HVAC Marketing – The Only Strategy You’ll Ever Need [2024]

There is only one HVAC marketing strategy that you need in 2024. It’s a simple three-part system that we have tested and proven with companies just like yours.

1. Have A Beautiful Website
2. Run Ads For Immediate Lead Flow
3. Implement SEO For Long Term Organic Growth

That’s it. That’s the whole strategy that we have implemented for countless companies in the home services industry to increase leads, increase bottom-line revenue, and help them scale. 

Keep reading to understand how to implement this strategy for yourself!

Step One: Have A Beautiful HVAC Website

The first step in our HVAC marketing strategy is to build a well-designed, mobile-optimized website that effectively communicates the quality and value your HVAC company offers. 

This website serves as the foundation of your online presence, ensuring that potential customers have a seamless experience whether they’re browsing on a smartphone, tablet, or desktop. 

We focus on showcasing your services, expertise, and customer testimonials in a way that builds trust and highlights why your HVAC company is the best choice in your area. 

By creating a professional, user-friendly website, we lay the groundwork for all other marketing efforts to succeed.

If you already have a website, perfect! You’re one step closer to completing our marketing strategy, skip to the next step.

If not, reach out to 7ten to see how you can get a free HVAC website!

Why Having An HVAC Website Is Important 

Why is a website important? Here are some statistics to illustrate this point:

86% of consumers use the internet to find a local business. This means that without a strong online presence, HVAC companies are missing out on a significant portion of potential customers.

62% of home services customers have a business in mind when they start their search, while 

38% do not and will search online to find one. A well-designed website can capture those undecided customers and potentially convert them into leads.

97% of consumers use the internet to find local businesses, emphasizing the critical role of a website in local marketing strategies.

The statistics are clear, having a well-designed website is important when it comes to marketing your HVAC business and closing more leads.

If you decide to build a website yourself, it’s important to choose a user-friendly web builder like Wix or Squarespace to get started. These platforms are designed with small businesses in mind, offering intuitive drag-and-drop tools that make it easy to create a professional-looking site without needing advanced technical skills. 

With a few days of focused effort, you can have a beautiful, functional website that includes nearly everything your HVAC business needs—like service descriptions, contact forms, and customer testimonials. While these platforms are simple to use, they still allow you to create a polished, effective online presence that can help attract and convert leads.

If you don’t currently have a website, talk to 7ten today and learn how you can receive a free, fully finished website from us!

Basic Web Design Tips

1. Keep It Simple

Avoid clutter by using a clean, straightforward layout. Focus on clear navigation and minimalistic design to make the user experience smooth.

2. Use High-Quality Images

Incorporate professional, high-resolution images that are relevant to your business. Good visuals can make your site more engaging and credible.

3. Mobile Optimization

Ensure your website is mobile-friendly. With 58% of online traffic being mobile, your site should look and function well on all devices.

4. Consistent Branding

Use consistent colors, fonts, and logos across all pages. This helps reinforce your brand identity and makes your site look more professional.

5. Clear Calls to Action (CTAs)

Include prominent, easy-to-find CTAs, like “Contact Us,” “Get a Quote,” or “Schedule a Service.” These buttons guide users towards taking the actions you want them to take.

6. Fast Loading Speeds

Optimize images and reduce unnecessary scripts to ensure your website loads quickly. Slow sites can frustrate users and lead to higher bounce rates.

7. User-Friendly Navigation

Design intuitive navigation menus that make it easy for visitors to find what they’re looking for. Group related pages under clear, descriptive headings.

8. Readable Content

Use easy-to-read fonts and break up text into small paragraphs. Make use of headers, bullet points, and white space to improve readability.

Step Two: Running Ads On Your HVAC Website

Google Ads is the simplest and most effective way to start generating leads in a matter of days. 

Below we will provide a brief overview of the importance of Google Ads and how they work in our strategy. 

Check out our article on HVAC lead generation for a more in-depth look at running ads for your HVAC business. 

How Google Ads Get You More HVAC Leads

Google Ads allows us to effectively “rent” a keyword on Google, such as “HVAC Repair in [city],” and direct the traffic from that keyword to a well-optimized landing page designed to convert visitors into customers. 

This approach enables us to drive immediate traffic to your site, quickly test which keywords perform best, refine your messaging and design, and start adding more revenue to your bottom line in as little as a few days. 

It’s a powerful way to accelerate lead generation while fine-tuning your overall marketing strategy.

Traditional Ads Vs Local Service Ads For HVAC

it’s important to understand the differences and similarities between traditional Google Ads and Local Service Ads (LSAs). Both can be effective, but they serve different purposes and offer distinct advantages.

Traditional Google Ads (Search Ads)

How It Works:

• Keyword Targeting: You bid on keywords like “HVAC repair” or “air conditioning installation,” and your ad appears in search results when someone searches for those terms.
• Ad Placement: Your ads appear at the top or bottom of the Google search results page, and can also appear on the Google Display Network.
• Cost Structure: Traditional Google Ads operate on a pay-per-click (PPC) model, meaning you pay each time someone clicks on your ad.
• Customization: You have significant control over your ad copy, landing page, audience targeting, and budget. You can also test different ad formats, such as text, display, or video ads.

Pros:

• Flexibility: You can target a wide range of keywords and customize ads for different campaigns, seasons, or promotions.
• Broader Reach: Ads can appear across Google’s entire network, including search, display, and YouTube, giving you the potential to reach a larger audience.
• Detailed Analytics: You can track a variety of metrics, such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA), allowing for precise campaign optimization.

Cons:

• Competitive Bidding: High competition for popular HVAC keywords can drive up costs.
• Click Costs Without Guarantees: You pay for clicks regardless of whether they convert into leads or sales.

Local Service Ads (LSAs)

How It Works:

• Service-Based Ads: LSAs are designed specifically for local service providers like HVAC companies. They appear at the top of Google search results with a “Google Guaranteed” badge.
• Pay-Per-Lead: Unlike traditional ads, LSAs operate on a pay-per-lead model, meaning you pay only when a customer contacts you through the ad.
• Limited Customization: Ads are more standardized with less room for customization in terms of ad copy or design. Your business profile and customer reviews play a larger role.

Pros:

• Higher Trust: The “Google Guaranteed” badge increases credibility and trust with potential customers, making them more likely to click.
• Cost-Effective: Since you only pay for actual leads, the ROI can be higher and more predictable compared to traditional PPC.
• Top Placement: LSAs are prominently displayed at the top of search results, often above traditional ads, giving you prime visibility.

Cons:

• Less Control: You have less control over ad customization and targeting compared to traditional Google Ads.
• Limited Reach: LSAs are restricted to local searches and are not part of the broader Google Display Network, so your exposure is limited to specific service areas.

Comparison

• Cost Model: Traditional Google Ads are PPC-based, where you pay per click, while LSAs charge per lead, making LSAs potentially more cost-effective for direct lead generation.
• Customization: Traditional Google Ads offer more flexibility in terms of ad design, targeting, and messaging, while LSAs are more standardized and focused on simplicity.
• Trust Factor: LSAs offer the “Google Guaranteed” badge, which can enhance trust and lead to higher conversion rates, something traditional ads don’t inherently provide.
• Ad Placement: LSAs usually appear at the very top of search results, often above traditional ads, giving them a competitive advantage in visibility.

Which Is Right for Your HVAC Business?

• For Immediate Leads: If your primary goal is to generate direct, high-quality leads with a clear cost-per-lead, LSAs might be the better option.
• For Broader Campaigns: If you want to run broader campaigns that target a wide range of keywords, promote seasonal offers, or reach audiences beyond local searches, traditional Google Ads offer more versatility.

In many cases, a combination of both strategies can provide a comprehensive approach, leveraging the immediate lead generation of LSAs and the broader reach and flexibility of traditional Google Ads.

Step 3: HVAC SEO For Long-Term Growth

To give you a quick understanding, here’s a brief overview of how SEO can boost lead generation for your HVAC company. For a more detailed explanation on HVAC SEO, click here.

When it comes to HVAC SEO (Search Engine Optimization), two key strategies are vital for enhancing your online visibility and attracting more local customers. These strategies work hand-in-hand to ensure your HVAC business ranks well in search results, particularly for local searches conducted by people in your service areas.

1. Creating Service Pages for Each City You Serve

The first essential step in HVAC SEO is to develop dedicated service pages for each city or locality where you offer your services. These pages should be customized to address the specific needs and interests of customers in each location.

Why It Matters: Potential customers often search for HVAC services by including their city or neighborhood in the search query (e.g., “air conditioning repair in [City Name]”). By having a specific page for each city, your chances of appearing in these local search results increase significantly.

What to Include: Each service page should detail the HVAC services you provide in that area, such as AC installation, heating repair, duct cleaning, or emergency services. Mention local landmarks, neighborhoods, or climate conditions relevant to the city, and include customer testimonials from that area to build trust and credibility.

2. Enhancing Service Pages with Geo-Targeted Content and Links

The second crucial strategy is to support these service pages with geo-targeted content and backlinks. This involves creating location-specific content and securing backlinks from local websites and directories.

Geo-Targeted Content: Write blog posts, articles, or FAQs that address common HVAC issues specific to each city or region. For example, topics like “Preparing Your Heating System for Winter in [City Name]” or “Top Air Conditioning Maintenance Tips for Homes in [City Name]” help educate potential customers and signal to search engines that your site is a valuable local resource.

Geo-Targeted Links: Building local backlinks is another key tactic. Reach out to local business directories, home improvement blogs, or community websites to secure links back to your service pages. These backlinks act as endorsements and can greatly boost your website’s authority in local search results.

How These Strategies Work Together

Enhanced Local Visibility: By combining well-optimized service pages with geo-targeted content and backlinks, you significantly improve your chances of ranking higher in local search results. This means more potential customers in your service areas will find your business when they search for HVAC services.

Comprehensive Local SEO: While the service pages capture local search queries, the supporting content and links strengthen your website’s relevance and authority, leading to better overall SEO performance.

Get Started With Your HVAC Marketing Strategy

After reading this article, you should have all the essential tools and knowledge to start marketing your HVAC company effectively. Whether it’s building a strong online presence, optimizing your website for local search, or running targeted ad campaigns, you’re now equipped to take the next steps in growing your business.

If you have any questions about how to implement the strategies we’ve discussed or if you need further guidance, don’t hesitate to reach out to 7ten today.

We’re here to help, and we’re glad to offer our advice free of charge!

Let us assist you in making the most of your marketing efforts and driving success for your HVAC business.