10 Ways to Increase Your HVAC or Plumbing Website's Conversion Rate

Your website is the hub where all other online and offline marketing leads.  If it’s failing to convert, your marketing efforts may be ineffective.  So, what is a conversion?  A website conversion happens when a visitor completes a desired action on your website, like making a purchase or filling out a contact form. Every HVAC and plumbing website should be built to generate conversions.  The average conversion rate is 2-5%. If your website has 1,500 visitors a month and you achieve a 2% conversion rate, this would lead to 30 calls (or conversions) per month. If you can increase your conversion rate to 5%, you would generate 75 calls per month.

Here are 10 ways to increase your HVAC and plumbing website’s conversion rate:

1. Use Strong CTAs

A huge component of conversions is your call-to-action (CTA). Your CTA could be to request a quote, gain access to content, share a post on social media, or subscribe to your email newsletter.

Whatever it is, you need to include CTAs throughout your website and landing pages and make sure visitors can access the CTA no matter where they are on a page.

What is a Good Rate for An HVAC or Plumbing Website?

A good conversion rate is between 2 percent and 5 percent.

2. Include Social Proof (Reviews)

Reviews have a significant influence on consumers’ buying habits, and in some cases, may have more influence than your company’s website.

In fact, 92% of consumers hesitate to make a purchase if there are no customer reviews and 97% say customer reviews factor into their buying decision.  Make sure your reviews are front-and-center on your website.

3. Use Video

According to Forbes, 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy.

How to Calculate Your Website’s Conversion Rate

Divide the number of goals achieved in a given time frame by the total number of visitors to your website, then multiply that number by 100.

4. Shorten Your Forms

Have you ever had the intention of filling out an online form, just to be scared away by too many required fields? It’s one of the best ways to kill your conversion rate.

Remove all unnecessary form fields, leaving only those that are essential to accomplishing your goal.

5. Add a Pop-up to Your Site

According to a study by Sumo, the average conversion rate for all pop-ups is 3 percent. However, if you do it the right way, you can reach the top 10 percent of pop-ups which average a 9.28 percent conversion rate.

Here are some quick tips for getting the highest conversion rate from a pop-up:

  • Try several offers until you find a winner
  • Add a 30-second delay timer to the pop-up to keep it from annoying visitors
  • Make it easy to close the pop-up
  • Set a cookie so the pop-up only appears once for each visitor

6. Add Live Chat

Live chat enables your company to assist your visitors exactly when they need it.

Just like a pop-up, live chat tools are easy to add to any site and can have an immediate boost to your conversions.

7. Get Creative with Your Offers

Think outside of the box and test multiple offers to find the one that resonates best with your audience.

8. Clearly State the Benefits of Your Product or Service

Listing the features of your HVAC or plumbing products and services is important, but it’s even more important to communicate to potential customers exactly how your product or service will help them or solve their problem.

Write your copy specifically for your target audience and address their goals, motivations, and pain points.

9. Always Be Testing & Tracking

It’s not always easy to know what’s working and what isn’t. Conducting A/B testing provides valuable insights.

With A/B testing, you can test and determine what types of headlines, colors, copy, layout, and CTAs work best for your audience.

10.Pay Careful Attention to Your Headlines

According to Copyblogger, on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. Imagine that. Eight out of every 10 people who visit a page on your website may neglect to read past your headline.

When A/B testing your headlines, experiment with variables such as:

  • Length
  • Tone
  • Use of statistics
  • Use of numbers

How can you optimize your HVAC or plumbing website for conversion in the real world? Take a look at your website and use this list to assess what needs to be added or improved upon. Are you ready to create a successful HVAC or plumbing website and online marketing strategy for your company? Contact Aspire ID for a free consultation and proposal.

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