Imagine being a baseball player and thinking you have a great batting average. But…no one is keeping track.
You think you’re batting three-hundred (.300), but in reality, you’re missing 75% of pitches.
Simply put, the batting average is the conversion rate of the player.
Do you know how well your HVAC website is converting?
The majority of people have no idea how well their website is converting, and they’re losing out on opportunities to find new customers.
Measuring and optimizing the conversion rate can help bring your HVAC business a steady stream of new leads.
Luckily, measuring a website’s conversion rates is not that hard to do. There are several different tools that can help, including call tracking software, online forms, and Google Analytics.
Call tracking software, such as CallRail is used to track how many calls your business receives from people who visit your website. Some call tracking software will even track how many calls convert into actual paying customers.
Online forms can easily be placed on your existing website and can be used to gather customer contact information, including email, phone number, and mailing address. Placing a form on your website can be used to measure how many visitors to your website are potentially interested in a follow-up.
If you’re searching for something a little more technical, look no further than Google Analytics. Google Analytics offers tracking of website traffic, along with any advertising return on investment (ROI).
So, how do you optimize your conversation rate?
Let’s look at the top 5 ways you can easily optimize your website’s conversion rate.
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This might sound like a no-brainer, but you’ll be surprised how many businesses forget to list their phone number or display it in a very small font at the bottom of the page.
Display your phone number prominently in the right corner. Make sure it can clearly be seen in both desktop and mobile viewing modes.
When a customer is searching for HVAC services, it’s usually due to an urgent situation, such as an AC unit malfunction or a heater that suddenly stops working. So, make it easy for your customers to pick up the phone and call you.
Finally, make sure someone is available to answer the phone!
Read about the Top 5 Elements of Great HVAC Websites!
Your website should have a headline that clearly states what you do, and it should be placed at the top in the center of the page.
So, HVAC services should have a headline like, “HVAC Repair in Cincinnati”. Even better if you can make it more specific and focus on your specialty.
Let’s say you focus mainly on air conditioner services; then consider using a headline like, “Top-Rated AC Repair in Arizona”.
Just remember to state the service you offer and your location (i.e. services + location).
Adding a headline also helps with on-page SEO.
Learn more about On-Page SEO Basics today!
Always include information about your HVAC business.
As mentioned above, most people searching for HVAC help are in some sort of urgency, so they don’t need to be sold on your services. They need to be sold that you’re the right company for the job.
The About Us section is a good place to talk about your qualifications and how many years you have been doing business in the HVAC industry.
If you don’t have that much experience or are just starting out, focus on talking about your team of experienced technicians and fleet of work vehicles. Mention the quality brands that you carry and the equipment used on the job.
It’s also a good idea to include images of your team and work vehicles. This will help gain the trust of new customers.
Just starting out? Read about the best marketing strategies for the first 18 months.
Provide evidence on your website that you’re a trustworthy company and customers should hire you for HVAC services.
Social proof can consist of a few different categories, including reviews, awards, and distinctions.
Social media can be a powerful tool in not only your marketing strategy but also displaying your reputation by allowing past customers to leave reviews. Choose some of the best reviews and highlight them on your website. This is particularly important when trying to convert potential customers into paying customers.
Some awards and distinctions come with a seal or icon that your business can display on the website. This will show customers that you have been recognized for your hard work.
Learn how to use Location Pages to Rank Throughout Your Service Area!
The One Second Test
Finally, once you have made the above changes, make sure your website can pass the One Second Test.
In other words, a visitor needs to know what the website is about in less than one second. They should be able to know that you’re an HVAC company specializing in AC or heating services and the location.
So, make sure your headline is clear, images are relevant, and contact information is highlighted. This should be the same on both desktop and mobile viewing mode.
You can test your website by using your friends and family. Send them a link to your site and ask for feedback.
Now that you have optimized your website’s conversion rate, your business can continue to grow to new heights.
At Proven Marketing Now, we can help determine the best marketing strategy to help your business grow. Contact us today to set up an SEO audit!