aDymicdigital company
U.S. Waterproofingbacked byRotunda Capital Partners

case study · seo and turning visits into leads

157% more leads from organic search, at five times the lead rate

Organic search sent U.S. Waterproofing fewer but better visitors. Leads from it rose from 1,105 to 2,843, and the homepage went from 326 leads to 1,616 on about the same traffic.

client
U.S. Waterproofing
sponsor
Rotunda Capital Partners
industry
Home services · basement waterproofing and foundation repair
period
Oct 2024 – Oct 2026, this year against the year before
sources
GA4, Google Search Console, SEMrush, Ahrefs

the result that matters

booked three months out.

U.S. Waterproofing reports more demand than its crews can serve: booked three months ahead and unable to take on more leads. That’s backlog on the calendar, not a forecast.

Reported by U.S. Waterproofing, October 2026.

+157%

Leads from organic search (1,105 → 2,843)

  • 1.35% → 7.30%

    Share of organic search visits that became leads

  • 326 → 1,616

    Homepage leads from organic search, on about the same number of visits

  • 49%

    Of organic search visits to the contact page became leads

organic_yoy.xlsx
fx=YOY(U.S. WATERPROOFING)
A
B
C
D
1
measure
oct 2024–25
oct 2025–26
change
2
Organic search: visits
81,853
38,956
−52.4%
3
Organic search: leads
1,105
2,843
+157.3%
4
Organic search: lead rate
1.35%
7.30%
+441%
5
Homepage from organic search: visits
11,680
11,347
about the same
6
Homepage from organic search: leads
326
1,616
+396%
7
Contact page from organic search: lead rate
49.5%
this year
8
“How much does it cost to waterproof a basement”: lead rate
4.2%
this year
  1. (01)

    the leak

    Organic search brought plenty of visitors, but only 1.35% of them got in touch. Traffic without leads.

  2. (02)

    what changed

    The homepage was reworked to turn visitors into leads, and articles that answer cost questions now bring in leads instead of just ranking on Google.

  3. (03)

    the result

    Half the visits from organic search, more than two and a half times the leads. The homepage alone went from 326 leads to 1,616 on about the same traffic.

what it's worth

Every lead from organic search is one the company doesn’t pay a click for. At 2,843 a year, organic search now brings in about 65% as many leads as Google search ads (4,395).

And the company owns it: the rankings and articles sit on its own site, and go with it at exit.

the company

U.S. Waterproofing fixes wet basements and cracked foundations around Chicago. It was founded in 1957. Rotunda Capital Partners invested in 2022, the first deal from its Fund III, as the platform for a buy-and-build. Since then, add-ons Crawl Space Brothers, Foundation Solutions 360 and Engineered Solutions of Georgia have joined.

notes on the numbers

  1. 1Figures compare Oct 9, 2025 – Oct 9, 2026 with Oct 9, 2024 – Oct 8, 2025, from GA4 (Google Analytics) and Google Search Console. A lead is what GA4 counts as a conversion. The lead rate is leads divided by visits.
  2. 2We leave out the website’s total visits and total leads on purpose. Bot traffic, leads counted twice and visits the site wrongly credits to itself make both totals wrong. Fixing that tracking is the next step, and the numbers here, broken out by source, should improve when it’s done.
  3. 3Lead rates for single pages come from GA4’s landing page data for this year, which covers 21,250 visits from organic search.

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