Outback Construction Inc.
From a Rented Website to a Ranking Local Brand
Services: website rebuild and migration, local SEO, Google Business Profile strategy.
At a Glance
Moved a family- and veteran-owned builder off a rented website platform and onto a domain, DNS, and site they own outright / Replaced the rented agency website with a 21-page site built for local search, loading in about 1.3 seconds / Domain authority climbed from 0.5 to 10 in three weeks as new links landed, including two from a national pool manufacturer / First full week of tracking: 873 search impressions, 26 clicks, and position 11 for “custom home builder lebanon tn” with a 27 percent click-through rate
The Client
Outback Construction is a family- and veteran-owned general contractor in Lebanon, Tennessee. They build custom homes, in-ground fiberglass pools, pool houses, and complete backyard living spaces across Wilson and Williamson County. They are one of the only builders in their market who can deliver the pool, the pool house, the outdoor kitchen, and the grading under one contract from a licensed general contractor.
Their work is exceptional. Imagine Pools, a national fiberglass pool manufacturer, named their Mt. Juliet build its national Pool of the Month. But online, almost none of that showed. Their website lived on a rented platform they did not own, and their visibility in local search did not match the quality of what they build.
The Problem
Outback’s website lived on a rented platform. The provider owned the pages, controlled the DNS, the plumbing that connects a domain name to a live site, and held the whole setup behind their walls for a monthly fee. Nothing could be moved, customized, or fully controlled, and the day the relationship ended, none of it would travel with them.
That arrangement showed in the results. Gallery captions still carried the platform’s placeholder text. Project photos that should have been selling for them sat unlabeled where Google could not read them. And a builder holding a national award had almost no visibility for the searches homeowners in their own county were running every week.
Renting a website is the norm for small businesses, and it is a quiet liability. You can pay for years and walk away owning nothing.
What We Did
The escape. We moved Outback’s domain onto a registrar and DNS they control, connected it to the new site we built, and verified Google Search Console the same night. No more platform in the middle. They now own the registrar, the DNS, and the site outright, and no provider can ever hold any piece of it over them again.
The rebuild. We replaced the rented site with a 21-page build designed around how homeowners in Middle Tennessee actually search: dedicated service pages for custom homes, pools, pool houses, and backyard living, city pages for Lebanon, Mt. Juliet, and the surrounding markets, and real project case studies with the photography their work deserves. Every retired URL was redirected properly so nothing Google knew about them was wasted. The new site loads in about 1.3 seconds and carries structured data that tells Google exactly who Outback is and where they work.
The foundation for growth. With the site live, we audited every page, mapped their keywords against every competitor ranking in their market, and built a Google Business Profile strategy around their national award. We rebuilt their email on Google Workspace with proper authentication so their messages land in inboxes instead of spam folders. All of it feeds a six-month local SEO roadmap that starts with lead tracking, so every form fill and phone call gets counted, and ends with one goal: page-one visibility across Wilson County and a lead pipeline they can see in a report instead of guessing at.
Early Results
This engagement is young, and we believe in honest numbers, so here is the real starting picture rather than inflated promises.
In the first full week of tracking, Google showed the new site to searchers 873 times and earned 26 clicks. The site already sits at position 11 for “custom home builder lebanon tn,” the top of page two, and when Google shows Outback for that search, 27 percent of people click. That is a signal you cannot fake: when searchers see them, they choose them.
Authority is building fast. Domain Rating climbed from 0.5 to 11 in three weeks, with referring domains growing from 187 to 291, including two links from Imagine Pools’ national award story about the Mt. Juliet build.
And when the right people land on the site, they stay. Visitors on the Lebanon pool project page have stayed for more than 25 minutes. The Mt. Juliet pool house project averages over 6 minutes per visit. The work sells itself. Our job is getting more of the right homeowners in front of it.
The Takeaway
Outback Construction now owns every piece of their online presence: the domain, the DNS, the website, the analytics, and the strategy. No platform sits between them and their customers. That ownership is the foundation for a market position their competitors will have a hard time answering: the only award-winning builder in their area who can deliver the entire backyard under one roof.
See their work at Outback Construction, a custom home and pool builder in Lebanon, TN
