WALKTHRU LABS
01
The challenge
From 1 October 2026, Utah S.B. 284 makes a detached ADU a permitted use on most lots over 11,000 sq ft. Arena needed a site ready for that date.
On 1 September 2026 two separate sites answered on thearenahome.com: a static homepage, and an app that served the plan and city pages. Nothing on the domain measured traffic.
The owner approved a paid launch plan on 6 August. Nothing could spend yet: there were no ad accounts and no conversion tracking.
Search demand is small. Semrush US (11 Aug 2026) put every Utah-named ADU term together at about 200 searches a month. So the site had to convert the visitors it got.
02
Keyword research
Before we write a page, we find the searches that bring Arena Homes work. These are the terms from our research, with the monthly search volume, how hard each one is to rank for, and what an ad click costs.
| Keyword | Searches / mo | Difficulty | Ad cost / click | Rank now |
|---|---|---|---|---|
| adu builders near me | 3,600 | 20 Easy | $6.60 | Not in top 100 |
| adu contractor | 2,900 | 17 Easy | $12.79 | Not in top 100 |
| adu financing | 1,900 | 28 Easy | $7.71 | Not in top 100 |
| adu cost | 1,300 | 10 Very easy | $2.21 | Not in top 100 |
| detached adu | 1,000 | 34 Possible | $2.18 | Not in top 100 |
| modular homes utah | 880 | 37 Possible | $0.76 | Not in top 100 |
| adu construction cost | 480 | 15 Easy | $4.34 | Not in top 100 |
| tiny homes utah | 480 | 18 Easy | $0.87 | Not in top 100 |
| how much does an adu cost | 110 | 12 Very easy | $1.78 | Not in top 100 |
| adu homes utah | 110 | 13 Very easy | $1.79 | #77 |
| adu utah | 90 | 15 Easy | $0.87 | Not in top 100 |
| accessory dwelling unit utah | 40 | 12 Very easy | $1.09 | #24 |
| adu builders draper | 40 | 0 Very easy | $0.00 | #38 |
| prefab adu utah | 30 | 12 Very easy | $1.13 | Not in top 100 |
03
The plan
Research
Semrush keyword pull on 11 Aug 2026, plus the S.B. 284 rules city by city. The finding: cost and financing questions have demand and few advertisers.
Merge
We kept the best of the old homepage (plan grid, room tabs, advisor form) and built the new site around the law change.
Launch
Moved the domain to the new build on 2 Sep 2026. Old blog and resource pages kept working through rewrites.
Measure
Web analytics on every page, a Google Ads conversion tag, and Search Console with a 37-URL sitemap.
Paid search
Three Google Search campaigns, each with its own landing page, went live on 17 Sep 2026. Paid-click source now survives into the lead record.
04
What we built
- Plan pages with published prices
- Seven floor plan pages, from 735 to 2,541 sq ft, each with a fixed total price.
- 20 city pages
- One page per Utah city Arena serves, from St. George to Ogden.
- Lot check in the hero
- A visitor types an address and sees whether the lot qualifies. No email needed to see the result.
- Guides for the three big questions
- Pages on ADU cost, ADU financing and Utah ADU law, plus an estimator and a build-your-own configurator.
- Lead routing into the Command Center
- Every form posts server-side to Arena's own CRM. A new-lead email goes out in about a minute, and it names the traffic source (verified 18 Sep 2026).
- Google Ads landing pages
- Three landing pages (law, cost, general) for three Search campaigns across five Utah counties, with a 66-term shared negative list.
- AI search readiness
- llms.txt and a robots.txt that lets AI crawlers read the site.
05
Where search stands
Semrush US database, 18 September 2026. Semrush estimates traffic from rankings; Google Search Console is the exact count.
Show the numbers
| Month | Keywords | Visits |
|---|---|---|
| Oct 25 | 0 | 0 |
| Nov 25 | 0 | 0 |
| Dec 25 | 0 | 0 |
| Jan 26 | 0 | 0 |
| Feb 26 | 0 | 0 |
| Mar 26 | 0 | 0 |
| Apr 26 | 0 | 0 |
| May 26 | 0 | 0 |
| Jun 26 | 0 | 0 |
| Jul 26 | 7 | 0 |
| Aug 26 | 17 | 5 |
| Sep 26 | 13 | 5 |
| Keyword | Position | Searches / mo |
|---|---|---|
| accessory dwelling unit utah | #24 | 40 |
| adu contractors herriman ut | #34 | 50 |
| adu builders draper | #38 | 40 |
| adu services herriman ut | #44 | 50 |
| adu homes utah | #77 | 70 |
| srena homes | #11 | 70 |
06
Who they compete with in search
| Competitor | Shared keywords | Their keywords | Their visits / mo |
|---|---|---|---|
| aduutah.com | 7 | 408 | 164 |
| nilsonhomes.com | 7 | 1,114 | 2,108 |
| utahstructures.com | 3 | 735 | 1,621 |
| dcstructures.com | 5 | 46,123 | 74,067 |