2020 Communication & Reviews Survey

Using Google’s survey platform, we deployed four separate surveys to a sample of 300+ respondents each, targeting homeowners and property managers aged 35 and older across the continental United States. Respondents were split into four age groups — 35–44, 45–54, 55–64, and 65+ — and results were analyzed by both age and gender.

When asked which website features made them most comfortable choosing an unfamiliar heating and AC company, respondents consistently ranked testimonials and clear service descriptions at the top — across all age groups and both genders. The margin for testimonials widened further among women surveyed.

• Keep collecting reviews. Every new review adds to your credibility with consumers who haven’t used your service yet — and Google weights recency.
• Feature testimonials prominently on your website, not just on Google. Even curated site testimonials boost conversion confidence for first-time visitors.
• Don’t neglect your Google Reviews profile. Map pack listings display aggregate star ratings, and those numbers are part of the first impression before a visitor even lands on your site.

When given a scenario where they’d discovered a well-rated HVAC company on Google Search — phone number and website both visible — the majority of respondents said they would visit the website before picking up the phone. This held true across all age groups studied.

• Write full service pages for every solution you offer. Bullet lists on a homepage homepage don’t satisfy a consumer doing real research — and they don’t support SEO either.
• Keyword-optimized service pages do double duty: they improve rankings for specific search terms and give prospective customers the detail they need to convert.
• Treat your website as a first-impression tool, not just a contact card. The consumer who visits before calling is looking for reasons to trust you — make sure they find them.

Google recognized this shift when they moved to mobile-first indexing in July 2019. These survey results confirm the real-world behavior behind that decision — HVAC consumers are searching, researching, and contacting service providers on their phones.

• Clickable/tap-able phone numbers on every page — a mobile visitor shouldn’t have to copy and paste your number to call.
• Hamburger / sandwich menus that work cleanly on small screens without obscuring content.
• Large, legible font sizes — small text on mobile is a conversion killer, especially for a 35–65+ audience.
• CTAs that are visible without scrolling — on mobile, above-the-fold real estate is limited and critical.

Direct calls are the plurality preference — but a 58% majority still leaves a significant segment of prospects who want to reach out differently. Contractors offering only a phone number are creating friction for the 42% who prefer written contact.

• Make contact options visible — don’t bury your email or contact form in the footer. Consumers who prefer these methods won’t hunt for them.
• Enable GBP messaging on your Google Business Profile. The 8% who wanted direct messaging often expects the ability to text or message before calling.
• Test and monitor each channel. Knowing which contact methods your customers actually use lets you optimize for the ones that work — and identify gaps in your current setup.

The data from these four surveys consistently points to two underlying consumer needs. The first is comfort — consumers need to feel confident in an unfamiliar contractor before they’ll take action, and they build that confidence through testimonials, service detail, and visual credibility signals. The second is contact — once comfortable, they need frictionless, device-appropriate ways to reach you in the format they prefer.