Heating Up Their Digital Presence—and Keeping the Leads Flowing
Client: Yorkville Heating & Cooling
Industry: HVAC / Home Services
Location: Yorkville, IL
Services Used: Website Redesign, SEO Optimization, Conversion Rate Optimization, Google Ads, Google Local Services Ads (LSA)
The Challenge: Outdated Site, Low Visibility, and No Reliable Lead Source
Yorkville Heating & Cooling had a strong reputation in the local market, but their website didn’t reflect their professionalism or generate the steady flow of leads they needed. With an outdated design, poor mobile performance, and low visibility in search results, they turned to M2 to build a strategy that would convert clicks into calls—and turn visits into jobs.
Our Approach
1. Website Redesign with Conversion Focus
We created a clean, mobile-responsive site optimized for conversion. Key features included:
- Fast-loading pages for mobile and desktop
- Clear service areas and CTAs for emergency services
- Service-specific landing pages (heating, cooling, maintenance, etc.)
- Trust-building elements like reviews, guarantees, and certifications
2. Local SEO Strategy
We optimized the site for SEO to make sure the business would show up organically in local searches. Our efforts included:
- Keyword optimization (e.g., “HVAC Yorkville IL,” “furnace repair,” “AC installation”)
- Metadata and page structure improvements
- Google Business Profile enhancements
- Citation management and local backlinks
- Ongoing technical SEO adjustments
3. Google Ads Campaign
We launched a targeted Google Search Ads campaign focused on high-converting HVAC keywords. Ads directed users to specific landing pages based on their search intent (e.g., “AC not working,” “furnace installation”).
- Location targeting for Yorkville and surrounding areas
- Split testing headlines and descriptions
- Ongoing bid adjustments and conversion tracking
4. Local Services Ads (LSA)
We enrolled Yorkville Heating & Cooling in the Google Local Services Ads program to help them appear at the top of search for emergency and local HVAC needs. The “Google Guaranteed” badge helped boost trust and clicks.
- Verified account setup
- Weekly lead performance reviews
- Seasonal ad strategy adjustments
Results
What We Achieved
- Steady increase in local quote requests
- Improved visibility in local search
- More calls from both Google Ads & LSAs
- Higher conversion rate on the website
- Seasonal campaign flexibility
- High client satisfaction & ROI
“We’ve seen a huge improvement in how often the phone rings. M2 made the website look great, and their ad strategy is definitely bringing in results. We’re really happy with the partnership.”
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