Author Archives: HVAC Webmasters

Dec '21

HVAC Pay Per Call (Best Practices + Tips to Get $30 Leads)

Blog Cover for HVAC Pay Per Call Showing Phone

HVAC Pay Per Call campaigns represent one of the most efficient ways to generate AC company leads in 2023. Consumers place nearly 100 billion calls to businesses each year, and heating & cooling businesses can benefit. Let’s check out some of the primary components of pay-per-call.

Table of Contents

What is Pay Per Call for HVAC Companies?

Pay Per Call is an advertising model where advertisers pay based on consumers’ phone calls. Unlike other paid advertising models, pay-per-call reduces costs by eliminating fees for empty clicks or impressions.

Comparison Chart Infographic Comparing Pay Per Call With Other Promotional Methods

Pay Per Call Tips for AC Companies

Geo-Targeting

AC companies typically utilize local marketing strategies to earn nearby clients. For example, with pay-per-call advertising, businesses can target specific zip codes, towns, and cities to maximize ROI.

By spending to reach nearby customers, you increase conversions and reduce expenses. The result is a higher ROI and a more efficient advertising model.

Personal Touch

While the per-call advertising model uses modern technology, its effectiveness stems from more traditional promotion. Consumers who are willing to call your HVAC company typically seek a more personal touch.

Anyone can submit a digital form or sign up for an email newsletter. Still, these interactions are rarely personal and seldom lead to conversions. Instead, by paying for calls, you can immediately capture warm leads and convert them using your most effective sales techniques.

Seasonal Promotion

Pay Per Call campaigns should adapt to seasonal changes as primary HVAC services fluctuate with weather patterns. For example, winters call for ads targeting furnace and heating repairs, while summers require the opposite.

Depending on your business location, some seasons may last longer than others and prompt more extreme responses. For instance, Texas residents may have emergency needs for AC repair. Still, as we saw in 2021, unpredictable winter storms can also require emergency HVAC maintenance.

Pay Per Call With Google Local Service Ads

Most HVAC companies have used Google Ads for traditional PPC advertising. But did you know that you can use Google Local Service Ads (LSA) to run per-call campaigns?

Screenshot of Google Local Service Ad With Phone Number

Pay for Completed Calls

Google LSA allows AC contractors to pay only for completed calls meaning missed calls will not drain your budget. In some cases, Google LSA can reduce your costs to about $30 per call.

Appear on Top of Search Results

Like traditional Google Ads, Google LSA lets you jump over organic search results to garner more impressions. As a result, it’s not uncommon to generate about 30 leads per month with Google LSA.

Pay Per Call Pros & Cons

Pro: Cost

Per-call ads are less expensive than most HVAC leads, and generating $30 leads can produce ROIs between $120-$420. That’s not to mention repeat business potential, which pushes the lifetime value even higher.

Pro: Conversion

Most per-call campaigns produce high conversion rates, especially when compared with other forms of digital promotion. Customers who are willing to call your business likely have an immediate need. They are eager to book a technician ASAP.

Con: Drops

Depending on which pay-per-call service you utilize, they may charge you for dropped calls and calls that lead to no business. For this reason, it is critical to research your pay-per-call provider before investing resources.

Pay Per Call Red Flags

Never sign a long-term contract with any paid advertising platform. You can mark it as a red flag and avoid their company if they require such terms. Credible platforms allow the results to keep you paying fees.

Pay attention to purported costs per call as anything super-low, like $.50 per call or $2 per call, indicates a scam. They are likely charging you for robocalls, spam, and other low-quality connections in these cases.

Finally, be on the lookout for providers who offer shared leads with a much lower conversion rate and lower value. The best types of calls are exclusive to your bsuiness as they convert higher and tend to serve as repeat customers.

Optimizing Pay Per Call Results

At HVAC Webmasters, we are all about optimization. Maximizing each call is the best way to produce consistent results with pay-per-call advertising. Most local businesses have a vital sales process for inquiries.

Customer service is imperative when receiving calls from prospects. You can expect good results if your office staff is kind, helpful, and assertive. Conversely, rude and non-commital staff can cost you clients.

Another aspect of customer service is availability. Do you tend to miss calls to your office line? If so, consider hiring extra staff to field calls and ensure fast response rates. Consumers will move on quickly if you don’t answer.

A helpful way to streamline your sales process is to garner positive online reviews, particularly on well-known platforms like Google, Yelp, and Facebook. You will have to do less selling if you already have a solid online presence.

Sep '21

How To Build an HVAC Images Library (with/List of Sites)

As a Heating & Cooling Company, building an HVAC images library for your website, social media profiles, and other business citations is essential.

People like to look at images – especially when it comes to choosing an HVAC company. As a result, top HVAC companies are investing in images libraries. An HVAC images library can show your customers what you are capable of, what kind of business you run, and your company’s values.

Building a photo library can be tricky, though. Where do you start? Where do you get the pictures? What kind of images should you include? HVAC Webmasters covers all this and more in the following post.

Table of Contents

Setting a Goal for Your Images Library

Build your HVAC images library with a specific purpose. Most HVAC contractors interested in building an images library promote particular services or need visual components to their web pages.

However, an image library can be more than that and can share your company’s values with visitors to your site. Additionally, images can showcase some of the incredible people you employ. Finally, an image gallery can educate and engage your audience.

Your goal will ultimately inform what kind of images you need and where to get those images. Next, think about what you want people to think and feel or how you want them to react when they see the pictures in your gallery. What is the ultimate goal of your images gallery? Do you want to sell your services? Tell a story? Teach people about HVAC?

Should HVAC Websites Use Stock Photos?

Many HVAC contractors use stock photos to load up their images gallery. Stock images are a handy option because of easy access to pretty much any visual you can think of – including HVAC systems and HVAC technicians. Stock photos are a solid option if:

You are working with a thin budget

You don’t have unique photos of your staff and equipment

Some stock photos look great on your company website. However, it’s better to edit royalty-free stock images with a free image editor like Canva so you can add branding and create unique files.

List of Stock Photo Websites for HVAC Contractors

You can use all kinds of stock photos for your HVAC company. There are also a lot of sources for stock photos. Here are some of the best stock image websites to get you started:

123RF: 123RF is home to millions of images, and many HVAC contractors have used them to populate their sites with images.

Pixabay: Pixabay offers royalty-free stock photos without needing to sign up for an account.

Deposit Photos: Deposit Photos has been around for about a decade and has amassed hundreds of millions of high-quality images for nearly every industry.

Unsplash: This is a paid subscription, but it can cut much of the guesswork out of using stock images (licensing and attribution).

Before you start loading up on stock images, you must be aware that not all stock images are free. Some are licensed, which means you will either have to pay to use them or give attribution to them on your website.

There are many stock photo websites like 123rf and Unsplash that give you access to their library for a monthly fee. The monthly payments include unlimited usage of their library, and you won’t usually have to worry about attribution when you pay for a subscription service. Free sites like Pixabay will typically specify whether attribution is required on a photo-by-photo basis.

Other Photo Library Options for Heating & Cooling

Stock photos are often necessary but don’t come without their downside. For instance, since thousands of websites use the same stock photos, Google can’t distinguish which picture is more valuable; therefore, none provide great SEO value. The good news is that other types of photos provide greater SEO value for HVAC companies.

Infographic Images

Infographics are a great way to educate your visitors and tell them something interesting about your HVAC services in general. When polled, 200 marketers reported that infographics helped them reach their marketing goals more than any other type of visual marketing strategy.

Infographics are also great for loading up your image library with original content. That way, you won’t have to worry about licensing or attribution at all. In addition, several websites allow you to create your own infographics, like Canva.

Canva provides various free templates you can edit for your website and allows you to make infographics that translate technical HVAC information into laymen’s terms.

Original Photos

Last but not least, you can load up your HVAC images library with photos that you take yourself! These days, camera phones can snap the same types of high-quality images as fancy professional cameras. If you plan to take a bunch of photos with your camera phone, we suggest investing in a tripod. It will keep the camera steady and allow you to take better-quality photos. Taking your own pictures for your images library is a good idea when:

You want to appear professional and unique for Google and users

The goal is to tell the story of your company or to highlight your staff

You want to show off completed projects

Consider publishing landscape photos of service areas, your logo, or even your satisfied customers (with their consent, of course). Original photos may be the way to go if you want to emphasize your community involvement. Taking pictures of yourself and your staff at local events is a great way to show your potential customers that you are invested in the community just like they are.

Original photos of your staff work best for both SEO and on-site conversions. Google prefers expertise, trustworthiness, and authority (E-A-T), and users feel more comfortable buying from real human beings.

AI-Generated Images

Advancements in AI models have allowed for the creation of AI-generated images. Tools like MidJourney StableFusion and Canva’s Text to Image app allow HVAC companies to produce realistic images. The copyright laws surrounding these images must still be ironed out in some cases, but they are often considered to be original and royalty-free images.

These tools still have limitations, however, so be sure to follow the guidelines below:

Only generate images WITHOUT people (i.e., equipment, tools, exteriors, etc.)

Don’t assume 100% that these images don’t violate copyright (use at your own risk)

Enhance the images with your branding, logos, and other alterations for better results

It’s clear that AI will change the image generation process for small business owners. While the tools currently have limitations, they can produce realistic original images of AC units, furnaces, and other tools and equipment. It’s important to continue to follow advancements in AI technology for marketing.

Artificial intelligence tools can now generate original images of AC units and other HVAC equipment. However, you should avoid requesting images that feature people since they often ruin the image’s realism.

Optimizing Your Photo Library

Gathering different kinds of photos is a great way to keep your online presence fresh and visually appealing. But there are other things you should consider when building up your stash. For example, when you download an image, you will want to name the file something relevant.

For example, a picture of your HVAC truck should have a title like (jims-hvac-company-truck.jpg).

Naming your image files helps with the following:

SEO: Google can read file names, so your images should contain keywords when possible (and should match the image alt text)

Organization: Avoid keeping duplicate photos in your library by giving each a unique name

Aug '21

7 HVAC Maintenance Reminder Postcard Ideas (for Direct Mail)

HVAC Webmasters discusses seven HVAC maintenance reminder postcard ideas for contractors looking to maximize their direct mail marketing. Believe it or not, direct mail marketing still has its place in the digital world.

Don’t believe us? The numbers don’t lie. In 2022, the average direct mail marketing open rate was 90%. That number has sustained itself in 2023 and projects to continue onward.

Getting a physical postcard in the mail that you can then pin to the refrigerator or your corkboard to remind you of an appointment is still helpful for many people. So, in the following post, we will give you some HVAC postcard ideas to give your direct mail marketing campaign a shot in the arm.

Table of Contents

Why Use Maintenance Reminder Postcards?

As an HVAC company, you provide an ongoing service. Therefore, everyone needs to have their heaters, ACs, or ductwork worked on from time to time, and postcards can help people track when they need maintenance.

Here are some instances when an HVAC postcard would be appropriate:

Maintenance Reminders: No one wants to get caught with a faulty HVAC system in the dead of winter or during dog days of summer. A friendly service or maintenance reminder in the form of a postcard can help the consumer maintain a working HVAC system and boost your sales.

Promotions: Postcards are also a great way to upsell your current customers with special deals that may interest them. Try to personalize the mailing list by sending postcards about a service that the receivers have used or inquired about previously.

Greeting New Residents: You can send a postcard greeting to people who have just moved into your service areas, letting them know that you provide HVAC services and maintenance. You can also send postcards to residents in areas where your company expands.

Thank You Notes: Making customers feel appreciated is essential for any business – HVAC included. Postcards are a great way to thank a customer for their patronage.

Awesome HVAC Postcard Ideas

Creating effective postcards has a lot to do with visuals and the actual copy on the cards. Take a look at some HVAC postcard ideas for inspiration:

1) Make it Personal

Personalizing your maintenance reminder postcards as much as possible is always a good idea. In email marketing campaigns, customized messages increase conversion and open rates. The same principle applies to physical mail marketing. People don’t want a general statement sent to hundreds of others.

They respond more when they know the message is personal. When you send thank you cards, mention the service the customer purchased. When promoting a service, use your sales history data to send promotional postcards to a targeted mailing list.

2) Drive Action

If the goal of your postcard campaign is sales, it can help create a sense of urgency that drives action. For example, if you promote a sale on duct cleaning, make sure that the offer is time-sensitive so that people will feel compelled to take more or less immediate action.

In addition, any offer you promote through direct mail postcards should most certainly have a clearly marked expiration date.

3) Utilize a Call to Action

Just like with web copy and email marketing campaigns, you need a call to action on your HVAC postcards to let the recipient know what you want them to do so that you can measure the effectiveness of your campaign.

For example, giving special codes for a specific discount is an easy way to track the effectiveness of a promotion and a direct mail marketing campaign.

4) Use Copy Sparingly

The written content on your HVAC postcards shouldn’t look like an essay when your customers receive it. That will only scare them away. So instead, keep your message short, simple, and focused. In other words, don’t try to cram a bunch of different promotions or topics onto the same card. Instead, stick to the most important message and a straightforward call to action.

5) Be Careful with Images

Piggy-backing off the last point, be careful with what images you include on your postcard. While images can certainly increase open rates, having too many will make your postcard look too busy and unattractive to the recipient. Instead, use only one or two images at the most.

Also, you always have to ensure that your images are high-resolution for print. Remember that when you see an image on a computer screen, it might not necessarily look as clear and crisp in print. In general, you want your pictures to have a print resolution of at least 300 DPI.

6) Create a Compelling Headline

The headline should be the largest font on your postcard. It should also be as compelling as possible. For example, if you are promoting a special discount on an HVAC service, the gist of the service should be your headline.

For example, if you promote an AC tune-up special, your headline could be “Stay cool in the sweltering summer months.” This headline pressures the pain of not having a properly working AC at the hottest time of the year. It conjures up an uncomfortable image for the reader and may spur them to action.

Here’s another example of an HVAC inspection special: “Save money on your monthly utility bills.” Again, this headline pressures the pain of high utility bills due to an inefficient HVAC system. However, it also offers a solution for the recipient.

7) Keep Track of the Results

Last but not least, you will want to make sure you can measure the success of your direct mail marketing campaign. That way, you can figure out what messages are working and which are flopping. You can track the results by phone by using a specific number on the postcards for customers to call.

Link the phone number to a call forwarding system so you will know each time the phone rings as a result of your postcard campaign. You can track results by website visits by including a unique URL on the postcard that links to a specific landing page.

Finally, you can track actual purchases by including a special discount code on the postcard.

Next Steps for HVAC Maintenance Reminder Postcard Ideas

Now that you’ve learned strategies for creating effective maintenance reminder postcards, it’s time to take action. Order your postcards and start delivering them to your existing customers. Keep track of the results through your CRM and refine your approach based on the data.

If you need assistance with your marketing campaign, feel free to reach out to HVAC Webmasters.

Jul '21

11 (Mind-Blowing) HVAC Industry Statistics to Consider in 2024

Whether you are considering a career in HVAC or are already firmly entrenched in the industry, HVAC industry statistics are a valuable resource.

Some worry about the long-term viability of the HVAC industry, though most of the data paints a favorable picture of the future of this long-standing trade industry.

In the age of fear-mongering and misinformation, there is strength in numbers and statistical numbers in particular. The raw data removes inherent biases and delivers objective projections on the industry’s future.

The following article will outline 11 of the most compelling HVAC industry statistics for 2024.

Quick Statistics for the HVAC Industry

The HVAC Market is Projected to Grow by 6.28%

The Average HVAC Technician’s Salary is $23.68 Per Hour

70% of HVAC Companies Dislike Their SEO Provider

23,000 new HVAC Jobs will Be Created by 2032

75% of US Homes Have Central Air

67% of Southern Households Leave Their AC Running All Day

The Average American Pays $293 for HVAC Repair

California Has 38,370 HVAC Workers Statewide

Over 70% of U.S Homes Have ACs installed

43% of U.S. Power Generation is From Gas

Thermostats Last an Average of 10 Years

1) The HVAC Market is Projected to Grow by 6.28%

Today, the HVAC market is estimated to be worth 65.72 million. That number is projected to reach 89.11 billion dollars in just five years, representing an industry growth of 6.28%.

Beyond this immediate growth, experts predict that with the ongoing climate changes, demand for HVAC systems will only continue to grow. Such a trend may be particularly interesting if you try to decide on a career path with good job security.

Homeowners regularly invest in unit upgrades, creating a demand for heating and cooling jobs across the US and other countries.

2) The Average HVAC Technician Salary is $23.68 Per Hour in the US

So you know that your HVAC job isn’t likely to be in danger any time soon, but how much can you expect to be paid? That all depends. Where you live is the number one factor determining your HVAC salary.

The average salary for HVAC technicians varies by state. The national average, however, is $23.68 per hour. To put that figure into perspective, consider that the national average for hourly pay in the US was $11.11.

To give you even more perspective, some of the highest-paying states for HVAC contractors and technicians are on the East Coast.

For example, Oregon pays its HVAC technicians the highest national hourly rate, $30.41 per hour. Conversely, Florida HVAC specialists earn the lowest average, just $19.21 per hour—more than three dollars below the national average.

3) 70% of HVAC Companies Dislike Their SEO Provider

According to industry research, including independent studies from HVAC Webmasters, roughly 7 out of 10 HVAC companies with digital marketing agencies are unsatisfied with the results. Regarding SEO, it can be difficult to gauge performance properly, as traffic does not always equate to leads.

Several marketing companies lack billing transparency, causing clients to become unaware of what they are actually paying for. Contractors might also be locked into 12-24-month agreements without an opt-out clause in these cases. These kinds of tactics are understandably frustrating.

Despite the overwhelming discontent with marketing services, nearly all successful HVAC companies are investing in marketing of some kind. As a result, professionals largely understand that while finding a competent HVAC SEO company is challenging, growing a business is necessary.

4) 23,000 new HVAC Jobs will Be Created by 2032

If you are wondering how likely it will be to find a job once you are a licensed HVAC technician, consider the following statistic: the Bureau of Labor estimates that by the year 2032, 23,000 more HVAC jobs will be created in the US alone.

What’s the reason for this boom? The growth of the construction industry is a primary culprit. The HVAC and construction industries have always been very closely tied; as one goes, so does the other.

Labor experts believe that the HVAC industry will also grow because the construction industry is projected to grow in the coming years. As a result, 23,000 more jobs will need to be filled by 2032, translating to a 5.53% increase in job growth.

5) 75% of US Homes Have Central Air

What might you want to specialize in as an HVAC contractor or technician? According to experts, you might want to brush up on central air units in particular. It is estimated that 75% of US households have central air systems installed.

Regional climate plays a role in the number of households with central air. For example, if you live in a northern state, you will likely see fewer central air units.

In these regions, you may encounter window units and individual cooling appliances in colder regions where air conditioning is only needed for a few months a year. In this case, it may be wiser to specialize in swamp coolers, window units, and portable AC systems.

6) 67% of Southern Households Leave Their AC Running All Day

A survey of Southern households revealed that more than 67% of residents leave their air conditioners running all day. This behavior can be attributed to the region’s warm climate and seasonal length.

Unfortunately, this trend doesn’t always correlate to more service jobs. Most people don’t have their air conditioner serviced yearly like they should—even in Southern states.

Still, this statistic is encouraging for an HVAC contractor because you know there will be many AC repair and replacement opportunities in the South.

7) The Average American Pays $293 for HVAC Repair

There are no set guidelines for how much someone will pay for HVAC repair/service. It will always depend on location, the nature of the repair/maintenance, the type of unit, and the service provider, among other factors.

On average, you will pay $319 to repair or service your AC. If you need your furnace looked at, you can expect to pay an average of $268. You can also spend as much as $2,900 for serious HVAC repair jobs or installations.

Heating and cooling maintenance jobs are lucrative in many states. The demand for repairs and installations is relatively consistent, though seasonal dips are more pronounced in certain regions.

8) California Has The Most HVAC Jobs

The consistency of job availability depends on various factors. Climate is certainly one of those factors, though the states with the most heating and cooling jobs may not be the ones you first think about.

California employs 38,370 HVAC technicians and contractors, the highest number in the country. Florida had the second-highest number of HVAC employees, with 33,560.

Those numbers are expected to hold steady, too. As a result, the HVAC industry’s job growth is expected to mirror the overall industry growth in the nation.

9) Over 70% of U.S Homes Have ACs installed

The sheer percentage of U.S. homeowners with installed air conditioner units represents a favorable market projection for companies and technicians. The equipment will invariably require repairs, maintenance, and replacement.

As Grand View Research describes, original equipment manufacturers can anticipate a 20%-30% market opportunity for new unit sales and replacements due to aging air conditioners.

Due to their superior efficiency, electric water heaters waste less electricity and water. As a result, consumers can save money while reducing their carbon footprints.

10) More People Use Gas and Electricity to Heat their Homes

Homeowners recognize the benefits of electric heating and heat pumps, which offer great energy efficiency when compared to gas or oil furnaces. Heat pumps can heat and cool, allowing for a consolidation of cumbersome units.

Gone are the days of kerosene, propane, and fuel oil. Instead, most Americans use gas and electricity to heat their homes. It is estimated that 43% of power generation is from gas, while 44% have already switched over to electrical heating systems.

Trends like these reflect energy usage shifts as consumers and regulators look toward cleaner grids. Homeowners, in particular, are seeking electric energy solutions that benefit the environment while cutting their energy bills

11) The Average U.S. Home’s Thermostat Lasts 10 Years

Smart thermostats provide several benefits, like remote control and smartphone compatibility. Most importantly, they feature AI-powered scheduling to optimize energy usage within homes. As older models die out, we see more adoption of this technologically advanced alternative.

A thermostat inside an American home lasts an average of 10 years before requiring a replacement. Because of technological advancements and new product features, homeowners frequently replace their thermostats before the 10-year mark.

Utility companies will provide rebates and other incentives for energy-efficient thermostats, which increases the financial motivation to adopt these devices.

Take your HVAC Company Into the Future

Here at HVAC Webmasters, we are all about helping contractors prepare for sustained success. That’s why we wanted to provide you with some HVAC industry statistics highlighting current trends.

While the industry is not protected against rapid changes in technology and society, it is one of the most well-positioned to withstand and adapt to these alterations.

Our agency offers digital marketing services to help you embrace the new trends and remain an authority in your location and niche. Together, we can maximize your success going forward.

Jun '21

6 Best Content Management Systems for HVAC Websites

HVAC Content Management Systems (CMS) (Blog Cover)

Content management can be a huge chore, especially if your HVAC company’s website is regularly updated with new pages and posts. To streamline the process, it is important to select the right content management system.

Key Takeaway

As the founder of HVAC Webmasters, a digital marketing agency for heating and cooling professionals, I recommend using WordPress as your CMS. Over the past 10+ years, my clients have received a WordPress website with their monthly services.

In the following post, I will outline the best content management systems for HVAC websites based on my 10+ years of experience working with HVAC companies on digital marketing campaigns.

What is a Content Management System?

A content management system is a software suite that allows you to create, publish, update, and manage your website’s content.

Content includes everything from blog posts to your About Us page to images and online forms – basically anything that appears on your website. The best content management systems are essential for many industries because they allow you to manually design, publish, and update your website.

My Top 6 CMSs for Heating & Cooling Companies

1) WordPress

WordPress is an open-source CMS that offers a free version and a premium paid version. As the most well-known CMS, WordPress integrates with nearly 60,000 plugins, including the Yoast SEO plugin, which helps you optimize your content for maximum digital exposure.

WordPress also features various themes to help your website stand out without breaking your back on coding. It’s user-friendly, and you can master the dashboard in just a few days.

2) Joomla

Joomla is a free, open-source CMS that doesn’t require in-depth technical knowledge to utilize it effectively. It is intuitive and user-friendly, and you can quickly grasp the essential functions.

Open-source software can be necessary for HVAC contractors because it gives you access to a vast array of plugins, custom templates, and tools you may need for your business. For example, with Joomla, you can add online form plugins so your customers can schedule appointments online.

3) Kentico Kontact

Kentico Kontact is an excellent option if you have multiple sites and a mobile site for your company. It allows you to use your content anywhere easily and uses Cloud storage to make implementing your content on various sites easier. Kentico offers free and paid versions.

Kontact is a headless CMS that gives the content you create more fluidity because it is stored as data instead of being tied to a web page. The downside is that you will need a good amount of experience and design knowledge to utilize it effectively.

4) HubSpot CMS

Hubspot CMS provides helpful in-house tools for optimizing your site. For example, you can use an in-house A/B tester to see which landing pages earn more clicks and which need tweaking.

Hubspot CMS also assists with SEO, which, let’s face it, everyone can use help. Building a page from scratch is also very easy on this platform: a simple drag-and-drop page builder and editor you can use if you have little to no design experience.

5) Contentful

Contentful may be a good option if you have multiple websites for different areas that you service or a slew of landing pages tied to your PPC ads. Contentful makes it easy to create and organize different content in a centralized software suite and then distribute it to various online channels.

However, Contentful has two downsides. One, it is a headless CMS, so you must be somewhat tech-savvy. Two, there is no free version.

6) Magnolia

Magnolia’s CMS mechanics are too complex to discuss here, as the company uses a lot of technical jargon to describe its processes. For this reason, it’s not a CMS that I would recommend to a newer HVAC company looking to launch a business website quickly.

However, well-established enterprises or franchises in the heating and cooling space may want to consider Magnolia’s benefits. Its primary appeal is something called “decoupled architecture,” which means it seamlessly integrates with additional technologies that your company may utilize.

Next Steps in Choosing a Content Management System

The best content management systems allow you to design and update your website yourself. However, it always helps to have a professional in your corner for everything else. As I mentioned, each client who signs up with my agency, HVAC Webmasters, receives a custom WordPress website with a CMS.

May '21

8 Reasons to Use WordPress for Your HVAC Website

If you have just started your own HVAC business or want to revamp your existing one, you may consider some serious choices. Namely, “Which website builder should I use?” There are a few trendy choices out there for you, but few offer the kinds of resources that WordPress does.

There is a reason why WordPress is the most used website builder on the internet – or rather, there are eight excellent reasons. If you have been debating about which builder you should use for your new HVAC site, allow us to play devil’s advocate and tell you about the advantages of WordPress.

Table of Contents

1) It can be Free

Please note the italics in the heading. One of the best things about WordPress is that using its primary model is free. You can have an essential WordPress website up monthly without paying a dime. If you want premium features like faster hosting, you will have to pay a bit for that.

In general, small businesses don’t have to spend much to maintain a quality WordPress website. Some don’t pay anything at all. A free WordPress HVAC website may be just what the doctor ordered if you are working with a minimal marketing budget.

2) Open Source Software

WordPress is open-source, and that means a couple of things. First and foremost, it means that you can use it with software and plugins made by third-party developers. Other website design platforms are closed-source, relegating the user to plugins and tools created by the platform’s designers (similar to the difference between Android and iOS).

Secondly, open-source means that many plugins and tools are free. Third-party developers usually offer their software for free (at least initially). You have more flexibility and options when designing and optimizing your WordPress HVAC website.

3) Makes Blogging Easier

Let’s flashback to 2003 for a minute to WordPress’s initial launch, which bloggers used almost exclusively. It was designed for bloggers to launch their sites quickly and easily. Flash forward to 2023, and WordPress is still rooted in its blogging history. Of course, it has expanded immensely, and you can create virtually any kind of website you want with it, but it still makes posting new blogs on a daily or weekly basis very easy.

The interface can quickly and easily crank out fresh blog posts. Why is this important for your WordPress HVAC website? Because you should have a blog on your HVAC website. Not only do people prefer to get information about a company through blogs rather than advertisements, but websites that have a blog also earn significantly more traffic than ones that don’t. The WordPress platform makes it ridiculously easy for you to maintain your HVAC blog with scheduling tools, SEO plugins, and more.

4) Lots of User Resources

One of the biggest reasons small businesses flock to WordPress is that most people aren’t web design wizards. We need help from time to time. Since WordPress is open-source, the community is enormous. If you ever have questions about using WordPress or run into a problem, there is more than likely a tutorial for it on the WordPress forums.

Even if there isn’t, thanks to being the most used website builder globally, there are plenty of outside resources available from fellow users. No matter your problem with your site, someone has posted a forum comment, blog post, or video tutorial about it.

5) Simple Interface

Again, things can get a bit more complex when you start adding more plugins and software; but the primary interface of WordPress is very straightforward. Again, not all of us are tech-savvy; but you will understand the essential functions if you spend an hour on your WordPress dashboard.

The ease of use is often cited by WordPress users when asked why they chose the platform in the first place – and the 409 million people viewing WordPress sites each month confirm the CMS’s dominance.

7) It Grows with your Business

Never forget that the whole point of having a quality website is to grow your business. So you’ll want a platform that can grow with it. WordPress can accommodate as your website gains traction, gets more traffic, and customers demand more from it. The myriad of free and paid WordPress plugins can add more functionality to your site without uprooting the whole thing.

Plus, many premium themes can help you scale your site as the business grows. You can even use new themes to change the look of your website without totally redesigning it. Many tools can improve your visitor’s user experience, including online form plugins and digital appointment scheduling.

8) WordPress Makes SEO Easier

Last but certainly not least, the popular Yoast SEO plugin seamlessly integrates SEO elements into your content. Please make no mistake about it; SEO is still crucial in 2023. While SEO can be a headache, WordPress makes the task much simpler by automatically scoring your pages based on SEO criteria, suggesting titles and meta descriptions, and suggesting ways to boost your HVAC SEO.

The learning curve is minimal, and it can have a significant impact on your monthly traffic.

Professional WordPress Web Design

WordPress is great for beginners and seasoned design vets alike. Do you know who else uses WordPress? We do! Here at HVAC Webmasters, we use WordPress to craft unique and alluring websites for our clients in the HVAC industry. We can do the same for you, so talk to us about our web design services today.

Apr '21

User Experience + User Interface Guide for HVAC

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What is User Experience for HVAC Websites?

User Experience or UX is the ease with which visitors interact with your HVAC website, including navigation, information, and efficiency. The goal of UX is to meet the user’s needs and encourage them to take decisive action on your website. Furthermore, UX influences behavioral metrics such as dwell time, time on site, bounce rate, and others. In totality, these metrics reflect the usability of your website to search engines.

What is User Interface for HVAC Websites?

User Interface or UI is the presentation and appearance of your HVAC website, including its design, theme, and general design framework. UI contributes to UX because well-crafted interfaces enhance the user’s overall experience. In addition, UI contributes to a website sales funnel by helping users seamlessly complete a call-to-action.

The Influence of UX & UI on HVAC Consumers

Have you ever visited a website and become frustrated because it was challenging to navigate or because you couldn’t find the information? Conversely, when you were on a website, everything you came for was available with just a few clicks. These interactions are examples of User Experience and User Interface (UX and UI): the former being a bad example and the latter being a good example.

UX and UI are closely related to website design, which may be a subject outside your realm of experience as an HVAC tech or contractor. However, they are vital to your company’s success because they are closely related to marketing and lead generation. If you aren’t familiar with HVAC user experience or user interface, then read on as we provide a basic primer on these concepts.

Showing How Concise Design Helps SEO for HVAC Professionals

Differentiating UX and UI

On the surface, the user interface and user experience look similar. They are very closely related; however, knowing the difference is essential. UI is a subset of UX. UX considers how a person feels when they are on your website, while UI deals with the more specialized technical aspects of how the user interacts with the website.

You can think of it in these terms: UI is relegated to technical aspects, while UX deals with complex technical and human aspects of website design and function.

What Goes Into Good UX and UI?

Again, you may not have much in-depth knowledge of UX and UI design, but you should know what it takes to create a site that gives visitors what they want. The process of UX and UI design should include:

Planning

Whether you are tackling UX and UI yourself or working with a designer, it’s crucial to establish well-defined goals for your HVAC website. You may offer HVAC services, and you may sell HVAC equipment. So your goal would be to promote your products and your services.

You may only provide HVAC services, in which case the purpose of your website would be to promote only your services. You may have a blog intended to educate people on HVAC services, so you’ll want to get as many eyes as possible on your posts. Whatever the case may be, you have to be aware of what the goals are for your site.

Defining Personas

In UX design, a persona refers to the class of people who are likely to visit or use your website. It’s essential to determine your persona as clearly as possible so you can design your website according to their technical proficiency and preferences. For example, if your target market is middle-aged homeowners, you will want to create your UX around that persona.

Mapping

Now it’s time to take your UX goals and your personas and use them to create a map that will guide them toward action. Mapping for an HVAC website may look like a homepage, service page, contact page, appointment page, etc. You will want to create a flow of clicks based on who is likely to use your site and their needs, goals, and behaviors.

Page Schematics

Once you have a map (or two) set up, it’s time to turn it into a visual schematic. You can use plenty of tools to create the page schematic of your website, but no matter which device you use, the goal remains the same: create a basic framework for your website that outlines how the visitor will navigate it.

Page schematics illustrate the layout of your website. The schematic should be created and closely scrutinized before actual development begins. You will need to work out page sizes, content layout, and navigation elements at this stage.

Site Testing

Site testing can provide you with useful information before your website goes live. You may not always have the luxury to test a prototype of your site with actual users before it goes live, but if you do, take advantage.

Site testing involves gathering a small group of users (personas) and taking into account their input as they navigate the basic prototype of your site. Was it easy for them to see all the pages? Did they get the information they were after? Were they able to take specific actions? Was the site responsive?

A/B Testing

Your job continues once you have completed all the steps mentioned above and your site goes live. Real-time testing should be conducted regularly, also known as A/B testing, and it can help you make quality HVAC user experience upgrades to your site.

A/B testing involves running your current site against a variant and seeing which one performs better (which gets more clicks, more traffic, engages people for longer sessions, etc.). A/B testing should run for at least seven days, so you can get a good sample size and get a clear idea of what can be improved.

Website Design for HVAC Companies

All in all, your UX design should be marketing-oriented. Your website should be the primary source of leads for your HVAC business. Here at HVAC SEO Webmasters, we design websites that are not only focused on UX and UI; but ones that also help you gain new customers.

When customers book your HVAC services, your website has achieved its goal, and your marketing budget provides a substantial ROI.

Apr '21

The Landing Page Optimization Guide for HVAC Companies

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Landing page optimization will make your landing pages more effective, garner more clicks, earn you a higher ROI on your advertising campaigns and generate more HVAC leads in 2023 and beyond.

There are specific landing page optimization methods and practices proven to increase effectiveness. By simply implementing some or all of these methods, you can spare yourself the burden of completely overhauling your landing pages and merely make a few tweaks.

What is a Landing Page for HVAC Companies?

A landing page is a specific web page that users enter after clicking on a branded link, such as a Google search result, a Google advertisement, or an email marketing promo. For HVAC companies, a landing page promotes your HVAC services and encourages consumers to take action.

A robust landing page features elements of expertise, authority, and trust, such as a high-quality image of your staff.

Optimizing Your HVAC Company Landing Pages

Your landing pages are responsible for converting visitors into leads. Many HVAC business owners overlook the vital role that their landing pages play. The fact is, however, that you need to monitor the performance of your landing pages closely.

Namely, how many leads they are generating each month. Most people won’t get landing pages right the first time.

Sometimes it takes several months of testing, tweaking, and monitoring to get everything just right. That is the process of landing page optimization.

Use a Heat Map

The first step in landing page optimization is identifying what is working and what isn’t. Even if your landing page is performing well (generating new leads every month), there is always room for improvement. A heat map is one of the essential tools you will need for landing page optimization.

A heat map will essentially show you what people are clicking on your landing pages. It is a visual representation of your landing pages with numerical data on how many clicks your calls to action are getting, how far down the page people scroll, what parts they are reading or looking at, and much more.

A heat map will help you understand what is earning you clicks and what needs to be improved. Our advice would be to procure yourself a good heat map tool first. Hotjar makes a very intuitive and helpful heat map and even offers a free trial.

Other Helpful Tools

Visual data analysis tools come in many shapes and forms. Most of them have something very insightful to offer regarding landing page optimization, though. Here are some more tools you should certainly consider working with to optimize your landing pages:

Scroll Maps

A scroll map is another type of visual data report. You will be able to see the layout of your landing pages superimposed with different colors. Most tools use red and yellow to indicate where people spend the most time on your landing pages. Green and blue usually represent the sections getting the least attention or scrolling before they leave the page. Crazyegg offers one such scroll map that’s intuitive and easy to use.

Bounce Rate Analytics

Your bounce rate refers to how many people leave your landing page without taking favorable action, like clicking through to your main website. Of course, you want your bounce rate to be as low as possible. So a bounce rate calculator is valuable because it shows whether your landing pages are effective. It can provide valuable insight into what pages need adjustment.

Overlay Reports

An overlay report provides you with similar data as a heat map. It will tell you exactly how many clicks different sections on various landing pages earn and provide in-depth data on individual landing page elements.

Before You Go Live

This section will discuss things you can do to set yourself up for success before your landing page goes live. Don’t worry if your landing page is already live, though. The following section is all about current landing page optimization.

Stick to the Point

Many people go wrong with landing pages when they stray away from the original point. As you design your landing page and develop a copy for it, remember to keep the goals of the landing page in mind. If you are an HVAC contractor, your plan will likely sell your visitors on a specific service—focus on presenting that service positively and how it can make the visitor’s life easier or better.

Limit Clutter

You may be tempted to load your landing pages with high-quality images, but sometimes less is more. A clean, stripped-down design is usually the best approach for landing pages.

Keep Your Audience in Mind

Think about who is most likely to view your landing pages. Maybe people who require emergency HVAC services, new homeowners, or people seeking a specialized HVAC service. Make sure your copy speaks directly to the people clicking on your ads.

Optimizing Live Pages

Add an Exit Popup

An exit popup is a prompt that comes up when a visitor is about to click out of your landing page or navigate away. An exit popup can help increase conversions by 5% to 10% and, in some cases, much more.

Compelling Calls to Action

Your call to action should engage the reader. Instead of “call now,” try something like “increase your A/C efficiency.” Again, a compelling call to action will speak to the visitor’s needs. But make sure not to make it too long or complicated.

Keep the Most Important Information at the Top – Actionable buttons, offer details, contact information, and other elements that would spur a visitor to action should be at or near the top of your landing pages. Keep them away from the bottom, where people must scroll down to see them.

Tweak Headlines

Sometimes, all you need is a simple headline change. Experiment with different texts, but remember that the goal is to grab the visitor’s attention.

A/B Testing

A/B testing is the process of altering a current web page and showing the original and amended one to an equal amount of visitors to see which version performs better. A/B testing is invaluable for improving your landing pages and gaining key insights.

Mar '21

The (2024) Google Reviews Guide for HVAC Contractors

I regularly tell my HVAC clients that Google Reviews are the most important form of customer feedback for a Local SEO strategy. As the founder and CEO of HVAC Webmasters, I’ve launched thousands of digital marketing campaigns, and my data tells the story of the importance of Google reviews.

Key Takeaway

Google reviews appear beside your Google listing on Google Maps and Search and often influence users’ perceptions of your HVAC company. Businesses can request reviews using the URL short link available in their Google Business Profile dashboard.

Google Business Profile Reviews directly influence SEO because they increase your company’s chances of appearing in the Local Map 3-Pack for relevant queries.

Based on my many inquiries regarding this subject, I am presenting my comprehensive guide to Google Reviews for HVAC companies in 2024.

The insights within my guide are based on 10+ years of first-hand experience helping HVAC companies increase visibility on Google search results.

The Impact of Google Reviews on HVAC Companies

While diversifying reviews on multiple platforms makes logical sense, Google is the undisputed powerhouse of customer feedback in 2024. In fact, Google receives six times as many reviews as its three nearest competitors combined.

When launching a reputation management campaign for your local HVAC business, Google reviews should be your main focus because they will directly impact your lead generation and sales.

Google Reviews Tips and Tricks

HVAC companies lacking Google reviews are either brand-new, have few customers, or possess insufficient technology to streamline customer feedback.

Established companies that rely on traditional word-of-mouth marketing have often missed out on powerful opportunities to accumulate Google reviews and grow their company’s online presence.

I recommend using my reputation management tool, DataPins, which I developed and invested millions in. My tool sends automated review requests to your HVAC customers.

While DataPins will address most of your needs when increasing Google reviews, I can also outline other tips and tricks to streamline your campaign further.

Screenshot of GMB Review Total for Local Company

The Process Matters

You must implement a process when trying to scale your company’s Google review frequency. Technology is the best way to ensure the process becomes repeatable. As I mentioned, the DataPins tool will automate review requests to your customer’s email and text inboxes with a Google review link.

A simple investment in this technology creates an ongoing process that will significantly benefit your HVAC company’s long-term visibility.

Honesty is Transparent

Never buy into narratives about manipulating your review count by asking family members or coworkers to leave a review. Tactics like these can result in a suspension of your Google Business Profile.

Consumers respect honesty more than anything, so legitimate reviews from real customers greatly influence your online conversion rates.

Consumers understand that it’s impossible to please everyone, no matter how hard you try. Having a few bad reviews here and there isn’t the end of the world. However, you have to make sure you have the right balance.

Replies are Valuable

The rate at which you reply to your Google reviews also affects how Google ranks your business on relevant searches. This will affect your rankings if you are not responding to any of your reviews or taking weeks to reply to them.

It will also affect how your customer base views your business. They see replies as a sign that you care about the customer experience, instilling more trust in your brand.

How to Get More Google Reviews

My DataPins reputation management software is the best way to get more Google reviews. However, you can also further engage in other processes to increase your reviews on the powerful Google platform.

Below, I outline my list of ways to get more reviews on your Google Business Profile:

Use DataPins

DataPins is a local SEO and reputation management tool for HVAC companies. The software allows contractors to perform jobsite check-ins, which are published automatically on the corresponding web page.

The tool also handles your reputation management by sending automated review requests through SMS (text) and email so that customers can respond at their convenience.

Get a Short Link

People don’t want to go through a gauntlet to leave a review, and many would-be reviews drop out because of a complicated process.

To make it easier for people to leave you a Google review, get a review link. Once you have it, you can use it on your site, social media posts, marketing emails, and even texts.

Ask your Customers

In-person review requests are still influential. People who have been pleased with your service are more receptive to review requests.

Let your customers know how much their reviews can help your business. Again, make it easy for them. Have a link ready to send or a QR code that takes them directly to the review page to scan.

Ask Suppliers

Customers aren’t the only source for reviews. As HVAC contractors, you probably work with material suppliers, manufacturers, and other contractors. You can also contact these people for reviews.

Update your GMB Listing

Regularly updating your Google Business Profile (aka GMB listing) encourages customers to leave more reviews as they can easily find your brand and won’t mistake it with similar companies.

Reply to Reviews

Replying to most of your reviews is essential for garnering new ones. It shows new and existing customers that you care about their experience and aren’t hesitant to engage with them.

It is imperative to respond to negative reviews. Avoid being confrontational. Express your regret and ask how you might do better in the future.

Streamline Your Google Reviews Process

Streamlining your reputation management process requires investing in a software solution to automate the necessary processes. My agency, HVAC Webmasters, exists to help professional companies utilize the right tools and tasks for online visibility.

My team at HVAC Webmasters offers complete reputation management services. I will help turn your existing reviews into lead-generating machines and generate a steady stream of new reviews for your business.

Mar '21

The Google Analytics Guide for HVAC Companies

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What is Google Analytics for HVAC Websites?

Google Analytics is an online tool from Google that tracks website traffic and reports on various metrics. After installing Google Analytics tracking code on your website, HVAC companies can monitor how many visitors enter their website along with more-detailed behavioral metrics.

Editor's Note: HVAC companies will be required to migrate to Google Analytics 4 by July 2023.

Why HVAC Companies Need Google Analytics

Google Analytics is one of the most intuitive and user-friendly website vitals trackers on the market today. It’s also one of the most relevant analytics tools. Google owns the lion’s share of the search engine market at just over 92 percent. Most people will find your HVAC website through Google anyway, so it stands to reason that they offer the most robust and relevant tracking data.

But that doesn’t mean you will become an analytics whiz overnight just by using Google Analytics. There is a bit of a learning curve with this tool, so today, we wanted to share some essential tips and provide some guidance on using and getting the most out of Google Analytics.

Of course, if at any time you want to speak one-on-one with a digital marketing expert to help make sense of website core vitals and analytics, we would be happy to talk to you. In the meantime, read through our guide to using Google Analytics to find out everything you need to know about the platform.

Google Analytics, Step-by-Step

Google Analytics is essential for HVAC contractors who want to ensure that their websites perform as they should. Your HVAC websites should be your strongest tool for generating traffic, acquiring new leads, and converting customers. But how do you know if your website is doing all of that?

The answer is Google Analytics. Certain performance indicators will tell you how your website is getting traffic, what visitors do when they get to your website, which visitors see pages of your website, and how fast your website is.

And it’s important to know all of these things. For example, did you know that, on average, people will only spend 15 seconds on your website? If your website loads slowly or doesn’t provide the information that people actually need, they will leave and go to another site.

This is known as a website’s bounce rate, which Google Analytics can also help you calculate. Here is a breakdown of why Google Analytics is important for your business:

It will show you where you can improve your website to generate more traffic
It can help improve HVAC SEO
It can help you determine ROI on any SEO, advertising, or digital marketing efforts you are making
It can help you determine which content is converting
It provides invaluable market insight
It allows you to see how many conversions you are making per visit

If you are concerned with digital marketing, then Google Analytics is a tool you can’t afford to use. Setting up a Google Analytics account is easy, and you can do so here. So we’ll skip the intro to installing it on your website and get right into the important stuff.

Getting A Tracking Code

Once you are done with the sign-up and installation process, you will be given a Google Analytics tracking code. This is literally a code that needs to be installed within the code of every page of your website for Google to track data.

Various formats need to be adhered to depending on what type of website and host you are using. But for the most part, web admins can place the tracking code at the heading of each WordPress website page. Once your tracking code is installed, you can start using the various features of Google Analytics.

Viewing Standard Reports

Once you log into your Google Analytics dashboard, you can click on the specific website you want to view data for (it will only show one website) if you only registered one website. In the top right corner, you can specify which period of time you want to view data.

This is a good place to start, as you may want to start segmenting your data based on time period as you get more familiar with the analytics tools. In this same option, you can compare data in a one-time frame against another to see how your website has performed over time.

The “Audience Overview” menu also offers a wealth of helpful data, including:

Sessions: How many new people visited your site and spent any amount of time on it?
Bounce Rate: How many people visited your site and left it without taking any action (making a purchase, joining an email list, scheduling an appointment, etc.)
Demographics: This allows you to see where your web visitors are located, whether they used desktop or mobile, and even their operating system.
Average Session Duration: How much time each visitor spent on your website.

Viewing Acquisition Reports

Under the general “Audience” tab, you will find an option for Acquisition. This is an essential tool to use to improve your SEO and understand it better. In this tab, you will see where your web traffic is coming from, including any outbound links or traffic generated from social media.

Backlink traffic information is crucial because HVAC backlinks are a significant ranking factor for the Google algorithm. In fact, on average, the top search engine results have up to 3.8 times more backlinks than the results right below them.

So this option will help you gain insight into which backlinks are working for your website and which ones need to be upgraded.

Viewing Behavior Reports

Behavior reports allow you to see which pages on your website get the most clicks. You will also be able to see which specific pages are typically the first ones viewed by your visitors and which pages visitors are on before they navigate away from your website.

Analytics Shows Traffic Created by Paid Ads

This can provide you with valuable information as to how people are searching for and finding your website. Also, it will give you a clue as to which content on your website may be driving people away.

Viewing Conversions

Viewing conversions lets you see which pages your visitors were on when they completed a transaction. This will help you see which of your pages converts the most leads. The conversions tool will also show you the path visitors who made a purchase took to get to your website, including social media pages.

This is especially useful when auditing your social media and digital marketing strategy and trying to find areas where you can improve.

Analyzing Data

Of course, accumulating the data you get from Google Analytics is only half of the battle. You must then utilize the information to improve your lead generation and marketing efforts. Here at HVAC Webmasters, we can help you make sense of the myriad of confusing data generated by Google Analytics.

What’s more, we can put it to good use. Whether you want to generate more leads, convert more customers, improve SEO, or increase brand awareness for your HVAC business, we can help. Get in touch with our team of marketing experts today.

Transitioning from Universal Analytics to GA4

Google requires all Universal Analytics campaigns to transition to Google Analytics 4. All Universal Analytics properties will stop processing data on July 1, 2023. Any property without a basic GA4 property will have one configured by Google starting in March. So if you want to ensure your settings are correct, create a GA4 property ASAP. The process is easy when you follow the GA4 Setup Assistant.