Websites 101: What Your HVAC Company Needs and Why

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    By The Coolfront Content Team

    Consumers are increasingly reliant on the information they find online to learn more about products and services. The more money a consumer intends to spend, the more likely she is going to start her buying journey online.

    While many successful HVAC businesses recognize this, we are always amazed that some are continuing to do business without a website! Some companies think that their Facebook page or other social media account is enough to get the word out. However, many consumers are not searching for product or service information on Facebook. Your website is a much better opportunity to tell customers about your company and why they should do business with you.

    Tell the world what you want them to know about your HVAC business with a website. It doesn’t have to be flashy, but if you believe that it represents you and your company, you can attract the right customers for the right reasons.

    We recommend the following website essentials to get started, using the Chicago Heating & Cooling 1 Corp website as an example:

    Include clear contact information: Your website should clearly display your company name, address, phone number, and contact email address – ideally on each page. Consumers should have a clear idea of who you are and how to get in touch with your team.

    A contact form is a great way for customers to get in touch and describe what they are looking for when they are unable to call or outside of business hours:

    Top-level navigation: Consumers have become accustomed to finding a menu of options at the top of the page. We recommend following this website advice to ensure that your prospective customers can easily find the information they need:

    Mobile responsiveness: It’s critical to ensure that your site is mobile-friendly. With mobile search overtaking desktop traffic, your company’s website must be read with ease by customers on the go.

    A menu of services: Consumers need to gain an understanding of your services to determine whether you’re the right HVAC company to solve their problems. Make this easy to find on your website by including your menu of services in the top-level navigation menu.

    Customer reviews: Include testimonials from your happy customers on your website to build credibility and earn trust from prospective customers. We recommend using the word “Reviews”, rather than “Testimonials”, to improve your presence in search:

    About us page: Personalize your company website by including an “About Us” page. You may also want to include information about your service area here or on your contact page. Use photos wherever possible to match faces with the services you provide. Your “About Us” page is a great opportunity to provide more details about your company, your expertise, and your team:

    This simple website advice will make a great foundation for a great HVAC business website. As your online presence grows, consider adding a blog, special offers, or a career page, as necessary. When customers call, ask how they found your company. Your website will serve as a powerful marketing tool and ultimately drive more business for your company. We have even created a digital marketing ebook to help!

    Notes:

    – Essentials for websites: NAP, Reviews (better for SEO), Reviews top level nav item, service area, simple service list – sentence or two describing each service, no sub-menus

    – Services in top nav – drop-down; one services page is fine as well

    – Phone, email, and contact form

    – Clear CTA on each page

    – Email at their domain – $6 / user to set up thru Google Apps

    – Domains – namecheap offers free email forwarding

    – Mobile responsive

    – Photos of your team, about your business

     

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