CASE STUDY: Competence Air Services’ Digital Marketing Transformation
CASE STUDY: Competence Air Services’ Digital Marketing Transformation
BACKGROUND:
Competence Air Services, an HVAC company based in Pompano Beach, Florida, specializes in serving residential and commercial properties across Miami-Dade, Broward, and Palm Beach counties. Despite providing quality services, the company faced challenges with digital presence and brand visibility, limiting its reach to potential customers in these highly competitive markets.
Competence Air Services partnered with Grozina, a marketing and public relations firm, recognizing the need to modernize and expand its online footprint. This collaboration aimed to redesign the company’s website, enhance its branding, and improve its search engine optimization (SEO) to increase organic search visibility and customer engagement.
CHALLENGE:
The primary challenge for Competence Air Services was to significantly increase its organic search visibility in a market saturated with HVAC service providers. The company needed to stand out in online searches to attract more customers and grow its business.
Additionally, Competence Air Services required a more user-friendly and efficient online booking system. This was essential to streamline the customer experience and make it easier for clients to schedule services, a crucial factor in improving customer satisfaction and loyalty.
PROCESS:
The first step in the collaboration was completely redesigning the Competence Air Services website. Grozina focused on creating an aesthetically appealing, easy-to-navigate website with SEO-optimized content—the new design aimed to reflect the company’s professionalism and reliability while improving its search engine ranking.
Alongside the website redesign, Grozina revamped the company’s logo to create a more modern and impactful brand image. This rebranding was part of a broader strategy to enhance the company’s market presence and appeal to a wider audience.
A significant feature of the new website was the introduction of an online booking form. This user-friendly tool allowed customers to schedule A/C services, easily improving the overall customer experience. Grozina also implemented a comprehensive SEO strategy, targeting relevant keywords to increase organic searches and profile views on Google My Business.
RESULTS:
The marketing overhaul dramatically impacted Competence Air Services’ online presence. Within two months of the new website launch and SEO implementation, the company saw a 96% increase in organic searches. This surge significantly boosted the company’s visibility and accessibility to potential customers.
Moreover, the company’s organic profile views on Google My Business skyrocketed by 559%. This remarkable growth in online engagement translated to increased customer inquiries and bookings, directly contributing to business growth.
IMPACT:
The transformation of Competence Air Services’ digital marketing strategy had a profound and lasting impact on the business. By enhancing its online presence and user experience, the company expanded its customer base and strengthened its position in the competitive HVAC market.
Beyond immediate business growth, this case study highlights the critical importance of digital marketing and online visibility for small to medium-sized enterprises. It demonstrates how strategic branding, website design, and SEO can significantly influence a company’s success, serving as a valuable lesson for other businesses in similar industries.
