What we found on olshanfoundation.com
Olshan Foundation Solutions is a foundation repair company that's been in business since 1933. Over 90 years. According to Ahrefs, olshanfoundation.com pulls 22.3K monthly organic visitors with an estimated traffic value of $126.6K. And the site tells an interesting story about what happens when a long-established brand hasn't updated its form strategy.
The pages we tore down:
- Under-slab leak page (scored 75 out of 100 on Google's mobile lab test, layout shift 0.002)
- Driveway leveling page (scored 32 out of 100, layout shift 0)
- Fort Worth location page (scored 62 out of 100, layout shift 0.003)
The score variance is the first thing that jumps out. One page scores 75 (good, green zone). Another scores 32 (bad, red zone). Same site, same brand, 43-point difference. That kind of variance usually means the pages are built on different templates or loading different resources. And it means some pages are getting a search-ranking boost from Google while others are eating a penalty.
"25% of homeowners say trusting contractors is their top challenge when planning home improvement projects."
— Houzz Inc. (2025)
Performance: 75 on one page, 32 on another
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 under-slab leak page scored 75 out of 100. That's in the green zone. Google gives this page the full performance boost in search rankings. No penalty. The Fort Worth location page scored 62, which is in the yellow zone. Not penalized hard, but not getting the full boost either. And the driveway leveling page scored 32, deep in the red zone, eating a significant ranking penalty.
"53% of mobile users abandon sites that take longer than 3 seconds to load."
— Google / SOASTA (2017)
Layout shift is where Olshan does well. The under-slab leak page measured 0.002. The driveway leveling page measured 0. The Fort Worth page measured 0.003. Content barely moves at all as these pages load. That's nearly perfect stability, and it means the layout isn't the problem. The score variance is coming from something else: different images, different scripts, different embeds loading on different page templates.
The 43-point gap between the best page (75) and worst page (32) is the real takeaway. It tells you that Olshan has the ability to build fast pages. The under-slab leak page proves it. But that same optimization hasn't been applied consistently. Whatever is making the driveway leveling page slow (heavy images, undeferred scripts, third-party tracking) could be fixed using the same approach that got the under-slab page to 75.
Compounding effect
"Conversion rates drop approximately 12% for each additional second of page load time."
— Google / Deloitte (2020)
Lead capture: 9-field single-page form vs. the multi-step alternative
The main estimate request form has 9 fields on a single page: First Name, Last Name, Email, City, State, Street Address, ZIP, Phone, and Description. A homeowner who wants a foundation repair estimate has to fill out all nine before they can submit.
And this is where the CRO contrast with Groundworks becomes impossible to ignore. Groundworks, also a foundation repair company in this same CRO Index batch, starts with 1 field (postal code) and then walks the homeowner through a 4-step multi-step form. Olshan asks for 9 fields at once. Same trade. Same type of homeowner. Completely different form strategy.
"68% of users wouldn't submit a form if it required too much personal information."
— Baymard Institute (2024)
Service pages also have inline 7-field forms. So even the shorter forms on Olshan ask for 7 pieces of information before submission. That's still a lot of friction for a homeowner who might just want to know if Olshan serves their area and roughly what foundation repair costs.
The sidebar has 5 red CTA buttons: Book Video Evaluation, General Contact, Employment, Service Request, and New Construction. Five CTAs competing for attention in a sidebar. The "Book Video Evaluation" option is interesting. That's a specific offer that could be a strong conversion path if it were given more prominence. But sitting in a sidebar with four other buttons, it's easy to miss.
Phone number 1-877-465-7426 is visible. A "Reviews" link in the navigation gives visitors a path to read feedback. So the conversion paths exist. They're just wrapped in more friction than they need to be.
Trust signals: 90+ years and a Reviews link
The trust signal audit across the tested pages:
- "Since 1933" branding: Visible. Over 90 years in business.
- Phone number: 1-877-465-7426 visible.
- "Reviews" link: In the navigation menu.
- 5 sidebar CTA buttons: Book Video Evaluation, General Contact, Employment, Service Request, New Construction.
- BBB badge: Not found on the tested pages.
- Google Reviews widget: Not found on the tested pages.
- Chat widget: Not found on the tested pages.
The "Since 1933" branding is Olshan's strongest trust signal. Ninety-three years in the foundation repair business. You can't buy that kind of credibility. A homeowner deciding between Olshan and a company that started five years ago will weight that longevity heavily. It answers the "Will they be around for the warranty?" question before it's even asked.
Comparison
"83% of consumers use Google to find local business reviews; 74% use two or more review platforms when researching."
— BrightLocal (2025)
The "Reviews" link in the navigation is a step in the right direction. It tells visitors that Olshan has reviews and wants you to read them. But a link that takes you to a separate page is weaker than a Google Reviews widget embedded directly on the service pages. The homeowner who's reading about under-slab leak repair shouldn't have to click away to find out what other homeowners think about Olshan's work.
Compare the trust stack to Groundworks: BBB A+ badge, phone number, 1-field hero entry, cross-border service flags. Groundworks makes trust visible on the page. Olshan has the trust (93 years in business earns it) but doesn't display it as aggressively.
What Olshan does well
Olshan has genuine strengths that 90+ years in business build naturally. They're just not leveraged as well as they could be on the website.
93 years of "Since 1933" branding. This is the most powerful trust signal on the site. In foundation repair, where homeowners worry about contractor reliability, "Since 1933" answers the biggest objection before it's raised. No marketing budget can manufacture 93 years of operating history.
Under-slab leak page scores 75. The best page on the site is in the green zone on Google's mobile lab test. That proves Olshan can build fast pages. The engineering capability is there. It just hasn't been applied to every page.
Perfect layout stability. 0 to 0.003 across all three tested pages. Content doesn't jump around at all. That's the kind of stability that homeowners feel on their phones, even if they can't articulate why the page feels "right."
"Book Video Evaluation" CTA. This is a differentiated offer. Most foundation repair companies offer a free in-person estimate. Olshan offers a video evaluation option. That's a lower-commitment entry point for a homeowner who isn't ready for someone to come to their house. It just needs more prominent placement than the fifth button in a sidebar.
"Reviews" link in the navigation. Olshan has reviews and wants visitors to see them. The link is there. The intent is right. The execution just needs to move from a navigation link to an embedded widget on every service page.
"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
Olshan and Groundworks are both foundation repair companies in the same CRO Index batch. The comparison between a 9-field single-page form and a 1-field multi-step form is the clearest CRO lesson in the entire series.
Switch from single-page to multi-step forms. This is the biggest win available. Olshan's 9-field form asks for everything at once. Groundworks' form starts with one field and builds commitment step by step. If you're a foundation repair contractor and your form has more than 3 fields visible at once, test a multi-step version. Start with zip code or service type. Add date and time as step 2. Save contact info for step 3. The completion rate difference is measurable.
Fix the score variance. The 43-point gap between Olshan's best page (75) and worst page (32) means some pages are optimized and others aren't. If you see that kind of variance on your own site, audit the slow pages for heavy images, undeferred scripts, and third-party embeds. The fast pages are your template. Apply whatever makes them work to everything else.
Promote "Book Video Evaluation" above the fold. That's a genuine conversion differentiator sitting in a sidebar with four other buttons. If Olshan moved "Book Video Evaluation" into the hero section of service pages, it would capture the homeowner who wants professional guidance but isn't ready for an in-person visit. Lower commitment, higher conversion volume.
Embed reviews on every service page. The "Reviews" link in the nav proves Olshan has reviews. But a link is a step. And every step between the homeowner and the trust signal is a potential drop-off. Put a Google Reviews widget on every service page. Let the homeowner see what other homeowners say without navigating away from the page they're already reading.
Use the "Since 1933" branding more aggressively. Ninety-three years should be on every page, in the hero, near the form, in the footer. It's the single strongest trust signal Olshan has, and it should be impossible to miss.
"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 olshanfoundation.com score on Google's mobile test?
Scores vary widely. The under-slab leak page scored 75 out of 100 (green zone, good). The Fort Worth location page scored 62 (yellow zone). The driveway leveling page scored 32 (red zone, bad). Layout shift is nearly perfect across all three pages (0 to 0.003), so content doesn't jump around. The 43-point gap between the best and worst pages suggests the site has the ability to build fast pages but hasn't applied that optimization consistently.
How many fields does the Olshan contact form have?
The main estimate request form has 9 fields on a single page: First Name, Last Name, Email, City, State, Street Address, ZIP, Phone, and Description. Service pages also have inline 7-field forms. Compare that to Groundworks (same trade, same CRO Index batch), which starts with 1 field and uses a 4-step multi-step booking form.
How long has Olshan Foundation Solutions been in business?
Since 1933. That's over 90 years in the foundation repair business. The "Since 1933" branding is visible on the site and represents one of the longest operating histories of any brand in the CRO Index.
How much organic traffic does olshanfoundation.com get?
According to Ahrefs data from March 2026, olshanfoundation.com receives approximately 22.3K monthly organic visitors with an estimated traffic value of $126.6K. The site serves primarily the Texas market with a Fort Worth location page among the tested pages.
