Made Up, Inc. does good work and its customers say so. Almost none of that reaches a buyer online. The reviews are strong but thin, the website was built for a desktop in 2016, and three different logos are in circulation. The company is winning on referrals and losing everywhere a stranger might find it first.
Solid fundamentals undermined by neglect across every digital channel. Nothing here is broken beyond repair; nearly everything is unattended.
This is a fictional demonstration audit. Made Up, Inc. does not exist, and every metric, page name, review count, and competitor below is invented to illustrate the format, scoring, and voice of a Sidestreet audit. Real audits are built from live site fetches, technical checks, search rankings, review platforms, social profiles, ad libraries, and earned-media searches, with a dated method statement and 'couldn't verify' wherever data is not public. Sections are scored 0–100; the overall score is a judgment, not an average.
Two are from 2024. A short, specific reply from the owner turns a liability into a trust signal for every future reader.
"Welcome to Made Up, Inc." says nothing. "Commercial HVAC for the Upstate, serviced by the people who installed it" says the whole pitch in one line.
It is the single largest reason the homepage takes 6.8 seconds on mobile. One export fixes it.
Google, Facebook, and the truck wrap all disagree. Standardize on the 2021 mark and retire the rest.
Both show a phone number the company stopped using in 2022.
A 4.8-star Google rating on 41 reviews is a real asset for a commercial contractor. The problems are volume, recency, and silence: only three reviews in the last twelve months, and no owner has ever replied to anything.
Reviews consistently praise technician professionalism and response time on emergency calls. Several name specific technicians.
Three new reviews since August 2025. Competitors in the same market are adding two to four per month.
Two one-star reviews from 2024 cite missed appointments. Neither has a reply. Unanswered negatives read as indifference.
Listed with an A- rating but no business-supplied details, no photos, and one unresolved 2023 complaint.
Yelp shows the listing with zero reviews. Facebook recommendations are turned off.
We build the review ask into the workflow the company already runs, so it happens without anyone remembering to do it. A senior strategist writes the response playbook and the owner approves it once. No agency layer between the business and its customers.
Made Up ranks first for its own name and nowhere else. For "commercial HVAC Spartanburg" it is on page two, behind two national franchises and a competitor half its size. The Google Business Profile is doing most of the work the website should be doing.
Position 14 in a de-personalized search. Position 3 in the map pack, which is the only reason the phone rings from search at all.
Both are core services. Neither has a dedicated page, so there is nothing to rank.
Services list is empty, no posts since 2023, and photos are all from the same 2019 job.
Bing, Apple Maps, and Yellow Pages show the old number. Google and the site show the current one.
Links from a regional trade association and two local news mentions. A foundation to build on.
Local SEO for contractors is not mysterious. It is service pages, a complete profile, consistent citations, and proof content, done by someone senior enough to know which of those matters most this quarter. We have run this for mechanical and industrial clients since 2010, from Spartanburg, without a junior team learning on the account.
The site is on HTTPS and the sitemap works. That is most of the good news. Page speed, mobile layout, and basic on-page hygiene are all where they were when the site launched in 2016.
HTTP redirects cleanly. Sitemap lists 22 URLs, all returning 200.
A 4.1 MB hero image and four render-blocking scripts, including a chat widget that was never configured.
All nine read "Made Up, Inc. | Home." Six pages have no meta description.
On a 390px viewport the hamburger menu covers the click-to-call link. The one thing a mobile visitor wants is the one thing they cannot tap.
No LocalBusiness or Service schema. Nothing tells search engines what the company is or where it operates.
All point to a /careers page that was removed in 2023.
Our web team is small and senior, which means the person who diagnoses the problem is the person who fixes it. We use AI-assisted tooling to audit and correct on-page issues across a whole site in days rather than sprints, and a human checks every change before it ships.
Made Up has 40 years of history, named technicians, and customers who will say nice things on record. None of it is above the fold. The homepage opens with a welcome message and a stock photo of a thermostat.
No service, no location, no reason to stay. A visitor cannot tell within five seconds whether the company does residential or commercial work.
The 4.8-star rating, the 1984 founding date, and the three case studies all live on the About page, which gets 4% of traffic.
No phone-first CTA, no "Request a maintenance quote," no urgency for emergency service.
The Maintenance page explains what a quarterly inspection includes in plain language. This is better than most competitors.
Seven posts total. Two are still useful; the rest are holiday greetings.
Common in commercial HVAC, but a "how we quote" page would remove a real objection.
Messaging is where a broadcast background pays off: say the true thing, say it first, and say it short. Our founder writes or edits every headline personally. No handoff to a content mill, no six-week brand discovery. We find what is already true about the company and put it where the buyer will see it.
Facebook and Instagram have not posted since 2024. LinkedIn is the exception: the owner posts occasionally, and those posts get real engagement from the commercial buyers who matter. The company is doing the right thing on the wrong channel and nothing on the others.
Profile photo is the 2009 logo. Cover image is a pixelated truck.
Bio links to a dead landing page.
A February post about a hospital rooftop replacement drew 44 reactions and three comments from facility managers. This is the channel that reaches buyers.
Reasonable for the vertical. YouTube is the one worth reconsidering for job walkthroughs.
Three different logos, two different taglines, and two phone numbers across the four active profiles.
We do not recommend posting everywhere. We recommend posting where the buyers are, and for commercial contractors that is LinkedIn. Our production team turns one job site visit into a month of content, and the same senior strategist who set the plan is the one reviewing what goes out.
Made Up has a 2009 logo, a 2021 refresh, and a third version someone made for the truck wrap that matches neither. Colors drift from navy to royal blue depending on the vendor. There is no brand standard, so every new touchpoint invents its own.
Google Business Profile shows the 2009 mark. The website uses the 2021 mark. Facebook and the fleet use a stretched variant with a different typeface.
Confirmed with the fictional owner. Vendors are sent whichever file is closest at hand.
Website navy is #1B2A4A. Truck wrap is closer to #0047AB. Uniforms are a third blue.
Clean, legible at small sizes, works in one color. The company already owns a good logo; it just is not using it everywhere.
"Comfort You Can Trust" on the site, "Since 1984" on the trucks, nothing on LinkedIn.
Brand consistency is mostly discipline, not design. We produce the standards document, fix every public touchpoint ourselves, and give the company a single source of truth for every future vendor. A senior designer handles it start to finish; nobody hands it off.
Google Ads Transparency shows a single search campaign running since 2022. Meta Ad Library shows nothing. The Google campaign appears to target residential terms the company does not want, which means it is likely paying for the wrong phone calls. Spend could not be verified.
Ad copy reads "AC Repair Near You – Call Today." Residential intent, for a commercial contractor.
Google Ads Transparency shows creative, not budget. No public source for spend.
Meta Ad Library returns no active or past ads. For LinkedIn-first commercial buyers, this is a low-priority gap.
The one channel where facility managers are reachable has never been tested.
Couldn't verify local sponsorships; none appear in searchable sources.
We only recommend paid channels that fit the vertical. For commercial mechanical work that is search and LinkedIn, run by a senior media buyer who reports what the calls actually were, not just what they cost. Fewer layers means the budget goes to media, not markup.
Made Up was in a regional business journal in 2023 for a hospital retrofit and won a state contractors' association safety award in 2024. Neither appears on the website, on LinkedIn, or anywhere the company controls. The raw material for a credible earned-media program already exists.
A 600-word story on a hospital rooftop retrofit, with a quote from the facilities director. Still live.
Listed on the association site. Not mentioned by the company anywhere.
The site has no place to put coverage, so coverage disappears.
The owner has 40 years of experience and has never been on a regional trade panel. Couldn't verify private invitations.
Both listings are accurate but minimal.
PR at Sidestreet is run by people who came from newsrooms. We know what an editor will run and what a producer will book, and we pitch it ourselves. For a company with real stories and no one telling them, this is the fastest credibility gain available.
Everything in this audit is fixable. The difference between agencies is who actually does the fixing. At Sidestreet the senior people who scope your work stay on your work.
Ranks #2 for every commercial term, posts to LinkedIn weekly, 130 Google reviews. Beatable on depth of experience and named technicians, which they do not show.
Owns the paid search results and the map pack. Reviews are 3.9 stars and heavily residential. Made Up wins on commercial specialization if it says so.
Half the size, better website, one consistent brand. Wins on first impression alone.
Senior people stay on your work from the first call to the last deliverable. No handoffs, fewer layers, and an AI-powered workflow that lets a small team outwork a big one. Book thirty minutes and we'll walk this audit together and agree on what to do first.
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