Net Results: CroppMetcalfe Services Inc.Company Name: CroppMetcalfe Services Inc.

President: Tim Cropp

Annual Cost: $2,000

Tim Cropp’s Goals: After visiting our website, we want customers to recognize CroppMetcalfe is a professional service provider and an expert in any of our fields. We want to emphasize we are a company who is easy to do business with. We have organized the content so that it is readily available, should a visitor want a lot of detailed information, while making sure the sheer amount of content doesn’t block the user from easily contacting us or interacting with the site. Sometimes a customer wants to learn more details about the products and services we offer; sometimes they just want to get our phone number. Our website makes it easy to do both. We really like how flexible and scalable the admin system is for the website. Almost the entire website can be changed or updated by our marketing team, without having to worry about long lag times from waiting on a website host. This makes it very easy to keep the site fresh and updated with relevant information for the visitor and potential customer.

Professional Opinion:

Overall score: 85

CroppMetcalfe’s website gets a find-ability score of 80. They have unique, content-rich pages for individual services as well as for their different geographic service areas, and all of their pages have title tags.

I would give an 80 for accessibility and content. It features the phone number in the top-right corner of the site, which is one of the places you expect to find it. However, they don’t have the phone number repeated in the footer. The site is also clean and easy to navigate, but they might benefit from a different setup for their banners and sub-banners. If someone enters the site via the homepage, which happens less and less frequently these days, they may not recognize HVAC as a large part of CroppMetcalfe’s business.

I give them a 95 for identity and trust. Unlike some of the other site’s I’ve analyzed, I live in CroppMetcalfe’s service area. As a result, I know that they are a pretty well-established brand in the Washington, D.C., market. They are a sponsor of the Washington Redskins and the Washington Nationals, so that helps them gain recognition.

In terms of their website, I think that the prominent logos — the ACCA Contractors of the Year, the National Contractor of the Year, and the fact that they’ve been in business for 35 years — indicate that they are a trustworthy and reliable company.

— Ben Landers, president and CEO, Blue Corona

Publication date: 4/14/2014

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