Prime Service Co. — Sacramento appliance repair site with an on-site lead form and Ads tracking

Project overview

Prime Service Co. repairs household and commercial appliances across the Sacramento region: refrigerators, washers and dryers, dishwashers, ovens and cooktops, microwaves and coffee machines, plus kitchen and laundry equipment for restaurants, cafés and offices.

The site had two jobs. It had to make it easy for a homeowner or a restaurant manager to reach the company, by phone or through a request form, and it had to work as the landing page for paid campaigns, where every lead can be traced back to the ad that brought it in. And it had to stay honest: no testimonials written for the site, no “factory authorized”, no guaranteed same-day promises, only claims the business can stand behind.

My role in the project

I personally led the project from design to launch and kept developing the site after it went live. The areas I owned and delivered directly:

• Design and a custom WordPress theme on ACF Pro and Tailwind CSS, without a page builder: 13 page templates, 37 reusable section blocks and 49 inline SVG icons
• A one-click installer that creates every page, menu and field value and sets up the home page, so the whole site can be rebuilt on a clean WordPress install
• The service-request form: lead storage in the admin, e-mails, spam protection and conversion tracking
• Local SEO: a page for every repair line and every local area, with structured data on every page
• Google Ads: I ran the client’s campaigns, so the site was built as their landing page, with every lead measured
• Updates after launch through data migrations, from the business phone number to the advertised service scope, so each change reached the content already saved in the admin, not just the theme’s defaults

What I built: the site

• Home page: a hero with the Google rating, “What do you need fixed?” tabs for residential and commercial equipment, why choose us, brands, a “what to expect” process, the coverage map, the portfolio, FAQ and a closing section with the request form
• Residential and commercial hubs and a page for every repair line (five residential, two commercial), each with common problems and their signs, equipment types, brands, reviews and FAQ
• Service Areas with four local pages: Sacramento and Elk Grove; Rocklin, Roseville and Lincoln; Folsom and El Dorado Hills; and Woodland
• An interactive Leaflet map of 21 communities that loads only when the visitor scrolls to it
• A portfolio of real job photos and videos, managed as galleries in the admin, filtered by appliance type, shown six at a time and opened in a lightbox
• About; Brands, with a note that trademarks are named for identification only; Reviews, with real Google reviews through Trustindex; Contact; Emergency same-day repair; and privacy, terms and cookies pages with an SMS consent clause

What I built: the request form

• On every service page the form sits in the hero, and on every main page in the closing section; every “Schedule Service” button on the site leads to it
• Name, phone, e-mail, address or ZIP, the appliance (preselected from the page the visitor is on) and a description of the issue
• Every request is saved in the admin as its own record, with the page it came from and its ad source: five UTM tags and the gclid, fbclid and msclkid click IDs
• The owner gets a notification and the customer a confirmation with a copy of the request; the sender, the mailbox and the reply promise are edited in the admin
• Spam protection that works with full-page caching: a hidden honeypot field, a minimum fill time and a limit of five requests an hour per IP, with no expiring tokens that could silently drop real leads
• After sending, the visitor lands on a thank-you page that fires the GA4 lead event and a GTM data-layer event, the conversion the campaigns are measured by

Stack and SEO

WordPress with a custom theme in PHP, Tailwind CSS (compiled and tree-shaken) and vanilla JavaScript; ACF Pro with field groups kept as JSON in git; Leaflet for the map and Trustindex for Google reviews. Every page carries LocalBusiness, WebPage and BreadcrumbList data; service pages add Service, and FAQ sections add FAQPage. For speed, the theme strips WordPress extras, inlines critical CSS, preloads the hero image, defers every script and keeps the map library off the page until it’s needed. When the client narrowed the advertised refrigeration scope, I rewrote it across the whole site (copy, service lines and brand lists) with data migrations and redirected the retired pages.