Strategic website optimization and targeted inbound marketing drove a 133% increase in search visibility, a 100% increase in leads, and a 124% boost in total traffic—elevating Robertson Morrison’s brand awareness and market presence.
43%
Increase in organic traffic from a redesigned website, strategic on-site SEO.
100%
Increase in monthly conversions through a comprehensive multi-channel digital marketing campaign.
124%
Increase in monthly website traffic, driving significantly more visitors to key service, industry, and conversion pages.
25
Highly competitive keywords ranking in the top ten positions on Google.
Project Overview
Background
For over 65 years, Robertson Morrison has been a trusted provider of mechanical contracting, HVAC, and piping services for commercial, industrial, and institutional clients in Southeast Michigan.
With a reputation for quality, energy-efficient solutions, and customer service, the company has built long-standing relationships across the region. However, as the industry evolved, so did the expectations of Robertson Morrison’s target audience. The company recognized the need to modernize its digital presence to position itself better in the commercial space and attract larger, high-value clients.
Facing a competitive landscape where digital credibility is a key differentiator, Robertson Morrison turned to 3.7 Designs for a comprehensive digital transformation.
Issues to Solve
- Low Search Visibility – The website wasn’t ranking for key industry terms, limiting its reach to potential commercial clients.
- Minimal Lead Generation – Lack of SEO and conversion optimization resulted in low engagement and few inquiries from organic traffic.
- Outdated Digital Presence – The website didn’t effectively communicate Robertson Morrison’s expertise in the commercial HVAC space.
- Competitive Market Pressure – Digital credibility was becoming a key differentiator, making it harder to stand out.
- Unclear User Journey – The site lacked a strategic flow to guide visitors toward inquiries and consultations.
Our Solution: A website overhaul with SEO-driven content and targeted digital marketing to boost visibility and generate high-value leads.
Discovery & Strategy
We conducted a thorough analysis of industry trends, competitors, and digital best practices to identify opportunities for Robertson Morrison to differentiate itself. This helped shape the strategic direction of the website and messaging.
Understanding Target Audiences
Through our Saturation Dive discovery process, we developed detailed customer personas. We identified who the decision-makers were, their pain points, motivations, and how they evaluate mechanical contractors.
Defining Business Objectives
We aligned Robertson Morrison’s digital goals with business priorities, ensuring that the new strategy would attract the right audience, generate leads, and drive measurable growth.
User Experience Design
Streamlining the User Experience
We restructured the site to prioritize commercial services, making it easier for visitors to find key offerings while de-emphasizing residential services.
Enhancing Credibility
To build trust, we incorporated case studies, testimonials, and industry affiliations, positioning Robertson Morrison as a leader in the space.
Improving Visual Engagement
A clean, modern design with clear calls-to-action and intuitive navigation ensured that users could easily engage with the brand and find what they needed.
Website Development
Developing a Flexible CMS
We built the website on WordPress using native custom blocks, ensuring it was easy to manage and scalable for future growth.
Optimizing for Performance
With a focus on fast load times and mobile responsiveness, we ensured the site delivered a seamless experience across all devices.
Integrating Lead Capture Tools
We implemented HubSpot forms and a case study manager to facilitate lead generation and business development.
Case Study Management System
We built a dynamic case study manager that makes it easy to showcase projects and build credibility with potential clients.
CRM Integrated Lead Forms
We integrated native WordPress forms with HubSpot so leads can be attributed, tracked, and closed without hassle.
Online Bill Payments
We added a secure online payment system so customers can pay invoices quickly and hassle-free right from the website.
Search Engine Optimization
We optimized the core service pages with high-intent keywords to improve organic rankings.
On-going SEO Management
Working in three-month SEO sprints, we focused on technical optimization, content development, and link-building to increase visibility.
Content Expansion
We created SEO-driven content briefs and blog strategies to improve ranking for industry-related search terms.
This resulted in a 133% increase in search visibility, a 100% increase in monthly leads, and 25 keywords ranking in the top ten spots.
Digital Advertising
We expanded the brand’s visibility through digital advertising, leveraging Google Ads for high-intent keyword searches and LinkedIn for an account-based marketing campaign where we pursued specific high-value prospects.
Precision LinkedIn Targeting
We used job title, company type, and industry segmentation to reach decision-makers at key general contracting firms.
Lead-Generating Ad Creatives
Our ad designs focused on driving clicks to landing pages and inquiry forms, maximizing engagement.
Performance Optimization
We continuously monitored and adjusted the campaigns to ensure the best return on ad spend and increase lead quality.
3.7 Designs completely transformed our digital presence, and the results speak for themselves. Our goal was to land on two new general contractor bid lists—thanks to their strategic approach, we secured four. Their team truly understood our industry, refining our website and SEO to position us as the go-to mechanical contractor in Southeast Michigan.
Eileen Johnson
Marketing Manager
Measurable Impact
Our digital strategy delivered tangible business growth, including:
123%
Increase in monthly traffic
Within six months (from 3,400 to 7,600 visits per month).
35%
Increased time on site
Signaling higher engagement and interest.
$30M
In sales opportunities generated
Successful placement on four major general contractors’ bid lists.
25
top 10 keyword placements
For highly competitive, local keywords.