At a glance
A local installer that
Google had barely noticed.
The problem
Families were searching.
They were finding someone else.
The old site worked, in the sense that it loaded and listed the services. But it was only being found by people who already knew the company. In the six months before the rebuild, Google showed it 364 times in total, and it earned 9 clicks.
Meanwhile, people in Philadelphia, Reading and Berks County were searching for things like “stair lift near me”, “chair lifts Philadelphia” and “stairlift for elderly parents”. Those searches were going to competitors.
Who the site is for
Design for the person
who is actually reading.
Stair lift buyers are usually older homeowners, or adult children researching for a parent. Many read on a phone, some with poor eyesight, and most are anxious about safety and cost. A typical contractor website, with small grey text and busy layouts, loses them before they call.
So the brief for the new site was simple: easy to read, easy to understand, and more informative than what was there before.
What we did
One rebuild, three jobs.
Made it easy to read
Large, legible type and a simple layout that keeps each page calm and clear, so an older reader can find what they need without hunting for it.
Made it more informative
Pages that answer the questions buyers and their families actually have, instead of a thin list of services.
Built it for search
Site structure, page titles and content planned around the searches local buyers use, so Google could match the site to them.
The result
Found for the searches
that bring in work.
In the last 28 days the site appeared for 554 different searches. Here are some of the buyer searches where it now averages a first-page position.
| Search | Average position | What the searcher wants |
|---|---|---|
| chair lifts philadelphia | 1.2 | A local installer in the city |
| stair lift | 1.2 | The product itself |
| stairlift installation | 1.0 | Someone to fit one |
| chair lift installers near me | 1.0 | A nearby installer, ready to call |
| stairlift for elderly parents | 1.0 | A family member researching for a parent |
| stairlift rowhome | 1.6 | A lift for a narrow row-home staircase |
| stairlift for elderly | 2.1 | Safety at home for an older person |
| chairlift company pa | 2.6 | A company in Pennsylvania |
| straight stairlift berks county pa | 2.8 | A specific product, in a specific county |
| stairlift companies in philadelphia | 4.8 | A shortlist of local companies |
| stairlift | 5.0 | The product itself |
| stair lifts company reading pa | 5.1 | A company in Reading |
| stairlift near me | 5.8 | A nearby installer |
Source: the client's Google Search Console. Six-month figures compare the last six months with the six before; positions are 28-day averages, checked September 2026.
Reading the numbers
Why the average position
went from 4.3 to 31.7.
If you look at this site's Search Console, the average position looks worse than before. It isn't.
Before the rebuild, the site showed up almost only for its own name, so its handful of appearances were near the top. Now it appears for hundreds of real buyer searches. Many of those start on pages two to five and climb from there, which pulls the average down while total visibility grows 46 times. A healthy growing site often has a worse average position than a site nobody finds.
The lesson
If your customers are older,
design is part of your SEO.
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