WebCitz started working with this client in 2015
- Client: Modern Heating & Cooling
- Platform: Click Funnels, WordPress
- Industry: Construction / Real Estate
- Services: Digital Marketing, Maintenance / Support, Web Development, Web Hosting
The Challenge
In 2015, Modern HVAC was operating with a rigid, custom HTML/CSS website that made content updates difficult and offered little in the way of SEO flexibility. To compete in the crowded Fox Cities market, they needed:
- Platform Modernization: A shift to a CMS that allowed for rapid landing page creation and technical SEO optimization.
- Reputation Engineering: A massive boost in social proof, as they had only about 10 reviews at the start of our engagement.
- Lead Generation Diversity: A move beyond organic search to include sophisticated paid advertising and automated customer retention.
The WebCitz Solution
We implemented a “Holistic Growth Engine,” acting as an extension of their internal management team to drive every facet of their digital strategy:
- Strategic WordPress Migration: We moved their legacy static site into WordPress, meticulously recreating their existing landing pages to maintain brand continuity while gaining the technical advantages of a modern CMS.
- Reputation Management Revolution: We devised and implemented a comprehensive Google Review strategy. This system empowered their technicians and staff to collect feedback effectively, skyrocketing their rating from ~10 reviews to over 1,000+ in just a few years – making them one of the highest-rated HVAC firms in Wisconsin.
- Omnichannel Paid Advertising:
- Google LSA (Local Services Ads): In recent years, we pivoted their search strategy to focus heavily on LSA “Google Guaranteed” ads, ensuring they appear at the very top of search results for urgent repair needs.
- Facebook & Google Retargeting: We manage ongoing retargeting campaigns to stay top-of-mind for homeowners who have previously visited the site.
- Recruitment & Seasonal Campaigns: Beyond repair leads, we run targeted ads for employment opportunities and seasonal tune-up/replacement promotions.
- Carrier Co-op Alignment: We build specialized landing pages for their Carrier manufacturer-led campaigns. By creating highly relevant, high-quality pages for these external campaigns, we maximize their Quality Scores and ensure their co-op marketing dollars are spent efficiently.
- Conversion Rate Optimization (CRO): We built custom tools for the site, including a streamlined appointment scheduling interface that reduces friction for the customer.
- Email & Lifecycle Marketing: We manage email campaigns that serve as tune-up reminders, ensuring high customer lifetime value and consistent off-season work for their technicians.
The Result
After more than 10 years of partnership, Modern HVAC stands as a dominant force in the Fox Valley HVAC market. Our collaborative approach – meeting regularly to brainstorm and execute new ideas – has turned their website into a 24/7 sales and recruitment tool. With a rock-solid reputation and a diverse marketing mix that spans search, social, and email, Modern HVAC is perfectly positioned for continued growth and market leadership.
