Case study 02 · Lead-generation site

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MI-BOX Central NH

Portable storage and moving containers out of Tilton, serving most of New Hampshire from one yard and one phone number. A service area that size cannot be covered by a five-page website. This one is a query map with a site attached.

The brief

Nobody searches for portable storage in the abstract. They search for it in a town, for a reason, on a deadline — portable storage Laconia, storage containers Concord NH, student storage Plymouth State. One generic service page cannot rank against a state’s worth of that intent, and three genuinely different kinds of customer were arriving through the same front door: households moving or renovating, college students clearing dorms in May, and trades who need a locked box parked on a job site for six weeks.

What we built — three axes

The site is organised along the three dimensions the demand actually varies on. Every page sits on one of them.

• Geography. Seven regional hubs — Lakes Region, White Mountains, Monadnock, Dartmouth–Lake Sunapee, Merrimack Valley, Seacoast and Great North Woods — each parenting its own town pages: Laconia, Gilford, Meredith, Wolfeboro, Concord, Manchester, Nashua, Portsmouth, Keene, Lebanon, Berlin and on down the list.
• Audience. Student storage pages named for the campus — Plymouth State, Keene State, Dartmouth, UNH, SNHU, Saint Anselm, Franklin Pierce, Rivier, Colby-Sawyer, New England College, NHTI, Lakes Region Community College. Sharply seasonal demand that rewards being in place before move-out week, not during it.
• Trade. Commercial pages per vertical — contractors, remodelers, home builders, restoration and remediation, flooring, cabinet companies, epoxy floor crews, landscapers, plumbers, electricians, HVAC, restaurants, hotels, healthcare, real estate and estate sales. A remodeler and a hotel are both commercial, and they have almost nothing else in common.

Sitting above all of it are the service pillars: residential, commercial, on-site containers, and Winnipesaukee island property storage — a genuinely local problem, with real logistics behind it, that no competitor had bothered to write a page for.

How it is set up to be found

• Hub-and-spoke internal linking. Region links down to town, pillar links across to vertical, and every spoke links back — so authority earned anywhere on the site is not stranded there.
• The phone number sits in the meta description of every page, because a meaningful share of local searches convert without a click.
• WebP imagery with filenames that describe the equipment and the town.
• Google Tag Manager and Search Console wired in from day one. The entire point of building at this scale is to find out which towns and which verticals convert, then feed the winners.
• The footer surfaces the highest-value town pages sitewide, which is both a user shortcut and a crawl path.
• A blog, a team page and an awards page — the pages that make a national brand’s local franchise read as a real business with real people in Tilton.

The discipline that makes it work

Templated is not the same as thin, and the difference is the whole engagement. Every page has to earn its URL with local detail, real service constraints and a distinct reason for existing. A page that is a find-and-replace of another page is a liability, not an asset — so it does not get published.

← All work