Client Overview
A top-rated HVAC company based in Northern Colorado, specializing in heating, ventilation, and air conditioning services for residential and commercial customers. Despite their strong local reputation, the company needed a more robust online presence to capture more local leads and stay competitive in a growing market. GrowthIQ Digital partnered with the HVAC company to implement a comprehensive strategy using local SEO, web design, and Local Service Ads (LSA) for Google Ads to boost local visibility and generate more leads.
Challenges
Although the company was well-established, their online presence didn’t reflect their local leadership in the HVAC industry. Their old website lacked user-friendly design and failed to convert visitors into leads. Additionally, they were not ranking high on local search results, meaning they were missing out on potential customers searching for HVAC services in their area. Finally, they were underutilizing Google’s Local Service Ads, which could directly connect them with nearby customers searching for HVAC services.
Solution: A Tailored Strategy Combining Local SEO, Web Design, and Local Service Ads (LSAs)
GrowthIQ Digital developed a customized digital marketing strategy to elevate the client’s local online presence and drive qualified leads through a combination of local SEO optimization, a modernized website, and effective use of Local Service Ads for Google Ads.
Step 1: Local SEO to Improve Search Visibility
We launched a comprehensive local SEO campaign that improved the client’s rankings in local search results, resulting in a 70% increase in organic local traffic within six months. Our approach included:
- Optimizing Google Business Profile: Ensured their Google Business Profile was fully optimized with accurate NAP (Name, Address, Phone), updated service categories, and high-quality photos.
- Local keyword targeting: Implemented on-page SEO strategies focused on high-intent local keywords like “HVAC services Northern Colorado” and “AC repair near me.”
- Building local citations: Increased the company’s visibility on local directories and review sites to enhance their local SEO authority.
- Generating local reviews: Encouraged satisfied customers to leave positive reviews, increasing trust and visibility in local search results.
The result was a 50% improvement in local search rankings and a 70% increase in organic traffic from local searches, translating into more leads from nearby customers.
Step 2: Web Design for Better User Experience and Conversion
To support their improved search rankings, GrowthIQ Digital redesigned the company’s website to focus on user experience and lead conversion, increasing the site’s conversion rate by 35%. Key improvements included:
- Mobile-responsive design: Ensured the website was fully optimized for mobile users, as the majority of local HVAC searches are done on mobile devices.
- Clear call-to-actions (CTAs): Added prominent CTAs such as “Request a Quote” and “Schedule a Service” on every page, encouraging users to take action.
- Service area pages: Developed dedicated pages for each city and service area, which improved local SEO and provided tailored information to users in those locations.
- Fast-loading pages: Optimized site speed to reduce load times, ensuring potential customers stayed on the site and completed forms or contacted the company.
As a result, the website’s conversion rate increased by 35%, with more visitors converting into leads through easy-to-use forms and improved navigation.
Step 3: Local Service Ads for High-Intent Leads
We integrated Local Service Ads (LSA) for Google Ads into their paid search strategy, which increased qualified leads by 60% within the first three months. Our approach included:
- Geo-targeting: Focused LSA efforts on the HVAC company’s service areas to capture local searchers with high purchasing intent.
- Pay-per-lead model: Utilized Google’s pay-per-lead structure, ensuring the company only paid for legitimate, qualified leads.
- Reputation management: Leveraged the company’s strong reviews and ratings to boost their LSA ranking, making them more attractive to potential customers.
This strategy resulted in a 60% increase in qualified local leads, with many customers booking services directly through Local Service Ads.
Results: Substantial Growth in Local Visibility and Lead Generation
The combined strategy of local SEO, web design, and Local Service Ads delivered outstanding results for the HVAC company:
- 70% increase in local organic traffic within six months due to the improved local SEO.
- 35% increase in website conversion rate following the site redesign and improved user experience.
- 60% increase in qualified leads through Local Service Ads, bringing in high-intent customers ready to book HVAC services.