Case Study: North Star Outdoor Lighting
How a Scottsdale lighting company got its Google Ads leads recorded again and its website cleaned up for search.
The Challenge
North Star Outdoor Lighting designs and installs landscape and security lighting in Scottsdale and the surrounding cities. The company came to us for a single blog update. A review of the site found bigger problems: the Google Ads conversion tag was listening for a form plugin the site no longer used, so web leads from ads were never recorded. Scheduled website tasks had never run, and a plugin update had removed the structured data search engines use to understand the business.
Services Provided
- Technical SEO and website remediation
- Google Ads conversion tracking repair
- Structured data for the business, services and FAQs
- Image optimization and accessibility fixes
Work Completed
- Repaired Google Ads form conversion tracking so web leads are recorded
- Fixed the website task scheduler so scheduled jobs run
- Rebuilt structured data in code so plugin updates cannot remove it again
- Rewrote page titles and fixed duplicate and missing headings
- Wrote descriptions for 241 gallery images
- Compressed oversized images, cutting the homepage from 4.8 MB to 2.5 MB
Measurable Results
Measured across all 84 indexable pages, before and after the work:
- Pages with structured data beyond breadcrumbs: 4 to 84
- Pages showing the full business address to search engines: 0 to 84
- Page titles outside the recommended length: 20 to 0
- Duplicate page titles: 4 to 0
- Heading errors: 11 to 0
- Images missing descriptions: 319 to 45 (the remaining 45 are decorative)
- Homepage size: 4.8 MB to 2.5 MB
Timeframe
Audit completed August 28, 2026. Work completed September 10, 2026, with a follow-up check on September 14, 2026.
