Freedom HVAC: A Real-World HVAC Marketing Case Study
What Changed, Why It Worked, And Why The Results Held
- We rebuilt the website, tightened the brand, and added proof-of-service to unlock growth without chasing trends.
- One clear conversion path (“Schedule Service”) reduced friction for homeowners on desktop and mobile.
- Location-named check-ins and structured review requests improved local discovery and trust.
- A memorable visual brand (“Super Girl”) raised recall and supported ad, truck, and on-site recognition.
What Was The Starting Point?
Freedom Heating & Cooling began with almost no digital presence and not enough calls. An industry colleague recommended LeadsNearby. After a strategy call with co-founder Mark Sherwin, Freedom moved forward with a full rebuild and ongoing marketing support.
What Did We Change First?
We made scheduling the shortest path. The site consolidated calls-to-action around “Schedule Service,” placed consistently in the hero, sticky navigation, and page footers. Clear language reduces cognitive load, especially for urgent repairs.
We wrote for real homeowners. Pages explained common problems, fix options, and next steps in plain language. On mobile and desktop, clarity wins attention; in the US, desktop still accounts for roughly half of web traffic, so we optimized for both screens (Statcounter, 2025). https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/united-states
We prioritized speed and stability. Faster, steadier pages help people finish tasks; Google’s Chrome team has shown that improvements to Core Web Vitals save significant wait time at scale (Chromium Blog, 2023). https://blog.chromium.org/2023/11/how-core-web-vitals-saved-users-10000.html
How Did We Build Proof That Buyers Trust?
We put real jobs on the site. Using Nearby Now, techs logged geo-located check-ins and sent structured review requests. Those entries surfaced on city pages so neighbors could see recent work and read authentic feedback close to home.
We removed extra steps. The review request flow required a single tap from the field and took seconds for customers to complete. Over time, this created a steady stream of location-named proof that supported both Maps visibility and conversion.
Why Add A Distinct Brand?
Recognition drives recall. Freedom lacked a cohesive, memorable identity. In 2016 we introduced “Super Girl,” a clean, family-friendly mascot used on the website, trucks, and ads. The result was simple: more people recognized the brand, kids pointed out trucks, and homeowners remembered whom to call.
What Results Did Freedom See In This HVAC Marketing Case Study?
Visibility grew across the footprint. Freedom climbed into top results for high-value searches like “AC repair Hoover AL” and “air conditioning services Birmingham AL.” Calls increased from new ZIP codes, and booked work followed.
Revenue scaled with capacity. With branding, site improvements, and review discipline working together, Freedom reports revenue growth of roughly 10x since engagement, becoming a top HVAC and plumbing provider in its local area by revenue.
What Does The Team Say?
Video: In His Words. Don Johnson (former owner) explains how consolidating strategy under one team—site, SEO, PPC, reviews, and brand—created predictable growth.
Owner Testimonial (Edited For Clarity)
“LeadsNearby is the go-to place for marketing. You don’t have to rethink it every six months—you know your digital footprint is handled. We went from a Yellowpages site with about 50 visits a month to a site that dominates our market and does over 30,000 visits every month. The brand and identity support the website, plus SEO, pay-per-click, and advertising—all the way down to our truck wrap.”
“Nearby Now made a huge difference in parts of the city where we didn’t have a location. Techs like using it, staff uses it to send review requests, and we’ve collected hundreds of reviews. Once you’ve got confidence your marketing is handled, you can move on to the next big project and grow your company.”
3 Takeaways For HVAC Owners
- Make the next step obvious. One CTA. One message. One fast path to book.
- Prove the work is real and recent. City-named reviews and check-ins beat generic claims.
- Invest in recall. A simple, ownable brand travels across trucks, ads, and the site.
Plan Your Next Stage Of Predictable HVAC Growth
FAQ: HVAC Marketing And Proof-Of-Service
What’s The First Page To Fix If Time Is Tight?
Make the homepage hero do one job: explain the service and offer one fast way to book (“Schedule Service”). Place the same CTA in the header and footer for consistency.
Do Location-Named Check-Ins Still Help?
Yes. They create fresh, local proof that supports both map visibility and on-page trust, especially when paired with review snippets.
Is Speed Still A Ranking Or Conversion Factor?
Speed and stability matter. Improving Core Web Vitals reduces waiting and abandonment at scale (Chromium Blog, 2023). https://blog.chromium.org/2023/11/how-core-web-vitals-saved-users-10000.html
Should We Design For Mobile First?
Design for both. In the US, desktop still represents a large share of visits, so keep parity: clear copy, visible CTA, and quick load on every device (Statcounter, 2025). https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/united-states
How Do We Keep Review Volume Steady?
Give techs a single step to request a review on every closed job, recognize top performers weekly, and reply to every review with specifics.
Last updated: September 2025
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