About IZ Optimization
The web design and SEO agency built specifically for service companies.
Who We Are
IZ Optimization is a web design and SEO agency that works exclusively with service-based businesses. We were founded by Calvin Zimmerman and Ben Isaacson with one goal: help service companies stop losing leads to competitors with better websites and stronger Google rankings.
We're not a massive agency with hundreds of clients and generic strategies. We work with a focused roster of service businesses — HVAC, solar, plumbing, roofing, electrical, landscaping, and more — so every website we build and every SEO campaign we run is tailored to how your customers actually search for your services.
Our approach is simple. We build fast, clean websites designed to convert visitors into phone calls and form submissions. Then we run local SEO to make sure your site actually shows up when someone in your area searches for what you do.
Who We Help ---
Service Companies That Need More Leads
Industries We Serve
HVAC & Air Conditioning • Solar Installation
- Plumbing • Roofing
- Electrical • Landscaping & Lawn Care
- Moving Companies • Pest Control
- Pool & Spa Services • Cleaning Services
- Septic & Waste General Contractors
We built IZ Optimization for one type of client: service companies that depend on local customers finding them online. If your business sends a crew to someone's home or property to do a job, you're exactly who we work with.
Our clients come to us with the same problems. Their website looks outdated or doesn't show up on Google. They're watching competitors rank above them. Or they've been burned by a previous agency that took their money and delivered nothing.
We fix all of that.
Calvin Zimmerman — Head of SEO & Client Strategy
Calvin leads SEO strategy, client management, and business development at IZ Optimization. With hands-on experience running SEO campaigns for service companies across solar, HVAC, and home services, Calvin builds keyword strategies and content plans that drive real ranking results — not vanity metrics. He manages every client relationship directly, which means you're never handed off to a junior account manager. When Calvin builds an SEO plan for your business, it's based on your market, your competitors, and your actual growth goals. Calvin holds professional SEO certifications through Semrush Academy and stays current with Google's evolving search algorithms to ensure every strategy reflects what's actually working right now.
Meet the Founders
Ben Isaacson — Head of Web Design & Development
Ben leads web design and development at IZ Optimization. Every website the agency produces goes through Ben's hands — from initial wireframing and layout to final build and launch. His focus is building clean, fast, mobile-first websites that are designed for one purpose: converting visitors into leads. Ben doesn't build generic template sites. Each project is custom-designed around the client's brand, services, and target audience, with SEO architecture built into the structure from day one. That means your site doesn't just look professional — it's built to rank. Ben holds professional marketing and web design certifications and continuously refines his process to keep pace with evolving design standards and Core Web Vitals requirements.
Professional Marketing & SEO Certifications
How We Approach SEO for Service Companies
SEO for service companies isn't the same as SEO for e-commerce or SaaS. Your customers search locally, they search with intent to hire, and they usually call the first company they find. Our entire SEO strategy is built around that reality. We start with a deep audit of your current website, keyword rankings, and competitor landscape. Then we build a custom plan that targets the exact search terms your customers type into Google when they need your services — terms like "HVAC repair near me" or "best solar installer in [city]." From there, we handle everything: on-page optimization, Google Business Profile management, content strategy, local citations, and monthly reporting that shows you exactly where your rankings stand and how many leads SEO is driving.
Most service company websites have the same problem — they were built by a designer who made something that looks fine but has zero SEO foundation, slow load times, and no clear path to convert a visitor into a lead.
We build websites differently. Every site we produce is designed around three things: speed, search visibility, and lead conversion. That means mobile-first design, keyword-optimized page structure, clear calls to action on every page, and fast load times that meet Google's Core Web Vitals standards.
Your website is the hub of your entire online presence. If it doesn't rank and it doesn't convert, nothing else matters. We make sure it does both.
How We Build Websites for Service Companies
Why Service Companies Choose IZ Optimization
Built for Service Businesses — Not Everyone
We don't work with e-commerce stores, SaaS companies. We work with service businesses that need local leads. That focus means every strategy we build is informed by what actually works in your market.
You Work Directly with the Founders
No junior account managers, no outsourced teams you've never met. Calvin and Ben handle your strategy, your website, and your SEO personally. When you call, we answer.
Month-to-Month — No Required Long-Term Contracts
We earn your business every month. No 12-month lock-ins, no cancellation fees. If we're not delivering results, you can walk. That's how confident we are in what we do.
Transparent Reporting and Fair Pricing
You'll always know exactly what we're doing, why we're doing it, and what results it's producing. Web design starts is around $900. Monthly SEO starts at around $500. No hidden fees, no surprises.