The Challenge
Meet CoolAir HVAC
CoolAir HVAC is a family-owned heating and cooling company serving the greater Lagos area for over 15 years. Despite their excellent reputation and quality work, they were struggling with their online presence.
The Problems:
- � Outdated website from 2018
- � Poor mobile experience
- � Only 2-3 online leads per month
- � High bounce rate (78%)
- � No clear call-to-actions
Business Goals:
- � Increase online lead generation
- � Compete with larger HVAC companies
- � Showcase expertise and reliability
- � Improve local search visibility
- � Reduce dependence on referrals
Our Strategic Approach
Phase 1: Research & Analysis
Before designing anything, we conducted thorough research to understand the target audience and competitive landscape.
Customer Interview Insights
Discovered that 85% of customers research HVAC companies online before calling
Competitor Analysis
Identified what larger competitors were doing right and gaps we could exploit
Technical Audit
Found critical issues: 6.2s load time, no SSL, broken mobile layout
The Solution: Key Changes We Made
1. Mobile-First Redesign
Since 68% of HVAC searches happen on mobile, we prioritized mobile experience from the ground up.
Before:
- � Text too small to read
- � Buttons too small to tap
- � Horizontal scrolling required
- � Contact info hard to find
After:
- � Large, readable fonts (16px+)
- � Prominent "Call Now" button
- � Perfect mobile layout
- � Click-to-call phone numbers
2. Trust-Building Elements
HVAC services require significant trust. We added elements that immediately establish credibility.
3. Strategic Call-to-Actions
We created multiple conversion paths to capture leads at different stages of the decision process.
CTA Strategy:
Emergency Services:
"24/7 Emergency Repair - Call Now!"
Free Estimates:
"Get Your Free Quote Today"
Maintenance Plans:
"Join Our VIP Maintenance Program"
Educational Content:
"Download Our HVAC Maintenance Guide"
4. Performance Optimization
Site speed directly impacts conversions, especially for service businesses where customers need quick answers.
Before:
- � 6.2 second load time
- � No image optimization
- � Unoptimized code
- � No caching
After:
- � 1.8 second load time
- � WebP image formats
- � Clean, minimal code
- � Browser caching enabled
The Results in Detail
30-Day Performance Comparison
| Metric | Before | After | Improvement |
|---|---|---|---|
| Monthly Leads | 11 | 25 | +127% |
| Website Traffic | 1,240 | 2,045 | +65% |
| Conversion Rate | 0.9% | 2.8% | +211% |
| Bounce Rate | 78% | 42% | -46% |
| Page Load Time | 6.2s | 1.8s | -71% |
| Mobile Traffic | 68% | 68% | Better UX |
What Made the Difference
1. Understanding the Customer Journey
HVAC customers typically research extensively before contacting a company. We designed the site to address concerns at each stage of their decision process.
2. Local SEO Optimization
We optimized for local searches like "HVAC repair near me" and "Lagos air conditioning service," which drove highly qualified traffic.
3. Clear Value Proposition
Instead of generic messaging, we highlighted specific benefits: "15+ Years Experience," "24/7 Emergency Service," and "No Hidden Fees."
4. Social Proof Integration
Customer testimonials, before/after photos, and Google Reviews integration provided the social proof needed to convert visitors.
Client Testimonial
"The results have been incredible. In the first month alone, we got more leads than we typically see in three months. The phone has been ringing constantly, and customers keep mentioning how professional our website looks. Websetly didn't just build us a website—they built us a lead generation machine."
Lessons Learned
Key Takeaways for Service Businesses
-
Mobile-first is non-negotiable: With 68% of traffic on mobile, desktop-focused designs will fail.
-
Trust beats flashy design: Service businesses need credibility markers more than fancy animations.
-
Speed matters for conversions: Every second of delay reduces conversion rates by 7%.
-
Multiple CTAs work better: Different customers need different conversion paths.