Human civilization has been developing ways to make living more comfortable. One of the most important innovations is the creation of temperature control techniques in homes, thus the heating, ventilation, and air conditioning (HVAC) industry is born. Today, all homes have some kind of system or appliance that can help regulate the temperature in the place.
Because of this, anyone working in this sector definitely knows that HVAC services are constantly in demand. This is considering that these necessities and comforts require regular maintenance to ensure that they work consistently, efficiently, and properly. This in on top of installing systems and units in new homes, as well as replacing old ones.
While the demand for these services is always present, it is important to note that there are a lot of providers who can provide excellent services, including your business. In the United States, the estimated number of HVAC businesses is 106,724 with industry employment of 505,385. The market size of HVAC in the US is $84 billion, and no operator can account for over 5% of this share.
With such fierce competition, one of the most important things that could make a difference in your marketing strategy. Today, most businesses use a combination of traditional and digital marketing techniques.
You may be using radio, television, billboard, and print advertisements. These are proven to be effective to some extent. However, you want to utilize every available resource, and digital platforms are one of the most accessible means nowadays. In fact, you probably have one right under your nose: your website. As an HVAC business owner looking to digitizing, your website may just be your most powerful weapon.
Why Improve Your Website?
One of the most basic steps in establishing a business is to create a website to provide a virtual place where potential customers can check out your offerings. However, your site does more than acting as a digital substitute for your physical service center or shop. It also offers a digital marketing platform that allows you to boost your revenues through increased sales.
Think about how your website is being utilized right now. You probably have a homepage, services landing page, and an about us page. This may be enough to show just what kind of services you offer while providing a brief view of what your company is about.
However, you want to maximize the potential of this platform by incorporating branding elements into your design and publishing better content. This is because your site not only serves as a virtual location for your business, but it can also be the most complete version of your online presence.
Important Website Elements to Reconsider
When improving your website, there are elements you should focus on in order to maximize its use. Here are some of the most important elements that can help you make the most out of the marketing tool that is your website.
The color, images and typestyle used when designing your HVAC website may seem more for aesthetic purposes at surface level. However, keep in mind that your choice of pictures, hues and typefaces can and will be associated with your company. This kind of association can make or break the success of your business, especially as the visuals of your site contributes to your branding.
Take a look at the most common color palettes used by HVAC businesses. Usually, you will find that many companies use reds and blues to represent the heating and cooling aspects of HVAC. So, these are safe colors to use for your own company. However, you are risking blending in with your competitors, which can be disadvantageous to your business.
The popularity of reds and blues in the sector opens up an opportunity for you to be different. Just remember that colors have meaning and a well-thought-out color scheme can make your brand stand out. For example, greens can indicate eco-friendliness and purple can represent premium services. Combined with the right images and typestyle, you will be able to communicate the message and idea you want to convey.
Layout and Accessibility
Another key element you should focus on is the layout. You want to make sure that your website is easy to navigate, readable and overall accessible. After all, a site that looks cluttered, disorganized, and confusing tends to turn potential customers away. So, make sure to collaborate with your web developer to make sure that clients can easily access your site’s content.
Speaking of content, you might want to expand the type of content on your website. As mentioned, you may have a few pages detailing your overall service, particular services and the company’s information, combined with related images. With the right techniques, this can attract a few prospective clients.
However, you should consider adding more kinds of content such as blog posts, unique photos and videos. Keep in mind that nowadays, internet users are not only interested in the services you offer but also the values of your company. Many of them also want to know more about the service, their HVAC systems or appliances, and other aspects of the industry.
You can easily provide this by providing high-quality content. Such improved content can attract more visitors, which can turn to leads, and finally to sales, with the help of search engine optimization.
The Role of HVAC SEO in Maximizing Your Website
So, what is SEO? The easiest way to explain this digital marketing technique is the use of your website and its contents to increase its likelihood of appearing in search engine queries. The main goal of this practice is to have your site rank high in search engine results pages (SERPs), which greatly increased the chances of users visiting your website.
Different SEO techniques can help you achieve this goal. However, you will find that content is the most important aspects of such campaigns. In fact, you will find that in SEO experts always emphasize that content is king. So, you want to take content generation and publishing seriously. Take a look at some of the things you should do:
Improve Your Content
Because content is king, the first thing you must do is to improve your content. This means that you should go beyond the usual topics about HVAC. Sure, talking about the history of the industry, the various services offered in this sector and other common topics can rake in visits. However, you should be creative when choosing topics that will be informative and relevant.
One thing to remember, though, is that you still need to cater to your potential clients. This is why you should research topics and queries that are often searched by your target market, while still furnishing your copies with a unique and creative spin.
Now, you should keep in mind that the quality of your content does not only depend on the types of topics you tackle. There is also a technical aspect to it, including meta-tags, file names, and page titles. Naming your pages and files (pictures and videos) with the keyword you are using will improve the density of keywords, thus making it more optimized for search engines.
Use the Right KWs
Keywords play an important role in your SEO strategy. When a user searches the web for HVAC services, search engines such as Google uses algorithms that will crawl the web for related websites and pages. Pages containing the words of phrases used by the searcher will turn up in search results.
You can definitely pick a keyword or phrase out of your head, especially as you work in the HVAC business and you know the things people ask about. However, keyword research is a vital part of the process. This lets you know what internet users are searching about.
There are lots of free and paid websites that can let you know what words and phrases potential clients are using to look for HVAC services and providers. Usually, you just need to key in a potential query and these sites will show you related searches, their search volumes and even cost per click. This will help you determine which KWs are worth incorporating into your content.
Just make sure to use the right number of KWs in the right places of the copy. Remember that overusing them can make your work appear spammy and low-quality.
While Google’s crawlers will look for related words and phrases in your site and pages, your domain authority will play an important role in improving your ranking. A high domain authority indicates that your site is an established expert in the field, in this case, HVAC. You can improve your DA through link-building or the practice of building a network of links from other websites to yours.
HVAC The Bottom Line
The HVAC industry remains highly competitive today and in the future. To make your business stand out, an effective marketing strategy using your website and SEO is your best bet. Now that you know that creating a good campaign is the first big step to take, you should be planning your digital marketing activities, or you can work with specialists for better results.