You might think that your HVAC company doesn’t need a website because you rely on word of mouth, print, radio, or television ads to get the word out about your business. Other companies without a website likely think the same — putting the onus on consumers to do their marketing work for them.
To understand the importance of a good website, just look at your own habits. How do you learn more about a product or company? Unless you’re in a remote part of the world or clinging to your flip phone for dear life, you probably start everything with a Google search. At that point, it’s up to the a website to guide or sell you much like a person would.
Perhaps you’ve been intimidated by the thought of building and running a website. You’re worried that you won’t have the time or the resources to manage a site in addition to running your HVAC company. Plus, people already know what to expect out of an HVAC service call.
Do you really need to have a website to explain what you do and how to get in touch with you? If you truly expect to be able to compete with other HVAC companies in today’s market, you absolutely need to make your website the focal point of your HVAC marketing strategy.
Still not convinced? Let us fill you in on why HVAC website marketing truly matters.
10 Compelling Reasons Why a Website Is Crucial for HVAC Marketing
You know that there are a lot of frauds in the HVAC industry — and you likely spend a lot of your time proving to customers that you’re a credible, trustworthy company.
Put plainly, companies that have a website appear much more legitimate to customers than those that do not.
Even if you can convince customers to trust you without a website, you’re still sending the message that your business simply isn’t that important to you.
If you want to prove to customers that you’re reliable, show off your past work, let them know what you do, and even allow them to get information about your licenses and insurance policies, get a website.
SEO, or search engine optimization, is the best way to set up your site for success. Your content, keywords, H1, H2, H3, image ALT descriptions all play a vital role in how search engines find you.
If you don’t have a website, you can’t be indexed by search engines, you can’t outrank your competitors, and you can’t be linked to by other websites.
This means that you simply won’t be able to grow and evolve at the pace you need to stay in business. Without a website, your advertising strategy will never be as effective as it could be — and never give you the level of results you want.
Simply put, if you don’t make a website a part of your HVAC marketing process, then you’re already well behind your competitors.
Customers want easy accessibility and instant gratification — both of which a website offers. This means that they’ll go with your competitors that have websites, even if your company offers much better prices and services but doesn’t have a website.
A strong, well-designed website can also help you to get ahead of your competitors, and not just keep pace with them.
We know it can be exhausting to have to answer client phone calls all day and deal with a tedious appointment booking process.
Why not save yourself some time and headaches — and make your customers happy — by allowing them to book service appointments through your website?
It’s much easier for them to click a few buttons than to call in, which also means they’re much more likely to actually book an appointment with you if they can do it online.
HVAC websites are often the very first impression that a consumer has of your business as a whole.
So, if you don’t have one? You’re not making any kind of an impression at all.
Plus, a website allows customers and leads to interact with your business and get to know you much more than just a small print ad or logo does. They can click through your pages to learn about why you started your company. They can understand the services you have to offer. They can get answers to their most important questions.
In short, they can get more of what they need — and they’ll think highly of your company because of it.
It’s no secret that getting HVAC leads can feel tough.
Why not make your life easier — and your business stronger — by letting your website do the hard work for you? A website puts your business in front of the eyes of people who are the most likely to book an appointment for your service.
How do we know that? Because these people are already online, searching exclusively for what you have to offer. This means that you’ll be able to connect with action-based consumers who are ready to work with you in the immediate future. You won’t have to play a guessing game as to which of your leads are truly interested, and which ones are stringing you along.
Over 50% of consumers say they prefer to shop local to support their own communities when possible. Plus, especially as an HVAC business, your local market is your bread and butter.
When you have a website, you’ll be able to better connect to your local market. It’s simply easier and more convenient for your local market to type in a quick Internet search when they need HVAC services instead of having to comb through local directories or call around and ask for recommendations.
Plus, you can use your website to show off those glowing reviews your business has received.
HVAC advertising through your website also allows you to convince consumers that you’re truly an expert in all things heating and cooling. This way, you can earn their trust while also teaching them something, establishing yourself as an authority within the HVAC industry as a whole.
This is where blogging, in particular, comes into play.
Having a blog on your website gives you sharable post options, which is a great way to broaden your market. But it also allows you to share and prove what you know to your consumers.
After all, wouldn’t you want to work with someone who you feel is the most qualified in a specific field?
Yet another reason why your website should play a starring role in your HVAC marketing strategy? Because it improves your overall brand recognition.
Essentially, this means when consumers see your logo, your motto, or even your HVAC repair truck driving around town, they’ll instantly recognize it as yours.
Why does this matter? Because it means that, even if a consumer doesn’t need your services right now, when they do in the future, they’ll know exactly who to call.
Of course, you’ll also widen your target market and shorten your sales cycle in the process.
To ensure that your website is properly promoting your brand, always include your logo on each internal page along with links to your social media profiles. Use consistent typography, colors, and even photo styling throughout your website to reinforce your brand.
The biggest reason of all to have a strong website for your HVAC company? Because consumers expect you to.
Roughly 30% of people say they’d never bother doing business with a company that didn’t have a website. If you don’t have one, that means you’re automatically missing out on 30% of your market.
How much would your business be able to grow if you suddenly increased your consumer base by 30%?
Above all, having a website is about building consumer trust. The same study referenced above found that roughly 46% of consumers say that a company’s website is the number-one factor in deciding whether or not the business is trustworthy.
And if you don’t have consumer trust? You don’t have anything.