Case 01 · HVAC · Tampa, FL · 184-page authority site · 2025
From 12 pages to map pack #2 in 60 days.
A residential HVAC operator with the standard 2014-template site — twelve pages of “Our Services / About Us / Contact” — was watching newer competitors take the map pack and the phone calls that came with it. We rebuilt the site as a 184-page topical authority cluster covering every service × neighbourhood × emergency-vs-maintenance combination Tampa homeowners actually search for. Organic traffic climbed +312% in ninety days; the map-pack position followed.
Bayshore HVAC · Verified outcomes · 2025
Starting state
A real business with a website from a different decade.
Forty-seven staff. Two trucks for every neighbourhood. Decades of word-of-mouth referrals. And a website that looked like every other HVAC site in the Tampa area: a slider hero, a “Services” page with five bullet points, an “About Us” page about values, and a contact form. Twelve pages total. The phone still rang, but the map pack had quietly moved on — two newer operators with bigger sites were now showing up where this client used to be.
The owner emailed us after a competitor’s site came up on a screen in his service manager’s office during a tense conversation about flat leads. “I’m not going to lose to that,” is roughly how the conversation started. He didn’t want a brand overhaul; he wanted to be findable on Google for the specific things people in his service area type in.
The diagnosis: twelve pages competing with one-eighty.
The two competitors out-ranking the client weren’t running better SEO — they had hundreds of pages. Service × neighbourhood × intent: “AC repair Brandon,” “emergency furnace Wesley Chapel,” “ductwork inspection Tampa Heights.” Each one a real search, each one a page that picked it up. Our client had none of them. They had “Services” and “About Us.”
So the brief was simple to state and hard to do: build the cluster they should have had three years earlier — and do it inside their operating budget and timeline.
What we shipped
A 184-page authority cluster in 14 days.
The cluster shape
Days 1–3- SERP-analysed every viable combination of service × neighbourhood × emergency/maintenance for the service area. Scored each on volume, intent, and difficulty.
- Picked the top ~60 head & mid-tail terms as pillar / supporting pages; rolled the long-tail into FAQ pages under each pillar.
A real visual identity, not another HVAC template
Days 3–7- Custom theme: typography, palette, photography direction tuned for residential service in the Tampa golden-hour aesthetic.
- Block patterns for every section type — homepage, service page, neighbourhood page, FAQ, contact — so future pages add themselves to the system.
184 pages, voice-consistent
Days 7–12- Pillar pages (the head terms — “AC repair Tampa,” “furnace replacement Tampa”) at ~3,000 words each. Supporting and FAQ pages slotted under them.
- Real local detail per neighbourhood: response times, common issues, recent jobs, named landmarks. No “[city]” find-and-replace.
Speed, schema, redirects
Days 12–14- Lighthouse 95+ on every template. Schema on every page (LocalBusiness, Service, FAQPage). Sitemap submitted day one.
- 301s for the 12 old pages, no downtime, ranking equity preserved.
What the owner said
“The phone’s been ringing for service areas we used to lose.”
The +312% organic-traffic figure is the headline number; the operational one was a backlog problem the service manager started having two months in. The booking system showed inbound calls increasingly tagged to neighbourhoods that the previous twelve-page site had never ranked for — “Brandon,” “Wesley Chapel,” “Riverview.” It wasn’t more leads from the same searches; it was new leads from searches that had never reached this business before.
By day ninety the site was sitting in map-pack position two for the head term — a position the owner had assumed was permanently held by one of the newer competitors. None of the work involved Google Business Profile optimisation or paid ads. The cluster was the entire intervention.
What “a build like this” looks like
If your situation rhymes with this. Here’s what to expect.
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An HVAC, plumbing, roofing, or other home-services operator with a ten- or twelve-page site that hasn’t been touched in years. The phone still rings — but you can see it slipping.
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A service area with at least 5–8 distinct neighbourhoods or sub-metros people actually search by name. The cluster shape only works if those searches exist.
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03
Real local detail you can describe — response times, recent jobs, named landmarks, the differences between neighbourhoods. We do the writing; we need you to be reachable for ten minutes’ worth of fact-checking per pillar.
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04
$3,000–$8,000 build depending on scope, 14-day delivery, and a ~60-day window before ranking movement is meaningful. The map pack moves last; organic ranks move first.
If two of those land, the playbook applies. Email us your URL and we’ll send back a free five-minute Loom on what we’d actually do.
More like this
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Q2 capacity · 4 builds · 2 slots remaining
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Send us your URL, your metro, and your service area. We’ll send back a free 5-minute Loom — what we’d ship in week one, what the cluster shape would look like, and what it would cost.