G.M. Mechanical is a family-owned plumbing, HVAC, and electrical company serving High River, Okotoks, and the Foothills. In business since 1991, the company has built a strong local reputation through dependable residential and commercial service, 24-hour support, and a team with more than 150 years of combined experience.
G.M. Mechanical came to The Art of Business seeking a stronger digital presence that matched the quality of their reputation in the Foothills. Their previous YellowPages-based website no longer reflected the professionalism of the brand, created friction for users, and limited their ability to guide visitors toward clear next steps. As a long-established service company offering plumbing, HVAC, and electrical solutions across residential and commercial markets, they needed a more modern marketing system to improve visibility, support lead generation, and enhance the customer journey from first click to inquiry.
To support that growth, we partnered with G.M. Mechanical on an omnichannel strategy that included marketing strategy, website development (and maintenance), graphic design, social media marketing, content development, email marketing, paid advertising, and ongoing reporting and analysis.
Our work with G.M. Mechanical began with a full website rebuild to improve the user experience, modernize the brand’s digital presence, and create stronger conversion pathways. Transitioning from a legacy YellowPages-based website to a new Squarespace platform gave the company full ownership and control over its digital assets, ensuring long-term flexibility and independence. The rebuild also introduced transparent reporting and analytics tools, allowing the team to clearly track performance, understand user behaviour, and measure marketing ROI. The result was a site that better reflected the company’s credibility, made it easier for users to find the services they needed, and created a stronger foundation for both organic and paid traffic.
Our social media strategy focused on increasing posting frequency, stronger calls to action, and a more cohesive visual identity across LinkedIn, Facebook, and Instagram. By introducing more polished branded graphics and a more intentional content approach, we helped G.M. Mechanical improve recognition, stay visible in the local market, and drive more meaningful engagement. Rather than posting for the sake of posting, the content strategy was built to support both awareness and action.
To help G.M. Mechanical build stronger relationships with its growing audience, we implemented a two-part email strategy: a suite of automated flows designed to engage subscribers at key touchpoints and monthly campaigns to keep the brand top of mind. This approach allowed the business to nurture leads beyond the first visit, provide timely updates and reminders, and create consistent opportunities for subscribers to engage with the company over time. With clear calls to action and a steady communication rhythm, email became an essential driver of the company’s overall growth strategy.
Paid advertising on Google and social platforms played a key role in accelerating visibility and bringing more high-intent users into G.M. Mechanical’s marketing ecosystem. With the rebuilt website in place, paid campaigns had a much stronger landing destination and a clearer path to conversion. Strategic targeting, stronger creative, and conversion-focused campaign goals helped turn paid traffic into a valuable contributor to overall website growth and lead generation.
The results of the new strategy were significant. Comparing data over a 1-year period, direct website traffic increased by 375.18%, while referral traffic increased by 60.53%. Social traffic saw the most dramatic growth, and search traffic increased by 471.43%, demonstrating a stronger overall online presence and a more effective path for users to discover and engage with the business. Paid search also became a meaningful contributor to website traffic, showing that the new website was better equipped to support campaign performance and drive user action.
Social media performance also saw strong year-over-year gains. LinkedIn followers increased by 57.14%. Facebook clicks increased by 553.70%, while Facebook reach grew by 1014.92%. Instagram also showed strong momentum over the same period, with follower growth of 471.43%, helping expand G.M. Mechanical’s visibility and recognition across key digital channels.
Email marketing added another layer of momentum. The subscriber list grew significantly over the 1-year period, while click rate improved significantly as well. Together, these results reflect a stronger digital foundation, improved cross-channel performance, and a more connected marketing system built to support long-term growth for G.M. Mechanical.
By combining marketing strategy, website development and maintenance, graphic design, social media marketing, content development, email marketing, paid advertising, and ongoing reporting and analysis into one connected strategy, G.M. Mechanical built a stronger foundation for measurable business growth. The result is growth in their bottom line, expansion in both customer reach and service area visibility, and a stronger overall brand presence in the Foothills. With a more modern digital ecosystem in place, G.M. Mechanical is better positioned to continue building momentum, attracting new customers, and supporting long-term expansion.
