Your online presence begins with your website. It is your HVAC storefront— a visual and textual representation of who you are, what you do, and how well you do it. People today look for products and services online, and when it comes to local businesses that depend on clientele within their surrounding area, there is great opportunity. Start by making your HVAC website functional. Business owners make the mistake of adopting a shrug-of-the-shoulders-type attitude towards a website, thinking it is merely something they should have— without understanding the vital utility of it.
Heating and cooling services are constantly being searched—because lord knows we all need to escape the heat in summer and warm our homes in winter — and getting people to find you online is only half the battle. The second half of the battle is getting people to actually navigate your website, find the information they need, feel like they can trust you, and be prompted to call or sign up.
An effective website is a fusion of various components— both creative and technical—from web development, design elements, and well-researched keywords, writing, and content strategies. When implemented correctly, your HVAC strategy should have all these different aspects working together. We’ve narrowed it down to three main categories and here is what you need to remember:
Structure. Content. Beautifully.
#1 Structure & Navigation: The human brain processes information better when it is organized in hierarchies. Organizing information in a clear and effective way will help people better digest it.
Navigation is closely related to structure. The navigation on a website is the menu options that appear throughout your site and lead people to different web pages. Having a well mapped out navigation will set up your content for success, as it will be easier for search engines to find pages, index them, and rank them.
#2 Content : A website is not merely a visual representation. The internet still operates largely on words; it’s how we search for things. A lot of Search Engine Optimization (SEO) depends on the strategic use of text in order to index pages on search engine results. Content on your site should be original, helpful, and target keywords and keyword phrases that customers are searching for. An effective SEO strategy helps people find you and leads to more customers.
#3 Design Elements: Visuals make immediate impressions. How a website looks speaks volumes about your company. What colors are you using? What do they communicate? What images portray your company? Also, does your site look good on a smartphone?
If your HVAC site in 2018 is not mobile responsive, you’re in trouble. Your web design should adapt to whatever size screen is displaying it. At the same time, the use of images and photos is a key representation of your company, your employees, your company values and personality. Stay away from using too many stock or cheesy photos.
Make Your Website Into a Sharpened Weapon
As a small business owner, you understand that the marketplace is unforgiving. It’s a competitive battle and you have to be one step ahead or you will fall behind enemy lines. If you’re running an HVAC business, you know there is heavy competition out there. You also know people are always searching for someone they trust to work their ac or heater. Help them find you. Use your website as a weapon. The marketing tools available today can sharpen that website into a customer conversion machine.
Oh, one more thing. If you need getting your website up to par, don’t wing it. There is too much at stake. Employ expertise and step into the fight with the right weapon. Give us a call. Contact AGI and we’ll make it happen.
Structure. Content. Beautifully.
