The situation
A second-generation, family-owned heating, cooling and plumbing contractor with a long track record and strong customer reviews. Its reputation was doing the work. Its website was not: it did not give search engines a clear page for each service the company sells, so the company mostly showed up for people who already knew its name.
What we did
We built and optimized a new site around the way homeowners actually search:
- A dedicated page for each service, from air conditioners, heat pumps and furnaces to water heaters, plumbing and indoor air quality.
- A service area page covering the region the company works in.
- Offers and financing pages, because “how much” and “can I pay over time” are part of most HVAC searches.
- A quote request form on the homepage and a live Google review feed, so a visitor can act the moment they decide.
- Conversion rate optimization on the offer, financing and quote pages that turn a visit into a service call.
- Compliance and accessibility: offers and financing language reviewed, and the site built to WCAG 2.2 AA.
- Media optimization: every image sized, compressed and served in modern formats so pages load fast on phones.
The results
Search Console data for the site starts on May 23, 2026, so there is no clean before-and-after for search. What the data does show is the trajectory since then:
| Metric | June 2026 (first full month) | Aug. to Oct. 2026 (monthly average) | Change |
|---|---|---|---|
| Search impressions | 9,704 | 35,756 | 3.7x |
| Search clicks | 104 | 133 | +28% |
| Average position | 22.2 | 24.0 | About even |
Over the same period, the owner reports that revenue grew.
What it shows
The new site now appears in close to 36,000 Google searches a month, up from under 10,000. Most clicks still come from people who already know the company, and the average position, around 24, is on page three. That is where the next round of work is: moving the service pages that already appear onto page one, where homeowners actually click.
How we measured
Source: Google Search Console for the client’s site, final data, pulled Nov. 10, 2026. Data for this site begins May 23, 2026. “Non-branded” means searches that do not include the business name. Google withholds rare searches from query reports, so non-branded figures are a floor, not a ceiling. We do not name clients or their towns; we can walk a prospective client through the underlying data on a call.
More case studies
- How an Adult-Use Dispensary Doubled Its Non-Branded Search Clicks
No Google or Meta ads allowed, so search had to bring in the customers who did not already know the store.
- How a Dental Practice Tripled Its Search Clicks
Website and technical SEO work moved the practice’s average search position from 65 to 26 in a year.
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