CASE STUDY
From Stagnant Growth to More Qualified Phone Calls
By rebuilding the site’s structure, creating high-intent service pages, and fixing technical SEO issues, we helped an HVAC & plumbing company generate significantly more phone calls and organic growth in just a few months.
Industry
HVAC & Plumbing
LOCATION
Raleigh, NC
TIMELINE
Sept. 2025 – Present
PRIMARY GOAL
Generate More Leads
+130%
Year-over-Year
Phone Call Growth
Google Analytics 4
Phone Call Events
Overview
I currently manage SEO for an HVAC and plumbing company in Raleigh, NC. Since taking over in September 2025, I’ve focused on fixing structural issues, rebuilding service and location pages, and targeting high-intent searches that drive real call. Not just traffic.
The Problem
When I took over, the site had strong potential but was underperforming because of structural problems. Traffic existed, but it wasn’t turning into enough calls, and the site was missing major opportunities to target high-intent service searches.
- Major gaps in high-intent service page coverage
- Duplicate and weak location pages
- Blog content competing with important service pages
- Poor internal structure and indexing issues
Result: Traffic existed, but it wasn’t turning into enough calls, and the site was missing major opportunities by not targeting enough high-intent service keywords.
What I Did
Instead of adding more blog content, I rebuilt the foundation of the site and created high-intent service pages aligned with how HVAC and plumbing customers actually search.
Built Out High-Intent Service Pages
Built new pages targeting important services the site was missing, including heat pumps, furnaces, emergency HVAC, thermostats, and indoor air quality services.
Rebuilt Location Pages
Rebuilt the HVAC and plumbing location pages, removed boilerplate content, fixed NAP inconsistencies, and improved local relevance across the cities the company serves.
Fixed Cannibalization & Site Structure
Merged competing service pages, consolidated overlapping content, and improved internal linking and site hierarchy so important pages could rank instead of competing against each other.
Removed Low-Value Content
Removed blog posts that were competing with important service pages and reduced index bloat so Google could focus more on the pages that drive leads.
Fixed Technical SEO Issues
Resolved indexing problems, fixed broken links, compressed and converted images to WebP, and cleaned up schema to improve crawlability and site performance.
Improved Local SEO
Strengthened local relevance by rebuilding HVAC and plumbing location pages, removing boilerplate content, fixing NAP inconsistencies, and improving targeting across service areas.
Results
The biggest improvement was not just more traffic. The site generated significantly more phone calls, stronger engagement, and much greater organic visibility after the structural changes were implemented.
Phone Call Growth
+130% increase in phone calls (YoY)
+83% increase in users triggering phone call events
This is the metric that matters most. More calls mean more opportunities to turn organic search into revenue.
Organic Traffic Growth
+118% organic users
+123% new users
~959K search impressions and growing
Growth started quickly after the structural fixes were implemented.
Overall Engagement & Site Activity
+34% total events
+20% users
+11% engagement per user
+24% form starts
+34% clicks
Not just more traffic. Visitors were taking more meaningful actions once they reached the site.
Keyword Growth & Visibility
Top 3 rankings
Top 10 rankings
Top 20 rankings
More keywords ranking = more entry points for customers
High-Intent Keyword Rankings
Now Ranking #1 for:
Emergency HVAC repair
Emergency HVAC services
Heat pump repair — 40,500 search volume
Heat pump maintenance — local variations
These aren’t informational keywords. They’re high-intent searches from people actively looking for HVAC services
Key Takeaway
This growth didn’t come from backlinks or pumping out blog content. It came from fixing the site’s structure, building the right service pages, and removing content that was hurting performance.
Want More Calls From Organic Search?
If your HVAC or home service website is getting traffic but not enough leads, I can help identify what’s holding it back and build an SEO strategy focused on the searches that drive real business.
Let’s Talk SEO