iKillMoles: From One Clip-Art Banner to a 26-Page Lead-Generation Site

Executive summary

In July, ikillmoles.com was one WordPress page: a clip-art banner reading "Small Animal / Pest Removal, $75 per caught animal," a paragraph, and three short posts from 2022 and 2024. Today it is a 26-page site with a page for each of the four services, a page for each of five cities, five commercial-program pages, a free-estimate request flow, a partnerships and referral-partner program, and a careers page, with analytics and structured data behind it.

The business problem the old page could not solve was being found. Someone in Huntington searching "mole trapping near me" had nothing to land on. The new site gives Google a page for each service and each city, moves the phone number and a text-a-photo button to the top of every page, and captures requests through a form instead of relying on a visitor to copy an email address off a picture. It also opens two channels the old page did not have: B2B partnerships with landscapers, golf courses, and property managers, and recruiting trappers as the territory grows.

Why Steve hired Archway. Steve runs three businesses, and they were running him ragged. In each one he was the only person: the one who answered the phone, quoted the job, did the work, chased the payment, and posted on Facebook. Three sets of inquiries, three sets of forms, three sets of customers, all routed through one phone. He hired Archway for two reasons. First, to make all three simpler to run, so the sites take the calls, the forms, the payments, and the records off his plate and he can do a better job on every front instead of a rushed job on each. Second, to turn the three websites into growth engines: sites that bring in customers he never has to find, convert them without a phone call, and recruit the people who will do the work once he is not the only one doing it. For iKillMoles that means a site that fills the estimate queue across 13 communities, and a Careers page that hires the trapper who will cover the ones Steve cannot reach in a day.

The July baseline

The last archived copy of ikillmoles.com (Internet Archive, July 11, 2025) is a WordPress 6.8 site with a default block theme. Nothing on it is dated later than March 2024, so it is a fair picture of what a visitor saw in July 2026.

• One banner image carried the whole pitch. A clip-art mole, the heading "Small Animal / Pest Removal," the email address and phone number, the list "Moles / Ground Squirrels / Groundhogs / Raccoons," and the price "$75 per caught animal" with "No Setup Fees." Because all of it was inside a picture, none of it was readable by search engines or tappable on a phone.
• One paragraph of text. "Steve will trap your Moles, Ground Squirrels, Chipmunks, Raccoons, Groundhogs, Possums, Voles, and even Mice," followed by the phone number and email.
• Three posts, the newest from March 2024: "How it works," "Got Moles?" (November 2022), and "No Set-up Fee $0" (November 2022). Inner pages used ?page_id= and ?p= URLs and were never archived.
• No page title, no meta description, no service area. The page listed no cities. The title tag was empty.
• No form. The only way to make contact was to call, text, or type the email address by hand.
• No analytics, no structured data, no mobile design beyond the theme default.

It told an existing customer what Steve charged. It could not bring a new one in.

The site today

The live site (reviewed October 8, 2026) opens with a dark-green hero, the H1 "Professional Wildlife Removal & Trapping," a subhead naming the four specialties and Fort Wayne, and two buttons: "Get Free Estimate" and a click-to-call "Call or Text" button. A trust bar follows: Licensed & Insured, 15+ Years Combined Experience, Results Guaranteed, Same-Day Quotes, 7 Days a Week, Family-Owned in NE Indiana. On phones a sticky footer bar offers "Call" and "Text us a photo," the latter opening a prefilled text message about a mole or wildlife problem.

Structure (26 pages)

• Core: Home, Free Estimate, Services, About, Guides, Service Areas, Commercial, Coverage, Partnerships, Referral Partners, Careers, Contact.
• 4 service pages: Mole Trapping, Raccoon Removal, Groundhog Trapping, Possum Removal.
• 5 city pages: Fort Wayne, New Haven, Warsaw, Huntington, Columbia City (the footer names Syracuse and surrounding communities as well).
• 5 commercial-program pages: Golf Courses, Cemeteries, Farms & Horse Stables, Schools & Churches, Apartment Complexes.

Lead capture. The free-estimate page collects name, phone, email, city, animal, property type, urgency, and a description, so Steve knows what he is walking into before he calls back. Partnership and career inquiries have their own forms. All forms run on Web3Forms with a spam honeypot and inline confirmation.

Commercial and partnerships. The old page addressed homeowners only. The new site has a commercial section for properties with recurring wildlife problems and a partnerships program for landscapers, lawn-care and mowing companies, pest-control firms, and property managers who can refer or subcontract work. A separate Referral Partners page formalizes that channel.

Hiring. A Careers page with an application form (contact, experience, position, availability) recruits a trapper to train as the territory grows.

Search foundation. Each page has its own title and meta description with the city or service in it; the home page carries a canonical URL, Open Graph and Twitter card tags, keyword tags such as "mole removal Fort Wayne," and two blocks of schema.org structured data. Google Analytics is installed.

Tone. The copy is plain and local ("family-owned," "humane methods," "no hidden fees") rather than scare-driven, which matches how Steve sells in person.

July vs. today

Why it matters

Local search. Wildlife removal is bought in a hurry and bought locally. The searches are "mole removal Fort Wayne," "raccoon in attic Huntington," "groundhog trapping Warsaw IN." The old page had no text Google could read for any of them; its one headline and its price were pixels. The new site has a page for each service and each city, with titles and descriptions written for those searches, and structured data that identifies the business and its area. That is the difference between being invisible and being a candidate for the map pack.

Lead capture. A homeowner who finds a mole tunnel at 9 p.m. does not want to retype an email address from a picture. The new site offers three paths that each take one tap: call, text a photo, or fill in the estimate form. The form's urgency and property-type fields let Steve prioritize same-day calls.

Pricing strategy. The old banner published a flat "$75 per caught animal." The new site moves to free estimates and quotes. That lets pricing vary by animal, property, and travel distance, and keeps competitors from undercutting a public number.

New revenue channels. Commercial properties (golf courses, cemeteries, farms, schools, apartments) have recurring problems and bigger budgets than a single lawn. Landscapers and lawn-care companies see mole damage every week and need someone to refer. The old page spoke to neither group; the new site has a section and a form for each.

Hiring and taking the ceiling off growth. Steve is the only trapper. A service area of 13 communities from Fort Wayne to Milford is more ground than one person can cover, and every job he takes in Huntington is a job he cannot take in Warsaw that afternoon. The Careers page, with its application form for a trapper to train, is how the site recruits the second person. Once there is a second trapper, the five city pages and the commercial programs stop being aspirational and become routes; the site brings in the demand and the hire absorbs it. This is the single change that lets the business grow past the owner's own hours, and the old page had no trace of it.

Measurement. Google Analytics now shows which services and cities bring traffic and which pages lead to estimate requests. In July nothing was measured.

What to measure next

• Google Search Console impressions and clicks per service and city page; the first phrases to watch are "mole removal Fort Wayne" and "mole trapping Warsaw."
• Estimate-form submissions, calls, and text-a-photo taps per month (Google Analytics events), compared with the inbound calls Steve was getting before.
• Partnership and referral inquiries, and the first commercial contract that came through the site.
• Career applications.

Sources

• ikillmoles.com, archived July 11, 2025 (Internet Archive) — the pre-rebuild home page; inner pages were never captured.
• ikillmoles.com, live home page, reviewed October 8, 2026, including its page list, meta tags, and structured data.
• Archway Internet Marketing project notes for iKillMoles, reviewed October 8, 2026.