AIMG recently launched the completed new content management system (CMS) website it developed and designed for the local small business First Choice Mechanical, HVAC contractors serving New York City and surrounding areas since 2001.
“First Choice Mechanical is a local small business with a strong reputation within both the residential and commercial markets, including industrial, institutional and municipal clients as well,” said Joe DeMicco, Founder & CEO of AIMG. “When First Choice Mechanical came to us, their company’s website was an on-demand content management system website package that forced them to fit their business to the tool as opposed to the tool fitting their business. As a result, it neither accurately represented their services or professionalism nor did it provide the business leads they desired. The clients realized we needed to start from the beginning to ensure they got a website solution that worked effectively to bring them measurable business results.”
Working closely with the clients, AIMG developed and designed a custom branded content management system that allows them to add, edit and update content in real time to keep the site relevant to the current interests of each one of their diverse target market groups. “One of the items important to the client was having the ability to take helpful articles available from their professional organization and add them to their site,” said Craig Bickford, Sr. Project Manager for AIMG. “We took the articles they had posted on their old site, gave them a new layout and design, composed intro text and a call-to-action, and then added a link to each one from the web page where it would be most relevant to the reader. In essence, we gave them a format to follow for adding new articles in the future.”
AIMG also developed original content for the landing and internal web pages of the site, providing both copywriting and digital image services. “There were many considerations when developing the content for the site,” said Patricia Sonego, Sr. Copywriter for AIMG. “Our goal was to present content that was original and relevant to each target market group so that it worked effectively to attract the right audience, engage them, and convince them to contact the company by responding to the call-to-action. For example, Residential and Commercial customers may need the same kind of services but their understanding of their HVAC issues and how they may express those issues is very different. It was important that the copy match their understanding and incorporate language that would be familiar to them. As a result, the copy is optimized for both search and conversion, satisfying the indexing needs of the search engines and the unique needs of the real people looking for service.”
To allow the clients to take advantage of seasonal business opportunities while the site was in development, AIMG developed and managed a targeted pay-per-click Google AdWords campaign, including keyword research, landing page development, account set-up and bid management. Website tracking was integrated to facilitate on-going maintenance and updates by allowing the clients to track and report on all website activity, including inbound traffic resulting from multi-lateral offline and online marketing and advertising initiatives.
To learn more about First Choice Mechanical, visit www.firstchoicemech.com.
AIMG is a full service marketing agency offering comprehensive services for business development and promotion online and offline. Among the many services offered is the development of custom web applications to fulfill any number of administrative, marketing, branding and business needs including custom content management systems optimized for search and conversion.