Complete Landscaping & Complete Pools
How Stealth Digital Built a Lead-Generating, SEO-Dominant Digital Presence for North Bay's Premier Outdoor Living Companies
Industry
Landscaping & Pool Installation (Residential & Commercial)
Project Type
Website Redesign + New Launch + Ongoing Digital Marketing
Tech Stack
WordPress, Google Ads, Meta Ads, Google Business Profile
Timeline
2021 – Present (5 Years)
The "Before": Two Companies, Two Very Different Starting Points
Complete Landscaping and Complete Pools & Spas are sister companies based in North Bay, Ontario, operated by Cory Wilson and his team. Known locally for exceptional craftsmanship, on-time project delivery, and honest, fair pricing, they had built a strong reputation across North Bay and the surrounding region. With services ranging from interlocking brick, retaining walls, and outdoor kitchens, to custom inground steel pool and spa installations, they had everything a homeowner could want for a backyard transformation.
When Cory came to Stealth Digital in 2021, the two businesses presented two distinct challenges.
Complete Landscaping
Had an existing web presence, but it wasn't working hard enough for the business. The site wasn't effectively showcasing the quality of the team's work, wasn't optimized for local search, and wasn't converting visitors into leads. It needed a full rebuild with a clear strategy behind it.
Complete Pools & Spas
Was a different story entirely. This was a brand new business with no website, no digital footprint, and no marketing of any kind. Everything needed to be built from scratch: the website, the brand presence, the SEO foundation, the advertising, and the social media. The opportunity was significant, but so was the challenge of establishing a new company in a competitive local market.
In both cases, the businesses were running largely on word-of-mouth referrals. Powerful, but limited in reach and difficult to scale. The goal was to build a digital foundation that could bring the same quality and professionalism of the work itself into every online touchpoint.
The Main Pain Point: Great Work That Not Enough People Could Find
Landscaping and pool installation are high-consideration, high-investment decisions. Homeowners research extensively before calling anyone. If Complete Landscaping and Complete Pools weren't visible during that research phase (on Google, on social media, in ads) those leads were going to competitors.
Underperforming in Search
North Bay homeowners searching for pool installation or landscaping services weren't finding Complete Pools or Complete Landscaping near the top of results. Years of exceptional project work had no organic discovery engine behind it.
No Portfolio Platform
Cory's team was completing stunning backyard transformations — pools, patios, retaining walls, outdoor kitchens — but had no centralized, professional platform to showcase that work online where it could generate new business.
Seasonal Demand Spikes
Landscaping and pool installation are intensely seasonal. Without Google Ads and Meta Ads running during peak buying windows, the companies were missing significant revenue opportunities every spring and summer.
Two Brands, One Team
Operating two separate but complementary brands created an opportunity to cross-refer and upsell. That opportunity could only be realized if the digital presence was structured to connect them intelligently.
The "Engine" Components — What We Built and Why
Stealth Digital approached this engagement as a full-stack digital growth partnership, not just a website build. Every component was designed to generate leads, build trust, and establish long-term market dominance in North Bay's outdoor living space.
1. WordPress Websites — Built to Showcase and Convert
We tackled each brand according to its needs. For Complete Landscaping, we redesigned and rebuilt the existing site from the ground up on WordPress, replacing what wasn't working with a focused, conversion-oriented platform. For Complete Pools & Spas, we built everything from scratch — no existing site, no existing presence, just a vision for a new business and a blank canvas.
Portfolio-First Architecture
The primary goal of both sites was to showcase completed work. High-quality photos and, where available, video and drone footage of finished projects are featured throughout, giving prospective clients a clear sense of what's possible and reinforcing the quality of Cory's craftsmanship before a single word is read.
Service Pages with Conversion Intent
Every major service — inground pools, spas, water features, interlocking brick, retaining walls, outdoor kitchens, flagstone, irrigation systems, lawn installation, and more — has a dedicated, optimized page. This helps visitors self-qualify and find the service they need, while giving search engines the topical depth required to rank for competitive local terms.
Cross-Brand Integration
The Complete Pools site links directly to Complete Landscaping (and vice versa), turning what could have been siloed audiences into a unified pipeline. A homeowner starting their journey looking for a pool naturally discovers the landscaping services, and the integrated brand builds confidence in the team's full-service capabilities.
Trust Signals Built In
The 2–5 year warranty on all work, real client testimonials, and the team's approachable, professional tone are woven throughout both sites to reduce friction and build confidence with first-time visitors.
2. SEO — Top 3 Rankings for High-Value Local Terms
Search engine optimization has been a cornerstone of this engagement from day one. The results speak for themselves: Complete Landscaping and Complete Pools consistently rank in the top 3 positions on Google for their targeted landscaping and pool installation terms in the North Bay market.
Top 3 Google Rankings
For key landscaping and pool installation terms
This is the result of a deliberate, sustained SEO strategy that includes:
- On-Page Optimization: Every service page, image, heading, and meta description is optimized for the search terms North Bay homeowners actually use when looking for these services.
- Local SEO and Citation Building: Both businesses are fully optimized for local search, with consistent NAP (Name, Address, Phone) data across the web and listings built out across key directories. This includes Google Business Profile, Apple Maps Connect, and a network of relevant business and industry directories.
- Content Depth: Rather than thin, generic pages, both sites feature substantive content that answers real customer questions: what's involved in pool construction, what permits are required, how long projects take, and what to expect from the process.
- Technical Foundation: Clean site architecture, fast load times, mobile-responsive design, and proper crawlability ensure that Google can index and rank both sites effectively.
3. Google Business Profile — Local Map Pack Authority
We manage both companies' Google Business Profiles on an ongoing basis, keeping them updated with weekly posts, new project photos, and accurate business information.
Ranking in Google's local Map Pack (the map results that appear above organic listings) is often the highest-converting real estate in local search. Both Complete Landscaping and Complete Pools maintain strong Map Pack presence for their key terms, driving direct calls and website visits from high-intent local searchers.
4. Google Ads — Capturing Peak-Season Demand
We run and manage Google Ads campaigns for both brands, timed to capture the intense seasonal demand that landscaping and pool installation businesses experience in spring and early summer.
When a North Bay homeowner is actively searching for pool installation or landscaping services, paid search campaigns ensure Complete Landscaping and Complete Pools appear at the top of the results, capturing high-intent leads at exactly the moment they're ready to make contact.
Campaign management includes ongoing keyword refinement, ad copy testing, bid strategy optimization, and performance monitoring to maximize lead quality and return on ad spend.
5. Meta Ads — Reaching Homeowners Before They Search
While Google Ads captures demand that already exists, Meta (Facebook and Instagram) advertising generates demand upstream. It reaches North Bay homeowners who match the profile of a likely customer and puts aspirational imagery of completed pools and landscaping projects in front of them before they've begun their search.
This top-of-funnel activity builds brand recognition and shortens the sales cycle when those homeowners eventually begin actively shopping for services.
6. Social Media Management — Weekly Content on Facebook, Instagram and GBP
We manage weekly social media content across Facebook, Instagram, and Google Business Profile for both brands.
Content strategy centres on showcasing completed projects, the most powerful form of social proof in the trades. When a North Bay homeowner sees a finished pool installation or a stunning interlocking stone patio in their feed, it does the selling before any conversation begins.
To fuel this content, Stealth Digital periodically captures professional photos, video walkthroughs, and drone footage of completed projects. This original visual content serves triple duty: it performs on social media, populates the website portfolio, and drives engagement in paid ads.
The Results: Consistent Top-3 Rankings, Year-Round Lead Generation, and a Growing Local Brand
Over five years, Stealth Digital has helped Complete Landscaping and Complete Pools grow from a word-of-mouth business into the dominant online presence in their category in the North Bay market.
A New Business Becomes a Market Leader
Complete Pools & Spas launched with zero digital presence in 2021. Today it ranks among the top pool installers in North Bay, with a professional website, strong organic rankings, and a full marketing operation behind it. Building a new brand from the ground up and reaching that position in five years is a result the whole team is proud of.
Year-Round Lead Generation
The combination of SEO, Google Ads, and Meta Ads creates a multi-channel lead pipeline that operates year-round, with paid campaigns ramped up during peak seasons and organic rankings generating consistent leads even when ad spend is paused.
A Portfolio That Sells
The websites now serve as a 24/7 sales tool, showcasing completed projects to prospective clients who can explore the team's range and quality of work before ever making contact. What was once communicated through word-of-mouth is now accessible to anyone who finds the site.
Social Media Presence That Builds Trust
Weekly content across Facebook, Instagram, and GBP keeps both brands top-of-mind in the community and provides a steady stream of project showcases, seasonal content, and brand touchpoints that build familiarity over time.
Client Testimonial
"Before working with Stealth Digital, we were busy, but only because people already knew us. Now we're getting calls from homeowners across the region who found us on Google and already know exactly what we do and what our work looks like. The website, the ads, the social media — it all works together. Five years in, it's become a core part of how we run the business."
— Cory Wilson, Owner
Complete Landscaping & Complete Pools
Why This Approach Works — Key Differentiators
1. Full-Funnel Digital Presence
Most local trades businesses invest in one or two digital channels. We built a complete funnel: SEO and GBP to capture high-intent organic demand, Google Ads for immediate peak-season leads, Meta Ads to build brand awareness upstream, and social media to maintain ongoing community presence.
2. The Work Speaks for Itself
The best marketing asset a premium trades company has is the quality of their finished work. Our content strategy — professional photography, drone footage, video walkthroughs — makes that quality visible online, turning completed projects into a continuous lead generation asset.
3. Two Brands, One Ecosystem
The strategic interlinking of Complete Landscaping and Complete Pools creates a natural cross-referral engine. A pool customer often needs landscaping; a landscaping client frequently wants a pool. The digital ecosystem connects these audiences and makes the case for the full scope of what Cory's team can deliver.
4. Consistency Creates Compounding Returns
This is a long-term engagement, not a one-time project. The weekly social media cadence, ongoing SEO refinements, continuous ad optimization, and fresh visual content mean both brands grow stronger in the market every month.
5. Local Market Expertise
Understanding North Bay's seasonal rhythms, community character, and competitive landscape allowed us to build a strategy that's genuinely fit-for-market, not a generic digital marketing template applied to a local business.
What's Next — Ongoing Growth and Evolution
Current Focus
- Maintaining and extending top-3 search rankings as competition evolves
- Ongoing social media content production including new project showcases
- Seasonal Google Ads and Meta Ads campaign management
- Fresh drone and photography captures of notable completed projects
Growth Opportunities
- Expanded video content featuring project walkthroughs and time-lapses
- Enhanced review generation strategy to build GBP authority further
- Retargeting campaigns to convert website visitors who didn't initially reach out
- Deeper portfolio pages with detailed project spotlights to increase time-on-site and SEO depth
As the portfolio of completed work grows and both brands continue to mature in the North Bay market, the opportunity exists to deepen content, explore new formats, and extend reach into surrounding communities across the Nipissing region.
Final Takeaway
Complete Landscaping came to Stealth Digital with a strong reputation and a website that wasn't doing it justice. Complete Pools & Spas came with something even more challenging: nothing at all. A new business, a blank slate, and a competitive market to break into.
By rebuilding Complete Landscaping's digital presence from the ground up and launching Complete Pools from scratch, then backing both with dominant local SEO, citation building across key directories, targeted paid advertising, and consistent social media management, we turned two word-of-mouth businesses into North Bay's most visible and discoverable outdoor living brands online. Complete Pools, in particular, grew from zero presence to one of the top pool installers in North Bay in five years.
The result: top-3 Google rankings, a multi-channel lead pipeline, and a growing portfolio of stunning completed projects that sells the team's quality before Cory ever picks up the phone.
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