In the United States, 63% of shoppers begin their search online. Homeowners may still look for an HVAC service through friends who “know a guy,” but those interactions are happening increasingly on social media rather than across fences or over coffee. Customer loyalty is also no longer a given. Here are the key elements that spark great customer reviews and referrals: immediate responses to online or phone inquiries, flawless customer experience and when-they-need-it service. So, while it all starts with growing leads and converting them to booking, you’ll need to develop customer experiences (CX) that live up to your keenest marketing strategies. In this article, we’ll concentrate on “What is the best way to get leads for my HVAC company?”
Below, we highlight the 5 best HVAC marketing strategies that lead to a higher return on investment in the form of HVAC conversions.
What Is the Best Way to Get Leads for My HVAC Company?
- Build a better HVAC website.
- Optimize your search engine marketing.
- Grow your local SEO.
- Invest in PPC ad campaigns.
- Retain clients with great service.
1. Build a Better HVAC Website
Before you spend another dollar on driving traffic to your website, take a look at what happens when they get there. It only takes 50 milliseconds for prospective clients to decide whether they’ll stay on your website or move on to your competitor.
Here are a few strategies that can keep their eyes on your content long enough to form a positive opinion and book your HVAC services.
- Easy navigation
- Intuitive design
- Useful, engaging content
- Product and service descriptions
- Social media tie-ins on the website
- Relevant blog
On top of these elements, it’s important to achieve higher SEO rankings. First-page search results have a few things in common.
- 94 percent of negative feedback starts with poor design.
- 85 percent of users prioritize the mobile version of the website (Make your websites mobile-friendly!)
- 88 percent of prospects don’t return to websites they don’t like.
2. Optimize Your Search Engine Marketing
Search engine marketing connects your HVAC business to homeowners as they search for service options. According to Statista, half of all webpages served are mobile. In the U.S., 63% of traffic derived from paid Google search clicks, more than half of them from mobile phones. So, this is where your customers will find you, provided you have the right SEM strategy.
SEO Strategy is about more than keywords and appealing to search engines. Knowing the latest SEO trends prepare you to make strategic changes to your site and helps you entice your target markets to find you in search engine results.
There are hundreds of factors in Google’s ranking algorithm. Some of them matter more than others. In addition to the elements covered in improving your website design, focus on the following:
- Schema markup
- Webpage content quality
- Quality backlinks
- Optimized images
- Page speed
- Social signals
- Domain age
These elements give your site legitimacy and improve your domain authority, resulting in higher rankings — hopefully higher than your local HVAC competitors.
3. Grow Your Local SEO
Local SEO is the digital equivalent of placing ads on local radio stations or in the local newspaper. Do everything you can to improve your ranking in local search results. This goes beyond mentioning the city in your content, though that’s important too. Many homeowners searching for HVAC providers want to find one nearby. Make it easy for them to find you and hard to find your competitors.
If you aren’t familiar with local SEO, consider taking a marketing bootcamp to build your confidence and your results. Local HVAC providers attract generate leads right from the browser with the following strategies:
- Use locally relevant keywords such as My City HVAC or local HVAC services.
- Optimize your domain name. For example, MyCityHVAC.com or localHVAC.com.
- Optimize Google My Business. Start with making sure your business is listed.
- Allow user reviews and ratings.
- Create location pages for the areas you serve.
- Generate backlinks to your site on pages with good domain authority.
What Is Geofencing?
Geofencing apps let web administrators establish a virtual boundary in location software such as GPS or RFID. When enabled, it creates a boundary around a Google Maps location. This triggers a response when a device enters the area. HVAC providers can push notifications and advertisements to users entering this area. You can also target your competitor’s service area to generate HVAC leads for your services.
Take Advantage of Local Directories
From the local chamber of commerce to the yellow pages listings, ensure that your business appears in local directories. Homeowners seeking services for their property love to search directories of businesses near them, and you can take advantage of that to generate solid HVAC leads.
4. Invest in Pay-Per-Click HVAC Ad Campaigns
In a PPC campaign, you set a bid on what you will pay for each click through to your website. You pay for ads that users actually click on.
The following platforms have PPC ads:
Google Ads is the most popular PPC platform and may be a good place to start. Choosing keywords such as “My City HVAC repair company” can generate warm leads for your business.
How you focus your HVAC advertising strategy will determine your budget or vice versa. Use social media campaigns to generate traffic among your prospective clients, such as homeowners 25 and older within 25 miles of your location.
5. Retain Your Clients with an Excellent Client Experience
So, now you have a great upstream funnel through your SEO and local HVAC marketing campaigns. Your awesome website is creating steady HVAC conversions for your business. How do you keep your clients so all your efforts aren’t wasted?
Half of brands surveyed thought they delivered excellent customer services — only 10% of customers agreed. Paying attention to the details and getting the job done on time and within budget are two main factors to keeping your clients happy. However, it doesn’t take more than an unkind word or surly attitude to leave customers with a poor impression of your business.
Initiating a customer service training program for technicians and implementing customer surveys can help you raise awareness and accountability among your HVAC technicians, who serve as the face of the business.
What is the best way to get leads for my HVAC company? We have several services that can help you answer that question. Contact Graphicmachine today to find out how we can supercharge your HVAC company’s marketing and sales strategy.