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Read the details Case study · Septic and excavation
Brown Aerobic: a septic company's website, ads and operations
Brown Aerobic is a septic and excavation company in Cypress, Texas, serving seven counties. After working with an Excavation Pro, they moved their website to us and we looked at the rest of the business with them. This page shows what was in place, what we changed, how we checked it and what is still in development.
Named with Brown Aerobic's written agreement Every comparison cites a dated source Live and in-development parts labeled
Brown Aerobic agreed in writing to be named. No customer, address or financial data is shown. Screens marked Sample use a fictional company.
The live site at brownaerobic.com, screenshots taken 22 October 2026.
The situation before
What was in place before
Before the move, Brown Aerobic worked with an Excavation Pro: a marketing professional who presented as an expert in the excavation and septic space. We describe what the public record shows and draw no conclusion about the earlier work.
A WordPress site, then a second site
The Wayback Machine shows a WordPress site for Houston on 10 January 2025 and a different, page-builder site by 11 July 2026, headed Excavation & Septic with seven counties named.
Seven counties, ten city pages
By July 2026 the home page linked to ten city pages but to none of the seven county pages, and had no Spanish pages or language tags, only the words Se Habla Espanol.
No structured data on the home page
The archived page source holds no JSON-LD, the markup search engines read to understand a local business.
An ads account to review
At review time, some of the conversion actions in the Google Ads account were counted as leads but had recorded nothing in the last 30 days.
The first three points come from public archive captures, listed under How we measured this. The ads point comes from the review notes we prepared with the owner, for the 30 days from 21 September to 20 October 2026. The account data itself is private and is not published.
What changed
What changed
We moved the site to a build we host and update, kept the existing addresses, and began reviewing the parts of the business around it.
A new site on the same addresses
32 of the 33 internal addresses the July 2026 home page linked to are in the current sitemap, so existing links keep working.
County and city pages
All seven county pages and the ten city pages are now linked from the home page, and the sitemap lists 7 county pages and 21 city pages.
English and Spanish
An EN and ES switch, language tags and 19 Spanish addresses in the sitemap.
A Google Ads review
We checked what the account counts as a conversion. The suggested changes are for the owner to approve.
Dispatch and route planning
Running with Brown Aerobic: jobs ordered by zone and job type.
Inspection estimating
In development: notes and a draft estimate for the office to review.
Before and after highlights
The website, then and now
Drag the handle to wipe between an archived capture and the live home page. Every comparison below cites a dated source, and none of it is a result figure.
Archived home page, Wayback Machine capture of 11 July 2026, the latest capture of the earlier site.
Current home page, screenshot taken 22 October 2026.
County pages linked from the home page
0 of 77 of 7
Before: Jul 11, 2026 · After: Oct 22, 2026
Spanish version with language tags
None foundEN and ES
Before: Jul 11, 2026 · After: Oct 22, 2026
Structured data blocks on the home page
01
Before: Jul 11, 2026 · After: Oct 22, 2026
Internal addresses carried over
3332 kept
Before: Jul 11, 2026 · After: Oct 22, 2026
What we comparedBeforeAfter
How the site is built
BeforeWordPress with the Elementor page builder. The page's own generator tags read WordPress 6.6.2 and Elementor 3.25.4.Jan 10, 2025
AfterA custom-built site that we host and update, with its own sitemap.xml, robots.txt and llms.txt files.Oct 22, 2026
Where the home page says they work
BeforeHouston only: the page title is Septic Services in Houston, TX, the copy refers to Houston and the surrounding area, and no county list appears in the header.Jan 10, 2025
AfterHouston and Cypress in the title, and all seven counties (Harris, Montgomery, Waller, Fort Bend, Austin, Grimes, Brazoria) listed in the header.Oct 22, 2026
County pages linked from the home page
Before0 of 7. The home page linked to 10 city pages and none of the 7 county pages.Jul 11, 2026
After7 of 7. The home page links to the same 10 city pages and to all 7 county pages.Oct 22, 2026
Spanish version
BeforeNo Spanish page links and no language alternate (hreflang) tags in the page source. The page said Se Habla Espanol as text.Jul 11, 2026
AfterAn English and Spanish switch, hreflang tags for en, es and x-default, and 19 Spanish addresses in the sitemap.Oct 22, 2026
Structured data on the home page
BeforeNo JSON-LD blocks found in the page source.Jul 11, 2026
AfterOne JSON-LD block, type HomeAndConstructionBusiness.Oct 22, 2026
Existing page addresses
BeforeThe 11 July 2026 home page linked to 33 internal page addresses.Jul 11, 2026
After32 of those 33 are listed in the current sitemap, which has 172 addresses in all.Oct 22, 2026
Home page title
BeforeExcavation & Septic | Brown Aerobic – Harris CountyJul 11, 2026
AfterSeptic Service in Houston & Cypress, TX | Brown AerobicOct 22, 2026
Tap-to-call and online bookingUnchanged
BeforeA phone number and a Book Online button were on the home page.Jul 11, 2026
AfterBoth are still there, along with a Request Estimate button.Oct 22, 2026
How we measured this
Every before value comes from a dated Wayback Machine capture of the public website, and every after value from the live site or its published files, read on the date shown. We counted links, tags and sitemap addresses with a script and checked the key ones by hand against the screenshots. Where a before value could not be checked, it is left out.
- How the site is builtBefore: the generator meta tags in the archived page. After: the live site's published files.Before: Wayback Machine capture of brownaerobic.com, Jan 10, 2025.After: Live sitemap.xml, URLs counted, Oct 22, 2026.
- Where the home page says they workRead from the visible text and page title of each capture and of the live page.Before: Wayback Machine capture of brownaerobic.com, Jan 10, 2025.After: Live home page, source read directly, Oct 22, 2026.
- County pages linked from the home pageWe counted the internal links in the archived and live page source that match the city and county page address patterns.Before: Wayback Machine capture of brownaerobic.com, Jul 11, 2026.After: Live home page, source read directly, Oct 22, 2026.
- Spanish versionWe searched the archived page source for hreflang tags and links to a Spanish path, and counted /es addresses in the live sitemap.Before: Wayback Machine capture of brownaerobic.com, Jul 11, 2026.After: Live sitemap.xml, URLs counted, Oct 22, 2026.
- Structured data on the home pageWe searched the archived and live page source for application/ld+json blocks and read the type.Before: Wayback Machine capture of brownaerobic.com, Jul 11, 2026.After: Live home page, source read directly, Oct 22, 2026.
- Existing page addressesWe listed the internal links in the archived home page and checked each against the live sitemap.Before: Wayback Machine capture of brownaerobic.com, Jul 11, 2026.After: Live sitemap.xml, URLs counted, Oct 22, 2026.
- Home page titleThe title tag of each page, copied as written.Before: Wayback Machine capture of brownaerobic.com, Jul 11, 2026.After: Live home page, source read directly, Oct 22, 2026.
- Tap-to-call and online bookingVisible in the archived and live screenshots. We list this because not everything changed.Before: Wayback Machine capture of brownaerobic.com, Jul 11, 2026.After: Live home page, source read directly, Oct 22, 2026.
Today, with no earlier figure to compare
These describe the current site. We have no verified earlier measurement, so we do not call any of them an improvement.
Phone Lighthouse, performance / accessibility / best practices92 / 100 / 96Median of three runs. Lab data, not real-visitor data. Lighthouse lab run recorded in our client portfolio data, Oct 17, 2026.
Desktop Lighthouse, performance / accessibility / best practices99 / 100 / 100Median of three runs. Lighthouse lab run recorded in our client portfolio data, Oct 17, 2026.
Home page load event, three runs, phone size1.4 to 1.6 secondsOur own timing check because the PageSpeed Insights service was over its daily limit. Network and server differences apply. Headless Chromium load timing from a cloud server (not PageSpeed Insights), Oct 22, 2026.
Home page load event, three runs, desktop size1.5 to 1.8 secondsSame method. Headless Chromium load timing from a cloud server (not PageSpeed Insights), Oct 22, 2026.
Addresses in the sitemap172Includes 28 posts, 39 glossary pages, 7 county pages, 21 city pages and 19 Spanish pages. Live sitemap.xml, URLs counted, Oct 22, 2026.
What we built
Six pieces, each with its real status
Live means it is on the internet today. Running means we operate it with Brown Aerobic. In development means it is not a finished product.
Running with Brown Aerobic
Google Ads review
A check of what the account counts as a conversion and which searches it pays for, with suggested changes for the owner to approve.
Picture: Example of the review we prepare. Sample account, not Brown Aerobic's data.Read the detailsRunning with Brown Aerobic
Dispatch and route planning
Scheduling and routing for several job types across several counties, so the day is built around geography instead of the order calls arrive.
Picture: Sample data: a fictional dispatch board. No real jobs, customers or addresses.Read the detailsRunning with Brown Aerobic
Website health dashboard
Speed, accessibility and search health for the site, tracked in one place.
Picture: Sample data: a fictional website health dashboard, not Brown Aerobic's scores.Read the detailsIn development
Inspections and AI-assisted estimating
Inspection checklists and shareable reports are built into our platform. Drafting notes per issue, matching items to the Housecall Pro price book and drafting an estimate for review are in development.
Picture: Sample data: an inspection checklist and a draft estimate with made-up prices. In development.Read the detailsAvailable in our platform
Management portal and reporting
One place for the plan, open tasks, connections and activity, plus the business analysis report we prepare. Available in our platform; what is switched on for Brown Aerobic is confirmed with the owner.
Picture: Sample data: a fictional management portal. Real invoices and customer details are never shown.See the sample analysisTotal business management
Everything we manage, and where each part stands
Dashed outline means in development. Labels follow the same rules as the rest of this page.
WebsiteLiveBilingual, 172 addresses
Google AdsRunning with Brown AerobicConversion and search review
Dispatch and routesRunning with Brown AerobicZones and job types
Brown AerobicOne company, one set of connected parts
InspectionsAvailable in our platformChecklists and shared reports
EstimatingIn developmentAI-assisted drafts, price book
Reviews and profileAvailable in our platformOffered; not stated as running here
ReportingRunning with Brown AerobicWebsite health, analysis report
Where it starts
The total business analysis
Every engagement starts with the same report: website, search profile, ads, reviews and field software, with a plain list of what to fix first. The picture is an example we prepare, built on a fictional company.
- It is free, and you keep it whether or not you work with us.
- It is built from your public presence and the answers you give.
What it looks like
Screens from our own platform, with sample data
Brown Aerobic agreed to be named, not to have customer or financial data shown. These screens use a fictional company, and each says so.
The public site
Home, service and location pages, desktop and phone
Real screenshots of the live site, taken on 22 October 2026.
Timeline
What we can date, and what we cannot
Only dates that appear in an archive capture, a deploy commit or a file we hold. Where there is no verified date, it says so.
- Earlier site, archived
The Wayback Machine holds a capture of a WordPress site for Houston.
Source: Wayback Machine capture - Last capture of the earlier site
The latest archived capture before the current site: seven counties named, a Book Online button, no Spanish pages.
Source: Wayback Machine capture - Current site deployed
The newest deploy snapshot we hold for the current site, and the date its sitemap shows for every address. The first go-live date is not on record here.
Source: Deploy commit and sitemap lastmod - Site tested
Lighthouse and site audit results recorded in our client portfolio.
Source: Portfolio data - Ads review window closes
The Google Ads review covers the 30 days from 21 September to 20 October 2026.
Source: Ads review notes - This page measured
Live site read, screenshots taken and load timing run for this case study.
Source: This page - No date on recordDispatch and route planning
Running with Brown Aerobic. We do not have a verified start date on record, so we show none.
Source: No date on record - No date on recordInspections and AI-assisted estimating
In development. No release date.
Source: No date on record
How we work with them
How we work with Brown Aerobic
Brown Aerobic is the working company we build and test these ideas with. The pattern is the same one we offer any home service company.
Look first
We read the website, search profile, ads and field service setup and write down what we would fix first. The free business evaluation is the same first step for any company.
Pick one thing
The owner decides what we take on, one piece at a time: the website, the ads review, dispatch.
Build, then check
We build or configure it, show the owner what changed and check it against a dated source, like the table on this page.
Say what is not ready
Anything still being built is labeled in development, here and on the pages it links to.
What is next
What is next
None of these has a date. We list them so the page does not imply they are done.
In development
Housecall Pro price-book matching
Matching each inspection issue to the parts and labor lines in the company's own price book, so a draft estimate uses their prices.
In development
SOAP-style notes per issue
A short note per issue in Subjective, Objective, Assessment, Plan form, drafted for the technician to confirm or edit.
Planned, no date
Review the ads changes together
Once the owner approves the conversion changes, we compare two to three weeks of data and publish only what the account shows.
Planned, no date
A measured baseline
Save monthly speed and search checks with dates, so a future before and after rests on records instead of memory.
Sources and limitations
What we did not measure
A case study is only worth reading if it says where it stops.
The open questions below are not hidden. We would rather leave a row out than state a number we cannot check.
Consultants In A Box is an independent consultancy. We are not affiliated with, endorsed by or sponsored by Housecall Pro or Google. Product names belong to their owners.
The live site is brownaerobic.com. Wayback Machine captures are courtesy of the Internet Archive.
- Page speed of the earlier site. The archived pages cannot be run through a speed test, so there is no before figure and we show none.
- Search rankings, search clicks or website traffic before and after the new site. We hold a Search Console export, but it cannot be tied to a verified change date, so we do not present it as a result.
- We do not publish calls, form leads, booked jobs, revenue, return on spend or customer counts, and we have no verified before figure for any of them.
- Google Ads results before our review. The review looked at the last 30 days only. A later comparison would need the changes approved first, and we would say so here.
- Anything about dispatch, inspections or estimating results. Those pieces are described, not measured, and the estimating work is still in development.
- Review counts or ratings. We do not state them.
- Anything about what an earlier provider charged, agreed or intended. We do not know it and do not say it.
FAQ
Questions about this case study
Did Brown Aerobic agree to be named?
Yes, in writing. We show no customer names, addresses, phone numbers of customers or financial figures. Screens marked Sample use a fictional company.
Who built the earlier website?
The public archive does not say, and we do not guess. Brown Aerobic worked with an Excavation Pro, a marketing professional who presented as an expert in the excavation and septic space. We describe what the archived pages show, not who made them or why.
Are these results?
No. They are dated facts about the site: what it was built with, what it linked to and which tags it carried. We do not publish leads, revenue, rankings or return on spend, because we cannot verify a before figure for them.
What is live and what is in development?
The website is live. The Google Ads review, dispatch and route planning and the website health dashboard are running with Brown Aerobic. Inspection checklists are built into our platform. Drafting notes, matching to the Housecall Pro price book and drafting estimates are in development and are not a finished product.
Why are some screenshots marked Sample?
Brown Aerobic agreed to be named, not to have customer or financial data shown. The screens for dispatch, inspections, ads and the portal come from our own app running with a made-up company, and each is captioned as sample data.
Will this work for my kind of company?
Our hands-on work is with a septic company, and we say so. The approach carries over to other trades that book jobs by area and send estimates, but we would start with a free evaluation and tell you what carries over.
Can you check my site the same way?
Yes. The free business evaluation reads your website, profile, ads and field software setup and lists what we would fix first.
Find out what to fix first at your company
Tell us about your company and we will look at your website, Google profile, ads and field service setup, then send a short list of what we would change first.