For people looking online for HVAC installation, preventative maintenance, replacement or repair by a local Heating, Ventilation and Air Conditioning (HVAC) contractor, the Google Search Engine Results Pages (SERPs) will typically show various elements on a search engine results page (SERP).
Contractors looking for HVAC marketing leads for new or returning customers will want to be found in here:
- Paid advertisements at the top of the page
- Google Maps of local heating and cooling companies based on your search criteria or location
- Top HVAC company listings, including reviews, hours of operation and contact information
- Organic results listings in the main body of the search results pages
Depending on what you are searching for, and how you phrase your search, Google may also show you one or more of the elements below.
- Featured Snippets and Answer Boxes
- Products and Shopping Results
- News Items
- Videos and Images
These special SERP features, by virtue of their prominent position and appearance, elevate your online presence, enhance your click through rate, and improve your digital marketing and lead generation campaign.
HVAC companies wanting to improve where they appear on the results page, and increase the number of visits to their website, can utilize various search engine optimization (SEO) strategies to generate more business leads.
How to Generate HVAC Leads with Internet Marketing & SEO
An HVAC website is the foundation of your online lead generation program. It is the hub of your online presence where you have the freedom to control your image, describe your product or service, and personalize your messaging and calls to action. SEO is the process of optimizing a website – as well as all the content on that website – so it will appear in prominent positions in the organic results of search engines.
Google My Business Page
Get a free business listing on Google My Business (GMB) to start building visibility in Google Maps and Google Search in your local community. Complete all the information that Google asks for, and ask customers or clients for online reviews that can help your business stand out among the search results. Star ratings show up in the local listings as well as the organic search results. Make sure that your business name, address and phone number are cited consistently in all your local directory listings for maximum local SEO results.
Google Ads (Google AdWords)
94% of consumers research products and services online before buying, and three out of five people use search engines as a go-to shopping resource. There is no longer any doubt that buyers go online to research and purchase products and services. Companies that have websites and market online can reap the rewards of connecting with these shoppers. How to Make Pay Per Click Advertising Work for Your Business.
Publish informative, non-promotional articles on a regular basis to your website or blog, making sure that your message adds value to your potential customers. Consider creating longer-form content such as how-to guides, preventative maintenance program tips, maintenance planning steps, and reactive maintenance recommendations. Repurpose your content in different formats and channels, and diversify your content marketing strategy with non-text media such as videos, webinars and slideshows.
Outbound or direct marketing is the strategy of pushing your message onto your audience using techniques like telemarketing, cold calling, trade shows, direct mail, email blasts, print and broadcast media ads. These methods have become less effective in today’s world, as technology allows us to block advertising messages and people are doing more of their own research and listening to recommendations on social media to figure out which products and services they want to buy. Inbound Marketing focuses on getting found by prospects when they are searching for your services, and relies upon sound SEO practices to achieve positive results.
How HVAC Contractors Can Stand Out in the Local Pack
In your directory listings, it is important that you find the right local search categories for your business. Google My Business currently uses “HVAC Contractor,” whereas other search engines or directories may list your business under “Heating and Ventilating Contractors” or “Plumbing, Heating and Air Conditioning.” Most heating and air conditioning contractors provide both installation services and maintenance and repair services. Many offer twice-yearly preventative maintenance service contracts to inspect and service HVAC systems before they break. Listing special offers can help your business stand out from the pack and generate leads.
HVAC systems are one of the most important aspects of home maintenance, and customers look for and appreciate guarantees on labor and parts. Companies that stand behind their work reap the benefits of increased customer satisfaction and retention.
Share your company’s story and let customers know who you are: How long have you been in business? Are you family owned? Are you locally owned and operated? Adding photos of your business is a great way to humanize your brand and let your customers get a “behind-the-scenes” look at what your company is all about.
Do your employees hold verified trade licenses and certifications, and does your company carry verified general liability insurance? NATE-certified technicians have proven their knowledge in the HVACR industry by passing specialized NATE certification tests. Let your customers know about your company policies about background checks, uniforms and marked vehicles as well.
Customer Satisfaction Results
Attention to customer service, attention to detail, troubleshooting and diagnosing problems, time management, and proficiency in dismantling and reassembling mechanical systems are factors that lead to good customer satisfaction results. Display your customer satisfaction results, along with Google star ratings, and customer satisfaction awards and distinctions to build trust and help generate new leads.