Today let’s talk about what some of the leading HVAC websites have in common, and why these characteristics are important. Although this article is geared towards heating and air conditioning websites and what a well-built HVAC site should have, these principles can apply to any service-based website. Whether you have 1 truck, or 500, it’s important to follow these HVAC website tips to get a better return on your heating and air conditioning marketing efforts.
Your HVAC website should be mobile friendly and fast loading
Super important! Not only does Google index the mobile version of your website over the desktop version, but over 60% of web traffic comes from mobile. This number is increasing by the day! Furthermore, Google has made it clear they are going to start ranking websites based on speed.
So, without a fast-loading, mobile-first website (aka responsive website), you’re missing out on an opportunity to rank higher on Google and you could be losing customers due to a negative user experience.
For example, if someone is searching for “air conditioner repair near me” from their phone, they want a site they can navigate on their phone and call directly with the tap of a button. So make sure your website functions great on mobile devices, and loads quickly. If a customer visits your website and it takes a while for it to display, they may very well click back to the search results, and choose another HVAC company…Your competitor!
Your HVAC website should build trust
You provide a service where customers are willing to let a stranger into their home. Establishing trust with your customers is MANDATORY. Third party reviews from websites such as Google, Facebook, and The Better Business Bureau will allow customers to learn more about what to expect when choosing to do business with you. Be sure to monitor your review presence across all major review sites and go above and beyond to provide a 5-star experience, day in and day out. Respond to every review whether it’s positive or negative and always try to resolve issues. On your website, show photos and videos of your staff, as well as video testimonials from previous customers. Stay away from stock images (purchased images of people) if you can. Reiterate that all of your employees are background and drug screened and undergo continual training to ensure the highest quality of service.
Pro tip: Encourage your employees to maintain a well-groomed and presentable appearance. They are a direct reflection of your company. Don’t look like “Swamp Thing”.
Your website should clearly outline the HVAC services and products you offer
Although this may seem like a given, your HVAC website should clearly outline all of the heating and air conditioning services you offer. We recommend separate pages for heating, cooling, as well as repair, installation, and maintenance. Clearly explaining each service will help customers know what to expect, and also benefit your SEO efforts. This will help to refine your site content around the keywords that are most related to what you do, which ensures that you’re getting high-quality and relevant leads from your HVAC website SEO campaigns. Be sure to create pages for any type of accessories you offer such as smart thermostats, air duct cleaning, UV purification lights, and other add on services to educate your customers and build awareness. This can also lead to additional sales!
Your HVAC website must have strong offers and a clear call to action
Let’s face it. No one has ever said “Gee, I hope I have to call an HVAC contractor today.” That being said, your offers and call to action need to stand out from the 25 other HVAC companies in your area. Your website CTA is how you direct web visitors to take the next step to become your customer. Depending on the different HVAC services you offer, some strong call to actions may include:
- Schedule today & save $XX on your service call!
- Schedule your FREE in-home estimate on a new air conditioner
- Schedule your furnace installation by [insert date here] and receive a FREE [insert accessory here]
- Schedule your air conditioner maintenance for $XX and avoid costly breakdowns!
Be sure to include at least 3 coupon offers. Although it may sound old school, visitors love clipping and redeeming coupons!
Pro tip: conduct a monthly review of what your competitors are offering so you can stay competitive with your offers.
Tell your company story
Don’t be the company that is seen as the Wizard of Oz, (hiding behind a curtain), or Wilson from the 90s sitcom Home Improvement (neighbor hiding behind fence).
Your website is the perfect place to showcase who you are and what your business is about. You might be thinking “I’m an HVAC contractor. I’m about heating and cooling.” Every business has a story, and you started your business or started working with the business to help people solve problems in their homes. Tell them about it!!
The best HVAC websites include an About page that has information about their business, their history, and their mission statement. This is a great way to build trust and can also help you stand out from the competition. If someone is choosing between your locally owned and operated business with 50 years of experience or a chain business with no story they can connect with, chances are, they’re going to choose you! Show real photos of your employees, owners, and management team and get social! Ensure you have the proper social media platforms set up such as Facebook, Instagram, YouTube, LinkedIn, and Twitter. Post to these channels on a regular basis, and be sure to include employee videos, and customer testimonial videos!
Make it easy for visitors to contact you
Make it as easy as possible for your visitors to contact you, otherwise they’ll simply leave your site, go back to Google, and click on the next result to see if it’s easier to contact them. We highly recommend providing multiple forms of contact on your website, including:
- A highly visible click to call phone number at the top of your site
- Website contact forms which are sent to your team upon submission
- Live chat monitored and operated by an on-site employee
- Text to chat monitored and operated by an on-site employee
- Skype or video conferencing if applicable
- If you provide 24/7 service, make it jump (think Air Jordan) throughout the site
By providing these different types of contact options, you’re making it convenient for the user to choose their path of least resistance. For example, say if a customer is at work and they need to schedule an appointment, but can’t call at the moment. Live chat or online form to the rescue!
Pro tip: Millennials which are quickly becoming homeowners grew up on texting. Make it easy for them!
Provide heating and cooling tips and other useful information
Your HVAC website should also act as an informational resource for your visitors. This will help you establish yourself as an authority and expert when it comes to the services you provide. Create a blog where you can post articles such as tips to save money on heating and cooling, as well as answers to common questions surrounding the products and services you provide. Post frequent news updates, community involvement, photo galleries of your work, and more. Including a blog will help with your SEO efforts, as you have control over the content and what you write about. Do some keyword research ahead of time and create a list of commonly searched for heating and air conditioning questions, then draft your blog posts in response to these. Not only will this give your site a boost with SEO, but it also shows good will on your part by providing useful informational without a “hard-sell” tone to it.
Pro-tip: provide a method for collecting email addresses from your visitors which can be later used for marketing. IE: Join our mailing list and we’ll send you an extra $10 voucher which can be used towards any service!
Your website is the foundation of all HVAC marketing efforts. It acts as a funnel for all of the paid and organic traffic that you drive to it, as well as a catch-all for other campaigns that mention or list your website address. It’s where potential customers will look for information about your services, your reviews, and your team, but most importantly, it’ also where you can capture web visitors and convert them into paying customers. By including the suggestions and tips listed above, we are certain it will help you drive new leads and revenue for your business.