The heating and cooling companies that are able to adjust their marketing strategy to cater to the changing demands of homeowners will be the ones who experience an increase in phone calls, leads, and job bookings.
In the current era of technology, it is crucial for your HVAC marketing strategy to focus on homeowners during every step of their customer journey, commencing from the point when they initiate their search on Google, with the intention of converting them into loyal customers. This journey persists beyond the completion of the job.
In this guide, we will discuss digital marketing strategies that should be incorporated into a comprehensive HVAC marketing plan.
The Modern HVAC Consumer’s Search Habits
The days when filling your call board with jobs solely relied on word of mouth are gone, and so are the days when customers would remain loyal to a company solely for loyalty’s sake. Nowadays, modern homeowners utilize Google to discover an HVAC company in close proximity to their location.
Take into consideration the following:
- 97% of people learn more about a local company online than anywhere else.
- 55% of home service consumers run a search before scheduling an appointment.
- 78% of Google searches visit the second page of search results.
If your HVAC marketing plan fails to place your company’s website on the first page of Google results, you will undoubtedly lose calls, leads, and sales to your competitors.
Elements of a Successful HVAC Website
Good Looking / Easy to Use Design & Layout
The optimization and aesthetic appeal of an HVAC website across all devices, without requiring zooming, is crucial. Within a split second of accessing the site, visitors will form an initial impression, where design plays a decisive role and can influence the success or failure of a sale. Moreover, the site should offer effortless usability and navigation.
HVAC Product & Service Info
As technology progresses, furnaces, air conditioners, and other HVAC products are continuously developing and transforming. It is crucial to offer comprehensive information about the products, including their features, advantages, star ratings, efficiency, size, etc., to enable customers to comprehend their choices and make knowledgeable choices. Equally significant are the service alternatives and providing potential customers with an understanding of the operational procedures (such as estimated arrival and completion times for installation or replacement, product instructions, guarantee/warranty details, etc.).
Positive reviews play a crucial role in informing potential customers about your HVAC company and persuading them to choose your services. Displaying testimonials on your website and other online platforms such as Google, Yelp!, Angie’s List, and Home Advisor is essential to establish a strong online presence and reputation for your HVAC business. Moreover, search engines give preference to companies with favorable reviews, resulting in higher rankings in the search results.
In order to distinguish your HVAC company from others that do not offer financing, it is advisable to create a webpage where customers can find a comprehensive list of financing alternatives, as well as the necessary steps to acquire financing, considering that investing in a new furnace or air conditioner can be a substantial financial undertaking.
Specials & Rebate Info
Offering ongoing specials and rebate information can effectively motivate individuals to take action. By organizing this information in a way that allows people to subscribe and regularly receive updates on specials and rebate information, businesses can effectively engage potential new customers and encourage repeat business from existing customers. Additionally, posting this information on the company’s social media platforms can help maximize its reach.
Visitors to your website frequently find themselves in urgent situations such as a malfunctioning furnace, air conditioner, or water heater. It is important to prominently showcase your HVAC company’s phone number and email address on every page as significant calls-to-action. Additionally, if you provide service round the clock, throughout the year, this information should also be prominently featured.
Build & Better HVAC Website
Due to variations in quality, not all HVAC websites will achieve first-page rankings on Google or successfully convert website visitors into leads.
By following a systematic approach, you can employ multiple HVAC website design tips to improve your website’s rankings and enhance the conversion rate of visitors into phone calls and booked jobs.
If your website is not designed to be easily used on mobile devices, then you are falling behind in terms of keeping up with current trends. It is important to note that Google has considered mobile-friendliness as a factor in their ranking system since April 21, 2015. Furthermore, it is worth mentioning that a significant percentage of local searches, up to 75%, are carried out using mobile devices.
Your website should be designed with a “mobile-first” mindset because over half of your customers access it using their smartphones or tablets.
It is important that your customers do not need to search for information and do not need to enlarge the text to read it. Moreover, they should have no difficulty contacting you and using your mobile website smoothly and without much effort.
Although your website may be responsive, it does not necessarily mean that it is specifically designed for mobile use. The ultimate aim is to leave a lasting impression on users, making them feel that using your website was effortless and compelling them to return.
Given that you previously designed a responsive HVAC website, the subsequent course of action involves evaluating the user experience of your mobile website.
Claim a Top Spot in Google Results with Local Services Ads
If you are in search of ideas for HVAC marketing, then Google Local Services ads should be your first choice. These ads are accessible all across the country for heating and air conditioning businesses and appear as the top result whenever someone searches for HVAC services.
At the first position is Google’s new Local Services ads platform, followed by PPC ads, then the local pack, and finally, at the bottom, are the organic search results.
For you, this implies that it is becoming increasingly difficult to appear in organic search results for location-specific searches.
To address this issue, it is necessary to invest in Google Local Services ads for HVAC contractors and PPC ads that appear at the top of the search results page.
This is the process of how it operates:
- You apply for a Google Guarantee badge through the Local Services platform.
- You provide Local Services with copies of your business licenses, insurance coverage, and a list of employees to be background-checked and vetted by Google.
- Once approved, your ads are eligible to show at the top of Google’s search results when someone searches for HVAC services in your activated area.
- The searcher then calls you, and you are only charged per qualified lead.
Get HVAC Leads Quickly with Pay Per Click (PPC) Ads
If you want to obtain leads quickly, adding paid search ads, specifically pay per click ads, to your HVAC marketing strategy is necessary due to the waiting period for the Google Guarantee badge.
Paid search ads involve paying to list advertisements on various internet search engines and platforms. This marketing technique is commonly known as pay per click (PPC), and is extensively used by HVAC companies.
The term “PPC” is simple to understand. Whenever someone clicks on your ad, you compensate the network displaying your ad. Essentially, you are purchasing website visits rather than relying on organic rankings generated by SEO.
IS PPC WORTH IT FOR HVAC COMPANIES?
Indeed, we have observed a return on investment ranging from 794% to 1,214% for our clients who utilize PPC as a marketing strategy for HVAC.
As mentioned earlier, it is essential to make every effort to be featured on the top page. Despite the belief that PPC is ineffective for small businesses, this is not true. The critical question is not about the efficacy of PPC but rather its relevance for your HVAC company. To ascertain the worthiness of PPC advertising (or any other marketing approach), it is necessary to have a thorough understanding of your figures.