Background.
The Owner Needed a Partner to Take Marketing Off His Plate
He came to HLM in 2017 with a basic WordPress website that served him well after launching his HVAC company several years earlier. The digital landscape was changing, the HVAC industry was getting competitive, and people were turning to search engines over friends to find local businesses. The company was at job capacity and needed a professional agency to take on its digital marketing and bring in the additional revenue needed to hire more technicians, take on more jobs, and expand into more territories. After 5+ years, HLM is still delivering the leads and driving the revenue that keeps the HVAC company in front of people searching for HVAC services.
Key Strategies.
Steady Growth Into New Territories
Before HLM, this HVAC company relied on word of mouth to get new jobs. With the owner's incredible reputation, he quickly outgrew the demand for HVAC services in his community and needed to expand his service area. He turned to HLM for a long-term strategy to increase brand visibility and attract new customers in new markets. HLM performed an in-depth analysis of his website, competitors, and internet presence and benchmarked the results. The company was missing the digital foundation needed to compete online in the highly competitive, highly saturated HVAC industry.
Local SEO & GMB Optimization
Focus on Brand Name, Backlinks, and Local Visibility for Services
Statistics reveal roughly 82% of people searching for HVAC services choose businesses in the top 3 search results. We designed a local SEO strategy to help them achieve local visibility in Google’s 3-Pack (local pack) for their service keywords, developed a new SEO-optimized website, created NAP consistency across relevant local directories with backlinks to the website, and optimized their Google Business Profile, sending the right trust and authority signals to search engines
Pay-Per-Click Advertising (PPC)
Focus on Quality Leads, Territory Expansion, Reducing CPC
The owner wanted to penetrate new markets in SE Michigan. So it made sense to introduce paid advertising into their digital marketing strategy. Knowing how competitive and sometimes pricey HVAC keywords can be, our approach had to be razor-sharp with careful monitoring to ensure we get the company the most clicks for HVAC repair services at the best price. The results are phenomenal. Year-over-year, our Paid Search Experts reduced the company's cost-per-click (CPC) by 30% and increased conversions by 25%, meaning more quality leads at below-average market cost.
