About the Business

Mastercraft is a family-owned Heating, Cooling, Electrical, and Plumbing company in Metro Detroit, MI. With 60+ years of experience in the local HVAC industry, they had solidified their position in the community as the trusted, recommended HVAC company in Michigan’s Tri-County area. When Owner Steve Bez met Superpath nearly 15 years ago, he had worked with a freelance website designer and was left with an ineffective website that didn’t provide much benefit, and was looking for a better experience.

The Challenge

“When we started with Superpath, we were 3 million in sales. We didn’t know how to get more business from our website, and we didn’t have experience in website marketing. But now, after partnering with Superpath and our own acquisitions, we’re a 16-million-dollar company. They have shown us different ways to market online, from Social to Paid Ads, SEO, and Video. We still do some radio spots on occasion, but really, the internet is doing very well for us, and Superpath knows the HVAC industry very well.”

The Superpath Difference

• Professionally Branded, Fully Optimized Website – Focus on brand name, experience, and reputation.  Focusing the website on Mastercraft’s experience and value allowed us to design a more professional, personalized website, filled with relevant content that demonstrates authority in the HVAC field and speaks to why they are the area’s best choice for heating and cooling. This approach resulted in a user-friendly website with higher engagement that more than tripled furnace and AC repair phone calls.
• Local SEO & Google Business Optimization – Focused on more traffic, Quality Service Leads, and NAP consistency. Mastercraft has an excellent online reputation for the services they provide. Our SEO team took that to the next level by optimizing Mastercraft’s Google Business Listing and sending more trust signals to Google through NAP (Name, Address, Phone Number) consistency using quality backlinks from reputable directories. Additionally, we developed custom landing pages with quality, customer-focused content to generate more opportunities for Mastercraft to appear in search results for various HVAC, plumbing, and electrical service search queries.