Modernizing a Commercial HVAC Company

In line with the massive real estate investments into key cities across North Carolina comes the need for commercial contractors to provide services to developers looking to capitalize on the state's growth.

Recently, I partnered with a commercial HVAC company to provide services that would make them more competitive when bidding on new jobs.

To stand out against the competition and catch the eye of real estate developers in the bidding process, we determined that their old website must go.

Like many small business owners, this company built their website themselves with the help of the owner's daughter. It served its purpose of providing relevant information to potential customers, however, the experience and design on the site were that of an early 2000s webpage.

Here is the problem: The website was outdated, non-functional in some areas (broken buttons), and did not reflect the recent growth of the company. The domain was lengthy and very specific, and the site itself was a single page that we both agreed was also poorly designed.

On top of that, the company did not leverage the ability to capture or manage customer inquiries through its site and relied on customers calling the owner directly to book services.

Here is the solution: I was able to create a new domain for the company that drove customers to their new and improved website.

The new website was appealing and held a specific purpose. In web design, we emphasize the importance of taking customers on a journey when they visit your site.

In business, everything is a battle of perception, attention, and mindshare. If you are spending money on marketing in hopes of driving new business then your website needs to encourage customers to take action when they visit the site. How they take action is referred to as the customer journey.

With this new site, we included a lead capture form that we decided was the final destination for anyone visiting the page. This means that the entire design of the site was built to encourage customers to reach out to the sales department.

In practice, this includes creating a site map of how we want customers to navigate through the pages to get the most pertinent and persuasive information possible in hopes of them reaching out and booking service.

With this in mind, I was able to modernize their site to look more professional and house more information that would help the customer decide to partner with the business, and also create a purposeful journey that highlighted the key aspects of the business and made it simple for potential customers to reach out.

When a customer decides to reach out, an automated form would be sent to the inboxes of their sales team so that they could quickly and easily schedule a call.

The result: The HVAC company was able to confidently submit more bids to developers and ramp up their marketing with peace of mind by knowing that any prospect that visits their site would be impressed with their story, portfolio, and competitive differentiators.

Since the creation of their new website, this company has received a 10% increase in customers reaching out for services and has cited that they finally feel their presence online reflects the professionalism and growth the company has seen in the past few years.

If you are interested in seeing what I can do to help improve your presence online, click the link below.