As the operator of an HVAC shop, you know that you don't regularly have homeowners coming into your location to browse your offerings. Pedestrians aren't pausing at your storefront to get a peek at the latest condensers or maintenance contract deals.
Instead, they're finding you remotely—from advertising, from word-of-mouth, from directories. But especially from your website. No matter where your next customers are finding out about your shop, for many of them, visiting your website it their next, crucial step towards deciding whether or not to make a purchase from you. Bright Local found that more than a third (37%) of online users visited a company’s website after conducting a Google search for local businesses.
That means your website is a major launchpad for new, potential revenue. Below, let’s take a look at some of the most important features consumers are looking for when they visit an HVAC business website.
1. Clean, Navigable Design
When it comes to internet browsing, how important are first impressions? Turns out: pretty important. The Stanford Persuasive Technology Lab found that 75% of users will make a judgment about a company's credibility based on website design alone.
You may have the in-house resources and talent to design a professional-looking website, but if you do not, it's highly recommended that you hire professionals to do it for you. Website design encompasses various considerations and must marry modern aesthetics with ease of use for anyone who finds your company online.
2. Prominent Business Information
You might think that featuring accurate business information—such as your location, phone number, email address, etc.—would be a no-brainer for most organizations. Yet some of these basic principles escape many SMB owners. Espresso Digital found that nearly 70% of small businesses do not list an email address on their website.
Don't be one of these businesses. Instead, feature your business name, logo, phone number, service area, email address, prominently on your site. If a user has to scroll and click around to figure how to reach you, your business information needs to be placed closer to your visitors' immediate attention.
3. Content that Really Means Something
While some businesses are okay with their websites being stripped-down, online business cards for their company, there are a number of good reasons to offer valuable content to your site visitors. By offering a variety of high-quality content to your site, you can connect with readers or potential hires in your area, up your site SEO health, and build authority and legitimacy—which leads to more people trusting your brand.
When considering getting the best value out of your website, consider the following:
- An up-to-date listing of services, products, and pricing
- A news tab letting people know about new deals, events, and company news
- Blog articles that keep customers informed about your services and offerings
- Testimonials page from former/current customers
- A photo gallery featuring your team, events, job before and after images, etc.
4. Compelling Call-to-Actions (CTAs)
In marketing, CTA stands for “call to action,” which is messaging that urges or asks a reader or site visitor to do something (usually to contact your business). “Call Now!” is the most basic kind of CTA, but today’s savvy web users expect something more impactful and tailored just for them. You and your team should be thinking about honest, compelling, and creative ways to push your website visitors to book an appointment.
To write CTAs that feel fresh and personalized, consider the following questions:
- What anxieties do your customers face before calling a business like yours?
- What perks do you offer that make hiring your company more convenient than others?
- What time of year is it? Are there seasonal concerns to mention to customers?
- What are common HVAC misconceptions that could be delaying a customer from calling?
- Are there special deals your business offering right now?
5. Responsive, Mobile-Friendly Design
Responsive design refers to a website’s flexibility when it comes to being viewed on different devices. If your website looks balanced, legible, and still attractive across desktop and mobile devices, then it is responsive. If it doesn’t… then you have an issue.
Companies that are unconcerned with what their website looks like on mobile may be in for a rude awakening. Google reports that three out of four smartphone users rely on mobile search to see to their on-the-spot inquiries and needs (including a very high rate of local searches). In a webinar hosted by Convirza, SEO and web reputation expert, Michael Fleischner revealed that 76% of local searches (desktop and mobile) result in a phone call.
What all of this means is that mobile really matters when it comes to your company’s website. People on-the-go will be searching for your business. When they do, you want to make sure that your site is mobile-friendly.
ServiceTitan is the number one, award-winning field management software for the home service industry. Thousands of electrical, HVAC, plumbing, and garage door repair shops across North America have elevated the way they do business with ServiceTitan—and increased their revenue by an average of 25% in just one year. Want to learn more about how ServiceTitan is transforming the trades? Contact our team today to request a demo.