Senior WordPress Developer & SEO/CRO Expert for Water Treatment Website

Senior WordPress Developer, Conversion Strategist, and SEO Specialist for Water-Treatment Website Project type Short-term, project-based engagement with the possibility of ongoing website, SEO, and digital marketing work. Company overview Clear Solutions is a growing water-treatment company with two distinct service divisions: 1. Residential water treatment throughout Central Ohio 2. Commercial water treatment nationwide Our residential division serves homeowners throughout Central Ohio with water softeners, iron and sulfur removal, reverse osmosis, whole-house filtration, drinking-water systems, well-water treatment, equipment service, water testing, rentals, and related water-treatment solutions. Our commercial division serves businesses, institutions, property owners, contractors, developers, and multi-location operators throughout the United States. Our commercial capabilities include high-flow water softeners, progressive-flow systems, reverse osmosis, filtration, system restoration, preventative maintenance, remote monitoring, water-usage monitoring, equipment rentals, emergency service, and ongoing service agreements. Our current website is: https://clearsolutionswater.com Project objective We are looking for an experienced website professional or small team to audit, improve, and potentially partially redevelop our existing WordPress website. The objective is not simply to make the website look better. We need the website to become a professional, measurable lead-generation platform that: - Generates more qualified residential leads in Central Ohio - Generates commercial water-treatment opportunities nationwide - Clearly separates residential and commercial visitors - Establishes Clear Solutions as a technically knowledgeable water-treatment company - Improves local and national organic search visibility - Increases telephone calls, quote requests, water-test requests, and commercial project inquiries - Properly tracks where leads originate - Makes it easy for our team to update content after the project is completed We want someone who understands website strategy, conversion-rate optimization, SEO, copywriting, user experience, analytics, and WordPress development—not someone who only installs templates or changes colors. Current website challenges Our current website provides a basic overview of the company, but it does not fully communicate the depth of our services or capabilities. Areas that may require improvement include: - Weak separation between residential and commercial services - Insufficient explanation of our nationwide commercial capabilities - Limited number of individual service pages - Limited local SEO content - Limited industry-specific commercial content - Generic messaging that does not fully demonstrate our expertise - Insufficient case studies, customer reviews, credentials, and trust signals - Basic lead forms that do not adequately qualify prospects - Limited conversion tracking and marketing attribution - Limited content targeting customer problems and buying questions - Insufficient calls to action throughout the website - Potential mobile usability, speed, technical SEO, and accessibility issues The selected professional should independently audit the website and identify additional opportunities. Primary scope of work 1. Website audit and strategy Perform a detailed audit of the existing website, including: - Website structure - Navigation - Homepage messaging - Residential customer journey - Commercial customer journey - Conversion opportunities - Lead forms - Calls to action - Local SEO - National commercial SEO - Technical SEO - Mobile usability - Page speed - Accessibility - Website credibility - Content quality - Analytics and conversion tracking - WordPress configuration - Plugin usage - Security and backups The audit must clearly distinguish between: - Verified problems - Recommended improvements - Items that require access to WordPress, hosting, analytics, or Google Search Console to verify The audit should produce a prioritized implementation plan rather than a generic list of recommendations. 2. Website positioning and messaging Develop a clear positioning strategy that communicates: Residential Water Treatment in Central Ohio. Commercial Water Treatment Nationwide. The website must immediately help visitors understand: - Who Clear Solutions serves - What services we provide - Where we provide those services - Why customers should choose us - How to contact us - What happens after they submit an inquiry The selected professional should improve or rewrite key website copy as needed, including: - Homepage headline - Supporting copy - Service summaries - Calls to action - Trust statements - Residential messaging - Commercial messaging - Contact-page messaging - Form instructions - Confirmation-page messaging The language should be professional, clear, technically credible, and understandable to customers who may not have water-treatment experience. 3. Homepage redesign or improvement Redesign or substantially improve the homepage to include: - A strong headline and value proposition - Clear residential and commercial pathways - Prominent telephone and quote-request options - Explanation of our Central Ohio residential service area - Explanation of our nationwide commercial capabilities - Major residential services - Major commercial services - Industries served - Trust and credibility elements - Customer reviews - Certifications or credentials - Project photographs - Case studies - Purchase, rental, financing, or service-program information where appropriate - Service-area information - Frequently asked questions - Strong closing call to action The homepage must be designed for both desktop and mobile users. 4. Residential website section Create or improve a dedicated residential section targeting homeowners throughout Central Ohio. Residential service pages may include: - Water softeners - Iron and sulfur removal - Reverse osmosis systems - Whole-house filtration - Drinking-water systems - Well-water treatment - Municipal or city-water treatment - UV disinfection - Nitrate treatment - Equipment repair and service - Water testing - Water-softener rentals - Financing options - Salt delivery, if applicable Each major service page should include: - Customer problems and symptoms - How the service or system works - Benefits - Installation process - Equipment or treatment options - Frequently asked questions - Pricing guidance or pricing factors where appropriate - Customer reviews or project examples - Relevant service areas - Clear calls to action - Internal links to related pages - Appropriate schema markup 5. Commercial website section Create or improve a dedicated commercial section that presents Clear Solutions as a nationwide commercial water-treatment provider. The commercial section may include pages for: - Commercial water softeners - Progressive-flow water-softening systems - High-volume water treatment - Commercial reverse osmosis - Commercial filtration - Dealkalization - Iron removal - Custom-designed treatment systems - System restoration and rebuilding - Preventative maintenance - Emergency commercial service - Remote equipment monitoring - Salt-level monitoring - Water-usage monitoring - Equipment rentals - Service contracts - Multi-location account service - Commercial water testing - Existing-system evaluation - Plan and specification review The commercial section should communicate our ability to work with: - Businesses - Property owners - General contractors - Mechanical contractors - Engineers - Developers - Facility managers - Maintenance departments - Purchasing departments - Multi-location operators - Institutional customers Commercial pages should provide more technical detail than residential pages while remaining understandable to decision-makers. 6. Industry-specific commercial pages Recommend and create priority industry pages for applications such as: - Restaurants and food-service operations - Truck stops and travel centers - Apartment communities - Hotels - Schools - Healthcare facilities - Manufacturing facilities - Car washes - Laundromats - Commercial kitchens - Boiler and cooling applications - Institutional facilities - Multi-site commercial operators Each industry page should explain: - Common water problems - Operational consequences of untreated water - Recommended treatment approaches - Equipment reliability and redundancy - Maintenance requirements - Monitoring capabilities - Cost-of-ownership considerations - Relevant case studies - Commercial contact process - Ability to upload specifications, plans, photographs, or water-test results 7. Local SEO for residential services Develop and implement a local SEO strategy for Central Ohio. Potential target areas include: - Newark - Heath - Granville - Pataskala - Etna - Pickerington - Reynoldsburg - New Albany - Johnstown - Zanesville - Lancaster - Columbus - Plain City - Marysville - Other surrounding Central Ohio communities Location pages must contain original, useful content. We do not want thin pages that merely replace one city name with another. Location-page content may include: - Local water-source information - Common local water problems - Well-water versus municipal-water concerns - Local projects or case studies - Customer reviews from the area - Services available in that area - Service response expectations - Local photographs - Frequently asked questions - Links to relevant residential services The selected professional should recommend which locations should be prioritized based on search opportunity and business value. 8. Nationwide commercial SEO Develop a national SEO strategy for commercial services. The strategy should prioritize: - Commercial treatment applications - Equipment types - Industry-specific searches - Facility problems - High-flow systems - Progressive-flow systems - Commercial reverse osmosis - Preventative maintenance - System restoration - Water monitoring - Multi-location service - Nationwide commercial installation - Commercial service contracts We do not want hundreds of duplicated state or city pages. The selected professional should recommend a national SEO structure based on genuine commercial search intent and useful technical content. 9. Lead-generation forms and conversion paths Create separate conversion paths for residential and commercial prospects. Residential lead form The residential form may include: - Name - Telephone number - Email address - Property address or ZIP code - Well water or municipal water - Primary water concern - Number of people in the household - Existing treatment equipment - Purchase, rental, financing, or undecided - Preferred appointment time - Photograph or water-test upload - Telephone and text-message consent language Commercial project form The commercial form may include: - Contact name - Company or organization - Telephone number - Email address - Project location - Facility type - Water source - Primary water problem - Existing equipment - Estimated daily water use - Peak flow rate, if known - Required completion date - Number of locations - Project plans or specifications - Water-test reports - Equipment photographs - Request for site visit or consultation The form should use conditional logic so visitors are not shown irrelevant questions. 10. Calls to action Recommend and implement calls to action such as: - Schedule a Water Analysis - Request a Residential Quote - Talk to a Water-Treatment Specialist - Request Commercial Project Review - Upload Plans or Water-Test Results - Schedule Equipment Service - Request a System Evaluation - Compare Purchase and Rental Options - Discuss Preventative Maintenance - Call for Commercial Support Calls to action should be visible throughout the site without making the design feel overly aggressive. 11. Mobile lead generation The mobile website should include: - Sticky click-to-call button - Sticky quote-request button - Simple navigation - Readable page layouts - Fast loading - Easy-to-complete forms - Proper button sizing - Minimal unnecessary scrolling - Easy access to residential and commercial pathways The selected professional must test the website on common mobile devices and screen sizes. 12. Trust and authority content Improve the website’s credibility by properly displaying available proof, including: - Google reviews - Customer testimonials - Residential installation photographs - Commercial installation photographs - Before-and-after water results - Case studies - Water-treatment credentials - Ohio EPA operator certifications, where relevant - Years of experience - Equipment brands - Warranty information - Maintenance capabilities - Emergency service capabilities - Nationwide commercial project experience - Commercial customer logos, when permission is available - Team photographs and biographies - Insurance and licensing information, where applicable The selected professional should recommend exactly where each type of proof should be placed. 13. Case-study structure Create a reusable case-study template that includes: - Customer or facility type - Project location - Existing water problem - Water-test results - Existing equipment - Recommended solution - Equipment installed or restored - Flow-rate and usage considerations - Project photographs - Results - Maintenance plan - Customer testimonial - Related services - Call to action The template should work for both residential and commercial projects. 14. Content and resource strategy Develop a prioritized content plan that can generate organic traffic and qualified leads. Content opportunities may include: - Why does my water smell like rotten eggs? - What causes orange stains in sinks and toilets? - How much does a water softener cost in Ohio? - Water softener versus whole-house filter - Well water versus municipal water treatment - How to know whether you need reverse osmosis - How often softener resin should be replaced - Why a water softener uses too much salt - Water-softener rental versus purchase - How to size a commercial water softener - Progressive-flow versus twin-alternating systems - Commercial water-treatment maintenance requirements - Signs a commercial softener needs rebuilt - How untreated hard water affects equipment - Commercial reverse-osmosis design considerations - Water-treatment planning for restaurants - Water-treatment planning for apartment communities - Water-treatment planning for truck stops - Water-treatment planning for schools - Water-treatment monitoring for multi-location businesses The selected professional should prioritize content based on: - Buyer intent - Lead value - Search opportunity - Residential versus commercial relevance - Difficulty - Ability to demonstrate Clear Solutions’ expertise 15. Technical SEO Review and improve: - Title tags - Meta descriptions - Heading structure - URL structure - Internal linking - Canonical tags - XML sitemap - Robots.txt - Indexation - Image alt text - Image file sizes - Broken links - Redirects - Duplicate content - Breadcrumbs - Open Graph metadata - LocalBusiness schema - Organization schema - Service schema - FAQ schema - Breadcrumb schema - Article schema - Appropriate commercial service schema - Search Console errors - Crawlability - Site architecture Any URL changes must include appropriate redirects to preserve existing traffic and rankings. 16. Website speed and technical performance Evaluate and improve: - Core Web Vitals - Mobile speed - Desktop speed - Image compression - Image formats - Caching - Hosting configuration - CSS and JavaScript loading - Plugin bloat - Database performance - Broken scripts - Font loading - Third-party script usage - Security - SSL - WordPress updates - Theme updates - Plugin updates - Backups - Spam prevention - Form delivery reliability All recommendations should account for usability and ongoing website maintenance. 17. Analytics and lead tracking Configure or verify: - Google Analytics 4 - Google Search Console - Google Tag Manager - Form-submission tracking - Telephone click tracking - Appointment-request tracking - File-upload tracking - Commercial inquiry tracking - Residential inquiry tracking - UTM parameters - Campaign attribution - Call-tracking integration - Microsoft Clarity or equivalent session recording - CRM integration, where appropriate We need to be able to determine: - Which pages generate leads - Which services generate leads - Which cities generate residential leads - Which commercial pages generate inquiries - Which advertising campaigns generate calls - Which leads become customers - Cost per lead - Cost per acquired customer - Residential versus commercial conversion rates - Revenue by marketing source where possible 18. CRM and lead follow-up Recommend and potentially implement a practical lead-management process. This may include: - Immediate confirmation email - Immediate confirmation text message - Internal sales notification - Assignment of residential and commercial leads - Follow-up reminders - Lead-source tracking - Lead-status tracking - Appointment status - Proposal status - Closed-won or closed-lost status - Automated review requests after completed work The solution should be manageable for a small but growing service company. 19. Accessibility and compliance Review and improve basic website accessibility, including: - Text contrast - Heading structure - Image alt text - Form labels - Keyboard navigation - Button labeling - Link clarity - Mobile readability - Error messages - Accessible form completion Review the website’s: - Privacy policy - Cookie notices - Analytics disclosures - SMS consent language - Telephone consent language - Form data collection - Lead-data retention statements We understand that the selected website professional is not acting as legal counsel. However, the website should be structured so its policies and consent language can accurately reflect the website’s actual functionality. Required deliverables The final project should include, at minimum: 1. Complete website audit 2. Competitor and keyword review 3. Prioritized implementation plan 4. Revised sitemap 5. Recommended navigation structure 6. Improved homepage 7. Residential section and conversion flow 8. Commercial section and conversion flow 9. Agreed-upon residential service pages 10. Agreed-upon commercial service pages 11. Agreed-upon industry pages 12. Local SEO structure 13. Nationwide commercial SEO structure 14. Improved lead forms 15. Mobile optimization 16. Technical SEO implementation 17. Schema implementation 18. Analytics and conversion tracking 19. Speed improvements 20. Redirect plan 21. Testing and quality control 22. Website documentation 23. WordPress training or handoff 24. List of ongoing recommendations 25. Post-launch defect-correction period Recommended project milestones Milestone 1: Discovery, audit, and strategy Deliverables: - Website audit - Competitor review - Keyword research - Conversion review - Technical review - Recommended sitemap - Prioritized page list - Residential and commercial strategy - Project schedule - Final implementation scope No major development should begin until the strategy and scope are approved. Milestone 2: Design, messaging, and templates Deliverables: - Homepage design or wireframe - Residential page template - Commercial page template - Industry page template - Location page template - Case-study template - Form structure - Calls to action - Copy direction - Mobile design direction Milestone 3: Development and content implementation Deliverables: - WordPress development - Homepage implementation - Page creation - Form implementation - Technical SEO - Schema - Internal linking - Mobile optimization - Analytics integration - CRM or lead-notification integration Milestone 4: Testing and launch Deliverables: - Form testing - Email-delivery testing - Mobile testing - Browser testing - Link testing - Redirect testing - Analytics testing - Telephone tracking testing - Speed testing - Security review - Backup verification - Search-engine indexation review - Launch checklist Milestone 5: Post-launch support Deliverables: - Correction of project-related defects - Review of analytics and form activity - Search Console review - Minor adjustments based on real visitor behavior - Final documentation - Website handoff We prefer at least a 30-day post-launch period for correcting defects associated with the completed work. Ideal candidate The ideal candidate will have strong experience in: - WordPress development - Conversion-rate optimization - Local SEO - National service-business SEO - Mobile-first website design - Direct-response website copywriting - Home-service websites - Commercial service-company websites - Google Analytics 4 - Google Tag Manager - Google Search Console - Call tracking - Form tracking - Schema markup - Conditional lead forms - CRM integrations - Page-speed optimization - Website security - WordPress maintenance - User-experience design - Lead-generation strategy Experience with any of the following industries is strongly preferred: - Water treatment - Plumbing - HVAC - Mechanical contracting - Construction - Industrial equipment - Commercial facility services - Environmental services - Home services - Multi-location commercial services Qualifications Applicants should be able to demonstrate: - Websites they personally designed or developed - Measurable SEO improvements - Measurable conversion improvements - Local-service website experience - Commercial or industrial website experience - WordPress development capability - Ability to explain technical concepts clearly - Ability to manage a project using defined milestones - Strong written communication - Ability to meet deadlines - Ability to provide documentation and handoff Applicants who are not a good fit Please do not apply if: - You primarily install generic templates without a strategy - You cannot provide relevant website examples - You outsource the entire project without disclosure - You do not understand conversion tracking - You cannot explain local SEO - You plan to create duplicated city pages - You rely entirely on AI-generated copy without professional review - You cannot differentiate residential and commercial buyer journeys - You require permanent ownership of our hosting, domain, analytics, or website accounts - You cannot provide documentation when the project is completed - You submit a generic proposal without reviewing our website Required application information Please include: 1. A summary of your relevant experience 2. Three examples of service-business websites you personally developed or substantially improved 3. At least one example involving commercial, industrial, construction, HVAC, plumbing, water treatment, or a similar technical service 4. Your exact role on each project 5. Specific local SEO results you have produced 6. Specific conversion-rate improvements you have produced 7. Your preferred WordPress development method 8. The theme, builder, or custom-development approach you recommend 9. Your recommended project phases 10. Estimated hours for each phase 11. Your proposed timeline 12. Your fixed-price or hourly proposal 13. Any third-party expenses you anticipate 14. What information and access you will need from Clear Solutions 15. Which parts of the project you will personally complete 16. Which parts, if any, will be subcontracted 17. Your availability for meetings and project communication 18. Your post-launch support terms Required website observations Before applying, review: https://clearsolutionswater.com Include at least five specific observations about the current website. At minimum, address: - Homepage messaging - Residential and commercial separation - Lead-generation opportunities - SEO opportunities - Trust and credibility - Mobile experience - Website structure Generic proposals that could have been submitted for any website will not be considered. Screening questions Please answer each question directly: 1. What are the five largest problems you see on our current website? 2. What should the homepage communicate within the first five seconds? 3. How would you separate the residential and commercial portions of the website? 4. What residential service pages should be created first? 5. What commercial service pages should be created first? 6. How would you present our nationwide commercial capabilities without weakening our Central Ohio residential SEO? 7. How would you structure Central Ohio location pages without duplicating content? 8. What national commercial keywords or content categories would you prioritize? 9. How would you track telephone calls, forms, and closed sales back to their marketing source? 10. What would you complete during the first two weeks? 11. What information, photographs, credentials, and access would you need from us? 12. What is your recommended WordPress development approach? 13. What would you do to improve page speed? 14. What would you do to improve the mobile conversion rate? 15. What results should reasonably be measurable within 90 days after launch? 16. How do you ensure that we maintain ownership and control of the completed website? 17. Which project tasks would you perform personally? 18. What support do you provide after launch? Budget and compensation This is a project-based engagement. We prefer a fixed-price proposal divided into clearly defined milestones. We will also consider an hourly proposal if it includes a realistic estimated range of hours for every major phase. Please separately identify: - Strategy and audit costs - Design costs - Development costs - Copywriting costs - SEO costs - Analytics and tracking costs - CRM or automation costs - Plugin costs - Software subscriptions - Stock photography - Custom photography or video - Hosting recommendations - Ongoing maintenance - Ongoing SEO or content services We are willing to pay for high-quality work. However, proposals must clearly define what is included, what is excluded, and which deliverables will be completed. Ownership and account control Clear Solutions must retain full ownership and administrative control of: - Domain name - Hosting account - WordPress installation - Website files - Theme licenses purchased specifically for the project - Plugin licenses purchased specifically for the project - Google Analytics - Google Search Console - Google Tag Manager - Call-tracking account - CRM - Website forms - Written content - Graphics - Custom code - Photographs provided by Clear Solutions - Final designs - Documentation - All completed project deliverables Accounts should be created under Clear Solutions ownership whenever possible. The developer must not remain the sole administrator of any essential website, analytics, hosting, tracking, or marketing account. Any proprietary tools or licenses that cannot be transferred must be disclosed before the project begins. Communication expectations The selected professional should provide: - Regular progress updates - Clear milestone status - Advance notice of project delays - Written records of major decisions - Access to staging work - Clear requests for required materials - Documentation of technical changes - A final handoff meeting Major changes should be developed on a staging website before being published to the live website. Quality expectations The completed website should be: - Professional - Mobile responsive - Fast loading - Secure - Easy to navigate - Search optimized - Conversion focused - Technically credible - Easy for our team to update - Clearly divided between residential and commercial services - Capable of supporting future growth All forms, links, buttons, tracking tools, and contact methods must be tested before launch. How to apply Begin your proposal with the words: CLEAR WATER Then provide: - Your five observations about our current website - Your answers to the screening questions - Relevant portfolio examples - Your proposed scope - Your estimated timeline - Your pricing structure - Your availability Applications that do not review our current website or answer the screening questions will not be considered.