SEO CASE STUDY
140% More Organic Clicks for a Timber Pergola Builder
How Western Timber Frame more than doubled its organic clicks in seven months, growing from 2,500 to 6,100 per four weeks as homeowners searched for pergolas and pavilions.
Client
Western Timber Frame
Niche
Timber Frame Pergola Kits, Pavilions & Arbors
Duration
7-Month Campaign
+140%
Organic clicks
+140%
Organic clicks
6,102
Clicks per 4 weeks
+161%
Search impressions
The Client
Western Timber Frame: Handcrafted Outdoor Structures, Shipped Nationwide
Western Timber Frame is a custom manufacturing company specializing in solid timber frame pergolas, pavilions, arbors, and heavy architectural beam systems. Serving residential and commercial clients across the United States, the brand builds prefabricated wood structure kits designed for outdoor living spaces and architectural enhancements.
The company operates as a full-service outdoor living supplier, having completed over 7,000 custom projects nationwide. Through its digital catalog, homeowners, landscapers, and commercial builders can compare structural styles, sizes, and timber materials before requesting personalized design quotes.
THE CHALLENGE
A Premium Product in a Market Full of Cheap Kits
Competition From Mass-Market Kits
Pergola searches are dominated by big-box retailers and low-cost aluminium and vinyl kits. A premium timber builder had to show the difference in quality and craftsmanship to win attention from serious buyers.
Many Product Types, Few Dedicated Pages
Pergolas, pavilions, arbors and beam systems each have their own search demand. Without a strong page for each type and style, the site could not rank for the specific structure a buyer actually had in mind.
Long, Considered Buying Journeys
Buyers of custom timber structures research for weeks, comparing styles, sizes and costs before asking for a quote. The site needed content that supported each stage of that research rather than only the final step.
Seasonal Demand
Interest in outdoor structures rises sharply in spring and summer. Pages needed to be indexed and ranking before the season started, not after homeowners had already chosen a supplier for the coming year.
Our Approach
Product-Type Architecture + Style and Buyer Guidance
Our strategy for Western Timber Frame was built on one insight: buyers search for the exact structure they picture in their backyard. We gave each structure type and style its own strong page and supported them with the information buyers need before they ask for a quote.
Structure-Type Landing Pages
Dedicated pages for pergola kits, pavilions, arbors and beam systems targeted the way buyers search for each structure, with clear specifications, photos and links to request a quote.
Style Comparison Content
Style pages and comparisons helped buyers choose between designs, capturing research searches and keeping visitors on the site while they compared their options.
Project Gallery Optimisation
Completed builds were written up with location, size and style details, giving search engines more relevant pages and giving buyers real examples of finished projects.
Seasonal Readiness
Key pages were updated and internally linked ahead of spring so they were indexed and ranking as outdoor project planning began each year, before homeowners had picked a builder.
The Impact
Organic Clicks Up 140% in Seven Months
2,540 → 6,102
Organic clicks per 4 weeks
+140%
Click growth
262.7K → 684.3K
Search impressions
Comparing the first four weeks of the campaign (7 October to 3 November 2025) with the last four weeks (7 April to 4 May 2026), Western Timber Frame’s organic clicks rose from 2,540 to 6,102 per four weeks, and search impressions grew from 263,000 to 684,000. Its structure and style pages were ranking as homeowners began planning spring and summer outdoor projects.
Actionable Insights
What Outdoor Living and Custom Build Companies Can Learn
Give Every Product Type Its Own Page
Buyers search for the specific structure they want. A dedicated page for each type and style matches that demand far better than a single page covering the whole range.
Sell the Difference in Quality
Premium products compete with cheaper alternatives in the same results. Clear specifications, materials and craftsmanship details give serious buyers a reason to choose you.
Support the Whole Research Journey
Custom projects involve weeks of research. Style guides, comparisons and project examples keep buyers engaged until they are ready to request a quote.
Rank Before the Season Starts
Outdoor projects are planned in early spring. Pages that are already indexed and ranking by then catch buyers before they commit to another supplier for the year.