Optimize Your Website For Leads And Conversions
Once you’ve cleared the air on your SEO plan, the layout of your site for conversion is another food for thought. As an HVAC contractor, understand what your website needs are, so that visitors will easily find what they need and know how to reach you. Put your customers in mind when designing your website because the user experience is a crucial component of a successful site. Have a clear layout of your site’s page structure along with videos, images, keywords and URL for each. When designing your site, do not overemphasize the importance of its navigation and speed.
The site’s menu usually found on the top of the site is known as the navigation. A well-structured and organized navigation should be able to guide visitors towards needful information as soon as they visit the site. Don’t make the mistake of putting all your services and information on the Home page.
Speed is another factor, how responsive and quick your site is, goes a long way to determine its success. If your HVAC website takes one second too long to load, it is considered sluggish and will cost you, customers.
Image by Beeblueg
• Website design and layout: is your website properly designed to convert cold visitors into hot paying customers? If it’s not designed properly, then you definitely need your website to be redesigned to suit its purpose, which is to market your business effectively 24 hour a day. Ensure its responsive and user friendly, so you don’t keep losing potential customers due to a horrible design pattern and user experience.
• Conversion Rate Optimization (CRO): Is your website structure, design and content setup in such a way it converts more visitors into customers? If no, here are a few tips that can help:
- Put contact details as close to the top as possible, so customers can reach you quickly. Also ensure you website is littered reasonably with details customers can use to contact you anywhere they’re on the website.
- Ensure to put your positive reviews closer to where visitors can see it quickly, so that it can act as a form of social proof and trust for website visitors. It works well, especially if the reviews are videos.
- Ensure to have a portfolio or gallery page where you can show case previous HVAC installation and repair work. Preferably try to have before and after pictures.
When your contact information isn’t easily found on your website, your company is likely considered unprofessional or substandard. More importantly, you want to assure your customers that there’s nothing shady about your company. This does not only build trust and confidence in your customers but also present a better user experience that could likely retain them.
For better conversions, your email address, phone number, location address and map should appear on every page of your website (except if it’s a multi location website).
Add A Free Call To Action To The Top Of Your HVAC Website
Prospective customers can be a little skeptical about choosing a HVAC contractor. This hesitancy can be overcome by offering them something for free. A free call to action tends to inspire, lead and instruct any visitor on your site so as to finish the desired action which could either be to put a call through for more information or to schedule an appointment. A free call to action can come in the form of a free personal quote and consultation.
Multiple calls to action encourage visitors on your website to complete conversion. For effective marketing, ensure that all pages on your HVAC site have at least one call to action.
Add Your HVAC License, Badges, Awards and Certifications To Your Site
Adding certifications to your site not only delivers favorable linking opportunities but also displays your business abilities. Certifications you got through specific boards, if by any chance you’ve been featured in a newspaper or local events, probably your company has been listed on Better Business Bureau and has good ratings, all of these puts together add certain level of social proof to your company.
Display Photos And Videos Of Previous Works Done
Unique photos and videos of previous works done showcase the quality of your job to prospects. You sell your service to people when you show them samples of works that you have done in the past. Photos are great but a detailed perspective of your service is captured in videos which make customers more comfortable to contact you. However, videos should be carefully selected, correctly sized and properly presented to represent content because images and videos on HVAC sites can also boost rankings when correctly done.
Put Your Reviews, Testimonials and Accolades on Your HVAC Website
To complement your certifications, display your reviews and testimonials on your site. 80% of customers research a service or product, particularly reviews and testimonials before any contact with a service provider or salesperson. In fact, customers see that they take them with a pinch of salt. This not only provides outward lining opportunities to reputable sites within the HVAC industry but massively increases your conversion rate and as well communicates your skills and abilities to prospective customers hence, generates more leads to your business.
Optimize Your HVAC Website For Mobile
Nowadays, a lot of website visitors make use of their mobile phones to search for services, which is why your HVAC site must be optimized for mobile devices. There is a high tendency that someone who searches for heating and cooling services on a mobile phone needs urgent help.
In addition, Google would only show searchers the best results, they will rank websites that are mobile-friendly especially when most of the users are on mobile phones. Failure to optimize your HVAC website for mobile devices would lead to a lower ranking. A website can be referred to as responsive if it can adjust content for any screen used to view it, be it smartphones, tablets, desktops or laptops.
Secure Your HVAC Website
It’s dangerous to leave your website’s sacurity door wide open, security is mandatory. Not only does it practically keep your customers data safe from prying eyes but also protects your website from the risk of a site crash. Protection should be put in place to keep out hackers, bugs and other online nasties. Web browsers like Google chrome are now showing warning signs on websites that have no SSL As of July 2018, Google chrome started marking non-https sites as unsecured.
A crucial step to start with is to install a Simple Secure Layer (SSL) on your website. This form of website security ensures that data transfer is secured, especially on sites where email addresses are accepted or online payments are made. Other ways of security are to make passwords uncrackable, run regular backups, and use anti-malware software, to mention a few.
Local HVAC SEO
As a HVAC contractor, one of the biggest hurdles you must prepare to jump is to see that whenever someone in your area needs HVAC services, you are one of the first couples of companies on the list when they run a Google search. Therefore, all resources should be focused on that crucial spot which is, to rank locally.
Add Your Heating and Cooling Business To The Top Local Listings And Directories
By adding your business accurately not only increases your brand awareness but also impacts your business marketing by increasing your reach online and making it easier for prospects and customers to find you. Also, you tend to increase your SEO, show your credibility and of course, add to your authority when your correct information is on many sites and platforms.
The relevancy of pages linking to your site is also used by Google as a signal for which keywords you should be ranked for. As a HVAC contractor, it’s worthwhile to be listed in industry-specific directories like Angie’s List. It can impact your rankings greatly.
Have Consistent NAP (Name, Address and Phone Number)
You stand to boost your HVAC efforts by ensuring NAP consistency throughout the web because these three pieces of information are considered most important in your business. Search engines like Google can easily pair your site with other of your other business listings, which not only establishes your credibility but influences your rankings and local listings.
When your NAP is different across the internet, search engines crawlers can get confused. You can use Moz Local’s listing checker to check discrepancies in the information.
Optimize Your Google My Business (More detailed guide towards the end)
HVAC companies majorly service local areas, hence having a Google my business listing and appearing at the top of Google maps in search results is one of the most important digital marketing strategies that must be adopted. When search engine users perform a search on your business name, they will be presented with a Google knowledge graph, this knowledge graph contains details about your company’s contact information (email, phone number and location), ratings, hours and days of operation within the week, and reviews. Other details are directory, listings and links to company social media pages (Facebook, Instagram, Linkedin, and others).