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Fort Collins Heating & Air Conditioning: Case Study
Fort Collins Heating & Air Conditioning: A high-performing website outranking competitors.
Fort Collins Heating & Air Conditioning has served Northern Colorado for over 80 years with residential and commercial HVAC services. We set out to help them build a digital marketing strategy that supported their motto: “Big enough to serve, small enough to care.” In 2017, Fort Collins was featured on the Inc. 5000 list, making them one of the fastest growing companies in the country!
Fort Collins Heating & Air Conditioning needed a partner to maintain the performance of their domain while creating a responsive site that continued to generate leads. They wanted to track their top keywords and work with a company that would communicate openly and quickly respond to any concerns.
Working with iMarket Solutions meant seeking improvements in several areas:
- Generate quality leads that translate to conversions.
- Use paid search engine marketing to selectively target new and returning site visitors.
- Grow an audience through email marketing while maintaining a low cost-per-lead.
Generating Quality Leads
We set out to find a strategy that would generate leads for Fort Collins Heating & Air Conditioning. Most importantly, we wanted quality leads that led to conversions.
With their new SEO strategy, we saw a major increase in site traffic and generated 54% more organic leads (from 2014-2016). We did this through regular blogging, content creation, and link optimization.
88% of the keywords we track for Fort Collins land on the top page of Google!
Making a Mark with Email Marketing
In February 2017, we helped Fort Collins launch their first email marketing campaigns, with custom branded content and targeted promotions.
Since their first 3 months (3/17 - 5/17), we’ve been able to lower their cost-per-lead by 31% and increase conversion rates through email campaigns by 94% (as of October 2017). We’ve shaved $16 off their email marketing cost-per-lead, and they achieve high click rates in shoulder seasons.
Reaching Out with Pay-Per-Click
With paid search, also known as pay-per-click marketing, you can reach the right audience at the right time with targeted ads that keep click rates high.
Fort Collins had a 2017 conversion rate of 25.99%! They were able to pause campaigns in off-seasons as needed to balance their budget and easily track spending and profitability.