Case Study · Website Design & Local SEO
Website Design & Local SEO Case Study: Growing an Event Decor Business
From launching a new website to increasing organic Google clicks by 140% and website form submissions by 56%.
Client: Up Up and Away Balloon Decor
Industry: Event & Balloon Decor
Project Period: March–September 2026
Services: Website Design & Optimization, Local SEO, Google Business Profile Optimization, Content Marketing
+140%
Organic Google Clicks
From 214 to 513 clicks
+124%
Google Search Impressions
From approximately 2,490 to 5,590 impressions
+56%
Website Form Submissions
From 145 to 226 submissions
Results reflect a comparison of consecutive three-month reporting periods, reviewed September 2026. Sources: Google Search Console and Wix Analytics. Organic search growth was achieved without Google Ads.
The Challenge: Building a Digital Presence Beyond Facebook
Up Up and Away is a balloon decor business specializing in custom installations, arches, and displays for celebrations, corporate events, and special occasions throughout Florida and South Georgia.When the business launched in early 2026, its online presence was primarily centered around Facebook and word-of-mouth referrals.
While social media provided an important way to showcase its work and connect with customers, the business needed a dedicated website where potential clients could explore services, review pricing information, and submit inquiries.
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Without an established website or local SEO foundation, Up Up and Away also had limited opportunities to reach customers actively searching Google for balloon decor and event installation services.
Our initial goal was to create a professional, search-friendly website that could showcase the business's offerings, simplify the inquiry process, and support long-term digital growth. As the business expanded into additional service areas, our strategy evolved to strengthen geographic visibility and generate more opportunities for customer inquiries.
Phase One: Website Design & Local SEO Foundation
The first phase focused on developing a website that would serve as both a visual representation of the brand and a practical tool for generating inquiries.
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Because event decor is highly visual, the website needed to showcase Up Up and Away's installations while helping visitors easily understand the available services and take the next step toward booking.
Initial website and SEO implementation included:
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​​Mobile-Friendly Website Design: A responsive website designed to showcase balloon installations and provide a consistent browsing experience across devices.
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Service-Focused Website Structure: Dedicated pages and clear navigation to help visitors explore balloon decor options and pricing.
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Local SEO Optimization: Search-focused headings, metadata, service content, and geographic targeting to establish visibility in relevant local markets.
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Conversion-Focused Content: Strategically placed calls to action and inquiry opportunities throughout the website.
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Google Business Profile Optimization: Profile improvements to strengthen local search presence and provide another way for potential customers to discover the business.
Together, these elements established a digital foundation designed to support customer experience, organic search visibility, and future marketing opportunities.
The First 90 Days: Establishing Early Momentum
Within the first 90 days following the website launch, March 15 through June 12, 2026, Up Up and Away began generating measurable activity through its new online presence.
1,062 Unique Website Visitors
1,409 Website Sessions
3,834 Page Views
138 Website Form Submissions
164 Organic Google Clicks
Website engagement also provided insight into how potential customers were navigating the site.
The pricing page received 557 visits, while the contact page received 295 visits, suggesting visitors were actively exploring service information and opportunities to inquire.
With 88% of traffic coming from mobile devices, creating an accessible and easy-to-navigate mobile experience was particularly important.
These early results provided a foundation for continued optimization, allowing us to evaluate website performance and identify opportunities to strengthen visibility and customer engagement.
Google Search Console Performance
Google Search Console performance during the website's first 90 days, March 15–June 12, 2026.
Phase Two: Expanding Local SEO Across Multiple Markets
Following the website launch, our focus shifted toward expanding Up Up and Away's search visibility and improving its performance as the business grew.
As the company began serving additional communities across Florida and South Georgia, we identified opportunities to reach potential customers searching for balloon decor services in specific geographic markets.
Rather than relying solely on the homepage and existing service pages, we expanded the website's SEO strategy through location-specific content, ongoing optimization, and additional service-focused resources.
Ongoing SEO & Optimization Strategy
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​Location-Based SEO: Developing dedicated location pages to support searches in markets including Ocala, Tallahassee, Jacksonville, Orlando, Daytona, Gainesville, and Lake City.
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Content Marketing: Creating blog articles and supporting content around corporate events, grand openings, balloon installations, and local event decor searches.
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Website Optimization: Refining existing pages, internal linking, service information, and calls to action as the business evolved.
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Performance Monitoring: Using Google Search Console and website analytics to evaluate search queries, page visibility, visitor behavior, and inquiry activity.
This approach allowed us to adjust the website's content and SEO priorities based on actual performance data rather than treating optimization as a one-time project.
Reaching Customers Beyond Branded Searches
One important development was the website's growing visibility for searches that did not include the Up Up and Away business name.
Google began displaying the website for searches related to balloon arches, balloon decorators, corporate event decor, grand openings, and location-specific balloon services. This created opportunities to reach potential customers who were researching event decor options but were not already familiar with the business.
The website's main Locations page generated 752 Google search impressions during the latest three-month reporting period, while individual location pages began appearing in search results across multiple target markets.
Supporting blog content also contributed to search visibility, with two location- and service-focused articles generating a combined 518 impressions.
These results indicated that the website was gaining exposure for a broader range of relevant searches as the SEO strategy continued developing.
The Results: Stronger Search Visibility & More Website Inquiries
Comparing the latest three-month reporting period with the preceding three months, Up Up and Away experienced substantial improvements in organic search performance and website inquiry activity.
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Organic Google clicks increased by 140%, while search impressions grew by 124%, reflecting greater visibility and more visits from unpaid Google search results.​
Google Search Console: Organic Search Growth
Google Search Console performance showing increased organic clicks and search impressions across consecutive three-month reporting periods.
During the same comparison, website form submissions increased by 56%, providing additional opportunities for the business to connect with potential customers.​
Wix Website Form Submission Growth
Website form submissions increased from 145 to 226 compared with the previous 90-day period.
​While website inquiries can originate from multiple marketing channels, the increase in submissions alongside stronger organic search performance demonstrated positive momentum as the business's digital presence expanded.
Importantly, the organic search growth was achieved without Google Ads or paid search campaigns. Our strategy focused on strengthening the website's organic foundation through local SEO, relevant content, and ongoing optimization.
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Google Business Profile also supported the broader local search strategy. From April through September 2026, the profile recorded 1,408 views, 213 interactions, and 187 website clicks, creating another avenue for customers to discover and engage with the business.
Google Business Profile Interaction Growth
Google Business Profile generated 213 interactions from April through September 2026, compared with 39 interactions reported during the earlier phase of the project.
Google Business Profile Views
1,408 Google Business Profile views across Google Search and Google Maps from April to September 2026
The Outcome: A Website That Continues to Support Growth
Up Up and Away's growth demonstrates the value of approaching website design and SEO as connected parts of a broader digital marketing strategy.
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What began as a business relying primarily on Facebook and word-of-mouth referrals developed into an established online presence with dedicated service pages, expanded geographic visibility, and measurable website inquiries. The initial website launch created the foundation, while ongoing SEO and content development helped the business reach new audiences and strengthen its visibility as it expanded into additional markets.
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For event and decor businesses, a website should do more than showcase completed installations. It should help potential customers discover services, understand their options, and feel confident taking the next step. By combining strategic website development with ongoing optimization, we helped Up Up and Away establish a digital presence designed to evolve alongside the business.
A Partnership Built on Trust & Growth
As a small business owner, having someone you can trust with the technical side of your business is priceless, and Alisha has been exactly that for us. She has played a huge part in helping our business grow, and I truly couldn’t imagine working with anyone else.
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Emily, Up Up and Away Balloon Decor Founder
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