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Case Study

Trane HVAC Rentals – Marketing Microsite

Trane UK is a leading heating, ventilation and air conditioning (HVAC) equipment company serving commercial and industrial sectors.

 

As competition in the HVAC rental market intensified, Trane needed to strengthen their online presence and attract more qualified leads through a dedicated marketing microsite that would support conversions and showcase their rental equipment services.

WordPress SEO-Led Approach UX/UI Design Ongoing Optimisation
Two professionals engage in a discussion, reviewing information on a tablet. One is in a gray shirt, while the other wears a white dress shirt. They appear focused and collaborative in a workplace setting.

Introduction

Boosting SEO and Engagement: Marketing HVAC Rental Equipment for Trane UK

Trane needed a marketing website that could capture qualified leads and showcase their HVAC rental expertise in a competitive market.

 

Working alongside digital marketing agency SiteVisibility (now Crafted) and content agency Midnight, Filter developed a WordPress microsite that balanced performance, SEO optimisation and user experience.

 

The result is a platform that drives enquiries for both rental equipment and their broader product range.

Relationship Length

Project delivered in 2023

Focus

Driving qualified leads and user engagement for HVAC rentals

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Problem Problem

  • Existing website constraints limited marketing capabilities
  • Poor search engine visibility for HVAC rental enquiries
  • Complex multi-agency project requiring careful coordination

Solution Solution

  • Built a dynamic WordPress microsite optimised for search engines
  • Implemented SEO strategy with keyword research and Yoast SEO
  • Coordinated with SiteVisibility (SEO) and Midnight (content) agencies

Result Result

  • Generated over £100k in sales within just a few months
  • Achieved high Core Web Vitals scores for better search performance
  • Users discovering and enquiring about additional Trane products

A laptop displaying the Trane website, highlighting rental heating, cooling, and ventilation services, with a technician featured on the screen.

The Challenge

Managing a project with multiple stakeholders presented unique challenges, particularly around timeline management and ensuring all agencies remained aligned toward a unified goal.

The project demanded careful coordination to align Crafted’s (formerly SiteVisibility) SEO goals with Midnight’s (content partner agency) content strategy, while also delivering a platform that Trane’s marketing team could easily manage.

Our Approach

We used WordPress with the Block Editor to create a site that prioritised SEO performance while maintaining flexibility for future marketing campaigns.

Comprehensive keyword research informed the site architecture, while the Yoast SEO plugin enhanced search visibility for HVAC rental enquiries across the UK. Our award-winning Project Management team coordinated the multi-agency effort, maintaining regular communication and ensuring all stakeholders remained aligned. This collaborative approach was essential for managing diverse inputs while maintaining positive working relationships and project momentum.

A laptop displays the Trane South website, showcasing a user-friendly contact form. Accompanying icons highlight key services: User Research, Competitor Analysis, Prioritisation, and Focus Groups, emphasizing a strategic approach to gathering insights.
A laptop and smartphone display the Trane HVAC website, showcasing services for rental heating, cooling, and ventilation. The design emphasizes accessibility and customer engagement, inviting users to connect easily for support.

Results

The project delivered notable improvements in brand identity, user engagement and sales performance. High Core Web Vitals scores resulted in better search engine performance, while the clean, user-friendly design attracted new customers.

The website generated over £100K in sales within just a few months, with users discovering and enquiring about additional Trane products beyond the original rental equipment focus.

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Why This Story Matters

This work demonstrates how the right platform and project management approach can transform marketing outcomes. For Trane, that meant a website that drives significant revenue while being easy for their team to manage and evolve.

If your marketing site isn’t generating the leads you need or feels difficult to coordinate across multiple agencies, we can help build something that delivers real business results.

Three mobile screens displaying the Trane HVAC website, showcasing tailored HVAC solutions, recent updates, and educational resources. The first screen emphasizes partnership in HVAC services, while the other two highlight content and training opportunities.

..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!

Sarah Young Trane UK

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