CASE STUDY: Heating & Cooling Company Hauls in an EXTRA 40+ High-Quality Leads Per Month from a New Website, SEO and Email Marketing Campaigns

The Backstory

Family-owned HVAC company, Hays Cooling & Heating, came to Online Visibility Pros frustrated and disappointed with their current Search Engine Optimization (SEO) company.  They were not receiving the results they knew they could achieve. Even being in the competitive field of AC/heating repair and installation, they knew their online marketing efforts should be producing a steady flow of customers, and that was not happening.

As a company with growth goals, Hays Cooling & Heating knew they had to find a company that could produce results and take their brand to the next level

To get there, Hays knew they needed to re-design their website, overhaul their social media profiles to match the new design, improve the effectiveness of their website, and, in turn, expand their market reach to unbelievable heights.

Read on to learn how Hays Cooling & Heating went from BARELY generating any online leads to generating 1,200+ leads per year on the internet and becoming one of the top HVAC contractors in Arizona.

Initial Marketing Goals

Online Visibility Pros developed a strategic plan based on a strategy call with Hays, their previous online marketing experience, and in-depth research into their current standing online. As a  local search engine optimization company, we understand there are unique aspects to every business and industry market; so, we set out to set Hays apart from the crowd by getting to know their marketing history and long-term goals To attain the results Hays Cooling & Heating wanted, we would need to transform their website into an Unstoppable Online Lead Generation Machine that actually converted traffic to leads.

We put ourselves into Hays customers’ shoes to tackle the following objectives:

• Create a user-friendly, responsive website to retain traffic and convert into leads
• Improve organic Phoenix HVAC keyword rankings in major search engines – Google, Bing, Yahoo, etc.
• Increase visibility of company in Google Maps and start to gain recognition online
• Overhaul social media accounts with proper branding and optimization
• Setup, brand and claim profiles on the most popular HVAC contractor review websites

Overall, we needed to create a rock-solid digital footprint for Hays Cooling & Heating that would really bring their company to the forefront of the Phoenix HVAC industry. Our goals and objectives, when implemented correctly, would give them the ideal foundation to expand their online presence and secure more highly targeted leads.

Launching the Campaign

Website Development – First, we focused on overhauling their current website. Hays Cooling & Heating needed a website that truly represented their brand and could convert traffic into leads. Our web development team understood this and through time-tested design, formatting, and optimization techniques, they drastically transformed the old website. This new user-friendly, responsive website was created to build trust with customers and produce more quality leads.

Social Media Branding – Next, we set out to transform their vitally important social media presence. Social media sites like LinkedIn, Facebook, Google+, and Youtube are crucial tools to reach multitudes of potential customers and improve credibility in the local market. 

Google My Business – The AC and heating field is extremely competitive. Contractors need to verify their address across web pages and social media profiles to gain ground on their competitors and rank higher in search results. Hays Cooling & Heating was missing the boat on this organic search element and needed some adjustments to show up more often and higher in the results.

Google Remarketing Campaigns – This is one of the best ways to stay top of mind with website visitors. Our marketing team made sure to configure their website to use cookies with incoming visitors. This allowed Hays Cooling & Heating the ability to continue advertising to previous website visitors so they would be more likely to return and schedule an HVAC installation or repair service. Leveraging these ads to stay in front of potential customers can go a long way in asserting their services when those potentials customers are ready to buy.

Online Review Profiles – Once Hays’ Online Lead Generation Machine was in place, Online Visibility Pros turned to online review sites. These sites have an amazing effect on generating online business for contractors like Hays Cooling & Heating. We used popular sites like Google+ and Yelp to get happy customers to review Hays Cooling & Heating. These reviews helped the HVAC company build additional authority and showcase the impressive work they do to people searching for HVAC contractors in Phoenix.

Email Newsletter Campaign – Next, we used targeted e-mail newsletters to help Hays Cooling & Heating stay in touch with their customers. This online marketing strategy uses well-written HVAC articles, service specials, and promotions to keep Hays Cooling and Heating top-of-mind for existing customers and produce repeat business.

Results Over a 19-Month Period

Online Visibility Pros’ strategic digital marketing plan generated a comprehensive SEO strategy, redesigned website, and strong social media profiles for Hays Cooling & Heating. Despite Hays’ highly competitive HVAC market, these strategies produced the increased web traffic and online leads that Hays needed. Since the HVAC industry is cyclical, comparing results in the year before and the year of their online makeover gives a full picture of the strategy’s success. From April – October of 2014, 484 leads were generated. From April – October of 2015, 753 leads were generated. That’s an astonishing average of 36.29 additional leads per month from their website alone! They also experienced an additional boost from their social media accounts, online review profiles, and first-page placement of their Google Map Listings. Additionally, their Google My Business listing produced an extra 84 phone calls and 312 visits to their website. This set up a fantastic digital footprint that we can use to scale as big and reach as far as Hays Cooling & Heating wants to go.

Highlights – In addition to these skyrocketing online leads, Hays’ Email Newsletter Campaign produced impressive results. Hays Cooling & Heating’s Email Newsletter Campaign generated an eye-popping 32.8% open rate (more than 550 opens per month). This cost effective marketing strategy was truly the icing on the cake and produced instantaneous positive results. These precisely timed emails drove an additional 225 repeat customers back to their website, where they viewed specials and exclusive promotions.

How We Did It

Strong, Functional Web Design That Converts Organic Traffic to Leads – We used our own creative and effective approach to website design, our understanding of Google’s algorithms, and our knowledge of how visitors look at websites to transform the old website into an Unstoppable Online Lead Generation Machine with a sleek and responsive design. Check out the amazing difference between their old, unresponsive website and their new design below.

Effective Organic SEO Campaigns to Generate Traffic – The following screenshot highlights the website traffic Hays Cooling & Heating generated from May 2014 – October 2015. They had an amazing organic reach, producing 6,950 new visitors that stayed on their website for over 2 minutes. Their website traffic doubled in the busy summer months, generating a steady flow of potential new customers. An impressive amount of their traffic also came from authoritative websites like Yelp, BBB, and Trane’s official website.

Ranking on Google's 1st Page for Multiple Listings Sites – The screenshot below highlights how Hays Cooling & Heating’s search engine placement soared to the top after we overhauled their digital presence. Proven SEO techniques helped their website and their listings on sites like Yelp gain more exposure on Google.Their Google Maps Listing also reached the 1^st page of Google. We were able to achieve impressive results by using the Google My Business authentication program and implementing citation campaigns to make sure that all websites for Hays Cooling & Heating represented the same name, address and phone number.

Social Media Rebranding and Consistent Unique Postings – Optimizing and rebranding social media accounts and profiles for Hays Cooling & Heating allowed for maximum exposure, all the while gaining trust with current and potential customers. Consistent posting of easily shareable and informative material went a long way in showcasing their knowledge and expertise in the HVAC industry.

Seamlessly Integrating a Phone Call Tracking System – Our call tracking system showed an incredible increase in calls between March and October of 2015. During that timeframe they received 2,158 calls averaging 2:48 per call, which created 1,468 unique leads. Receiving these calls and speaking with homeowners about their HVAC service needs sets the foundation for turning those calls into repeat customers.

Incredibly Successful Email Newsletter Marketing Campaigns – After laying the ground work for a solid digital marketing footprint, we started an Email Newsletter Campaign to retain current customers and increase brand recognition. We achieved outstanding results with a 32.8% open rate (more than 550 opens per month) and drove an additional 225 repeat customers back to their website. This means that Hays Cooling & Heating is retaining a lot of their current clients with special offers and promotions. It also means that their email list enjoys the content, specials and information we send them.

Hyper Targeted Google Remarketing Advertisements – These ads have helped Hays Cooling & Heating stay in front of their target market and allowed them a second chance to secure business. Once a visitor leaves their website, specific ads will show up in advertisement fields as they search the web. We have developed visually stunning ads that offer great value to the customer, which entices them to contact Hays Cooling & Heating for their Phoenix HVAC needs.

Leveraging Online Reviews to Generate Brand Authority – Nothing speaks louder than a positive review from customers about your service and products. We developed an easy to use online review program for the service technicians that boosted Hays Cooling & Heating’s digital footprint by converting over 30% of their happy customers to online reviews. This increased their reputation in the HVAC industry exponentially, allowed their brand to speak for itself, and helped them stay ahead of their competition. We’ve seen a direct between positive reviews and a higher conversation rate from potential customer to actual customer; this is because customers relate to the homeowner reviews they come across.

Final Recap

When Hays Cooling & Heating partnered with Online Visibility Pros, they wanted a strategic rock solid digital foundation that would become an Unstoppable Online Lead Generation Machine for their company. With this goal in mind, we were able to acquire highly-targeted industry specific online leads and build their brand recognition within the HVAC community. Our results show that 19 months of strategy implementation have Hays Cooling & Heating well on its way to cementing their brand in a highly competitive market.

Here are the main highlights of the Hays Cooling campaign:

• Transformed their website to convert traffic to leads. 753 leads were generated just from organic traffic from our SEO strategies. That’s an astonishing 36.29 leads per month increase just from their website!
• Improved keyword rankings to the 1^st page of Google for their website, online review sites and social media profiles.
• Generated 84 phone calls and 312 visits just from social media profiles.
• Reached the 1^st page of Google for their Google Maps business listing.
• Effective Google Remarketing Campaign to entice customers to purchase products and services.
• Incorporated a new method of communicating with customers through Email Newsletter Campaigns. Produced a 32.8% open rate (more than 550 opens per month) and drove an additional 225 repeat customers back to their website.
• Implemented a systematic, simple process to capture more than 30% of customers’ reviews on online review websites.

Online Visibility Pros helped Hays Cooling & Heating in two of the most invaluable areas for a local business:

(1) Save Time – Instead of dealing with the headache and hassle of trying to do everything in-house, Hays Cooling & Heating hired a professional digital lead generation company. They knew Online Visibility Pros would achieve the results they had been looking for and would keep them up to date and informed on the progress with their online presence. Partnering with Online Visibility Pros gave Hays Cooling & Heating control over their growth as a business while allowing them more time to do what they do best: Assisting customers with their HVAC needs.

(2) Save Money – Online Visibility Pros produced astonishing results in the first 19 months of the campaign. This attracted new business in a highly competitive market. 

Our personalized contractor marketing blueprint costs a small fraction of the price of replicating these services in-house. Our specialty is in digital lead generation and organic SEO marketing strategies, and we work with a meticulously cultivated team of experts. Trying to replicate our services in-house would be a cost-prohibitive process likely to end in frustration with less than stellar results. Hays Cooling & Heating realized this early on and made a smart investment in Online Visibility Pros, which has paid dividends by producing highly-targeted online leads.