Carrier has been around for over 100 years and is a world leader in HVAC. We knew it would be important to carry that brand equity through to the new site since Carrier’s history of innovation is a big differentiator in their industry. In addition, we determined through competitor and consumer research that Carrier needed their new site to better target their core audiences, reflect an upcoming brand refresh, and offer an optimal mobile experience.
Our user experience, design, and development teams optimized flexibility in structure, design, and content presentation to transform an outdated website into a simple to use, easy to maintain, modern, fast, and dynamic resource highlighting Carrier’s value propositions, featuring an interactive product finder, and, ultimately, driving more sales.
Deliver a customized experience
With a deep understanding of user intent, competitor websites, and brand strategy, we built an immersive experience focused on a custom product builder that enables visitors to digitally construct an HVAC system personalized to their home. This innovative solution aligned with user intent to find a system that meets and exceeds their needs. It also served to position Carrier Residential as tech-forward and consumer-focused, ultimately driving more sales and leads.
Design for user intent
With a target audience that includes both homeowners and dealers, the Carrier website needs to deliver the most useful information to both segments. We developed a streamlined user experience enabling visitors to easily access robust content catering to their unique persona. We also made these resources and new educational tools easily discoverable to convert potential customers more quickly. This cohesive digital experience builds trust, authority, and authentic connections that help drive conversions.
Drive traffic through SEO
An immersive new website needs visitors to shine, so we developed a comprehensive SEO strategy to drive increased traffic to the site ahead of peak buying season. We consolidated 150 pages of duplicative content (which confuses Google) and created new glossary pages optimized for Google Quick Answers to educate and capture highly qualified potential customers. Thanks to deep keyword research and a robust strategy, organic traffic increased by 25 percent.