Excelsior Mechanical
A heating, air conditioning and refrigeration contractor with more than 20 years of experience serving New York City, Westchester and Long Island. They had a basic one-page site; we built a WordPress site from scratch to turn emergency searches into quote requests. Organic visits doubled.
The challenge
HVAC customers in New York search when something breaks, usually from a phone, and they compare three or four companies in minutes. Excelsior Mechanical had a one-page site with a paragraph about the company, an email address and a phone number. No service pages, no photos of finished work, no way to request a quote, and nothing that told Google which neighbourhoods they cover. A contractor with two decades of commercial and residential work looked, online, like a company that had opened last week.
What we did
We built a new WordPress site from scratch: a page for every service, a portfolio, a quote request flow, local SEO for the five boroughs, Westchester and Long Island, and a security setup that keeps the site up when the phones are busiest.
One page per service, written for the person with the broken unit
Heating, air conditioning, refrigeration and maintenance each got their own page, split between commercial and residential where the work differs. Every page opens with what the service is, when you need it and a button to request a free quote, then goes into the detail an engineer or building manager wants: system types, brands serviced, response times. A blog covers the questions customers ask before they call, from why a walk-in cooler ices up to how often rooftop units need service in New York winters.
A portfolio that proves twenty years of work
Photos of completed installs and repairs, organized by type of job, with a line on what the client needed and what was done. For a contractor competing with national chains, this is the page that closes the deal. It shows the company has done this exact job before, in this city.
Quote requests as the main call to action
A "Request a free quote" button sits in the header on every page and the form asks only for what dispatch needs: name, phone, address, what is wrong. The client services phone number and email are in the top bar, clickable on mobile. Fewer steps between "my AC is down" and "someone is coming".
Local SEO for NYC, Westchester and Long Island
Each service page targets the search people actually type: "HVAC contractor NYC", "commercial refrigeration repair New York", "AC repair Westchester", "heating repair Long Island". LocalBusiness structured data lists the service area borough by borough, titles and descriptions are written per page, and images carry alt text. Lighthouse scores the site 92 for SEO and 96 for best practices. Organic visits are 2.1 times what the old site got.
Security that holds up
A contractor's site gets hit by bots looking for weak WordPress installs every day. We set up managed updates, a web application firewall, daily backups, SSL and login protection, and we monitor it. The site has not gone down since launch, which matters most on the days it is 35 degrees in Queens and every phone is ringing.
AEO and GEO groundwork
Every service page starts with a plain answer block (what, where, how fast, how to book) and the business details match across the site, Google and Yelp. That is what AI assistants need to cite a contractor when someone asks who repairs commercial refrigeration in Brooklyn. The groundwork is in; the next step is content that answers the specific questions building managers ask.
"Twenty years of HVAC work and the old website said almost nothing about it. Now every service has a page, every job has a photo, and the quote button is the first thing you see. That is why the traffic doubled."
- A one-page site tells a customer nothing about whether you can do their job. One page per service, with photos, does.
- The quote form asks for four things. Every extra field on an emergency service form costs leads.
- Local SEO for a New York contractor means naming the boroughs and counties on the page. Google does not guess.
- Organic visits doubled (2.1×) with a site built from scratch, no ad spend.
Questions about this project
Do you build websites for companies outside Canada?
Yes. Excelsior Mechanical is in New York City. We work with clients across Canada, in the United States, in Latin America and in Europe, in English and Spanish. Everything happens over video and email, and the time zones between Calgary and New York are two hours apart.
Why WordPress for an HVAC contractor?
The team needed to add portfolio photos, blog posts and new service pages themselves without calling a developer. WordPress does that well, and with a proper security setup it is as safe as any other platform.
What did security hardening involve?
Managed core and plugin updates, a web application firewall, daily off-site backups, SSL, login protection and uptime monitoring. We do not publish the exact stack, for the obvious reason.
How much does a website like this cost?
A site with one page per service, a portfolio, a blog and local SEO is our Growth package, from $5,490 CAD. Ongoing security, updates and backups are covered by the Care Plan, from $129 CAD per month.
Did organic traffic really double?
Organic visits are 2.1 times what the previous one-page site received, as reported by the owner from their analytics. Lighthouse scores the new site 92 for SEO and 96 for best practices on mobile.