Commercial electrical contractor — Arkansas

What they came in with

Established residential electrical contractor based in northwest Arkansas pivoting toward commercial work — property managers, restaurants, multi-family residential, light industrial. Strong residential reputation built over a decade of service-call work, but commercial inquiries land in the same intake flow as a homeowner asking about a ceiling fan install. The marketing infrastructure does not differentiate the two funnels. No B2B-specific content, no commercial landing page, no proposal-templated workflow. Commercial leads — property managers calling about a 12-unit lighting retrofit, restaurant owners needing kitchen-circuit upgrades, light-industrial site managers needing panel upgrades — get a residential phone-quote treatment when they need a proposal-style scope-of-work, line-item pricing, and a single-point-of-contact relationship. The result: commercial inquiries close at maybe 15 to 20 percent versus the residential 60-plus. The owner has the technical chops to do the work and the team to fulfill — what is missing is the funnel that signals "we do commercial work seriously" before the first phone call.

What we built

Parallel B2B funnel built without disrupting the residential business that pays the bills today. Dedicated commercial section on the site with B2B-targeted SEO content — money pages on commercial electrical service per metro, VRF tie-in commercial per city, restaurant kitchen circuit upgrade Arkansas, and multi-family panel upgrade contractor. Separate commercial intake form with proposal-style fields: project scope description, square footage or unit count, decision-maker title, RFP timeline, current electrical baseline. Form routing splits commercial inquiries to a dedicated commercial follow-up sequence — proposal-format response within 24 hours, not a residential phone quote. Past commercial work surfaced as commercial-flavored case structure on the site (project type, scope, timeline, before-and-after where photos exist, single-point-of-contact named). Residential funnel runs in parallel — homepage, residential service pages, residential intake — completely unchanged. GBP gets a Services-we-provide expansion to include commercial categories so commercial searches see the listing. Review collection adds a commercial-specific ask post-completion (separate from the residential post-job text-back) to build commercial-anchored social proof.

What to expect

Commercial sales cycles run 60 to 90 days from first inquiry to proposal signature — longer than residential service calls but faster than GC remodels. Early signal: commercial inquiries land in the RIGHT intake flow rather than being treated as residential calls. Month 1: first commercial RFP through the rebuilt form — typically a $5k to $15k single-project bid (lighting retrofit, panel upgrade, restaurant kitchen rebuild). Month 2 to 3: proposal-win rate on commercial inquiries lifts measurably as the response time and format match what property managers expect from a commercial vendor. Month 3 to 6: first recurring-service contract sourced through the engagement — multi-family quarterly preventive electrical, restaurant kitchen monthly inspection, light-industrial preventive maintenance. Recurring service contracts are the real commercial prize: they compound on retention rather than acquisition, and a single $1,500-per-month multi-family contract covers the retainer alone. Verified case study with project type and gross profit detail lands July 2026.