Case Study: Farnum Insulators

500% Organic Traffic Growth

Owning the Insulation Market in VT & NH

How strategic SEO and local optimization turned seasonal demand into year-round visibility and conversions.

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Farnum Insulators had the expertise, reputation, and two decades of results, but their online presence wasn’t reflecting it. Their website engagement was low and their Google Business Profile wasn’t converting the way it should.

So we strengthened their local presence from the ground up. The result? A 500% jump in organic traffic, massive growth in local intent signals, and top rankings across Vermont and New Hampshire.

The Client

Farnum Insulators is a trusted insulation company serving homes and businesses across Vermont and New Hampshire. With 20+ years of experience, they specialize in high-performance solutions like spray foam and cellulose insulation.

Their goal in partnering with Freitag: increase qualified traffic, boost local visibility, and turn more searches into calls, quotes, and booked jobs.

The Challenge

Even with strong brand credibility offline, Farnum’s digital performance lagged behind.

They faced several issues:

Minimal SEO optimization on core landing pages
Low engagement despite high impressions, meaning Google was showing their content, but users weren’t clicking
Underperforming GBP conversions, especially during peak seasons
Little visibility for key insulation queries across NH and VT

Simply put: people were searching for insulation help, but Farnum wasn’t the first result they found.

What we did

To boost Farnum’s visibility and capture high-intent insulation searches, we rolled out a full SEO overhaul focused on local reach and conversions:

Website Optimization

We rebuilt and expanded key service-area pages across VT and NH, targeting transactional keywords like:

spray foam insulation vermont
cellulose insulation brattleboro vt
cellulose insulation spofford nh

This strengthened Farnum’s local SEO signals and helped them show up in more town-specific searches.

Content Creation & Blog Strategy

We created optimized articles answering real homeowner questions, from where to start with insulation to choosing the right material. These now appear in AI Overviews, giving Farnum a new layer of visibility.

Conversion-Focused UX Improvements

We enhanced landing pages with stronger CTAs, clearer service breakdowns, and value-driven differentiators, helping users understand the process faster and convert with confidence.

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The Results

In just 6 months, Farnum’s digital footprint expanded dramatically:

Google Business Profile Growth

+50.4% YoY increase in website clicks

+130.8% YoY increase in direction requests

+50.7% YoY growth in overall interactions

These signals show stronger local intent, and more customers ready to book.

Organic Visibility Wins

+500% growth in organic traffic since starting SEO

+40% increase in organic clicks in the last six months

50+ keywords ranking in Google’s Top 10

#1 rankings for 15+ key insulation searches

Plus: Farnum’s blog content now appears in AI Overviews, expanding their authority in organic search.

The Takeaway

By strengthening Farnum’s service-area presence, optimizing their content, and aligning their site with high-intent searches, we turned their website and GBP into powerful conversion engines. This delivered more clicks, more visibility, and more booked jobs across VT and NH.

Ready to capture your local market the same way? Let’s talk.

Let’s Talk

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