As a heating and cooling company, you have a variety of services that you offer. With that said, too many HVAC websites fail to breakdown their services into individual pages. While HVAC might be the overarching theme of your website, marketing specifically for gas furnace repair and A/C coolant repair will help you generate more leads, and earn more business through internet marketing channels. To optimize your website for services, follow the steps below:
Step 1: Write a List of Services
Meet with your co-owners and main employees and generate a list of the services you actually offer. To determine if something is actually a service, ask the following questions:
- Can It Be Reasonably Distinguished From Other Services?
- Do Prospective Customers ask About it?
- Do You Perform This Action Often?
If you answer yes to all 3 questions, or even 2 out of 3, jot down the service. By the end of the brainstorming session, you should have a list of around 15 – 30, depending on the scope of your business. Remember, you don’t have to categorize these while making the list. That will happen in step 2.
Step 2: Create a URL Hierarchy
Your pages should be broken down into 3 major categories. They are:
- Main Pages: Homepage, About Us, Contact Us
- Parent Pages: Heating Services, Cooling Services, etc.
- Child Pages: Gas Furnace Repair, A/C Coolant Repair, etc.
Take your list of and divide them up by categories. For example, cooling services would include A/C repair, A/C maintenance, ductless A/C inspection, etc. In contrast heating services would include gas furnace repair, electric furnace repair, heat pump inspection, etc.
Step 3: Keyword Research
After your hierarchy is made, you can now move on to keyword research. You will want to research keywords for each individual service, as they will all have their own respective pages. Record the following metrics while researching individual service keywords:
CPC: How expensive the word would be in a PPC campaign — serves as an additional barometer for keyword difficulty
Keyword Difficulty: The estimated difficulty of ranking for that keyword based on competition
Search Volume: The monthly average of searches for a specified keyword
Depending on the keyword research tool that you use, these metrics may vary by name. The most important thing is to record the volume of the keyword, and how difficult it will be to rank for it. The research process is also the time to study related keywords that could indicate different ways of describing the same service.
Step 4: Content Writing
The final step in your service optimization will be content writing. Make sure each written page offers the following qualities
- Keyword Placement: Use the keywords generated in step 3 and place them where appropriate throughout the content — do not participate in keyword stuffing
- Relevance: Write the page for people who will be interested in this subject only — do not mislead users into visiting a page that doesn’t match their interests or needs
- Title / Header Tags: Use the keywords as title and header tags for your content pages — don’t stuff keywords in this case either — avoid redundancy
Following the above steps will optimize your HVAC website for individual services. As a result, you will attract niche customers who are interested in a very specific service. Call (800) 353-3409 for internet marketing for HVAC companies.