If you’re an HVAC company owner, you likely know that SEO is something that you should be investing in. After all, it could be the single best marketing investment that you make. And, if you know anything about SEO, a huge portion of a good SEO plan is adding content to your website. But what type of content should you be adding to your site?
Five Ws and one H
Think about some of the most common Google inquires that you make:
“Why is my car not starting?”
“Where can I get Chicago-style pizza in my town?”
“What is that noise coming from my basement?”
Haunted basements aside, some of the most common Google inquires ask who, what, when, where, why, or how. If you’re having trouble coming up with a good blog topic, Google is happy to make some suggestions:
See? There’s 8 topics right there.
Another great way to come up with topics for content is to listen to your inbound phone calls. Chances are you’ll get many of the same types of questions and concerns from actual customers in your area. Have your CSRs write down some of the most frequently asked questions, and before you know if, you’ll have a robust F.A.Q. section that’ll not only boost your online visibility, but also help establish you as the go-to industry expert in your area.
Perhaps the most frequently asked question you may hear is “How much is this going to cost?” You should have content to address that!
Even if you don’t want to share some of your pricing, keep in mind that if people are searching for it, you should answer it – even if that answer is “it depends.” It could help to provide a ballpark of prices based on different services, like the typical cost of replacing an air conditioning unit, or what the average maintenance plan should cost. This is also a good opportunity to introduce any specials, or providing a free service, like a no-cost estimate.
We know that you want to convert every visitor to your website into a paying customer, but that’s not quite the way it works out. You should try and do the next best thing, which is leaving your visitors with a positive lasting impression of your company. After all, if they eventually encounter a problem they can’t handle, you may position yourself as the first call they make.
You can provide that impression by providing free information for consumers to do themselves. That might be maintenance tips, like how to change a filter. It could be diagnostic tips, like what to check if the air isn’t as cool as it should be.
Want to position yourself even better? Provide pictures or video. That way you can not only help with potential issues, but also introduce yourself/your technicians as a face to the company. Google also likes to display a variety of media in its search results, making videos more likely to rank than text pages – so it becomes a win-win to add video.
I spoke with an HVAC Sales and Marketing Manager in southern Georgia that recently became a Blue Corona client. It was important for them that we know their business – not just the HVAC business, but the HVAC business in southern Georgia. He explained that no one in that area had a furnace, so writing content promoting furnaces would be a waste of time.
Writing content for your site is the same – write for your service area and community. If there’s a huge heat wave coming, consider writing about preventative measures for an air conditioning unit. If you’re located in northern Minnesota, consider going heavier on heating-related content.
Local content is also a great way to engage with customers via social media.
Another possible topic is to do some comparisons. This can be between two products or ten. It can include a number of different brands – especially if you service more than one brand of heating or cooling system.
For example, you could talk about different types of filters, and include the costs, effectiveness, and how often they need to be replaced. You could talk about the difference between Carrier and Trane air conditioning units. You could explain the up-front costs vs. the longer-term costs of different systems. Anything that you can do to educate consumers, and thus become an industry expert, is going to help with your digital brand.
Call to action
Provide some next steps for helping out on any content that you provide. Make sure that there’s a contact form on every page of your website. Potential customers might land on your site hoping to take care of an issue themselves, but then realize that they’re in over their head – be sure you’re there to help!
Like I’ll do here: if you’ve just read through this blog and become overwhelmed with the amount of writing that it’ll take to establish your company as the authority in your area, let us help! We can help with blogs, social media, video, press releases, FAQs, e-mail newsletters, e-books, white papers, and more. And we’ve crawled nearly 10,000 HVAC websites for best practices. Let’s start with a free website analysis, and from there, we’ll come up with plan to measurably improve your online marketing.
About The Author: Ethan is a Business Development Representative at Blue Corona. Outside of the office, you’ll find him at concerts or a baseball game - if he’s not parked on the couch watching TV and movies.
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“Our phones are ringing more and our guys are busier ever since we signed up with Blue Corona to handle our marketing. We look forward to our monthly updates and are excited to see the numbers each month of how we are doing. It is especially nice to see now when we are experiencing a lot of pressure from our competitors to try and take our customers. It’s nice to take these amazing numbers to our manager and show him that the money we have been spending is paying off. ”