Three Agencies Later: What Actually Moves Replacement Leads

If you've hired an SEO agency or two and watched the monthly report look busy while the estimate calendar stayed the same, you're not alone. A Seattle artificial turf installer came to Logic Inbound after three agencies. Turf isn't HVAC, but it is a big-ticket install that homeowners research for weeks before they call, which is exactly how system replacements sell.

What the first three agencies missed

The audit turned up the boring stuff that matters: thousands of outdated backlinks that did nothing, a slow site, no long-form content at all, keywords chosen for volume instead of value, and missing local pages. No amount of monthly blog posts fixes a foundation like that.

What changed

• Cleanup first. Old links out, a smaller set of strong ones in, speed and tags fixed.
• Long-form content. Pages that fully answer cost, options and process questions, the same questions a replacement shopper asks.
• Local pages. Real pages for the areas the company serves.
• Tracking. Calls and forms measured, so "working" meant leads, not rankings.

The result

From January 2020 to May 2021, monthly conversions went from 38 to 250. New users went from 517 to 1,552 a month, and the site came to rank for broad terms searched tens of thousands of times a month.

For an HVAC replacement shop

Your version of those long-form pages is "how much does a new HVAC system cost in [city]," "repair or replace," heat pump versus furnace, and financing. Each one should end with an easy way to book an in-home estimate. Read the case study, then see what we'd do first for replacement-focused shops.