Case study / Underground Utility & Fiber · Programmatic B2B SEO
AMS Utilities.
Built a 208-page underground-utility and fiber-construction platform — a service × city matrix across three Gulf Coast counties, rendered in three languages.
fig. 01 — Homepage — We Put the Network in the Ground
What the build
actually covers.
Measurement window pending — see §08 for the 30/60/90 reporting plan.
What the project
needed to do.
AMS Utilities (Alliance Mechanical Solutions, LLC) is a family-run underground-utility and fiber-optic construction contractor in Loxley, Alabama — five crews self-performing directional boring, trenching, conduit, and fiber placement since 2010. The build put a 208-URL platform live at amsutilities.com on a new domain: a service × city matrix across Baldwin, Mobile, and Escambia counties where every cell carries real Census data and a live map from the Loxley yard, six capability pages, a dedicated lane for primes and general contractors, and a full English / Spanish / Vietnamese language layer. Its buyers are telecoms, utility primes, and GCs — so the whole site is built around what that audience can verify.
AMS has run underground and fiber crews across the Gulf Coast since 2010, but almost none of that history was anywhere a buyer could check, and the business had just rebranded onto a new domain with one client cleared for naming. Its buyers aren't homeowners — they're telecoms, utility primes, and general contractors deciding which subcontractor gets handed scope. The job was to make sixteen years of real capability legible to that audience without inventing a single number: no fabricated project stats, no manufactured social proof, no claims the owner hadn't put on paper.
A construction buyer can check every claim on the site — insurance, USDOT, fleet, coverage — because nothing unverifiable was publishedWhat moved the needle
What it looks like,
on screen.
The deliverables,
line by line.
A Next.js platform live at amsutilities.com — 208 URLs on the sitemap. The SEO surface is a service × city matrix across Baldwin, Mobile, and Escambia counties: 31 city hubs and 155 service-in-city pages covering the five services AMS performs today, with three more (water & sewer, electrical conduit, gas conduit) built as labeled coming-soon pages rather than faked as current offerings. Every cell is made non-interchangeable with real data — ACS Census figures per city, drive time and mileage from the Loxley yard computed via OSRM, a per-city Mapbox map framing the yard-to-city route, and the fiber providers publicly building in each county, named as market activity with a disclaimer, never as clients. Around the matrix: six capability pages, a For Primes & GCs page, a BEAD broadband-funding page, an equipment page listing the owned fleet, a branded capability-statement PDF, a Resend-backed bid pipeline, and a full trilingual layer — every page in English, Spanish, and Vietnamese. The site emits no rating schema — it claims no ratings it can't substantiate — and a verified-claims allowlist in code governs what any page may state.
- 208 URLs on the live sitemap — verified 2026-07-08 — on a new domain, the first site under the AMS Utilities brand
- Service × city matrix across Baldwin, Mobile, and Escambia counties — 3 county hubs, 31 city hubs, 155 service-in-city pages
- Five live matrix services; three planned services (water & sewer, electrical conduit, gas conduit) ship as labeled coming-soon pages instead of being faked as current offerings
- Six capability pages — directional boring & HDD, trenching, vibratory plowing, conduit & duct, vaults & handholes, underground fiber placement
- Real per-city data in every matrix cell — ACS Census figures plus OSRM-computed drive time and mileage from the Loxley yard, each field re-verifiable at its source
- Per-city Mapbox map framing the Loxley yard and the destination city together — a unique visual per page
- County-level lists of the fiber providers publicly building in each market — named as public-record market activity with a disclaimer, never as clients
- Full trilingual layer — every page renders in English, Spanish, and Vietnamese via a 361-key dictionary and a persisted language toggle
- For Primes & GCs page — self-performing subcontractor positioning with insurance, USDOT number, and owned fleet on the record
- BEAD broadband-funding page and industries page aimed at the telecom buildout wave
- Equipment page listing the owned fleet — 4 directional drills, 2 vacuum trucks, 3 excavators, 2 plows
- AMS-branded capability statement PDF for procurement packets
- GeneralContractor schema carrying the USDOT number as an identifier, Service schema with geo coordinates per cell, FAQPage and Breadcrumb schema
- Zero review or rating schema — the site claims no ratings it can't substantiate; a verified-claims allowlist in code governs what any page may state
- Projects section gated in code — an entry renders only when the client has supplied real scope and cleared the name
- Resend-backed Request a Bid pipeline, plus llms.txt for AI-crawler discoverability
- Two build-time gates — a no-fabrication checker and a cross-page uniqueness scan — run before every production build
How the build
earns the call.
The search strategy is organic and specific rather than local-pack: cell titles written to commercial phrasing ('Underground Fiber-Optic Installation in Foley, Alabama'), Service schema with geo coordinates per city, FAQPage schema per cell, and a real-data layer that keeps 155 programmatic pages from reading as doorway spam. Conversion is built for how B2B construction actually buys: a Request a Bid form routed through Resend, the phone number in the header, and a downloadable capability statement for the procurement folder. The projects page is gated in code — an entry renders only when the client has supplied verified scope and cleared the name — so the section cannot ship a fabricated case study even by accident.
AMS's work since 2010 now has a public record a construction buyer can verify — the fleet, the coverage, the USDOT number, the methods — in three languages. The site is weeks old and the results are still ahead of it: this is the foundation, not a performance report. What it gives AMS is a bid surface no Gulf Coast underground competitor currently matches, built so every claim on it survives checking.
A homeowner picks a contractor from reviews. A telecom construction manager picks a subcontractor from what can be verified — insurance, a USDOT number, the equipment a company owns, the ground it covers. AMS's buyers don't shortlist by star rating, so the site's job is to put every verifiable fact about the company on the record where they search — and to claim nothing that can't be checked.Studio rationale
Metrics, captured
at 30 / 60 / 90 days.
Tracking dashboard captures GSC + GA4 at 30 / 60 / 90 days. Report publishes here on day 90 — view tracking spec