Nay did an amazing job know. He was really patient. He got the work done the way. I told him and he was just on Point with the website. Pretty straightforward process. No going around the bush. He just did amazing work and I would 100% recommend.
View on GoogleCase study · Atlanta, GA · Residential HVAC
This Atlanta Contractor's HVAC Website Design Mistakenly Pointed to London
Ruben Mederos runs HyperTemp Solutions out of Atlanta. Ten years in the trade, owner-operated, no subs. The HVAC work is real, and his Instagram shows it. The website was something else. A $300 WordPress template loaded with somebody else's demo content. So this is the teardown, line by line, and what we built to replace it.
Google PageSpeed Insights · before / after · mobile
Performance
52 90
Accessibility
90 100
SEO
77 100
Best Practices
100 100
Same domain, same audit conditions. The only thing that changed between the two columns is the website.
The contractor
Who Ruben is, and what the website was doing while he wasn't looking.
Ruben Mederos has been running HVAC in Atlanta for ten years. Owner-operated. No subs. He shows up himself, and if a job needs another set of hands he calls them in. His Instagram is the record of the work. The same blue HyperTemp truck on driveways across his service area, photos posted from the field, the kind of feed where you can tell the job is happening. The trade is real.
The website was the part that wasn't. Somewhere along the way Ruben paid $300 for a WordPress template called BuildPress. Five pages, a footer, somebody else's demo content underneath. The kind of site you buy when you've spent a decade on tools and zero hours reading theme code.
So pull it up on a phone, the way a homeowner would. Open the contact page. Tap the map.
The map points to London.
Not a metaphor. The pin sits on the London Eye, four thousand miles east of any AC unit Ruben has ever touched. A homeowner in Smyrna or Powder Springs clicking "Get directions" was being routed across the Atlantic for an emergency AC repair.
And once you're looking, the rest of the receipts roll out. Two phone numbers on different pages, neither labeled. A testimonials section quoting a company called CoolAir Pros. A homepage with no phone number on it at all. A footer crediting BuildPress and dating itself to 1896. A heading on the homepage that reads "Elementor full width imageOn-Time Scheduling," verbatim, because nobody opened the editor before publishing. A header email with the "L" missing from "solution."
What's broken here is the website. The trade is solid, the decade is real.
The $300 contractor template economy is a volume business. One set of demo copy gets sold to thousands of HVAC, plumbing, roofing, and pest control sites at once. Ruben paid the asking price and got what the asking price buys. Then he ran an HVAC company on top of it, hoping the pages held up while he was on a roof in Hiram or under a condenser in Powder Springs.
Ten years on the tools, sitting behind a storefront that doesn't match the work. A trade behind a sign that points the wrong way.
The before
What was on the site
Before the rebuild started, we did what we do for every audit: pulled the site up on a phone, tried the number, followed the CTAs, read the footer, checked the map. And here's what came back from the site that was supposed to greet a homeowner expecting a working HVAC company.
A note before the list: none of this is Ruben's fault. He paid $300 to someone who said they built websites. And he runs a crew. So he doesn't read theme code at midnight. But the $300 contractor template economy is a volume business. Themes ship loaded with placeholder content because that's the math. One set of demo copy gets sold to thousands of HVAC, plumbing, roofing, and pest control sites at once. The receipts below are what happens when the person installing it doesn't read what they're installing.
- 01
The contact map pointed to London.
Not a metaphor. The map embedded on the contact page was pinned to the London Eye in London, England. A homeowner in Smyrna clicking "Get directions" was being invited to drive 4,200 miles for an emergency AC repair.
- 02
The testimonials were for a different company.
The reviews section quoted "Marcus L" of Atlanta, who said: "CoolAir Pros helped me out fast with emergency AC service." So a homeowner reading testimonials on HyperTemp's website was being told how good a company called CoolAir Pros is.
- 03
The phone number wasn't on the homepage.
And the two CTAs that were on the homepage, "Get Quote" and "See services," both went to forms. So the highest-intent visitor, the one who wanted to call right now in 95-degree heat, had nowhere to click.
- 04
There were two phone numbers.
Both lived on separate pages, neither labeled. The About page listed
4045769541, and the Contact page listed1-(762) 390-0736. So a customer who saved one had no way of knowing the other existed, or which one would be answered. - 05
The footer copyright said 1896.
Verbatim:
© 1896 – 2023 BuildPress, LCC.A 130-year copyright on a ten-year-old HVAC business, crediting the theme vendor instead of the company. And "LCC," a typo for "LLC," sitting in the footer of every page. - 06
The page heading still said "Elementor full width image".
Verbatim from the live homepage:
Elementor full width imageOn-Time Scheduling. And that's the kind of string that exists when someone publishes a template without opening the editor first. - 07
The footer linked to "Brochure Box."
Plus "Extras," "Shortcodes," and "Tables." Demo links from the theme's documentation site, never replaced with anything HVAC-related. So none of them described a service Ruben performs.
- 08
The header email was misspelled.
Hypertempsoutioninvest.com. The intended address contained the word "solution." The version in the header dropped the "L." Anyone clicking it from the top of the page was emailing nobody.
Designer credit on the original site: Isaac dezigns. The "z" is the designer's stylization, not a typo. So the teardown above is about the BuildPress WordPress theme and the demo content shipped inside it, not the design credit itself.
Google's read
What PageSpeed Insights said
Pull the old site up in PageSpeed Insights and the diagnostic was already there. Performance 52 on mobile. Accessibility 90. SEO 77. Best Practices 100.
The Best Practices score is the tell. It was at 100. So the template's code was technically clean. Google saw a well-formed WordPress install. What dragged the SEO score to 77 and the Performance score to 52 was everything Ruben couldn't see from the editor view — the demo headings, the placeholder content, the misspelled email, the receipts above.
Performance at 52 is the cost of running a five-page WordPress template on a residential HVAC site that's mostly visited from a phone. SEO for HVAC contractors is downstream of that. And Google can't rank what users won't wait for.
Old site, mobile audit
- Performance52
- Accessibility90
- Best Practices100
- SEO77
The build
What we changed
The new site lives at hypertemphvac.services. It's a single-page HVAC landing page on its own domain, with one phone number that stays sticky as you scroll. The build runs on Astro and ships from Cloudflare.
Ruben didn't need five pages. He needed one that worked. So the entire HVAC website design is a set of decisions in service of one job: answering the phone for a homeowner who's already searching.
- One page, not five. A homeowner with a broken AC in July does not need a four-level navigation. They need a number, a service list, a service area, and proof.
- One phone number, sticky, tap-to-call. Replacing the old site's two unlabeled numbers and the missing-from-homepage problem. So the call is one tap from any scroll position, and there's no ambiguity about which line to dial.
- Real visuals from real jobs. Photos came directly from Ruben, taken on his own installs in his own customers' driveways. The videos came from his @hypertemp_hvac reels. No stock photography anywhere on the site, because that's the only honest way to show the work.
- Service area lists actual cities. Dallas. Hiram. Powder Springs. Villa Rica. Rockmart. Austell. Smyrna. The cities Ruben drives to in a real week, so the homeowner reading from one of them sees their town on the page.
- Contact map repinned to Atlanta. Replacing the London Eye pin from the BuildPress demo. So "Get directions" routes a Smyrna homeowner to a Smyrna address, not to the South Bank of the Thames.
The after
What changed, line by line
Performance (mobile) 52 90
Accessibility 90 100
Best Practices 100 100
SEO 77 100
Pages 5 1
Phone numbers on site 2 (mismatched) 1 (sticky, tap-to-call)
Map location London Eye, UK Atlanta metro
Photos & video Stock + theme demos Ruben's job photos + IG reels
Testimonial company "CoolAir Pros" HyperTemp (linked to Google)
The lesson
What dedicated HVAC website design covers that a template can't
The HyperTemp rebuild is the proof of a thesis that's hard to argue with once you've seen the receipts. A $300 HVAC website template is a starting point dressed up as a finished product. It loads. It looks fine in a browser preview. And then it ships with eight things on it that a homeowner in a real service area will never forgive.
Dedicated HVAC website design is the work that happens after a template would have called it done. Six things separate the two.
-
Real local proof.
The template ships with a London map pin and a Marcus L. testimonial for a company called CoolAir Pros. Dedicated work pulls the map pin to the actual service address, sources testimonials from real customers, and shows photos from real jobs in real driveways. None of that happens by default.
-
A conversion path designed for HVAC intent.
A homeowner searching at 2 a.m. with a broken AC isn't the same shopper as someone browsing a landscaping portfolio. The template treats them like the same shopper. Dedicated HVAC web design puts the phone number first, builds the call as a one-tap action from any scroll position, and saves forms for the visitors who want a written quote.
-
An HVAC-specific performance budget.
The BuildPress install scored 52 on mobile Performance because WordPress, Elementor, and an unoptimized theme are heavy by default. An HVAC landing page built specifically for the trade can be designed to a performance budget where image sizes, fonts, scripts, and third-party tools are all chosen to land at 90+ on mobile. Because a homeowner with a dead AC won't wait four seconds for a page to load.
-
Optimize HVAC website for local search.
"Emergency HVAC near me" and "AC repair Smyrna" are different queries with different intent. The page has to name the actual cities served, include the right behind-the-scenes code so Google knows those service areas, and run a Google Business Profile that lists the same name, address, and phone number. A template gives you "Service Area: All major cities" as a placeholder.
-
HVAC website examples that look like the trade.
The template's stock photos show a generic technician in a polo holding a screwdriver. Ruben sent over photos from his own installs: the blue HyperTemp truck on a real driveway, a real customer's furnace mid-replacement. The video clips came from his Instagram reels. Real work reads as proof. Stock looks like stock.
-
HVAC website development that survives a season.
Templates rot. Plugin updates collide and theme vendors go quiet. An HVAC site built on Astro and shipped from Cloudflare doesn't have plugins to update or themes to migrate. It's lightweight code served from data centers close to the visitor, which is why HyperTemp goes into July with a 90 mobile score instead of a server timeout.
The HyperTemp rebuild is one job. The thesis it proves is bigger: the gap between a $300 HVAC website template and dedicated HVAC website design is the gap between a homeowner finding you and a homeowner finding the next contractor on the Google results page.
In Ruben's words
The Google review
HyperTemp goes into peak cooling season with a 90 mobile score, a tappable number, and a contact page that points to Atlanta. Which, given ten years in the trade, is where Ruben prefers his attention to be anyway.
Fervor Studio is the HVAC web design agency that rebuilt HyperTemp. As an HVAC website design company, we work with contractors across Canada and the United States. Same approach, same focus on what a homeowner does on a phone in 95-degree heat. So if your contractor site is in the same shape Ruben's was, the Site Inspection is where to start. Wrong map pins, demo footers, headings nobody opened the editor to fix. We'll find it.