Industry: Home Improvement Company
Cullison Excavating, LLC
Overview
Cullison Excavating’s Path to Digital Success
Cullison Excavating is a family-owned business based in Maryland that offers a wide range of septic and excavation services. Despite decades of field expertise, the company’s online presence severely underperformed due to a previous vendor’s mismanaged branding, poor service visibility, and technical SEO neglect.
Services Used
Results
Conversion Rate
91%
By improving service visibility, we are turning a higher percentage of visitors into qualified leads.
Forms
+1,200%
The increased trust signals have led to a significant improvement in user engagement.
Calls
+49%
Optimization of Google Business Profile connects more users directly with the company.
Rank Tracker
+84%
We increased the number of top-ranking keywords, significantly boosting search visibility.
Impressions
8,234%
By enhancing the content structure, we positioned the company in front of thousands more potential clients.
Clicks
3,380%
Improved search relevance leads to an increase in clicks, demonstrating that more users are compelled to visit the site.
Users
+359%
By enhancing the website’s accessibility, we increased brand awareness.
Auxilium has been a major part in taking our business to the next level on the internet. They have worked hand in hand with us to create an amazing website, push us to the first page on google with their insight on how to organically move on the internet as well as pushing ad’s for what we need the most. Our views have increased, and our phone ringing has increased. As well as having website inquiries daily for new leads in a world where picking up the phone and calling is not everyone’s first choice! Top Notch Team at Auxilium Technology will always be who I refer to for website building!
Jessica
Owner of Cullison Excavating, LLC
A Winning Partnership
Why Cullison Excavating Chose Auxilium Technology
After their negative experience, Cullison Excavating chose Auxilium Technology based on:
Commitment to listening and collaboration
We respected the client’s vision.
Full-service expertise
Offering UI/UX, SEO, design, analytics, Google Ads and Google Business Profile optimization.
Ensuring SEO Best Practices
Offering UI/UX, SEO, design, analytics, Google Ads and Google Business Profile optimization.
Focus on results
Not just aesthetics — with measurable KPIs and growth projections.
Transparent reporting
Consistent monthly performance tracking and meetings.
Objective
Cullison Excavating, LLC approached us with a clear set of goals after a negative experience with their previous web service provider. Their primary objective was to establish a professional, service-focused website that accurately represented their business, respected their brand preferences, and supported measurable growth in visibility and lead generation.
Challenges
What Went Wrong with the Previous Vendor?
Before collaborating with Auxilium Technology, the client worked with another marketing provider that failed in key areas. Below are specific pain points expressed by the client:
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1. Ignored Brand Identity and Client Preferences
- The client requested a color scheme inspired by Caterpillar, known for bold, high-visibility aesthetics.
- The previous agency ignored this request, using unrelated colors that didn’t align with the client’s vision or industry associations.
2. Unauthorized Logo Modification
The original logo was simplified and repurposed as a website heading—without the client’s permission.
3. Underrepresented Services
- Cullison offers 33 services under five main categories, but only seven main services were shown on the website.
- None of the sub-services were displayed, leading to poor SEO coverage and reduced customer understanding.
4. Incomplete Service Area Coverage
- The company services 30 cities across three counties in Maryland, but the site only showed five cities and three counties.
- This excluded 25 cities from the site’s content and search visibility, dramatically hurting local search rankings.
5. Underperforming Website Metrics
The website had a clean layout, but:
- Text formatting lacked focus – no visual emphasis on CTAs.
- Important sections such as “Get a Quote” or “Contact Us” were buried in the navigation and not visible within service pages or high-traffic content.
6. Low Lead Generation
Minimal traffic from Google Search resulted in:
- Low impression & click volumes
- Weak form submissions
- Fewer calls from GBP
7. Incomplete Google Business Profile (GBP/GMB) Profile
The company’s Google Business Profile lacked listed services, lowering local search visibility and engagement.
Brand Alignment & Visual Identity
Services Used
Logo Redesign
- Created a new logo to reflect better the company’s dual focus: septic and excavation.
- Removed outdated elements from the previous logo (phone number and specific service areas) to ensure scalability and modern relevance.
- Introduced 5-star service and 24-hour availability messaging to build trust and convey professionalism.
- Respected and implemented the client’s brand color preferences inspired by Caterpillar:
- Primary Attention Color: Vivid Yellow
- Primary Backgrounds: Black and White.
Before
After
Web Design & Development
- Built a new website that:
- Displayed all 33 services, including subservices (previous site only showed 7).
- Clearly listed 30 full service areas across 3 counties (previous site had only 8 locations).
- Strategically placed visual CTAs and messaging elements throughout the site (not just in the navigation).
2. Used the approved color palette for strong contrast and attention direction.
3.Integrated performance-friendly layouts for both desktop and mobile responsiveness.
Conversion Rate
91%
By improving service visibility, we are turning a higher percentage of visitors into qualified leads.
Forms
+1,200%
The increased trust signals have led to a significant improvement in user engagement.
Calls
+49%
Optimization of Google Business Profile connects more users directly with the company.
Users
+359%
By enhancing the website’s accessibility, we increased brand awareness.
Digital Marketing
Services Used
SEO & Local
Optimization
- Fixed on-site SEO issues left by the previous vendor, including:
- Missing or weak service keywords.
- Poor layout structure affecting indexability.
2. Updated Google Business Profile (GBP) with correct service details.
3.Targeted keywords to match all core services and local intent.
Conversion
Optimization
- Clearly defined CTA buttons, placed prominently throughout service pages.
- Integrated trust elements such as 5-star service messaging and 24/7 availability.
- Structured content flow to highlight the client’s unique value, service breadth, and accessibility.
Rank Tracker
+84%
We increased the number of top-ranking keywords, significantly boosting search visibility.
Impressions
8,234%
By enhancing the content structure, we positioned the company in front of thousands more potential clients.
Clicks
3,380%
Improved search relevance leads to an increase in clicks, demonstrating that more users are compelled to visit the site.
Conclusion
In less than 9 months, Auxilium Technology helped Cullison Excavating go from a low-performing, misaligned digital presence to a high-impact, SEO-driven brand with:
- Corrected branding
- Complete service and location visibility
- Strategic CTA integration
- Strong local SEO rankings
- Over 8,000% growth in impressions
- More than 1,200% increase in form submissions
Cullison Excavating is now positioned to scale, attract more local customers, and remain competitive in the service industry across Maryland.
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