Lead generation has undergone a rapid change in recent decades as potential customers increasingly utilize digital resources to find contractors for their HVAC needs. Traditional marketing tactics and word-of-mouth reputation is no longer enough to break through today’s ever-competitive marketplace.
Consumers are using the internet as a primary source to find, research, and connect with businesses for their needs. In fact, 87% of homeowners find their contracting professional through online research. Given the nearly 2 billion websites consumers have to sift through, it’s easy for your website to get lost in the crowd.
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For customers that discover your business through other means, your website will still be one of their first stops to learn more about you. That means your website is vital for lead generation and can potentially be a significant pipeline for new revenue. Help make sure you’re one of the best HVAC websites by following these essential tips.
1. Maintain a clean, appealing design.
Your website is likely the first interaction potential customers will have with your business—and first impressions are critical. So important in fact that 75% of consumers make judgments about a company’s credibility based on their website design. And it doesn’t take them long to develop that impression.
In less than 50 milliseconds, a visitor will start to establish an initial impression of your HVAC website design based on visual factors such as layout, colors, spacing, symmetry, text, fonts, and more—according to Google. That’s faster than the average eye blink, which only lasts 100-400 milliseconds.
Ensuring the aforementioned elements are aesthetically pleasing, navigable, and user-friendly is key to generating a potential customer’s interest in your services. If you don’t have the in-house resources or talent to construct and manage a professional-looking and functioning website, hire a professional.
2. Produce high-quality content.
Having a beautiful website for your business is great and all, but it doesn’t mean much if a potential customer can’t find the information or resources they are looking for.
A company’s website should be more than a digital business card. It should be populated with high-quality content to drive traffic and increase leads. Your website is the perfect opportunity to tell your company’s story, showcase your work, highlight customer testimonials, offer related tips or advice, and stay engaged with customers. With regular content creation like blog posts, you can even boost your SEO (search engine optimization).
Don’t go overboard, though. Visitors to your website can become frustrated if they can’t find relevant information to their search. Keep your content concise, specific, and easy to find. You don’t want potential customers reading lengthy tales on how your business started when they just want to know what services you offer.
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3. Don’t hide your contact information.
While it can be easy to get carried away with unique content about your business, don’t forget the basics. Visitors will be difficult to convert if they don’t know how to contact you. Be sure to build a contact page or section that includes your business’ phone number, email address, location, and hours of operation (if applicable). Don’t be one of the 27% of small businesses that don’t disclose a phone number or one of the 68% to not list an email address on their website.
In addition to listing your business’ contact information, a contact form can be a useful tool to initiate a conversation with a potential customer. These forms can help you gather their phone number and email, but also some qualifying information such as the products/services they’re interested in.
4. Tell your audience what to do.
While content and information are important, their value is limited if visitors aren’t presented with a call-to-action (CTA). Your website should function as a roadmap that guides homeowners through the decision-making process and ends with them taking a step towards hiring you. This can be a request for more information, scheduling a consultation, speaking directly with a business representative, or any opportunity to move them closer to becoming a customer.
Your CTA should offer potential customers an opportunity to move closer to solving a problem they have—like a broken HVAC unit. Don’t miss out on opportunities for people to contact your business by being too aggressive, non-personal, or not providing enough context for why they should contact you.
5. Make sure your website is mobile-friendly.
The world is moving faster than ever before and people are regularly relying on their smartphones to connect with local businesses and service providers. In fact, mobile internet usage surpassed desktops for the first time in 2016, and people haven’t looked back. That means potential customers are likely using their mobile devices to access your website right now. A responsive, mobile-friendly design will help make a positive first impression.
In fact, this first interaction is such a crucial factor that more than half of users claim a poor mobile experience will make them less likely to further engage with a company.
If you don’t have a mobile-friendly design, your ability to reach the first page of search rankings can be next to impossible. Since 2015, websites with responsive design have been given preference in Google’s rankings. Websites that consistently don’t have a high search engine ranking tend to slip even further—hindering the effectiveness of your website and overall digital marketing strategy.
Your website is a central touchpoint for consumers. Make it count.
Building, curating, and updating a website must be an integral component of any company’s marketing strategy. With a majority of consumers relying on the internet to find and review service providers, a subpar website can result in fewer leads and missed revenue potential. It’s time to start paying attention to your website and focusing on how it can grow your brand and your profit.
Guest post written by:
Modernize: For over 14 years, has been a leader in the home improvement industry, connecting homeowners with contractors within energy-efficient trades such as HVAC, solar, windows, and roofing. Utilizing its unique Data Feedback Loop, Modernize leverages national performance data from unmatched lead volume in its trades to deliver predictable, scalable growth to its clients. Facilitating over 1.5 million completed home improvement projects each year, Modernize is the market leader in home improvement lead generation.
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