How to Make Knockout an HVAC Website: Expert Tips and Examples
As long as there are sweaty summers and cold winters there will be people looking for your HVAC services online
Your prospects are searching for all kinds of services online, and HVAC services are no exception. Is your business on their radar? Better yet–are you online? Maybe you’re working on developing a killer website for your HVAC business, maybe you’re trying to figure out where to start. Regardless, these tips and real-life examples will get you on the right foot so you can start marketing your hvac business, generating leads, look more professional, and strengthen your brand.
Not convinced? If you don’t have a website yet, your leads likely won’t consider hiring you. Take it from a pro: Van Wu, Owner of Trust Home Comfort Ltd., says “you need a dedicated and professional website. Everybody looks for you online.”
Although it might seem like a hassle and another upfront cost, a website will indefinitely help you generate more leads online.
Top 5 tips to make a standout HVAC website
- Show your prospects why you’re different
- Make it easy for customers to get in touch
- Display rates right on your site
- Keep your design simple
- Set up easy-to-follow navigation
Don't make things harder than they have to be
Use software that saves you time
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Get a domain and a host
For a complete breakdown of how to do this, see our step-by-step guide to create your service company website.
Make sure you choose a professional website name. It’s best to use the same name as your company. If you company name doesn’t include “heating and cooling” in it, then consider including it in your domain name.
For example, if your company name is Furnace Fun Ltd., then consider a domain like furnacefunhvac.com.
What to include on your website
Just having a website isn’t going to get you leads. You need to include the right information that attracts prospects and convinces them to contact you. Plus you need to make sure that your website is mobile friendly.
Tip: One advantage to using AMP by Google is that it automatically helps you create a mobile friendly website.
Here’s what you should include on your website:
- Work request form: collect leads and allow prospects to request an HVAC service from you.
- Client reviews: post testimonials and ratings on your website to show prospects some social proof that you’re a great service provider.
- Service area: let prospects know about your service radius, especially if you charge extra for transportation.
- Contact information: include your email and phone number in case your prospects want to get a hold of you.
- Business hours: let your clients and leads know what your service hours are so they don’t develop inaccurate expectations.
- FAQs: answer commonly asked questions that prospects ask you about scheduling assessments, payment structure, financing options, and HVAC system options.
- Content: you can include blog content on HVAC topics for DIY HVAC solutions/troubleshooting, customer service, company updates, and other good-to-knows. Keep in mind that content does help you get found online, but it’s not a necessity.
How to get your website found online with Search Engine Optimization (SEO)
One of your best marketing strategies is having a searchable, SEO-friendly website. This doesn’t have to be too complicated. The most important thing is to include important keywords and terms on your website that help search engines, like Google, find your website and show it to the viewer.
The goal is to get your website to show up in search results when a lead searches for a local HVAC business.
Using the right terms and language on your HVAC website (keywords)
Homeowners who live in Denver, Colorado, are likely to search “HVAC Denver,” “furnace repair Denver,” “HVAC repair Denver,” “HVAC companies Denver,” or “HVAC contractors Denver.”
So, the best thing to do is scatter similar technical HVAC terms, your city/location, and services terms throughout your website in page headlines, webpage text, your domain, URL slugs, and content tags on your website.
The point here is to make sure your website contains enough relevant information that Google knows what kind of business you are. If you specialize in commercial jobs, mention that prominently in URLs, headers, web copy and content tags. Check out this article for lots more tips on SEO for Field Service that you can start implementing right away.
Sprinkle around links to your website
Google sees it as a vote of confidence when other trustworthy websites post a link to your site. So when someone shares a page from your site, like a blog post on how to change a filter, or pictures from a finished job, you create a sort of digital breadcrumb trail others can follow to find you.
The more of these you have, the higher search engines will rank you. Businesses you partner with, and local non-profits you sponsor are both sources for these links, and there are many more local link-building tactic ideas where those came from.
Get on HVAC Directories
In the same way that Google likes your website to be linked to from various places, having your company listed on other web sites also creates search traction. To that end, be sure to share your company info (at a minimum, your name, address, and phone number) on sites like local business associations, trade directories, and so on. We’ve rounded up a list of essential citation sites in our post on setting up your Google My Business listing.
Should you start writing an HVAC blog?
Some people suggest that you absolutely need a blog if you’re going to get leads from organic search.
Is it true that you need one? Not exactly.
Having a blog is a huge investment. You’re probably extremely busy, so writing an extensive blog will be a challenge. The good news is that you don’t actually need one to appear in search results. You’re better off working on your website, keywords, and structure!
The top four hits for “Denver HVAC” include Yelp, Angie’s List, and HomeAdvisor listings for Denver HVAC professionals. It’s more likely that people click on those websites, so you’re better off working on your listings on those contractor review websites. Plus, it’s worthwhile to note that the websites that do come up in this search result don’t even have HVAC blogs on them!
5 HVAC website examples to learn from
1. Show your clients why you're different
What makes your company better than the rest? That’s the question most people ask before making a purchase, and it’s up to you to make sure people know what makes you different.
The answer to that question is your Unique Selling Proposition (USP). Some companies know what their USP is intuitively. Others, like larger companies, conduct market research to figure out how they should position themselves.
You don’t have to overcomplicate it though. Think about what sets you apart. Is it your local connection? Your commitment to quality? Is it because you provide excellent customer service throughout the entire process, from sending on my way notifications to your customers and making it easy for them to pay?
While these may sound like obvious distinctions, they aren’t a given in the minds of your prospects.
City Gas makes its status as a “trusted, local company” clear in everything it communicates online. On their homepage, they display that they are a Baeumler approved contractor and mention that they have confirmed relationships, satisfied clients, liability insurance, and more. That message of trustworthiness and reliability is on almost every page of their website.
2. Make it easy for customers to get in touch
Your website should make it easy for website visitors to get in touch with you. Display your contact information prominently and have a form on your site so it’s easy for customers to request work.
Brody Pennell has their phone number at the top of every page of their website. No matter where you are on their site, it’s easy to find contact information.
3. Display your rates on your site
Don’t make potential customers jump through hoops just to get pricing information. Since a lot of HVAC work has fixed conditions, it’s easy to provide a few fixed rates.
K.C.’s Plumbing & Heating has a page on its website that displays fixed rates clearly for customers. It says straight up that there are no hidden costs. The rates page outlines the hourly fee for a heating technician or a plumber. They provide detailed information on rates for different kinds of gas and electric installations and more.
4. Keep it simple
Avoid crowding your site with too many images, boxes, graphics, and effects. Think of the most important information to convey to potential customers and organize it neatly on your site.
Drips & Drains Plumbing and Heating is an HVAC site that has a nice simple layout that is not overwhelming for the site visitor.
5. Easy-to-follow navigation
Offer a lot of services? Have a lot of information to share? The last thing you want to do is overload the main page with text. Organize your main menu with drop down menus that your visitors can sort through to find what they’re looking for.
Hydro-Flo offers several services. Their main services include plumbing, heating, cooling, and drainage. Each of these categories have subcategories that are easy to find. For instance, if someone needs their furnace repaired they can quickly and logically find it under the Heating tab.
Your website is part of your overall marketing strategy. Make sure your customers understand your services, what sets you apart, and how to contact you. By using the above websites as inspiration and following these tips, your website will stand out from the competition.
Looking for more ways to help your HVAC company stand out from the competition? Read Jobber Academy’s roundup of 6 HVAC Industry Trends to Know for 2018.