The Challenge
Lane Refrigeration serves industrial, commercial and residential clients across the Niagara Region with certified, licensed technicians and more than 10 years in the field. Online, none of that existed. There was no site worth ranking, no service pages, no location coverage, and no way for a restaurant owner with a failed walk-in cooler at 11pm to find them.
Refrigeration and HVAC work is urgent and local. If you are not in the map pack or the first few organic results, the job goes to whoever is.
Goals We Set Together
- A real website: Build a fast, credible site that reflects the quality of the field work.
- Local visibility: Rank for refrigeration and HVAC searches across Niagara Region towns.
- Emergency capture: Make 24/7 service obvious and one tap away on mobile.
- Lead flow: Turn quote requests into a steady channel instead of relying on referrals.
- Trust signals: Surface certifications, licensing, brands serviced and Google reviews above the fold.
Our Approach
We treated the site as a lead engine, not a brochure. Every page exists to answer a search and produce a call or a quote request.
1. Website Design and Build
Designed and shipped lanerefrigeration.ca with a mobile-first layout, phone number and email in the top bar, and a Request a Quote action in the hero. Pages load fast on job-site connections and stay readable in daylight on a phone.
2. Service Architecture
Split the offering into industrial, commercial and residential refrigeration HVAC, each with its own page, its own keywords and its own quote path. Added a Brands We Work With band covering Carrier, Trane, Ruud and York so searches by brand land on a relevant page.
3. Local SEO Across the Niagara Region
Local search is won on structure and consistency:
- Where We Work pages: Individual pages for the towns Lane actually services, written for people, not for a template.
- Schema and NAP: LocalBusiness and Service schema, plus consistent name, address and phone across the site and Google Business Profile.
- Review proof: 5.0 Google rating shown in the hero so the first impression is social proof.
- Blog: Practical maintenance and troubleshooting content that captures early-stage searches.
4. Conversion Details
Click-to-call on every mobile screen, a short quote form that does not ask for anything unnecessary, and emergency availability stated as a fact rather than buried in a footer.
What We Built
- Custom website: lanerefrigeration.ca, mobile-first, fast, accessible.
- Service pages: Industrial, commercial and residential refrigeration HVAC.
- Service-area pages: Niagara Region coverage built for local search.
- Local SEO foundation: Schema, NAP consistency, Google Business Profile alignment.
- Lead capture: Quote forms, click-to-call, 24/7 emergency messaging.
The Results
| Metric | Before | After |
|---|---|---|
| Web presence | No usable website | lanerefrigeration.ca, built and live |
| Local search | Invisible in Niagara Region results | Ranking service and location pages |
| Lead source | Referrals and word of mouth | Search-driven calls and quote requests |
| Mobile experience | None | Click-to-call on every screen |
Live
New site at lanerefrigeration.ca
Niagara
Region-wide local search coverage
24/7
Emergency leads captured from search
“People find us on Google now instead of asking around. The phone rings from the website, which never happened before.”
