One voice for a Midwest home services group

The challenge

After a run of acquisitions, dozens of local HVAC, plumbing, and electrical brands came under one roof. Each had its own voice, its own website, and its own way of showing up in search. Customers needed every one of them to feel local and trustworthy. The business needed them to grow without each one reinventing marketing from scratch.

What I did

• Defined unified brand and voice standards across the group, then built individual style guides so each brand keeps its own personality at scale.
• Lead enterprise SEO and content strategy: audits, keyword research, technical fixes, and competitive analysis across every brand.
• Oversee paid search, managing external agencies and deciding where budget goes by channel.
• Design multi-brand campaigns that strengthen local search and reduce reliance on paid media.

Results

• 40.5% more Google Business Profile leads year over year.
• 46% lift in bookings and 53% more completed jobs from those leads.
• 6.7% more website-driven leads year over year, with booking rate up to 41.1%.
• A key role in two successful company sales, supporting due diligence with performance reporting and digital infrastructure work.