4. Does Google, or Your Customers, Know Where You Are Located?
Okay, so we just talked about SEO in regards to your website, but now we are going to switch to another branch of SEO – Local SEO.
So when someone goes to Google and types in search terms like;
- HVAC contractor in [City Name]
- HVAC company near me
- [City] HVAC services
They are conducting a “local search.”
When you utilize Local SEO, you are engaging in the practice of building signals, like trust, relevance, and proximity, so that Google knows that your business is relevant to a specific location.
If done correctly, you increase the chances of your HVAC company showing up in the “map” or “local” section on a Google search results page.
Snagging one of these three highly coveted spots gives you a 100% chance of increasing your HVAC leads.
What can you do to optimize your HVAC company for local search?
We’ll show ya!
Create, Claim, & Optimize a Google My Business Listing
Having a GMB listing allows you to display your address, hours of operation, website link, and other important information to online searchers.
Create, Claim, & Optimize Online Directory Listings
There are literally hundreds of online local directories you can list your HVAC company on. Yelp, Yellowpages, Apple Maps, Angie’s List, Thumbtack, Home Advisor, Porch, Houzz, and BBB are just a tiny fraction of directories your HVAC company should be on.
Optimize Your Website
Make sure your website has relevant terms and phrases that are most commonly searched for so you stand a better chance of showing up in the search results.
For example, “HVAC contractor” “heating and cooling company” “air conditioner repair” and so on.
You can also link to your Google Map on your contact page or in the footer of your website.
For those HVAC companies who have customers come to their shop, include driving directions to your location.
Make sure you and your employees are encouraging customers to leave a review of your heating and cooling company on your GMB listing.
The more positive reviews you have, the more likely potential customers will choose you over your competitors who have less or poor reviews.
So there you have it – Local SEO!
Pretty neat, right?!
We think so.
We encourage you to get started on these marketing ideas sooner rather than later.
If you need some help or would like to pass the burden to someone else, give our team a shout!
With our FREE 30 minutes strategy session, we can help you get your heating and cooling company in front of more potential customers!
5. You Better Be Tracking Those Leads
Let us ask you a question…
As the owner of your HVAC company, how do you know how much money you make each year?
You track it with some program or another, right?
Well the same concept applies to your marketing.
The purpose of lead tracking is to see which marketing efforts are successful and which ones are not doing you any favors.
Your HVAC leads many come from various sources, so it’s important to track each one.
Tracking ALL marketing efforts will help you make informed decisions moving forward with your HVAC company marketing.
Let’s talk about the different types of lead tracking.
Fun fact for ya…
65% of Fortune 500 Companies say phone calls are their highest quality lead source.
By tracking the calls to your HVAC company, you can understand how customers reach you, whether they’re calling from your website, radio commercial, or print ads. Then, you can see on a recurring basis, which marketing methods bring in the most calls.
In order to be the most effective, each of your marketing campaigns needs to have a unique tracking number that forwards to your main business line.
You can even set up a Whisper Message that will tell you where the call is coming from when you first pick up the phone.
For example, you might hear something like “Call from website.”
Isn’t that awesome!?
We encourage you to have at least one form on your website. Some consumers prefer to submit a form over talking on the phone.
It also allows potential HVAC leads to submit their info or ask a question outside of your business hours.
By tracking form submissions, you can get a more detailed look into the actions of website visitors.
You can track things like:
- How they got to your website
- What pages they visited before filling out the form
- How long it took them to fill the form out
- Field Drop-Off Percentages (which fields have the highest percentage of people not filling it out and subsequently not submitting the form)
- Field Completion Time (how long it takes someone to fill out each field)
With this data, you can optimize your forms to have the highest completion rate and submission rate. And all this will help you get more leads for your HVAC company.
How do you know how your website is performing if you don’t track its progress?
We recommend that you connect your website to Google Analytics and Google Search Console.
The different kinds of data you receive with these two tools is ASTOUNDING.
You will get data on:
- Amount of website traffic
- Number of new visitors
- Pages with the most visits
- Location where your traffic is coming from
- Number of times your site appears in the search results
And the list just keeps on going!
With this data, you will be able to make informed decisions regarding your website and online marketing efforts.
So it’s clear to see (or we hope it is) that lead tracking is pretty important.
Without proper lead tracking, we would have never been able to quantify these results for our HVAC client: