Your inbound marketing strategy should have an HVAC website as its core. If you don’t have a company website, there is no direct way for your audience or users to gain knowledge about your business and the products and services you offer in heating and air conditioning.
When designing your HVAC website, it is crucial to think about the journey and buyer personas of your target market. Consider how you want them to navigate the website and what key messages you want them to grasp from it.
It is crucial to begin your HVAC website development by initially creating the following web pages:
- Home: The home page is often the first look a user has at your HVAC company’s website. This page should briefly cover all the following pages and have a call to action (CTA) driving users to these pages for easy navigation.
- Solutions: The solutions pages should outline each HVAC product and service you offer. Additionally, it should provide users with an in-depth look into how your company accomplishes these solutions.
- “Why Us”: What makes your HVAC company stand out among competitors? This page should highlight any HVAC industry achievements or awards your company has acquired and any impactful case studies you’d like to share.
- About Us: HVAC service leads are often influenced to invest in a local, homegrown company. The About Us page is great for showing users where your company started versus where it is now.
- Blog: An HVAC blog should present users with answers to common HVAC questions. For example, if a user searches “why is my HVAC unit leaking?” with the right keywords and SEO strategy, they can easily find your blog at the top of the search engine results page. And don’t worry, we’ll get more into HVAC SEO strategies later.
- Contact: Lastly, the contact page of your website should be easy to find for all users. Here, users should be able to easily find your company’s contact information, such as the street address, email address, and phone number. Additionally, having a submission form on the contact page would be ideal because if a user has a question, comment, or concern, they can submit it in this form for your team to answer.
Although it is beneficial to include all these elements in your website design, there is more to it than just having appropriate content for seamless navigation.
According to research, 54.4% of website traffic by the end of 2021 was generated by mobile devices. As a result, a company website must be mobile-friendly in order to be user-friendly. Adopting a mobile-first approach to HVAC website design allows for the acquisition and retention of user attention.
Website loading time should only take 1 to 2 seconds, as a fast-loading website is crucial to digital success. The longer the load time, the greater the risk of users leaving before it even loads for them, also known as a “bounce”. Therefore, when creating your website, it is essential to follow all the website development best practices to ensure quick page loading for all users.
After having a website domain and design prepared, the next step is to begin writing and incorporating SEO-oriented website content. As mentioned earlier, we will now delve into HVAC SEO strategies.
SEO, an abbreviation for “search engine optimization,” implies having website content that matches what your desired audience is seeking on search engines such as Google and Bing. Implementing an SEO plan enables your HVAC business to potentially attain a high ranking for particular keywords on search engines, preferably on the initial search results page for better visibility.
Rephrasing the text while maintaining the same meaning: Rephrasing the text while maintaing the same meaning: It may seem simple, but thinking step by step is not as easy as it sounds. Along with adhering to SEO best practices, there needs to be a strategic procedure in order for search engines to perceive the content as valuable and from a reliable source.
Not only is social media a valuable platform for maintaining connections with friends and family, but it also serves as a potent means of enhancing brand visibility and engaging existing customers with your HVAC company.
By incorporating social media into your lead generation strategy, you can effectively showcase anecdotes from both clients and employees, resulting in the creation of new business opportunities and the recruitment of additional HVAC technicians. By sharing relatable content, like testimonials, individuals are able to establish a greater sense of connection with your company. Furthermore, this approach adds a personalized element to your overall HVAC marketing strategy, instilling trust in potential users of your business.
Another platform provided by social media is promoting your company’s pages and blog posts. Ensuring a strong digital marketing foundation for HVAC companies, a company website must be utilized to drive traffic and provide information about your company, products, services, and industry insights gathered over time in the HVAC field.
When you share one of your blogs on social media about furnace issues, readers may discover that their problem may be caused by a lack of maintenance when they click on the link. By clicking on that section, they can be redirected to another blog that provides information on how HVAC technicians inspect commercial heating and cooling systems.
The next step in our HVAC digital marketing plan is to enhance the number of website visitors who sign up for the company’s monthly email newsletter.
The number of subscribers to the email newsletter continues to increase, and it also produces noteworthy engagement metrics (more details coming up soon). Having an eNewsletter enables you to communicate with customers easily and effectively, increasing the opportunities to convert subscribers into lifelong customers.
The eNewsletter campaign, which has been running for over 2 years, has a lifetime open rate of 39.2%, indicating that nearly 40% of all recipients have opened their e-mails.
Around 10% of recipients actively clicked on a link embedded in the email, indicating their engagement and satisfaction with the content we are delivering.
After that, we proceeded to enhance and improve your social media pages and profiles.
Scottsdale Air positioned themselves as a serious player in their local HVAC market by gaining immediate credibility and establishing a consistent brand and strong message on popular social media websites such as Facebook, Twitter, LinkedIn, and YouTube.
The company has been able to establish more authority online and build a fence around their customers and prospects by staying active on social media.
In addition, when interested prospects are looking for a trustworthy HVAC company on social media, it makes a strong impression by remaining available to answer questions online.
Integrating an Automated Customer Review System
A business’s overall reputation greatly depends on online reviews.
Because of this, we introduced a customer review system that is ready to use and prompts customers automatically to give reviews. By doing this, we relieved the HVAC technicians from the burden and enabled them to concentrate on their additional duties, being aware that the review request was being managed.
By consistently converting 30% of satisfied customers into positive online reviews, our customer review system has significantly improved the company’s online reputation. This invaluable enhancement has directly influenced the conversion rate from prospects to customers.
In order for your HVAC company to achieve sustainable growth, client referrals should not be the sole tactic relied upon for generating new business opportunities. While they can be effective, a predictable and long-term business growth strategy requires additional techniques such as outbound sales development or inbound digital marketing to be implemented.
When it comes to digital marketing for HVAC companies, there are several steps that you and your marketing team must take.
- Design and develop a user-friendly company website
- Write website content that prioritizes search engine optimization
- Share social media content that resonates with potential buyers
- Invest in PPC campaigns on Google and social media
- Encourage satisfied customers to leave a positive review
To ensure a constant flow of new leads in the sales pipeline, HVAC companies often combine outbound and inbound lead generation strategies in their business growth efforts.