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Your Website Could Be Holding You Back: The Best Kept HVAC Website Secrets

Are you struggling to generate leads on your HVAC website? You might want to reevaluate your design and development. In fact, design has a 75% influence on a website's credibility.

Websites that are slow lost $2.6 billion in revenue each year, too. Meanwhile, 90% of consumers won't return to a website after having a bad experience. If your company website is slow, outdated, or just old, you could lose HVAC leads. Instead, consider these eight tips for improving your site. With a strong website, you can improve your entire HVAC marketing strategy. Then, you can draw in fresh leads and boost your business!

Keep reading to discover how to improve your website to increase revenue today.

1. Know Your Audience

First, it's important to make sure your website is created with your target audience in mind. Otherwise, you might struggle to appeal to their needs.

The better you know your target audience, the more likely you can connect with them through your content.

Determine who your customers are based on psychographics and demographics. For example, you can research their:

  • Age
  • Location
  • Gender
  • Household income
  • Marital status
  • Buying behaviors
  • Pain points
  • Interests
  • Language
  • Education

You might want to create location-based content if you're targeting people in different regions. Maybe you want to target homeowners over property managers. Either way, take the time to determine who your customers are.

Then, determine what they search for when looking for companies in the HVAC services industry.

You can use tools like Keyword Planner, Answer the Public, SEMRush, and Google Trends.

Once you determine what your customers search for online, you can create the content they already need. More people will find your website online. Then, you can generate high-quality HVAC leads.

You could save valuable time by focusing on your ideal audience as a result.

2. Speed Things Up

Remember, a slow website could cost you revenue. It could impact the user experience (UX), causing people to leave.

If people leave without exploring your content, your dwell time and clickthrough rate will drop. These metrics are essential to your search engine rankings. A higher ranking will help you reach more customers online.

If your ranking drops because your website is slow, you'll miss a chance to generate HVAC leads.

Instead, run your HVAC website through Google's PageSpeed Insights. If your website is slow, consider:

  • Using better website hosting
  • Compressing Javascript files
  • Eliminating unnecessary third-party scripts
  • Using page caching
  • Enabling browser caching
  • Reducing iframes and embedded content
  • Deleting unwanted Javascript files
  • Optimizing images
  • Preloading custom web fonts
  • Eliminating third-party scripts
  • Using a content delivery system 
  • Creating fixed dimensions for images
  • Minifying Javascript and CSS codes

Page experience directly impacts whether or not customers take action after visiting your website. You want to make sure that they have a delightful experience from the moment they arrive on your site that seamlessly guides them through to the end goal of contacting your business for your services. When you work with an agency like Optic Marketing Group, the team of expert web developers will make sure your website’s page experience is where it needs to be.

3. Use Minimalistic Design

Take a look at the content on your web pages. If each page looks cluttered and jammed with content, it could overwhelm visitors. Instead, consider minimalistic design.

Using minimalistic design trends can clean up your web pages. You can keep visitors focused on core pieces of content. That includes conversion buttons.

First, use white space to give your content room to breathe. Try to avoid unnecessary pieces of content or fluff in your text.

Instead, keep visitors focused on the value you can offer them.

As you make these changes to your website, make sure it's easy for people to navigate between pages, too. Improve your navigation bar. Keep it focused on core pages.

Consider adding a sidebar or footer navigation as well. 

4. Make Sure You're Mobile

Consumers interact with brands twice as often on mobile devices than desktop devices. In fact, mobile conversions are 64% higher, too.

Run your website through Google's Mobile-Friendly Test. If your site isn't optimized, it could impact your entire HVAC marketing strategy. You could scare away mobile users.

In fact, nearly 40% of people stop engaging with a website if it's unappealing. About 70% abandon online carts due to poor design.

Google also uses mobile-first indexing to determine rankings. Work with a design and development agency to optimize your site. Then, you can boost online engagement and increase revenue.

5. Use Invest In SEO

Search engine optimization can help your HVAC website rank higher on search pages. It can also help you:

  • Generate brand awareness and recognition
  • Establish your credibility in the industry
  • Rank you ahead of competitors
  • Position you as a thought leader
  • Build brand trust and loyalty
  • Increase traffic to your website
  • Boost leads, conversions, and sales
  • Improve your ROI

SEO is an important component of any HVAC marketing strategy. You'll need to optimize your content for keywords. Your website design and development can impact your rankings, too.

Work with an agency that understands Google Core Web Vitals. They can improve your technical SEO, improving your rankings. 

6. Add Reviews

Establishing your credibility can help consumers trust your HVAC business.

First, add reviews to your website. Reviews will show prospective clients that people already trust your business.

Add other social signals to your site, including badges. If you're part of a professional organization or have special credentials, let people know. You can build brand trust and generate more HVAC leads. 

7. Consider Conversions

As you make these improvements to your website, make sure it's easy for people to reach you.

For example, you can add an eye-catching button to the top of the navigation bar. Consider positioning the form above the fold. You can also use a chatbot to capture more leads. 

8. Stay Secure

Don't neglect your website's security. Make sure you have an SSL certificate. You should see "HTTPS" before the domain name. Otherwise, talk to your web design and development team to improve your site.

Boost Business: 8 Essential Tips for Improving Your HVAC Website

A few small changes to your HVAC website can have a major impact on your marketing strategy. Keep these eight essentials in mind. Making these changes can help you capture more HVAC leads to increase revenue for the year!

Need help from a full-service HVAC marketing group? We're happy to lend a hand.

Contact Optic Marketing Group for our marketing services today to get started.

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Our Top 10 Tips For Better Local SEO For Your Home Services Business

Our Top 10 Tips For Better Local SEO For Your Home Services Business

Nearly 50% of all Google searches are local. In fact, 76% of people who complete a local search visit a business within five miles of their location. With local search engine optimization (SEO), you can appear in front of those customers.

More local consumers will start finding your HVAC company with ease.

Not sure where to start? Here are the 10 tips from your full-service HVAC marketing agency. With these tips, you can boost your local SEO ranking. As you start appearing in front of more customers, you can generate more traffic and leads.

Then, you can set your HVAC business up for success while getting ahead of the competition.

Discover how to boost your local SEO ranking with these 10 easy tips today!

1. Update Your GMB Listing

The Google My Business site doubled in organic traffic over the span of a year. In fact, 60% of smartphone users contact a business directly by using the "click to call" option. Nearly 50% of consumers use Google to get recommendations when shopping.

The first step to improving your local SEO ranking is to update your Google My Business (GMB) listing. Your GMB listing is similar to a Yellow Pages listing. It appears in the top right corner of a search page on Google.

This listing can help consumers find your:

  • Name
  • Address
  • Website
  • Phone number
  • Customer reviews
  • Directions
  • Hours

Work with your full-service HVAC marketing agency to ensure your listing remains accurate and up-to-date. Otherwise, consumers will struggle to reach your business. They could call the wrong number or read reviews for a different brand.

Once you update the basic information, optimize your listing a little further.

For example, you can add product and services pages. Let consumers know the help your HVAC business has to offer. You can even use your GMB listing to post updates, keeping your customers informed about any changes.

Update your listing with categories and subcategories, too. Then, consumers will have an easier time finding you online.

As your online visibility improves, you can attract more people to your business. Then, you can generate more conversions and book more service appointments.

2. Optimize Other Directories

About 97% of search engine users search online to find a local business. Consider how consumers find your business online. Your GMB listing is only one option.

You can also update your listings on other directories to improve your home services marketing strategy. For example, check your listing on:

  • HotFrog
  • About Us
  • Best of the Web
  • FourSquare
  • Yelp
  • Bing Places
  • Angie's List

If your phone number, website, or address ever changes, update your listings right away. Any discrepancies could hurt your local SEO ranking. Make sure the listing is identical on every directory.

3. Add Location Pages

Remember, consumers are already online, searching for local businesses. Make it easier for them to find you by adding location pages to your website.

If your HVAC business has multiple storefronts, create a page for each one.

If you service different areas, create multiple landing pages for each area, too. Then, use location-specific keywords on each page. Consumers in those areas will have an easier time finding you online.

4. Create Location-Based Content

In addition to location-based landing pages, you can also create location-based blog posts to reach local customers.

First, gather keyword research to determine what phrases customers search to find your HVAC business. For example, they might search "HVAC technician in New York City." Maybe they search specific questions, like, "Why does my HVAC unit keep rattling?"

Then, create content based on the keywords you gather. Questions are usually longtail (they include four or more words). These keywords are more specific.

Then, create different forms of content, including blog posts, polls, quizzes, and videos.

As you start generating traffic, review your data to determine which posts help you gather leads.

5. Use a Schema Geographic Markup

Work with your full-service HVAC marketing agency to make changes to your website. For example, you can talk to them about schema. Adding schema markup to your site will make it easier for Google to crawl and index your content.

Google will have an easier time understanding your:

  • Phone number
  • Address
  • Dates of any events
  • Other info

Make sure to follow Google's specific guidelines. Your HVAC marketing agency will ensure you avoid any mistakes.

6. Improve Your Link-Building

For a strong local SEO strategy, you need to consider your link-building. You can guest blog to generate backlinks, which send readers to your site.

Don't forget internal linking, too. Internal links send readers to pages across your website. Your clickthrough rates and dwell times can improve, boosting your ranking.

7. Ask for Reviews

Customer reviews can boost your local SEO ranking as well.

Talk to your HVAC marketing agency about gathering customer reviews. For example, you can use marketing automation tools to request reviews from your customers. Then, you can feed the reviews to a page on your website.

Google will notice people are talking about your business.

8. Remain Social

You can also use social media to generate traffic to your website. People can even share your posts, expanding your online reach. These tactics could benefit your local SEO ranking.

Share your location-based content on social media to generate traffic.

Consider Facebook Ads for HVAC marketing, too. You can boost brand awareness and keep generating referral traffic.

9. Stay Mobile

As you use these tips, make sure your website is mobile-optimized as well. Otherwise, on-the-go consumers will struggle with your site. You could miss a chance to generate conversions.

Google uses mobile-first indexing, too. It will look at the mobile version of your site first.

If you're not mobile-optimized, talk to your HVAC marketing agency.

10. Keep Up With Trends

Keep your keyword research up to date. Make sure to keep creating content based on your target audience's current questions and needs.

Otherwise, keep up with the latest SEO trends. Your HVAC marketing agency can ensure you never fall behind. Using the latest white hat SEO tactics can benefit your ranking.

Boost Your Business: 10 Local SEO Tips From Your Full-Service HVAC Marketing Agency

Don't let your local SEO ranking drop! Instead, use these tips and work with your full-service HVAC marketing agency. With their help, you can find new ways to rank higher for local searches.

Then, you can attract more people to your HVAC business. Start generating more leads with your local SEO strategy today.

Ready to boost your business? We're here to help.

Contact Optic Marketing Group today to get started.