Heating & cooling · Vaughan · Redesign
Northline Mechanical
A twenty-year-old furnace and air conditioning company with a site that took six seconds to load and never appeared when people searched for emergency repair. We rebuilt it around the one thing that matters to them: the phone ringing.
Scope
Standard build — 9 pages, full SEO setup, service-area pages
Timeline
Discovery to launch in 3 weeks
Care plan
Growth — content updates, SEO monitoring, monthly report
The challenge
A good company with a site that got in the way.
Six seconds to first paint
The old site loaded a slider, three tracking scripts and a set of uncompressed photos before anything appeared. On a phone in a driveway, half the visitors were gone before the logo showed up.
No phone number above the fold
Their busiest job is a furnace that quit overnight. The number was in the footer, unlinked, and the contact form asked for eleven fields before it would send.
Invisible outside their own name
They ranked for "Northline Mechanical" and nothing else. Every service and every city they covered lived on one page, so search engines had nothing specific to show.
The owner's summary at the first call was that the site had cost real money four years earlier and had not produced a single call he could trace to it.
The approach
Strip it back, then build for the emergency call.
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Started from the call log
We read six months of job records before touching a design. Two thirds of the work was no-heat and no-cool emergencies within a twenty-minute drive. That decided the whole structure of the site.
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Rebuilt it as static pages
No page builder, no plugin stack. Hand-written HTML and CSS, images sized and compressed properly, fonts served from the same domain. The homepage now sends about 90KB before images.
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One page per service, one per city
Furnace repair, air conditioning, water heaters and duct work each got their own page with real detail. Four service-area pages cover Vaughan, Woodbridge, Maple and Concord with content that is genuinely different on each.
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Made the phone the point
A tappable number in the header on every page, a three-field form, and a plain line about after-hours calls. The old eleven-field form is gone.
We kept their domain, their existing page URLs where they had any traffic, and set up redirects for the rest so nothing they had earned was thrown away. More on how redesigns work.
The result
What changed after launch.
0.8s
Load time cut from 6.2s to 0.8s on a mid-range phone over 4G.
+40%
Bookings up 40% in three months against the same three months last year.
6
First page for six local searches, including furnace repair in two neighbouring cities.
The practical version: the phone rings during the first cold week of the season from people who have never heard of them, and the site loads before the call connects.
Before and after
Same business, rebuilt.
Drag the handle, or focus it and use the arrow keys.
Before
After
Since launch
Still on the plan.
Northline is on the Growth plan at $149 a month. That covers hosting, backups, monitoring and edits, plus seasonal content — a maintenance page before winter, a heat-pump rebate page when the rebates changed. Next up is a fifth service-area page and a short page for commercial rooftop work, which is the side of the business they want to grow.
Want the same for yours?
Tell us what you have and what it needs to do. We reply within one business day, and the first call is 20 minutes with no pitch.