The problem
Ricerca Perdite 1972 is a company from Verona that finds water and gas leaks without breaking walls or floors, inspects pipes with a camera, repairs them with relining, and checks roofs and gutters by drone, without scaffolding. It works in Verona and across its province.
The domain was brand new: no history on Google, no links, no page already indexed. And the market is contested even within the city, where the most common searches mean competing with companies and trade directories that have been online for years.
This case study covers the first five months, from 27 April to 25 September 2026, with data from Google Search Console, the Google Business Profile and PostHog. The project is a Full website, our base package, plus monthly Basic Maintenance, which includes SEO monitoring: no paid ads, no extra SEO package.
Phase one: a landing page
The site went live on 27 April as a landing page: one page with the services, the contact details and the legal pages. For a business that sells a single service that is often the right call, and for the first months it did its job: in 103 days it collected 24 clicks and 939 impressions, at an average position of 17.2.
At the end of July we rebuilt it in Next.js, keeping the same structure, to fix the foundations:
- Complete structured data: a LocalBusiness entity with address, coordinates, opening hours, services and the area served, the province of Verona.
- Speed on phones: lighter images, inline CSS and targeted work on the Largest Contentful Paint, because someone looking for a leak almost always searches from a smartphone.
- Content AI assistants can read:
llms.txtand a markdown version of every page. - Measurement: PostHog, to count who taps call, WhatsApp and email.
The limit stayed the same: one page cannot answer well for five different services in seven different towns.
Phase two: the full website
On 8 August the landing page became a full website. The client put the reason well: too many different services and too much competition, even in Verona alone, to fit on one page.
The site now has one page for every service in every town it serves: water leak detection, pipe camera inspection, pipe relining, roof and gutter inspection by drone, and aerial footage, in Verona, Villafranca di Verona, Pescantina, Bussolengo, San Giovanni Lupatoto, San Bonifacio and Legnago. That is 35 local pages, plus gas leak detection, the equipment page and the about page.
None of them is a copy with the town name swapped: every page has its own copy, FAQ and structured data. That is the difference between a page Google considers useful for "ricerca perdite acqua pescantina" (water leak detection in Pescantina) and one it drops as a duplicate. Google started showing the new pages between 12 and 22 August.
The maintenance, month by month
Basic Maintenance is not a separate SEO package: it is the monthly plan that keeps the site current, and SEO monitoring is part of it. On this project it meant:
- August: coordinates, opening hours and services in the structured data, links between the site and the company's profiles, a review of the town pages and share preview images.
- August: contact tracking fixed, after we found it had not been recording correctly until then.
- September: the about page, the gas leak detection page and automated tests that check every page before it is published.
- Every month: one report with the Search Console, Business Profile and PostHog data, and the fixes that come out of it.
The numbers: landing page against full website
For a fair comparison we use two windows of the same length: the last 42 days as a landing page and the first 42 as a full website.
| Landing page (27 June to 7 August) | Full website (8 August to 18 September) | |
|---|---|---|
| Clicks from Google | 6 | 40 |
| Impressions | 622 | 1,247 |
| Average position | 15.0 | 10.7 |
| CTR | 1.0% | 3.2% |
Across the two whole phases the picture is the same. As a landing page the site got 7 clicks and 273 impressions every 30 days on average; as a full website, 32 clicks and 907 impressions. Over the last 26 days measured it reached 43 clicks and 856 impressions.
On phones the jump is sharper still: the average position went from 15.7 to 8.3, from the second page to the first. On computers, from 18.7 to 13.5.
A caveat we owe you: the domain also aged by a few months in the meantime, and Google tends to trust sites that have been around longer. Not all of the jump comes from the new pages. But the change of pace lands in the very week they were indexed, not in the weeks before.
Where it grew, and where it did not
The growth did not come from the broadest searches. "Ricerca perdite acqua verona", "ricerca perdite verona" and "ricerca perdite occulte acqua verona" sat between positions 15 and 18 before the full website, and they still do: the second page, on average. They are the most contested searches, against companies and directories that have been online for years.
Everything else grew:
- The towns of the province: the Legnago, Bussolengo and Pescantina pages average between positions 6.9 and 7.6, and all the drone pages but one sit within position 10.
- The specific services: "relining" around position 8, "ricerca perdite gas verona" (gas leak detection) from 59.7 to 28.7.
- Phones, as above.
For a company that works across a whole province this is the fastest route: someone searching for leak detection in Pescantina has a problem at home, in Pescantina, right now. It is the same method we sell as SEO Verona.
The contacts
Visits only count if they turn into phone calls. Three sources, each with its limits:
| May | Jun | Jul | Aug | Sep (to the 28th) | |
|---|---|---|---|---|---|
| Calls from the Business Profile | 0 | 0 | 1 | 2 | 2 |
| Website clicks from the Business Profile | 2 | 6 | 5 | 7 | 4 |
The first call from the Business Profile came in July, the third month online. That is why, when people ask us how long local SEO takes, we answer 4 to 6 months, and sooner on local searches.
On the site, we have measured clicks on call, WhatsApp and email since 24 August: 20 clicks in 17 separate visits, and 11 of the 15 visits whose source we know came from Google. In September: 11 on WhatsApp, 5 on the phone, 1 on email.
These are contacts, not closed jobs: we do not know how many of those calls became a visit. But for a one person company, 17 requests in a month change the diary.
What is still missing
- The main searches for Verona itself: they need time, Business Profile reviews and links from local sites. That is the work of the next months.
- The contact page: it shows up in 233 searches at an average position of 35.8, probably because Google confuses it with the Verona page. It needs to be told apart better.
- A complete count of contacts: before 24 August the site did not record clicks on call and WhatsApp, so for the first four months we only have the Business Profile figures.
Lessons learned
The landing page was the right way to start and the wrong way to grow. With one service it is enough; with five services in seven towns, in a contested market, you need a site that gives every search its own page. It is now the rule we apply when someone asks whether they need a landing page or a full website, and you will find it in our web design services.
The second lesson is about where to look. Searches with the city name are the most visible and the slowest to win; the towns around it are less contested and bring customers sooner.
The last one is the most obvious and the one that cost us most: measure from day one. Four months of contacts lost to a configuration error are data that never comes back.