Case Study · HVAC · Phenix City, AL
From placeholder website to a real local growth engine.
Underwood Heating & Air serves Phenix City, AL and the surrounding East Alabama area. Their previous website was essentially a placeholder, so we rebuilt it into a mobile-first local growth asset with better SEO, CRO, performance, and trust.
Measured results from the first 90 days after relaunch.
+214%
Organic Clicks
More clicks from Google Search in the first 90 days.
+93%
Lead Actions
More calls, forms, and schedule requests from the site.
+168%
Local Visibility
More keywords ranking in the local 3-pack and organic results.
1.9s
Faster Mobile Load Time
Improved Core Web Vitals and overall user experience.
The Challenge
The previous website was essentially a placeholder. It had almost no SEO or CRO value, unclear services, weak trust signals, slow mobile UX, and no meaningful conversion path.
- Thin content with no local keywords
- No trust signals or reviews
- No clear calls-to-action
- Slow load times and poor performance
- Outdated design with poor mobile UX
- Zero tracking or conversion insights
Before vs After
Before
After
Illustrative wireframes, not actual screenshots.
What We Built
Website rebuild
Designed and developed a modern, mobile-first site with a clear structure and strong conversion focus.
Local SEO foundation
Built city and service-page architecture, optimized content, schema, and internal linking.
Conversion path cleanup
Strategic CTAs, sticky call buttons, quick quote forms, and simplified user flow across all devices.
Performance improvements
Optimized speed, images, code, and Core Web Vitals for faster mobile load times.
Trust signal design
Added reviews, badges, financing, guarantees, and local social proof throughout the site.
Analytics + tracking
Implemented GA4, call tracking, form tracking, and custom events to measure growth.
Local Growth System
↺ Reviews feed prominence, and the next search starts the loop again.
Build Setup
- Next.js
- Tailwind CSS
- Performance optimization
- Structured data
- Conversion tracking
A modern, mobile-first marketing site designed to be fast, measurable, and easy to grow over time.
Project Timeline
- Week 1Discovery, positioning, sitemap, and conversion planning
- Week 2Design direction, core layouts, and service architecture
- Week 3Build, mobile optimization, and performance pass
- Week 4SEO setup, CTA refinement, tracking, and launch prep
What We Handled
- Full website rebuild
- Service-page architecture
- Local SEO structure
- Mobile UX optimization
- CTA & conversion strategy
- Tracking & analytics setup
Want your website to work harder than a placeholder?
We’ll turn your site into a local growth engine that ranks, converts, and scales.