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Neglecting your website is a common mistake among business owners in the HVAC industry, when in reality it should be one of your best assets. Your website should act as an extension of your sales team, driving in leads and sales even when your staff is off the clock. Think of it not as an online brochure, but rather a sales rep with a built-in sales funnel.
The Best HVAC Websites:
Have a Clean, Professional Design Accessible across Multiple Devices
The best HVAC websites tend to have clean, professional layouts and easy-to-use interfaces. That means having a navigation that makes sense to users and highlights the things they’re looking for and that can help sell your business. Be sure to include tabs for services, products, company information (i.e., an about us page), and contact information.
It’s also critical that your website can be easily accessed across multiple devices. We recommend creating a responsive design or a mobile site to target users on their smartphones and tablets, among other things. Learn more about optimizing your site for mobile devices.
Highlight Qualifications and Credentials
Providing relevant company information that highlights your key accomplishments and qualifications can help instill trust and establish your business as an HVAC authority. Prospective clients will likely be looking for:
- Certifications – Do you have NATE-certified technicians on staff? Or certifications from the Better Business Bureau (BBB)? Are you a certified dealer for Trane, Lennox, Carrier, or another well-known brand? Let your clients know!
- Qualifications – Be sure to discuss how long you’ve been in business, particularly if you’ve been around for a while, and include a section for reviews (both written and on video) to improve your conversion rate.
- Awards – Have you been recognized for your efforts to go green or to provide quality, professional service? The Angie’s List Super Service Awards is just one great example.
- Memberships – Include memberships to any relevant professional or HVAC organizations, along with local groups. Examples of memberships you’ll want to highlight include Angie’s List and the National Comfort Institute.
Provide Relevant Information on Services
Your prospective clients will likely want details on the kinds of services you’re offering along with important company information. Of course, you’ll want to have landing pages for every type of service you provide—including installation, repair, replacement, and maintenance pages for all your major products (air conditioners, heat pumps, furnaces, etc.). But there are other, less obvious aspects of your business that you’ll want to highlight as well. This can include information on:
- Pricing – If you have a pre-determined fee for inspections or several pre-priced maintenance plans your clients can choose from, you may want to include the price. If you offer emergency work or service on holidays and weekends, you’ll also want to say whether there’s an extra cost involved. Remember to highlight coupons and financing options as well.
- Warranties – Your customers will want to know if there’s a warranty on parts or labor and if there is, whether it’s a lifetime or limited warranty.
- Guarantees – If you provide a 100% satisfaction guarantee on your HVAC services, say so. This can be an easy selling point and further instill trust.
- Manufacturers – Many home and building owners are already familiar with certain manufacturers or will just want to replace an existing system they’re already familiar with, so be sure to include brand information somewhere on your site.
Are Easy to Find and Have Clear Contact Information
There’s no point in having a bunch of content on your site if your prospective clients can’t actually find it. To ensure your site is easily accessible, it’s critical you optimize it for Google and other search engines. Optimize the content around keywords your potential customers are searching for and geo-modifiers that are relevant to your service area.
Make sure that once users do find your site, they can then easily find the phone number as well. Your phone number should be prominently displayed and in plain text so that when your clients have an HVAC emergency, they can get what they’re looking for fast.
Have a Blog
Your company’s blog provides a platform for sharing relevant information to your customers and allows you to maximize your online real estate (and improve your SEO!) by adding more pages to your site. If you haven’t already, check out yesterday’s HVAC week segment on blogging for local audiences to get more information.
Display Available Special Offers
Installing a new air conditioner or heating system can be expensive, so homeowners are often looking for a good value. Use your homepage and subpages to offer coupons and lay out any financing options to help prospective clients make well-informed decisions within their budgets. If there are any rebates available, include those as well.
How Does Your HVAC Website Perform?
About The Author:
Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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