How a local HVAC company grew far more than they ever expected

Case Study Background

Since 1989, N.E.T.R., Inc has been installing heating and air conditioning systems in the Boston area. They are true experts in all things ductless, which led to them being a Mitsubishi Electric Elite Diamond Contractor.

Challenges

Over the years, their search engine optimization firm built several websites and did a number of low-end strategies, like backlinking from article sites in India and building WordPress blog networks.

To make matters worse, they had to hire a separate firm to do the paid search because the SEO company didn’t do that. They ended up with poorly designed landing pages and questionable search strategies. This strategy became impossible to maintain, given efforts were spread out across multiple websites.

Marketing Strategy

When McDougall Interactive came on board, we did intensive research and found that it was best to eliminate the additional websites that failed to drive any significant rankings or leads.

By focusing on one website, one blog, and a single set of social media accounts, we could make a much clearer path forward.

Marketing Tactics

We designed and developed a landing page and started running paid search right away, which allowed for leads to come in while we built the longer-term organic search + social strategy.

We conducted a technical audit on the website and found numerous broken links, slow load times, and various other issues that we corrected.

Call to action buttons were in far too many shapes and sizes, so we streamlined the look and feel of them.

While the website is in need of a redesign, we decided together that this would come later. We focused our efforts on increasing conversions as much as possible within the current framework.

A social media contest was strategically redesigned and is now providing a significant amount of leads.

Blogging, podcasting, Ebooks, infographics, linkbait, and case studies are all part of the content marketing strategy.

The founder of the company is a true thought leader in ductless systems and has done a fantastic job approving podcast and video topics and then consistently meeting with us to produce them.

Marketing automation using HubSpot is used on Ebooks as we launch them. This helps to nurture leads from the start, as people read the content, then check out the case studies, and finally are presented  with a request for a conversation.