We live in a technology-obsessed age, and the average client of an HVAC business is no exception. We all go online, research the service we need, and narrow our choice of companies to contact. That is precisely why you need to think about your online presence and make it modern, responsive, and capable of generating leads and conversions.
Why is having an HVAC website important?
The single biggest benefit of a professional and helpful website with adequate and current content is a higher-ranking online presence. This will bring new customers to your business, which will bring more positive reviews, strengthening your reputation and allowing you the opportunity to expand your business.
Also, having up-to-date information, like your hours, phone number, and physical address on your website makes it easier for customers to find you.
How do I improve my HVAC website?
There are several strategies you can implement to improve your website and get more leads and conversions from it. You can apply some of them on your own, whereas others require help from qualified professionals. However, you should be familiar with all of them and how they can help improve your website as well as your business.
The navigation menu on your website, as well as the ease of navigation across your online presence affects how people interact with your website and if they respond to it well. Having a well-structured navigation menu that people want to use will greatly improve your leads and conversions. You can improve your navigation by:
Being descriptive: Use descriptive items. For example, “home cooling” instead of “services”.
Simplifying the menu: Try to keep the items in your navigation menu to seven or below, as a cluttered menu will not work in your favor.
Organizing information: Place information essential to your business model closer to the top of the navigation menu rather than further down.
The content on your website is the cornerstone of your online presence. You have to engage potential clients while properly triggering search engines. Your website should be rich in content that is well-optimized, but also helpful and audience-oriented. You can do that by:
Using keyword phrases: Research the keywords customers use while searching for HVAC-related services in your area, and then use them in your content.
Focusing on readability: Write content that your readers will want to read and keep it as reader-friendly as possible.
Adjusting for seasonality: Always adjust the content on your website based on the current season, as customers tend to look for seasonal services.
Formatting the content: Format the content on your website to make it more readable by using headings, subheadings, as well as bullet points and lists.
More and more potential customers are using their phones rather than their PCs or laptops to access online content. This means that your website has to be mobile-friendly. Here’s a couple of ideas you can use to make your website more approachable to clients using their phones:
Brevity: Write paragraphs no longer than two or three sentences to deliver your message on mobile devices more easily.
Bullet points: Highlighting important information by placing it under bullet points will greatly help your mobile readers get the gist of your message.
Bolding: Always remember to bold the vital words in a sentence or a paragraph to improve readability on mobile devices.
Precise contact information
You want and need to generate calls or form submissions on your website, which means your contact information has to be present and precise. Your website should contain the following information and have it clearly visible so your customers can easily find it:
Implementing intuitive contact forms
One of the best ways to improve calls and conversions is to design a contact form that will be present on all the pages of your website. If you want to maximize the usefulness of your contact form, follow these tips:
Placement: Position your contact page close to the top of your home page, as well as in all the relevant sidebars and at the bottom of every page on your website.
Messaging: Always customize the messages and the calls to action on every form so that it matches the information presented on a certain page
Fields: Have as few fields in your forms as possible to enable your customers to quickly and efficiently fill out the form rather than pushing them away with its complexity.
Forms of contact: Always include different options for contacting your company in these forms, such as your address or telephone number.
Building a helpful blog section
Having a dedicated blog section on your website is an excellent way to improve your authority and Google ranking. Besides being optimized, these posts should also be informative and helpful for the reader. Here’s what you should pay attention to when creating your blog section:
Customer questions: Do your research before writing a blog post and make sure that you answer the most common and important questions clients in your area have.
Schedule: Create a publishing schedule for your posts. It’s best to publish one or two blog posts a month to increase the trust with your readers and Google.
Content: Write realistic content, but don’t forget that your goal is to get customers to contact your company. Always tie your posts back to your business.
Unfortunately, the HVAC industry is riddled with scammers who pop up only to disappear after earning some money and providing poor services. It’s easy to overcome this hurdle by asking your loyal customers for testimonials and highlighting them on your website:
Short: Your readers want to read short and precise testimonials of approximately 30 to 50 words. This makes testimonials easily scannable for information.
Authentic: The best and most useful testimonials are personal, so ask your customers to describe their own experience with your company in a unique way.
Direct: The best approach is the direct approach, so your clients should write short testimonials that speak directly to other potential customers.
Using discounts and promotions
It’s normal for your potential clients to want to get the most bang for their buck. Enter promotions and discounts. However, it’s not enough to simply offer discounts and promotions – you have to know how to sell them:
Urgency: It’s important to make your promotions sound urgent so that your customers want to pounce on them.
Seasonality: Always center promotions around the season you are currently in. For example, advertise 10% off on all AC repairs during the summer months.
Estimates: Try to offer free estimates to your customers during promotional periods, so they can get to know you and your approach to business.
Building important pages
Your entire website is a collection of many individual pages. In order to adequately promote your business and improve the optimization of your website you need the right pages with the right content. Here are the essential pages your website must have:
- Home page
- About page
- Contact us
Turn to the Larson Company for any help you require
Having an up-to-date online presentation of your HVAC business will bring new customers through more leads and better conversion rate. You can also improve your operations by offering different HVAC maintenance plans for your customers, adequately training your technicians, and keeping in touch with all the current and future innovations.
The Larson Company is here to help you with all of this and anything else you need. We can train your employees in the most advanced HVAC practices, offer access to our curated list of Larson Business Solutions to enhance your operations, and provide any additional assistance you may require. Reach out to us today!