Client Background
ABC Appliance Repair is a full-service appliance repair company operating across Atlanta and its surrounding suburbs. Specializing in both high-end brands and everyday household appliances, ABC has built a reputation for quick turnarounds, transparent pricing, and reliable craftsmanship.
The Problem
ABC Appliance Repair had built a loyal local customer base, but their digital footprint told a different story.
🧭 Navigation & Structure Issues:
The old site didn’t clearly outline their wide range of services. Whether a user needed a luxury wine cooler repaired or a basic microwave fixed, the site offered little reassurance or context. It also lacked separate pages for specific services or service areas, making it hard for Google to rank them in relevant local searches.
📉 SEO Limitations:
The absence of dedicated landing pages for suburbs or specific appliances meant ABC missed out on hundreds of high-intent search opportunities. Terms like “dishwasher repair in Sandy Springs” or “Sub-Zero refrigerator repair Atlanta” weren’t generating traffic — simply because the site didn’t target them at all.
📱 Mobile Performance Gap:
Most urgent repair requests start on mobile. But their old site wasn’t responsive. Slow load times, hard-to-tap buttons, and unclear CTAs meant that potential customers often bounced before booking.
🎯 Conversion Pain Points:
Calls-to-action were vague or buried. The booking process wasn’t prominent, and credibility indicators (like reviews or certifications) were missing or outdated — eroding trust right when it mattered most.
The Strategy & Solution
To turn ABC Appliance Repair’s website into a local service powerhouse, Digital Nexus Strategy developed a comprehensive strategy built on three pillars: SEO-driven architecture, user-centric design, and scalable development.
🧱 Wireframe-First UX Approach
We began with a wireframe blueprint that mapped out user journeys for key scenarios — like searching for a specific repair service, browsing by brand, or requesting service in a specific suburb. These wireframes formed the structural backbone for a fast, intuitive user experience.
🗺️ SEO-Optimized Site Architecture
Instead of a one-size-fits-all page, we created a content plan for over 100+ localized SEO pages, including:
- Dedicated pages for each appliance type (oven, refrigerator, wine cooler, etc.)- Individual service pages for each neighborhood and suburb in the Atlanta metro area- Brand-specific repair pages for premium appliance lines like Sub-Zero, Viking, and GE Monogram
This allowed ABC to rank in search results for ultra-specific, high-converting terms like “GE oven repair in Marietta”.
🎨 Engaging, Branded UI Design
We designed a clean, friendly interface that instills trust from the moment a visitor lands. Family-centric imagery and service icons visually reinforced approachability and professionalism, while elements like review badges and “Free Service Call” banners emphasized value.
The Execution
Turning the strategic blueprint into a high-impact website involved tight collaboration between UX designers, SEO strategists, content writers, and developers. Digital Nexus Strategy implemented the plan in a carefully phased rollout:
🔍 Phase 1: Wireframe Development
We started by prototyping the main page layouts:
Homepage- Appliance repair service overview- Individual appliance pages (e.g., Refrigerator, Stove, Wine Cooler)- Service area landing pages- “Contact Us” with direct call-to-action integration
Each wireframe focused on simplicity, clarity, and conversion—mapping real user behavior patterns like search > scan > trust > call.
🎨 Phase 2: Visual Design
The approved wireframes were brought to life with a warm, clean aesthetic: Family-focused imagery that evokes trust and approachability Iconography for each appliance category- Trust badges (e.g., Thumbtack awards, “Free Service Call”) for social proof
Responsive layout optimized for all screen sizes
Designs were crafted using a modular component system, making them easy to reuse across over 100+ pages without sacrificing quality or speed.
🛠️ Phase 3: Development & SEO Page Scheduling
- Pages were coded for lightning-fast load times and structured data integration- Core service pages and top-priority city pages were launched first.
- Additional suburb pages and brand-specific service content were published in weekly sprints
- SEO metadata, internal linking, and schema were implemented from the start to ensure maximum indexability
🤝 Client Communication:
- Weekly feedback syncs with the client- Real-time Figma reviews for visual approval
Transformation
The results of ABC Appliance Repair’s website overhaul were both immediate and compounding. Within weeks of launch, the new platform began generating higher traffic, stronger local visibility, and significantly more conversions.
✅ ABC now ranks on Page 1 for high-intent, localized keywords
⚡ Business Impact:
- Increased inbound service calls from across metro Atlanta- Fewer missed opportunities from mobile users
- Stronger brand trust thanks to visual design and credibility signals- More efficient customer filtering through appliance-specific pages
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