Snapshot
Dalelis Plumbing & HVAC needed more than a visual redesign. The company had an outdated site, incomplete service coverage, and no dependable way to see whether visitors called, submitted a form, or found the business through organic search.
NOVA rebuilt the site in Webflow around service intent and implemented a five-part measurement stack. In the first ten days after conversion tracking went live, the system recorded 18 lead actions.
The business problem
The previous setup could not connect website activity to business action. Analytics properties had been created but were not producing usable data, conversion tracking was absent, Search Console was not connected, and there were no behavior recordings to diagnose friction.
For a local plumbing and HVAC company, that meant the website was an expense without an operating feedback loop.
What the work required
- Organize services around the way homeowners search.
- Create a clear path from urgent need to contact.
- Make calls, forms, search visibility, and on-site behavior measurable from launch.
Decisions and implementation
- Designed and built a new Webflow site with dedicated plumbing, HVAC, water-heater, and emergency-service paths.
- Developed page structure and copy around specific service intent rather than a generic services page.
- Created a clean GA4 property and Google Tag Manager container.
- Implemented form, phone-click, and call-tracking signals.
- Connected Google Search Console for query and landing-page data.
- Installed Microsoft Clarity for session recordings and behavior analysis.
Verified evidence
- 18 tracked lead actions in the first ten days after conversion tracking went live.
- Five connected measurement systems: GA4, Google Tag Manager, call tracking, Google Search Console, and Microsoft Clarity.
- A service-led Webflow information architecture that supports both local discovery and conversion measurement.
Measurement note
The 18 actions include tracked calls, form submissions, and related conversion events. They are not verified new customers, completed jobs, or revenue. The initial ten-day window demonstrates that the lead path became visible; longer-term business impact requires reconciliation with scheduling and customer records.
Skills demonstrated
- Web design and Webflow implementation
- Local-service information architecture
- Conversion-path design
- GA4 and Google Tag Manager setup
- Call and form tracking
- Search Console and behavior-analysis integration
What to test next
Reconcile tracked actions with qualified jobs, establish service-level conversion rates, use Search Console to prioritize local content, and use Clarity recordings to remove friction from the highest-intent pages.
