Our Proven Formula for Roofers

The number for each option, like Web Design, represents how important the option is to your digital marketing success.
10 - Critical, 0 - Not Important

The ($) represents how much each option costs.
$$$$ - Highest Cost, $ - Lowest Cost

Web Design for HVAC

Importance:

10
$$
You get one chance to look established, trustworthy, and credible online. Our responsive Web Designs elevate your brand, engage your visitors and persuade them to take an action.

HVAC repair and replacement is not typically something a homeowner is capable of doing themselves, so when it comes to finding a qualified HVAC company, most homeowners start their search online. A well designed HVAC website from HLM will make your business look authentic, clearly communicate your heating and cooling capabilities, feature trust signals and of course, an easy way to contact you. First time visitors to your website will take less than half a second to decide to engage with your website or click away, so we’ll make sure in that instant, your website gives them a reason to stick around.

HVAC Marketing - Website Design, SEO, & PPC for Heating and Cooling Businesses - web-design-hvac

Short Term

Our HVAC websites are designed for conversion. For heating and cooling companies that means demonstrating value right away with the right message and offer, and a clear call to action so that even if your traffic stays the same at first, your number of phone calls for service will increase.

Highest

When it comes to digital marketing, an effective website is where you can expect the greatest return on your investment. As a cornerstone to your marketing efforts, your web address is included on every marketing and advertising channel you use, from business cards and truck signage, to paid search, blogs, and social media- directing potential customers back to your website to learn more about your company, your services, and why you are the best choice to perform their HVAC service.

Ready to grow your HVAC business?

Request a Free Strategy Session

Review Managementfor HVAC

Importance:

10
$
Building trust online starts with actual customer reviews. Our Review Management package makes it easy to ask your customers for a review and provides one platform to manage your reviews across multiple sites.

No homeowner will trust a 2-star HVAC company when they could have a 5-star one. Your online reputation affects nearly every digital marketing program, especially organic search results. Every heating and cooling search turns up reviews on Google, Yelp, and several other sources. Reviews are the most common ways people decide to trust your business or compare you to other local HVAC companies. When you have a lot of reviews online, having a few bad ones isn’t the worst; it’s actually expected. What’s most important to earning trust is that you respond to the negative reviews and demonstrate to the public you’re willing to do what it takes to correct the situation. People don’t expect perfection, but they do expect authenticity and your willingness to help them out.

HVAC Marketing - Website Design, SEO, & PPC for Heating and Cooling Businesses - review-management-roofers

Short Term

One bad review with no response can turn away a substantial amount of business. Keeping on top of negative reviews and building positive reviews will help you become the first choice among homeowners looking for HVAC service and repair. And because search engines, like Google, use reviews in their ranking algorithm, it’s critical for both short and long-term SEO you continue to get positive reviews. Every HVAC company needs to have a minimum of five great reviews for Google to even consider ranking them well.

High

A beautiful website can make any business look top notch, so where will customers go to help them decide? A review site like Google or Yelp. Most often a homeowner will just call the HVAC company with the best reviews. With HLM’s review management technology and only 15 minutes a day, capturing more positive reviews than your competitor can increase your potential for leads dramatically.

Ready to grow your HVAC business?

Request a Free Strategy Session

Search Engine Optimizationfor HVAC

Importance:

9
$$
Visibility for your services is key to growing your business online. Our SEO strategies make sure your company reaches potential customers when, where, and on how they are searching for your service.

The HVAC landscape is highly competitive. No matter where you’re located, you’re guaranteed to have a competitor or two in your city. Expand your service area a few miles away from your main office and you’ll find dozens of other HVAC companies competing for customers. Effective SEO strategy for HVAC companies works hand-in-hand with web design to create a visually interesting website with engaging content that represents all your services. Visitors will usually come to your website from a search for one of these services. HVAC SEO optimizes each of your services giving you visibility at the local level and increasing its effectiveness with SEO-related citation platforms like Google My Business and even voice search. Whether you’re in a small town or major city, our all-inclusive approach will ensure your business gets found for your HVAC services on all devices.

HVAC Marketing - Website Design, SEO, & PPC for Heating and Cooling Businesses - seo-hvac

Long Term

SEO increases visibility for your services over time. With HLM, HVAC business owners can expect steady month-over-month gains, but getting to the top of heating and cooling search results will take time. Google only wants to include relevant, useful content at the top of their results, so we continually optimize your website and service pages, sending the right signals to Google that you are an authority in the HVAC industry. With continued management of your SEO form HLM, you’ll see visibility beginning in your local area and expanding outward. This strategy makes your business more difficult to knock out of the top spots once they are achieved.

High

Once you achieve first page rankings, your HVAC company will be the one that is seen as the leading heating & cooling specialist to anyone searching for ‘emergency furnace repair’!

Ready to grow your HVAC business?

Request a Free Strategy Session

Paid Searchfor HVAC

Importance:

8
$$$$
Fast-track your business to the top of search results on Google, Bing, and Yahoo with display ads, PPC, and remarketing. We maximize your ad spend by following the data and adjusting the ad content to get you more qualified leads at the lowest cost per click.

Want to dominate search results for heating and cooling? Paid Search provides a way to show up for 100% of the possible keywords related to HVAC being searched in your selected geography. Unlike SEO, with Paid Search you can fine tune your campaign to be as broad or specific as you want to be; targeting certain demographics, days, times, geographies, devices, and more. And best yet, paid search offers you the flexibility to make changes on the fly and see how they impact your campaign almost immediately.

Unique features like click-to-call buttons, incentive callouts, review ratings, and more, make paid search sometimes more effective than SEO alone; these features are designed to call attention to paid ads over organic HVAC search results - and usually achieve this goal with great messaging and a compelling offer.

Also unlike SEO, Paid Search can specify the geographies you would like your practice visible in. This is the only channel that can guarantee visibility outside your local geography, making it ideal for HVAC businesses in areas where specific pockets of a metropolitan area lack heavy competition or rural areas where it is not uncommon for heating and cooling technicians to drive 50+ miles for a customer.

HVAC Marketing - Website Design, SEO, & PPC for Heating and Cooling Businesses - paid-search-hvac

Short Term

Paid search offers immediate visibility on multiple search engines (Google, Bing, Yahoo) and 3rd party providers like Yelp. There are even features that allow you to “remarket” to previous visitors enticing them back to your business with a compelling message or offer. Remarketing is one of the least expensive components of Paid Search for heating and cooling companies, offering the highest ROI. It not available in SEO marketing.

Medium

Calculating returns for Paid Search is easier than SEO, as platforms like Google Ads are completely transparent on what campaigns, keywords, and geographies are performing the best for your HVAC company. 

Because you pay for every interaction with potential clients, we highly recommend you choose HLM to provide expert optimization of your Paid Search campaigns. Many heating and cooling companies have told us running their own campaigns was a very expensive mistake. Our experts consistently monitor, adjust, and test strategies to provide your company with the most visibility at the lowest possible cost per interaction.

Ready to grow your HVAC business?

Request a Free Strategy Session

Facebook Adsfor HVAC

Importance:

2
$$$
Get instant visibility on Facebook with our Facebook Ads and remarketing campaign strategy. If you have an established network of followers or a service or product that people are talking about, display ads and boosted posts can put your message in front of the conversation.

Paid Social Media Advertising is one of the least expensive digital marketing channels to drive new patient leads to your practice. Like Paid Search remarketing, we can create remarketing campaigns and Facebook Ads to keep your brand in front of the people who have previously visited your website while they are using Facebook.

HVAC Marketing - Website Design, SEO, & PPC for Heating and Cooling Businesses - paid-social-roofers

Short Term

Facebook Ads start as soon as you turn on the campaign and in most cases, gets you immediate results. While the biggest impact is short term, social media ad campaigns can be run year-round as a an inexpensive supplement to your other marketing efforts.

High

As potential customers see your brand featured on Facebook, your brand becomes a familiar name. When those customers need furnace or A/C repair, your company will most likely the one they think of first. Some of our heating and cooling clients advertising on Facebook, have seen their cost per lead as low as 1/10th the cost of leads coming from Paid Search. However, because these remarketing campaigns depend on someone visiting your website first, this channel is only effective if you have a lot of traffic to your website. So in terms of visibility and potential volume of leads, it will be significantly smaller when compared to Paid Search.

Ready to grow your HVAC business?

Request a Free Strategy Session

Social Media Managementfor HVAC

Importance:

3
$$
Be top of mind when someone needs your service. Our Social Media Management keeps your company active on the sites where sharing experiences, recommending local businesses, and sharing information is welcomed.

Because most homeowners will need HVAC maintenance and repair services more than once in the time they own their home, it’s important you build your online, outside of your website, and continually engage your customers. Since Google is placing much more prominence on social signals as an indicator of trust, the more trusted your company is, the higher it will rank in search results. Social media is the perfect place to demonstrate authority and credibility in the heating and cooling field, provide examples of great service you provide, and show your team in and around the community. The more authentic your company can be online, the more trusted your brand will become.

HVAC Marketing - Website Design, SEO, & PPC for Heating and Cooling Businesses - social-media-roofers

Long Term

The value in consistently posting to social media platforms like Facebook is engagement. Engaged customers who find value in your posts will share your content with their networks, turning from a loyal customer into a brand promoter. The best you can hope for is these types of customers will respond to the question, ‘Does anyone know a good furnace repair guy?’ with your name. These types of recommendations are huge when it comes to creating a successful social media strategy and generally do not “just happen.” Creating an audience and keeping them engaged is a long-term strategy that takes time and practice.

Medium

Social media ROI is can be hard to determine. Because social media is largely for promoting your brand, calculating ROI is usually done by measuring engagement. Things like shares, likes, comments, and more. A smart Social Media Management strategy ties together social media activity to website activity through advanced analytical tracking, but that can water down the primary value of social media, which is retention vs lead generation. Deciding what ROI for this channel means to your marketing strategy is key in selecting social media management as something you would like to pursue with HLM.

Ready to grow your HVAC business?

Request a Free Strategy Session

Digital Marketing
Done Right


If you’re ready to take your internet marketing to the next level, schedule a strategy session with one of our small business experts. It’s free to talk to us and not much more to work with us.

To schedule your strategy session, fill out the form on this page, or call (888) 717-4249 now!

4.9 Star Google Rating
5 Star Facebook Rating
10 Best Design - Award Recepient
5 Star Yelp Business
Clutch 2018 - Top Detroit Digital Agency