The HVAC company drowning in city pages

The HVAC company drowning in city pages

Meet an HVAC company in greater Sacramento. Forty city landing pages, built by a previous agency. Forty near-identical templates, town names swapped in. None ranked.

The theory had been scale: a page per city, cast a wide net. In practice Google saw forty thin doorway pages and quietly ignored the lot.

We argued for the opposite — fewer pages, hyperlocal depth. We killed thirty of the forty and rebuilt the surviving ten around real neighborhood detail: the specific heat-pump rebates in that county, the older housing stock in that zip, jobs done on named streets, photos with recognizable backdrops.

Three weeks in, the cull looked reckless. Traffic dipped before it climbed.

Then the ten survivors started ranking, each one for its own town, because each one finally read like it belonged there. Organic leads went from a trickle to 31 a month, and the pack visibility followed.

The lesson: ten pages that prove local knowledge beat forty that fake it. Volume is a tactic for thin niches; for local, depth per page wins. When in doubt, delete the doorways and double the detail on what's left.