12 Elements of a Successful HVAC Website & Online Marketing Strategy
Aspire Internet Design has helped many HVAC companies grow their business and establish a strong online presence by creating great looking, conversion-driven websites and implementing online marketing strategies. Here are the top 12 elements of a successful HVAC website and online marketing strategy:
1. Good Looking / Easy to Use Design & Layout
An HVAC website needs to be optimized and look good on all devices – no zooming. Visitors to the site will form an impression within a split second of coming to your site. Design is a factor in the impressions they form and can make or break a sale. The site also needs to be easy to use and navigate through.
2. HVAC Company Overview, History & Qualifications / Certifications
It’s important to establish credibility and convey your HVAC expertise to potential customers. Providing a detailed company overview, history of your company, your mission, vision, and qualifications / certifications will help visitors get a sense of your company and your capabilities.
3. HVAC Product & Service Info
With technology advancements, furnaces and air conditioners and other HVAC products are evolving and changing. It’s important to provide detailed product info on features, benefits, star ratings, efficiency, size, etc. so customers can understand their options and make informed decisions. Service options and informing potential customers about how your process works (estimated time of arrival, time of completion for installation or replacement, product instructions, guarantee / warranty, etc.) are also important.
4. Customer Testimonials
Reviews are key drivers in informing potential customers about your company and compelling them to hire your HVAC company. Testimonials should be featured throughout the website and beyond (Google, Yelp!, Angie’s List, Home Advisor, etc.) to help your HVAC company establish a strong online presence and reputation. Search engines also favor companies with positive reviews and rank them higher in the search results.
5. Schedule a HVAC Service Form
Along with your company’s phone number, the “Schedule a Service” form is a one of the primary calls-to-action on a HVAC website and should be prominently displayed and easily accessible from any page on the site.
6. Financing Options
A new furnace or air conditioner can be a big expense. Offering financing to customers can help your HVAC company stand out from others who don’t. Create a page and list all financing options along with steps required to obtain financing.
7. Specials & Rebate Info
Ongoing specials and rebate info are great incentives to drive people to take action. Setting this info up so people can subscribe to receive specials and rebate info on a regular basis is a great way to stay in front of potential new customers and drive repeat business from existing customers. It’s also a good idea to post this info on your company’s social media sites to gain as much reach as possible.
8. Contact Info
Visitors to your site often times are in an emergency situation with a broken furnace, air conditioner, water heater, etc. Your HVAC company’s phone number and email address are big calls-to-action and need to be be prominently displayed on each page. If you offer 24 / 7 / 365 service, this info should also be prominently displayed.
Posting relevant, useful articles on your HVAC company’s blog accomplishes several things. It positions your HVAC company as an expert in readers’ minds. It feeds the search engines with keyword-rich content. And, it helps your company stay in front of customers with useful & relevant info. In addition, setting up the blog posts to automatically appear on your social media sites each time a post is published is a great way to drive additional traffic back to your website.
90% of consumers use search engines when making a purchasing decision. All content on the site should be written for your target audience AND the major search engines (Google, Yahoo, Bing). Make sure to avoid using industry jargon and have each page on the site be focused on one keyword phrase, if possible. Optimizing each site for the search engines will help ensure your site is easily found online and help build a strong online presence.
11. Presence on Social Media Sites
LinkedIn, Facebook, Twitter, and Google+ are all key social media sites where your HVAC company should have a presence. Having a presence on social media sites provides social proof to your customers and potential customers about your company. It also helps to extend your HVAC company’s reach and grow your network. Your engagement on social media feeds the search engines and helps with SEO.
12. Email Marketing
Sending out an email newsletter to your customer database on a regular basis with maintenance reminders, specials & rebate info, useful and relevant content in the form of tips, educational articles, and how to articles will help to keep your HVAC company top of mind when customers are in need of HVAC products or services.