Case Study - Christophe Guérin 3D

Categories:
  • Design
  • Development
  • Local SEO
  • Performance
  • Google Business
  • Eleventy

Introduction

Montagne Noire Web Studio supported Christophe Guérin, an entrepreneur specializing in pest control, in creating his professional website. With 5 years of experience and over 500 annual interventions in the Tarn and Aude regions, Christophe needed an online presence that reflected his expertise and generated qualified quote requests.

“I saw my quote requests gradually decrease. A new competitor set up in the area and appears above me on Google, even though he just started and has far fewer reviews than me on Google Maps. I didn’t understand how that was possible. I contacted Geoffrey to see if he did SEO and asked him to take a look at my site.”
— Christophe Guérin, Founder of Christophe Guérin 3D

This situation is more common than you might think: an established business being overtaken by a less legitimate new competitor, simply because their website is better optimized. Our audit would reveal why, and how to fix it.

Initial Audit: Identifying Opportunities

The first step was to conduct a comprehensive audit of Christophe Guérin 3D’s existing website, as well as his overall online presence. The goal was to identify weaknesses and improvement opportunities, both technically and strategically.

Video Audit: Complete Analysis

Here’s the complete audit Geoffrey performed to identify SEO and UX opportunities:

Identified Opportunities

This audit revealed several crucial improvement levers for Christophe’s site positioning:

  • Unique local content: create specific content for each served city
  • Solid technical SEO: optimal performance through custom development
  • Smooth user experience: functional forms and intuitive navigation
  • Google Business presence: optimization for “near me” searches

Design Phase: Modern Design and Conversion

The site design was conceived to maximize conversion while reflecting Christophe’s professionalism. The goal was to create a smooth user experience that converts visitors into clients.

Conversion-Oriented Design

  • Hero banner with immediate call to action: “Pest emergency? I intervene within 24 hours”
  • Certibiocide certification highlighted on the homepage
  • Visible contact buttons: “Call me” and “I want to be called back”
  • Intervention zone clearly displayed with interactive map
  • Customer testimonials (90+ reviews) strategically placed
Modern and conversion-oriented design of the Christophe Guérin 3D website
Modern and clean design with clear calls to action to maximize conversion.

Optimized Mobile Experience

Mobile experience was an absolute priority. Discover in video the smooth smartphone navigation:

With intuitive navigation and near-instant loading times, the site offers an exemplary mobile experience that encourages immediate contact.

Local SEO Strategy: Unique Location Pages

The cornerstone of this project was creating a rigorous local SEO strategy. We wrote 100% unique content for each of the 19 location pages on Christophe’s site.

What is a Location Page?

Location pages have a simple but crucial objective: show internet users and search engines where a business operates and what it offers. To be effective, and not penalized by Google’s algorithms, these pages must contain unique and relevant content, not simply a city name replaced in a template.

Our Content Creation Methodology

For each city served by Christophe (Mazamet, Castres, Carcassonne, etc.), we created:

  • Unique geolocated content: mentions of neighborhoods, local characteristics
  • Specific issues: common pests according to geographic area
  • Local social proof: references to interventions in the area
  • Precise travel times: “15 minutes from Mazamet”, “rapid intervention in Castres”
  • Optimized internal linking: links to services and other intervention zones
Example of local landing page for Mazamet
Unique landing page for the city of Mazamet with geolocated content.

This approach requires more initial time but guarantees:

  • No risk of Google penalty for duplicate content
  • Better positioning on local searches
  • Relevant and reassuring user experience
  • Real added value for visitors

Architecture, sitemap and redirects

Beyond visible content, restructuring the site’s technical architecture was essential for better SEO optimization. The initial audit revealed several significant structural gaps.

Identified architecture issues

The old WordPress site had a structure that was far from optimal for SEO:

  • Overly flat structure: all URLs started directly from the root christopheguerin3d.fr/
  • No dedicated service pages: a single general /services/ page grouping all offerings
  • Incomprehensible URLs: WordPress artifacts like /278-2/ or /532-2/, unreadable for both humans and search engines
  • Lack of hierarchy: no apparent logic in content organization

New optimized architecture

We designed a clear, logical, and SEO-friendly architecture:

Hierarchical structure:

  • Descriptive URLs: /service-anti-nuisible-mazamet/ instead of generic pages
  • Logical hierarchy: /services/desinsectisation/ to structure offerings
  • Target keywords naturally integrated into URLs
  • Total consistency with uniform naming convention

Dedicated service pages:

Creation of detailed pages for each major offering:

  • /services/desinsectisation/ - pest insect treatment
  • /services/deratisation/ - rodent elimination
  • /services/desinfection/ - cleaning and disinfection
  • /services/debarras/ - clearance and removal

Each service page offers unique content, technical details, and strengthens positioning on specific keywords.

301 redirect plan for a successful migration

After all this restructuring work, moving and creating new pages, a 301 redirect plan had to be implemented. A 301 redirect is an Internet status code used to permanently redirect one URL to another URL. The goal: preserve SEO history and avoid any traffic loss. Here’s an excerpt from the ._redirects file set up to manage these redirects:

# General redirection of categories and tags (no longer exist in the new site) to the blog page
/category/* /blog/ 301
/tag/* /blog/ 301
/feed/* /blog/ 301
/author/* /blog/ 301
/page/* /blog/ 301

# WordPress redirects (old site)
/wp-content/uploads/* /assets/images/ 301
/wp-content/* / 301
http://christopheguerin3d.fr/* https://christopheguerin3d.fr/:splat 301!

# Blog redirects to the new structure
/278-2/ /blog/fourmis-infestation-prevention-elimination/ 301
/532-2/ /blog/prevention-rongeurs-automne-mazamet-castres/ 301

Benefits of redirects:

  • SEO juice preservation: all old URLs transfer their authority to the new ones
  • Backlink conservation: no external links lost
  • Smooth user experience: no more 404 errors for visitors following old links
  • Transparent transition: bookmarks and shared links remain functional

This technical restructuring, invisible to the end user, is nevertheless one of the essential foundations of the site’s SEO success.

Development: Custom Code

The site was hand-coded with Eleventy, a modern and performant static site generator. This approach avoids the heaviness of WordPress and page builders while guaranteeing exceptional performance.

Exemplary Technical Performance

Custom development achieved optimal performance scores:

Before
After
  • Performance: 100/100 thanks to hand-optimized code
  • Accessibility: 100/100 with WCAG 2.1 Level AA compliance
  • SEO: 100/100 with optimal semantic markup
  • Best Practices: 100/100 with respect for web standards
  • Loading time: under 1 second on mobile

Advantages of Custom Development

The choice to hand-code the site offers several decisive advantages, highlighted by these technical results. WordPress is an excellent platform for certain projects, but for a showcase site focused on performance and local SEO, custom development offers total control and superior results. Check out our article on WordPress limitations in 2025 to understand this approach.

Google Business Optimization

Beyond the website, we supported Christophe in optimizing his Google Business presence, a crucial element for local searches like “pest control Mazamet” or “pest control company near me”.

Refining the Google Business Listing

  • Detailed services: precise and exhaustive list of services
  • Strategic keywords: natural integration of searched terms
  • Intervention zone: 30 km radius precisely defined around Mazamet and Les Martys
  • Optimized hours: highlighting 7/7 availability
  • Professional photos: adding quality images of interventions

Results: Promising Early Indicators

The Christophe Guérin 3D site has been online for one month, and early results confirm that the implemented strategy is bearing fruit:

Lead Generation:

  • Both contact forms (callback and quote) are already generating qualified prospects
  • Direct calls from the mobile site are increasing

SEO Performance:

  • Google impressions increased by 5% since launch
  • The site now appears on strategic queries like “pest control service Castres”
  • The 19 local landing pages are starting to be indexed and ranked

These indicators, although early, confirm that the technical overhault and the local SEO strategy are starting to bear fruit.

Conclusion: A Strategic Investment

The Christophe Guérin 3D project demonstrates that a rigorous local SEO approach combined with custom development can create a decisive competitive advantage in a highly competitive sector.

A website designed and developed by a professional is not simply a showcase, it’s an investment into your business, a lead generation tool that works for you 24/7.

The Christophe Guérin 3D site is now equipped to respond to local searches in the Tarn and Aude regions, while offering a user experience that converts visitors into clients. In a few months, when the SEO strategy has fully deployed its effects, Christophe will no longer be in the position of the one being overtaken: he will be the one dominating his local market.