Project Overview

The homepage of InAir Heating showcases various HVAC and plumbing services, including heating, cooling, and plumbing. It features images of technicians at work, a house, specialized equipment, and heartfelt customer testimonials.

Website Project Overview for inAir Heating and Air

INAIR Heating & Air Conditioning, a trusted name in Atlanta HVAC & Plumbing services, sought to update their website to reflect a modern look and enhance their SEO for improved search rankings. With over two decades of experience, INAIR has been dedicated to providing exceptional customer experiences.

The goal was to create a user-friendly, visually appealing website that not only showcases their expertise but also attracts more organic traffic through effective SEO practices. The comprehensive project aimed to ensure the website’s design and functionality align with users’ needs, ultimately driving more business and enhancing customer satisfaction.

The Product

The product is a newly designed website for INAIR Heating & Air Conditioning. This updated website features a modern aesthetic, easy navigation, and is optimized for SEO to improve its visibility on search engines. The website serves as a hub for customers to learn about INAIR's services, get in touch with the company, and access valuable HVAC and plumbing resources.

Project Duration

The project duration was estimated to be 2 months, including time for research, design, testing, and implementation.

The Problem

The core problem that users were encountering was a dated website with poor navigation and low visibility in search engine results. This hindered users from easily finding information about INAIR’s services and contacting the company. Additionally, the lack of SEO optimization meant that potential customers searching for HVAC and plumbing services in Atlanta were not reaching the INAIR website.

The Goal

The primary goal was to create a modern, user-friendly website that enhances user experience and improves SEO rankings. This involved making the website visually appealing, easy to navigate, and optimized with relevant keywords and content to attract more organic traffic.

Our Role

My role in this project was that of a UX Designer.


My responsibilities included conducting user research, analyzing user behavior, creating wireframes and prototypes, designing the website interface, and ensuring the site was SEO optimized. I also collaborated with developers to implement the design and conducted usability testing to refine the user experience.

Understanding the User

User Research

To understand the users, I employed various UX research methods such as surveys, user interviews, and usability testing. Key UX metrics included:

  • Task Success Rate: Measuring how easily users can complete tasks on the website.
  • Time on Task: Assessing how long it takes users to find information or complete actions.
  • User Satisfaction: Gauging user satisfaction through surveys and feedback forms.
  • Bounce Rate: Analyzing the percentage of visitors who leave the site after viewing only one page.


The target users were homeowners and business owners in Atlanta seeking reliable HVAC and plumbing services. They valued efficiency, reliability, and ease of contact.

Pain Points

  • Difficulty in navigating the old website.
  • Challenges in finding specific service information.
  • Lack of clear contact options.
  • Poor visibility in search engine results, making it hard to find the website.


Persona 1: Homeowner Hannah

  • Age: 35
  • Occupation: Teacher
  • Needs: Quick access to service information, easy booking of services, clear contact options.
  • Pain Points: Struggles with navigating complex websites, prefers straightforward and quick solutions.

Persona 2: Business Owner Bob

  • Age: 45
  • Occupation: Restaurant Owner
  • Needs: Reliable HVAC services for his business, clear pricing information, professional contact options.
  • Pain Points: Needs a dependable service provider, requires clear and accessible service details.

Problem Statements and User Journey Map

Problem Statement: Users need a modern, easy-to-navigate website with clear service information and accessible contact options, along with improved search engine visibility.

User Journey Map:

  1. Awareness: User searches for HVAC services in Atlanta.
  2. Consideration: User lands on the INAIR website and navigates through service pages.
  3. Decision: User finds service information, reads reviews, and decides to contact INAIR.
  4. Action: User uses the contact form or phone number to reach out for service booking.
  5. Post-Service: User leaves feedback or reviews based on their experience.

The Projection and Learnings

The updated website will lead to a significant increase in organic traffic due to improved SEO, reducing bounce rates and increasing user engagement. User feedback highlighted the ease of navigation and the modern look of the site, enhancing the overall user experience. This project reinforced the importance of user-centric design and the powerful impact of SEO optimization on business visibility and growth.

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Lori Newman

Hello, cyber explorers! I'm Lori Newman, the proud Creative Director and co-founder of Newman Web Solutions, where we don't just build websites; we craft digital experiences that captivate, convert, and conquer! Based in the bustling tech hub of Atlanta, I've spent over a decade in the digital realm, turning pixels into Picasso-esque masterpieces and code into poetry.

Atlanta isn't just the birthplace of Coca-Cola; it's also a burgeoning tech town teeming with potential. At Newman Web Solutions, we're committed to making Atlanta a hotspot for groundbreaking web design and innovative digital strategies.

Sheila Stegall
Sheila Stegall
Paisley Voice Agency
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From start to finish, Newman Web Solutions' team was prompt and professional! They designed a beautifully unique website for my new company that is user friendly for my clients and for me. I really appreciate how responsive they were to my requests and also for alleviating the time it would have cost me to build the site myself.
Angie Dutch
Angie Dutch
APEC Learning Center, Atlanta, GA
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To be honest, the Newman Team had been telling me to update my website for quite some time. I was reluctant to change and only regret I did not listen sooner. The new site is amazing! My parents rave about how much easier it is to navigate especially when accessing from cell phones. Completely shifted the energy of our online experience bringing us into the future. Update was a gamechanger! Thanks Newman Web Solutions!
Betty Marchan
Betty Marchan
CIB Home Remodeling Marietta GA
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This company is not only great at creating a website for you and doing your marketing job. Sam Newman and his team will help you and give you all the support you need and make your company known faster and more efficiently. That is what they have done with us and we are happy to have the service they offer. We recommend them 100% and appreciate all the support they give us.
Brian Galgon
Brian Galgon
Galgon HVAC Atlanta, Ga
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Awesome company to work with. Whole team is very responsive and can always speak to them when I need to. They do an amazing job at managing our social media and created a great website that has led to a lot of great leads for our company.
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