9 HVAC Web Design Essentials

Hey, HVAC pros, I have a question for you: Why do you have a website? That may seem like a ridiculous question, but I’m genuinely curious to know what answer ran through your brain just now. I’m guessing it was something along the lines of, “Ummm… because I can’t not have one.”

That’s certainly true, but do you know why ? I mean, what’s the actual purpose of your website?

It’s not a trick question, but most service companies have a tough time articulating why they bother with a website. Well, here’s the answer: The purpose of your HVAC website is to convert leads into customers. The problem is, most HVAC shops don’t have a website properly designed around that goal.

Which brings me to my next question: Is yours? Is your website helping to grow your business like it should be? When I ask that question of HVAC contractors around the country, I get blank stares and answers like, “I mean, I guess so.” That’s no good.

The reality is 97% of people research home service contractors online, which makes your website a significant asset in your marketing strategy. So, let’s leverage your website to bring you more business . Here are nine HVAC web design essentials to do just that:

#1 Optimize your HVAC website for search. Before you can convert leads from your website, you have to get them there to begin with. No one is typing your exact URL directly into their browser window—even if it’s really clever and even if it’s plastered on billboards all around your city. What they are typing is, “[your city] air conditioning repair” or “HVAC companies in [your town].” You want Google to easily match that kind of inquiry with your website. That’s what HVAC search engine optimization (SEO) is all about.

#2 Use customer-centric messaging. Your HVAC website copy should show the customer you “get” them. Customers tend to make emotional decisions, so your messaging should express empathy for them and what they’re experiencing—even more than it should talk about you and your expertise at fixing their problem.

#3 Provide clear and accessible calls to action (CTAs). Include your phone number on the top right corner of your website, and make it clickable/tappable so people don’t have to click away from your site to take action. In addition, include a “schedule a service call” form on every page.

#4 Offer a live chat feature. These days, people have come to expect on-demand customer service. If you really want to convert your HVAC leads into customers, you’ll need to be immediately accessible when someone has a question. That doesn’t mean you or someone on your team has to sit in front of their computer all day, though. Artificial Intelligence (AI) options like chatbots are redefining customer care.

#5 Offer social proof. Your leads don’t care what you say about you; they care what other people say about you. So place reviews and testimonials in prominent positions on your site. Nine of 10 people trust online reviews as much as personal recommendations, and personal recommendations convert at a 1:1 ratio. This is a big deal. If you don’t have reviews, start asking for them right away.

#6 Make sure your HVAC website is mobile-responsive. More than half of all internet traffic occurs on mobile devices, and that number is expected to grow. It does no good to have great images and well-placed CTAs if they only work on a desktop computer.

#7 Increase your website’s speed. If your HVAC website takes longer than two seconds to load, your leads will go elsewhere.

#8 List your services. Don’t make people guess if you can fix their problem. Actually list your services. Incidentally, that’ll help search engines bring you leads, as well.

#9 Avoid stock photos. Your prospective HVAC customers are looking for an authentic, trustworthy company to solve their problem. Cheesy stock photos could have them running for their browser’s back button. It’s worth paying someone to take good photos and video of you, your technicians, and your service trucks in action. (And yes, pay a professional to help with this. Customers appreciate authenticity, but they also care about professionalism. Asking your neighbor’s cousin’s teenage son to help with something like this is never a good idea. Ever.)

Remember, your HVAC website’s primary purpose is to convert leads into paying customers. Fortunately, leveraging your site to grow your business is more science than art, and we’re really good at it. Contact us today to get started.