Commercial and industrial electrical, Lebanon, TN
A custom 18 page site, original job site media, and 363.6% more LinkedIn views for Phaze Electric
Phaze Electric was winning work on relationships, not on how they looked online. We did three things: spent two weeks on their job sites shooting original photo and video, built a custom 18 page website around that footage, and rebuilt their LinkedIn company page. The site ranked number one in Lebanon for commercial electric services in the month after launch, and the LinkedIn page climbed with zero posting.
By Tanner Herring · Published August 22, 2026
- Client
- Phaze Electric LLC
- Trade
- Commercial and industrial electrical
- Market
- Middle Tennessee and Alabama
- Company size
- 11 to 50 employees
- Services
- Original photo and video capture on their job sites, custom 18 page website build, brand voice and slogan, LinkedIn page optimization
- Engagement
- October 2024 to March 2026
- Headline result
- Ranked number one in Lebanon, TN for commercial electric services in the month after launch, with several service pages carrying that term also at number one, plus LinkedIn page views up 363.6% in 30 days
The situation
David and Marshall started Phaze Electric together after leaving a prior company. When we first sat down with them, they were six to eight months in and almost every job on the board had come from a relationship one of them already had with a general contractor.
That works until the contractor on the other side of the table has to justify the pick to someone else. Then they look the company up. What they found was a LinkedIn page that had barely been touched and a one-page website someone had thrown together with stock photos, no service detail, and no organic presence in Middle Tennessee.
The owners named the problem themselves over lunch at Lebanon Country Club on October 22, 2024. They wanted to look as put together online as they were on a job site. This was a B2B trust problem, not a lead volume problem, so we did not pitch ads.
What we found
We went through both public surfaces the way a general contractor, developer, or facility manager would.
- LinkedIn page was only partly filled out, with no services listed and a thin company description
- No defined brand voice, so every description of the company read differently
- No slogan and a generic cover image that said nothing about commercial and industrial work
- Website was a single page with stock photography and no proof of actual projects
- No individual service pages, so nothing on the site could rank for the specific work they do
- No local signal tying the company to Middle Tennessee or Alabama
What we did
Discovery over lunch
Sat down with both owners at Lebanon Country Club. Listened first, then laid out the case that for a B2B electrical contractor, the LinkedIn page and the website are the two things a prospective contractor checks before returning a call.
Approval and scheduling gap
The owners needed internal sign-off and were running a growing company at the same time. We ran at their pace. This gap is normal in the trades and we would rather note it than pretend the timeline was tighter than it was.
LinkedIn page rebuilt and live
We posted nothing. Not one update. Everything in the results table below came from the profile itself, which is exactly why the numbers are worth showing.
- Defined a brand voice for the company and wrote every profile field in it
- Wrote the slogan: Phaze by Phaze, Excellence is Our Current
- Designed a cover photo built around commercial and industrial electrical work in TN and AL
- Filled out the full services list: design-build, new construction wiring, panel upgrades, LED retrofits, data cabling, generator installs, emergency repairs
- Rewrote the company description around who they serve: general contractors, developers, and facility managers
- Completed the remaining profile details, location, size, industry, and specialties
On-site media capture
Our media team went out with the crews across Middle Tennessee and shot the real work. Scissor lifts, hard hats, and live job site conditions, filmed while the electricians kept working. Every photo on the finished website and the video running behind the top of the home page was captured by our team. No stock, anywhere on the site.
Custom website build
A custom build, not a template. We gave all 18 services their own page so the site could compete for the specific searches contractors and facility managers actually run in Middle Tennessee, put their AGC of Tennessee and ABC Greater Tennessee memberships in front of every visitor, and built the whole thing around the photography instead of dropping photos into a layout that was already finished.
Website launch
The site went live at phazeelectrical.com. Three months of build time, start to finish.
Two weeks on Phaze job sites across Middle Tennessee with our own camera team, so every image on the finished site is their crew and their work.
The same two weeks on their job sites produced the brand film below, plus every photo and video clip running on the finished website.
Marshall and David told us multiple business owners and friends called the film stellar, and one other company asked whether they could hire us for videography off the back of it. That is owner reported word of mouth, not a tracked metric, so it stays out of the results table.
What the finished custom site looks like, all of it built around media our team shot on their job sites.
The site was built so each service could compete on its own instead of hiding inside one catch-all page, and the search results followed quickly after launch.
- In the month after the March 3, 2026 launch, Phaze Electric ranked number one in Lebanon, Tennessee for commercial electric services.
- Several of the individual service pages carrying that same core term also ranked number one, which is the payoff for giving all 18 services their own page.
- As of August 2026 the main term sits around position three rather than number one. Our engagement ended when the site launched, so no ongoing SEO work has run since March 2026. Local search keeps moving whether or not anyone is maintaining it, and we would rather show the drift than freeze the best week and call it permanent.
These are our own manual searches from Lebanon, Tennessee, not third party rank tracking, and we did not screenshot the launch month. Take them as reported by us.
Results
| Metric | Before | After | Source |
|---|---|---|---|
| Google: commercial electric services in Lebanon, TN, month after launch | Not ranking, one page site with no service pages | Number one | Manual Google search, Lebanon TN, reported by Hard Labor Marketing |
| Google: service pages carrying that same core term, month after launch | No service pages existed | Several at number one | Manual Google search, Lebanon TN, reported by Hard Labor Marketing |
| Google: commercial electric services in Lebanon, TN, August 2026Did not move | Number one | Around position three | Manual Google search, Lebanon TN, reported by Hard Labor Marketing. No SEO retainer has run since the March 2026 launch. |
| LinkedIn: search appearances, 7 days (first 48 hours after go-live) | 11 | 32, up 190.9% | LinkedIn page analytics |
| LinkedIn: search appearances, 7 days (following week) | 32 | 41, up 28.1% | LinkedIn page analytics |
| LinkedIn: post impressions, 7 days | 19 | 30, up 57.9% | LinkedIn page analytics |
| LinkedIn: page visitors, 7 days | 4 | 11, up 175% | LinkedIn page analytics |
| LinkedIn: page views, 30 days | 22 | 102, up 363.6% | LinkedIn page analytics |
| LinkedIn: unique visitors, 30 days | 8 | 25, up 212.5% | LinkedIn page analytics |
| LinkedIn: followers, first 7 daysDid not move | 35 | 36, one new follower | LinkedIn page analytics |
| LinkedIn: new followers, 30 days | 2 | 5, up 150% | LinkedIn page analytics |
The LinkedIn rows come from LinkedIn's own page analytics for the periods shown in the screenshots below, with before values derived from LinkedIn's stated period-over-period change against the prior equal-length period. No posts were published in those windows, so the movement reflects profile optimization only. The Google rows are our own manual searches from Lebanon, Tennessee rather than third party rank tracking, and we have no screenshots from the launch month, so treat them as reported by us and not independently verified.
What we would do differently
We would lock in a fixed feedback cadence at kickoff, a standing 30 minutes each week, instead of chasing approvals between jobs. The build itself took three months of work but stretched across a much longer calendar, and a set meeting would have compressed that without asking the owners for more total time.
Bottom line
- Phaze Electric of Lebanon, Tennessee is a commercial and industrial electrical contractor that was winning work on relationships while looking unfinished online.
- Hard Labor Marketing spent two weeks on their job sites across Middle Tennessee shooting original photo and video, so every image and clip on the finished site is their crew and their work, with no stock anywhere.
- We built Phaze Electric a custom website with 18 individual service pages, launched March 3, 2026 at phazeelectrical.com, designed around that footage rather than around a template.
- In the month after launch the site ranked number one in Lebanon for commercial electric services, with several service pages carrying that term also at number one. It sits around position three today, with no ongoing SEO work running since the launch.
- Optimizing the Phaze Electric LinkedIn page, with no posting at all, raised page views 363.6% to 102 in 30 days and unique visitors 212.5% to 25.
- Follower growth stayed close to flat over the first week, moving from 35 to 36, which is what should happen when the work is profile optimization and not content.
- The brand film we produced drew unprompted praise from other owners and one inbound videography inquiry from another company, per Marshall and David.
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