We established a website for Clarkston Insulation (CI), my father’s business. At first, he did not need internet exposure. With a fully established business (over 50 loyal builders), CI simply needed a portal to provide information and data sheets for his builders.

By mid 2006, Clarkston Insulation began to feel the accumulative effects of the Michigan economy. We revisited the website and increased his exposure. Within one month, CI enjoyed first position in all the localities they targeted. They also saw a Return on Investment. Well….since this is my father’s business, a RoI was absolutely guaranteed with the first job!

Nevertheless, from September 2006 to December 2006, CI’s internet exposure continued to increase. With tracking data, we were able to determine that CI picked up 26 jobs that were purely search engine driven.

Now CI has worldwide exposure on broad keywords, eventhough our focus was not to expand beyond the Michigan market. Knowing the power of the internet, CI opened a page for the keywords “insulation machines.” While the terms only bring 5-6 hits daily, CI receives hits and calls weekly. They sold one machine and maybe selling another within the week.

Summary: Do all websites need organic SEO? Our conclusion is “yes.” In this particular situation, CI did not need more work at the time of the website development, now it does.