New website and SEO strategy for J.A. Tømrer & Snedkerfirma ApS

J.A. Tømrer & Snedkerfirma ApS is an established Danish main contractor specialising in renovation and conversion for professional clients in Greater Copenhagen. The company has over 40 years of industry experience, its own skilled carpenters in-house, and a stable network of subcontractors. Despite this strong professional profile, the business lacked a digital presence that reflected its real capabilities and could attract new professional clients organically.

Karina Vester Schultz at Vester Marketing was responsible for the complete digital transformation: a new website built from scratch, full content production, technical SEO from day one and an ongoing strategy for organic search traffic, AI visibility and leads.

The starting point for the collaboration

J.A. Tømrer & Snedkerfirma ApS needed a complete digital restart. The existing website did not reflect the company’s professional level and was not optimised for search:

• Existing website outdated, not mobile-optimised and technically deficient
• No structured page architecture reflecting the company’s service areas
• No content communicating professional depth to professional clients
• Not visible for relevant search terms in the construction sector
• No references presented digitally, a critical gap for a business built on trust and track record
• No Google Business Profile and no structured data
• The target audience is professional clients, property managers, and commercial customers, actively researches contractors online

Results of the SEO work so far

Following the SEO and content optimization efforts, the website began to achieve significantly greater visibility on Google. Compared to the previous period, the number of clicks rose from 122 to 168, while impressions grew from 4,750 to 13,800. At the same time, the number of keywords for which the website ranks increased from 86 to 135.

The average position changed from 36.9 to 38.4, but this is primarily because the website now ranks for significantly more keywords than before. When a website begins to appear in many new search results, the average position often drops temporarily because new keywords typically start further down in the search results. This trend, therefore indicates increased visibility and greater potential rather than a decline in performance.

The increased visibility means that the company appears in more relevant searches and reaches more potential customers. Although the click-through rate (CTR) fell from 2.6% to 1.2%, this is normal when a website begins to rank for more keywords and is thus exposed more broadly in search results.

More clicks from Google

The number of organic clicks rose from 122 to 168, representing a 37.7% increase. More clicks mean that more potential customers are actually visiting the website from Google.

This increase comes not only from existing keywords but also from new rankings for relevant searches. When the website is found for more keywords, the likelihood that potential customers will click through to the site increases.

Significantly more impressions

The number of impressions rose from 4,750 to 13,800, representing a 190.5% increase.

Impressions show how many times the website has been displayed in Google’s search results. This significant increase means the company is now visible in far more relevant searches than before.

A major part of this development is due to the number of ranking keywords rising from 86 to 135, which provides much broader visibility in the market.

CTR (Click-Through Rate)

CTR fell from 2.6% to 1.2%, but this isn’t necessarily a negative sign.

When a website begins ranking for more keywords, many of the new rankings will often start further down on page 1 or further down in the search results. This means more impressions, but not necessarily as many clicks initially.

As rankings improve for the new keywords, the CTR will often trend upward again.

Trends in Rankings and Keywords

Although the average position rose from 36.9 to 38.4, individual keywords show a positive trend. This is particularly important because SEO often begins with increased visibility, after which rankings and traffic continue to improve over time.

We have achieved stronger rankings for existing search terms and gained visibility for new keywords: These results show that the website has not only become stronger for existing search terms but has also begun to build visibility for new keywords with potential for future customers and leads.

• “J.A. Tømrer og Snedkerfirma ApS” improved from 2.7 → 1.3 (an improvement of 1.4 positions and now close to position 1)
• “Carpenter” improved from 89.3 → 54.4 (an improvement of 34.9 positions)
• “Master Carpenter Hvidovre” improved from 67.3 → 31.2 (improvement of 36.1 positions)
• “Renovation of educational institutions” did not rank previously and is now at 7.7 (now on page 1 in Google)
• “Renovation of educational institutions” did not rank previously and is now at 3 (top position on page 1)
• “Construction project partners” did not rank previously and is now at 5 (visible on page 1 in Google)

These results show that the website has not only improved its performance for existing search terms but has also begun to build visibility for new keywords with potential for future customers and leads.

The campaign plan J.A. Tømrer & Snedkerfirma

Karina Vester Schultz developed a comprehensive digital plan covering both the technical build and the ongoing SEO and content strategy. The plan was reviewed and approved before work began.

Fase 1: Analysis and architecture (pre-launch)

Map the company’s service areas, target audiences and competitors in the construction sector. Define page structure and URL architecture reflecting core services: homepage, service pages (exclusive villa projects, offices and commercial properties, schools and institutions), references, about, responsibility and contact. Identify primary and secondary keywords per page.

Fase 2: Technical build and SEO foundation (month 1)

Build the website in WordPress with GeneratePress. Implement correct technical SEO from day one: semantic HTML structure, correct title tags and meta descriptions on all pages, Schema.org markup (LocalBusiness, Organization, Service, FAQPage), optimised mobile speed, HTTPS, XML sitemap and correct robots.txt. Set up Google Search Console and Google Analytics.

Fase 3: Content production for all pages (months 1–2)

Produce all website texts from scratch: homepage, three service pages (villa projects, commercial properties, schools and institutions), about page, responsibility and ESG pages, sustainability page and contact page. All texts written with dual purpose: communicating professional depth to professional clients and ranking for relevant keywords. Each section written as a standalone, authoritative answer suitable for AI retrieval.

Fase 4: References and credibility content (months 2–3)

Create and structure the references page as a central EEAT and conversion element. References are the primary credibility signal for a construction business and essential for converting visitors into leads. The page is built to grow continuously with new projects.

Fase 5: Ongoing SEO and AI visibility (month 3+)

Ongoing organic visibility work: building new relevant pages as the business grows, internal link structure, local SEO and Google Business Profile optimisation, and GEO optimisation of content for AI search. Monitoring of rankings and traffic via Google Search Console.

What has been delivered

It is important to deliver a product that the customer is satisfied with, which is why we maintain ongoing communication.

Website architecture and technical foundation

The website ja-aps.dk is built on WordPress with a clear page structure that reflects the company’s three primary service segments: exclusive villa projects, offices and commercial properties, and schools and institutions. Technical SEO is implemented from day one: Schema.org markup (LocalBusiness, Organization, Service), correct meta tags on all pages, optimised mobile speed, XML sitemap, and Google Search Console configured.

Content production

All texts on ja-aps.dk were produced by Karina Vester Schultz, Vester Marketing. This covers: the homepage text communicating the company’s experience and specialisation to professional clients, the three service pages describing competencies and typical projects within each segment, the about page establishing the company’s identity and history, the responsibility and ESG pages addressing professional clients’ requirements for responsible business practice, and the sustainability page. All texts are written with explicit entities and in an informational language suitable for AI retrieval.

References and credibility structure

The references page on ja-aps.dk is created and structured as a central EEAT and conversion element. For a company in the construction sector, references are the most important single piece of content on the website; professional clients assess a contractor primarily on a documented track record. The references page is built to grow continuously with new projects.

Responsibility, ESG, and sustainability

Professional clients and property managers increasingly require contractors to document responsible business practice. Karina Vester Schultz identified this as a strategically important content area. She produced dedicated pages on sustainable construction, ESG, and quality assurance, pages that address these requirements explicitly and position JA Tømrer & Snedkerfirma ApS as a responsible partner.

Google Business Profile and local SEO

Google Business Profile created and optimised with correct categories, opening hours, images and a business description with relevant construction sector keywords for Greater Copenhagen.

Ongoing objectives and expected results

The collaboration with J.A. Tømrer & Snedkerfirma ApS is currently underway, and the website is under continuous development. The primary goals for the ongoing collaboration are:

• Organic rankings for terms such as ‘main contractor Greater Copenhagen’, ‘renovation commercial property Copenhagen’, ‘carpenter conversion professional client’
• Visibility in Google AI Overview and Perplexity for searches from professional clients researching contractors
• Leads in the form of enquiries from professional clients and property managers via the website
• Growing references page documenting track record and converting visitors

What this engagement shows about Vester Marketing’s approach

J.A. Tømrer & Snedkerfirma ApS illustrates the integrated approach Karina Vester Schultz applies when a business needs a complete digital transformation: architecture, content, technical SEO, and content strategy are treated as one integrated engagement – not as separate deliverables assembled after the fact.

For businesses in the construction sector, and other B2B sectors where trust and track record are decisive, digital presence is not merely a marketing question. It is a competitive parameter that directly affects which projects the business gets the opportunity to bid for.

Karina Vester Schultz brings competencies across all disciplines in this type of engagement: technical SEO, content production, WordPress implementation, local SEO, GEO optimisation and structured data. It is the combination of these competencies in one integrated process that creates a result greater than the sum of its parts.

Does your business need a similar digital transformation? Contact Karina Vester Schultz for a no-obligation conversation about your situation.

Visit J.A. Tømrer & Snedkerfirma