First Paying ClientBuilt from ScratchWoman-Owned Business

From WordPress Disaster
to Digital Ferrari

Not just a faster website. A complete digital transformation with 60+ features across consultation, SEO, AI optimization, analytics, automated reporting, and beautiful transactional emails.

Before Skootle
77

Slow load times, no SEO strategy, scattered online presence, manual everything.

After Skootle
98

Lightning fast, dominating search, AI-optimized, automated insights, complete control.

Visit Live SiteSee Old Site (Wayback)Get Your Free Audit
The Before: What We Started With

The WordPress Disaster

Mary came to us with a template WordPress site that was actively hurting her business. Here's what we found under the hood.

38+ CSS Files Loaded

critical

Elementor, DeThemeKit, ElementsKit, WPForms bloat on every page

jQuery 1.12.4

critical

JavaScript framework from 2016 - security risks and performance drag

Broken Schema Markup

critical

LocalBusiness schema showed "towingllc" instead of her actual business

Generic Template Copy

high

"We recognize how important security..." - cookie-cutter, no personality

Single Location Only

high

Only targeting Chesterfield, VA - missing 25+ nearby service areas

Wrong Domain Name

medium

petronesecurity.com harder to find than petronelocksmith.com

38+
CSS Files
2016
jQuery Version
1
Location Targeted
Broken
Schema Markup

Don't take our word for it. See the old site yourself:

View on Wayback Machine

The Challenge

Petrone Locksmith is a woman-owned locksmith business serving 26 Virginia communities. In an industry dominated by men, Mary built her reputation on trust, reliability, and genuine customer care.

But her online presence didn't reflect the quality of her work. Her website was slow, hard to find on Google, and she had no way to track what was working.

"I knew I needed a better website, but I didn't know where to start. Every agency quoted me $10-15K and months of work."

Mary Petrone, Owner

Pain Points

  • 5.7 second load time on mobile
  • Invisible on local Google searches
  • No way to track leads or calls
  • Scattered reviews across platforms
  • Couldn't update content herself
  • No insights into what was working
Before We Built Anything

The Strategic Consultation

We didn't just dive into code. We spent time understanding Mary's business, researching her market, and building a strategy for domination.

Full SEO Consultation

Deep-dive strategy session analyzing current rankings, opportunities, and competitive landscape.

Complete SEO audit report with prioritized action items

Keyword Research

Identified what customers actually search for. Every keyword incorporated into pages, titles, and copy.

Keyword map with 100+ targeted search terms

Competitive Analysis

Analyzed what competitors were doing right and wrong. PageSpeed, reviews, service coverage.

Competitive intelligence report with gaps to exploit

Domain Guidance

Advised switching from petronesecurity.com to petronelocksmith.com for better search findability.

Domain migration plan with redirect strategy

DNS Configuration

Professional DNS setup on Cloudflare for reliable, fast domain resolution worldwide.

Enterprise-grade DNS with DNSSEC enabled

Content Strategy

Planned 250+ pages covering every service in every area. AI-optimized content structure.

Complete content architecture and sitemap
2 weeks of strategy before writing a single line of code

What We Built

Not just a website. A complete digital ecosystem designed to dominate local search, convert visitors into customers, and give Mary full control over her online presence.

0
PageSpeed Score
0+
SEO Pages
0
Service Areas
0+
Features Built

60 features across 12 categories

SEO Domination Strategy

When someone searches "locksmith in Henrico" or "car key replacement Short Pump", Mary's site now has a dedicated page targeting that exact query.

26 Area Landing Pages

Every Virginia community Mary serves has its own optimized page.

Service-Specific Pages

Individual pages for lock rekeying, car keys, emergency lockout, and more.

250+ Combo Pages

Every service × every area = massive search footprint.

26 Service Areas Covered

RichmondHenricoChesterfieldShort PumpGlen AllenMidlothianMechanicsvilleBon AirChesterColonial HeightsHopewellPetersburgAshlandHanoverGoochlandPowhatanNew KentCharles CityPrince GeorgeDinwiddieAmeliaCumberlandFluvannaLouisaCarolineKing William

Each area has its own landing page with unique content, testimonials, and service-specific information optimized for local search.

Rich Schema Markup

LocalBusinessAggregateRatingReviewFAQPageBreadcrumbListService

Google understands exactly what Mary offers and shows rich results with stars, hours, and reviews.

What Google Shows Now

Rich Snippets & Schema

Mary's listings now include star ratings, FAQs, and business info directly in search results. More visibility, more clicks.

Note: Mary's site was submitted to Google just 2 days ago. Rich snippets can take 1-4 weeks to appear in search results as Google indexes the new structured data.
locksmith in richmond va
petronelocksmith.comServicesRichmond

Locksmith in Richmond VA | 24/7 Emergency Service | Petrone Locksmith

4.9 rating·87 reviews

Woman-owned locksmith serving Richmond and 26 surrounding Virginia communities. Licensed, insured, and trusted since 2018. Car keys, lock rekey, emergency lockouts...

Open 24 hours
Serves Richmond, VA area

People also ask about Petrone Locksmith:

How much does a locksmith cost in Richmond?
Can you make car keys without the original?
Do you offer 24/7 emergency lockout service?
LocalBusiness

Name, hours, service area

AggregateRating

Stars and review count

FAQPage

Expandable Q&A in search

BreadcrumbList

Navigation path shown

AI & Voice Search Ready

When someone asks ChatGPT or Gemini "find me a locksmith in Richmond", Mary's business information is ready for AI to understand and recommend.

llms.txt - AI Business Profile

A structured file that tells AI assistants everything about Mary's business:

# llms.txt (1,482 lines)
business_name: Petrone Locksmith
owner: Mary Petrone
service_areas: 26 Virginia communities
services: [automotive, residential, commercial]
rating: 4.9/5 (87+ reviews)
...

llms-full.txt - Complete Profile

3,531 lines of detailed information including services, pricing guidance, FAQs, and testimonials - everything an AI needs to give accurate answers.

Voice Search Optimization

Optimized for voice assistants with Speakable schema markup:

Try saying:
"Hey Siri, find a locksmith near me"
Or:
"OK Google, locksmith in Richmond Virginia"

17+ voice command variations optimized for Google Assistant, Alexa, and Siri.

Compatible with:

ChatGPTGeminiClaudePerplexitySiriAlexaGoogle

Analytics & Weekly Reports

Mary doesn't need to log into Google Analytics or Search Console. Every Monday, she gets a complete intelligence report in her inbox.

What's Tracked

  • 25+ custom events (phone clicks, form steps, scroll depth)
  • Traffic sources and device breakdown
  • Top search queries and ranking positions
  • Click-through rates and conversions
  • PageSpeed scores over time

Weekly Intelligence Report

Every Monday at 8 AM EST:

🔥 Hot
Search clicks up 23% - "locksmith henrico" driving traffic
⚠️ Attention
5 new pages discovered but not yet indexed
💡 Opportunity
"car locksmith richmond" has high impressions, low CTR - optimize title

AI-powered insights identify what's working and what needs attention.

Agents Scanned the Internet

Review Aggregation System

Our AI agents crawled every review platform to find and consolidate Mary's reputation. Now monitored 24/7 for new reviews.

4.9
87 verified reviews
G
Google
4.9 (42)
A
Angi
5 (28)
Y
Yelp
4.5 (12)
N
Nextdoor
5 (5)

AI Discovery

Our agents crawled Angi, Google, Yelp, Nextdoor, and Facebook to find every review mentioning Mary's business.

Consolidated Display

All reviews now appear on Mary's site with proper schema markup. Visitors see her full reputation at a glance.

24/7 Monitoring

New reviews trigger instant alerts. Mary can respond quickly and keep her stellar reputation intact.

Sample Reviews We Found & Displayed

"Mary was a lifesaver! Got locked out at 11pm and she was there in 20 minutes."

Jennifer M.via Google

"Best locksmith in Richmond. Professional, fast, and fair prices."

Robert K.via Angi

"She replaced all our locks same day. Highly recommend!"

Sarah T.via Nextdoor
See Live Review Display
More Than a CMS

Complete Business System

19 custom schemas power Mary's entire operation. Not just website content, but jobs, customers, inventory, invoices, and expenses. A full CRM and ERP in one dashboard.

19
Custom Schemas
60s
To Go Live
$0
Developer Calls

Business Operations

Run the entire business from one dashboard

6 schemas

Jobs

Full job tracking with lock details, vehicle info, time tracking, photos, and warranty management

Never lose track of a service call. See complete history for any address.

Customers

Customer database with contact preferences, vehicles, properties, access codes, and VIP status

Build relationships. Know who your repeat customers are and their complete history.

Invoices

Quotes and invoices with line items, labor hours, discounts, and payment tracking

Professional invoicing. Track what's paid and what's outstanding.

Inventory

Track locks, keys, and supplies with low-stock alerts and reorder points

Know what's in the van before accepting a job. Never run out of common parts.

Expenses

Business expense tracking with receipt uploads and tax deductible flags

Tax time becomes easy. Every expense is categorized and documented.

Mileage

Track driving for service calls with start/end locations

Maximize your mileage deduction. IRS-ready records.

Lead Capture & Marketing

Turn website visitors into paying customers

3 schemas

Leads

Contact form submissions with urgency levels, status tracking, follow-up reminders, and conversion tracking

Never miss a lead. Track every inquiry from first contact to completed job.

Subscribers

Newsletter email list with signup source tracking

Build your email list. Stay top-of-mind with potential customers.

Newsletters

Email campaign management with scheduling and tracking

Send seasonal promotions and tips. Professional email marketing.

Website Content

Update your site without calling a developer

4 schemas

Testimonials

Customer reviews with ratings, service type, location, and platform source

Showcase your best reviews. Feature them on specific service or area pages.

FAQs

Frequently asked questions organized by category

Answer common questions before they call. Improve SEO with FAQ schema.

Promotions

Seasonal offers with promo codes, date ranges, and service targeting

Run sales and specials. Automatically start and end promotions.

Team Members

Staff profiles with photos, bios, and credentials

Put a face to your business. Build trust before they call.

Everything Connects

Data flows between schemas automatically. Mary doesn't manage separate spreadsheets. It's one connected system.

Lead → Customer → Job Flow

When a lead converts, link them to a customer record. When you do the job, link it to both. See the complete journey.

Job → Invoice → Payment

Create an invoice from a job with one click. Track payment status. Know exactly what's owed.

Inventory → Job → Expense

Parts used on a job update inventory. Cost of parts feeds into profitability reports.

Expense → Tax Reports

Every receipt is photographed and categorized. Export by category at tax time.

What Mary Can Update Herself

  • Add new customer testimonials
  • Update FAQ questions and answers
  • Create and schedule promotions
  • Track leads from new to completed
  • Log jobs with photos and details
  • Create and send invoices
  • Track inventory and expenses
  • View reports and analytics

Real-Time Updates

Changes Mary makes in the CMS go live within 60 seconds via Incremental Static Regeneration (ISR). No deployment needed, no developer required.

CMS UpdateLive on Site
60s
Not Your Generic WPForms

Beautiful Forms & Emails

Every touchpoint with your customers should feel premium. Clean contact forms, instant notifications, and branded email responses.

Clean Contact Experience

Mobile-first design with large tap targets

Not the clunky WPForms look with tiny inputs

Instant Lead Notifications

Mary gets notified within seconds when someone fills out the contact form. Includes all details formatted for quick response.

Beautiful Auto-Reply

Customers receive a branded confirmation email instantly. Not a generic "We received your message" but a premium, on-brand response.

Newsletter Welcome Sequence

New subscribers get a warm welcome with helpful tips. Builds relationship before they even need locksmith services.

Premium Email Design

Dark gradient templates matching the website aesthetic. Works perfectly in Gmail, Outlook, and Apple Mail.

WordPress Emails

Plain text, generic, forgettable

Skootle Emails

Branded, beautiful, professional

Performance Results

The original problem that brought Mary to us: her site scored 77 on Google PageSpeed and took 5.7 seconds to load. Here's what changed.

PageSpeed Score
Before
77
After
98
+21 points
Load Time (LCP)
Before
5.7s
After
2.0s
2.85x faster
Unused JavaScript
Before
860KB
After
45KB
95% reduction
Render Delay
Before
2,076ms
After
40ms
50x faster
Technical Details (For Developers)

Fix 1: Remove Webpack Config

- bundler: 'webpack',

This single line was including 860KB of dev tools in production.

Fix 2: Dynamic Import Newsletter

const NewsletterSignup = dynamic(
() => import('./NewsletterSignup'),
{ ssr: true }
)

react-hook-form (24KB) no longer blocks initial render.

Fix 3: Disable Link Prefetching

<Link href="..." prefetch={false}>

25+ footer links were prefetching pages users never visited.

Business Impact

"I finally have a website that reflects the quality of my work. Customers tell me it looks professional, it's easy to find me on Google, and I actually understand what's happening with my business online."
Mary Petrone
Owner, Petrone Locksmith

What Google Sees Now

PageSpeed Score98/100
Mobile FriendlyYes
Core Web VitalsPassing
Indexed Pages250+
Rich ResultsActive
Schema Types6

The Complete Package

Everything Mary got in her Sprint Build. This is what "working with Skootle" means.

5
Strategic Consultation
5
Performance & Speed
8
SEO & Search Domination
4
AI & Voice Search
4
Analytics & Intelligence
4
Automated Reporting
7
Reviews & Social Proof
4
CMS & Content Management
5
Conversion Optimization
4
Transactional Emails
6
Design & UX
4
Technical Infrastructure
60+
Total Features
Built in weeks, not months

Want Results Like Mary's?

Your Wix, WordPress, or agency-built site is probably slower than you think - and missing most of these features. Get a free audit and see exactly what Google sees.

Get Your Free AuditSee More Results

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Or call: 804-476-0275