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Remodeling SEO company
A Remodeling SEO Company for Firms That Work in Older Homes
Moha is a remodeling SEO company for kitchen, bathroom and whole home renovation firms. Two things make remodeling different from every other trade we work with. The buyer researches for months before they call, comparing finished rooms, costs and how a firm runs a job in an occupied house. And most of the houses being remodelled are old enough that a federal rule about lead based paint applies to the work, and to the way you advertise it. We build for both: the project pages that win a long decision, and the lead safe claims you are actually allowed to make.
Free, and no call required. We check what homeowners find when they research your kind of project.
Project pages that win the long decision · Lead safe claims checked · Reported on signed projects
The thing that makes remodeling different
Most of your work is in older homes, and the rule follows the paint
EPA's Renovation, Repair and Painting rule applies to anyone paid to perform work that disturbs painted surfaces in homes, childcare facilities and preschools built before 1978. For a remodeling firm that is not an edge case. It is a large share of the kitchens, bathrooms and basements in any established neighbourhood, and the rule reaches how you advertise the work as well as how you do it.
What the rule covers
The federal government banned lead based paint for use in homes, childcare facilities and preschools in 1978, and EPA says that roughly three quarters of homes built before then still contain some of it. Sanding, cutting, demolishing or drilling through painted surfaces in those buildings can release lead dust, which is why the rule requires firms doing paid work there to be certified and their workers trained in lead safe work practices, either as certified renovators or on the job by one.
EPA runs the program directly in most of the country, and some states and tribes run their own authorised versions. Either way, a remodeling firm working in older housing is almost certainly doing covered work most weeks.
Where the website comes in
The regulation is worded more widely than most firms realise. Under 40 CFR 745.81(a)(2)(ii), from 22 April 2010 no firm may perform, offer or claim to perform renovations in target housing or child occupied facilities without certification, in states without their own program. Offer is the word that matters for SEO. A kitchen remodel page aimed at a neighbourhood of 1950s houses is an offer to perform renovations there.
Certification is held by the firm and by individual renovators, and both expire. A website that says the firm is lead safe certified is making a claim that has to be true on the day a homeowner reads it.
None of this is legal advice. Check whether your state runs its own program, because the details differ.
Why this is an opportunity, not only a risk
Homeowners in older houses with young children are often already worried about lead, and they search for it: lead safe renovation, is it safe to remodel an old house with a baby, lead paint kitchen renovation. Very few remodeling sites answer those searches, and almost none explain plainly what their firm does differently in a pre 1978 home. A certified firm that says so, shows its certification, and explains its lead safe practices in a way a parent can follow is answering a question its competitors are ignoring.
It also changes the conversion. A parent who has read how you contain dust, clean up and verify the work before the family moves back into the room is a long way towards trusting you with the project.
The other thing that makes remodeling different
Homeowners research a remodel for months before they call
A burst pipe is fixed by whoever answers. A kitchen is chosen after months of looking at other people's kitchens. The homeowner saves photographs, reads cost guides, asks friends, reads reviews, and builds a short list of firms whose finished work looks like what they want. By the time they ask for a design consultation, the decision is half made.
What they are looking for
Finished rooms like the one they are imagining, ideally in a house like theirs. A sense of what it will cost, even a wide range. How long it will take and what living through it is like: where they will cook, how much dust, whether anyone will be in the house when they are at work. Proof that the firm turns up, finishes, and deals well with the surprises old houses always contain. And licences, permits and warranties handled properly, because the project is large and the stakes are high.
That list is the content strategy. Every item on it is a page or a section of a page, and most remodeling websites have only the first one, as a gallery of finished rooms with no story attached.
Why galleries lose to project pages
A gallery photograph of a finished kitchen says you can make a room look good. A project page says this was a 1960s ranch with a load bearing wall in the way, here is how we opened it up, the family lived upstairs for nine weeks and here is what they said at the end. The second is what a homeowner forwards to their partner, and it is the page Google can actually match to a search.
If your diary is full for a year from referrals, you do not need more enquiries. You may need better ones, and project pages that state the size of job you take on do that. SEO for remodeling companies is most valuable when you want to choose your projects rather than take what comes.
Where a homeowner looks
Three surfaces across a months long decision
The research moves through three places. Strength in only one of them reaches the homeowner at only one moment.
The research months
Kitchen remodel cost, small bathroom remodel ideas, opening a wall in an old house, how long a remodel takes. National publishers and design platforms hold much of this, but a local firm with real cost explanations and real project stories from local houses wins a share, and it is the share closest to a decision.
Remodeling contractor near me
When the homeowner is ready to talk to firms, the search turns local and Google answers with three firms on Google Maps, ordered on relevance, distance and prominence. Real project photographs and reviews that describe the whole experience carry this.
Your name, searched
With three firms on the list, the homeowner searches each name: reviews, licence lookups, the website, and now an AI Overview summarising the firm. What comes back decides who gets the design consultation. A firm with a thin site and a few reviews looks riskier than it is.
Kitchens and bathrooms are different searches
Bathroom remodeling SEO and kitchen remodeling SEO are not the same job. A bathroom is a smaller project, decided faster, often driven by a specific problem: a leak, an accessibility need, a dated suite before a sale. A kitchen is the largest single room most homeowners ever remodel, researched longest, and driven by how the family lives. Each needs its own pages, its own project stories and its own cost explanation.
Firms that do both should give each its own section rather than one remodeling page covering everything, for the same reason a homeowner planning a kitchen does not want to scroll past bathrooms to find it.
Search kitchen remodel cost plus your town. If the first page shows national guides and no local firm's honest cost explanation, that page is the opportunity, and it is one of the highest value pages a remodeler can publish.
On-page SEO for a remodeler
Inside a kitchen project page that gets the consultation
This is the page structure we build for every significant project, using a kitchen as the example. The same shape works for bathrooms, basements, additions and whole home renovations.
A title a homeowner would search
Not Smith kitchen. An open plan kitchen remodel in a 1950s ranch, removing a load bearing wall, in the named neighbourhood. The opening paragraph describes the house, the problem the owners wanted solved and the result, in plain words, so a homeowner with a similar house knows immediately that this is relevant to them.
The before and after, with the middle left in
Before and after photographs are expected. The middle is what convinces: the wall coming out, the beam going in, the old wiring found behind the plaster, the dust containment in a house built before 1978. Homeowners want to see how you work, not only how the room ended up.
The numbers a homeowner wants
How long it took, roughly what range it fell in, and what drove the cost: the wall, the layout change, the cabinetry level, the surprises. A range on a real project is far more persuasive than a cost guide, and it pre-qualifies the enquiries you get.
What it was like to live through
Where the family cooked, how dust was controlled, how the site was left each evening, how the permits and inspections were handled. Then a quote from the owners, used with permission, and a link to book a design consultation.
And the structure underneath
Images sized for a phone, schema that matches the page, internal links from the project to the kitchen remodeling page and from there to the cost guide, and alt text that describes each photograph. This on-page SEO is invisible to the homeowner and decisive for whether the page is found.
Twenty project pages written this way, chosen to cover the projects you want more of in the neighbourhoods you want to work in, will bring more qualified enquiries than a gallery of three hundred photographs. Each one keeps its place in the search results for years.
Neighbourhood pages, built from the housing
Remodelers usually know their market by its houses: the streets of 1920s bungalows with small closed kitchens, the 1950s and 1960s ranches with a wall everyone wants removed, the 1980s colonials due their first full bathroom refit. A neighbourhood page built around that, linking to the projects you have done in houses of that age, matches how homeowners there search and shows them you already understand their house before you have seen it.
It is also where the lead rule becomes concrete. A neighbourhood of houses built before 1978 is a neighbourhood where lead safe practices apply to most of your work, and saying so on that page answers a worry most of its readers already have.
List the three neighbourhoods you most want to work in and the decade most of their houses were built. If your site has nothing that speaks to either, those are your first neighbourhood pages.
What we do
What SEO for remodeling companies should include
Ten things a remodeling SEO company should deliver, in the order they change results for a remodeling firm. Most home remodeling SEO, whether it is sold as SEO for home remodeling or as house remodeling SEO, stops at a profile and a gallery. The work that wins the long decision is the rest of this list.
Project pages for the work you want
Built as described above, for the projects and neighbourhoods you want more of. Each with the before, the middle and the after, the time and the cost drivers, what it was like to live through, and the owners' words.
The keyword research follows the language homeowners use, which is the room and the problem, not the trade term.
Kitchen and bathroom sections, separately
A section for each kind of project you do, with its own landing page, cost guide and project stories. Kitchens, bathrooms, basements, additions, whole home renovations: each one a distinct search with a distinct buyer.
One page called remodeling services covering everything ranks for none of them properly.
Cost guides that tell the truth
What a kitchen or bathroom remodel costs in your area, explained by what drives it: layout changes, structural work, cabinetry and finishes, the age of the house. Wide ranges are fine. Refusing to discuss cost is not; it sends the homeowner to a national guide written by somebody who has never seen your market.
A good cost guide is one of the most linked to and longest ranking pages a remodeler can publish, and the organic traffic it brings arrives exactly when homeowners are working out their budget.
Lead safe work explained, and certification shown
For firms that are EPA lead safe certified, a page explaining what that means for a homeowner in an older house: how you contain dust, clean up and verify the work, with the certification shown and kept current. For firms that are not, we make sure nothing on the site offers covered work in pre 1978 homes until you are.
It is one of the clearest trust signals a remodeler can give a parent, and almost nobody gives it.
Licence, permits and warranty, easy to find
Home improvement licensing varies by state and city. Where your licence number is required in advertising, it goes on the site, the profile and the citations that list you. How you handle permits and inspections, and the warranty on your work, go where a homeowner comparing three firms will look.
These are the checks made on a shortlist, and the firm that makes them easy looks like the safe choice.
The Google Business Profile, built for a portfolio
The right primary category, every kind of project in the services, a design consultation booking link, accurate hours, and real photographs of finished rooms uploaded steadily. Homeowners use the profile as a quick portfolio when they compare firms on the map.
The name stays your trading name, not your name plus kitchen and bath remodeling.
Reviews that describe the whole project
Remodeling reviews are rarer and longer than trade reviews, and each one carries weight. We set up a request at completion and again a few months later, when the owners have lived in the room, and we write review replies to every one that name the project and thank them.
A review describing how a nine week project was managed sells the next one better than any page you write.
Technical SEO for heavy portfolio sites
Remodeling sites carry hundreds of large photographs and are often the slowest sites we audit. Core Web Vitals fail, galleries never load on a phone, and homeowners leave before the best work appears.
We size and compress images, fix the slowest templates and make the consultation form work on a small screen.
Link building from the design world
Backlinks from the showrooms and suppliers you work with, the designers and architects who refer you, home and design press, local awards, and the community organisations you support. They feed authority and cannot be copied.
We do not buy links or use networks.
Reporting on consultations and signed projects
Consultation requests split by project type, neighbourhood and source, with each one's conversion rate to a signed project where you share it. A remodeler needs more of the right projects, not more enquiries.
If a page brings enquiries for jobs below your minimum, we change the page, not the reporting.
Work you can check
Results you can verify
Ask anyone pitching you which tool their figures came from and what period they cover. These are case studies that name their tools and dates.
Ranking in places the business had no page for
Neighbourhood pages from real dataA local operator holding results a national wanted
How an underdog took the mapGetting a client quoted inside Google's AI answers
When AI answers name the businessThe market you are in
133,345 remodelers, and one in ten of them in New York
The Census Bureau counts residential remodelers by state. The pattern follows the housing: the states with the largest and oldest housing stock have the most remodelers, and New York has far more than its size alone would suggest.
What the numbers mean for a remodeling firm
California has the most remodelers, 16,504, and New York the second most, 13,276, which is 10.0% of the national total. Florida, Illinois and Texas follow. In the crowded metros of those states a remodeler competes with hundreds of firms, and the ones that win are the ones whose project pages and reviews make them the obvious choice for a particular kind of house in a particular part of town.
Licensing differs sharply between them. New York City requires a licence for home improvement work above a very low threshold, which we cover under New York's $200 licence threshold, and Maryland requires your name and licence number in every home improvement advertisement, set out on our page about how every Maryland ad carries the licence. Getting those right is part of SEO in those states, not an afterthought.
Remodelers and general contractors
Residential remodelers outnumber new home builders more than two to one, and they are a different business from the general contractors who build larger projects for commercial and institutional owners, covered for general contractors who sell larger projects. Firms that also take small repair calls alongside remodels have a split business, the subject of our page for remodelers who also take repair calls.
133,345 residential remodelers employing 462,690 people. California 16,504, New York 13,276, Florida 9,853.
County Business Patterns 2022.
Only in remodeling
What a remodeling website may claim
Remodeling advertising touches federal lead rules, state and city licensing, and ordinary consumer protection. None of this is legal advice, and your state will add detail, but these are the standards we write to.
Lead safe claims
Say you are an EPA lead safe certified firm only when the firm's certification is current, and say your renovators are certified only when the ones who will do the work are. Do not imply lead safe work practices you do not follow. And if the firm is not certified, nothing on the site should offer renovation in pre 1978 homes, which in practice means being careful with every page aimed at older neighbourhoods.
Licence numbers
Where your state or city requires the licence number in home improvement advertising, it goes on the website, the profile and every ad. Where it is not required, show it anyway; homeowners check, and a firm that makes it easy looks like a firm with nothing to hide.
Costs, timelines and financing
Cost guides should give honest ranges and explain the drivers, not headline a low figure few projects match. Timelines should be typical, not best case. Financing offers should state the terms plainly. Each of these is where homeowners feel misled most often, and where the worst reviews come from.
Before and after photographs
Use photographs of your own projects only. Showroom images, manufacturer photography and other firms' work presented as yours are quickly spotted and quickly reported.
The audit reads every page for lead safe claims, licence display, cost and timeline language, and photographs that are not your own, and checks the certification dates behind any lead safe claim.
Nothing new goes live that we would not want you to defend to a homeowner or a regulator.
Why remodelers choose Moha as their remodeling SEO agency
Most agencies sell remodelers a gallery, a profile and a ranking report. It brings leads from people looking for the cheapest bathroom refit, and it leaves the homeowner researching a forty thousand dollar kitchen with nothing to read. We build for that homeowner: project pages that tell the story of a house like theirs, honest cost guides, lead safe work explained for older homes, and a name search that holds up when they check you. Fewer enquiries, better projects, and claims you can stand behind.
Project stories, not galleries
The before, the middle and the after, with the owners' words.
Honest about cost
Ranges and drivers that pre qualify the enquiries you get.
Older homes understood
Lead safe work explained, and claims kept accurate.
Licences where required
State and city rules applied page by page.
Reported on signed projects
By project type and neighbourhood.
You keep everything
Site, content and photographs stay yours, including the day you leave.
How it works
Our remodeling SEO process
Claims and structure first, then the projects you want, then the profile, then authority. It is the order any remodeling SEO agency should work in, because a portfolio built on claims you cannot support is a liability.
Audit
What homeowners find when they research your kind of project, what your name search returns, every claim about lead safe work, licences and costs, and how the site performs on a phone. Yours to keep either way.
Structure and claims
A section per project type, lead safe and licence information put right, the profile completed, and the first project pages for the work you most want.
Projects and cost guides
More project pages, honest cost guides for kitchens and bathrooms, review requests running at completion and later, and the technical work that makes the portfolio fast.
Authority and neighbourhoods
Links from showrooms, designers and press, project pages for the neighbourhoods you want, and reporting on signed projects.
Remodeling SEO pricing
What remodeling SEO costs with Moha
One flat monthly figure, quoted after the free audit. No fee per enquiry and no commission on a project. What moves the number is how many project types and neighbourhoods are in scope.
For one project type done properly.
- Claims and structure fixed
- Core project pages
- Profile and reviews
- Reporting on consultations
- Dedicated strategist
For kitchens, bathrooms and more, across several neighbourhoods.
- Everything in Launch
- Cost guides and more projects
- Work prioritised ahead of other accounts
- Reporting by project type
- Dedicated strategist
For firms with several showrooms or offices.
- A profile per genuine location
- Showroom pages that differ
- Reporting by location
- Dedicated strategist and named team
Would one extra project a quarter pay for this?
At these numbers, SEO returns four dollars of profit for every dollar spent.
How Search works, introduced by Google
Google Search Central's short introduction to how Search finds and ranks pages. Five minutes well spent for any remodeling firm deciding what to invest in.
The useful idea for a remodeler is that Search tries to match a page to what the searcher actually needs. A homeowner researching an open plan kitchen in an old house needs a project story about exactly that, which is the page most remodeling sites never write.
Questions
Remodeling SEO questions firm owners ask
Taken from what remodelers ask in trade groups and Google's Business Profile help community, plus the phrasings people type into a search box.
How much does remodeling SEO cost?
Launch is $3,000 a month and Growth $4,800, with multi showroom firms quoted individually. For a remodeler the arithmetic is profit per project: if one extra signed project a quarter would not cover it, wait.
Do we need to mention lead paint on our website?
If you work in homes built before 1978, it helps you and it protects you. Certified firms should explain their lead safe practices and show their certification. Firms that are not certified should make sure nothing on the site offers covered renovation work in older homes, because the federal rule reaches offering the work as well as doing it. This is not legal advice.
What is the best approach to bathroom remodeling SEO?
Treat bathrooms as their own section: a landing page, an honest cost guide, and project stories that show the problem each owner wanted solved, from a leak to an accessible shower. Bathrooms are decided faster than kitchens, so reviews and a clear consultation route matter even more.
How is SEO for kitchen remodeling different?
Kitchens are researched longest, so the project stories and cost guide carry more weight, and the middle of the build matters: how the family cooked, how dust was handled, how the wall came out. Homeowners forward those pages to each other.
Should we publish prices?
Publish honest ranges and explain what drives them. Homeowners research cost before they call anyone, and a firm that refuses to discuss it sends them to national guides. Ranges also pre qualify enquiries, which saves your design time.
Our gallery has hundreds of photos. Is that enough?
It shows you can make a room look good. It rarely ranks and rarely persuades. Turn your best twenty projects into project pages with the story, the cost drivers and the owners' words, and keep the gallery as a browse.
What is the difference between home remodeling SEO and contractor SEO?
Remodeling is residential and decided by a household over months. General contracting often means larger projects for commercial and institutional owners who prequalify and bid. Both need project pages; the audience and the evidence differ.
Do we need a licence number on the site?
Where your state or city requires it in home improvement advertising, yes, and several do. Where it is not required, show it anyway; homeowners check licences on a shortlist.
How do we get more reviews for long projects?
Ask at completion and again a few months later, when the owners have lived with the room. Fewer reviews means each matters more, and a long review describing how the project was managed sells the next one.
Can we use manufacturer or showroom photos?
Not as examples of your work. Use your own projects only, and label any product imagery as product imagery. Homeowners and competitors spot borrowed photographs quickly.
How long until SEO brings consultations?
Profile and review work can show within weeks. Project pages and cost guides usually take three to six months to settle, and the homeowners they bring may take months more to decide. It is a long investment that compounds.
What should we photograph during a project?
The room before, the structure exposed, anything difficult being solved, the dust containment in an older house, the services before they are covered, and the finished room in good light. The middle is what makes a project page persuasive.
How do we choose a remodeling SEO company?
Ask what they would build for the project you most want next year, whether they would write project stories or just add photographs, how they would handle lead safe claims for older homes, and whether they report on signed projects or on rankings. A remodeling SEO company that answers the last question with rankings is selling you the wrong measure.
Do you guarantee rankings?
No. Nobody honestly can. We commit to the work and to reporting on consultations and signed projects, whether the numbers are good or not.
Will AI Overviews mention our firm?
Increasingly, a homeowner searching your name or asking about remodelers in their area sees a summary before any link. It draws on your site, your profile and what others say. We make sure the facts it can find about you are accurate and complete.
What do you need from us?
Access to the site and profile, your licence and certification details, photographs from your best projects including the middle of the build, and an hour per project page to tell us the story. You review every page before it goes live.
Is SEO worth it if we are booked solid from referrals?
Possibly not for volume. It can still be worth it for choice: project pages that state the size and kind of work you want bring better projects and filter out the small jobs that clog the diary.
Free audit
Work with a remodeling SEO company that tells your projects' stories
Send your website and we will send back what homeowners find when they research your kind of project, what your name search returns, any lead safe or licence claims we would correct, and the project pages we would build first. No pitch deck and no long call before you can judge it. The profile work is local SEO, part of the map side of remodeling, and if you want paid search for kitchen season while the pages mature, we run that too.
No call required.
Photographs via Openverse, all CC BY: Kitchen Renovation additions by SWIMPHOTO, sanded walls by Qole Pejorian, and Bathroom Remodel by Jeremy Levine Design.