09 · Infrastructure · HVAC Website
AIRDC
Transforming an air conditioning website into a conversion-led digital experience that drives trust and quote requests.
- Domain
- Airdc
- Role
- UX strategy, website redesign, conversion optimisation
- Team
- SOLO
- Duration
- 2 Weeks
- Status
- Completed
Project visuals
Overview
A conversion-focused website redesign for a South East Queensland HVAC company.
AIRDC is a South East Queensland air conditioning company specialising in residential, commercial, real estate, and mechanical HVAC solutions. The business provides repairs, installations, servicing, emergency support, and commercial HVAC services with a strong emphasis on reliability, technical expertise, and responsive customer service.
The brand evolved from DC Electrical in 2016 into a dedicated air conditioning company in 2020, serving clients across South East Queensland. The objective of the redesign was to transform the website from a service catalogue into a conversion-focused digital experience that builds trust, simplifies the customer journey, and increases qualified quote requests.
The challenge
The website needed to move from information-heavy to conversion-driven.
Cluttered homepage
Long content blocks and competing CTAs made it hard for visitors to take action quickly.
Weak service hierarchy
Residential, commercial, and emergency services were presented too similarly, reducing clarity and differentiation.
Low trust emphasis
Statistics, customer testimonials, and emergency response credibility were not prominent enough to build confidence.
Project goals
Business goals
- Increase quote requests
- Improve conversion rate
- Strengthen brand credibility
- Highlight 24/7 emergency support
- Showcase technical expertise
- Improve SEO with better hierarchy
User goals
- Find services quickly
- Understand installation and repair options
- Request a quote with minimal effort
- Verify company credibility
- Compare residential vs commercial solutions
- Contact technicians immediately during emergencies
User research
The redesign was informed by six primary user groups who needed faster access to services and clearer paths to ask for help.
Homeowners
Need: fast repair, installation clarity, and emergency support.
Property managers
Need: reliable service delivery and easy quote comparisons.
Commercial businesses
Need: technical expertise, project capability, and scalable HVAC support.
Real estate agencies
Need: fast property service and responsive, trustworthy technicians.
Facility managers
Need: commercial HVAC reliability, maintenance, and emergency response.
Builders & contractors
Need: a trusted partner for installation and service handovers.
Existing website audit
Strengths
- Strong service coverage
- Emergency support messaging
- Multiple contact options
- Customer testimonials
- Qualified technicians
- Service statistics
Pain points
- Large hero banners consume too much space
- Limited visual hierarchy
- Services look too similar
- Heavy text sections reduce scanability
- Quote process not prominent enough
- Few engaging visuals beyond banners
- Navigation could better support task-based journeys
The solution
A cleaner, faster path from service discovery to quote request.
Simplified service hierarchy
Services were grouped into clearer categories so users can immediately distinguish residential, commercial, emergency, and mechanical HVAC offerings.
Stronger conversion focus
Primary calls-to-action were reduced and prioritised around quote requests, emergency contact, and service discovery to reduce friction.
Enhanced trust and storytelling
Trust indicators, service statistics, and customer testimonials were moved into more prominent positions to support credibility and reassurance.
The impact
A website that feels more reliable, clearer, and easier to convert.
Boosted credibility — Emergency support, technician expertise, and company history now appear earlier.
Improved scanability — Clear section hierarchy helps users find services and supporting information faster.
Stronger quote path — Quote requests and contact actions are more visible and easier to access.
Key lessons
Designing HVAC websites for urgency and clarity.
1. Urgency must be balanced with clarity — Emergency services need prominent placement without overwhelming the service architecture.
2. Differentiate service types visually — Residential and commercial offerings should feel distinct to reduce confusion.
3. Trust is built through proof and consistency — Trusted technicians, consistent service descriptions, and clear contact options make the site feel dependable.
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