A Dallas asbestos and mold testing laboratory was working with an outdated website just as Hurricane Harvey created sudden demand for its services. Here is how our SEO, web design and PPC team approached it.
Client
MoldLab, an asbestos and mold testing laboratory in Dallas, Texas
Industry
Environmental testing laboratory (asbestos and mold analysis)
Services
WordPress web design and development, SEO, responsive design, Google Ads (AdWords) set-up and ongoing optimization
Scope
Website rebuild plus a short-term, Hurricane Harvey-focused paid campaign
Headline result
+242% increase in organic traffic (as listed on the Digital Success case studies page)
Digital Success rebuilt MoldLab’s outdated website as a responsive, SEO-friendly WordPress site and launched a fast paid search campaign for areas affected by Hurricane Harvey. The site began ranking well within a few months, and the campaign sent relevant traffic to dedicated landing pages and produced a high number of leads.
+242%
increase in organic traffic, as listed by Digital Success
2
workstreams: a WordPress SEO rebuild and a Google Ads campaign
The challenge: an outdated site and a window of urgent demand
MoldLab is an asbestos and mold testing laboratory in Dallas. Its website had been built years earlier and no longer met modern design standards or SEO best practices. That was costing the business customer engagement and Google rankings. The client wanted a newer version that was lighter, better looking and easier for both visitors and search engines to use.
The timing added pressure. The website project coincided with Hurricane Harvey, and the client saw a chance for its services to help many people. It needed a short-term campaign that could be put in place quickly and still reach far.
Our approach: Dallas WordPress web design and SEO, plus a fast PPC response
The work ran as two connected workstreams. The table summarizes what was documented for each.
| Workstream | What we did |
|---|---|
| 1. Rebuild the website for SEO and users | Developed an SEO-friendly WordPress website with the development and SEO teams working in tandem. Focused on a responsive layout and on optimizing user flow and built the site around key SEO ranking factors. The new site was appealing and engaging and began ranking high in search results within a few months. |
| 2. Launch a Hurricane Harvey PPC campaign | Quickly put together a Google Ads (AdWords) campaign targeting Hurricane-hit areas with relevant ads and keywords. Sent traffic to well-designed landing pages and kept optimizing the account after launch for maximum impact. |
A constraint we worked within: a launch timed with a disaster
Most website projects can take their time. This one could not. Hurricane Harvey created a short window in which MoldLab’s testing services were most relevant, so the paid campaign had to be built quickly and targeted tightly, while the new site was still being developed. Running SEO and development together, rather than one after the other, is what made that pace possible.
How to read the sections that follow. Each section carries a tag. Campaign evidence means activities and results documented in this engagement. Industry context and recommended practice are general guidance from Digital Success; they were not measured in this campaign and are not results.
Why Mold Testing Company SEO Starts with the Website
CAMPAIGN EVIDENCE + INDUSTRY CONTEXT
For a testing laboratory, the website is usually where a first inquiry begins: an inspector, property manager or homeowner looks for a lab, compares what they find, and contacts one. An outdated site works against that. In this engagement, the old site’s age and its gaps against modern design and SEO practice were the stated reason for the rebuild.
That is why the project began with the site itself rather than with ads alone. The documented solution combined a responsive layout, attention to user flow and the key SEO ranking factors, so that the same site could earn organic traffic and also give paid visitors a credible place to land. The case study lists a 242% increase in organic traffic; the full results graphic is published on the Digital Success page.
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PPC Management for Mold Testing Companies: Planning a Campaign Around Sudden Demand
CAMPAIGN EVIDENCE + RECOMMENDED PRACTICE
Documented: the team set up a Google Ads (AdWords) account, targeted areas hit by Hurricane Harvey with relevant ads and keywords, sent visitors to well-designed landing pages, and kept optimizing the account to maximize impact.
Recommended practice for any event-driven PPC campaign:
- Target by place first. When demand is tied to a specific event or area, location targeting does most of the work. Build the campaign around the affected areas, not the whole market.
- Match each ad group to a landing page. A visitor who searches for a specific service should land on a page about that service, not on the home page.
- Be ready to change quickly. Review search terms and ad copy often while demand is high and remove terms that bring in the wrong traffic.
- Plan the end. A short-term campaign should have a review point so spend can be scaled back when demand returns to normal.
Need PPC that responds when demand spikes?
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What Other Testing and Service Businesses Can Learn from This Project
CAMPAIGN EVIDENCE, THEN RECOMMENDED APPLICATION
| Lesson | What happened here (documented) | How to apply it (recommended) |
|---|---|---|
| Fix the foundation first | An outdated site was limiting engagement and rankings | Audit design, speed and SEO basics before spending on traffic |
| Build SEO in, not on | Development and SEO teams worked in tandem | Bring SEO requirements into the design brief from day one |
| Design for mobile users | A responsive site and optimized user flow were priorities | Test key pages on a phone before launch |
| Use timing | A short-term campaign was built around Hurricane Harvey | Keep a ready-to-launch campaign structure for predictable spikes |
| Keep optimizing | The ad account was optimized continuously after launch | Schedule regular reviews of search terms and landing pages |
Key takeaways for mold testing company SEO and PPC
- An outdated site is a growth problem. MoldLab’s old website limited both engagement and rankings, so the rebuild came first.
- SEO and development belong together. The WordPress site was built with both teams working in tandem, and began ranking within a few months.
- Paid search can respond fast. A targeted campaign with dedicated landing pages generated a high number of leads during a period of sudden demand.
Frequently Asked Questions
Digital Success built a responsive, SEO-friendly WordPress website for a Dallas asbestos and mold testing laboratory, with the development and SEO teams working together. The team also set up a Google Ads (AdWords) account and ran a short-term campaign aimed at areas hit by Hurricane Harvey.
The existing site had been built years earlier and did not meet modern design standards or SEO best practices. That limited customer engagement and Google rankings, so the client wanted a lighter, more user-friendly and search-friendly version.
The team targeted Hurricane Harvey affected areas with relevant ads and keywords and sent the traffic to purpose-built landing pages. The campaign was optimized continuously after launch and generated a high number of leads, according to the case study.
Digital Success lists a 242% increase in organic traffic for MoldLab. The baseline, time period, lead counts and ad spend are not published in the text of the case study.
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