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.