Case study · Dev + Technical · SEO · Local SEO · 12-month retainer
— full site build and 12-month SEO for an air conditioning installer. A commercial installer with strong local reputation but no online presence, no residential visibility, and a brief of zero enquiries via the site. An 8-week build and 12 months of SEO later — dominating positions across every relevant query and a pipeline of high-quality leads.
This East of England air conditioning installer had built a solid commercial reputation over many years — but their online presence wasn't reflecting it. When they came to AVF, the brief was stark: the site was generating no enquiries. Nothing from residential, and precious little from commercial despite the business being well established in that space. Visibility outside a narrow local catchment was essentially zero.
The opportunity was clear. Residential air conditioning is a rapidly growing market — consumer awareness around both cooling and heating capability has been rising sharply — and the client had the skills and supply chain to compete. The task was to build a site that could serve both audiences without either feeling like an afterthought.
An extensive WordPress site was delivered in 8 weeks. The architecture was built around clear separation of commercial and residential services, with dedicated product pages, a well-structured UGC section, and contact and CTA placement designed to convert at every stage of the buyer journey. Every piece of content — copy, research, and imagery — was produced entirely by AVF. No brief, no copy deck, no photo library from the client. The research extended into the technical advantages and consumer misconceptions around air conditioning, producing content that was genuinely useful rather than thin category filler.
Air conditioning has an inherent seasonal skew — cooling demand peaks in summer, and enquiry volume can drop sharply in autumn and winter. To counteract this, content and positioning was built around the heating and year-round comfort angle: modern air con units as heat pumps, energy efficiency framing, and year-round climate control messaging. This dual-use positioning extends the commercial window and opens a different category of buyer.
The 12-month SEO retainer following launch consolidated and extended the position gains from the build. The site moved to dominate all relevant local and regional queries — not just primary installation terms, but supporting service queries, brand and product terms, and location variants across the wider East of England geography. The lead pipeline that followed was high in both volume and quality — the right enquiries, from the right areas, for work the business wanted to take on.
This engagement covered full WordPress site design and build, all content creation and copywriting, all imagery sourcing, site architecture, local and technical SEO, GA4 and GTM setup, and a 12-month managed SEO retainer — all from a standing start with no existing usable assets from the client.
