Today, there are over 100,000 HVAC businesses in the United States, each competing for a piece of the $81.1 billion/year industry. And, With more than 72 million homes in the United States with a central HVAC unit, how can your HVAC business stand out above the rest in such a competitive industry?
A couple of key tactics to help make your phone ring are…
- Put your website to work
- Localize yourself
- Voice Search
- Paid Search/PPC
- Turn needs into leads with seasonal deals
- Implement a referral program
- How complementary services can uncover new opportunities
- Turn needs into leads with seasonal deals
- 8-10 year long marketing tactics that work
Check: #1 seo company website here for more information
Put Your Website to Work For You
There are 8 simple, yet critical elements that every HVAC business website MUST follow to be successful in attracting new customers:
- A relevant domain name. If the domain name you want to use is already registered to someone else, it’s okay to create something similar or play around with the wording a bit. At the end of the day, the most effective domain names are the ones that are easiest to remember!
- An easy-to-navigate homepage. Visitors should be able to quickly scan your website’s Home page to find the information they are looking for. The key here is to think about WHAT your customers are looking for- Emergency or After Hours Service? Do you service boilers as well as forced air systems? What areas (cities, boroughs, or counties) does your company service?
- Current contact information. Your address, phone number, email, and links to your social media accounts should all be current. However, be sure to emphasize the best way for your customers to reach you! At the end of the day, they are most likely to work with a company that is quick to respond.
- A solid company description. People who have never worked with you before need to know WHO you are, WHAT services you provide, and WHY you’re a better choice than any of your competitors. Remember, your prospects are looking for someone they can trust, so it’s important to explain WHY they should trust YOU! Keep in mind that you have less than two seconds to make a great first impression (online)!
- A Call-to-Action (CTA) and Lead Form. Assuming you’ve provided all the key information your customers are looking for (and made it easy for them to find it!), the next logical step is to tell your visitors exactly what you want them to do. For example, an effective CTA for an HVAC-related lead form is: ‘Request a FREE Repair or New Installation Estimate!”
- A Testimonial / Reviews Page. This allows prospects to see what other customers have to say about their experience working with you. However, don’t be afraid to showcase mediocre or less than stellar reviews. In the event a customer leaves an unpleasant review, be sure to respond to it, acknowledge their feelings and offer an opportunity for them to contact you so you have an opportunity to make things right. No one is perfect, and being honest and transparent is much more authentic, relatable, and more importantly, trustworthy.
- Fresh content. Keep your HVAC website updated with fresh and unique content. The search engines are more likely to rank a site with regularly updated content than those with stagnant content that hasn’t been touched in a while, as they deem it as having greater value to those searching for the services you provide. This is where ‘blogging’ can add immense value to your website and business (we’ll touch more on this later).
- Search Engine Optimization (SEO). In order for potential customers to find you when searching online, it is imperative that your website and Google My Business (GMB) listing be properly optimized. The important thing to remember here is that SEO is NOT a set-it-and-forget-it tactic. The search engines are constantly evolving, and the factors they assess to determine a given site’s rank in the Search Engine Results Pages (SERPs) are always changing. Add to that the number of existing and new competitors all adjusting their SEO strategies on a daily basis, and you can quickly see how and why SEO is a critical and ongoing tactic.
Pay close attention to the last element! It used to be that when people wanted to hire an HVAC professional, they opened up a big fat phone book and scanned the yellow pages for a heating and cooling company they’d seen advertised in a commercial or local newspaper. Some even asked their friends and neighbors for a recommendation. But one thing is for sure – they definitely didn’t pull out their smartphones and search for “heating repair in Meridian and Caldwell Idaho ”!