AGM Basements

Real estate usable space expansion, finishing, and renovation is a very tricky process, especially in Canada. Expanding the usable space of a home is a very long process, starting from the different permits required, potential legal disputes over inches of land, and the actual time it takes for the project to be completed. But this isn’t the case with all usable space investments. Basement renovation has been a trend in Canada for years, and a very profitable business for contractors specializing in this type of home renovation.

Our client AGM Basements was such a construction contractor based in Canada. They have been offering basement finishing services since 2005. And, besides being the oldest, they are the only company in Canada who provide basement finishing services, from start to finish in only 3 weeks (although some competitors did claim to do it faster, that wasn’t true).


The Challenge:

The main problem for AGM was the outdated website. The client was in dire need of a site overhaul. The goal, of course, was to attract more customers and gain their trust. AGM has a long list of competitors with strong digital marketing features and well-developed websites, and the business was losing customers because the competition was doing a better job in digital marketing.

Short description of the solution/s we provided:

Research of the main competitors pointed out their flaws, and the market research pointed out growth opportunities. So, we constructed an amazing strategy for an SEO-friendly website. The strategy included thorough keyword research by topic, website UX design following best practices, and exceptional SEO content creation for all main pages.

The golden opportunity here was that the majority of the competition wasn’t covering the whole topic. Each competitor was covering just bits and pieces which was in their niche the most.

The new website was layered to cover everything. In fact, this is why the website has brought the fastest SEO results we’ve seen in a while
- a whopping 4000% increase in organic keyword rankings in just a month!

Needless to say, this brought great CTR and conversions.

The Process

  • We created a list of questions for the client
  • The answers provided some much needed insight into how the company worked
  • We created Marketing Strategy which was tailored to result in a greatly optimized website

We put the plan into work, starting from step 1

  • Step 1: Keyword research (extensive list of keywords covering 90% of the targeted topic)
  • Step 2: Website layout design (UX friendly design that was easy to navigate and read)
  • Step 3: Content creation (Based on the keyword research. Every page took it’s place in the topic hierarchy on the page)
  • Step 4: Website speed and image optimizations (Load times, image weight, code optimizations)
  • Step 5: Website launch.


The marketing strategy used for creating the well-optimized website was supported by a thorough competitor and industry research, as well as SEO research. The site was created with over 30 pages, structured according to the topic and how they are connected with each other, as well as each targeting specific main keywords and LSI variants of those keywords. This well-planned process gave excellent results, considering the fact that the website visibility was extremely low prior to our work.

  • From 0 pre-launch to 1154 organic clicks on the website in a month. Due to the extremely low organic visibility of the page prior to our work, it had 0-10 organic clicks per month. After the work was done and the website was launched, there was an enormous increase in organic traffic, reaching 1154 clicks in the first month.
  • From 8 pre-overhaul to 300+ organic keywords in just 2 months (4000% increase). The website’s design wasn’t optimal, and it was a duplicate copy of another domain the client was using in parallel to the one we’ve worked on. We based the whole website following SEO best practices. Additionally, the keywords were structured to encompass above 90% of the target topic, something that was an advantage for the client, because the competitors were targeting only 20-50%.
  • With an awesome website come excellent results. The client saw a conversion rate of 2.69% in the first month, which is great because the average conversion rates without remarketing are around 2%. We’ve set-up tracking for every button on the website to compile the data of which performed the best, and which didn’t were subject to optimization - repositioning, text changes, and color changes.

organic clicks on the website in a month


Organic keywords


Conversion rates

Additionally, we were tracking organic CTR for each individual page and optimizing meta tags for pages with poor performance.

Don’t Take Our Word for It

We care what our customers think of us.

As I always say, things only get done when you have a plan. Throughout the years, we became the most known basement finishing contractors in the GTA. The same couldn’t be said for our website. Don’t get me wrong, it was doing good when it came to paid advertising – the problem was with Google ranks, or the lack thereof. So, the plan was a website overhaul with search engines in mind. The Vrootok team did an amazing job redesigning the whole thing from zero, and what we got now is simply great – it gave the results we expected, and far more.

Sean Shirvani

Director of sales
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