Developing fresh, insightful, and optimized content can be a challenge for many businesses. This week we sat down with Shabnam Kuraishi, one of our seasoned content writers at HVAC Webmasters, to talk about her approach to crafting valuable content.
Watch the whole video of the interview on YouTube, or check out our Content Marketing page for more information.
Table of Contents
Meeting With Shabnam Kuraishi
Madison: Hi, HVAC professionals. Welcome back to another episode of the HVAC Webmasters Podcast! I’m Madison McClure, and today we have with us a special guest: Shabnam Kuraishi.
Shabnam: Thanks for having me!
Madison: Yes! She is one of our spunky content writers here at the Webmasters, and she’s been with us…has it been a year yet?
Shabnam: Yeah! Over a year.
Madison: I still remember when you, Kellie, and the gang got here, and I’m like “Oh my gosh! Fresh blood!” It’s great.
Shabnam: Or new friends! You know, whichever one.
Madison: Yes, we were very happy to have you. Now, speaking of background, I wanted to hear a little bit about what led up to you joining the Webmasters.
Shabnam: Of course. Well, I graduated with a degree in Anthropology…
Shabnam: Ya, the connection is not quite there. But then I did social media marketing and blogging for some businesses.
Madison: Okay, so you really got some applicable experience there. That’s really cool though! It’s always fun to see writers come from a different background because it adds more flavor whenever they start writing about the different topics. Whether it’s blogging or a service page, it usually ends up being more flavorful, which is always great. Of course, that translates to more sales for your business, which is…what matters to HVAC professionals.
We went on to talk a little more about Shabnam’s two years of experience with writing. Then we broke into the writing process for developing content on a website.
The Writing Process
Getting Started on Content Writing
Madison: I want to go through and learn about your process as a content writer. Let’s start small. Say you’re starting with a service page, like “AC repair.” Now, how are you going to go through the process of planning and writing that page?
Shabnam: First I develop a skeleton. All the possible questions that relate to AC problems that could warrant a repair being done. Of course, you have to hit those keywords in the SEO, so I make sure to list them down as well, along with the topics. Basically, you wanna research your information to support those topics. A little background never hurts anyone.
You also want to add in those links. Hyperlinking to another page; I feel that’s a good way to get started as you flush out the page.
Madison: Okay, so you’ve definitely outlined and know what you’re going to talk about before you actually start writing it.
Shabnam: Yes! That’s important. That way you don’t get lost.
Maximizing Lead Conversion Potential
Madison: Now conversion is such a huge part of writing and making sure that you’re maximizing your chances of a prospect turning into a sale. ‘Cause that’s ultimately what our HVAC professionals are concerned about. Now what are you going to do to make sure that while you’re writing it that you’re maximizing that conversion potential?
Shabnam: It’s important to keep that sales mindset whenever your writing anything, ’cause you are essential doing web marketing essentially. So you’re going to put a list of the services that pertain to that particular page, as well as a call to action. If they have any questions, want to set up an appointment, give a phone number or in other cases connect to the Contact Us page as well.
A Good Call to Action
Madison: Ya! Call to action is very important. For yourself, what is the makings of a really good call to action?
Shabnam: I would say, have a call to action in the intro as well as the final paragraph. You always want to put in the phone number in those two places. If you want to spread that out throughout the page, go for it. It’s really up to you.
Something that’s encouraging… If you’re having trouble or having a problem figuring something out, reach out to us. We can help you. We’re the answer to your problem.
Madison: Okay, so you’re personalizing it a little bit and making it easier for the reader to find it?
Finding a Balanced Voice
Madison: Now a lot of HVAC company websites struggle with finding a balance on their service pages. Some are just like “Oh, we just want to be friendly with everybody. We’re not going to push them too much.” And others go the opposite direction and say “You should buy from us. You should definitely buy. Sell! Sell! Sell! Sell!”
That’s a real challenge to deal with for some people. Do you find that balancing that SEO with that natural reading experience, is that a challenge for you?
Shabnam: I think it was in the beginning! When you’re new to writing, you’re trying to figure out how not to sound robotic, because it can come off that way when a certain SEO [keyword phrase] is grammatically incorrect. You want to try to fit that in there. So try to blend it in there as best as you can. Make sure that the rest of the paragraph matches and try to keep a steady reading flow.
Madison: It sounds like you’ve gotten a really good hang of balancing those two. I know for myself, I think I was on the opposite end of the spectrum. I didn’t want to try to sell too much. As a result, my writing was like “Well, you know you can do this if you really want to.”
Shabnam: Ya, you are selling. They say a passive tone for selling is just not going to hit it. But you don’t want to be too aggressive either. Find a middle ground is your safe bet.
Beyond the Text
Important Non-Text Page Elements
Madison: We’ve talked a lot about the textual elements. Obviously, that natural writing is very important. But there are many not-text elements that go into a page. What do you think are the most important non-text pieces going into that page?
Shabnam: You want to look outside the picture of the computer screen. What you’re gonna see, you don’t want it to overcrowd. So you want to put something in to break up the text. Images, page breaks, bullet points. That way you’re not everywhere. It’s so important to have good visualization.
Madison: It’s so important, oh my goodness. If you look at some of the pages that are ranking on the back end of Google, you’ll see those humongous walls of text. You can always tell whenever somebody doesn’t have that writing experience, because they don’t actually format it and take the time to break it up. You absolutely right; all those images, formatting, and bullet points makes it such an easier reading experience.
Too Long; Didn’t Read (TLDR)
Madison: There is a saying nowadays that’s grown in popularity. It’s called TLDR, and it stands for “Too Long; Didn’t Read”. That can apply to an email. It can apply to a service page on a website. How are you making sure that your content is juicy enough, concise enough, and formatted correctly that people actually want to read through?
Shabnam: Have a voice that’s encouraging. Don’t be too pedantic with information. You’re not a professor instructing a student. You’re there to give them the bullet points of a service. If you want to bold information…once again, hyperlink information, that will get them to be engaged and maybe check another page out. Which is great for getting leads into the website.
User Friendly Page Elements
Madison: You’ve definitely established the setting for a wonderful reading experience there. For the average site visitor going onto a page, what do you think are the most important elements to keep them motivated to continue their search? What do you think keeps them on the hunt for their solutions and not bouncing back to Google for another website?
Shabnam: You want to make sure to answer all their questions that they have regarding that service. That way, all the answers are on one page instead of them being confused and going off the site, which is what we don’t want.
Madison: That’s a great point. I think that’s one of the reasons why we’ve seen a rise in the number of FAQs (the frequently asked questions) sections that are going into service pages. Those you’ll see pop up on Google Search results, because people know just how much value there is to…”Okay, what are people asking? Am I just speaking about what I want them to know or am I actually answering the questions that they have?”
And that’s one reason why when you answer those questions, people are much more likely to pick up the phone and contact your business.
A Larger Perspective
We took some time to expand the scope of the content writing process and explore ways to produce a fantastic writing standard for the entire website.
Madison: You’re working with dozens and dozens of pages across a single website – which can take weeks, by the way, to finish up – I know it’s very time consuming work sometimes. From a whole site perspective, what are you doing to make sure that our created content is successful? That it really resonates and it continues to make those sales as well?
Shabnam: The first thing that I make sure to have is consistency. I think that’s key. Whatever you’re doing as far as formatting, incorporating images / media, you want to have that spread out fairly evenly throughout the site. You also want to make sure that your voice is consistent throughout each page. Make sure to hyperlink throughout the pages as well.
Madison: That site structure / architecture is so important and a lot of research goes into, doesn’t it?
Shabnam: Yes, a lot. It’s important that you do it. Don’t skimp out on it, ’cause customers are keen about that. They’ll know if you’re just talking to get sales, vs you’re knowing what you’re doing but you’re also converting it to sales.
Madison: Mmhmm. Plus, if you’ve taken the time to organize things correctly, it makes it easier for people to actually find the services they want.
Final Thoughts on Content Writing
Madison: Let’s say someone came in at the last moment and they haven’t heard the rest of what we’ve talked about. If you have one thing for HVAC professionals to take away about content writing – whether it’s the process, the quality of content – what would you want them to hear?
Shabnam: For business and content writing, you want to make your business stand out from the others by providing a value to the customer. Why they should choose you vs the competitors. So, once again, make sure to know what you’re talking about. Be informative, yet concise.
Madison: That’s such a good point. I think a lot of HVAC professionals, they focus on what they do, not as much on why the person should select them. Because there’s dozens of people for them to choose from.
Shabnam: Exactly. There’s a lot of competition!
Madison: Shabnam, thank you so much for letting me interview you and ask you all these questions. Thank you, HVAC professionals for listening in. We’re happy to have you here. As always, if you need help with quality content writing, we’re here at the Webmasters to help you with that. So thanks for listening in. And thanks Shabs for being here.
SEO, or Search Engine Optimization, is currently the best way to acquire local HVAC customers and build company awareness. Effective SEO ensures your business appears above your competition on platforms like Google, Bing, and Yahoo. SEO applies to both Google Search and Google Maps along with your company website and business listing, respectively. HVAC Webmasters provides SEO services to heating and cooling contractors across the United States.
How SEO Has Changed in 2022
Traditionally, websites could achieve top ranking quickly by adding keywords and links to pages. However, Google quickly caught on to these methods and created more detailed algorithms to deliver better content to its users. Today, HVAC sites must be well-written, provide a good user experience, and offer helpful information and informative links to rank on SERPs. It must also include correct and clean coding, precise metadata, images, videos, and media that match the discussed topic. While good HVAC SEO isn’t difficult to achieve, it can take time, skill, and knowledge of correct and effective practices.
Why HVAC SEO is Important
When someone in your area needs a service or product, chances are, they go to Google. If a consumer searches for “A/C repair in Dallas, TX,” a list of sites will appear that present relevant terms, content, and information. The more relevant and useful the content, the higher on the results page it will be. Rankings set the order of the search results listed on search platforms. Since most customers don’t scroll down far, it’s essential to appear at the top of this list to generate leads for your business.
Applying effective SEO tactics will help your site rank higher in search results and list pertinent information such as the phone number, location, and services listed. Prominent search visibility could lead to more inquiries, appointments, and business awareness for your HVAC company. In today’s digital landscape, effective HVAC SEO could mean the difference between a fruitful customer base and closing the doors for good.
SEO Strategy: The Planning Stage
Your SEO strategy is not something that should be done on the fly or without thought. Effective SEO is well-planned according to what consumers seek. Your SEO plan should include well-researched keywords, clear URL structures, and captivating images and videos, all of which lend to how well your site will rank with search engines.
Keyword planning is crucial for ranking well on search engine platforms and is the foundation of a good SEO plan. The goal of keyword selection is to identify words that will attract the most relevant searchers. Identify each word’s search volume, difficulty level, and competition level, using programs such as MOZ, SEMRush, and Ubersuggest. The search volume metric suggests how often users search the term during a search query. The difficulty level is a metric the identifies the level of difficulty of the word itself. The competition level demonstrates how often the word or phrase appears on other sites, developing a unique keyword set. Use these metrics to identify the most viable keywords for your business. For instance, if a keyword applies to commercial HVAC repair and your company provides only residential repair, that keyword may not be the best option.
High volume keywords like HVAC Repair, Air Conditioners, and Heaters are indexed according to the searchers’ location, so local businesses aren’t competing nationally for these terms. When creating your SEO plan, you should be aware of the top 100 national keywords in the HVAC field. This will help when creating URL hierarchy, content, and on-page SEO. Identifying these top terms will also help when thinking of more specific longtail and service-related terms that pinpoint even more relevant searchers. Top keywords such as these should be used throughout the site with concentration on top-level pages to be indexed effectively and help SERP ranking.
For local optimization, HVAC companies should use top keywords with a location reference. For instance, if you’re an HVAC company in Wilmington, DE, a useful keyword may be heating in Dallas, TX or Dallas, and TX heating. Keyword research programs can help you discover which location tags are the most beneficial for your area. For instance, “air conditioning in Dallas TX” has a search volume of 210 while “Dallas Air Conditioning” has a search volume of 110. While good practice to use both keyword phrases in your content, the first option should focus on the best results.
The most successful HVAC sites have subsequent pages describing their specific services in detail. These sites use more specific service keywords that focus on one category or service. For example, if your HVAC company provides gas furnace repair and installation, then a realistic service keyword would be gas furnace services. Be sure to include location tags on these keywords as well for proper optimization.
URL Structure & Page Hierarchy
Once you have your list of keywords, you can begin to set up your URL structure and page hierarchy. Typically, sites have multiple pages that present information from a general to a more specific level. The organization of those pages is called the site or page structure. Most HVAC websites have a top-level Home page, an About Us page, and a Location page. Besides, they may also have a few general service top-level pages such as “Heating” or “Air Conditioning.” From there, HVAC sites lead into secondary pages that may include categories like “Central A/C Service,” “Furnace Service,” or “Central Heating.” The third level of pages branches out from that point, which addresses specific services like “Natural Gas Furnace Repair” and “Ductless A/C System Installation.” Your site structure helps Google index your pages for search rankings and be straightforward and easy to follow. The pages should flow nicely into each other and create a natural flow process for reaching them.
Along with your HVAC site’s page hierarchy, you should carefully consider the URL structure. It is critical to map out each URL, followed by Google and searchers. They should be short and concise and present the exact topic displayed along with a clear path to the information. A well-planned HVAC URL may resemble something like https://yourhvaccompany.com/heating/furnace-repair. This URL has a clear path, includes top keywords, and presents a well-communicated subject.
Images & Videos
The most successful HVAC websites use images and videos representing the content and are clear and correctly sized. HVAC websites should choose photos and videos during the planning stage to ensure proper emphasis on the content and prevent duplicate usage. Images should be unique and provide a look into your business, staff, and services.
Search Engine Optimization: The Implementation Stage
Once you have finished your SEO plan, you should have a clear layout of your site’s page structure along with keywords, images, videos, and URL for each. However, more SEO tasks remain urgent. Your HVAC site’s design and usability also contribute to your SEO and should be constructed with the customer in mind.
While there are multiple usable templates available for your HVAC site, a custom website design is always best when it comes to SEO and searchability. Templates lack the coding that Google uses to index information and keywords. A customized site design is needed to implement fundamental structure and coding details like schema, headers, and title tags.
One of the most significant contributors to high bounce rates and poor SEO ranking is a lack of easy-to-use contact information. Your HVAC site should have listed contact information, including a location address and map, phone number, and email address on every page of your site. Your company’s phone number should also appear throughout the content for maximum usability. Not only does this lend to a boost in trust that can contribute to higher search rankings, but it also presents a better user experience that can help attract and retain visitors.
Call To Action
Any marketer worth his salt will tell you that a call to action is crucial. Your page’s call to action leads, instructs and inspires your site’s visitor to complete the desired action, whether it be to schedule an appointment or call for more information. For optimal SEO, every page on your HVAC site should have at least one call to action. It should be easy to find and conveniently located within your page to maximize usability and task completion.
Your company website is a reflection of the business itself. Your design should represent your HVAC company’s personality. If your HVAC business focuses on commercial service, you want a professionally presented site with a lot of structure and uniformity. However, if your company has a laid back approach, you may want to use a broader color scheme or more vibrant design elements.
Badges, Accolades, and Testimonials
You work to get certifications and certificates that set you apart from your competition. Ensure that your site visitors know how skilled you are by displaying badges and accolades prominently with links back to the original site. Social proof not only communicates your abilities to prospective customers but provides outward lining opportunities to reputable sites within your industry.
Testimonials also help promote your company by providing positive real-life experiences to your visitors and potential customers. You can display testimonials on your HVAC website and your Google Homepage to encourage searchers to choose your company.
The best way to hold user attention in today’s online landscape is with multimedia content, including videos, PDFs, or other interactive options. Along with providing backlink and sharing options that boost online trust and reputability, these additions create a better user experience, leading to lower bounce rates and higher conversion rates. Multimedia content is also perfect for sharing on secondary platforms such as YouTube or social media, providing backlink and distribution opportunities. A company video, for example, can be added to YouTube and your site, then linked to Facebook, Instagram, and other platforms for maximum reach to potential clients.
To rank on search engines, you must optimize your site for mobile use. Mobile optimized sites provide the viewer with the most critical information while hiding graphics, animations, and other secondary elements that could create longer load times. Like mobile optimization, responsive design adjusts your content for the screen used to view it. Responsive sites manipulate information and graphics for the best view possible on smartphones, tablets, laptops, or desktops.
Local SEO for HVAC
The key to website success is local optimization. When your local HVAC SEO is in good shape, your business appears in “near me” and map searches, which are crucial for generating new business in today’s world. Local optimization is achieved through multiple tasks and techniques and can offer the boost you’re looking for to outdo your competition.
Local Business Citations
Citations are listings or mentions in other locations throughout the web that help build trust and recognition. When using Google to locate a service or product, we have all seen the search options that boast the “10 best professionals” in your field. These are citation sites and can help boost your site’s ranking when appropriately used. Local directories such as Angie’s List, Yelp, and HomeAdvisor are all noteworthy directories that provide useful citations to boost your SEO.
One way to boost your local SEO efforts is by ensuring your NAP, or Name, Address, and Phone are consistent throughout the web. On each site that your business is listed, your company name and contact information should be the same. NAP consistency helps Google and other search engines easily pair your location with your other business listings, which improves your credibility and online clout.
Google My Business Optimization
When searchers perform a branded search or a search of your company name, Google typically shows your knowledge graph. You find details like contact information, reviews, ratings, hours, and location within the knowledge graph. You will also find links to company social media pages, directory listings, and other secondary business mentions. Your Google Business Page is crucial for top rankings. The information entered into your Business Page will allow Google to index your company according to services, location correctly, and other details to ensure productive searchability.
In the past, a static list of your service area was enough to let searchers know where you provide services. Today, however, optimal SEO is achieved by adding city pages focused on each city that your company serves. These pages are optimized for the services and location and are typically brought together by a linked list on a top-level ‘Areas Served’ page. Correctly optimized city pages allow Google to index every area your HVAC company serves readily.
Your HVAC site should ideally include a city page for every large city your business services. They should be complete with unique content, images, and SEO elements and provide a clear overview of your company’s offerings. Title tags should be used within the content and include a top keyword and a location tag to give optimal indexing to the specified area. This way, when users perform a location-based search, such as “heater repair in Palmdale, CA,” your Palmdale city page is displayed in the search results.
On-Page SEO for HVAC Companies
When a searcher enters a query, they are not usually taken to a website’s homepage but instead to a page within the site that presents the searched information. But how do search engines know which pages have the right content? On-page SEO provides Google with clues about each page’s data, displayed through images, bullet points, headers, and other styling and formatting techniques. Google uses these details to determine what type of content is available on your site and where you’ll rank on SERPs.
Within your content, your keywords should be strategically placed and naturally flowing. They should be present in the general content and the headers, image captions, and lists for optimal referencing during search queries. Remember, the more relevant and more frequent your keywords are, the more likely Google is to display your content when users include the word in a search.
While using main keywords such as HVAC repair and HVAC installation is essential, you should also use more specialized secondary keywords in your content. These keywords provide more description and are more likely to provide high search rankings when users perform specific service or product searches.
Title tags are crucial for proper on-page SEO and provide Google with an overall description of your page. Tags are found in search results as the query title and at the top of the page when clicked. Keep in mind that your title tags should be short and concise, having a max of 60 characters to display as they should. It should be descriptive and include the primary keyword as well as a location or brand tag.
When users perform a Google search, the displayed results include a short snippet of information that paraphrases the content. The snippet is called the meta description, and Google uses it to index your content topic correctly. When creating your meta description, you want to include a primary and secondary keyword, if possible, and contact and brand information. The full spectrum will help Google connect your content with your site, helping boost your rankings. However, make sure to keep your meta description under 160 characters to prevent being cut off.
Header tags are used in content to separate different thoughts. Multiple headers’ styles and sizes can be used when laying out your content and can provide title breaks and content dimensions. When arranging your content, using header tags can help Google correctly index each paragraph’s topic on your page.
Strategically place header tags within the content to emphasize independent ideas and new thoughts. They should have between 20 and 70 characters for optimal viewing and indexing. Your HVAC web page should combine H2 and H3 header tags to distinguish between main ideas and supporting thoughts. Headings help Google and other search engines accurately index your content and focus on search rankings.
Your URL is your exact web address. Because Google uses your page URL to index your site and as a displayed object on SERPs, it’s vital to create it correctly. A useful URL will state the content clearly and use a top keyword that relates to the topic. Many sites have not optimized their URL slugs and end up with slugs that make no sense or are hard to understand. An air conditioning repair page might have a URL slug of /air-conditioning-repair for a useful URL slug. Google uses bots to crawl every site when users perform a search query. These bots use URLs to correctly and quickly index your HVAC site’s content.
Image Alt Text
Images can significantly improve your SEO efforts, but only if used correctly. While captions and image titles are important, Image Alt text is crucial for Google to index your image content correctly. As search bots crawl your site, they index image subjects as well as image content. When your image has appropriate tags and descriptions, Google can quickly tell what it’s about, leading to possible better rankings.
Other SERP Ranking Factors
Google and other search engines use various information and details to provide helpful search results for their users. While on-page and site-wide SEO is crucial, other factors also weigh into your business’ ranking. A collection of elements influence SERP position instead of a singular tipping point.
Your site and domain age are also factors that Google considers when presenting search results. A site that is ten years old is more established than a site that is six months old and will hold more clout on SERPs. It’s essential to keep your domain once you have one. A well-established domain displays a reputable web address and not a “fly-by-night” site that helps with ranking.
Reviews are also a deciding factor with SERPs. As your clients leave reviews of your company on different platforms, Google indexes them as reputability. Reviews also display on your Google knowledge graph, showing prospective clients what level of quality they can expect from your company. The knowledge graph displays many more review types than Google alone, so it’s vital to encourage your clients to complete reviews on multiple platforms such as Facebook, Angie’s List, and HomeAdvisor for comprehensive coverage for your HVAC business.
Multiple Types of Reviews Can Appear on Google and Can Boost SEO.
Your business location is a crucial deciding factor in your SEO development. In large cities and metro areas, new or less well-known sites will have trouble competing with larger companies and sites for top keywords. In this case, utilizing secondary keywords can give your site the boost it needs.
Analyzing SEO Success
As with any business plan, your HVAC SEO should have a set method of analytics to ensure its effectiveness. Luckily, Google and many other programs offer helpful tools for measuring your SEO success. Google delivers first-class analytics that is easy to read and transfer so you can create useful and productive progress reports.
With your Google My Business account, you can access Google Analytics to help track your site’s performance on Google. These metrics give a clear picture of how your site is doing and what can be improved. Each metric delivers valuable information on keywords, customer conversions, and even image reaction.
Along with Google Analytics, platforms like SEMRush, Moz, and CoreMetrics provide helpful metrics and analytics that judge your marketing plan’s effectiveness. No matter what platform you use to measure your SEO plan’s success, it’s essential to keep track of benchmarks, shortcomings, and other details to make effective adjustments.
Each component of effective SEO plays a part in the indexing and tracking of your site by Google and other search engines and will decide where, if at all, your site shows on search results. Therefore, an efficient plan, implementation schedule, and analytics method is crucial for business success in the online world.
The HVAC SEO Experts
A well-performing website is crucial for business success in today’s landscape. When your HVAC company has a website that doesn’t get the attention it should, call the HVAC Webmasters team to help. We provide a comprehensive assessment of your website and web presence and offer realistic techniques and methods to boost your online reach. Our experts are trained and certified in website creation and SEO to ensure your website gets the recognition it deserves, and you get the leads you need. Our experts walk you through each step of your service, explaining techniques, styles, and other details to ensure you are always in the loop and can see the progress that your site is making.
Site Creation and Management
Regular website updates are crucial for optimal ranking along with well-written, relevant content and design techniques. Websites must publish and adjust content must regularly. Updates satisfy Google’s freshness algorithm and prove it can offer helpful information to searchers. Our experts provide regular content, image, and coding adjustments to ensure that your site is optimized effectively. We provide regular blogging services and content update and revision services to ensure that your site is always fresh and up to date.
Social Media Management
In today’s business world, social media plays a crucial role in reaching prospective customers. In fact, on average, people spend more daily time on Facebook and Instagram than they do eating. If your business doesn’t have a social media presence, you are missing countless engagement opportunities. The HVAC Webmasters professionals will monitor and manage your social media accounts so you can be sure that your audience is receiving current, exciting content that generates consumer interest and action.
Identifying these three fundamentals as the basis of a successful home service company, Nolen Walker transitioned his business into a digital marketing agency. Why help only himself rake in profits on home security when he could help a great deal more contractors. Since he was friendly with many heating & cooling business owners, he formed a brand known as HVAC Webmasters.
Because of his access to HVAC contractors, it was easy to get started marketing on their behalf. Once they saw that the results were so positive, the brand expanded even further. Today, there’s a line out the door for HVAC companies hoping to get onboarded to HVAC Webmasters. The results are self-evident, but a contractor must first fail before realizing the true importance of marketing, especially in 2021. If marketing exists and sales follow, everything else falls into place without extraneous effort. Examples of “all else” include:
If you fixate on marketing as the basis for your understanding of business, the other aspects are easier to figure out—the principal reason why is money. Marketing leads to sales which leads to financial gain. With more money, more resources become available. Everything from buying more HVAC trucks to hiring more technicians becomes plausible. And all of these things seem to fall into your lap when money is streaming in.
Trying to do any of these things without the consistent flow of sales is effectively impossible—the absence of marketing onsets the presence of bankruptcy. The concept might seem overly simplified, but simplicity is underrated in many cases. If you can run your heating & cooling business without intolerable stresses, you are winning at life in more ways than one. The team at HVAC Webmasters can help you get there if you buy into a marketing-first approach.
Every HVAC Contractor Needs Marketing
There’s a considerably wide range of HVAC contractors. There are 2nd and 3rd generation workers who have inherited businesses from their legacy. There are brand new “green” contractors getting into the industry as a vocation of their own. Several contractors fall somewhere between those extreme ends of the spectrum. The commonality between all of them is their imperative need for marketing. We’ve worked with individuals and teams of all kinds.
Legacy Contractor: A 2nd, 3rd, or 4th generation contractor
New Contractor: A brand new contractor who is starting their career
Of course, not every marketing strategy will be the same. But a company like HVAC Webmasters tailors marketing campaigns to fit the specific circumstances of the client. For example, a 3rd generation company heir is unlikely to need a domain name since they’ve had one for years. As a result, their site should also rank more quickly. Conversely, a brand new HVAC company will need a brand new domain and could take longer to establish ranking. That’s how it is, and that’s how we handle it at HVAC Webmasters on a case-by-case basis.
What HVAC Webmasters can provide
Our team does many quality tasks to send strong signals to Google that your HVAC company deserves recognition on search engine results. Tasks sometimes allude to Google Maps listings, social media profiles, or even business citations (NAP). The basis of any of these results, however, is a strong push for organic SEO. To become optimized online, you will need a custom website for your HVAC company. You will also need strong content writing, PPC, reviews integration, and much more. The primary advantage of going with HVAC Webmasters is that we can provide each of these things for you at an affordable price. Some of our signature services include:
There’s more to marketing than meets the eye, and SEO is an ongoing process that doesn’t rest after initial onset. Optimization is consistently evolving because Google’s algorithms are constantly improving, getting more intelligent, etc. The goal of HVAC Webmasters is to keep pace with Google and help you deliver the most outstanding experience to visitors. To be clear, visitors enter your website and Google My Business profile, social media pages, and other web entities. When a consumer with pre-existing knowledge of your company performs a Google search, you want the results page to be branded in your favor. A results page like this is known affectionately as your Google Homepage. Since a website is no longer the only digital entity representing your brand online, you have greater responsibility for diversity in your web presence.