Directory website / home services / lead generation · Portfolio example
Service XTC: Home Services Directory
An operating home-services directory with custom business discovery, local context, related-content tools and website email operations.
Work directly with Brian Bateman in Sheboygan, Wisconsin. Serving businesses locally and nationwide.
The challenge
Home service searches are fragmented. Visitors need fast category paths, service descriptions, local listing opportunities, and clear calls to action, while the site also needs enough topical structure to support organic search and potential paid campaigns.
The solution
DOYJO structured the site around service categories, directory listings, local housing content, advertising areas, and lead-oriented calls to action so visitors can move quickly from need to service category.
Current website view
The current homepage puts local business discovery first: service or business name, location and category lead into the directory. Home-service categories and housing content support that search path.
Advertising and loading refinements
We improved local font and stylesheet delivery, supplied smaller responsive service images, corrected navigation timing and clarified accessible labels. The directory remains the main route into local service categories.
The homepage now uses labelled promotions for DOYJO properties in its display placements. Paid advertising remains available on content pages. This reduces disruptive homepage advertising while keeping useful promotional space.
Faster entry to service discovery
We removed homepage directory assets that the first view does not use, improved contrast and stylesheet delivery, and deferred optional interfaces until they are needed. Four smaller card images reduce their combined file size from about 253 KB to 88 KB; images visible in the first desktop view now load promptly. The native service search and category discovery remain available.
The current phone experience
On a phone, the directory fields stack in the order a visitor needs them: what service they want, where they need it and which category fits. The search button and common service shortcuts remain close to those choices.
DOYJO organized Service XTC around the relationship between local needs, service categories, listings and supporting housing content. A person can begin with a broad trade such as plumbing or roofing and add a location to keep the search relevant.
This capture shows the public search interface before a query is submitted. It documents the current layout and information hierarchy, while the custom directory work described below explains the supporting system.
Current layout, measured separately
The updated page was inspected at phone and desktop sizes. The fresh Lighthouse reports below document loading behavior, including the remaining limitations. A screenshot shows the interface; it does not establish search rankings, revenue or visitor growth.
Current view captured October 16, 2026 in Chrome Incognito with DevTools mobile emulation at 390 by 844 CSS pixels.
Custom software behind the directory
Service XTC is an operating DOYJO-owned home-services directory with a custom Local Business Discovery integration. The shared search tooling is adapted to its business listings and service audience.
Its supporting plugins include Local Headlines, Page Location Helper, Smart Related Control and resumable knowledge-source synchronization. Doyjo SMTP provides delivery diagnostics, retries and failover controls, while request and query-cache helpers support website operations.
The project demonstrates directory website development, custom WordPress search, related-content tools and WordPress email delivery.
The results
Home-service visitors can move through category paths, local listings, service explanations, ads, and calls to action while the site builds a foundation for search visibility and lead generation.
Current Lighthouse evidence
We tested the current website after the October 16 optimization work. Lighthouse 13.5.0 ran in fresh Chrome Incognito sessions with extensions disabled. The screenshots and scores below come from the same recorded runs.
These are dated lab measurements. They help identify loading and technical issues; they do not establish rankings, revenue, real-user performance or complete accessibility. Results can vary with network conditions and third-party services.
Mobile Lighthouse results
October 16, 2026 · after optimization
- Performance
- 96
- Accessibility
- 100
- Best Practices
- 100
- SEO
- 100
Completed without a Lighthouse run warning.
First contentful paint: 2.3 s. Largest contentful paint: 2.3 s. Blocking time: 40 ms. Layout shift: 0.001.
Moto G Power emulation with simulated Slow 4G and CPU slowdown. Audit timestamp: 2026-10-17T03:46:35.097Z. Local review date: October 16, 2026, America/Chicago.
Desktop Lighthouse results
October 16, 2026 · after optimization
- Performance
- 95
- Accessibility
- 100
- Best Practices
- 100
- SEO
- 100
Completed without a Lighthouse run warning.
First contentful paint: 0.8 s. Largest contentful paint: 1.4 s. Blocking time: 0 ms. Layout shift: 0.012.
Desktop preset with simulated network conditions. Audit timestamp: 2026-10-17T03:46:47.977Z. Local review date: October 16, 2026, America/Chicago.
Google Search achievement history
Successive milestones, documented by Google
Google’s saved achievement history documents progression from the 5-click milestone on Feb 12, 2025 to the 4K-click milestone on Jul 3, 2025.
| Google milestone | Achieved |
|---|---|
| 5 clicks in 28 days | Feb 12, 2025 |
| 180 clicks in 28 days | Mar 1, 2025 |
| 500 clicks in 28 days | Mar 11, 2025 |
| 1.5K clicks in 28 days | Apr 17, 2025 |
| 4K clicks in 28 days | Jul 3, 2025 |
These dated achievements make the campaign’s progress visible beyond a single month’s comparison. We preserve the proof and continue using current search data to choose the next practical improvement.
Each badge represents a historical 28-day milestone. The milestones are not added together or presented as current monthly traffic, and the earliest saved badge is not assumed to be the campaign start.
121.8% more Google search impressions
September 1–30, 2026 compared with September 1–30, 2025. Verified October 17, 2026.
Service XTC appeared in Google search results 29,237 times, compared with 13,183 a year earlier.
The larger search footprint provides more opportunities to connect people with housing and home services. We use the query and page data to focus ongoing improvements on relevance and useful onward actions.
Impressions measure visibility, not visits or leads. The full client report tracks clicks separately.
Your next step
Let’s talk about your project.
Interested in an approach like this? Tell Brian about your business, the part of this example that interests you and what you want to improve.