Paving contractor · Albany & Schenectady, NY
Egan Paving case study
A family-run Capital Region paving company since 1975, moved to a new WordPress site without losing the Google rankings it had built up.
- Client
- Egan Paving
- Where
- Albany & Schenectady, NY
- Industry
- Paving contractor
- Live site
- eganpaving.net
The client
Egan Paving is a family-run asphalt paving contractor that has served Albany, Colonie, Schenectady and the rest of the Capital Region since 1975. Driveways, parking lots, sealcoating and repair: the kind of work people search for on their phone, usually with a specific town in mind, and usually when they are ready to get an estimate.
The problem
The company had a Squarespace site that had collected years of history with Google. Any rebuild had a built-in risk: change the web addresses and every page Google had on file turns into an error page, taking its rankings with it. There were 175 old Squarespace URLs to account for.
The old site also didn't speak to the towns Egan actually works in, so it was competing for "paving contractor near me" with one generic page. The contact forms attracted spam, and there was no reliable way to tell how many calls and estimate requests the website was producing.
What we built
- A new WordPress website built around what a homeowner or property manager needs before they call: services, past work, service area and a fast path to a free estimate.
- 301 redirects from all 175 old Squarespace URLs to the matching new pages, so existing Google listings and old links still land somewhere useful instead of an error page.
- 10 town landing pages for the communities Egan serves, each written for that town rather than a copy with the name swapped.
- Spam-filtered estimate forms, so real requests come through and junk submissions get filtered out before they reach the inbox.
- Google Analytics 4 tracking for phone-call clicks and form submissions, so the owners can see how many leads the site produces and which pages produce them.
The takeaway
A redesign is also a migration. Mapping every old URL before launch is the cheapest SEO work there is, and it's the step most rebuilds skip.
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