Client
Dalelis Plumbing & HVAC is a family-owned plumbing, heating, and air conditioning company based in Norwood, Massachusetts. They serve residential and commercial customers across metro west with services ranging from emergency plumbing to full HVAC installations.
The Challenge
Dalelis Plumbing & HVAC had an outdated website that wasn't generating leads and no way to measure whether their online presence was doing anything at all. When we started the engagement, the situation was stark:
- The website wasn't built to convert. The existing site didn't reflect the quality of the business, lacked dedicated service pages for each offering, and had no clear path from visitor to lead.
- No working analytics. Two previous GA4 properties had been created and abandoned, both with zero data. The site had broken, hardcoded tracking tags that weren't collecting anything useful.
- No conversion tracking. There was no way to know if website visitors were calling, filling out forms, or booking appointments. Leads were coming in, but the business had no idea which ones came from the website.
- No search performance data. Google Search Console wasn't connected. The business had no visibility into what people were searching for, what they were finding, or how the site appeared in search results.
- No behavior insights. No session recordings, no heatmaps, no understanding of how visitors interacted with the site or where they dropped off.
The business needed more than tracking fixes. It needed a complete digital rebuild.
What We Did
1. New Website
We designed and built a completely new website from scratch on Webflow. The site was structured around how homeowners actually search for plumbing and HVAC help, with dedicated service pages for every offering: emergency plumbing, fixture repair, water heater installation and repair, HVAC repair, installation, replacement, maintenance, heating, air conditioning, and more. Each page was written to target specific local search queries and give visitors a clear path to request service.
2. Analytics Foundation
We set up a clean GA4 property with the correct timezone and configuration, replacing two failed previous installations. We removed the broken hardcoded tracking tags that had been left on the old site and established GA4 as the single, reliable source of truth for website data.
3. Google Tag Manager
We built a GTM container from scratch and installed it on the site, giving the business a centralized, maintainable system for all tracking. The container included:
- GA4 configuration firing across all pages
- generate_lead event tracking form submissions
- phone_click event tracking calls from the website
For the first time, the business could see exactly how many leads the website was producing.
4. Microsoft Clarity
We installed Clarity for session recordings and behavior analytics, giving the business the ability to watch real visitor sessions, see where people click, scroll, and drop off, and identify UX issues before they cost leads.
5. Google Search Console
We connected and verified GSC, opening up search performance data for the first time. The business could now see which queries were bringing visitors, which pages were appearing in results, and where the opportunities were.
6. Content Strategy
We developed a comprehensive content map covering every service the business offers, organized by service category, search intent, and local keyword targets. The map covers plumbing, HVAC, water heater, and emergency service pages, each designed to capture the specific searches homeowners use when they need help.
The Results
From Zero Data to Full Visibility
Within the first full quarter of tracking, the analytics stack we built revealed how the website was actually performing:
- Organic search is the highest-quality traffic source, with an engagement rate more than double that of direct traffic. Visitors who find the site through Google are far more likely to explore service pages and reach the contact page.
- Service pages are working. Individual service pages like water heater repair, emergency plumbing, and heating services consistently showed engagement rates between 75% and 90%, confirming that visitors who land on specific service pages are serious about getting help.
- The contact page drives action. The contact page was the second most-visited page on the site with a 77% engagement rate, showing a clear path from discovery to lead.
Lead Tracking: Proving the Website Works
Within the first 10 days of conversion tracking being live, the system captured 18 lead events, including online scheduling requests, phone clicks, and click-to-call actions. Before our engagement, every one of those leads would have been invisible. The business would have had no way to attribute them to the website.
This data gave the business, for the first time, a concrete answer to the question: "Is our website actually generating business?"
Local Search Rankings: Already Competitive
Even before content optimization, Google Search Console data showed the site ranking for the exact queries a plumbing and HVAC company needs to own:
- Top 5 for "plumbers in norwood ma"
- Top 3 for "hvac norwood ma"
- Appearing in results for dozens of long-tail service queries across plumbing, heating, and water heater categories
- Thousands of search impressions per month across local service queries
The site was already being found. With the tracking in place, we could now see which queries were driving the most valuable traffic and optimize accordingly.
Clean User Experience Confirmed
Session recording data from Clarity confirmed that the website's user experience is clean:
- Near-zero rage clicks, meaning visitors aren't frustrated by broken or unresponsive elements
- Near-zero dead clicks, meaning interactive elements work as expected
- Low quick-back rates, meaning visitors aren't bouncing immediately after arriving
This baseline confirmed that the site doesn't have UX problems driving visitors away. The opportunity is in getting more of the right visitors to the site, not in fixing the experience once they arrive.
Why It Worked
Structure is strategy. A service business needs a website that mirrors how people search. Homeowners don't search for "plumbing services." They search for "water heater repair norwood" or "emergency plumber near me." Every service page we built targets a specific search query, which is why the site started ranking for local terms almost immediately after launch.
You can't optimize what you can't measure. The most common mistake we see with local service businesses is a website that looks fine but produces no data. Without analytics, there's no way to know if your marketing is working, which services are getting the most interest, or whether your website is generating leads or just collecting dust. We didn't just build a website. We built it with full measurement baked in from day one.
Conversion tracking changes the conversation. Before our engagement, "the website" was an expense. After, it's a lead source with measurable output. When a business owner can see that 18 leads came through the website in 10 days, the conversation shifts from "do we need a website" to "how do we get more from it."
Local SEO has a compounding advantage. A plumbing company in Norwood doesn't need to rank nationally. It needs to rank for "plumber near me" when someone in Norwood, Westwood, Walpole, or Canton has a burst pipe at 2 AM. The site architecture and content map we built target these exact scenarios, and every page strengthens the site's local authority.
What's Next
With the measurement foundation in place, the next phase focuses on growth:
- Executing the content map to build out service-specific pages optimized for local search
- Expanding blog content targeting common homeowner questions
- Optimizing existing service pages based on search performance data from GSC
- Using Clarity session recordings to identify and fix any conversion friction
- Tracking lead volume month over month to measure the impact of each optimization
The analytics infrastructure we built isn't just reporting on the present. It's the system that will prove the ROI of every future improvement.
