SEO · Home Services (HVAC)
A Regional HVAC Company (US Midwest)
A regional HVAC installer in the US Midwest turned stagnant organic traffic into its top lead source within eight months.
+164% in 8 months
Organic traffic
3 to 47
Page-one keyword rankings
68% lower
Cost per lead (organic vs. paid)
The challenge
The company relied almost entirely on paid search and referrals. Its website ranked on page three or lower for every commercially relevant term in its service area, and a thin, outdated site structure made technical SEO nearly impossible to fix incrementally.
The strategy
We rebuilt the information architecture around service-plus-location pages, fixed crawlability and Core Web Vitals issues, and ran a 90-day local authority campaign combining citations, review generation, and locally-relevant content. Reporting was tied directly to lead volume, not just rankings.
Overview
The company came to us with a fifteen-year track record and almost no digital footprint to show for it. Its strongest lead source was word of mouth: solid, but not scalable, and vulnerable to any slowdown in referrals.
Approach
We started with a full technical and content audit, then rebuilt the site’s structure around the searches homeowners were actually running: service type paired with neighborhood and city. Each page was written to answer a real question, not to stuff keywords, and matched against schema markup so search engines could understand exactly what the company offered and where.
Outcome
Within eight months, organic search overtook paid ads as the company’s top-performing channel by lead volume, at a fraction of the cost per lead.
“We stopped thinking of SEO as a slow burn once we saw the phone start ringing from search instead of just ads. Workxcreative treated our pipeline like it was theirs to protect.”