As lead copywriter and content designer for the Trane Residential rebrand, I collaborated with the design, product, and growth marketing teams to enhance user experience, optimize SEO content, and improve site flow.
Explore some of the standout redesigns, featuring unique content and collaborative design elements, with direct links for live site navigation. Organic traffic grew over 23% over a few months and the work I did directly impacted SEO Share of Voice (SoV) with +680% for Trane and +100% for American Standard. January 2024 closed with 5,818 leads +37% MoM, +15% YoY and +20% above plan.
Trane Homepage
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Blog and Educational Site Content
I worked directly with Trane’s product, PR, and agency teams to create a strategic yearly editorial calendar for the blog, which featured HVAC industry news, trends, and seasonal tips.
By providing regular, fresh content updates every couple of days, we not only attracted and retained traffic to the site but also demonstrated our commitment to providing timely, relevant, and thought-leadership insights to our audience. This consistent effort was instrumental in driving significant growth in organic traffic, with SEO traffic performance growing 120% over 15 months.
Here are a few of the many HVAC articles I wrote:
What is Electrification and Why Is It a Growing Trend?
Saving Energy = Saving Money: Consider Eco-Friendly HVAC Choices
Updating Your HVAC Could Save You 20% or More
What’s the Difference: Variable Speed vs. Two-Stage vs. Single-Stage HVAC Systems Explained
HVAC Preparations for the Next Nor’easter Storm: Essential Tips
Trane Glossary and Educational Articles
I collaborated with designers to develop an SEO-friendly HVAC glossary, simplifying or ‘demystifying’ a very technical topic for diverse audiences while achieving good search engine results page (SERP) rankings for numerous keywords. Over the course of a few months, I worked with my team to completely rewrite the 70+ glossary pages and optimize for specific keywords, many of which were low-hanging-fruit keyword opportunities so we could achieve faster first-page rankings in the SERPs. Some terms also incorporate videos that I worked on the script, like this “What is HVAC?” page and video.
Trane Landing Pages
I worked with the Trane Residential product and marketing teams to create unique advertising campaigns to support multiple seasonal campaigns and company initiatives. With these landing pages, I worked with a designer to create user experiences optimized for different homeowner demographics. Then I worked with the product and customer experience teams to review for technical accuracy, and test and optimize the campaigns over time. These paid campaigns helped increase website traffic by over 25% over a few months and provided brand awareness to customers throughout the conversion tunnel.
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Trane Videos, Syndicating Articles, and Campaigns
I worked with Trane subject matter experts and a video producer to create the script and storyboard for these popular videos that helped demystify HVAC and explain the intricacies of how the systems work:
Article created to help syndicate: What should I know about working with an HVAC dealer?
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Article created to help syndicate: Hybrid Heat Systems: How Do They Work?
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Article created to help syndicate: What’s the Difference: Variable Speed vs. Two-Stage vs. Single-Stage HVAC Systems Explained
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Article created to help syndicate: How do an AC, Heat Pump and Furnace Work Together?
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Article created to help syndicate: How Do HVAC Systems Work?
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Article created to help syndicate: What is HVAC?
I created on-brand, relevant, cutting-edge HVAC content for all campaign and project needs. This includes the following:
- 130 new articles and 18 new landing pages
- 235+ article refreshes across the blog, HVAC 101, glossary, product, Green Guide, troubleshooting, maintenance, and campaign pages.
- SEO schema updates
- Campaign landing pages and articles
- Site chat flow
- Share of Voice (SoV) updates across the sites
- 60+ video SEO linking updates
- RunTru Launch
- Ameristar Launch
- Product detail page concepts
American Standard’s Homeowning 01
I worked with the Trane and American Standard Brand and PR team to create a fun, DIY website experience on homeowning basics from HGTV experts for a couple of seasons. Homeowners had the opportunity to learn quick homeowner hacks, get info on major DIY projects, get tips with seasonal maintenance and more.
Homeowning had a lot of success on social channels since influencers like Jennifer Wayne and Brad Rempel were featured on the segments and DIY videos. As a result, the pages got a lot of quality backlinks to help with SEO.
Peruse the Homeowning 01 Homepage design and content from Fall 2023.
View the site experience to click through the videos and homeowner HVAC tips and tricks. I helped the product team make seasonal updates to the pages, including providing the video transcriptions.
RunTru by Trane
I played a pivotal role in reimagining Trane’s Value Brand, RunTru, collaborating closely with a team of designers and the product team. Our process began with a detailed site audit and involved working closely with Trane’s Product team to enhance the user experience. I helped optimize the RunTru sitemap for improved navigation, collaborated on the page design in the wireframes, and crafted compelling, technically accurate content for a successful launch before the busy summer season.
Site traffic increased by 35% over a few months and user research and surveys revealed the site redesign was cleaner, easier to navigate, and more helpful to get the needed product info.
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