Owning and operating an HVAC business requires a lot of work. Between managing employees, keeping up with customer demand, and balancing multiple projects at once—you have a lot on your plate. Not to mention, in the digital age, it’s crucial to ensure that your website is up to date with the highest standards so you can continue to bring in customers and keep the wheels turning.
However, between a lack of training, keeping up with technology, and the overall high price of managing your HVAC company, your website’s quality can often be pushed to the wayside and suffer.
Even more, the mere thought of having to manage your HVAC website feels like a major headache. But, it’s important to know that if you’re not keeping your site up to date, who will? And if you take a look at your top competitors with high conversion rates, you’ll likely notice that they have cleaned, polished, and user-friendly sites.
So, to ensure that you’re on track to achieve your online conversion goals in 2023 and beyond, what are you doing to stay relevant in the digital age?
How Will Your HVAC Business Will Grow?
If you want to grow your HVAC business, there’s no question that you should be placing a lot of focus on your website. Consumers don’t flip through the Yellow Pages anymore—they’re most likely using the internet to search for local HVAC companies and will either choose one out of the first three that pop up or the one with the most user-friendly website.
So how do you achieve an HVAC website that both ranks well in search results and offers a user-friendly experience?
Well, as it turns out, these two aspects go hand in hand. Sure, some things can be done strictly for ranking purposes—but ultimately, a great, user-friendly website pulls in more visitors and, in turn, ranks higher on search results.
With this in mind, let’s explore the top eight ways that you can create a killer website for your HVAC company that converts visitors into paying customers.
1. Check Your Competitor’s HVAC Website Design
Always start here. There’s nothing wrong with seeing what your top competitors are doing and taking a few ideas from their book. If they have a high-performing heating and air conditioning website, they might borrow ideas from someone else’s website.
After a simple Google search of a high-volume keyword such as “HVAC near me,” what do you see? Is there anything standing out on the top websites that isn’t present on yours? As far as the functionality is concerned—do they have a website that’s easy to navigate and offers a user-friendly experience?
More than likely, you’ll be able to immediately call out a few glaring aspects that could make their website perform better than your own. So, with this in mind, you can start to generate ideas for how to optimize your website.
2. Craft High-Value HVAC Website Content
While there are a few basic principles that your top competitors are utilizing to create a high conversion HVAC website, one of the foundational aspects will be the mere content of their website.
You need to give your potential customers something to grab on to. Instead of filling your website copy with boasts about your awards, years in business, or even amount of customers served—give them something of high value.
Talk about your methods of HVAC repair and installation. Be clear with what the customer can expect out of your services. Define lead times and estimated project completion. Most of all, build faith and trust by letting your customer know you have an answer to their problems.
When potential clients can quickly sift through your website and find clear answers to the issues they’re facing, they’ll be much more likely to continue inquiring about your services.
3. Make Your Call to Actions Clear and Plentiful
Here’s the truth, when it comes to the best HVAC websites, nearly all of them will have multiple calls to action scattered through their various pages that are easy to locate and obvious to the user. Often, the person seeking service needs a quick fix, and by making the call to action challenging to find or burying it deep within your website copy, you’re hurting your chances of converting, and increasing the likelihood that they’ll just move on to the next option.
For a few call-to-action basics, consider a structure like the following:
Your Heating and Cooling website’s header should have a clear option to call or schedule an appointment. Throughout the body copy, you should offer links to a contact page. And at the bottom of the website content, you should repeat the same style of call to action that you had listed at the top.
If your HVAC web design has multiple areas a user can inquire into, you’ll increase the likelihood of converting them into paying customers. Even more, make sure that your contact page leads the potential client to a simple-to-use form. If your links take the user through a tangled mess of confusion, with no clear way to contact your company, then they’ll likely leave your website and go to competitors instead.
It’s also important to note that while your CTAs need to be evident and plentiful, you don’t want to go overboard. Too many pushes for inquiry might be off-putting for the potential client, and you’ll risk losing their attention.
4. Show Off HVAC Company Reviews On Your Website
We mentioned having high-value content on your HVAC contractor website and not going overboard with filler copy. However, it’s also essential to make sure that you’re showing off some accomplishments as well as customer satisfaction in areas that make sense.
The simple nature of the HVAC industry leaves some customers wondering if they’re working with a trustworthy organization or not. As most ordinary homeowners don’t have any knowledge about their HVAC system, it’s important to them that they’re working with a reputable company that puts honesty and integrity on the frontline.
So, if you’ve been successfully operating a sound HVAC business for some time, you’ll likely have some customer reviews—if not, it’s never a bad thing to reach out and ask for some positive reviews from longtime customers.
The most effective HVAC website design will have testimonials placed strategically throughout the site. Consider areas near the call to action where the potential customer could be second-guessing themselves and could use an extra push before making a decision.
Alternatively, consider dedicating an entire page of your HVAC company website to testimonials. Most importantly, make sure that they’re not only real testimonials but believable as well. Include the satisfied client’s first name and last initial, along with where their general location is. Adding this degree of locality to the testimonial will reassure the potential customer—as they’ll see others in their area have been satisfied with your work.
5. Your HVAC Company Website Must Offer Fast, Online Quotes
Frequently, an HVAC customer is strictly concerned with the price point of services. With this in mind, you should cater to these needs by providing a simple-to-use tool that allows them to get an idea of what they might be paying.
Make sure that your online tool is user-friendly and intuitive to use. Always make a note in the same area that this is a tentative quote, and the price of the service could go up or down depending on the scope of work. By doing so, you’ll be keeping yourself covered, so you don’t have to hold firm to a quote that doesn’t make sense for your business model.
Creating a custom tool that offers online quotes can be a semi-complex undertaking, and you’ll likely want to work with an expert to develop this function. Consider inquiring with us to discuss options around an on-the-spot quote tool that will offer your customers a truly user-friendly experience.
6. Use Your Website As An Opportunity Differentiate Yourself From Your Competitors
What makes you different or better than the next guy—show it! Do you have a larger service area? Do you offer 24-hour emergency services? Are your technicians screened, drug tested, and undergoing criminal background checks? All of these are examples of small but powerful differentiators that you could use to persuade your potential clients.
Relating back to the point of having high-value content—differentiators will be something that your website visitors notice and will entice them to learn more about your service or even want to inquire for a quote.
Take a look at some of your competitor’s heating ventilation and air conditioning websites; they’re almost certainly using some sort of differentiator with their HVAC website design. Whatever it is that sets you apart, make sure that it’s accurate and that it’s something that you can back up without any question.
7. Make Your HVAC Web Design Mobile Friendly
After all, we live in the 21st century and the age of consumers primarily searching and making decisions through their cell phones. When a website design comes across as outdated, not mobile friendly, and just downright slow—potential customers may see this negatively as a reflection of your general practices.
There are a lot of ways that you can ensure your HVAC website design stays mobile-friendly. For instance, consider the images and search options that you have—are they too large, or are they even appearing? There are HVAC SEO Services out there that can help you to make your site mobile friendly, and if you’ve built it on an up-to-date platform, such as Squarespace, you’ll find simple options that allow you to create a mobile-friendly site.
If you’re unsure about the mobile usability of your current site, there’s an easy way to find out—simply pull out your phone and search your company’s website. What do you see? Is design of your HVAC website clear, functional, and polished? If not, you’ll want to address this right away.
8. Emphasize Search Engine Optimization (SEO)
Search engine optimization, or SEO, is a crucial aspect that you can use to beat out your competition regarding Google search results. There are a lot of things that go into creating good SEO for your HVAC marketing website, but you could focus on polishing a few to beat out your competitors.
Start with keyword research. Using free tools like Google’s keyword planner will help you get a good idea of high-volume search terms that your clientele uses to find HVAC services. Once you’ve compiled a list of search terms, make your website geared towards them.
There are a variety of ways that this should be accomplished; let’s start by addressing different service aspects. For example, consider additional services geared towards heating and cooling. You’ll want to create dedicated pages for heating, and cooling, rather than compiling both services into one page—this could confuse the search engine.
On these service pages, write captivating headlines using high-volume search terms. Then, naturally, sprinkle these terms throughout the body in the copy portion of your website. Even more, turn keywords into links, called rich text. Consider linking to outside articles and pages within your website.
It’s also important to address the URL structure of your HVAC website navigational design. Make sure that you have a clean, easy-to-understand URL structure so as not to confuse Google’s search bots. Use high-volume keywords in the URL for the service that they pertain to.
Behind the scenes, there are more great SEO practices. If you have images on your website, which you should, make sure they’re marked up with alt text. Although not visible to the ordinary user, alt text is used to describe what the image is about and is a great place to throw in more keywords.
We know that SEO can sound confusing and overwhelming. When it comes to crafting the perfect HVAC website, this is one of the most complex portions. With this in mind, consider contacting us to handle the SEO aspect of your website—you’ll be glad to work with a professional for this portion.
How To Ramp-Up Your HVAC Website Design And Sales Now
As an HVAC company owner and operator, we understand that there’s a lot on your plate. And while it may seem like a massive headache upfront, optimizing your website for higher conversion will make your life much easier in the long run.
With a high-converting website for your HVAC company, you’ll enjoy an online operation that works smarter, not harder. And your customers will certainly enjoy and appreciate the effort that you’ve put into developing your online presence.
Need some extra advice on how to get there? Feel free to reach out to us. Our expert website developers are happy to work with you to design and create a high-performing HVAC web design that brings in your audience and converts them into lifelong clients. Click the link below to sign up for your consultation.
