NSPJ Architects has designed homes, commercial buildings, and landscapes for more than 60 years, with projects across the country. Its website generated a steady volume of inquiries, but only 2.5% were real prospective clients. The rest were job applicants, vendors, and homeowners seeking work the firm does not do. Approximately 72% of the advertising budget went to searches unrelated to the firm’s services, and 87.5% of organic search traffic came from people who already knew the NSPJ name.

VOLTAGE spent the first quarter of the engagement on strategy before launching anything: modeling the funnel, researching buyers, auditing the site, and defining what a qualified lead looks like for NSPJ’s specific architectural specialties, service mix, and growth goals.

Advertising was rebuilt around fit rather than reach. A block list of irrelevant searches is maintained every two weeks, low-performing ad networks were switched off, optimization was redirected from phone clicks to form submissions, and dedicated pages were built so each service’s ads led somewhere relevant. On the unpaid side, the team repaired the foundation first (redirecting broken links, removing dead pages, clearing duplicate content, and fixing load times), then rebuilt the portfolio and service page templates to serve both prospective clients and search engines.

Tracking was rebuilt so every inquiry could be traced to its source, and every submission is read and classified by a person.

The share of inquiries that are genuinely qualified rose from 2.5% to a sustained 40% or better, a 1,500% improvement in lead quality. NSPJ now receives more real prospects in a single month than it did in the entire year before the engagement. Inquiries from paid search are up 150% year over year at 68% lower cost each, and average search ranking improved 62%, moving the firm from the third page of results to the first.