What we found on groundworks.com
Groundworks is a foundation repair company serving both the US and Canadian markets. According to Ahrefs, groundworks.com pulls 83.2K monthly organic visitors with an estimated traffic value of $299.3K. That puts them in the top tier of foundation repair brands by traffic volume.
The pages we tore down:
- Spartanburg crawl space page (scored 97 out of 100 on Google's mobile lab test, layout shift 0.047)
- Concrete lifting page (scored 68 out of 100, layout shift 0)
- Grand Rapids foundation page (scored 68 out of 100, layout shift 0)
And the Spartanburg page is the headline number. 97 out of 100 on Google's mobile lab test. That's the second-highest lab score in the entire CRO Index, behind only Sunnova's perfect 100s. But Sunnova's pages are minimal landing pages. The Spartanburg page has actual content. Actual service descriptions. Actual conversion paths. Scoring 97 with real content on the page is a different achievement entirely.
"25% of homeowners say trusting contractors is their top challenge when planning home improvement projects."
— Houzz Inc. (2025)
Performance: 97 on the Spartanburg page, 68 on everything else
Google's mobile lab test simulates a slow phone on a throttled connection. The scores are worst-case, not what you'd see on your phone with WiFi. But Google uses them as a ranking factor in search results.
The Spartanburg crawl space page scored 97 out of 100. That means Google is giving this page the maximum performance boost in search rankings. No penalty. No friction. Just a clean, fast page that Google's algorithm rewards. Layout shift on this page measured 0.047, which is under the 0.1 threshold but not perfect. Content moves slightly as the page loads, but not enough to annoy anyone.
"53% of mobile users abandon sites that take longer than 3 seconds to load."
— Google / SOASTA (2017)
The concrete lifting page and the Grand Rapids foundation page both scored 68. That's in the yellow zone. Not penalized as heavily as the red zone, but not getting the full ranking boost either. Layout shift on both pages measured 0, which means content doesn't jump around at all. So the structure and layout are clean across the board. The score difference between 97 and 68 is likely coming from page-specific resources: different images, different widget configurations, different third-party scripts loading on the service pages versus the location pages.
For a foundation repair company, these are strong numbers. Most brands in the CRO Index score in the 30s or 40s on Google's mobile lab test. Groundworks has one page at 97 and two at 68. That's a performance profile most contractors would love to have.
Compounding effect
"Conversion rates drop approximately 12% for each additional second of page load time."
— Google / Deloitte (2020)
Lead capture: 1-field hero entry into a 4-step booking form
The lead capture on Groundworks starts with a single field in the hero section. "Get Your Free Estimate." One postal code field. That's it. One field. The homeowner enters their zip code and they're into the flow.
From there, it opens a 4-step multi-step booking form:
- Step 1: Services (what do you need help with?)
- Step 2: Date & Time (when works for you?)
- Step 3: Contact Info (how do we reach you?)
- Step 4: Complete
This is structurally similar to Goettl's booking flow, and that's not a coincidence. Multi-step forms outperform single-page forms for service contractors because they reduce the perceived effort at each step. A homeowner who has already picked a service and chosen a date is much more likely to enter their phone number than a homeowner staring at 9 or 11 empty fields on a single page.
"68% of users wouldn't submit a form if it required too much personal information."
— Baymard Institute (2024)
The 1-field hero entry is the key differentiator. Olshan Foundation (same trade, same CRO Index batch) uses a 9-field single-page form. D.R. Horton uses an 11-field form. Groundworks asks for one field. One. And the psychological difference is massive. A homeowner who types five digits into a zip code field and clicks a button has started the process. They're invested. The multi-step form capitalizes on that momentum.
Phone number 719-347-4246 is visible on the site. So there's a second conversion path for the homeowner who prefers to call. Two clear paths: enter your zip code or pick up the phone.
Trust signals: BBB A+ and cross-border service
The trust signal audit across the tested pages:
- BBB A+ Accredited Business: Badge visible on the contact page.
- Phone number: 719-347-4246 visible.
- US and Canadian flags: Displayed on the site, indicating cross-border service.
- 1-field hero CTA: "Get Your Free Estimate" with postal code entry.
- Google Reviews: Not found on the tested pages.
- Chat widget: Not found on the tested pages.
The BBB A+ badge is the standout. BBB A+ is the highest rating the Better Business Bureau gives. It tells a homeowner that Groundworks responds to complaints, maintains transparent business practices, and meets BBB accreditation standards. For foundation repair, where the average job costs thousands of dollars and homeowners are anxious about getting scammed, that badge carries real weight.
Comparison
"83% of consumers use Google to find local business reviews; 74% use two or more review platforms when researching."
— BrightLocal (2025)
The US and Canadian flags are a subtle but effective trust signal. They tell a visitor immediately that Groundworks operates in both countries. For a Canadian homeowner searching for foundation repair, seeing their flag on the site answers the "Do they serve my area?" question before they even read the content.
The gap is Google Reviews. We didn't find review widgets on the tested pages. For a company with BBB A+ accreditation and cross-border operations, adding a Google Reviews widget to the service pages would round out the trust stack. Homeowners check reviews. And they check them on the page they're already reading, not on a separate platform they have to navigate to.
What Groundworks does well
Groundworks gets more things right than almost any other brand in this batch. The performance, the form structure, and the trust signals all work together.
97 on Google's mobile lab test. The Spartanburg page proves that you can score in the high 90s with real content on the page. It's not a blank landing page. It's a service page with descriptions, CTAs, and conversion paths. And it still scores 97. That tells you the engineering team knows what they're doing.
1-field hero entry. "Get Your Free Estimate" with one postal code field. That's the lowest-friction entry point in the entire CRO Index for foundation repair. It reduces the homeowner's decision to a single action: type five digits. Everything else comes after they've committed.
4-step multi-step booking form. Services, Date & Time, Contact Info, Complete. Same multi-step pattern as Goettl. Same psychological commitment built into the flow. And it works for the same reason: each step feels manageable, and by step 3, the homeowner has already invested.
BBB A+ Accredited Business. The highest BBB rating, displayed on the contact page. For foundation repair, where trust is everything, this badge does more work than most contractors realize.
Cross-border service. US and Canadian flags signal to visitors from both countries that Groundworks serves their market. That's a simple visual that eliminates a common question.
"64% of homeowners say having recommendations or references is a top-three factor in choosing a contractor."
— Houzz Inc. (2025)
What the gaps mean for foundation repair contractors
Groundworks is a benchmark. If you're a foundation repair contractor, this is the site to study. But even benchmarks have gaps.
Add Google Reviews to the service pages. The BBB A+ badge is strong. But homeowners also want to see what other homeowners say. A Google Reviews widget on the Spartanburg, concrete lifting, and Grand Rapids pages would give visitors social proof without leaving the page. The combination of BBB A+ plus Google Reviews is the strongest trust stack a foundation repair company can run.
Add a chat widget. Groundworks has two conversion paths: zip code entry and phone. A chat widget would add a third path for the homeowner who isn't ready to call and doesn't want to start a booking flow. Chat captures the "I have a quick question" visitor who might leave if their only options are calling or filling out a form.
Figure out why the Spartanburg page scores 97 and replicate it. The concrete lifting and Grand Rapids pages score 68. That's a 29-point gap on the same site. Something about the Spartanburg page's build is different: fewer third-party scripts, smaller images, less widget overhead, or a different template variation. Whatever it is, identify it and apply it to the other pages. Going from 68 to 97 across the site would give Groundworks the strongest performance profile in the entire CRO Index.
Copy the 1-field hero approach. If you're a foundation repair contractor reading this and your homepage has a 6-field contact form, look at what Groundworks does. One field. Postal code. "Get Your Free Estimate." Then a multi-step form that builds commitment step by step. That pattern converts better than asking for everything upfront.
"48% of customers say that if a site does not work well on mobile, it signals the company does not care about their business."
— Google Consumer Insights (2018)
Frequently asked questions
How does groundworks.com score on Google's mobile test?
The Spartanburg crawl space page scored 97 out of 100. That's the second-highest score in the entire CRO Index and the highest on a page with actual content. The concrete lifting page and Grand Rapids foundation page both scored 68. Layout shift ranges from 0 to 0.047, meaning content barely moves as the pages load.
Does Groundworks have BBB accreditation?
Yes. A BBB A+ Accredited Business badge is visible on the Groundworks contact page. A+ is the highest BBB rating available. Combined with the multi-step booking form and phone number, it makes Groundworks one of the most trust-complete foundation repair brands in the CRO Index.
How does the Groundworks booking form work?
It starts with a 1-field hero entry: just a postal code with "Get Your Free Estimate." From there, it opens a 4-step multi-step form: Services (what do you need?), Date & Time (when works for you?), Contact Info (how do we reach you?), and Complete. The single-field entry reduces friction, and the multi-step flow builds commitment as the homeowner progresses through each step.
How much organic traffic does groundworks.com get?
According to Ahrefs data from March 2026, groundworks.com receives approximately 83.2K monthly organic visitors with an estimated traffic value of $299.3K. Groundworks serves both the US and Canadian markets, with US and Canadian flags displayed on the site indicating cross-border operations.
