A dated first impression
The design and performance felt years behind the company's actual capabilities, undercutting trust before a single conversation.
28 years of trust. Finally visible online.
A 28-year California IT provider running an early-2000s website. We rebuilt the whole digital presence, and 6 months later they reported roughly 3× the visitors.
Before & after
Same company. Different era.
Before, 2024
After, the rebuild
What we did
The work, up close.
15 pieces of the build, every one a real page from the live site.
Homepage
A modern platform, not a facelift
A location-led hero naming Salinas and Monterey, the founder present above the fold, and 3 scannable service cards. The company reads as the established provider it already was.
6 categories replacing an unstructured catalog
Service hub
One page that makes sense of everything
Roughly 60 services collapsed into 6 categories a business owner recognises: Managed IT, Security, Cloud, Hardware, Software and Business Communication. Structure came before design.
1 hub, 6 clear routes
Managed IT
Flat-rate support, explained in business language
Outsourced IT, help desk, monitoring and vCIO written around uptime and predictable cost rather than acronyms, with a scheduling form built into the page.
Every service page ends in a booking form
Cybersecurity
The category that wins the enquiry
Network security, threat management and email protection given a dedicated page, because cybersecurity is the search that brings the most urgent buyers.
Its own indexed destination
Hardware
Procurement and lifecycle, not just repair
Hardware as a Service, deployment, cabling and lifecycle management presented as an ongoing relationship rather than a one-off fix.
Full lifecycle, 1 page
Industries
Let buyers see their own sector
Healthcare, manufacturing, engineering, finance, education and retail each get a path, so a visitor recognises their world instead of reading generic copy.
6 verticals addressed
Cloud
Educate first, sell second
Cloud pages explain what the technology does for a business before naming a product, which is what converts a researching visitor into a scheduled call.
Explanation ahead of the pitch
Education
A reason to visit before buying
An education hub covering ransomware, shadow IT, BYOD, continuity and network security. It reaches people at the research stage and keeps them in the site.
Topic content feeding the service pages
Local SEO
10 cities, each with its own front door
Instead of asking 1 page to rank everywhere, every market got a destination: Salinas, Monterey, Santa Cruz, San Jose and 6 more, each linked into the matching services.
10 city landing pages
Conversion
Every page ends in a next step
Schedule a Call is the single primary action sitewide, backed by a contact form, direct sales lines, and separate support routes so clients never compete with prospects.
1 primary action, 6 support paths
Trust
Put the founder on the page
28 years, a named co-founder with a photograph, and a partner and award stack. Proof that was already true, finally visible where buyers look.
Since 1996, 1,000+ customers
Software
The tools people use every day
Office 365, Google Workspace and software implementation given a page, because the applications staff touch daily are often the first reason a business calls an IT provider.
Microsoft and Google partner solutions
Communications
Phones, conferencing, and mobility
Business VoIP, mobile communication and conferencing sit in their own category, so a company shopping for phones does not have to dig through managed IT to find them.
A 6th service pillar, not a footnote
City page
What a city page looks like up close
Local proof, area-specific copy and a scheduling form. Multiply this by 10 markets and a single generic page becomes a network of relevant destinations.
1 of 10, each built the same way
Publishing
A reason to come back
A blog on the same template system, so publishing costs minutes rather than a developer ticket, and every post feeds the service pages it relates to.
Content the client can extend alone
The client.
SRS Networks has served Salinas and Monterey since 1996, delivering managed IT and cybersecurity to more than 1,000 businesses on technologies from Dell, Microsoft, VMware, and Cisco.
At a glance
The engagement, on paper.
- Client
- SRS Networks, a managed service provider serving Salinas, Monterey, and the surrounding California markets since 1996.
- Industry
- Managed IT, cybersecurity, cloud, infrastructure, data protection, and business communications.
- Starting point
- An early-2000s website that under-represented a business with 28+ years of history and 1,000+ customers.
- Scope
- Website strategy, information architecture, UX and visual redesign, development, performance, content architecture, local SEO, location pages, link building, and conversion optimization.
- Platform
- WordPress, with reusable page structures built for a large service and SEO content library.
- SEO period
- 6 months.
- Headline result
- Roughly 3× website visitors and significantly improved local rankings, as reported by SRS Networks.
Project goals
7 goals, in order.
Every decision on the project traced back to one of these, and each one set up the next.
01
Modernize without losing identity
Bring the presence up to date while protecting the local reputation built over nearly 3 decades.
02
Make it faster and simpler
Improve page delivery and give visitors a cleaner route through a very large service catalog.
03
Read as a proactive partner
Present a full-service managed IT and cybersecurity provider, not a break-fix computer shop.
04
Win qualified local visibility
Compete properly in each California market instead of 1 page trying to cover all of them.
05
Build category authority
Combine local citations with niche-relevant links to compete on genuinely competitive terms.
06
Turn visits into conversations
Convert more prospects into scheduled calls while keeping support instant for existing clients.
07
Leave a system, not a page
Ship a reusable framework for services, industries, locations, and educational content.
The challenge
A mature company. An early-2000s website.
Offline, SRS Networks was an established leader. Online, the story fell apart, and prospects noticed the gap first.
Thin local visibility
1 generic site was expected to rank across every city the company served, so it ranked strongly in none of them.
No clear path to a call
A broad service catalog with no guided journey meant visitors browsed, got lost, and left without booking anything.
A catalog too big to explain
Dozens of services across managed IT, security, cloud, hardware, software, and communications had no structure a business owner could scan.
Thin authority
Relevance and backlink strength lagged behind rivals competing for the same managed IT and cybersecurity searches.
No room to grow
There was no scalable foundation for new service pages, industries, locations, blog posts, or educational resources.
Our strategy
The decisions behind the build.
Six calls that shaped the project, and the reasoning we apply to work like this.
Group the catalog before designing a screen
An information architecture problem cannot be fixed with visuals. We turned a sprawling service list into 6 categories first, then designed against that structure.
One page per market, never one page for all of them
Relevance does not split. Asking a single page to rank in 10 towns produces a page that ranks well in none, so each market got its own destination.
Separate the buyer journey from the support journey
Existing clients hunting for help were crowding the path prospects needed. Sales and support now run on parallel routes that never compete.
One primary action, repeated everywhere
Competing calls to action weaken each other. Everything on the site points at Schedule a Call, so there is never a question about the next step.
Blend local links with category links
Local citations move geographic results. Niche-relevant links move competitive ones. Doing only the first caps how far a site can climb.
Ship a system, not a set of pages
Reusable templates mean the next city, service, or industry costs hours instead of a rebuild, so the site keeps compounding after we hand it over.
Scope of work
Everything the rebuild covered.
6 workstreams, and what each one actually included.
01 · Strategy & information architecture
- Audited the legacy site and its full service inventory
- Grouped services into 6 understandable top-level categories
- Separated sales navigation from client-support navigation
- Built a hierarchy for service, industry, location, resource, and conversion pages
02 · UX & visual redesign
- A hero built around location, expertise, and cybersecurity
- Visual service cards so owners can scan the core offerings
- Founder-led content reinforcing local ownership
- Customer, partner, award, and review sections for trust
03 · Development & performance
- Rebuilt on a modern WordPress page system
- Reusable structures for a large volume of service and SEO content
- Appointment scheduling and remote support built in
- Accessibility widget, review carousels, and a question prompt
04 · On-page & local SEO
- Rebuilt headings, titles, and service targeting around commercial searches
- Separate location pages instead of 1 generic page for every city
- Internal links tying locations to services and educational content
- Local business information and service-area references throughout
05 · Backlinks & authority
- Local backlinks strengthening geographic relevance and trust
- International and niche-relevant links building category authority
- A blended strategy: local signals for map and local organic, broader links for competitiveness
06 · Conversion & trust
- "Schedule a Call" as the single primary prospect action
- Immediate support access preserved for current clients
- Longevity, founder credibility, partners, awards, and reviews elevated
- Flat-rate proactive IT explained in business language, not jargon
Site architecture
The structure underneath.
A page system designed to keep growing long after launch.
Conversion paths
1 way in for buyers. 6 ways in for clients.
Prospects and existing customers want opposite things from the same website. Both got their own route.
For new prospects
- "Schedule a Call" in the header, hero, content sections, and footer
- An appointment flow that explains the next steps before you commit
- Contact form for slower-moving enquiries
- Direct sales phone and email links
- A proactive on-page question prompt
For existing clients
- A visible Get Support utility link, kept out of the sales journey
- Dedicated support phone and email
- Support portal and ticket submission
- Remote support and chat support
- Live meeting option for anything complex
Before vs after
What actually changed.
BeforeAfter
Visual presentationEarly-2000s designModern IT and cybersecurity brand experience
PerformanceSlow and datedFaster, more usable implementation
CredibilityLooked smaller online than offlineFounder, history, partners, reviews, and awards visible
Service clarityA broad catalog with no structure6 clear categories with cards, subpages, and industry paths
Geographic reach1 generic presenceDedicated pages for 10 target markets
Organic footprintLimited reachService, industry, location, and educational coverage
AuthorityWeak against competitorsLocal and international backlink program
Role of the siteA brochureA lead, support, education, and growth platform
The results
3× the visitors in 6 months.
Within 6 months of relaunch, SRS Networks reported roughly 3× the website visitors, alongside significantly stronger local rankings.
3×Website visitors
6Months to results
28+Years of client trust
10Local city pages
Business impact
What the numbers meant day to day.
The traffic and ranking figures are reported by SRS Networks. The effects below describe how a rebuild of this kind changes a business, not separately measured outcomes.
Found without being known
More prospective customers reach the company through non-branded local searches, not just people who already knew the name.
Maturity that reads instantly
28+ years of history, 1,000+ customers, and enterprise-grade partners land before a sales conversation starts.
Visitors self-qualify
People filter themselves by service, industry, and location, so enquiries arrive already closer to a fit.
Support never competes with sales
Existing clients keep direct access to help while prospects get a clean scheduling path.
SEO gets cheaper over time
The reusable page system means new cities, services, and industries can be added without rebuilding anything.
It did not end at launch
The engagement was built to grow the business, rather than stopping the day the website went live.
Questions
The short version.
What exactly did Rizer do for SRS Networks?
A full rebuild across 6 workstreams, not a visual refresh:
- Strategy & architecture: audited the legacy site and reorganized a sprawling catalog into Managed IT, IT Security, Cloud Computing, IT Hardware, Software, and Business Communication.
- UX & design: a modern technology-services system: location-led hero, scannable service cards, founder-led content, and partner, award, and review sections.
- Development: rebuilt on WordPress with reusable page structures, plus appointment scheduling, remote support, and an accessibility widget.
- Local SEO: 10 dedicated city pages, internally linked to the service pages they match.
- Authority: local citations for geographic trust plus international niche-relevant links for topical strength.
- Conversion: "Schedule a Call" as the single primary action, with client support paths kept separate and instant.
How long did the results take?
The SEO program ran for 6 months after relaunch:
- Traffic: roughly 3× the website visitors within that window.
- Rankings: significant improvement across local search in the target markets.
- How it builds: the rebuild and on-page work land immediately; local rankings and backlink authority compound month over month.
- Attribution: traffic and ranking figures are reported by SRS Networks.
What did the local SEO work involve?
Ten markets, each with its own destination instead of 1 page trying to rank everywhere:
- Cities covered: Salinas, Monterey, Gonzales, Watsonville, Hollister, Capitola, Santa Cruz, Gilroy, San Jose, and the wider Bay Area.
- On every page: local business details, service-area references, and location-specific calls to action.
- Internal linking: each city page routes to the relevant service and educational content.
- Off-page: local citations for geographic relevance, plus niche-relevant international links for category authority.
How do you structure a site with a catalog this large?
Structure first, design second. The method we used here:
- Audit and group: inventory everything, then collapse it into the smallest number of categories a business owner would recognise. Here that was 6.
- Split the audiences: decide early which navigation belongs to buyers and which belongs to existing clients, and keep them apart.
- Give every intent a destination: services, industries, and locations each get their own page rather than sharing one.
- Link the layers: connect locations to services and services to educational content, so both readers and search engines can follow the hierarchy.
- Template it: build each page type once so the client can extend the site without coming back to us.
How does the site handle existing clients versus new buyers?
They want opposite things, so each got a separate route:
- Buyers get 1 action: "Schedule a Call" repeats in the header, hero, content sections, and footer, backed by an appointment flow that explains what happens next.
- Clients get 6 routes: a Get Support link, support phone and email, ticket portal, remote support, chat, and a live meeting option.
- Why it matters: support traffic never competes with the sales journey, and neither audience has to wade through the other's content.
Can Rizer do this for my business?
If your company is better than its website, this is exactly the gap we close:
- Best fit: established businesses whose site under-represents them, and service businesses selling across several towns or cities.
- Scope options: rebuild only, SEO only, or both run as 1 connected program, as SRS Networks did.
- What carries over: the same city-page system, internal-linking model, and single-primary-action conversion approach.
- Next step: book a free call and we'll map the fastest route for your market.
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