Author Archives: HVAC Webmasters

Why Choose HVAC Webmasters? | The HVAC Marketing Plan Podcast

Why do hundreds of contractors partner with the Webmasters’ digital marketing team? Because we deliver results! In our latest podcast, Jason and Nolen take some time to describe the HVAC marketing industry and explain why our services continue to produce better rankings, better traffic, and better leads for businesses across the US. We’ll also explain why so many HVAC companies have a terrible experience with other digital marketing services.

If you’ve struggled to find a performance-driven (and honest) marketing team in the past, be sure to listen in!

Key Points to Listen For

  • Most companies start HVAC SEO at a disadvantage.
  • Businesses optimize for a fraction of the keywords they could.
  • Local map rankings depend on a variety of optimizing facets.

Why the Webmasters?

It’s a question we hear all the time. Digital marketing represent a significant investment for businesses. On top of that, so many companies have been completely and utterly let down by marketers in the past. Put simply, there’s bad blood between contractors and digital marketing agencies.

Then again, HVAC contractors continue to come back to SEO professionals for the same reason that heartbroken singles soldier on in the search for love. Online marketing is a necessity that very, very few contractors can afford to go without. If you’re going to target consumers online, you need professional talent on your side.

The Difference With Our Team

We don’t like the marketing bull either. It’s why Nolen and John founded the Webmasters in the first place, and why we continue to let contractors test our results on a monthly basis. Accountability motivates us to produce consistent results, recognize areas for improvement, then deliver even better results!

Of course, contractors don’t come to us because we try harder. We actually produce outstanding leads for our clients. Heating and cooling professionals under the Webmasters consistently rank higher, earn more traffic, and generate more clients than the vast majority of their local competitors.

Our seasoned HVAC SEO professionals carefully research the search industry to keep up to date with the latest opportunities. That’s why we developed Righteous Reviews, which we’ll talk about later. We keep our clients ahead of the rest in their local search, and that makes all the difference.

Facets of HVAC Marketing in a Chart
Some HVAC Marketing Pros Try to Exploit the Search Industry Knowledge Gap.

Overcoming Industry Norms

Custom schema-coding, extensive keyword-optimization, and fantastic design, all wrapped up in a beautiful website. Over 200 unique points of search engine optimization work together to produce fantastic ranking improvements for each of our clients. Yes, we’re proud!

Unfortunately, these results aren’t the industry norm when it comes to digital marketing companies.

We’ve talked to hundreds, even thousands of contractors from across the United States. The vast majority of them have scars (and grudges) from their previous online marketing services. But why do so many businesses report having terrible experiences?

Perhaps the answer lies in the industry’s abysmally low standards for accountability. The average business owner doesn’t possess tremendous man hours and research history of digital marketing professionals. This makes it easy for marketers to spin wild claims about Google, local search, Facebook, and other crucial staples of the web. This gap in knowledge allows some utterly ridiculous lies to take hold:

  • “SEO takes a whole year to work!”
  • “All you need to rank well is ___.”
  • “Any website design will do.”
  • “If a site looks good, it performs well!”
  • “You can only rank for a handful of keywords.”
  • “Oh, those website updates are really hard to make.”

You’ve probably listened to this nonsense many times over the years. The worst part is that these liners get repeated so often, they’ve become accepted “rules” among contractors. At HVAC Webmasters, we’re simply baffled by some of the ideas that other digital marketing companies have circulated.

An HVAC Marketing Company's Analytics Results
Your HVAC Marketing Company Should Provide Ways to Track Their Performance.

How to Protect Your Business

Most SEO strategies shouldn’t cost your business tens of thousands of dollars a month. On the other hand, any professional promising a fully-optimized and functioning website for only $300 is almost certainly overselling their product’s capabilities! While HVAC marketing represents a significant investment for your business, it pays off (when performed by a trusted company).

So how do you tell the winners from the losers when it comes to HVAC SEO?

  • Pay attention to their timeline.
  • See how many keywords they utilize in optimization.
  • Talk with random clients about their experience.
  • Ask about their change process. What if your site is underperforming?
  • Inquire about monitoring capabilities. How do you watch results?

The best HVAC marketing companies invite you to hold them accountable, and provide you with the means to track your site, campaign, advertising, etc. progress. If a business promises results many months in the future and tries to lock you into an annual contract, run for it! Any vendor that promises overnight improvements to your website performance (for an upfront fee) probably isn’t worth the investment either.

Quality HVAC SEO professionals work hard to earn your business, but also let their reviews speak for them. They take an invested interest in ensuring your company’s success, and optimize your site content for dozens (if not hundreds) of keywords. Finally, HVAC marketing pros should provide ongoing updates. SEO is an ever-changing industry after all!

A New Standard of Performance

Our team is slowly, but surely challenging this industry standard by educating heating and cooling businesses on the real facts of HVAC SEO. If your company has been ripped off by an over-promising marketing professional in the past, we know how you feel. That’s why we encourage contractors to test us out and see the sort of results we provide!

No silly claims or industry jargon. Just readers, clicks, and calls. Want to find out why so many of our clients rank on the front pages in local search? Call us at (800) 353-3409 for a free consultation.

Helpful Materials From HVAC Webmasters

Related Articles and Podcasts
The Untold Dangers of Website Templates (Article)
Why Regular Web Effort is Important (Podcast)
Why We Can’t Use Your Old Website (Podcast)

Related Services From the HVAC Webmasters
Organic SEO Solutions
Google My Business Listings
Local Map Ranking

Posted: | Updated: Aug 20, 2019 | Categories: Podcast

Why We Can’t Use Your Old Website | The HVAC Marketing Plan Podcast

One of the hardest lessons in life is learning when to let go. For many HVAC contractors, dropping an unproductive website proves more than they can bear, even if that site is harming their bottom line. In our latest podcast, Nolen and Jason discuss why starting from scratch is usually the best approach for getting your HVAC SEO and online marketing back on track.

If your business has struggled to earn leads through your current website design, be sure to listen in closely!

Key Points to Listen For

  • Visuals do not drive website performance.
  • Patchwork efforts from multiple vendors waste time and money.
  • Quality website design utilizes coding, content, and visuals.

Ditching the Old Website Design

Imagine the prettiest, high-dollar air conditioning unit money can buy. Your customers call asking about the installation process and how soon they can buy their own system. Orders pile in and these exciting projects start filling up the calendar. Weeks into installing these brand new (and expensive) appliances, you receive startling news: they don’t actually work. Thanks to a previously unknown design flaw, the blower motors can’t summon enough power to drive air all the way through the duct lines.

Ideally, this situation would never happen in real life. After all, contractors take time to make sure their inventory performs as designed. But what if you heard of a contractor that knew of the part flaw and still continued selling the system without warning customers? You’d probably be pretty angry, and rightly so.

Digital marketers have been selling flawed website design for years.

This is primarily done through the use of template websites. We previously talked about the untold dangers of website template designs, which offer impressive visuals but lack the power of HVAC SEO. The type of templates that most heating and cooling professionals invest in (especially the bargain variety) simply don’t produce the level of traffic that businesses need for sustained growth.

Escaping from Stagnant Online Performance

As our team at the HVAC Webmasters has found over the years, the vast majority of online-active HVAC contractors have yet to grasp this truth. In fact, when shown concrete analytical data that their websites are underperforming, some companies cling all the more fiercely to their old website designs. As a result, they continue to earn a fraction of the leads that they could be earning if they switched to a more optimized site.

What’s keeping these professionals from letting go?

Below, we’re going to tackle some difficult facts about website design and why templates don’t provide the results HVAC companies need. If any of these points hit home, it might be time to dig into your Google Analytics and see if your website is due for a change!

Nice Visuals for a HVAC Site's Website Design
Visuals Improve the User Experience, But They Don’t Create Traffic.

Fact #1: Your Visuals Don’t Drive Performance.

All the professional graphic design and eye-catching templates do almost nothing to drive your HVAC SEO performance. While they certainly add to the user experience (UX), visuals don’t actually draw people to your website. To put this in perspective, let’s consult the typical process of how someone finds your website.

Google Search Process (The Basics)

  • Step #1: A user enters a phrase and begins a search.
  • Step #2: Google examines keywords in the phrase.
  • Step #3: The search engine recalls related pages from its vast index.
  • Step #4: Google arranges entries by order of relevance in a SERP.
  • Step #5: The user browses the list and chooses a listing.
  • Step #6: The user arrives on the/your website.

The rest is history. Either the user likes what they see and investigates the site further, or they “bounce” and start examining other sites. Your graphic design and other site visuals are essential during this phase, but most people don’t make it that far. No matter how gorgeous the design template a site may have, Google Search users will never even see it if the website fails to draw traffic in the first place.

Schema Coding in a Custom Website Design
This is Simple Text Coding, But it Provides Helpful Information for Google.

Fact #2: It’s All Tied Together.

“Okay,” you might think. “I’ll just add in all the elements that I need to draw people to my site. How hard can that be?

HVAC SEO (search engine optimization) involves many facets of website design. One crucial portion of the optimization process comes from keywords and their integration into the content throughout the site. Obviously, that plays a huge role in how Google categorizes your services and ranks them for search.

Then there’s coding. Perhaps the most under-acknowledged driver behind local search performance, schema coding tells Google how to interpret the content inside your website. Most site templates are designed by graphic designers, people who went to art school but probably have very little experience with coding a website.

There are many other elements of site optimization, such as navigation, page structure, image attributes, and more. These are tied in directly to the design of the template, and can’t easily be changes (effectively). The end result is an attractive but underperforming site that doesn’t drive traffic.

Content and Reviews Management Parts of a Custom Website Design
Content and Geotagged Reviews Seamlessly Integrated in a Custom Design.

Fact #3: It’s (Usually) Cheaper to Start Fresh.

Let’s say you’ve purchased an attractive template that seems to represent your HVAC company well. We’ll even say that your design company input your logo and slightly altered the template theme so that coloring matches. That’s pretty typical for a cheaper service.

You paid a couple thousand for the site, but it’s underforming. What are the options?

  • Option #1: Let the site stay as is.
  • Option #2: Patch in missing SEO elements.
  • Option #3: Choose a website redesign.

Option #1: Let it Stay

If you’re not satisfied with the performance of your website as it is now, there’s very little chance of significant change happening on its own. Keep in mind, even the most highly-optimized websites take a few months to start getting results when they first launch. However, older websites won’t spontaneously jump from page 10 to page 1. There has to be a dramatic change in the site’s optimization, which is hard to achieve with a template.

End Result: You have to rely on other forms of marketing to compensate, so you’re still spending extra money.

Option #2: Tack on Additional SEO Elements

Enhancing a given website template may take more time, money, and effort than you’d like. For one, site updates often require input from multiple, specialized marketing vendors. One adds a reviews tool; another rewrites the content. Even if all these facets find their way into the site, you’ll need to ensure they actually work together (and not against each other).

End Result: Multiple site projects and vendors makes managing the site extremely frustrating. There may be performance improvements in local search though.

Option #3: Ditch the Template

Sometimes starting fresh offers the cheaper path of least resistance. Even if it takes thousands of dollars for a trusted company to design your new custom site, the resulting traffic influx will more than compensate. Plus, you won’t have to worry about spending addition funds for patches, redesigns, or getting multiple vendors to fix random bugs.

End Result: Your company earns lasting traffic improvements to your site, and you can start ranking up in local search. No major update costs are needed!

An Analytical Snapshot Showing the Effectiveness of a Custom Website Design
What if Your Site Could Earn Thousands of Pageviews in a Few Months?

Team Up With HVAC Webmasters!

You can probably tell which website design option we prefer at HVAC Webmasters! Our team produces custom-coded, highly-optimized websites for companies all across the country. Clients earn enormously better traffic volume, deeper customer interaction, and stronger lead generation in their local service area. If your business has struggled with gaining ground in online search, we’d love to team up with you to change that!

Call the HVAC Webmasters at (800) 353-3409 and schedule a free consultation with one of our SEO professionals.

Related Content From the Webmasters

Related Podcasts and Articles
Does Your HVAC Website Convert? (Podcast)
The Untold Dangers of Website Templates (Article)
Can They Optimize Your Site? (Podcast)

Related HVAC Webmasters Services
Custom Website Design
HVAC Graphic Design
Content Writing

Posted: | Updated: Aug 15, 2019 | Categories: Podcast

Why Regular Work on Your Web Effort is Important | The HVAC Marketing Plan Podcast

When it comes to creating a functional HVAC SEO plan, many heating and cooling professionals settle for piecemeal strategies. Today, Nolen and Jason discuss why SEO is so often an all-or-nothing venture. Cohesive effort makes for lasting results. If your HVAC business struggles with creating traffic online or converting clicks into leads, be sure to listen closely!

Key Points to Listen For:

  • SEO for HVAC requires consistent updates and fresh content.
  • HVAC SEO is a wholistic effort. Piecemeal plans fall flat.
  • Geotagged Reviews and Check-ins create fantastic growth potential.
  • SEO Solutions only work when they get used consistently.

Lining Up Your HVAC SEO Ducks

True or false: website content lasts forever. While old adages may suggest that whatever content you post online lasts forever, don’t listen to them. Your content may last as long as your domain does, but it could lose its potency long before then. In reality, websites need to to faithfully make SEO updates if they wish to keep ranking on the front page of Google Search results.

  • “That’s okay. We post to our company blog every month. We’re fine!”
  • “But My HVAC company earns reviews for every job we complete.”
  • “When our site was created, we used a lot of hot keywords.”
  • “Our social media presence will keep us going indefinitely.”
  • “We’re enjoying fantastic success. We don’t need to make updates!”

At the HVAC Webmasters, we’ve heard all of these responses (and more). It comes from the mindset that one single element of SEO can carry the rest without any extra effort. Unfortunately, not even the most sophisticated blog, reviews platform, keyword strategy, or social media campaign can create lasting HVAC SEO success by itself. It takes a little bit of everything to preserve your rankings, especially for those ranking #1 in Google Search!

A Local Map Pack Shows the Value of Regular SEO Updates
Why Lose Premium Listings By Failing to Complete Regular SEO Updates?

Your Key HVAC SEO Ingredients

The big list of SEO to-do’s is one we recite pretty often at HVAC Webmasters. If you’ve listened to our podcasts before, you’ll know that we’re very found of reviewing the basics of search engine optimization. What does it take for a heating and cooling professional to be successful online?

  • Custom Website Development
  • Fresh Coding
  • Keyword-rich Pages
  • Blogging
  • Reviews (from a variety of sources)
  • Google My Business Listings
  • Citations
  • Social Media Presence

Remember, all of these activities contribute towards your overall online marketing success. There’s a natural order to these, which we’ll touch on later. The key is to create a cohesive plan for all these elements to work in harmony. That’s why HVAC contractors who rely on multiple vendors for their SEO updates so often experience muddied results.

SEO Updates in the Form of a Blog Post
Customer Questions Make for Great Blogging Topics!

HVAC SEO – A Winning Strategy

So how can you put together a functional SEO strategy and make it easier for your business to consistently rank for those hot keywords? As we mentioned earlier, there’s a natural order for optimization.

How to Order Your SEO Elements

  1. 1. Complete a Google My Business listing.
  2. 2. Develop a custom website (with coding and keyword-rich content).
  3. 3. Get listed on multiple citation sources: BBB, Angie’s List, etc.
  4. 4. Start asking for reviews after jobs.
  5. 5. Blog at least once a month.
  6. 6. Cultivate your social media presence.

There are many activities you can use to showcase your brand and earn new business, but these are the most essential.

How to Keep SEO Updates Simple

Setting up all these elements (or paying someone to do it for you) may require a significant investment on your company’s part. Even after completing all the initial setup, there’s still the matter of SEO updates. As Jason puts it in our podcast, picture your website as a physical storefront. If your lights are out, people will think you’re closed.

Google examines hundreds, maybe even thousands of data points to judge whether or not a company is dependable enough to refer users to. If your HVAC company creates a fresh website and leaves it alone for months on end, Google sees a storefront with the lights out. It subsequently lowers your company’s rank in local search. One-off activities like blogging may slow the descent, but not even that will preserve your rankings for long.

SEO Updates Made Through Facebook
Notice All the Reviews and Social Content. Source: Main Street Heating and Cooling

So what can your business do to streamline SEO updates and keep your site as visible as possible to both Google and potential customers?

  1. 1. Review your homepage and service pages every quarter. Update as needed.
  2. 2. Write down FAQs from clients and make blog posts each month.
  3. 3. Make sure your Google My Business account stays up to date.
  4. 4. Give “Review Us” cards after each job, or try Righteous Reviews.
  5. 5. Take pictures before and after important jobs. Post to Facebook.

Team Up With the Webmasters!

If you want to make your online marketing and SEO updates as easy as possible, team up with the HVAC Webmasters. Our seasoned team of graphic designers, programmers, content writers, SEO strategists, and social media pros support hundreds of contractors around the United States. We’d love to serve you too!

Call and get a free consultation from a seasoned expert at (800) 353-3409.

Resources for Additional Information

From Prior Podcasts and Articles
Streamlining SEO for HVAC Contractors (Article)
Does Your HVAC Website Convert? (Podcast)
Can They Optimize Your Site? (Podcast)
Organic SEO is a 24/7 Employee (Podcast)

Related Services From HVAC Webmasters
Organic SEO
Content Marketing
PPC Advertising
Righteous Reviews

Posted: | Updated: Aug 15, 2019 | Categories: Podcast

The Untold Dangers of Website Templates

One of Many Website Templates Sold in Theme Forest

Just Like Everyone Else

“Why should I spend thousands of dollars on custom website design, when I can just make my own with a $14 dollar template?” Our SEO professionals hear this and similar questions almost every day, and it makes sense. After all, nobody wants to spend thousands of dollars on an investment without very good reason, especially heating and cooling contractors just entering the industry.

Today, we’ll talk about the unadvertised dangers behind using cookie-cutter website templates for your business. If you’re just starting out in HVAC, or if your business has struggled to earn site traffic, be sure to listen in! Let’s get started.

What’s Wrong With Website Templates?

Template Danger #1: Visuals Over HVAC SEO

Think of the most impressive website template you’ve ever seen. What’s the first quality of this template that jumps to mind? If you’re thinking “It looks fantastic!”, then you’ve expressed the same mindset that countless other HVAC contractors have when it comes to site design. Company websites can and should look visually attractive. However, this is where we encounter our first crucial flaw of most website templates: prioritizing visual attractiveness over actual optimization.

Impressive visual design is not the same as impressive SEO.

A Popular Series of Website Templates
Impressive Visuals Alone Can’t Offer the SEO Results You Desire.

Aesthetics show that you’ve made an effort to provide a pleasant environment for potential clients to explore your services. But does that matter if consumers can’t find your website? Shanelle Mullin from Conversion XL put it well when she said “Website templates may be a design shortcut, but they are never an optimization shortcut.”

The vast majority of designer templates online, especially the build-your-own varieties, do little to nothing to make your HVAC company more visible to search engines (ie: Google). That’s why the back pages of Google Search contain endless numbers of pretty but underperforming websites. When you plan your website design, make sure it’s actually designed and coded for HVAC SEO. Speaking of coding…

Template Danger #2: Dated Coding

Coding is a funny word. It’s not popular enough to be used as a sales-y buzzword (like “geotargeting“). Yet it serves as the backbone of company websites across the world. Schema coding, for instance, makes it easier for Google to understand the purpose of your website and the content inside.

Coding also serves as the instrument for crafting new site features. At the HVAC Webmasters, we use special schema coding to make it easier for clients to collect and display reviews. Other website designers use coding to emphasize Calls to Action (CTAs) and navigation tools, some of the most crucial devices for the user experience.

So why bring up a silly thing like coding?

Structured Data Markups Not Usually Provided by Website Templates
Google Provides Helpful Resources for Schema Coding, If You’d Like to Learn More.

When your average web designer creates a website template for $14 (or even $500), you know what it’s not going to have? Schema, structured data markups, and other helpful coding tools. Either your team will have to supply the coding, or it will simply get left out altogether. That’s an unfortunate reality for many companies: contractors invest hundreds, sometimes thousands in flashy website templates, only for the end product to flop after launch.

Does your team have the talent to supplement the missing coding in a template design? If not, it might be best to leave the work to the professionals.

Template Danger #3: Templates Lack Design

That may sound like an oxymoron. How can a template, created by a designer, lack design? DIY template websites are a lot like LEGO playsets. When you purchase a box from the local store, it doesn’t come assembled.

DIY website templates don’t come pre-assembled either. They don’t even come with an instruction manual.

That means that the design phase of template-based websites depends solely on the HVAC contractors who purchase them. Of course, most heating and cooling professionals don’t have any experience with WordPress or other design platforms. Think of all the elements that go into a successful website…

An Example of a Custom-Built Site by the HVAC Webmasters
Many Elements Must Come Together to Make a Successful Site.
  • Navigation
  • Content Layout
  • Image Formatting
  • Logo Placement
  • Calls to Action
  • Page Architecture

Putting together your own website can be a challenge. Make sure you have the time, energy, and resources necessary if you wish to assemble a template-based design. You’ll need to do plenty of research on how to optimize a site for search. If you don’t feel like putting together your own site, there’s always a professional willing to do the job for you (and do it well).

The HVAC Webmasters Logo

Looking for a Web Design Team?

Anyone can say you need a customized website. Only an experienced and trusted web designer however, can provide the results your business craves. At the HVAC Webmasters, we infuse each of our custom-built sites with fresh coding, original keyword-rich content, and alluring graphic design. As a result, our HVAC SEO clients earn premium search rankings, higher site traffic, and premium lead generation!

Skip the website templates. Find the long-term growth and online power your company deserves with the HVAC Webmasters. Get a free consultation with one of our seasoned HVAC SEO experts by calling (800) 353-3409.

Posted: | Updated: Jul 17, 2019 | Categories: Web Design

What the Heck are Mobile Micro-Moments?

A Local Search During One of Many Buy Mobile Micro-Moments

On-the-Go Decision Making

With mobile search capability safely tucked in our pockets at practically any given time of day, it’s only natural that consumers develop stronger research habits. Our decision-making processes consistently incorporate immediate search, especially when it comes to essential services like heating and cooling. After years of study, Google classified search behavior into four unique categories known as mobile micro-moments.

Today, we’ll discuss these micro-moments and how contractors may take advantage of them. By the end, you should have a workable plan to enhance your SEO for HVAC services. If your business struggles with low performance in mobile-based search, be sure to read closely!

Mobile Search: the Why

What device are you reading this article on right now? If it’s a smart phone, tablet or a similar device, you’re following a growing pattern of heavy mobile search. Just two years ago, 70 percent of online activity was conducted via mobile devices. Of course, that number continues to climb in 2019.

Our own experience at the HVAC Webmasters shows time and time again how crucial mobile optimization is for the continued success of contractors. When a site easily converts into a phone-sized user interface, visitors read on with confidence. However, we’ve encountered plenty of frustrated contractors out there whose mobile-unfriendly sites drop potential customers faster than a hot potato!

Most businesses quickly learn why mobile optimization carries such heavy weight in HVAC SEO. But how can these hardworking companies go about creating content in a way that pleases heavy mobile search users? This is where mobile micro-moments come into focus!

Mobile Micro-Moments: the How

As we mentioned earlier, micro-moments fall into four distinct categories. These describe the user intent behind any given Google search query.

The 4 Micro-Moment Categories

  • “I Want to Know”
  • “I Want to Go”
  • “I Want to Do”
  • “I Want to Buy”
A Chart of Googles Mobile Micro-Moments
Mobile Search is Time-Sensitive. Even Seconds Make a Difference! Source: Google

Know

“I Want to Know” Moments

“I want to know” moments dive into topical research. This is simply a quest for information. They have a much lower likelihood of ending in a purchase than the other categories, but that doesn’t mean that they never do. While smart businesses can still convert these investigators into leads, it’s best to treat these searches for what they are: shallow, first-stage interactions.

Best Materials for This Micro-Moment Type

  • How-To Blog Posts
  • Infographics
  • Video Guides
  • Detailed Service Pages

Many “I want to know” mobile micro-moments involve consumers who haven’t been exposed to your brand before. That means that these situations provide the perfect opportunity to make strong first impressions! To harvest these moments, focus on providing highly informative, mobile-optimized content. Make sure the content is delivered in an easy-to-digest format, such as those listed above.

Go

“I Want to Go” Moments

This category of micro-moments primarily focuses on location data. Consumers want to know where your business is located and the relative distance to their property. These are especially important if you have a physical headquarters or storefront that receives customers. There are a few key activities to take advantage of for maximum HVAC SEO benefits.

How to Claim More Moments in this Category

  • Completely fill out your Google My Business listing.
  • Check-in at locations during projects.
  • Geo-tag your reviews.
  • Keep your primary address and contact info consistent across listings.

Google Maps plays a critical role in this category of mobile micro-moments. So do local pack listings in Google search engine results pages (SERPs). Even if you use your home address as your HVAC company’s headquarters, you can still take advantage of these moments keep potential customers informed.

Do

“I Want to Do” Moments

AC contractors miss out on a lot of micro-moment opportunities, especially in the “I Want to Do” category. Here, we enter the realm of “how-to” videos and blog guides. When homeowners look for ways to improve their property values or safely clean their air conditioning systems, your business needs to be ready with pertinent guidelines.

Ideal Content for Capturing These Moments

  • How-To Video Guides
  • Step-by-Step Walkthrough Blogs
  • Inspirational Idea Posts on Facebook & Instagram

Look for hot topics in your industry. If you’ve been getting a lot of renovation-related questions from customers, try writing a blog post for your website or an abbreviated guide on your Facebook page. Just make sure you have lots of related visuals to maintain engagement!

Buy

“I Want to Buy” Moments

This is the micro-moment you’ve been waiting for: when a consumer is actually prepared to make the purchase! In the case of HVAC contractors, we can say that most “I want to buy” moments come in the form of phone calls or email service requests. What can your business do to help these potential clients?

Facilitating Buyer Micro-Moments

  • Make sure your call to action (CTA) is clearly visible throughout your company website!
  • Provide a similar CTA in your Facebook Business page.
  • Confirm your service hours and number are accurately listed everywhere.
  • Complete your Google My Business listing.
  • Fill out free profiles in business directories, such as the BBB.
  • Create paid-search ad campaigns for top services.

Essentially, your heating and cooling company needs to eliminate any barriers that could cause a hot purchase impulse to cool down. Don’t forget, nothing halts a purchase decision faster than poor or nonexistent reviews! Make sure your employees continue to ask for reviews each time they finish a project.

Google Showcasing Statistics Related to Mobile Micro-Moments

It All Starts With HVAC SEO

Of course, none of these wonderful connections happen without a firm foundation of HVAC SEO. That includes…

These activities ensure your business gets the attention it deserves on Google search engine results. At HVAC Webmasters, we help numerous businesses across the country grow their online presence and earn both natural and paid search leads. To learn how your business can experience fresh growth, call us at (800) 353-3409!

Posted: | Updated: Jul 9, 2019 | Categories: Local SEO

The Best Way To Spend Your HVAC Paid Ads Money | The HVAC Marketing Plan Podcast

HVAC contractors deal with heavy competition, especially when it comes to service-related keyword ranking. That’s why so many businesses turn to paid ads, which offer the benefits of pinpoint targeting and bypassed competitors. In our latest podcast, Nolen and Jason talk about creating a successful, cost-effective marketing plan to maximize the return on your ad investment. If you’ve considered experimenting with paid ads, or if you’ve only claimed mediocre returns in the past, be sure to listen in!

Look for These Key Topics

  • How to Prepare for Paid Ad Campaigns
  • Understanding the Average Lead Journey
  • Smart Paid Ads Strategy for Beginners
  • Getting Cost-Effective Results from Your Ads

Preparing for Paid Ads

As with any part of your online marketing strategy, your paid ads require a firm starting position to launch off of. That foundation is your HVAC SEO (search engine optimization). If you haven’t taken care of these organic search elements yet, you’ll need to do so before attempting paid ad campaigns.

Essential Organic Search Elements

Once you have a professional website for leads to pour into, then you can kick off your paid ads! Before we dive into practical starting points for your advertising, we need to re-examine the lead development process.

An HVAC Contractor's Paid Ads Lead to a Website
You’ll Need a High-Performance Website for Your Paid Ads to Direct To.

Understanding the Course of Lead Development

In their discussion, Jason and Nolen discuss how even the buying process for a bottle of shampoo may last as long as 3 months. If something so menial requires such a long decision process, it’s only natural that HVAC leads might take even longer to transform into actual business. After all, this is a significant investment we’re talking about!

Here’s how a typical non-emergency lead might progress. First, the consumer encounters an element from your company’s marketing program. That might be the product of your SEO for HVAC keywords, social media advertisements, or even word of mouth marketing. When they begin their search for their heating and cooling service, they recall your marketing and visit your site. The initial visit may only last for a few minutes.

Fast forward to later in the week or even months in the future, and the consumer returns to your website once more. This time they take longer, visit a couple of service pages, then leave. At this point, they may turn to your social media page and citation sources to examine your company’s reviews. Finally, they revisit your website one more time and make the call to your office!

Analytics Shows Traffic Created by Paid Ads
Google Analytics Provides Valuable Insight on User Behavior.

That’s quite a decision process! Only 3% of people who click on your Google Search listing will complete the full journey to become actually clients.

Key Takeaways from the Lead Process

  • Consumers may require multiple site visits before they convert.
  • There are several points in the decision process where ads can help.
  • Organic SEO elements still play a huge role in the search progression.

Progressive Order of Paid Ads

Once an HVAC contractor establishes a firm foundation of website SEO, then paid ads become a natural second step. With so many platforms to choose from however, how do industry professionals know where to begin their efforts? Over the years, our team at HVAC Webmasters has completed a lot of research and testing with paid ads, and there’s a optimal progression that works wonders for most heating and cooling companies.

Step #1: Retargeting

Paid Ads, Step #1: Retargeting

Retargeted Ads Enjoy 3-5x Higher Conversion

One of the most dangerous parts of the lead development process is the period after a visitor’s initial exposure to your website. Even if the potential client experiences a great first impression with your brand, people eventually forget most of the encounter as they move on with their daily online routine. While your website can’t chase after these would-be clients, retargeted ads can.

These ads pop up in the visitors browser as they shop or browse on other websites. That’s why you’ll discover ads from your recent site visits following you to Facebook – their retargeting program is called Pixel Tracking – or as you look up recipes to plan evening meals.

Do you know why these ads are so popular among businesses these days? They multiply a potential customer’s likelihood of converting three to five times! Imagine transforming your conversion rate from 3% to 9-15%. They’re also dirt cheap, running somewhere around one tenth the cost of traditional PPC ads. Amazing returns and low investment costs make for a pretty outstanding paid ads venue.

Step #2: Geofencing

Paid Ads, Step #2: Mobile Ads via Geofencing

Example of Geofenced Paid Ads
Geofenced Ad During Game

Don’t let the fancy terminology fool you. Geofencing is simply a flashy term for the geographical ad targeting that’s been available for the better part of a decade. Any company or marketing professional who tries to sell geofencing as a new concept isn’t worth your business.

With that being said, this specialized ad targeting offers lucrative opportunities for your business! When a consumer performs a search for “AC repair” or even a local competitor, it’s easy to track that activity and create a banner ad campaign to pursue that potential client. With the added benefits of geofencing, you’ll conveniently eliminate any false leads from outside of your service area.

So what does this process look like for a consumer in a real world situation? Imagine a homeowner is hunting for HVAC contractors to complete a furnace replacement. They’ve seen one of your competitor’s PPC ads on Google Search and visits their site. Later that day, they pull up Candy Crush or another app and see a well-crafted banner ad for your company. Since the consumer is already in the market for HVAC services, they click the ad and visit your site.

Step #3: PPC Campaigns

Paid Ads, Step #3: PPC Campaigns

Examples of Paid Ads Made Through Adwords
Paid Ads Via Google Adwords

Of course, there’s always the traditional PPC venues available in Google Adwords and Facebook Advertising. While they cost more than geofencing and retargeted ads, both of these platforms offer substantial opportunities for growth. Even freshly minted HVAC contractors can find substantial information on how to create and manage a PPC campaign on Adwords.

So what’s the appeal for these platforms? For one, they avoid the fierce keyword competition of HVAC SEO. Second, both Google Adwords and Facebook Advertising provide outstanding targeting capabilities for finding the right audience. As the largest search engine and social media platform (respectively), these ad programs also promise vast consumer bases for contractors to pursue. Many businesses see a double return on their Adwords investment. If you’ve already done a great job of optimizing your website, then much of your paid ads keyword research is already done.

If you haven’t done so already, try making a few test campaigns and running them for your business. Google often offers free credits to help you get used to the Adwords platform. What do you have to lose?

Team Up With HVAC Webmasters

While paid ads certainly offer a lot of growth opportunities for heating and AC contractors, we know that trying to run your own campaigns can be pretty demanding! That’s why our team at HVAC Webmasters provides substantial resources to help you analyze your advertising strategy, refine it, and manage it for you. We also offer incredible solutions to kick off your SEO for HVAC services. Our clients enjoy page one rankings, better traffic, and higher lead volumes.

Come witness the difference for yourself! Call (800) 353-3409 and arrange your free consultation!

Resources for Additional Information

From Prior Podcasts and Articles
Paid Ads vs Buying Leads (Podcast)
Seasonal PPC for HVAC Contractors (Podcast)

Related Services From HVAC Webmasters
HVAC Geotargeting
Google Ads for HVAC Companies
HVAC Mobile Advertising
HVAC PPC Campaign Analysis

Posted: | Updated: Aug 15, 2019 | Categories: Podcast

How to Optimize for HVAC Brands Online | The HVAC Marketing Plan Podcast

There are thousands of keyword variations in the service industry, but HVAC contractors generally only pursue a tiny fraction of them. It’s easy to think that the key to success is ranking high for “AC repair” and “compressor leak repair”, but there’s are other paths to ranking #1 on Google! Listen in as Nolen and Jason discuss how new entries and older companies alike can upgrade their keyword strategy.

Key Points to Listen For:

  • SEO results may not take as long as you think!
  • Secondary keywords make a big difference for new HVAC contractors.
  • Google considers user intent with brand-optimized keywords.

Keyword Strategy & Optimization

With all the HVAC contractors that we’ve talked with over the years, it’s clear that most professionals have at least some familiarity with keywords. “I need keywords in my website. Popular keywords.” High volume keywords do earn a higher amount of exposure, but there’s a crucial caveat that people forget.

High volume keywords can be extremely tough to rank for!

New entries into HVAC SEO almost never rank highly for keywords like “AC repair” or “furnace replacement”. Why? Because there are hundreds of other businesses already attempting it. That doesn’t mean that your business can’t develop a keyword strategy to eventually capture those phrases!

Primary Vs Secondary Keywords

In HVAC SEO, keywords fall under two categories: primary keywords and secondary keywords. The first category are those that your business eagerly wants to rank for. These might include:

  • “HVAC contractor”
  • “AC replacement”
  • “Furnace tuneup”
  • “Emergency air conditioning”

Secondary keywords, on the other hand, include terms and phrases related to the primaries. What is their purpose?

  • One: They prevent content writers from stuffing primary keywords dozens of times throughout a page.
  • Two: They draw Google’s attention to the article and produce stronger recognition for the primary keywords.
  • Three: Secondaries allow your business to rank for a high quantity of low-volume keywords.
Example of a Branded Keyword Strategy
This Branded Search Yielded Local Search Results!

Where Do HVAC Brands Fit In?

HVAC brands, especially high-quality ones, make fantastic secondary keywords! When potential customers lose the functionality of their Trane AC Unit (for instance), most perform a generic search for “AC repair” or a similar primary keyword. However, people who want a professional with related brand experience might search “Trane AC repair”. Fewer HVAC professionals optimize for these brand-specific keywords.

But won’t Google direct them towards Trane’s website? Actually, Google recognizes that the user intent behind these searches is to find a local repair company. Your business can rank extremely high for the secondary keyword, and maybe even score a position in a local pack!

Some heating and cooling companies understand this idea, but they get the execution wrong. Have you ever seen an HVAC website that showcases dozens of popular industry brands? Most resort to either low-content pages or spun pages to make up the content requirements, and Google penalizes this sort of behavior. Instead of following this rank-dropping behavior, take ten of the most popular HVAC brands in your area and develop a secondary keyword strategy around those! Even if you only get a few hits a week, ten pages with three calls a month each quickly adds up.

The Effects of HVAC Brand Keyword Strategy

Remember those primary keywords that you thought you had no chance of ranking for? As those secondary keywords draw Google’s attention towards your website, the search engine re-evaluates your content. While Google closely guards the secrets of its core algorithm, SEO professionals know that the search engine spiders (researches) websites every few weeks to perform these evaluations. If your website contains content oriented towards both primary and secondary keywords, Google may start to list your business higher up in primary keyword rankings.

Keyword Strategy Planning With Ubersuggest
Ranking High for Dozens of Low-Volume Keywords Still Offers Great Results!
Source: Ubersuggest

Getting Started on Your Keyword Strategy

Is it time to re-optimize your site’s content to pursue a new keyword strategy? Make sure you do plenty of research prior to writing up your service pages and blog posts! Thankfully, there are plenty of free tools out there to help guide your search.

Great Keyword Research Tools

Remember those secondary keywords! They may not earn the highest volume of traffic, but secondaries increase the number of phrases Google indexes your website for. That traffic quickly builds up!

Team Up With the HVAC Webmasters!

Looking for an experienced team of HVAC SEO professionals? Come to the seasoned experts at HVAC Webmasters! With a broad spectrum of digital marketing services including custom web design, content development, and social media advertising, we empower heating and cooling companies across the country. Our clients enjoy premium front page ranking for local search, stronger user engagement, and wonderful lead generation!

Call (800) 353-3409 and Start Seeing Results!

Resources for Additional Study

Earlier Talks on Keyword Optimization:
User Intent
How Long Does it Take to Rank?
Caution Regarding Marketing Firms

Our Related Services and Resources:
100 Keywords
SEO Consulting Services
HVAC Lead Generation

Posted: | Updated: Aug 15, 2019 | Categories: Podcast

Buying Leads: Pros and Cons for HVAC Businesses | The Marketing Plan Podcast

Most HVAC contractors have a love/hate relationship with their lead services. In this podcast, Jason and Nolen explore the potential perks of buying leads, along with the sometimes disastrous pitfalls. Whether you’ve purchased leads in the past or are considering a service in the near future, you’ll gain some essential insights into the pros and cons of lead gen companies.

Look Out for These Key Points

  • Does buying leads create long-term or short-term opportunities?
  • Do lead services contribute towards your brand development?
  • What expenses come out of buying leads?
  • How good is the lead quality?

What Does Buying Leads Mean?

Developing a client base takes time, money, and lots of effort. It may take years to develop a comfortable directory of loyal customers. For businesses longing for that initial stimulus of growth, buylings leads presents a very attractive, fast solution. Here’s how it works…

How Lead Buying Works

  • Step #1: An HVAC contractor hires on a lead generation company.
  • Step #2: The lead gen company connects them with potential customers by phone or email.
  • Step #3: The contractor accepts or rejects the client, who may or may not decide to do business with the contractor.
  • Step #4: The contractor renders payment to the lead generating company.

Lead Companies

What is the Most Popular Pay-Per-Lead Company?

Pay-Per-Lead (PPL) companies range from household names to somewhat sketchy businesses. While there are numerous PPL companies out in the market, you’d have a hard time finding a more recognizable name than HomeAdvisor. The business employs untold numbers of sales force personnel and boasts a vast array of contractors.

Lead Costs

How Much Do Companies Pay for Leads?

That depends on the particular service you utilize for your leads. We’ll use HomeAdvisor as an example. According to the HomeAdvisor Pro How It Works page, HVAC contractors pay a mix of annual, monthly, and variable fees in exchange for leads. Keep in mind, the company does not guarantee any of these leads will convert into customers. To quote from their website, “You will be charged for each lead you receive, whether or not you ultimately win the job…”

What Costs Can I Expect?

  • Annual Subscription Fees
  • General Industry Leads Costs (“Market Match”)
  • Brand Specific Leads Costs (“Exact Match”)
  • Supporting Service Costs

When people request your company specifically through HomeAdvisor, your company may pay an even higher lead cost rate. You can set monthly target budgets, but lead costs may exceed that number.

Key Questions

Questions to Ask When Buying Leads

There are two primary concerns your HVAC business should consider when buying leads. First, you’ll need to consider the pricing structure of the service. Some companies quote a relatively low per lead cost, but quietly zing you with additional fees. Others charge higher rates, but do a much better job of outlining what that money buys.

The even more essential question you need to ask is: “How does your company qualify these leads?” Is your money actually going towards connecting with ready-to-buy consumers, or is the PPL company pushing window shoppers to meet their quota?

Of course, you should never subscribe to a PPL service without consulting existing clients of that company. If you find that all the people you consult are getting fantastic returns on their investment, this could be the opportunity you’ve been looking for. On the other hand, clients may warn you to steer clear of that prospective service. Either way, you’ll have better peace of mind about your decision!

Is Buying Leads Worth it For Contractors?

While many HVAC SEO companies and PPC campaigners would instinctively tell you otherwise, buying leads sometimes provides fantastic results for contractors. If you find a service that provides a fair costing rate and a dependable ROI, go for it. With that being said, there are several factors you need to weigh before pulling the trigger on these annual subscriptions.

Crucial Factors to Consider

  • Will buying leads provide the long-term growth you’re looking for?
  • Does buying leads gain exposure for your brand, or their brand?
  • Could you earn these same leads (or better) through other means?
  • Do you want to be locked into a subscription?
  • Are the leads provided of sufficient quality?

Alternatives to Buying Leads

One of the selling points of companies like HomeAdvisor is that you have tight control over the location and types of people you gain leads for. You can also set spend targets that your PPL service may or may not exceed. Having control over your marketing is a serious advantage.

But what if you could get this control without paying a subscription fee?

Google Adwords PPC (pay per click) campaigns also target specific markets within a geographical area. They automatically deactivate whenever they hit your predetermined budget and your efforts determine the quality of the leads you receive. If you don’t like the results, you can quit anytime or refine your campaigns till they succeed. Many HVAC contractors experience a double return on their investment into Adwords PPC. During your paid search efforts, you can also spend valuable time working your HVAC SEO through keyword research and engaging content.

Team Up With the HVAC Webmasters!

Whatever course you ultimately choose to develop your leads, we hope you succeed! If you’re hunting for ways to grow your lead development, our team at the HVAC Webmasters would love to help. We provide HVAC SEO solutions, PPC campaign management and analysis, custom website development, and numerous other services to advance your business. Have more questions about buying leads or generating more customers online? Call the team at (800) 353-3409 and talk with a friendly industry expert!

Resources For Additional Information

Earlier Talks on Buying Leads:
https://www.hvacwebmasters.com/buying-leads-pitfalls/

Our Related Services:
https://www.hvacwebmasters.com/services/internet-marketing/hvac-marketing-leads/

Posted: | Updated: Aug 15, 2019 | Categories: Podcast

Streamlining SEO for HVAC Contractors: Tips and Traps

As more consumers look online for their heating and cooling services, HVAC contractors clearly have a lot a work to do if they want to keep up. When faced with all the challenges of digital marketing, it’s only natural to look for ways to streamline content production. The trick is knowing how to tell smart management apart from cut corners!

A Clean Site Design Offers Great SEO for HVAC Professionals
This Favorite Example Offers More Results With Less Content!

Today, we’re going to examine ways that contractors can optimize their websites ways that both Google and potential customers enjoy. Beware the traps we’ll discuss, but hunt for the exciting opportunities to enhance SEO for HVAC professionals. Let’s dive in!

Common HVAC SEO Traps

Everybody likes a good shortcut. They make life simpler and offer means of saving time, money, and effort. When it comes to SEO for HVAC professionals however, shortcuts cause all too many companies to fall from the upper ranks.

Example of Bad SEO for HVAC Sites

The Most Dangerous SEO Shortcuts

  • Prioritizing Keywords over Engagement
  • Building Text Walls
  • Spun Content
  • Mass Targeting

Consider the purpose behind all of these shortcuts. Most are designed to either take advantage of search engines, to try to game the system. In the end, users are the ones to lose out because of poor content quality. By sacrificing engagement with potential customers, HVAC contractors end up with rapidly dropping site performance. This ultimately results in lower rankings and lost leads.

Simplified SEO for HVAC Contractors

Now that we’ve talked about how to side-step those dangerous website pitfalls, let’s focus on how to make your website shine in Google search rankings! There are dozens of elements that feed into SEO for HVAC professionals. Instead of trying to tackle them all, we’re going to focus on a handful of habits that make it easier for business to manage their websites (while getting better search results).

Ultimately, web developers pursue two goals when they craft a website:

  • A convenient, enjoyable user experience (UX)
  • Optimization for better Google rankings

Each of the streamlining suggestions below enhance how Google and potential customers perceive your website (plus your company in general).

Site Structure

Clean Design, Easy Navigation

According to consumer research, it takes the average person only 0.05 seconds to form a preliminary opinion about a website (SWEOR). Visual cues from your homepage mold first impressions for your site visitors. These include your:

  • Company Logo
  • Navigational Menu
  • Your Call to Action
  • Overall Graphic Style (Color Scheme, Use of Space, etc.)

If a graphic designer approaches your company with an idea for a complex web design, run like the wind. When it comes to site structure and visual elements, simpler generally means better. After all, homeowners and commercial clients aren’t looking for Nobel Art Prize winners. They’re hunting for dependable professionals that offer quick solutions for their problems.

Stick with site designs that make it easy to see your calls to action, so that visitors can contact you from any page. Let your menus be just as concisem, without packing them with extra services.

Services

Prioritize and Promote

Over the years, your HVAC contractors will spend countless hours training, earning certifications, and learning new systems. It’s tempting to take all of that raw ability and craft a page for every single service your team provides. But casting a bigger net rarely provides great results when it comes to SEO for HVAC companies. That’s why the lesser pages of Google SERPs (search engine results pages) are littered with sites offering dozens and dozens of slightly different services.

If your really crave more attention for your services, offer fewer options. Stick with two to four major service categories, and present a handful of related services beneath each one. Even if you run an extremely diverse HVAC company with additional industry services, you’ll still find better results by restricting your offered portfolio. Remember, you can still mention more specialized solutions in your page content. Just keep your menu short and concise.

Service Area

Basic Service Area, Major Cities

Too many HVAC contractors feel that they need a city page for every single town within their service area. If your heating and cooling company only supports a 20 mile radius, that’s manageable. But businesses that cater towards larger geographical areas could end up with hundreds of city pages that don’t actually help bring in business. In fact, this habit could harm your business if your website relies on spun city pages like we talked about earlier.

Instead of trying to write or spin a page for every single town in your service area, focus your attention on a dozen or less. Create handwritten content that’s optimized for that particular city, and really dig deep into your on-page search engine optimization. Instead of getting zero results for a bunch of poorly developed city pages, you’ll start earning steady influx from the smaller quantity with incredible content.

Showing How Concise Design Helps SEO for HVAC Professionals
Focus on a Handful of Major Service Categories!

SEO Solutions for HVAC Contractors

These tips should guide your business towards higher search rankings across the board. While shortcuts provide plenty of opportunities to save your business time, money, and effort, always aim for website design that balances SEO with premium user experience. That balance provides the best long-term growth for heating and cooling businesses.

If you’d like to learn more about SEO for HVAC companies, or if you’d like a specialist to analyze your online marketing program, our team at the HVAC Webmasters would love to help! Our clients dominate local search rankings for more clicks, more leads, and more customers. Call us anytime at (800) 353-3409!

Posted: | Updated: Jul 1, 2019 | Categories: General, SEO

Crafting Truly Valuable Website Content (for People)

An Example of Website Content in a Service Page

What is Website Content?

When managers hear the word “content”, they often roll their eyes. That’s because many associate the word with content marketing, a passive promotional tool that almost always takes time to show results. While this strategy provides exceptionally low-cost results for businesses, website content goes beyond what you see in blog posts or Facebook stories. Website content also includes copy, images, and videos provided throughout your service pages, homepage, and more!

Today, we’re going to talk about the ultimate goal of website content: engaging potential customers. Our version may not look exactly like you’ve pictured content in the past, but your HVAC business will experience exceptional growth if you follow these principles. Let’s get started!

How Do You Write Content?

Practical, value-driving content stems from the industry, your company services/products, and your customers. While there are numerous planning stages that go into crafting material that gets your business ranked on search engines, builds authority, and promotes your business, the actual writing process can be remarkably simple if you remember who you’re writing for.

People: eager renters, frustrated business managers, and frantic homeowners looking for answers to their problems. Your content should directly and clearly answer their questions and relieve their situations.

The (Simplified) Content Writing Process

  • Step #1: Find the right question(s).
  • Step #2: Research related keywords so that you understand their lingo.
  • Step #3: Answer their questions and provide a solution.
  • Step #4: Briefly offer your services at the end.

Website Content Management

Now let’s go back and look at the process in a little more detail, from concept development to long-term content enhancement. Below, you’ll find some of the essentials that our own seasoned content writers incorporate to build engagement! Keep the basic four steps we’ve gone over in mind as you read through.

Development

What Makes Good Website Content?

If you really want to develop exceptional material, stop asking what your business is going to get out of it and start asking how your clients will benefit. High performance content offers detail-rich information for the target audience, then presents it in an easy-to-digest format. Google searches – homeowners rely on these more and more for essential services – ultimately represent a quest for information. The best service pages, blogs, tutorial videos, etc. all stem from the needs of consumers and client businesses.

How to Get Website Content From Clients

“Great! Now how do I get that information and turn it into working content?” Perhaps the ideal place to start your topical research is in keyword analytical tools. Ask any website content writer at the HVAC Webmasters what their personal favorite tool is, and there’s a good chance they’ll direct you towards a service called Answer the Public (seen below).

Analytics Tool Offers a Report on Website Content

This analytics company pools reports on the most commonly searched phrases and questions surrounding a given topic (such as “website content”). There are countless other research tools out there to help you develop your topic and keyword strategy!

Management

How to Manage Website Content

All too many businesses make the mistake of posting insightful, carefully-written material and never making any additional use of it. But there are so many ways you can take advantage of the content you’ve already written. There’s…

Ways to Share or Recycle High-Quality Content

  • Facebook Wall Posts
  • Facebook Live Adaptations
  • Linked Tweets
  • Instagram Stories
  • Professional Associations
  • Homeowner Publication Adverts
  • Revised Guides (HVAC Guide for 2019)

They say that if you love something, you should set it free. Your content takes on a whole new life when it circulates through social media, professional association blogs, and other sharing outlets. Quality website content creation takes a lot of research and effort. If you love a particularly well-crafted blog article, homeowner’s guide, or infographic developed by your team, why not share it with others?

Enhancement

How Do You Create Better Content?

One of the healthiest questions your marketing manager can ask is “How can we do better?” Effective content development requires you to examine key performance metrics on your service pages and see which ones aren’t generating lead calls (and/or emails). That’s something every business should do on an annual basis.

An Informative Blog Post Making Good Website Content

Sometimes, you don’t even need to generate brand new content. Remember that wonderful, but slightly aged infographic or video tutorial your team made a few years back. Instead of letting it sit in digital storage, try breathing some new life into it by updating it for this year! When it comes to homeowner heating and cooling guides, conventional industry wisdom may stay relevant for decades. You can still get a fresh take on age-old tips from the pros.

Starting Your Content Journey

One of the advantageous aspects of developing content in the HVAC industry is that your customers have already provided all the conceptual work for you!

  • “My AC unit isn’t blowing cold air anymore.”
  • “Is it worth buying a high-efficiency furnace?”
  • “Should I switch my heating over to electric?”

Address your customer questions in your service pages, blog, and other writing outlets, and you’ll see a noticeable increase in lead calls. That’s especially true if you’ve done quality keyword research!

Want More Professional Insight on Website Content?

Developing a high-performance website takes serious research, a deep understanding of the industry, and knowledge on the world of HVAC SEO. The Nolen Walker team provides growth-driving, lead-generating online marketing services to help your business succeed! To learn more about our solutions, including content development, talk with one of our friendly experts at (800) 353-3409.

HVAC Webmasters Logo
Posted: | Updated: Jun 5, 2019 | Categories: General