01
Structure for search
Service pages and 17 town pages give Google a clear map of what EK does and where, instead of one page trying to rank for everything.
Case study · Dumpster rental · Mount Pleasant, MI
EK Disposal Services
How a family-owned Mid-Michigan dumpster company turned a one-page website into a local lead engine, and what the next version of that site looks like.
The client
A strong local business with a website that undersold it
EK Disposal Services is a family-owned company in Mount Pleasant that rents roll-off dumpsters and handles demolition and cleanouts across Mid-Michigan. EK already had the fundamentals: a clear service area, several dumpster sizes and an owner-led reputation for being fast, clean and local.
The website was the weak link. Everything lived on a single page, which made it hard for search engines to understand where EK works and hard for visitors to tell quickly whether EK fit their project.
- Make local coverage obvious to people and to Google
- Let homeowners and contractors pick a dumpster size on their own
- Keep a call or quote option on every screen
- Get quote requests to the owner fast, with a Make.com automation
Phase one results · the first HDS build
Search visibility turned into real demand
Counted from every quote request EK's website form sent to the owner, tests removed. Website only: phone calls, texts and other contact are not included. These numbers come before the redesign shown further down.
93
EK Disposal quote requests through the website, Feb 10 to Oct 21, 2026. Website form only, not calls or texts
$32,725
Quoted through EK's website form, Apr 29 to Oct 19, 2026
#1
Organic search is EK's top traffic source: 887 of 1,283 visits, Jul 19 to Oct 16, 2026 (GA4)
“Working with Heartland has had our rentals booked out since they've finished our site.”
Kip Williams, Owner, EK Disposal Services
Phase two · new design rolling out
The next version: built like the trucks
With demand proven, HDS rebuilt EK on WordPress and Breakdance so the site can grow with the fleet. The visual direction comes straight from EK's equipment: shop black, safety yellow, heavy condensed type and real photos of EK's own trucks.
The new site breaks one page into a full structure: service pages for each kind of job, a pricing page with every fee listed, a dumpster size guide, a three-step quote request and a page for each town EK serves.
This design is replacing the current ekdisposalservices.com. The results above belong to the earlier build.
Hover to scroll the full homepage
On a phone
Built for the person standing in the driveway
Most dumpster searches happen on a phone, often mid-project. Every page keeps a fixed Call Now and Get a Quote bar at the bottom of the screen, and the quote steps are sized for thumbs.
How it fits together
Design, local SEO and lead generation are one system
02
Proof for trust
Family owned since 2017, a 5.0 Google rating and real truck photos sit next to every decision point, so visitors are reassured before they call.
03
A short path to a quote
Prices up front, a three-step quote and a call button on every screen turn that search traffic into booked rentals.
See your site the way a customer does
Get a free 3 to 5 minute recorded review of your site and Google listing. If a rebuild makes sense: $3,500 fixed, about four weeks, copy written for you.
USAF veteran-owned · Based in Alma, Michigan · Copy written by a person