A year of search traffic, in a single month.
- Organic clicks, 192 → 2,320 per quarter
- +1,108%
- Organic clicks, 192 → 2,320 per quarter
- Ranking queries, a 49× wider footprint
- 53 → 2,619
- Ranking queries, a 49× wider footprint
Overview
A 14-day rebuild on a cluster-based keyword map, from 53 ranking queries to 2,619.
SKIN Microplaster’s old site was quietly dying — 80 organic clicks a month and falling, from about 53 queries that were mostly its own brand name. Faber House reconstructed what used to rank, mapped seven keyword clusters to pages, and rebuilt the site in fourteen days. Relaunched 13 May 2026, it went to 2,619 ranking queries and 178,000 impressions a quarter, and June alone produced more organic clicks than the previous twelve months combined.
01Context
The Client
A good product on a fading site.
Skin 2.0 is a microplaster system that waterproofs and finishes gunite, fiberglass, ICF and EPS surfaces — a genuinely differentiated product in a category most people research by cost and comparison. Based in Ozark, Missouri, applied nationally, for pool builders, ICF and EPS contractors, and homeowners.
The problem wasn’t the product. It was that almost nobody arrived at the site unless they already knew the brand name, and even that traffic was shrinking: organic clicks fell from 124 a month in May 2025 to 44 by February 2026, on a Webflow site that had been losing ground for a year.
- Industry
- Waterproofing & luxury surface finishing
- Substrates
- Gunite, fiberglass, ICF, EPS
- Timeline
- 14 days, kickoff to launch — 42 tasks, 6 phases
- 01
Before: Measured decline — organic clicks down 65% in a year, 124 to 44 a month
After: 1,019 clicks in June 2026 alone, more than the previous twelve months put together
- 02
Before: A brand-only footprint — roughly 53 queries, most of them “skin microplaster”
After: 2,619 ranking queries, with category terms like “pool deck resurfacing” adding six figures of impressions
- 03
Before: Lost authority — an older site had ranked top three for terms the current one didn’t
After: Reconstructed from Wayback snapshots and the previous developer’s files; the brand term recovered to #1
- 04
Before: A fragmented technical category — no single cluster big enough on its own
After: All seven clusters mapped to pages, signed off by the client on day five
- 05
Before: Fourteen days for discovery, research, a full rebuild, SEO, analytics and launch
After: 42 tasks across 6 phases, all shipped; live on 13 May 2026
02Diagnosis
The Challenge
- Gap 01
Measured decline
Organic clicks fell from 124 in May 2025 to 44 by February 2026 — down 65% — on a Webflow site that had been slowly losing ground for a year. The old site never cleared 2,200 impressions in a month.
- Gap 02
A brand-only footprint
Roughly 53 distinct queries drove the whole site, most of them “skin microplaster” and “microplaster”. Category demand — pool resurfacing, ICF and EPS coatings, fiberglass refinishing — was going to competitors.
- Gap 03
Fourteen days
Discovery, keyword research across seven fragmented clusters, a full rebuild, on-page and technical SEO, analytics and launch — inside a two-week window, starting from an older site’s lost authority that first had to be reconstructed.
In a niche this technical, keyword research isn’t a step before the build — it is the build.
The Approach
Map the category, then build for it. Every page, title and internal link was assigned from a keyword map the client signed off on before a line of code was written.
- Step 01
Reconstruct, Then Research
We pulled Wayback Machine snapshots and the previous developer’s files, crawled the live Webflow site for a full URL and page inventory, and ran a historical ranking-recovery audit to establish what used to rank. The rebuild recovered ground rather than starting from zero.
- Step 02
Seven Keyword Clusters, One Map
Waterproof pool plaster, ICF pool finishes, EPS foam surfaces, fiberglass resurfacing, pool waterproofing, microplaster/microcement and pool refinishing products, researched as separate clusters — then competitive analysis, content-gap analysis, and a keyword-to-page map agreed with the client on day five.
- Step 03
Performance-First Rebuild
New custom infrastructure and deploy pipeline, all content and design ported with structural improvements, responsive work across breakpoints, and Core Web Vitals optimisation for LCP, CLS and INP. Real users now see largest contentful paint at 1.1 seconds on mobile.
- Step 04
SEO at Launch, Not After
Title tags, meta descriptions, H1–H3 hierarchy, image alt text and internal linking all written against the keyword map. XML sitemap, robots.txt, canonical tags and Product plus LocalBusiness schema shipped with the site — so it launched indexable instead of being retrofitted.
- Step 05
Content That Answers the Buying Question
36 articles and three interactive tools — a pool plaster calculator, a pool resurfacing cost calculator and a color chart — aimed at the cost, comparison and how-to searches contractors and homeowners actually run. They now account for nine of the site’s ten highest-traffic pages.
03Results
The Line That Had Been Flat For A Year
- Organic clicks, 192 → 2,320 per quarter
- +1,108%
- Organic clicks, 192 → 2,320 per quarter
- Impressions, 4.28K → 178K per quarter
- +4,059%
- Impressions, 4.28K → 178K per quarter
- Ranking queries, up from 53
- 2,619
- Ranking queries, up from 53
- Clicks in June 2026 alone, more than the prior twelve months
- 1,019
- Clicks in June 2026 alone, more than the prior twelve months
- Sessions in the last quarter, on a property that didn’t exist before
- 2,735
- Sessions in the last quarter, on a property that didn’t exist before
- Core Web Vitals good URLs, mobile and desktop
- 40 / 40
- Core Web Vitals good URLs, mobile and desktop
- Real-user LCP on mobile, Chrome UX verdict: fast
- 1.13s
- Real-user LCP on mobile, Chrome UX verdict: fast
- Kickoff to launch, 42 tasks across 6 phases
- 14 days
- Kickoff to launch, 42 tasks across 6 phases
04Scope
42 tasks in 14 days
- Day 1
Kickoff
- Old site files collected from the client
- Access to the existing Webflow site
- Wayback Machine snapshots pulled
- Full URL and page crawl of the current site
- Project folder and comms channel set up
- Days 2–5
Keyword research
- Waterproof swimming pool plaster cluster
- ICF pool finish and coating cluster
- EPS foam pool surface cluster
- Fiberglass pool resurfacing cluster
- Swimming pool waterproofing cluster
- Microplaster and microcement cluster
- Pool refinishing products cluster
- Competitive analysis of current rankings
- Historical ranking-recovery audit
- Keyword map with page assignments
- Content-gap analysis
- Client sign-off on target pages and priority terms
- Days 5–12
Site build
- Custom infrastructure: hosting, repo, deploy
- Content ported from the existing site
- Design ported with structural improvements
- Mobile optimisation across breakpoints
- Core Web Vitals: LCP, CLS, INP
- Integration-ready architecture for landing pages, email, ads
- Internal QA, cross-browser and device
- Days 8–12
On-page SEO
- Keyword-optimised title tags on every page
- Meta descriptions on every page
- H1–H3 structure per page
- Image alt text throughout
- Internal linking structure
- Days 10–12
Technical SEO
- XML sitemap generated and submitted
- robots.txt configured
- Product schema markup
- LocalBusiness schema markup
- Canonical tags across all pages
- Days 12–14
Analytics & launch
- Google Analytics 4 property set up
- Search Console set up and verified
- GA4 and Search Console connected
- Site live: DNS switch and deployment
- Post-launch crawl for 404s and broken links
- Final walkthrough with the client
- Keyword map document delivered
- Content-gap analysis and growth roadmap delivered
05 Takeaway
More clicks in one month than the old site managed in a year.
A 14-day rebuild anchored in cluster-based keyword research took a declining niche manufacturer from 53 ranking queries to 2,619 — and produced more organic clicks in a single month than the previous site had managed in a year. Average position and click-through rate read lower only because the site got bigger: a handful of brand terms became thousands of category terms, and clicks, the number that matters, went up twelve times.
See how we’d do it for you.
