Complete Website Redesign — From Outdated to Conversion Machine
An outdated, slow website rebuilt into a fast, mobile-first, conversion-focused platform that tripled inbound calls.
Overview
Summit HVAC Co. is an established HVAC service company in Austin, TX with 8+ years of experience. They had a website, but it was built in 2016, looked outdated, loaded slowly, and wasn't designed to convert visitors into calls. I was brought in to completely redesign and rebuild the site from scratch using WordPress and Elementor Pro — with SEO structure and conversion optimization built in from day one.
The Challenge
Slow Website Performance
The site loaded in 6.2 seconds on mobile. Large unoptimized images, heavy plugins, and no caching configuration meant visitors left before the page finished rendering. This killed both user experience and search rankings.
Outdated, Generic Design
The design looked like a template from 2016 — no visual hierarchy, inconsistent typography, and a color scheme that didn't match the brand. It failed to create trust. Visitors couldn't quickly tell what services were offered or why this company was the right choice.
Poor User Experience
Navigation was confusing. Service pages were buried two levels deep. The contact page had a long form with no click-to-call option. On mobile, text was unreadable and buttons were too small to tap. 68% of mobile visitors bounced.
Strategy
Before designing anything, I audited the existing site to understand what was working and what wasn't. I analyzed the target audience (homeowners needing emergency HVAC repair), mapped the user journey from search to call, reviewed 5 competitor websites to identify visual and UX gaps, and ran a full technical audit (PageSpeed, Core Web Vitals, mobile usability). The key finding: the business was losing qualified traffic not because of traffic volume, but because the site actively repelled visitors through slow load times, poor mobile experience, and no clear path to contact.
Research & Audit
Full technical, content, and competitor analysis to identify gaps.
UX Structure & Design
Information architecture, wireframes, and visual direction.
Build & SEO
WordPress/Elementor build with SEO-ready structure from day one.
Launch & Optimize
Testing, speed validation, and conversion optimization.
What We Built
Website Strategy
I planned the site around the user journey: a homeowner searches 'AC repair near me', lands on the site, and needs to call within 30 seconds. Every design decision served this path.
- Target audience: homeowners 30-65, emergency + scheduled service
- Primary action: click-to-call
- Secondary action: request quote form
- Service structure: Repair, Installation, Maintenance, Emergency
New Design Direction
I built a modern, professional design system with a clear visual hierarchy. The brand color (deep blue with green accents) was applied consistently. Typography was upgraded to a clean sans-serif pair. Service cards used bold icons and clear headings. Every section had breathing room.
- Improved visual hierarchy with above-fold CTA
- Consistent color system and typography
- Professional project imagery and trust badges
- Strategic CTA placement (sticky header + section-end)
Website Architecture
I created a flat, SEO-friendly structure: Homepage → Service Pages (AC Repair, Heating, Installation, Maintenance) → Location Pages → Contact. Each service page targeted specific keywords and had its own CTA. No page was more than 2 clicks from the homepage.
Mobile Experience
Built mobile-first. Touch-friendly buttons (min 44px), readable typography (16px+ body), simplified navigation with a slide-out menu, and a sticky click-to-call bar visible at all times on mobile.
- Responsive layouts tested on 6 device sizes
- Sticky click-to-call header on mobile
- Readable typography (16px+ body)
- Touch-friendly buttons and forms
Technical SEO Foundation
The site shipped with LocalBusiness + Service schema, FAQ schema, optimized meta titles/descriptions, auto-generated XML sitemap, and Core Web Vitals tuned to pass (LCP < 2.5s, CLS < 0.1).
Before & After
New Website
Old WebsiteDrag the slider to compare the old and new website designs
1.9 seconds
Modern, branded
Fully responsive
3.2%
Results
Performance
Load time dropped from 6.2s to 1.9s. Mobile PageSpeed score went from 45 to 95. Core Web Vitals passed on all metrics. The site now loads before most competitors' pages even start rendering.
User Experience
Mobile bounce rate dropped from 68% to 32%. Average time on page increased from 28s to 1m 45s. Visitors now explore multiple service pages instead of leaving immediately.
Conversions
Call volume increased 340% within 90 days of launch. The click-to-call button accounts for 60% of conversions. The contact form, now simplified to 3 fields, converts at 3.2% (up from 0.8%).
Client Feedback
"We went from 3–4 calls a week to 20+. Zeeshan rebuilt our website from scratch and it loads instantly. The click-to-call button alone changed our business."
Want Results Like This for Your Business?
I'll analyze your website and show you exactly what's holding it back — no obligation, no fluff.