How a Rockville HVAC Company Doubled Their Leads With a Website Redesign

The Problem

A Rockville HVAC company reached out in March 2026. They had been in business for 12 years with a solid reputation — hundreds of 5-star reviews, word-of-mouth referrals, the works. But their website was held together with duct tape (pun intended).

They were ranking on page 2 for "HVAC repair Rockville" and page 3 for "AC replacement Montgomery County." Organic traffic was hovering around 312 visits/month. They were getting maybe 8 leads per month from the site, and they knew they were losing customers to competitors with faster, more modern websites.

Their old site was built on a custom WordPress theme from 2019. It had never been updated. Lighthouse mobile score: 38. Their contact form was broken (had been for 3 weeks, nobody noticed). They had 0 blog posts, 0 service area pages, and their sitemap was returning a 500 error.

Here is exactly what we did.

The Audit

Website Performance

• Lighthouse mobile: 38
• Lighthouse desktop: 61
• Largest Contentful Paint: 5.2 seconds
• Cumulative Layout Shift: 0.45 (lots of shifting content)
• Contact form: returning 500 error (had been broken for 3 weeks)

SEO

• No meta descriptions on any page
• No schema markup (not even LocalBusiness or HVAC business)
• XML sitemap: 500 error
• 0 indexed service pages
• No internal linking structure

Google Business Profile

• Decent reviews but no posts in 6 months
• No services listed
• Category was correct but no attributes selected
• No Q&A section

Competitor Analysis

• Top competitors had modern sites with service area pages
• All had weekly GBP posts
• Average Lighthouse score: 72
• All had FAQ sections targeting local keywords

The Strategy

Week 1-2: New Site Build

We built a brand new Next.js site from scratch. Same branding, but everything rebuilt for speed, SEO, and conversions.

Changes made:

• Built on Next.js with static generation — pages load instantly
• Added service pages for each offering: AC repair, furnace installation, duct cleaning, heat pumps
• Added service area pages for Rockville, Gaithersburg, Germantown, and Bethesda
• Installed proper LocalBusiness + HVACBusiness schema markup
• Implemented a working, tested contact form with reCAPTCHA
• Added before/after photo gallery of their work
• Added financing callout section

Week 3: Content & SEO

• Wrote 4 service pages with local keyword targeting
• Created a blog post about "When to Replace vs Repair Your AC"
• Set up Google Search Console and submitted new sitemap
• Fixed all meta titles and descriptions
• Added FAQ schema to service pages

Week 4: Google Business Profile Overhaul

• Updated all GBP categories and added services
• Added 20 photos of their work (before/after)
• Set up weekly posting schedule
• Responded to all existing reviews
• Added Q&A section with common HVAC questions

Week 5-6: Launch & Monitor

• Deployed the new site
• Monitored indexing — all pages indexed within 5 days
• Started tracking rankings weekly
• Set up monthly reporting

The Results

30 days after launch:

• Lighthouse mobile: 98 (up from 38)
• Organic traffic: 647 visits/month (up 107%)
• Leads: 13/month (up 62%)
• All service pages indexed and ranking in top 20

60 days after launch:

• Organic traffic: 1,147 visits/month (up 267%)
• Leads: 19/month (up 137%)
• Ranking position 1-4 for "HVAC repair Rockville", "AC replacement Montgomery County", "furnace repair Gaithersburg"
• Google Map Pack: Position 2-3 for service area keywords

The client went from wondering if their website was working to having it be their #1 source of new customers.