Case Study: Shumate Mechanical

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Client Name: Shumate Mechanical
Project Type: Web Presence, CMS and SEO

Project Overview

The Shumate Mechanical project was a rebirth of an HVAC company that was 25 years in the making.

We built a new website, set them up with a Content Management System and a blog and launched a full scale Search Engine Optimization and Adwords campaign that changed everything for this Atlanta company.

The results are some that we are most proud to have been a part of .

Business Need

Shumate Mechanical had been servicing residential and commercial customers in the Atlanta market for over 25 years.

They were managing an internally built and dated website with an IT staff and were beginning to feel their status in the marketplace was suffering with competitors outranking them in the search engines for almost all related terms they were interested in.

Historically, the company had generated business through expensive radio ads and billboards, yellow pages and local newspaper ads, but they knew it was time to capture search traffic for this highly competitive market with thousands of daily searches.

The PB&J Interactive Solution

We started with the research of the marketplace and of the larger competitors in the HVAC space.   The strategy developed involved a complete rebuild of the existing corporate website on the WordPress platform.

This would allow simple, web based management of all of the online content, multiple users and permissions and the development of an official company blog.

A custom design that Shumate had created by an outside firm was used and PB&J Interactive handled coding the site out to be a cross-browser compatible and work on all modern devices.

Once the development of the site was completed PB&J Interactive developed and executed an in-depth SEO campaign, guest blogging, press releases and fresh original content targeting 34 different HVAC related terms in the Atlanta Area.

In addition we created a campaign of paid ads through Google’s Adwords platform for the most relevant terms. Utilizing the new content that was being generated for the SEO campaign we were able to optimize landing pages for the Adwords campaign generating high quality scores and lower ad overall ad cost.


Monthly meetings were established with all members of  management and marketing to educate the staff on the strategies being utilized and their effect on the organic rankings.

Within 30 days Shumate was in the top three for all Adwords ads and generating phone calls and inquiries within 19 days.

Within three months, Shumate was ranking on the first page for 65% of the terms being targeted.  Within 6 months the rankings included all of the targeted terms being in the top five results organically.

By the end of the 12 month campaign all terms targeted were dominated by the Shumate Mechanical Brand.

More than seven figures were added to the bottom line for Shumate in 12 months and they dominate local HVAC rankings.