In a nutshell
- Niche: HVAC services
- Location: Utah, USA
- Services: No-Code website development, Web Design, SEO Strategy & Execution
- KPI: Bring the site by priority keywords to the TOP of Google in the state of Utah.
- KPI: Develop a website with a conversion rate of more than 5%.
- Period of cooperation: from December, 2023 to the present
Key results
- Ranked TOP-5 in Google USA for commercial queries according to the client’s priority services.
- 23.3% conversion rate of the company’s new website.
- 18 reviews and a 5/5 rating on Google Maps due to an SEO-optimized Google My Business profile.
Where we started
There are quite a few companies that provide climate services in every state of the United States – this niche is quite developed due to the climatic characteristics of each state. Proven services have their own base of regular customers, attracting new ones through their websites and social media.
The client who contacted us did not have a company website, while competitors were actively promoting themselves on Google. Therefore, he was working through word of mouth, but he understood the importance of presenting the company online to attract new customers.
Where we started:
- The company has B2C and B2B clients thanks to recommendations.
- The company did not have a website and was not represented in social media, so it had 0 keywords in search.
- No Google My Business profile.
- Absence in local business directories and listings.
What have we done
First of all, we realized that for further work we needed to create an informative website where customers could order urgent repair services in one click – by calling or leaving a request. It was also worth considering the possibility of developing the site in the future for SEO.
To create such a site, it was necessary to analyze competitors in the state, their positioning, special offers, and site structure. The Webflow platform was chosen for the layout, as it allows for personalized design and is well adapted to the US market in terms of integrations with payment systems, analytics services, etc.
The AG.Marketing team chose the following sequence of actions:
- analysis of the competitive environment in the HVAC niche in Utah;
- formation of a terms of reference for the development of the website;
- creation of an individual design;
- selection of a platform for website layout;
- release and implementation of integrations;
- connecting and setting up Google analytics services;
- Google PPC advertising;
- creation of a personal SEO-strategy;
- promotion on Google in accordance with the recommendations of the strategy.
Results in details
The chosen sequence of actions allowed us to resolve the issue of the company’s online presence and its competition with other market players. Since the company was already well known offline, the website’s task was not only to provide quick contact, but also to be recognized online. Consistent work on the implementation of the SEO strategy allowed us to attract organic traffic and introduce a new audience to the climate service in their city and state.
Web Design
When creating an individual design, we took into account the websites of the closest competitors, as well as potential user behavior. We placed the possibility of communication on the first screen for those who want to order an urgent repair service, and also provided a form for those who plan to install or repair climate systems in advance. A modern and light color palette was chosen for easy perception (Screenshot 1). The website design layout was created using the Figma tool.
The most important part of the development of the structure and layout was the mobile version of the site, as more than 80% of users search for such services from smartphones and tablets (Screenshot 2).
No-Code Website Development
To implement the created design, we chose the WebFlow platform and the Make automation tool. Thanks to this integration, we set up the transfer of applications to client-friendly messengers so that urgent requests could be processed as soon as possible. After testing all the functions, the site was released on the domain.
Google PPC advertising
Immediately after the website was released, our team started setting up Google Ads. This would allow the client to immediately receive the first orders from the new site. The setup also included a comprehensive installation of Google Analytics systems, PPC, and remarketing. During the 2 months of advertising, we recorded a conversion rate of 23.3% (Screenshot 4), which means that about every 4th user of the site left a request, called or communicated via messengers.
However, we later abandoned this promotion channel, shifting our focus to comprehensive SEO. This decision was made because the auction was too expensive, which reduced profitability.
SEO-Strategy & Execution
Due to the high competition in the market, SEO has become the solution for further website promotion. Although this tool requires regular investment and time, on the other hand, it provides a continuous flow of targeted traffic and applications, and does not depend on auction rates.
As part of the SEO-strategy development, we created a semantic structure of the website, a plan for content optimization and link building, and calculated the term and level of return on investment in SEO. The strategy implementation includes:
- On-Page optimization – content, creation of categories and subcategories, blog;
- Off-Page optimization – link building, including outreach and crowd marketing;
- technical SEO & support – tracking the technical condition of the site, status in the search engine console, site loading speed and server response, etc;
- marketing support – recommendations for improving usability, regular market analysis, proposals for attracting additional promotion channels;
- reputation management – registration on trust platforms, directories of companies and services, optimization of Google My Business account and collection of feedback from the company’s existing clients.
Within the first 6 months of promotion, the result was a rapid increase in the site’s organic search results for targeted commercial queries (Screenshot 5).
We also obtained TOP-5 positions for targeted commercial queries (Screenshot 6), which allowed us to attract an interested audience and receive requests that are not tied to paid traffic channels, the current auction or CPC.
Key takeaways
Organic search is becoming one of the best sources of traffic and targeted applications in the face of high competition in paid promotion channels. Moreover, optimized website pages can show better results in paid channels in the future if a decision is made to re-engage Google Ads & Meta Ads.
We continue to cooperate, so regular monthly work on website optimization improves traffic, increases the number of requests and awareness of the company in the city and state.
Looking for similar solutions for your business?
A comprehensive SEO-Strategy and its implementation is the key to high-quality traffic and a continuous flow of applications, even in the absence of an advertising budget for promotion in paid channels. If you are looking for such an alternative source of applications for your business or work in a similar niche, realize the full potential of your website with the AG.Marketing team. We create personalized strategies based on the return on your SEO investment, as well as perform the entire cycle of SEO work in the markets of Europe, the USA, and Australia.
