Scotts Air Multiple Platforms sample

Scott’s Heating and Air Conditioning Web Design

Central Florida AC Leader Sees Massive Conversion Spike After Website Redesign

Scott’s Heating and Air Conditioning, a Central Florida leader in the residential ac industry and long time Next Horizon client loved their current web design, but was open to new ways to optimize sales. Next Horizon convinced them to redesign their outdated, but beloved website. The result was a massive increase in traffic and conversions.

Project Highlights

  • 254% Increase in Conversion Level Events
  • Increase in Website Traffic
  • Increase in Page Views

The Client

Scott’s Heating & Air Conditioning is a full-service heating and air conditioning company located in Central Florida. From planned maintenance to full ac system installation, Scott’s covers all air-conditioning related needs with a specific focus on the residential market.  They are a Bryant Authorized Dealer. Their experienced technicians are knowledgeable, courteous, and dedicated to providing their customers with the very best heating and cooling systems at a reasonable cost.

Scotts Air old website screenshot

This is Scott's Air old website

The Challenge

A longtime client of Next Horizon, Scott’s Heating and Air Conditioning was growing fast and wanted to find a way to grow even more. They loved their website. They believed it was simple and that simplicity told their customers that they were an approachable and affordable brand. After months of convincing, the leadership team at Scott’s Air challenged Next Horizon to refresh the website design while still keeping the same value proposition they held dear.

The Solution

Excited to take on the project, Next Horizon went to work brainstorming on improving the website and branded design while keeping the same feel. Our development team opted to focus on the blue of their branding color palette.  Blue not only fits with the heating and cooling industry, but it says to potential customers that the Scott’s Air brand is inviting, affordable and reliable.

With conversions being a focal point, we made a contact form available on nearly every page – some utilizing conditional logic. Each service page is built to convert with interactive calls to action and narratives that progressed to a decision point. We provided ubiquitous access to clickable phone numbers and contact forms — making a consistent attempt to gather prospect data. We also built over 100 landing pages specifically for each service area intended for more straightforward and more focused advertising campaigns. The utility navigation provided extra visibility to important brand extension pages such as social media, Scott’s Blog and an FAQ.

Wireframe
Scotts Air wireframe and final screenshots

The Results

The finished product delivered a custom website that is SEO optimized, mobile adaptive and ADA compliant. The client loved the new design and felt that we met their challenge of a website that showcased their value proposition of an affordable, customer-friendly brand. More importantly, customers new and old showed their positive feedback with an over 250% increase in conversions and a near 60% increase in traffic and page views. The client couldn’t be happier with the design and their advertising campaigns have greatly benefited from the refreshed design and enhanced user experience.

Project Highlights

  • 254% Increase in Conversion Level Events
  • Increase in Website Traffic
  • Increase in Page Views

testimonial

Working with Next Horizon on our website redesign exceed all of our expectations. They made the project painless from start to finish. The NH team dug in to understand our business and our brand, researched what was important to consumers, helped write copy, and sourced images for the site. They became a seamless extension of our marketing department. Since the launch of our new website, we are especially happy with the new look and feel, but more importantly, the increase in web traffic and the resulting increase in work. Next Horizon makes our phone ring!

  • Kristy Moist
  • Accounting, Marketing, HR