Inside Aaron Services’ 206% Page View Growth with NitroPack

When you’re dealing with an urgent plumbing issue, and literally every second counts, the last thing a person wants to do is wait for a slow-loading plumbing service website.

With over 46 years of exceptional service in the plumbing industry, Aaron Services has built a reputation for quick, reliable solutions when their customers need them most. Over the years, they’ve brought that same dedication to their online presence, knowing that fast and seamless web experiences can prevent their prospects from facing damages worth thousands of dollars.

Read on to discover how optimizing their site’s performance boosted their page views by more than 200% and further cemented them as the go-to plumbing company in North Atlanta, Georgia. 
 

About Aaron Services

Aaron Services is a family-owned business that offers complete plumbing services and HVAC solutions—from repairing leaks, replacing pipes, and installing water heaters to maintaining heating and cooling systems. Furthermore, their constant innovation and investment in green technologies allow them to reduce environmental impact while lowering energy costs for their clients.
 

Main Challenge

Struggling with poor Core Web Vitals, high bounce rates, low Quality scores for their Google ads, and high cost-per-click (CPC), Aaron Services needed an all-in-one solution that would improve their performance across the board. 

Their primary optimization goal was to enhance the site’s overall performance, with top priority given to the home page—particularly on mobile, as it accounts for the majority of their traffic. 

However, the home page’s video content, dynamic elements, and image-heavy design introduced several challenges:

• Slow initial load time due to render-blocking third parties
• Poor Largest Contentful Paint (LCP) due to an unoptimized main page element
• Delayed responsiveness and blocked main thread caused by heavy CSS and JavaScript execution
• High bounce rates and reduced engagement, as users abandoned the site before interacting
• Increased CPC, lower quality score, and a suboptimal return on investment (ROI)
   

Solving Performance Issues with NitroPack

To guarantee optimal results in the least amount of time, NitroPack’s Performance engineering team worked closely with the client to:

• Fine-tune their settings to accommodate their specific needs
• Ensure a smooth CDN integration
• Explain some edge cases and address potential issues

 

As a result, the following NitroPack features were instrumental in transforming Aaron Services’ website performance:

• Removing render-blocking scripts: NitroPack eliminated scripts that slowed down load times by blocking the main thread, making the site faster and more responsive.
• Prioritizing critical resources: By delaying non-essential scripts (e.g., analytics tools), we ensured that resources critical to the user experience were loaded first.
• Lazy loading below-the-fold content: This reduced initial load times, saved bandwidth, and improved LCP scores.
• Seamless CDN integration: NitroPack’s built-in CDN delivered static and dynamic content faster, improving load speeds for all visitors.
• Generating critical CSS: By prioritizing the display of above-the-fold content and removing unused CSS, the site rendered faster and more efficiently.
• Comprehensive image optimization: Features like image compression, lazy loading, and Adaptive Image Sizing improved the mobile experience, reduced page weight, and ensured faster loading times across devices.

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The Results: With and Without NitroPack

After NitroPack was fine-tuned to work specifically with their setup, Aaron Service managed to hit all their major performance milestones:

✅ Passed Core Web Vitals
✅ 90+ PageSpeed Insights score on mobile and desktop
✅ Boosted average engagement time per user by an impressive 113.48%
✅ Reduced bounce rate sitewide by 22% and by up to 78% on key pages
✅ Improved page quality scores for over 91 keywords, significantly lowering CPC and boosting ad performance

Let’s take a deeper look at those astonishing results. 
 

Core Web Vitals

One of Aaron Services' primary goals was to pass the Core Web Vitals assessment. With NitroPack, they not only achieved this milestone for the first time but have also maintained consistently high performance, meeting Google’s user experience standards with ease ever since.

 

Performance scores

With NitroPack, our client’s website saw a remarkable improvement in overall Performance scores, increasing by 40 points on mobile (from 59 to 99) and by 22 points on desktop (from 77 to 99). Not only does their site excel in lab tests, but it also delivers top-tier performance in real-world scenarios, ensuring an exceptional user experience at all times.

 

Improved SEO metrics

By dramatically reducing load times and enhancing the user experience, Aaron Services achieved an impressive transformation in their SEO metrics, particularly in engagement and bounce rates.

For starters, their engagement rate went through the roof across the site, with key pages seeing remarkable gains:

• Website overall: +113.48%
• Home page: +151.62%
• Water heater repair page: +112.02%
• Heating and cooling services page: +71.07%

Similarly, bounce rates saw a substantial decline, with users now spending significantly more time on the site:

• Website overall: -22.33%
• Plumbing Services page: -27.27%
• Water Heaters page: -78%
   

Better Quality Score, lower CPC, higher ROI

Last but not least, the performance improvements helped our client achieve an “Above Average” landing page experience for over 91 target keywords. This achievement reduced their cost-per-click, enabling more cost-effective paid campaigns and significantly increasing their ROI.

 

By leveraging NitroPack’s optimization, Aaron Services took their website to the next level—improving performance, cutting costs, and creating a better customer experience. These changes have helped them grow their business, attract more customers, and continue delivering the exceptional service they’re known for.