WebCitz started working with this client in 2010
- Client: Black-Haak
- Platform: WordPress
- Industry: Construction / Real Estate
- Services: Digital Marketing, Maintenance / Support, Web Development, Web Hosting
The Challenge
Black-Haak, one of the most recognized HVAC contractors in Northeast Wisconsin, required a digital strategy that could keep pace with their growing fleet and service area. They needed to move beyond a “brochure” website to a platform that could capture hyper-local search traffic and provide a modern way for customers to purchase maintenance supplies like air filters. Operating in a high-competition regional market, the goal was to achieve organic dominance across multiple municipalities in the Fox Valley.
The WebCitz Solution
Over a ten-year partnership, WebCitz transformed Black-Haak’s digital presence into a localized lead-generation and retail machine:
- Hyper-Local SEO & City Pages: We pioneered a localized SEO strategy for the client, building out dedicated pages for cities throughout the Fox Valley. Each page featured local reviews and service-specific content, ensuring Black-Haak ranked at the top for “Furnace Repair in Appleton” or “AC Installation in Neenah.”
- Custom Landing Page Development: We designed and deployed high-converting landing pages for core HVAC services, including geothermal, electrical, and plumbing. These pages were optimized for both search engines and user experience, focusing on trust signals and clear calls to action.
- HikaShop E-Commerce Integration: To diversify their revenue and provide better customer service, we integrated HikaShop into their Joomla environment. This allowed Black-Haak to sell air filters and HVAC products directly online, which were often delivered by technicians during scheduled service calls or local routes.
- Decade of Support & Maintenance: From 2010 to 2020, WebCitz provided the technical backbone for the brand. This included complex Joomla updates, security hardening, and technical troubleshooting to ensure zero downtime for their high-traffic site.
- Content & Social Proof Strategy: We focused on integrating real-world social proof into the site’s architecture, making it easy for homeowners to see recent local reviews and successful project completions, which is critical for high-ticket residential service contracts.
The Result
The 10-year collaboration between WebCitz and Black-Haak solidified the company’s position as a digital leader in the Fox Valley HVAC space. By combining advanced SEO with a functional e-commerce component for filters, WebCitz helped Black-Haak maximize their local reach and operational efficiency, providing a professional and scalable platform that supported their growth for an entire decade.
