Client Overview
Erickson Commercial Refrigeration is a trusted provider of commercial refrigeration, HVAC, and kitchen equipment services throughout the Pacific Northwest. Established in 1977, the company is known for rapid response, technical expertise, and 24/7 emergency support.
Despite their strong industry presence, Erickson’s previous website was extremely outdated, feature-limited, and no longer reflected the company’s brand, professionalism, or service capabilities.
Before & After Website Transformation
Website Redesign Before:
After Website Redesign & Launch:
The Challenge
Erickson’s old website presented several obstacles:
1. Outdated Brand Presentation
The previous site lacked modern visual design, professional imagery, and messaging that communicated their 40+ years of expertise and service offerings.
2. Poor User Flow
Important pages such as Commercial Refrigeration, HVAC, and Service Areas were buried or non-existent.
3. Low Conversion Focus
The old site offered limited call-to-action options, making it harder for customers, especially those needing emergency service, to contact the team quickly.
4. Competitor Disadvantage
While competitors had modern, polished websites, Erickson’s site did not reflect the company’s true professionalism or reliability.
Our Solution
VereNorth redesigned the website (https://ericksonrefrigeration.com/) from the ground up in two months on a tight budget to improve usability, brand trust, and lead generation.
Visual & Branding Upgrade
Modern Hero Section
- Clear messaging: “Commercial Refrigeration, HVAC & Kitchen Equipment Experts.”
- Prominent calls-to-action
- Professional photography and clean visual structure
Improved Navigation & Structure
We reorganized the site architecture to make key information easy to access:
- Commercial Refrigeration
- Commercial HVAC
- Industries Served
- Service Areas
- Emergency Support
- Get a Quote
This improved the user journey from landing page → service page → request.
Conversion-Driven Elements
- Sticky phone number bar
- “24/7 Emergency Service” button
- “Get a Quote” CTA repeated across pages
- Simplified contact flow
Optimized for SEO & Performance
- Faster load times
- Mobile-responsive layouts
- Clearly structured H1/H2 headings
- Optimized service pages
This gives Erickson a stronger foundation for local SEO growth.
The Result
A modern, trustworthy digital presence
The new design reflects Erickson’s professionalism and long-standing reputation.
Improved conversions & user engagement
Clear CTAs guide users to call, request a quote, or get emergency help.
Better visibility for core services
Each major service category now has a well-designed, optimized page.
Stronger competitive positioning
Erickson now mirrors and exceeds the digital quality of many competitors.
Conclusion
VereNorth helped Erickson Commercial Refrigeration transform its web presence into a high-performing, modern, and conversion-focused website. The redesign supports the company’s growth and positions the company as an industry leader across the Pacific Northwest.