Win More HVAC Leads With High Converting Landing Pages

The Benefits of Landing Pages for Your HVAC Company

Let’s talk HVAC. The Internet is amazing. An ocean filled with waves and waves of content, information, and opportunity.

It can also be an ocean filled with distractions.

As an HVAC business owner, this can present a real problem when you are trying to convert leads into sales.

Consider for a moment most HVAC websites, including your own. Your home page, the first, main page of your website probably has sections that go something like this:

• About Us
• Air Conditioning Services
• Heating Services
• Installation Services
• Maintenance Services
• Contact Us
• Chat/Additional Contact Links
• Testimonials
• etc.

If you throw in all of the offers and other services and information about awards and your company, it really starts to add up.

Of course, these links go deeper down still into other areas of your website and can present a bit of information overload, especially if you are dealing with a lead who is simply ready to convert and looking for an offer.

The good news is that there is another way…landing pages.

Your home page and service pages all serve a distinct purpose; however, through the power of a landing page, we’ll show you 7 tips on creating an HVAC landing page that converts leads and produces revenue for your company.

#1 Effective Pieces for Your HVAC Landing Page          

Your HVAC company’s landing page or “Lead Capture Page” needs to consist of a few different parts to enhance your closing rate and create a more effective page:

• Headline/Sub-headline– Inform your leads and capture their attention with a headline and when appropriate, a sub-headline. Attention-grabbing yet informative. Balanced.
• Supporting Image– Visuals sell! A proper, professional photo related to your offer is critical and creates an aesthetically pleasing page without an overload of distractions.
• Description of the Offer– People want to know what they are getting and what they are giving. A brief description will help encourage your target market to complete the next and most important landing page component.
• Information Form– This is the most critical component of your landing page. Capturing additional information is the difference between success and failure here. Whether your offer will simply add additional contacts into your pipeline or close on a hard sell, you’ll need the information of your leads to complete the action and gain the desired result.
• Supporting Elements– This is optional for your page but can go a long way. Adding testimonials, awards, or certifications helps to build trust and adds authenticity to your offer by giving a little extra push to those leads who may be on the fence about completing your form.

#2 Remove Distracting Links from your HVAC Website

This is not the time to have leads moving about your website. Get rid of links to your homepage or other areas of the website.

Keep your leads here and capture the information or book the appointment you are looking for. A simple yet highly important step, considering the entire point of the landing page is to provide your leads with a distraction-free page featuring an HVAC offer to benefit your company and provide them with value.

#3 Match Your HVAC Landing Page and Call-to-Action Headlines

Reduce confusion and keep your pages looking uniform.

Inconsistency reduces trust.

Losing customer trust costs you money.

The last thing you want is for a lead to go from willing and ready to purchase only to skip out because they feel that the offer they clicked on was not the offer they were then completing once they arrive at your landing page.

Furthermore, if your headlines don’t match, it could result in confusion from the lead as they may believe the webpages are mixed up or that they clicked the wrong link.

Keep things organized and diminish these risks.

#4 Showcase the Benefits of Your HVAC Offers

“Finance a Trane XR14 with the new Climatuff® compressor today!”

“See how the new Trane XR14 can help you keep your temperatures low and your energy bills lower, today!”

The second one sounds a little more appealing don’t you think?

By putting the needs of the customer first and showcasing your product or service to provide value by solving your customer’s problem, you’re building trust and increasing interest at the same time.

Be clear, concise, and remember to make it about what your lead will gain rather than your company.

#5 Social Media for HVAC: Provide an Opportunity for Sharing

It’s simple really, the more people your page is shared in front of, the more potential HVAC leads you can gain.

Throw in some social media widgets that showcase the various platforms your company is on and have customers and leads spread your marketing message for you!

#6 Create More Than One HVAC Landing Page

You’ve heard the saying that the first rule of investment is diversification, so invest in your marketing efforts by mixing it up.

The general rule of thumb: more landing pages means more HVAC leads generated.

By providing differing landing pages that each hold on their own, your company will gain the benefits of:

• Reaching far more customers.
• Showcasing various products/services in their own right.
• Distinctly targeting various similar yet unconnected markets.
• Devise campaigns for potential clients that are different stages of the buying process (i.e. a New System Install versus a Spring Tune-Up).

Multiple landing pages give your business a chance to shine in different ways and create more traffic in which to capture a lead or complete a sale.

[idea] PRO TIP:

Proper HVAC landing pages don’t only help you gain leads through collecting data and closing deals. Your HVAC company can benefit from landing pages by ranking higher on search engines like Google due to their ability to enhance your website’s Search Engine Optimization (SEO). SEO is basically a marketing term for measuring how well your HVAC website can be found by people searching for your services online.

To learn more about landing pages click here and review some of what we’ve spoken on, but also how to take it to the next level and improve your company’s SEO. [/idea]

#7 A/B Testing: Track your HVAC Success With Science

A/B testing is a great way to test and measure what works for your landing pages.

In fact, one of the main benefits of creating multiple pages isn’t necessarily the opportunity to create an entirely different offer but rather to create the same offer in an entirely different way.

Presentation counts and how people perceive your company’s offer will go a long way in converting your leads.

Small changes are the key to A/B testing.  Divide your traffic among 3 landing pages, each with a change to the same element (e.g. Change the title of the landing page), and analyze different metrics from each page such as time spent on the page, conversions, scroll depth, etc.

Be sure to play around a bit and fine tune what works for your specific market.

Getting Started on Your HVAC Company’s Landing Page

If you’re ready to start building landing pages for your HVAC company, we highly recommend using Unbounce, and by clicking here you’ll receive 20% off your first 3 months of use.

Unbounce is a wonderful tool that makes creating and maintaining landing pages a breeze.

Don’t have the time? That’s okay too!

Contact the experts at Visibly Connected, a team specializing in lead generation for HVAC companies.

Our creative team possesses the tools and techniques to help increase your lead captures, maximize your advertising budget, and locate customers that are in need of your services.

Learn more by Downloading our free Ebook, The 27 Greatest HVAC Lead Generation Tips, Tricks & Ideas or give us a call today at 281-940-7463 to start getting the most out of your online marketing efforts.