Marketing Case Study

Adirondack Mechanical Corp

Client Background

Adirondack Mechanical Corp is a plumbing and HVAC company located in Broadalbin, NY. They reached out to us in February of 2015 with a limited budget and an interest in increasing their search engine visibility. After learning more about their company and goals, we suggested a phased approach in order to accommodate their limitations. We began working with them on their new website in April, and the finished product launched in July of 2015.

The second phase of the project was completed in the following year. We completed a website review and a survey of their presence across social platforms and business directories, and provided them with recommendations. Once we had agreed upon a course of action, we completed their enhanced SEO work and saw a dramatic increase in traffic — an increase of over 100%!

I began working with CMK two years ago. Realizing my current website was out of date, I interviewed several companies. CMK by far had the most vision and understanding of what I desired. They are very easy to work with and always respond quickly. Being of that age where websites are not my forte, I found them very easy to work with, often knowing what I wanted even though I didn’t know the right terminology. I highly recommend them!!

Steve Kirk

President — Adirondack Mechanical Corp

The Challenge (Part 1)

Create a Clean, Professional Website on a Limited Budget

 The Solution

  • Since we were working with a limited budget, we suggested that Adirondack Mechanical Corp take a phased approach. We knew the very first step would be to build a new, SEO-friendly website, so that’s just what we did.
  • We decided to start with a premium WordPress theme and heavily customize it to meet our needs. Starting with a pre-built theme saved us time and cost.
  • We recommended that they expand upon their existing website copy in order to help them rank in search. Since they didn’t have the budget for copywriting, they provided us with new content, and we only made some minor edits.

The Results

  • The benefits of the new website were seen immediately. With an online contact form now available, site visitors could reach out to Adirondack Mechanical quickly and easily via email, and it didn’t take long before the contact form submissions started coming in.
  • Since the new website was responsive, more traffic was coming from mobile users than on the previous site.
  • The website refresh gave the company a more professional, trustworthy, and authoritative brand image.

The Challenge (Part 2)

Drive More Traffic to the Website Through Local SEO

The Solution

In spring 2016, after the new website had been live for a few months, Adirondack Mechanical Corp decided that they were ready to invest more into the project. We presented them with a few tiered options which included various levels of on-page search engine optimization, social channels, and search engine marketing.

The Results

Website traffic doubled after we completed this second phase, growing from an average of 5-10 visits per day to anywhere between 10-40 daily visits.

  • We started a complete content review of the site, as well as a survey of their social media and business listings.
  • We conducted keyword research based on their main service offerings, which guided us in expanding their content even further.
  • Various on-page factors were updated or added, including meta data, internal linking, image optimization and more.
  • We helped them claim ownership of their Google+, Facebook, Yelp and Angie’s List business pages and ensured the information was complete and accurate. These are some of the first places potential customers look to read reviews about your business.
  • Once the social media and business listing sites were claimed, updated links to the sites were added to the footer of the website to connect the business to the sites. These links also provide customers easy access to your social sites and will encourage them to leave reviews. Businesses should encourage your customers to leave reviews on Yelp, Facebook and Google.

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