Creating a turnkey local website program for a national dealer network
“To say we're pleased is an understatement. Within 60 days of implementation, the dealer's websites were appearing on the first page of Google for 148 of 182 targeted cities. And 79 of those sites were showing up first in organic search results.”
- Tim Litton, Marketing Director at WaterFurnace

Client Profile

WaterFurnace, the most recognized and respected name in geothermal technology, sought Cirrus ABS' help with its dealer websites and online marketing program. With dealers nationwide, WaterFurnace wanted the ability to provide them with world-class websites that contained consistent and accurate branding, message and product updates. WaterFurnace sought Cirrus ABS's help to:
  • Create a cost-effective dealer website and online marketing program
  • Improve local search engine optimization results for dealers participating in the program
  • Provide centralized content updates to all dealer sites quickly and efficiently
  • Coordinate promotions across website network in real time to specific dealers based on geography, product lines carried, level and other criteria
  • Implement and support company tools across all websites including cost savings calculator, videos and document downloads

The Cirrus Solution

Cirrus ABS partnered with WaterFurnace, working alongside the company's marketing and IT teams, to implement a solution to accomplish its goals. Cirrus ABS started by developing a comprehensive NetCentered Marketing strategy for the dealer network that defined a plan for success that could be applied to each local dealer.

Deployed Cirrus ABS’ MarketSnare program, which gave WaterFurnace the ability to manage its dealers’ web presence, including:
  • centrally controlled content updates and campaign roll-outs
  • online marketing knowledge and training portal
  • local search engine optimization technologies for multiple geographies and search terms that increased site visibility, traffic and lead generation
  • analytic tools to measure results of marketing efforts for each local dealer and the entire network collectively
  • intuitive content management tools for local dealers to customize their websites

The Results

WaterFurnace has been so pleased with the results from our initial efforts that they’ve come back repeatedly for further web solutions. Among the program successes…
first-page placement of dealer websites for primary market and target term searches
of all site traffic coming from search
of monthly site visitors are new