Private. Prepared for Jim Kaloutas.

What I found on kaloutas.com, and what I would do about it

I went through the site page by page. Here is what is working, what is working against you, and three things I could do that would be worth your money. Nothing on this page is a sales pitch for a new website. You do not need one.

From Fletcher Crandall, Heard & Built November 2026 Not indexed. Only people with this link can see it.

The short version

  1. The fastest win is a target list your sales team can work: New England pharma, food and aerospace plants, verified, from public records. I built a sample so you can judge it. It is linked below.
  2. Your site is well built and busy. Keep the system it runs on. But it tells Google the wrong things about where you are and which page is the real one for each service, and that keeps the facility managers you want from finding you.
  3. A few facts on the site disagree with each other. A careful buyer at a pharma or aerospace plant will notice.
  4. I built two concept pages to show what "found on Google" looks like done right, and priced three things below. No monthly fees, no promised rankings, nothing you do not need.
Built to show, not tell

Three things you can open right now

Sample target list for your sales team

Twenty-five New England manufacturing facilities in pharma, food and beverage, and aerospace: plant address, main line, what they make, the nearest Kaloutas office, and the public source for every field. Named contacts only where the company publishes one. This is what the full list looks like, at $3 a verified record.

Concept home page

Same company, same photos, structured so Google and a plant manager both get it in ten seconds: eight real offices, three industries, the podcast as the asset it is, 39 years not "30+", a phone number that dials.

Concept service page: Industrial Flooring

One page for the service, written for the person searching "industrial epoxy flooring contractor" plus their town. Systems, industries, how a job runs, the questions buyers ask, and one square-footage number instead of two.

Concept copy. Process details and FAQ answers are written from your site and industry practice; your flooring director should correct anything that is not how Kaloutas does it.

What is working

Credit where it is due

  • Every page I checked has a proper title, description, canonical and share image. That is more than most contractor sites manage.
  • The Facility Rockstars podcast is at 136 episodes and current (episode 136 went up October 22). That is a real asset. Few competitors in your trade have anything like it.
  • Kaloutas TV has roughly 200 videos and the blog has roughly 360 posts. There is a lot of material to work with.
  • Testimonials are named, with titles and companies. Logo wall is strong.
  • Google Tag Manager, Google Ads conversion tracking and a LinkedIn tag are in place, so somebody is measuring.
  • The site runs on Craft CMS with the SEOmatic plugin. Good choice. Nothing below needs a rebuild; it needs settings and copy fixed inside what you already have.
Being found

What the site tells Google about you

Google reads the hidden description and the addresses on each page to decide where you are and what you do. Right now those disagree with each other.

  • The North Andover page, your headquarters, describes you to Google as "Providence's premier painting and flooring contractor." kaloutas.com/locations/north-andover-ma, meta description
  • The home page title says "in Boston." You have no Boston office. The towns you do have offices in are the ones buyers search by. kaloutas.com, title tag
  • There are two pages for the New Hampshire office. One is titled Newington and headed Portsmouth. The footer on every page links both, under different names. /locations/newington and /locations/newington-nh
  • Same for Providence: two pages, and the site links to the one Google is told to ignore. /locations/providence and /locations/providence-ri
  • The Locations page lists six offices (including Peabody and Holbrook). The footer on every page lists eight different ones (including Stoughton and Portsmouth). I do not know which list is right. Google does not either. /locations versus the site footer
  • Epoxy flooring has two competing pages, fireproofing has two, containment has three. Each one tells Google it is the main page. When Google cannot pick one, it often ranks none of them. One epoxy page is titled "Kaloutas | Kaloutas." /services/epoxy-flooring and /industrial-flooring/epoxy-floor-coverings, among others
  • No structured data on any page I checked: no business, office, service, article or podcast markup. SEOmatic can produce all of it. It is switched off or not filled in.
  • Directory sites still list you in Peabody. Those listings feed Google's idea of where you are. Blue Book, Levelset, NAICS listings as of today
  • The blog has no dates on any post, inside or out. Readers and Google cannot tell a 2020 post from a 2026 one. Several reference 2020 and 2021.
Trust

Facts on the site that disagree with each other

Your buyers do due diligence for a living. These are the things they will catch.

  • The Industrial Flooring page says "over 10 million square feet" installed in one paragraph and "over 3,000,000 square feet" in the credentials list a few lines down. /industrial-flooring
  • The About page says the company has branches in Bedford, NH and Providence, and "over 80 field personnel." The rest of the site says eight offices. /about
  • "Since 1987" sits next to "30+ years" and "over 30 years" across the site. It is 39 years. You are leaving a decade on the table.
  • The testimonial carousel on every page includes a U-Haul quote that looks forward to working with you "in the spring of 2014." Nice quote, wrong decade. home page and every page with the carousel
  • On the Industrial Cleaning page, a quote about Jay Culbert is attributed to the wrong person. /industrial-cleaning
  • On the team page, five people have one title in the text and a different one in the photo caption. /team
  • A heading that appears on every page reads "What Make Kaloutas Different?" The Careers page has several spelling errors in the first screen. Small things, but they are on every page.
Housekeeping

Smaller things worth fixing

  • The phone number is typed with a mathematical minus sign instead of a hyphen. Copy it from the site and paste it into a phone and some dialers will not read it.
  • Hidden hyphenation characters sit inside words across the site ("Indus-tri-al"). Copy a paragraph and the words come out broken. Search engines see the same thing.
  • The estimate form is loaded by script, not in the page itself. I could not see it, so I could not check that it submits or where it lands. Worth testing on a phone this week.
  • An abbreviation listed as a service on the Aerospace and Food pages reads badly as written. /food-and-bev, /pharma-and-life-sciences
  • One video card on Kaloutas TV points at nothing, and one video page exists twice. /video
  • The podcast page has no Apple or Spotify links, so a listener who finds it on the site has nowhere to subscribe.

The full list is 28 items. This page shows the ones that matter most. I checked each item on this page against the live site on November 3, 2026.

What I would do

Three things, priced plainly

1. Target list for your sales team

$3 per verified record, capped at $750

A list of New England facilities in pharma, food and beverage, and aerospace: plant address, main line, and a named contact only where the company publishes one. Built from public records and the companies' own websites. Nothing bought, nothing scraped, nothing guessed. Every record carries its source. Billed on delivery, whether or not anyone signs. Refresh later for $350.

Not a promise of leads. A list your account execs can work.

2. Fix list for your web person

$500 one time, credited toward anything after

All 28 items, in priority order, written for whoever manages the site, with exactly what to change and where. Plus a call with you or your marketing lead to walk through it. If you would rather I make the changes myself, that is $125 an hour with an estimate first. If your team does it, there is nothing more to pay.

Keeps your current system. No rebuild.

3. One page that pulls the right people in

Quoted after a call

A free resource on your existing site that does not exist anywhere else and that a facility manager would bookmark. An example, not a plan: a New England inspection and audit calendar for regulated plants, or a plain-English guide to floor and coating specs for cGMP spaces. Pages like that get found, linked and shared, and they put Kaloutas in front of the exact person who signs your work orders.

Only if you want it. I will say so if I think it will not pay off.

How I work

I spent 20 years running operations at State Street, BlackRock and Brown Brothers Harriman. I listen to how a business runs, then scope the work and check every claim before it goes out. I build with AI and review everything myself; it is what lets me do this at these prices.

You own every account and every file. No monthly minimums. I do not promise rankings, traffic or leads, and I will not take money for work I do not think will help. If I cannot help, I will say so.

Next step

If any of this is useful, a 30 minute call is the right next move. Bring whoever runs the site. I will bring the full list.

Fletcher Crandall · crandallfletcher@gmail.com