Client: PROAC Corporation
Ongoing Marketing Strategy: SEO, PPC
Industry: Commercial HVAC, Commercial Mold Remediation, Commercial Air Quality, PROActive Building Maintenance, Explosive Dust Removal
Goals: Grow online presence and rankings for specific industry keywords to increase leads.
Seeing Real Growth & Results
This was not a quick-win project or a short-term traffic spike. PROAC moved from getting no leads from their website to getting over 100 quality leads a year by rebuilding their website, regularly adding new content, and focusing on credibility and real-world experience.
107.7%
Organic Leads
Increase
2023-2024
51.5%
Organic User
Increase
2023-2024
"Wes is very detailed oriented yet friendly and encouraging!"
Before Working With Wes Web
PROAC's website had multiple marketing companies work with them in the past and much of their work contained grey hat SEO tactics and approaches that we had to remove or correct because of the damage it was doing to their online presence. Below is what their online presence looked like in January 2023.
General Online Presence Overview
Their online presence was extremely small. A majority of their leads were developed by their sales team and built through referrals and relationships. PROAC operates in a very relational industry and works hard in developing relationships. Before 2023, their online presence was minimal.
Monthly Organic Traffic
PROAC Corp. typically had between 100-200 organic visits a month.
Monthly Organic Leads
PROAC may have had leads in 2022 but they never received them or were unable to track them. The contact form was inoperable when we started working with PROAC at the beginning of 2023.
Small Amount Of Content
The original website had only 15 valuable services pages. Each page had about 100 words of content on them and they did not have a blog. There were a few hundred spammy auto generated pages that had the same content on each page. We removed that immediately.
Domain Authority
2 (Using Moz's Domain Analysis)
After Ongoing SEO Optimization
PROAC's website has become an effective tool for reaching their target customers. We are continually building upon the foundation we have laid with our SEO and trying to break into more territories for PROAc to continue to grow and serve more commercial buildings in Pennsylvania and beyond.
General Online Presence Overview
PROAC ranks for highly competitive keywords and developed rankings within specific niches which have established them as industry experts in their field of commercial building maintenance. They consistently receive leads from their target customers and effectively develop relationships with those customers.
Monthly Organic Traffic
Upon writing this in 2026, PROAC typically had between 300-400 organic users a month. While the traffic hasn't increased in massive numbers, the quality of the traffic and leads has increased drastically.
Large Amount Of Content
There are about 210 existing pages and posts on PROAC's website.
Domain Authority
16 (Using Moz's Domain Analysis)
PROAC Lead Data
Important Note: All spam was removed and these charts only display quality leads.
"Very informative and they were a big help bringing in traffic to our website."
The Plan That Helped PROAC Grow
PROAC has been one of the most difficult yet gratifying SEO initiatives we've ever done. From the start, there wasn't a circumstance where quick wins were possible. The business works in a very complex and specialized area of commercial HVAC, indoor air quality, and industrial compliance. At the same time, the website we got was slow, messy, had no content, and was weighted down by years of bad SEO choices made by previous vendors.
PROAC didn't have any real internet authority when we started. Their domain authority was poor, they didn't have much content, and a lot of the "SEO" work they had done before had really made things worse. In certain circumstances, previous sellers used plugins or low-quality link-building methods that caused long-term difficulties instead of growth. Also, PROAC has gone through a lot of users and agencies, which made it much harder to keep things consistent and tidy.
Step 1: Stabilization, Cleanup, and Measurement
One of the first important things Wes Web found out was that PROAC's website wasn't even set up to get leads in the right way. Their contact form didn't work, so they were paying for marketing but not getting any measurable inquiries. In early 2023, we fixed this right away, giving the firm a working base for monitoring leads and assigning them to the right people.
We decided to completely redesign the website while keeping its recognizable look because the current one was fundamentally weak. The new site looked a lot like the old one, but it was constructed from scratch with clean code, faster loading times, a better page structure, and a stable technical base. This method caused the least amount of interruption while getting rid of years of technical debt.
After the renovation, performance dropped for a short time from late 2023 to early 2024. This was to be expected. The site had lost some old links, and even after redirects were put in place, old black-hat practices continued to hurt performance. We didn't look for quick fixes; instead, we worked on gaining authority and getting better over time.
"PROAC was a challenging SEO project, but the growth we’ve seen is proof that when you clean up the foundation and stay consistent, the results compound over time."
-Wesley Gehman, Founder of Wes Web
Step 2: Content Depth and Industry Credibility
PROAC's biggest flaw was also its biggest chance; they didn't show their industry knowledge online. It seemed strange that a company that specializes in hospital-grade air quality, duct inspection, explosive dust removal, mold treatment, and compliance-heavy services had such little content on its website.
We changed our focus to making rich, service-aligned material that showed what PROAC accomplishes in the real world. This included adding more pages about checking air quality, cleaning ducts, cooling towers, getting rid of explosive dust, and doing work that meets industrial standards. Air quality testing was one of the first things that worked, and it was the first topic area to consistently bring in organic leads and get PROAC "on the map" beyond marketed searches.
We also used E-E-A-T concepts a lot at the same time. PROAC is not a residential HVAC firm or a general contractor. We made sure that Google and users could plainly tell that they are a very qualified business provider.
We included more information about PROAC's qualifications and certifications, such as:
- NADCA-certified air system cleaning experts with more than 25 years of experience
- Mold Remediators for Ventilation Systems (25+ years)
- Certified Ventilation Inspectors (more than 10 years)
- ACAC certification, which includes Certified Indoor Environmentalists and Consultants
- The ABC Group trains ASHE hospitals
- OSHA 30 training for all of their employees
- Members of the certified lift training team
We didn't merely write down these credentials. We included them to service pages, accreditation pages, and trust-building sections all around the site to show that PROAC is an expert in every area that matters.
Step 3: Trust Signals, Team Visibility, and On-Site Authority
We added human credibility as the content got deeper. We made pages for each team member, showed off their experience, and placed quotes from practitioners and technicians right on the service pages. This enabled consumers and search engines that look for trustworthy sites see that the site was an expert.
This step also entailed adding organized schema, making internal links better, and making sure that the content was clearly linked to PROAC's real-world qualifications instead of general marketing promises.
During this time, PROAC's natural presence grew slowly but steadily. At first, growth wasn't huge, but things were starting to move behind the scenes.
Step 4: Location Pages, Industry Pages, and Lead Consistency
The big change was in 2025 when we focused even more on location pages and material that was specialized to certain industries. PROAC does a lot of work in hospitals and factories, so we made websites that are specific to those situations instead of general service descriptions.
This strategy made sure that the material was in line with what PROAC provides and when clients require such services. For instance, during slower times, explosive dust clearance and cooling tower services became very strong organic drivers. These were leads that PROAC had never been able to regularly get before.
This was important for money. Paid search for explosive dust removal keywords can cost $100 to $200 per hit, therefore being visible in organic search is quite important. When those leads started pouring in naturally, especially on holidays and in slower months, it helped keep the workload and revenue steady.
Get To Know Wes
Meet Wes, the founder of Wes Web. Wes is passionate about marketing strategy and communicating marketing in a way that anyone can understand. Ranking online is competitive and it can only be achieved through hard work, and a strategy built on experience and data.
Work Hard. Market Well.
Lead Growth and Measurable Results
When you look at how leads have grown over time, it's evident that this method will pay off in the long run.
- Before we worked together (2022), PROAC got 0 tracked leads from their website.
- After the first year of SEO, PROAC got 39 leads from qualified contact forms.
- In 2024, there were 81 qualifying contact form leads.
- In 2025, there were 125 qualifying contact form leads.
We took out all the spam and garbage submissions from this data. This data shows real questions that were important to the business.
Leads also got more reliable, which was just as crucial. Seasonality is still a thing, but PROAC now sees constant growth every year. There are evident surges in demand for air quality and cooling towers during the warmer months and for industrial compliance during the slower months.
Supporting Channels and Smart Tradeoffs
We also helped with SEO by sending targeted emails on services that PROAC already did a lot, such cleaning kitchen hoods and exhaust fans. These weren't their favorite leads, but they did help them sell more expensive services to big hospitals and campuses. This was a valuable sales enablement tool for the team, even though the attribution data wasn't ideal.
At the same time, we chose not to use paid search for some services because it was too expensive. Instead, we relied on organic growth to make money.
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Key Takeaways for Commercial & Industrial Service Companies
When SEO is seen as a way to create authority over time instead of a way to get traffic quickly, PROAC's rise shows what might happen. This project needed a lot of patience, cleaning up, technical discipline, and a thorough understanding of real-world skills.
Most importantly, PROAC's existing credibility finally had a chance to shine after the "ankle weights" of a lousy website and improper SEO methods were taken away. The outcome was a change from getting no leads online to getting more than 100 qualifying leads a year, and the foundation keeps growing.
Get Started with Wes Web Today
If you want to know what this kind of growth could mean for your business, contact us to set up a call with Wes Web. We'll look over your website, your field, and your opportunities, and then we'll show you how to move forward.
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