Objective

Lennox sought to unify their commercial HVAC presence under the main Lennox.com domain while debuting a fresh, modern website that would reflect new product lines—including a new series of co-branded mini-split systems—while deprecating older products. The project involved moving the commercial HVAC site from its standalone domain into a subfolder of Lennox.com without sacrificing organic visibility, and ensuring the redesign aligned with branding objectives for a major industry event launch deadline. As Lennox wanted to track and monitor commercial traffic separately, the team faced unique challenges in configuring analytics and technical infrastructure to maintain the new, separate commercial identity while still being part of Lennox.com.

Solution

Vizion partnered closely with Lennox’s product, development, content, and marketing teams to plan and implement a comprehensive SEO and technical strategy. This included:

• Providing SEO-focused recommendations for page layouts, templates, and site architecture that would help search engines understand and index the new commercial subfolder on Lennox.com.
• Carefully planning the deprecation of outdated product lines to streamline the online portfolio, and strategically introducing the new co-branded mini-split systems to maximize visibility and user engagement.
• Collaborating with the international and content teams to ensure all content and navigation elements supported a seamless user experience while preserving commercial HVAC brand identity within the larger Lennox.com domain.
• Instituting best practices in on-page optimization, internal linking, and technical SEO to ensure the new commercial site maintained a distinct presence and analytics tracking, even though it lived under the main domain.
• Managing tight deadlines to ensure the new site launched ahead of the national industry event, allowing Lennox Commercial to unveil their updated web presence on schedule.

Results
Once launched, the newly consolidated yet distinct commercial site saw a dramatic lift in non-branded keyword visibility—rising to 143% above previous levels—and continues to experience growth in both organic traffic and overall search visibility.

143%Increase Top 100 Non-Brand Keywords

89%Increase “HVAC” Keywords

65%Increase “Air” Keywords