Online Brochure Transformed Into Lead Conversion Machine

Client Case Study


Warner Service, located in Frederick, Maryland, has provided commercial and residential customers across the region with outstanding HVAC and plumbing services and products for 80 years and counting.

Warner Service partnered with Illumine8 Marketing & PR to redesign their website. The goal was to transform their online presence from a digital brochure to a highly integrated, customer responsive, dynamic lead generation and conversion platform. In conjunction with the website redesign, Illumine8 also created and implemented a new marketing and content strategy that was fully integrated with the new website redesign.

600%

600% increase in website contacts over a one-year period

26%

26% conversion rate on 12 premium content offers

66.14%

66.14% conversion rate on client satisfaction survey

The Challenge


Warner Service had built a highly successful business on their very strong reputation, which led to a steady stream of word-of-mouth referrals and sales. Moving the existing website infrastructure to a new platform, integrating the new marketing and content strategy into the site map, and building SEO equity from scratch through a new content campaign were a few of the challenges facing the collaboration.

“The Illumine8 Marketing & PR team did a fantastic job building a more dynamic and responsive website for us. What's more, they seamlessly integrated a more systematic marketing and content strategy blogs, surveys, videos, trade show displays - along with the new website design and capabilities. The results speak for themselves. We truly value our partnership.”

-Barry Shirey, General Manager

The Process


The Illumine8 team conducted in-depth discovery sessions with the Warner core team to identify their website, marketing, and content pain points and goals. In addition, Illumine8 met with Warner team members to obtain a stronger understanding of their residential and commercial customers to inform the marketing and content strategy.

Illumine8 met with Warner team members to obtain a stronger understanding of their residential and commercial customers to inform the marketing and content strategy.

The technical team then constructed a detailed site map and managed the back end transition to the HubSpot COS platform. The respective marketing and content teams then developed, implemented, and tracked the new engagement-focused strategy, streamlining Warner leadership’s involvement so that approvals were secured but their time was protected.

The Results


The website redesign resulted in a dramatic increase in website lead and customer engagement. Contacts through the website were 6x higher (from 14 to 230), year-over-year, and content offer conversions skyrocketed (12 content offers yielded 561 submissions/26 percent conversion rate).

Built with future growth and adaptability in mind, Warner’s website continues to produce leads and conversions, while the content strategy has improved SEO performance and nurtured both new leads and existing customers along the sales pipeline.