Putting Your Website to Work Part I: SEO & Content Basics

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Best practices for home performance & HVAC professionals.

Your Buildings Perform. Does Your Website?

An online presence has become a standard tool for HVAC and home performance businesses, as standard as offering a tune-up or having a blower door.

To reach homeowners, you need to provide solutions to their common pain points (uncomfortable homes, high bills, a faulty unit, etc.) and make sure that these potential customers are able to find you. Your website is the first place they turn to get an idea of who you are, what you do and whether you are the right guy or gal for the job. Consequently, how you distinguish your website from the competition’s is what separates the wheat from the chaff, and is what will drive traffic and produce leads you can convert. The two most important ways to do this are:

  1. Increase Traffic: Make sure people can find your website (and that they get to yours before they get to your competition’s).

  2. Optimize for Conversion: Make sure people have a positive experience while they’re visiting your website, so they’ll schedule an appointment with you rather than going back to the search engine to look for another company.

In this first part of our three-part whitepaper, we’ll look at the fundamentals of search engine optimization (SEO) to give you an idea of what it takes to start ranking better in Google for a variety of keyword searches.

Part 2 looks at strategies for optimizing the user experience of your website, while part 3 discusses how website analytics are a key tool to measure your success and provide ideas for improvement.