The project
Christmas Decor by Carruthers Decorative Lighting is part of Carruthers Landscape Management, a Dallas company founded in 1978. Dallas-Fort Worth is one of the most competitive markets in the country for holiday lighting, and the site needed to compete town by town, not just for the word Dallas.
The goal
The company's focus is commercial work: HOA communities, car dealerships, commercial properties and municipal displays, plus residential lighting in four cities (Plano, Allen, Richardson and Frisco). The site had to speak to each of those buyers directly and make that service area clear.
What I built
I redesigned the home page around who the company lights up, with dedicated pages for HOA communities, car dealerships, commercial sites, cities and downtowns, homes in the four residential cities, and permanent lighting. A five-step process (site visit, custom proposal, professional install, in-season service, removal and storage) answers the questions buyers ask before they call, and a mobile quote page and catalogs support the sale.
Built for search
Each service runs from its own CMS collection, which produces service-by-town pages across Dallas-Fort Worth. The pages were written against the companies ranking on page one for each service and town, with local detail, FAQs and structured data. The site is now on daily indexing and weekly rank tracking, with a page-one audit and an improvement plan that has to be approved before anything on the site changes.
Client
Christmas Decor Dallas
Location
Dallas, TX
Design notes
A navy utility bar carries the Carruthers and Christmas Decor logos, a live countdown to Christmas, the phone number and a red quote button. Clean white sections use bold geometric headlines, numbered audience cards and a five-step process band in navy and gold, with night photography of lit homes and entrances.
WHAT WAS BUILT
Key highlights
Home page redesign built around HOAs, dealerships, commercial sites, cities and homes
Dedicated HOA and car dealership pages
Residential pages limited to the four cities the company serves
Service-by-town pages across Dallas-Fort Worth from CMS collections
Content researched against the top-ranking competitors in each town
Five-step process section from site visit to storage
Live countdown to Christmas in the header
Daily indexing and weekly rank tracking with approved improvement plans
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