Case study · Plumbing, heating & photovoltaics
Canton of Zurich
ELAN AG: redesign for more quote requests with Local SEO & GEO
3
ways to enquire: quote, call, question
12
towns in the Zurich & Winterthur service area
GEO
optimized for ChatGPT, Gemini & Co.
4
service areas incl. new photovoltaics
The starting point
ELAN AG from Oberglatt plans, builds and maintains plumbing, heating and ventilation systems in the Canton of Zurich, with an additional service point in Erlenbach. The previous website was very sparse: a slogan, three services and the contact details. There were no detail pages on the services, no clearly named service area and no easy way to request a quote. Photovoltaics as a new offering did not appear at all.
Our approach
We redesigned the website and built a structure with dedicated pages for plumbing, heating & heat pumps, photovoltaics and ventilation, plus about us, service area, references, careers and contact. “Request a quote” sits in the header, and an enquiry button “How can we help?” leads with one click to a quote, a call or a question. A service area with twelve towns from Zurich to Winterthur, regional titles and descriptions, and structured company data take care of local rankings and AI search. The photos from the old website were carried over. Our approach for the industry: Websites for heating & plumbing businesses.
Before and after: what specifically changed.
LEAD GENERATION
Quote with one click
Before: only “Get in touch” on the home page. Now: “Request a quote” in the header and an enquiry button with three paths: quote, call or question.
SERVICES
One page per service
Before: three keywords without details. Now: dedicated pages for plumbing, heating & heat pumps, photovoltaics and ventilation.
LOCAL SEO
Service area clearly named
Before: only the address in Oberglatt. Now: Zurich, Winterthur, Bülach, Kloten, Dübendorf, Uster, Küsnacht and other towns on a dedicated page.
GEO
Understandable for AI assistants
Before: hardly any content an AI could quote. Now: clear statements on services and region plus structured company data for ChatGPT, Gemini and co.
NEW OFFERING
Photovoltaics plus heat pump
Before: photovoltaics was missing. Now: a dedicated page and a note on the home page on how solar power and heat pumps work together. See also Websites for solar businesses.
TRUST
A company with a face
Before: hardly any information about the business. Now: mission statement, a quote from management, references and a careers page.
What other building services businesses can take away.
01
Quote instead of contact form
“Request a quote” addresses exactly the visitor's intent. That feels more committed than a generic contact form.
02
Enquiry button with options
Quote, call or question: people who can choose how to get in touch are more likely to enquire. The button stays visible on every page.
03
One page per service
Plumbing, heating, photovoltaics and ventilation have their own pages. That way Google can assign and display each service individually.
04
Region in title and text
“Zurich and Winterthur” appears in the page title and copy. Together with the service area page, this strengthens local visibility.
05
Make new services visible
Photovoltaics is linked with the heat pump. That way existing heating customers find the new offering directly.
06
Maintain structured data
Company data with head office and service point as Schema.org markup help search engines and AI assistants identify the business unambiguously.
Frequently asked questions
Why a dedicated page per service?
Anyone searching for “heat pump Zurich” or “plumbing Winterthur” expects a matching page. Dedicated service pages rank better and lead directly to an enquiry.
How does the website help with local Google rankings in the Canton of Zurich?
A service area page with concrete towns, the region in titles and copy, consistent company data and a well-maintained Google Business Profile show Google where the business is relevant. We show how this works in detail on our SEO & Local SEO page.
What does GEO mean for a building services business?
GEO (Generative Engine Optimization) ensures that AI assistants such as ChatGPT or Gemini can understand and recommend the business. This requires clear statements on services, region and contacts as well as structured data. More on our GEO / AI Search page.
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