Horma Electricidad: a new website and tracking of every inquiry
An electrical installation company in Santiago that needed a website from zero and wanted to know which inquiries arrived, where from and what happened to them.
- Client
- Horma Electricidad (Constructora Horma Grup SpA)
- Industry
- Electrical installations, with HVAC and remodeling as additional services
- Period
- Since August 2026, ongoing
- My role
- Website, SEO, tracking and weekly data review
In 2026 the Horma Electricidad brand started operating as Constructora Horma Grup SpA, with a new domain and website. All numbers in this case study are from the new website only, since August 2026.
(opens the website in a new tab)
What the data shows
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Aug 6 – Sep 7, 2026
23 clicks and 2,431 impressions on Google (the domain’s first month)
Source: Search Console -
Oct 5–9, 2026
88 clicks and 7,068 impressions on Google, average position 5.6
Source: Search Console -
Oct 5 → Oct 13, 2026
Indexed pages: from 24 of 45 to 50 of 51
Source: URL Inspection, Search Console -
Oct 5–12, 2026
10 contact events recorded: 4 real inquiries, 5 publishing tests and 1 click without a message
Source: Google Analytics and the company’s WhatsApp -
Sep 22 and 23, 2026
Two inquiries came from AI assistants (ChatGPT and Gemini)
Source: Google Analytics
Impressions and clicks measure visibility, not clients. Confirmed inquiries are the number that matters at this stage; contracts are the next one.
Context
Horma Electricidad is an electrical installation company certified by SEC (Chile’s electricity and fuel authority), led by a technician with more than 13 years in the trade and a large social media audience. It focuses on projects (full installations, power upgrades, electrical remodeling) more than on emergencies.
In August 2026 it started with a new domain, with no history on Google. The goal had two parts: to appear in searches for the jobs the company wants to do, and to be able to count, one by one, the inquiries that arrive through the website.
What I built
- A WordPress website with a custom theme, without page builders: pages by service and by district in eastern Santiago, a page for architects and builders, and a section with pages by problem based on real jobs.
- Three calculators (energy use, installation and power connection) that give an estimate and open the WhatsApp conversation.
- Tracking of every contact channel: WhatsApp, call, form and completed calculation, with the page they came from. Test visits are marked as internal so they are not counted.
- A weekly review of Google Analytics and Search Console, with a permanent record of each week and of every change made.
- A record of cases with the source of each client, the date of first contact and the reason when a quote is lost.
How it is measured
An event in Google Analytics is not an inquiry. Every Monday each recorded contact is reviewed and checked against what really arrived on the company’s WhatsApp. Only what arrived counts. Then the company reports if there was a visit, a quote and a contract.
The system behind the website
What happens when the inquiry arrives
The website brings the inquiry; what happens next is recorded in an internal tool I built for the company. This way each inquiry has an owner, a deadline and a result, and you know which quotes are waiting for an answer.
- A profile for each client with their source and history
- Follow-ups scheduled 3, 7 and 14 days after sending a quote
- An accepted quote becomes a job with one click
- Progress, payments and subcontracts for each job
- A weekly summary: quotes sent, accepted, lost and why
Reference
The previous website: 8 months of learning
Before this website I handled all the marketing for the company’s previous domain. The new website started with that knowledge of the market, the mistakes already made, the known bottlenecks and the redirects from the old website to the new one. That’s why it moved forward in 2 months as much as the old one did in 8.
- CLP 14 M
- in closed jobs in the last 3 months
- CLP 31 M
- in open quotes at the end
- 8 months
- of work on the previous website
Chilean pesos. The company’s sales records. It is a reference for the previous work and is not added to the numbers of the new website.
What we learned
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01
A click on WhatsApp is not an inquiry
In a week with 10 contact events, only 4 were people who actually wrote. Without manual checking, the tracking would have doubled the result.
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02
Inquiries also come from AI assistants
The first two inquiries we could link to the new website came from ChatGPT and Gemini, not from Google. That’s why the website describes exactly who the company is, what it does and where it works.
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03
Not all projects come from searches
When we crossed the source of clients with contracts, the biggest projects came mostly from referrals and partners. The strategy added a page for architects and builders.
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04
Sometimes the fix is in sales
Reviewing conversations with clients showed project inquiries that stopped after the first contact or after the visit. The October plan started with follow-up (response times, final quote on set days, a summary for the person who decides) before thinking about ads.
Current status
As of October 2026 there are project quotes in progress that came through the website. For a full electrical installation the decision can take weeks or months, so there are no contracts from the new website that can be published yet. They will be added when they are closed and confirmed.