How a Connecticut insulation business since 1977 went from invisible on Google to $4.6 million in deals
Nealon Insulation had 49 years of expertise and a website that was invisible on Google. One year after the rebuild, they went from 22 monthly clicks to over 5,500, and the business has logged over $4.6 million in deals.
Overview
The challenge
Nealon came to us through a repeat client. The team behind Catch ran Catch together, and we built its website before the company was acquired. After buying Nealon Insulation, a long-standing family business, they brought Pinecone Agency on.
Nealon Insulation has served Connecticut homeowners since 1977. Nearly five decades of expertise, a genuine reputation, and a website that averaged 22 clicks per month from Google.
Homeowners do not think about insulation until something goes wrong. A cold room, a high energy bill, a draughty attic. When that moment hits, they search online. Nealon was not showing up. The site had no educational content, poor search structure, an outdated design, and no mobile optimisation.
The expertise was there. The online visibility was not.
Our approach
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Strategy
Insulation is a considered purchase: homeowners search when something is wrong.
- Reach them at exactly that moment, and earn trust before asking for an enquiry
- A content structure built around education
- Answer the questions homeowners actually ask before they ever pick up the phone
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Design
Clean, approachable and trustworthy.
- Clear calls to action, with contact details easy to find
- Phone-number placement that removes all friction when a homeowner is ready to call
- Customer testimonials at key decision points: trust exactly when visitors need it most
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Development
Built in Webflow with a fully structured CMS.
- The Nealon team updates service pages and educational content independently, no technical knowledge required
- Scroll animations and image sliders lift engagement without slowing the site
- Mobile-first throughout, with schema markup and technical SEO from day one
Brand style guide
Alongside the website, Pinecone Agency refreshed Nealon Insulation's visual identity, redesigning the logo and setting it out as a full suite of versions, with the colours and typefaces the site is built on.
Logo
The logo pairs the NEALON wordmark and a star, with INSULATION set beneath. It comes as a standard logo, a wordmark, a stacked logo and the star on its own.
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Standard logo, gradient -
Stacked logo -
Reversed logo -
Star symbol
- Each version in gradient green, solid green, white, black and a reversed two-colour treatment
- The star also serves as the favicon, at 32px and 16px
Colour palette
The brand greens and a dark neutral, as set in the website design file.
Typography
- Satoshi
- Headings, bold, from 56px down to 20px
- Gelion
- Taglines and body text
Technical deep-dive
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Content management system
Built around two content types: services and educational articles.
- Service pages cover what’s involved, materials, applications and next steps
- Educational pages help undecided homeowners understand the value before they’re ready to enquire
- The Nealon team grows both sections independently, no developer required
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Google search visibility
Search visibility was treated as a foundation, not an afterthought.
- Local-business schema, clear page titles and a clean URL structure
- Internal links connect educational content to service pages
- Monthly clicks grew from 22 to over 5,500 in the first year; impressions passed 700,000
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Scroll animations and interactive features
Insulation is not a visual product, but improving a home is something homeowners care deeply about.
- Scroll-triggered animations reveal content as visitors move through the page
- Image sliders showcase service details and before-and-after visuals
- Visitors stay engaged long enough to understand what Nealon offers and take the next step
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Mobile-first development
Most homeowners search for local services on their phones.
- Every layout, call to action and contact element designed for a small screen first
- Ready for the homeowner who notices a cold attic on a Sunday evening and reaches for their phone
Results and impact
After the rebuild, Nealon went from near-zero online visibility to over 5,500 Google clicks a month, and the business has logged over $4.6 million in deals.
- 5,516
Avg. monthly Google clicks
from 22
- About 250× more monthly clicks than before the rebuild
- Over 5,500 homeowners clicking through monthly
- 724,929
Avg. monthly impressions
from 2,890
- Up from 2,890 impressions a month
- In front of nearly 725,000 Google searchers monthly
- +248%
Deals created in February (year on year)
- 80 deals created in February 2026, against 23 a year before
- $4.6M
Deals logged
Over $4.6 million in deals
Monthly clicks grew from 22 to over 5,500. Monthly impressions passed 700,000. In February 2026 deal creation hit 80, up 248% from the same month a year before. Across every channel, contractor work included, the business has logged over $4.6 million in deals.
That is what a well-built website can do for a trade services business. It turns Google searches into enquiries, and gives the sales team more of them to win.
Key takeaway
Trade services businesses often rely on referrals and word of mouth. For decades, that works. But the homeowner has changed. They search first, compare online, and decide before they call. A business that does not show up on Google is handing customers to competitors every single day.
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