Three Contractors.
No Ad Spend.
A plumber, a siding company and a remodeler, all in Washington. Twelve months of their own analytics, pulled straight from the dashboard. No projections, no averages, no rounding in our favour.
Trailing 12 months, to 6 October 2026
Why organic is the best pound-for-pound marketing a contractor can do
A paid lead is rented. You pay per click or per shared lead, the meter runs the whole time, and the day the card stops the phone stops with it. An article that ranks is the opposite. It is written once and then it keeps answering the same question for years at no marginal cost.
The clearest proof on this page is Roman's. Four articles about what plumbing work costs in West Seattle brought 1,406 entries in twelve months — more than his home page managed. One of them, on repiping costs, was the front door for 473 visits on its own. Those pages were written once. They were still working in month twelve, and they will be working in month twenty-four.
None of these three contractors is buying traffic. Between them they took 9,918 sessions and 315 tracked calls, forms and quote requests for effectively zero media spend. That is the whole argument, and it is their data, not ours.
Sasquatch Plumbing
A cost article out-earned the home page
Roman runs a plumbing company in West Seattle, and plumbing is the hardest kind of demand to buy: it arrives at 11pm with water on the floor, and the homeowner calls whoever is already in front of them. Sasquatch does not run ads. Every one of those 5,129 sessions was earned, and 64.7% of them came straight out of organic search. The part worth studying is which pages did the earning. The home page brought 1,146 entries. Four articles about what plumbing work actually costs in West Seattle brought 1,406 between them — more than the home page, from pages that cost nothing to keep live. "Repiping costs in West Seattle" alone was the entry point for 473 visits.
What happened
- ✓ 3,318 organic sessions in 12 months with no ad spend
- ✓ Cost and permit articles out-pulled the home page: 1,406 entries vs 1,146
- ✓ /blog/repiping-costs-in-west-seattle — 473 entries, the top non-home page
- ✓ /services/sump-pump-repair-west-seattle — 241 entries from one service page
- ✓ 3,500 of the 5,129 sessions landed in the most recent 90 days
Pages earning the traffic
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/blog/repiping-costs-in-west-seattle473 -
/blog/seattle-plumbing-permits-when-required370 -
/services/sump-pump-repair-west-seattle241 -
/blog/water-line-repair-cost-2025183
Bounce rate on this site is high (92% on organic) and that is the correct outcome for emergency plumbing — someone lands, reads the number, and phones. The 43 tracked call taps are the floor, not the ceiling, because a visitor who dials from their own keypad is never counted.
Seattle Trim Repair
Service-area pages and one cost guide, compounding
Max repairs exterior trim, siding and dry rot out of Ballard — considered work, not emergency work, so the buying window is long and the homeowner reads before they call. That shows in the numbers: 89 seconds average session against 1.9 pages per session, and 86 completed estimate forms over the year. Organic search brought 1,355 sessions and direct brought another 1,307, which is what a working referral loop plus a site people can actually find looks like. The site also pulled 92 sessions out of AI assistants — the highest share of the three, and the lowest bounce rate of any channel on the site at 48%. The last 30 days produced 990 sessions against 1,384 for the whole preceding quarter, so the curve is still bending upward.
What happened
- ✓ 86 completed estimate forms in 12 months, no ad spend
- ✓ 1,355 organic sessions plus 1,307 direct — earned and returning
- ✓ 92 sessions from AI assistants, bouncing at 48% against a 73% site average
- ✓ Two service-area pages ranking independently of the home page
- ✓ 990 sessions in the last 30 days vs 1,384 in the prior 90
Pages earning the traffic
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/guide-exterior-trim-repair-costs69 -
/siding-replacement-cost-seattle-area54 -
/service-areas/seattle/exterior-trim-repair33 -
/service-areas/seattle/trim-repair33
The 86 figure counts /thank-you/ pageviews, which is the conservative read — a refresh can double-count, and the separate lead_submit event only logged 11 because event tracking went live partway through the year.
Monarca Construction & Remodeling
The most engaged organic traffic of the three
Carlos builds kitchens, additions and custom homes around Bellingham and Whatcom County — the longest consideration cycle of the three trades here, and the largest ticket. His traffic is smaller than the others and considerably better. Organic visitors bounce at 32% against a 56% site average, and the site runs 2.1 pages per session over 55 seconds, because someone planning a remodel reads the portfolio before they ever fill anything in. /portfolio/ was the second most-viewed page on the site at 161 views. Over the year that produced 45 quote requests and 63 recorded quote-form steps. Four sessions came from paid social, across twelve months — effectively nothing. The work is being done by the site itself.
What happened
- ✓ 32% organic bounce rate — the best engagement of the three sites
- ✓ 45 quote requests and 63 recorded quote-form steps
- ✓ 2.1 pages per session, 55 seconds average — genuine reading
- ✓ /portfolio/ the #2 page at 161 views, doing the trust work
- ✓ Cost and advice articles are now entering as landing pages
Pages earning the traffic
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/portfolio/161 -
/the-2026-bellingham-home-remodeling-cost-trends25 -
/facts-about-the-custom-house21 -
/is-remodeling-a-home-worth-it18
Direct traffic is 59% here, higher than organic. For a contractor whose work travels by neighbourhood word of mouth that is healthy, but it does mean organic is a smaller slice of a smaller, higher-intent audience.
How these numbers were produced
- Every figure is read directly from each client's own Rybbit analytics property for the trailing twelve months. Nothing is modelled, averaged across clients, or projected forward.
- Rybbit is cookieless, so these are sessions, not unique people, and a returning homeowner can appear more than once.
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Completed forms are counted as
/thank-you/pageviews, which is the conservative measure. Separate event counters were switched on at different dates per site, which is why event totals and thank-you totals do not always match. - We publish no revenue, close-rate or cost-per-lead figures for these clients. Those live in their books rather than our analytics, so we are not in a position to verify them.
- There are no customer quotes on this page. We would rather show the dashboard than put words in a client's mouth.
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