Discover how Filter transformed Trane’s online marketing presence and user engagement with a dynamic, SEO-optimised and streamlined WordPress website.
Trane UK, a leading heating, ventilation and air conditioning (HVAC) equipment company, set out to strengthen their online presence and improve visibility within its target market. The company, dedicated to delivering innovative solutions for commercial and industrial sectors, wanted to attract more qualified leads and build user engagement with the creation of a WordPress microsite to support conversions.
To achieve these goals, it was clear to our team that they needed a dynamic, user-friendly website optimised for search engines. This transition was crucial for increasing sales conversions and providing a flexible platform for marketing teams to showcase their services, moving beyond the constraints of the existing website.
Filter, in collaboration with digital marketing agency SiteVisibility (now Crafted) and content agency Midnight, utilised WordPress to develop a new website.
The project began with profiling Trane’s team and target audience to inform a PPC campaign and guide content creation. Keyword research was conducted to support SEO optimisation and attract the target audience effectively.
WordPress was chosen for its flexibility and user-friendliness, leveraging the Block Editor for intuitive content management. Patterns and templates were implemented to provide a consistent user experience while accommodating for future growth. The Yoast SEO plugin was used to enhance the site’s performance in search results, increasing visibility for HVAC rental enquiries in the UK. This approach provided a streamlined, cost-effective solution compared to more complex CMS options.
Managing a project with multiple stakeholders presented challenges, particularly with timeline management and alignment. This case highlights our collaborative approach in coordinating with various agencies to achieve a unified goal.
Our award-winning Project Management team played a crucial role in planning and maintaining regular meetings, ensuring alignment with SiteVisibility’s SEO objectives and Midnight’s content creation efforts. This collaborative effort was key to overcoming the complexities of managing diverse inputs and maintaining project momentum. All while maintaining positive working relationships.
The new website for Trane delivered notable improvements in brand identity and user engagement. High Core Web Vitals scores resulted in better search engine performance, meeting Trane’s goal of producing a clean, user-friendly design that attracts new customers and supports SEO efforts.
One noticeable surprise is that users are finding the new rental microsite to enquire about other equipment/products from Trane, proving the value of an SEO-optimised marketing campaign website. The website has generated over £100K in sales in only a few months.
…and breathe, Filter’s on the case! Ask their PM Allie anything from a ‘silly question’ to a priority 1 stakeholder request and she’s there to talk it through or send over exactly what you need, or both!
Project Lead, Trane UK
We successfully developed a new WordPress website for Trane UK, aligning with their objectives to enhance online presence and conversions. The collaborative effort between Filter and the partner agencies resulted in a dynamic, SEO-optimised platform that meets both marketing and operational needs.
This project highlights our team’s expertise in managing multi-partner web projects with a focus on performance. Our proven track record includes delivering optimised SEO websites for clients such as Homeprotect, JDW Hotels and Empower Up, demonstrating their ability to provide tailored solutions that meet diverse industry needs.
