You know your HVAC website is a key marketing tool. With people in your area making 3.5 billion internet searches a day, it's the best way to reach potential customers in your area at a higher rate than direct mail and other HVAC marketing ideas. But your website alone isn’t enough to bring in business. Follow these HVAC website design tricks to boost your search engine position and make it easier for customers to find you online.
1. Use a Clean Website Design
Your website design can make or break your company, so don't neglect it in your HVAC marketing plan. 38% of internet users will leave a site with poor design. As a small business owner, you want a website that makes you seem as professional and credible as your larger competitors. Even with great email marketing, a poor site can make people run the other way.
Pay attention to the visual layout of your website. Good web design is clean and simple. Use colors and fonts that are easy to read and consistent with your branding. Add elements that make your website easy to use like an anchored navigation menu or tabs at the top of each page that allows people to find the page they need. Make it easy to opt into your email list with a contact form.
You may be tempted to use animations, videos, and other elements to impress visitors, but use these elements sparingly. They can make your website load more slowly and impact user experience.
2. Optimize Your Site for Local Searches
Nearly half of all internet searches are for local businesses or services. Your HVAC company can tap into these local searches by making design enhancements that improve your local ranking. Local search engine optimization (SEO) will help you pop up when someone searches for an HVAC business “near me.” Follow these HVAC marketing and web design guidelines to appear in more local searches and on Google Maps.
Update Your Listings
On your HVAC website, your contact information should be easy to find. Whether you opt for a “contact us” page or you’re making use of banners, your name, address, phone number, hours, and website information should be accurate so visitors know how to schedule an appointment.
You should also make sure your Google Business Profile (formerly Google My Business), Yelp, Yahoo Business, and Yellow Pages listings are up to date. Create accounts for each of these platforms to manage your listings, update inaccurate contact information and monitor testimonials.
Ask for Reviews
When customers rate and review your business, it helps Google and other search engines establish your site as credible. Testimonials are also a great marketing tool because people tend to trust other customers more than other advertising channels. Ask for testimonials when you’re finished with a job. Give your email marketing customers a link to a survey they can fill out at the end of each job or add testimonials to your website based on client interviews.
Tailor Your Copy
Include local keywords and phrases throughout your website as you would in local service ads. Using them in headlines, blog posts, and descriptions is another way to boost your local SEO. If you’ve won an award in your area, post it with a caption like “best HVAC business in XYZ City.”
Don’t flood your site with keywords. Use them strategically to signal search engines that your HVAC website is a legitimate search result. Work with an SEO service to see how your current site stacks up.
3. Tell People Where You Work
At a minimum, your HVAC website design should include separate pages featuring your company history, contact information, and services. Adding a separate page that highlights your service area lets local customers find you. It’s easy to feature an interactive Google Maps graphic on your website showcasing where you work.
Your service area page will also help boost local SEO as part of your digital marketing efforts. It can also help you segment your email marketing lists. Include a list of cities where your HVAC company operates. Then a website visitor will know if you’re the right company for them. Improve your HVAC SEO by mentioning specific cities in your website copy and using local photos in your web design.
4. Use Quality Content to Boost Visibility
Even if you’re committed to high-quality website design, it won’t bring potential customers into your business if they can’t find you. This is where social media platforms come in handy for HVAC professionals. Content including blog posts, videos, and social media posts are an important part of your digital marketing plan.
Content helps you establish yourself as a credible website, and it helps boost your ability to get on the first page of internet searches. It also helps boost your social proof, which refers to how often people talk about you online. Great content should be part of your email marketing strategy to help you cast a wider net. It helps you engage existing customers to build customer retention.
People are more likely to share high-quality content including social media posts and videos. Make videos with tips to help your customers make the most out of their HVAC systems. Keep your HVAC email marketing customers up to date on industry news or write blogs with other home repair tips they could use.
Link your content to your website. If you’re running a WordPress website, add a blog as a sub-page and put it in your navigation menu so that customers can find it and read it if they want to. Add buttons linking to your social media and video pages.
5. Call to Action
Tell your customers what you expect them to do. Calls to action (CTAs) are part of your web design strategy and can help you with your business goals. Whether you’re interested in building a solid HVAC email marketing list, making it easy for people to call you from their mobile device, or requesting a quote, include clear language on each page to show people what you want them to do.
If your goal is to build up your email list with potential leads for new business, make sure you have a contact form on your homepage with a call to action asking people to sign up for emails. Add an automated welcome email marketing campaign thanking customers for signing up. If you’re interested in receiving calls, add a “call us” button to your website that lets people automatically call you with one click.
Your CTAs should have actionable language like “act now” or “request a quote today.” Keep them short but persuasive.
6. Make Sure Your Website Runs on Mobile Devices
Over half of all internet searches are done on mobile devices including tablets and smartphones. If customers can’t use your HVAC website on their mobile device, they may leave to find another company whose website works on their phone. Your digital and email marketing efforts may be wasted and you'll be short-changed for new customers.
While you’re working on your website design, test each page to see how it looks on a mobile device. When a customer taps each link, it should be correct, and all linked pages should display properly on a phone.
If you’ve got a CTA button like “Call now,” make sure it does what it needs to. Your call now button should prompt the phone to call your number. A “contact us” button should link to your contact form that customers can fill out when they need service.
7. Enhance the User Experience
Typing your information into contact forms can be tricky for mobile users. Some of your customers may not want to interact with forms and other parts of your website where they have to type a lot of text. Make your customers happy by offering forms that autofill, including the signup for your email list and other email marketing forms like surveys. With these forms, information like name, address, and email addresses populate based on how the user has filled out similar forms on their computer or phone.
Improve your HVAC web design and simplify your contact forms by removing fields you don’t need. Only make people give you information that’s necessary for you to do the job.
8. Showcase Your Expertise
HVAC services are often expensive, and people want a small business provider they can trust. Use creative web design to highlight your expertise letting people know you’re someone they can trust. Use headlines and other website copy to show customers you’re dedicated to high-quality service.
If you’re a BBB-accredited business, include a button on your homepage. Add your years of experience in the HVAC industry to your bio. Use customer testimonials that highlight your commitment to quality. You want to be known as an HVAC contractor who will give customers exceptional service. Your customers may also be more interested in HVAC email marketing because they know you're an expert.
9. Highlight Customer Service
Speaking of customer service, your customers should be able to find contact phone numbers and forms when they need service. Good web design means your contact information is front and center. Your phone number and contact forms should be on your web banner so that people can see them from any page. You can up your customer service game by including HVAC website design features like live chat. Send an email campaign telling your customers about this feature. Then you can build an HVAC advertising strategy around superior service.
You and your staff can monitor live chats, or you can work with a website design company to install an AI-powered chatbot to answer easy questions. This lets you offer 24/7 customer service without having to monitor your site during non-business hours.
10. Learn From Your Performance
There is so much competition in the HVAC industry, you want to make your website design stand out. If you don’t have Google Analytics on your website, add them. As part of your HVAC marketing strategy, use the data to improve your website. Google Analytics lets you track important information like how long people stay on your website, how they found you, and which parts of your website are most engaging.
If you find that your people are leaving your website shortly after logging on, it may be a sign that you don’t have a responsive design or that you could improve the user experience.
Google Analytics also helps you with your digital and email marketing efforts. If you’re using Google ads or other click advertising as part of your digital marketing tools, you can see which are driving website traffic. Knowing how people find you can help you choose keywords to put into your HVAC PPC ads and website headlines. It can also help you choose how to focus your content so more potential customers can find you.
11. Make a Connection With Your Audience
Images are a key part of HVAC website design, but stock photos might not be the best web design tool to make your website pop. Since you’re a local small business, connect with people by taking photos of you and your staff in action.
As a small business owner, you can show that you’re committed to your HVAC company by including a recent headshot or a photo of yourself in the office, and contacting customers. Partnering with other local businesses to produce content is also a great way to show your affection for your local neighborhood.
Maybe your heating and cooling company installed a system for a local gym. Collaborate with these customers by sharing photos of their fitness classes on your social media pages. This can boost your email marketing and content marketing strategy. Partner with other home repair services like a local electrician to make a video on why you need proper electrical wiring to run an HVAC system. Credit your partners, because their content has the rights reserved, and you don’t want to pass it off as your own.
12. Pay Attention to Security
You may have assumed that your HVAC web design platform automatically created a secure website, but that’s not always the case. Your HVAC marketing tools can get people to your website, but they won't stay if they don't think it's safe. Make sure your website host offers an SSL security certificate, and make sure you get one.
An SSL certificate helps make your website less vulnerable to hackers. Your customers should feel secure giving you their personal information, so protect it by making your site more secure.
13. Hire HVAC Website Design Services
While there are plenty of HVAC website templates available, you probably don’t want to spend your time designing your own website. Have a professional help you create a responsive website that attracts visitors and helps you generate leads.
Working with a company offering web design services will help you get a site that is clean and responsive offering the right information to potential customers. Working with a company also gets you better website support than going it alone. Work with professionals who know how to take your site to the next level, helping you find more business.
Let Scorpion Home Services Help You
Scorpion Home Services offers what you need to improve your HVAC business, helping you improve your website and marketing practices, growing your service area, and strengthen your online reputation. If your current HVAC web design isn’t up to par, our web design professionals can help you.
Let us evaluate your existing website to see how responsive it is and how well it functions as a marketing tool. Our HVAC marketing service experts will help you get more from your digital marketing tools. We will work with you to create a stunning website that helps increase website traffic and gets you into the local searches, building your brand awareness with HVAC clients.
Stop expecting to grow your business with the same old website. Contact Scorpion Home Services today to learn about our marketing services and how we can improve your HVAC website.
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