56% Increase in New HVAC Customer Leads
Aside from a poorly-constructed website mostly populated with manufacturer content, the HVAC company didn’t invest in any form of online marketing, including actively managing their website. With an overall goal of growing their business at least 15% per year, the client signed on with LCC. By launching a new website design and structure as well as investing in ongoing SEO, social media, call tracking and analytics and pay-per-click (PPC) advertising, the client was able to increase website traffic by 57% and organic and direct contact form leads by 34%.
The company’s website was full of stolen content, so the first step was to design and code a brand-new website. We view websites as a virtual sales rep (rather than an online brochure), so our web design team designed and incorporated strategically placed contact forms to capture the contact information of potential customers looking for their services. It’s important to remember that the search engines rank pages individually (not websites as a whole), so with the new website came 30+ pages of new content optimized to draw in potential customers in their service area by outlining all the individual services they offer in their service areas.
Since we produced a phenomenal cost-per-lead, we gradually increased the budget for the paid search campaign in order to maximize the company’s visibility in the search results and get more qualified leads. From January 2018 – July 2019, the search campaigns generated a return on ad spend (ROAS) of $6.43:1. DISPLAY ADS
HVAC Contractor Sees 15:1 Total ROI
Northwest Comfort Systems, an HVAC and plumbing contractor from Washington state, was struggling to grow their business because larger, regional competitors outranked them for local HVAC and plumbing keywords. Their situation got more complicated when they moved their location from Auburn to Seattle, where they weren’t found on the first page of Google for any of their services. They wanted to keep their search rankings in Auburn but also needed to outperform larger Seattle-based companies in the search engines in order to increase traffic and leads from their website.
We started by putting tracked phone lines and URLs on all of the company’s marketing strategies to figure out which campaigns were generating leads and at what cost per lead. Our advanced tracking services allowed us to find the leverage points of their business and turn up the dial on advertising those specific services and features. In order to maximize our client’s online presence and search visibility, LLC’s SEO, PPC, and content marketing teams executed cohesive campaigns, including optimizing existing website content, creating new website content, and launching PPC and Google Local Services ads.
Local SEO was a large part of our strategy, which gave Northwest a boost in brand recognition and leads from Google My Business and Maps listings.
Since we partnered with Northwest, the company has seen continual growth in leads, booked jobs, and revenue from their digital marketing campaigns. They couldn’t have accomplished any of that without the spectacular results they gained from an in-depth digital marketing strategy from LLC. Over a 12-month period, Northwest and LLC generated:
- 152% increase in total leads from the web
- 138% increase in leads from organic search
- 203% increase in leads from PPC
- 162% increase in branded search impressions
- 16:1 total ROI from digital marketing
ABOUT Local Consumer Connect (LCC)
Learn more about how we can help you create a highly effective online presence, accurately track your advertising results, and use content marketing, search engine optimization (SEO), pay per click (PPC), web design, and conversion rate optimization to get more leads and sales for your business from the web. Founded in 2005, LCC is a digital marketing company focused on helping small and mid-sized businesses grow by increasing sales, reducing marketing costs, and differentiating their brands online. LCC leverages internet marketing strategies such as search engine optimization (SEO), pay per click advertising (PPC), and website design and development, email and social media marketing.
LCC has offices in both New York, NY and Palo Alto. Call us today at (650) 285-3722