From Branded to Service-Based

How We Grew Universal HVAC Group’s Leads by 80%

Challenge

Universal HVAC Group, a Chicago-based commercial HVAC contractor, faced a major visibility challenge. Almost all online traffic came from branded searches, while non-branded searches like “commercial HVAC Chicago” or “kitchen ventilation contractors” generated almost no presence. Their website struggled to capture clicks, and the Google Business Profile had limited reach. As a result, the company relied heavily on existing relationships and offline referrals, leaving significant growth opportunities untapped.

Work Carried Out

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To improve Universal HVAC Group’s online visibility and generate new leads, we executed a comprehensive strategy combining website optimization, Google Business Profile enhancements, content creation, and local SEO. From restructuring service pages and implementing on-page SEO to producing professional visuals and targeting high-intent non-branded keywords, each step was designed to increase search presence, build credibility, and convert traffic into inquiries.

Website & SEO Optimization

Audited and restructured the website with dedicated service pages for commercial HVAC, rooftop units, kitchen ventilation, ductwork, and TAB services.
Implemented on-page SEO with optimized headers, schema markup, and internal linking to target non-branded service keywords.
Enhanced CTAs and lead forms to convert traffic into inquiries.

Google Business Profile Optimization

Updated the GBP with new visuals, keyword-rich service descriptions, and consistent NAP info.
Created a posting schedule showcasing completed projects, reviews, and service highlights.
Added location-targeted keywords (e.g., “HVAC contractor in West Loop,” “Skokie commercial HVAC”).

Content & Visual Proof

Produced drone shots and on-site photography of large-scale HVAC projects for the website and GBP.
Filmed client testimonial videos to build credibility.
Published blog content focused on Chicago-specific HVAC needs (e.g., rooftop installations, seasonal maintenance).

Local SEO Growth

Built citations and backlinks to increase domain authority.
Targeted high-intent, non-branded search queries across Chicago neighborhoods and suburbs.
Used data tracking to monitor performance shifts from branded to service-based discovery.

Specific Elements Created

Google Business Profile (GBP)

Enhanced the profile with high-quality visuals, regular posts, and keyword-focused descriptions to boost local search visibility and engagement.

Website

Developed new SEO-optimized service pages, added client testimonials, and implemented lead capture forms to drive inquiries and improve conversion rates.

Content

Produced blog articles addressing Chicago-specific HVAC challenges, from rooftop installations to seasonal maintenance, to attract high-intent traffic.

Media Production

Created drone footage and client testimonial videos to showcase completed projects, build credibility, and reinforce the company’s expertise.

SEO Framework

Built a strong SEO foundation through citations, backlinks, schema markup, and a targeted keyword strategy to increase search rankings and organic traffic.

Results Achieved

Through our comprehensive SEO and digital strategy, Universal HVAC Group experienced significant growth in visibility, leads, and search performance. Impressions skyrocketed from 22K to 425K, clicks increased nearly fivefold, and the company secured first-page rankings for key non-branded service terms. Online leads grew by 80%, with website forms and Google Business Profile calls reflecting stronger engagement from new clients.

Search & Visibility Growth

Impressions increased from 22K (last year) to 425K (last 3 months).
Clicks surged from 208 (last year) to 986 (last 3 months).
Ranking improvements: Average position jumped from 54.6 to 47.9, moving into competitive visibility zones.
CTR dropped slightly (0.9% → 0.2%) due to a large expansion in impressions, but overall click volume grew 4.7×.

Lead Generation

Online leads grew by 80%, with a steady inflow of service-based inquiries.
Website lead forms and GBP calls increased, directly tied to non-branded service keyword growth.

Non-Branded Keyword Success

Achieved first-page rankings for critical non-branded terms:
- “Commercial Hood Installation Chicago”
- “Restaurant kitchen ventilation Chicago”
- “Rooftop HVAC installation Chicago”

Customer Outcomes

Universal HVAC Group became discoverable by new clients searching for HVAC solutions, not just existing ones.
Sales team reported a significant boost in qualified leads from website and Google search, reducing reliance on word-of-mouth.