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.
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.
SEO-Driven Blog Content
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.
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.
Our Work in Focus
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What Our Clients Have To Say
“I work with Nova Arts and we partnered with Freitag on this past year's Thing in the Spring. They were really easy to work with, had great ideas, and were super responsive to any notes or questions that we had throughout the campaign. Their whole team was fantastic and you really get the feeling that they care about creating community. Would definitely recommend and will look forward to working with them again in the future.”
Eric Gagne | Nova Arts
“From day one, the Freitag team dove in and began developing our social media strategy, worked to improve our SEO, and has helped us navigate the world of Google and Meta Ads. It’s been five months and we are seeing results: our social media channels are active and filled with creative content; our search rankings have improved; and our online sales are growing.”
Heather | Earth, Sky + Water
“Since partnering with Freitag Marketing in March, we have accomplished a great deal: a new website, improved SEO/site ranking, comprehensive social media content strategy, fresh/fun ad campaigns, and additional large projects currently in progress. They are an extension of our team.”
Kristen | Bergeron Mechanical Systems
“If you’re looking for a marketing team that’s reliable, innovative, and genuinely cares about your success, Freitag Marketing is the one to call. Highly recommend!”
Tim | Beeze Tees Screen
“Their level of care and follow through has been incredible. The results speak for themselves. We’ve seen a noticeable increase in inquiries and website traffic since they took over our paid ads and SEO. I’m genuinely excited to continue working with Freitag and to keep growing our marketing as our business grows. Highly recommend.”
Kristen Delano | Milliken Manor
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Let’s start working together!
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(603) 352-5600 | [email protected]
