Comfort Systems USA Southwest

Comfort Systems USA Southwest is a leading provider of mechanical, electrical and plumbing building systems. But in a marketplace where there is little to no consumer-facing differentiation within the industry, a solid brand position, prioritization of target industry verticals and clarification of a meaningful difference was essential to establishing Comfort Systems as the leading commercial HVAC product and service provider within the region – especially during the pandemic.

Beginning with primary and secondary research, including one-on-one executive interviews with current/past customers, as well as prospects in the Building Services and Construction divisions, Commit then led Comfort Systems’ stakeholders through the Brand Definition process. Armed with this deeper understanding of who the company was, we went on to clarify their brand positioning with a focus on their meaningful difference. By understanding what they do, how they do it and, most importantly, why they do what they do, Commit was able to create a new website that truly stood out from the competition. The updated visual style and easy to understand story brought the modern brand to life. The implementation of streamline UI/UX, SEO optimization and simplified navigation also produced the industry-leading prospective leads funnel Comfort Systems needed to achieve their goals.

By leading with strategy and a freshly defined brand, Comfort Systems USA Southwest’s website met AA ADA standards for accessibility, improved visibility of project portfolio, increased web traffic by 61% compared to the previous period, saw a 90% bump in direct traffic and a 128% improvement in organic traffic – all within 30 days of launch.