We spent around four weeks designing and developing a new website for Swinson AC. It launched at the first of 2020, and we started tracking user behavior from day one. The new site features a home page slider highlighting common residential AC concerns, such as air quality/ purification, high-efficiency equipment options, and financing options.
The new website highlights Swinson’s most sold products from American Standard and offers many pages describing all of the services offered by the company. For local search engine optimization, we built out 12 service area pages for all of the communities the business serves. Pages such as “Fairhope AC Repair”, show up on the first page of Google when a user searches with those keywords. In the last six months of site use, data from Google Analytics tells us these pages are crucial for obtaining new customers searching online for an air conditioning company.
The website also features pages for Frequently Asked Questions, Special Promotions, Financing Options (with application), and a blog section that we add to each month as part of our monthly management service.
In addition to expanding the site’s content, style, and user-friendliness, we also improved its appearance on all devices, paying special attention to the mobile experience. Customers can easy request service, chat, and view information about products and services from their phones and tablets.
Direct Mail Services
Swinson AC has used twice-annual direct mail pieces to recruit and maintain annual maintenance plan agreements. The business relies on maintenance plan visits during the cooler months of the year when business is slower. It was imperative we grow the number of annual maintenance contracts to ensure higher sales in 2020.
We designed a tri-fold annual maintenance brochure and mailed it out to roughly 2,000 people in the area, including all of his current maintenance customers. We also introduced a new tiered pricing structure for maintenance plans, adding three new options to the baseline maintenance agreement he had been offering in years past.
Since its delivery in early Spring 2020, maintenance plan sales are up over last year, the majority of which have been sales of higher-priced packages from the tiered sales plan.