CenterPoint - Home Service Plus Case Study | Forthea

The Challenge

CenterPoint Energy, Fortune 500, is a leader in energy services, offering innovative solutions through programs like Home Service Plus. This business unit delivers all-inclusive appliance maintenance, repair, and replacement services, including customizable plans that give homeowners peace of mind and protection against unexpected expenses.

CenterPoint Energy's partnership with Forthea Digital Marketing highlights a harmonious collaboration that has driven results across various segments. Our expertise in digital marketing strategies, including paid search, organic search engine optimization, and conversion rate optimization, enhanced CenterPoint Energy's online presence and lead generation programs. We demonstrated our ability to navigate the complexities of the energy services industry and deliver tangible results for CenterPoint's diverse service offerings.

The Client

IndustryOil + Gas
Location Houston, TX

Visit Site

Organic Insights

+54%

Page 1 Non-Brand Keywords YoY

+40%

Organic Goal Completions

$1.2mm

Equipment Sales Revenue

Targeting & Segmentation

1. Homeowners and Residents:

Individuals seeking appliance repair and maintenance services
Customers interested in new, energy-efficient appliances
Homeowners looking for cost-effective home service solutions

2. Seasonal Demand Segments:

Summer: Customers requiring air conditioning services and maintenance
Winter: Customers needing heating system services and upgrades

3. Appliance-Specific Audiences:

Water heater replacement seekers
Air purifier shoppers
Furnace and central air conditioner buyers

4. Cost-Conscious Consumers:

Individuals searching for cost-related queries about home appliances and services
Customers interested in energy-saving tips and high-efficiency appliances

5. Maintenance Plan Subscribers:

Existing and potential customers for HSP maintenance and replacement plans

502%ROI

Our Digital Marketing Strategy

Paid Search:

Implement hybrid growth/efficiency method for campaign initiatives
Transition high-performing campaigns to smart bidding solutions
Deploy new image ad extensions to boost engagement
Refresh Google Ads conversion tracking
Perform ad copy engagement analysis (Pro vs Expert)
Prepare for possible Y/Y COVID-related shifts in demand

Organic Search

Develop new content for high-impact keyword segments, focusing on cost-related queries
Implement quarterly content updates for key appliance pages (furnace, central air conditioner, water heater)
Enhance local visibility through Google My Business posting
Monitor and improve site speed and performance
Collaborate on internal linking structure improvements
Conduct ongoing user behavior analysis for on-site optimizations
Analyze customer calls and user search queries to inform content development

Related Services

Paid Media

Search / Display / Social

Our funnel-driven paid media approach connects with customers from research to conversion, tracked to your business goals and backed by data.

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SEO

Search Engine Optimization

We optimize search by understanding customer intent, growing your visibility, and delivering a compelling user experience to maximize leads.

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Analytics

Marketing Analytics

Our Ph.D. data scientists uncover deep insights, trends, and opportunities from your marketing and website data.

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CenterPoint - Home Service Plus (HSP)

Targeting & Segmentation

This is awesome! Where do I start?