Case Study
Delaware Lanes
Built for community.
60 years of community trust, the only dedicated bowling center in Delaware, Ohio, and a single Google Sites page to show for it. We built the brand, the site, and the systems that finally match the reputation.
The Challenge
Six decades of reputation.
Zero digital presence.
none of it visible online.
60 years. No logo to show for it.
Delaware Lanes has been a Delaware institution since 1961. It's home to the Olentangy Berlin Bears and weekly Alpha Night, but there was no logo and no brand system. Nothing said "this is Delaware Lanes" before you walked in. Six decades of local love weren't reaching anyone who hadn't already been there.
We built Simplified Heritage Neon, a full logo suite inspired by the classic BOWL sign on the building. It includes a primary lockup, a badge mark, a neon color system, and a three-part identity that locals recognize and newcomers remember.
Best-reviewed alley, invisible to Google.
Delaware Lanes has 293 Google reviews at 4.3 stars, the highest rating of any bowling center in Delaware County, but none of it showed up when people searched online. The old site was one page on Google Sites, with no way to update it and nothing built for search. It wasn't a bad site. It was barely a site at all.
We built 5+ pages from scratch: home, bowling, food & bar, parties, and contact. Each page is tagged so Google and AI can read hours, services, events, and FAQs. Now all 293 reviews sit front and center where families land.
The town's top search, uncontested.
"Birthday party bowling Delaware Ohio" is one of the most valuable searches a local family can make, and Delaware Lanes had no page for it. Party and event bookings add up to an estimated $25,000+ a year, and every family who searched landed on a competitor's page instead.
We built dedicated party and event pages around the exact words families search. Group pricing, what to expect, and how to book are all right at the top.
Calls go unanswered at peak hours.
League nights, high school team practice, Friday open bowling. The busiest hours at Delaware Lanes are exactly when the phone doesn't get answered. Every missed call is a family who booked somewhere else instead.
That Call You Missed answers every call in under 3 seconds. It qualifies the lead, captures party details, books the appointment, and sends it straight to the CRM.
AI didn't know where to bowl.
Without tagged data, Delaware Lanes was invisible to ChatGPT, Siri, and Google AI Overviews. When a family asked their phone "where can we bowl near me," the answer didn't include them, even though they had the best reviews in the county.
We tagged the site from day one for hours, events, FAQs, and location, so it can be read by AI search tools, not just Google. Now Delaware Lanes shows up when families ask.
The Scope
Everything we shipped.
Logo Suite & Brand Identity
Simplified Heritage Neon: a primary lockup and a secondary badge mark, in Neon Red, Midnight, and Cream, built around the BOWL sign that's been on the building since 1961.
Brand"Strike. Bite. Pour." Identity
A three-part brand framework, bowling, food, and drinks, woven through the site's layout, section headers, and buttons. Simple enough to say out loud.
BrandCustom Website Build
5+ pages built from scratch: home, bowling, food & bar, parties & events, and contact. Built around how Delaware families search and decide.
Web DesignThat Call You Missed
AI voice answering that catches every call during league hours, after close, and busy weekends. It qualifies leads and books appointments 24/7, with no extra staff needed.
AI VoiceCRM & Booking Automation
Party inquiries, group event requests, and open bowl questions get captured and routed automatically. Every lead is logged, and Kris sees each one in one place.
AutomationAI Search Architecture
The site is tagged for hours, services, events, and FAQs, so it shows up in Google and AI-powered search. Delaware Lanes shows up whether families ask or type.
Local SEOCommunity Storytelling
Alpha Night, the Olentangy Berlin Bears home team, and 60 years of Delaware history, all given real estate on the site. The stories that make Delaware Lanes hard to pass up.
ContentGoogle Business Profile
A full Google Business Profile rebuild: service categories, party package descriptions, Q&As, booking links, and a plan for responding to reviews. 293 reviews and counting, driving traffic into the local map pack.
Local SEOThe Result
Delaware's best bowling alley.
Now findable.
293 five-star reviews, the highest-rated bowling center in Delaware County, a 60-year community institution, and for the first time, all of it visible to every family searching online.
What the work is built to do.
One missed call during league night used to mean a lost party booking. It doesn't anymore.
A single-page Google Sites build. Phone-only bookings. 293 reviews invisible to anyone searching. Delaware Lanes' greatest asset, community trust, completely unreachable online.
Custom site with party conversion pages, AI voice answering every missed call, and schema that puts Delaware Lanes ahead of Bowlero's ad budget.
Start your Project today.
We listen first, pitch never.
Tell us where you're headed, and we'll show you how to get there. No long contracts, no hidden fees.