Legacy HVAC Company* 

Small to Mid-sized Market  


Case Study: Legacy HVAC Company*

Now getting over 400 phone calls per month from their optimized Google Listing.

 

Background:

Many of Legacy HVAC competitors were much much smaller and didn’t have the number of crews that they had and yet the competitor’s were getting more of the “HOT LEADS” and results from the search engines even though Legacy HVAC Company has been a big player in their mid-sized market for generations. 

They were very frustrated with their online lead flow efforts and were very unhappy about where they were showing up for common HVAC search phrases.

The company had been using an advertising agency but had become discouraged with the results and lack of transparency.

Legacy HVAC was also frustrated that their digital adspend was not “transparent”; how their current agency was spending their advertising dollars was a mystery.


Results:

The bottom line result for this client is over 400 phone calls every month from their Google Business Profile And Organic traffic to their website of over 10,000 monthly users. The vast majority of which comes from organic searches.  Legacy HVAC is in a city of less than 350 thousand people; so it’s not in one of the top 50 markets of  the U.S., which makes it even more incredible. 

We worked with the clients Website, Reviews and Google Business Listing to give them a priority position in thousands of search phrases.  For example in one of the top HVAC search terms our client now has a 84.02% share of the local voice and dominates the search results for many competitive HVAC terms.

Here is what our clients  84.02% share of local search results looks like:

This is a ranking matrix for Legacy HVAC’s search results all across their market.  Each circle represents Legacy HVACs rank in the Google Maps listing for a key HVAC search phrase from that location.  This shows that not only does Legacy HVAC rank #1 in their immediate area, they rank #1, #2 or #3 all over the market area.  This gives them an 84.02 % Share of the market for this valuable search phrase.

We also worked closely with our client to make his PPC spend more efficient and reduced his cost per lead AND implemented ReMarketing to keep Legacy HVAC in front of prospects who have visited the website but not taken action.

Our client now ranks for over 6,500 search phrases and holds the number one spot in hundreds of key searches.

The dominating amount of valuable traffic that this ranking brings to Legacy HVAC relative to their competitors is shown below:

Legacy HVAC’s organic traffic to their website is in blue and their top four competitors’ traffic are in orange, purple, green and yellow. “Organic Traffic” is traffic to the website that comes from relevant searches. As the graph shows, Legacy HVAC is getting more than twice the traffic from these valuable search phrases than any of its top competitors. The result of this is a constant flow of leads from “request a quote” forms and phone calls - all of which are carefully tracked every week. .

Process:

  • A filter review page to get more positive reviews and regular email campaigns to all customers to keep new positive reviews coming every month
  • Restructuring of the website with strong calls to action to get more leads and added content to make it more appealing to the search engines
  • A Google Business listing strategy to rank in the snack pack consistently for the “hot leads” (clients with an immediate need for HVAC services)
  • Geo-strategy to establish that the company is relevant to those searching for HVAC service which are not in their immediate vicinity
  • TRANSPARENT ADVERTISING - remarketing strategy for those that have visited the website but not made contact and PPC and FB advertising campaign with clear goals, management fees and regular reporting to keep the client informed at all times about their ad spend
  • GEO Fencing advertising to help with recruitment of more technicians and to get the word out that Legacy HVAC is hiring.

*Xcellent Digital does not use the actual company names in case studies - many of our clients consider us their “secret weapon” and prefer not to disclose why or how they are getting so many leads from their digital efforts.