Company Name: Jerry Kelly Heating & Air Conditioning

Marketing Director: Bethany DeLaurencio

Website Address: www.jerrykelly.com

Annual Cost: Approximately $46,000 per year

DeLaurencio’s Take: Our site is brand new as of Nov. 25, 2014. We have had minimal customer feedback at this point, since we have been live such a short amount of time, but, so far, we have only heard good things. I really like that our site is not only aesthetically pleasing, but it also ranks well in SEO. It’s not easy to have a site do both.

Professional Opinion: Overall score: 91

JerryKelly.com ranks extremely well, indicating a sustained investment in search engine optimization (SEO), a responsive design that’s easy to navigate and content-rich, and enough trust that a consumer would have little or no hesitation about entering his or her credit card information and submitting it online. The site could benefit from moving its social media icons out of its header, testing some stronger calls-to-action, and from putting its phone number in the top-right corner of the site versus the top-left, where it sits today.

For findability, I’d give Jerry Kelly a 97. Very few consumers venture past the first page of search results when looking for an HVACR contractor. For a set of about 900 geographically targeted, service-specific keywords, the site ranks on the first page of Google almost 75 percent of the time. JerryKelly.com is in the top spot almost 22 percent of the time, making it one of the best sites I’ve analyzed as part of this column.

I would give Jerry Kelly an 82 for accessibility and content. The site is easy to navigate and is built on a responsive framework, which means it automatically adjusts to accommodate visitors — regardless of whether they’re using a desktop computer, laptop, tablet, or smartphone. The site earns extra points for having its geographic service area clearly defined and for being filled with frequently updated content. The one downside of responsive designs, and JerryKelly.com suffers from this, is that without significant optimizations, they can be slow to load.

In the identity and trust category, JerryKelly.com gets a score of 95. The site earns big points for its entire About Us section, where it personalizes things by showing every member of its leadership team (with a brief bio for each), articulates company core values, and communicates awards it has won and how it gives back to the local community. The site also gets high marks for prominently displaying its financing offer, having easy access to testimonials, and showcasing strong business-related affiliations on their home page. The site could boost its trust even higher by displaying accepted credit card logos and other practically standard industry trust builders above the fold (so visitors can see them without scrolling down).— Ben Landers, president and CEO, Blue Corona

Publication date: 12/22/2014

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