Forterra Pest Control is a local pest control company, founded in 2021, that serves homeowners across Dallas-Fort Worth. Its old website looked like many others in the trade and mostly showed up on page two of Google and beyond.
Rathly designed and built a new site from the client's concept. The main goal was design and UX that make a young local brand look established and make booking effortless.
Give the brand a look of its own. Many pest control sites look alike, so Forterra needed colors, type and graphics people remember.
Earn trust at a glance. A homeowner with ants in the kitchen should see the price, the license, the guarantee and a way to book within seconds.
Make the path to a quote short. From any page, on any phone, a visitor should finish a quote request in about two minutes.
Organize the site the way people search. Homeowners look up a pest and a town, so the structure needed a page for each pest, each city and each pest in each city.
We judged success by how people used the site, visits and quote starts, and by how Google responded to it.
Design system. We built the identity around an earth palette. Forterra orange carries every call to action. Soil brown holds the text, and a warm cream replaces stark white, so long pages feel calm. Stem green, leaf green, bark, sky and twilight blue fill in for highlights and illustrations. Libre Franklin sets the headlines and labels in a confident, compact voice. Source Serif 4 keeps the reading text warm and easy on the eyes. A custom set of pest icons in orange, cream and soil versions and an insect pattern give the brand graphics no competitor shares.
Interface. Every page opens with the essentials, the starting price of $49 a month, a free quote button and the phone number. An "On this page" bar lets visitors jump to the method, entry points, process or FAQ. The Texas pest control license number and the money-back guarantee sit right where people decide.
Flow. Visitors land on a pest page or a city page and read what applies to their home. From there, a four-step quote form covering the visitor, the home, the plan and the schedule takes about two minutes, even on a phone.
Built around search. We designed one template system and filled it with real local content. The site has a page for each of the 97 cities Forterra serves and 84 city and pest pages, such as mosquito control in Dallas. It adds 22 pest pages, 15 service and commercial pages and more than 100 blog articles. Each city page names the local conditions that drive pest problems, so no two pages read the same.
Speed and ownership. The site runs on fast static pages with self-hosted fonts and a content system the team can edit. Forterra owns the code.
Off the site. We listed Forterra in more than 40 business directories and add three editorial backlinks a month.
Challenges. The old site had years of pages with rankings attached. We launched 377 pages and mapped 181 old addresses to their new homes, so existing rankings carried over. Clicks dipped for two weeks after launch, as they often do after a large move, then climbed past the old level. The second challenge was scale without sameness. Hundreds of pages share one design, so every city and pest page is written from its own local facts, never with a swapped town name.
What makes it unique. The design and the search architecture were planned as one system. The components that make a page easy to scan also give Google a clear structure to rank. That's why the look and the results arrived together.
The new site went live in mid-September 2026, and visitors responded within weeks.
More people came, and they stayed. Organic search visits a day rose by about half, and visitors from search spend about a minute on the site (Google Analytics).
More homeowners started a quote. Quote starts from Google search rose by more than a third.
Google responded to the clearer structure. Clicks from Google rose by two-thirds a day after launch. Average position improved from 17.7 to 10.5 (Google Search Console).
Rankings climbed fast. 504 keywords now rank in Google's top three, 377 more than a month earlier. In total, 943 keywords rank, up 515 (Ahrefs, October 27, 2026).
AI search found the site too. Forterra appears in about 1,000 Google AI Overview answers, 519 more than a month before (Ahrefs).
The results show the design working as planned. It brought more visitors from search, moved more of them to the quote form and earned more clicks from the same searches. It also gave a company founded in 2021 a brand that stands apart in a crowded local market.
