The Hidden Elements of a High-Converting HVAC Website

Elements of a high converting HVAC website that will bring you more leads. Do you have a website? Is your HVAC company not showing up in rankings? You don't think you're as high as you should be on map rankings. We're going to go over some of those today and help you understand how you can show up and what you need to do. And remember, we call it the big show. Guys that are up there, they're the biggest ones in town. They're not up there because they're big, they're big because they're up in rankings. And so don't think that you can't get up in rankings, right? Everybody can. Anybody can. Anybody can get up in rankings. It may sound like something self-serving from us. I see it as digital brand signaling and I see a bunch of really poor managed HVAC web companies or websites around the country that if they just would focus on some things, of course use us, HVAC webmasters and data pants. Let's talk about the elements of it though. So we're going to bring in some elements, show you how you can boost up your map rankings, show you how you can boost up organic keyword rankings, Google, now Gemini AI and Google being chat GPT, being maps. They're an honorable mention at this point. It's still Google primarily, but they basically take all the cues from what we do for Google. That's why we don't talk about them as much. Yeah. And that AI stuff is above the fold now sometimes and it's starting to give us some attention. We optimize for that too. But so guys, element number one, so many people websites misunderstood, so misunderstood. Yeah. I'll start with the guy that doesn't think the website is important. I just want to show up on maps. Nolan, just show me in maps and do your dumb little geek dust stuff on it. Nolan go, go snap those web geeks next and make them work. I know they can do something. I had a guy one time telling me that that he could have guys and Indians out of Mumbai work magic, their magic worker. I'm like, what are you talking about? Yeah, I was like, why don't you call us go have them work their magic, you know, but truth is, as far as works, concerns, American labor, I've tried everywhere, by the way. Yeah. We've tried Ukraine before the war, India, India, India, look now, Mumbai, Romania, Philippines, multiple islands, I presume, all kinds of stuff. So when we say American labor, we're not just doing a raw raw thing, it's we tried it and it didn't work. I believe in American labor, but first I'm a capitalist. Yeah. So if I could have done it cheap and had anybody work with high quality around the country, we would have been made more money and a better deal for stuff. There's nothing to compare the labor, so it's all out of roof. First thing you're going to want to get done. And on some level, if you don't want to use us yet, if you can use us, use us, you don't waste time, life short, Jason, hour over 50, there's a time clock ticking. That he needs retirement. Don't don't screw around just because you're not sure. You go fast, go now. Yeah. But if you can't get a basic WordPress website done, connect it to your Google business profile. Now, if it's basic, I'm talking to you guys. I don't think you need one. It's part of the user experience. Google calls it a user experience. They're going to show the best HVAC company to local consumers. Those are Google's customers. They're not going to show your cruddy website because it's going to make Google look bad. It's going to make chat GPT look bad. It's going to make Google Gemini look bad, map rankings, all of it. Well, I just want the map to show up. Half the people go the map, go the website. The reason the map shows up in large part is because of what's on the website. Don't put up a simple, ineffective website and then wait a year and say, well, the website doesn't. Websites don't matter. They don't really do anything. That one didn't do anything because you didn't do a good job on it. Yeah. I mean, I will say that you got no money. Put up a basic website, get reviews. Yeah. Start to realize. At least start. Yeah. Do something. You're verified. The Google, the map gets verified. You shake a hand with Google. Hey, here we are, HVAC, ABCHVAC. We're in business. It's a cheap website. It's all I could afford. It's bad. But I have faith that if I get this relationship going, that'll be poised to do well. And that's essentially what you need to do. You might get a leader to once in a blue moon around your zip code. Yeah. Because they'll show people. Now, if you get a big enough one, they'll show you all over the Metroplex. The pages on the site. So we go into that. That's part of user experience. Jason just said the pages matter because let's say that you do mini splits. They're not going to show you and map ranking with a mini split page because it's port user experience. I don't even know if you provide the service and simply checking it off on the Google business profile or putting in a bullet list or putting a bullet list is not enough to have a good user experience. Okay. So it makes sense if you're told in plain English like this. It's like, oh, you have to tell them what to do for them to know you do it. I know I know that's like extremely basic to say that. But yeah, they won't guess. Tell them what you do. They know what you did. Make it a good user experience. There's a page. It looks nice. It's coded well. Now you have a higher chance of showing up. If you have less than 40 reviews, you're probably not showing up well in almost any market. But you don't want to let it break or go down even a cruddy one page website because it's connected to the website button on your Google business profile and Google's beginning to trust your brand and minor ways that are going to be helpful for you later. And you want to do this no matter what because this is the biggest show in town. Everybody that you see up there are the biggest ones in town and you want to work on it. So let's talk about optimization of it. What you call SEO. Yeah, something has to be done again. So if the website at some point is going to get redone if you if you lumped in. Yeah. So if you started with something basic, it's fine if that's all you can do right now. But at some point, you're going to need to go to the next step. You'll redo that site. You'll work on it. You might do some citations and domain authority linking. And it begins to get optimized or SEO gets done on it. It's minor stuff. It matters. But as it continues to grow like this, you'll continue to go up and rankings. If you have more than 40 reviews and you're still not showing up in ranking, you need to be bringing a more conservative effort of better digital brand signaling or SEO so that you deserve to show up in ranking. They trust the brand and then the brand has a solid base for a user experience. So if they send anybody there, they're going to have a good time and say, oh, wow, they do the same kind of furnace repair that I have. They look like they're local. They've got good calls to action. Think I'll give them a call. Right. So that's the, you'll start to show up better. I want to stop here and talk about too. We'll talk about data pens in just a second. You know, it's it's important to understand all these elements. It's 70 plus percent of search. So if you don't know, you just don't know. The evidence to you is the largest people in town and top rankings on Google, Bing, and now AI search. Right. And they're up there because they're doing elements of these things that we've talked about. Much more poorly, I might add than if they were to work with us here. Much more poorly. So if you want to beat them, you do a better job. Right. Get data pens. Yeah. You don't cheat. If you if you got a competitor that's always a top ranking for anything around the while, go to his website. If you don't have data pens, you have a way in. I'm going to rant on something for a second that I used to have compassion for. I don't think I have empathy for it nor had I ever. I guess I could have had empathy, but I don't. So just because you got screwed around, doesn't mean I want to hear about it. Done mean I did it to you. Done mean I have anything to do with it at all. In fact, you can look us up on Google. We have unbelievable reviews. It's been 15 years. You can look us up on podcasts, Spotify, Apple, video version, YouTube, meta stuff on Facebook and Instagram, omnipresent. Have our own software, data pens. So if you've been Mr. Anne, call the psychologist before you call Nolan. As I've talked to a hundred people this week and I don't want to hear your trash talk kicking me. I don't have jack shit to do with all these bad operators out there. Right. Nothing. There's a bunch of pieces. We're not one of the bad ones. And we the reason he's saying this is because he's had these conversations a lot over 15 years. Probably the vast majority of our clients call in the first time and they've been screwed over by somebody and they want to tell the tale. Everybody tells the tale. Yeah. But when I was painting curve numbers and tell the paint froze in four Texas to make money to live in a crappy apartment and mowing lawns, nobody came up. The best marketing company in town didn't come up to me and say, Oh, here you go, little Nolan. Here's the best marketing you could have. We're just going to break off some free shit for you. I can just sense your human spirit. You just deserve this Nolan. Now, so people call up crime me. They spent cheap money. Somebody told them well, they said they do SEO and they didn't. I don't trust any of you guys anymore. I said, well, just roll over and quit. Go blow your brains out. Get in a ditch somewhere. Go crawl up in a bottle somewhere and quit. I have an entrepreneur, man. I've been fighting since I could push a freaking lawnmower. So I don't have empathy. I've been through it. But I don't have empathy. I mark it like a madman because I was a contractor in this shit's important, right? And anybody who doesn't believe in it or go for it ain't going to get it. They come with us. I expect them to get dominant. We fight like a madman, but I'm not there to bring someone out of the muck up their own brain and all their other past bad experiences. Don't have anything to do with me. And I do listen a little bit. I don't go off. I went off on some guy the other day. I did. It's like, hey, man, I don't want to talk to you. He's like, he's like, seriously, I was serious. He's like, I don't want to hear you talk about all of you. He said one negative thing after another, right? He was effing Google. I have a policy. They have me there. I hang up on them. Yeah. That don't happen very often. But if they have this and F that fine, you know, and drop F bombs is unprofessional. But sure, I do it every once in a blue moon. But not normally repeatedly when I'm on a conversation with the most professional person, the category that could help me. Yeah. I don't go up to the CPA and say, F, F, this and F that and best tech attorney in town for, you know, I don't go up to them and start dropping F bombs all around them to show my ass and my ignorance. Right. I don't do that. So people that do that typically aren't good customers. You're not going to buy anything right now. You got stuff to work. I don't have nothing to do with me. I've already told I've got you're not you're in the right place. Talk to 40 people. I got 25 more to talk to. You're not in the right mindset. Call me someday. I don't hate on you. Just deal with your stuff. Deal with your shit and come back. You know, and so I'll move on and say one other thing about it. So data pens would develop to send digital brand signaling. It helps you show up in rankings. You're sitting there raising your hand. You're a digital brand. If you'll raise your hand and tell Google that you worked on an M 30 Wi-Fi thermostat or you worked on this type of capacitor or Linux air handler, the Nest thermostat, they'll know everything you do all around town. Yeah. The 40 reviews will go to 400 data pens or 2000. You're going to say something. I'm just going to say data pens every time you do a pen. It's giving Google location information. You're telling them the service you performed. So you're establishing trust and experience, but you're also expanding your bucket of keywords. And so every pen you do hits like 10 different ways to help your ranking. You're raising your hand all over town. This is all you're trying to do. And it takes expertise, but you'll you'll get a data pen 90 seconds out in the field. You open up the app and tag up to six photos. I just worked on a Linux air handler and a Linux M 30 Wi-Fi thermostat. And then you put in a client cell phone number, tag your AC replacement page or your Wi-Fi thermostat page, tag the city you're in and boom, hit pen. It'll automatically text the client asking for reviews, but if they don't leave one, Google gets to see the good work you've done, expands the content, expands trust, helps you show up in rankings. And we love HVAC with data pens, particularly because of brand names. Yeah. HVAC has more brand names that people are aware of. People know the brand name of their air conditioner and the brand name of their thermostat because it's right there in their house and they see it all the time. So you can show up better than the manufacturer's website. So people will say, though, people will say, and that's interesting, the manufacturer's website. I'll stop and talk about that for a second. Google knows whether they're looking for a manufacturer or they know whether they're looking for repairs. If you add the word repair replace installer contractor into it, then they know that they're looking for a local contractor and you'll out optimize the manufacturers. Yeah. As far as what he's saying too, the first thing that people say Jason's like, I just want to show them mapping for five keywords. You're not going to show up on mapping for five keywords. And here's why there are 2,000 keywords, whether you want to believe it or not. Yeah. It's called an entity. Sometimes 10,000. You know, it can be a very large number. It's called the latent semantic index in combined with the Google looking at your entity, which is a bucket of keywords. And as you expanded, it goes into the hundreds. If not the thousands, we've got tons of clients in HVAC to have over 1,000 keywords that are being tracked in the top 100 tons of ones tons of twos tons of threes. Yeah. And so on. But half of all keyword search by Google's mouth is called what they call it low volume or low, forget the name, low value. Sorry. Or is it zero value search? Well, it's half of all words. So, but you don't want the yes, maybe 10 make up half of all search, but another thousand make up the other half. And when they say zero value, by the way, they're talking about zero value for ads, meaning they can't charge for ads for that. Yeah. It's zero value to them, not zero value to you. Somebody has trouble with a certain type of thermostat system, this expensive part, they're going to search that stuff and they do search that stuff. We've got clients that show up for just hundreds and hundreds and hundreds of not thousands of keywords. And you can capitalize on all this stuff. This is exactly what you should be doing. You should be focused on it as soon as you can and then continue to focus on Martin, continue to dominate the area and your phone will ring every day. It's fantastic. It's done right. Nobody's doing it hardly to this day. Yeah. That one I'm cynical about, but glad about you. One of the guys that wants to go fight, go fight, get in ranking, have a great life. You know, guys, we've got tons of videos about this kind of stuff, tons of them been doing this for years. You looked up the other day. How many HFAC contractors there were in the United States? I forgot, 130,000 maybe 90, like close to 100,000, maybe around 100, and how many of you're using data? Oh, like, you know, not that many. Yeah. There's a big chances are you've got a big opportunity in your market to absolutely take because it's a signaling race between everybody in your market. No one signals well. Right. And it's just you shouldn't be spending money on paydads and leads and everything else before this is handled. If you want to search any of this more, I always say probably looking to stuff the last year, YouTube videos, podcasts, so it's more relevant because we've got stuff going back six years, but honestly, some of it's out of date now. Yeah. SEO changes, Google changes, but you can go look us up and learn more. As if y'all ever wanted to use us, we're passionate about what we do. Have people ask, nobody up here, brood, everybody text is nice and straightforward. I know where my money comes from. It's always yes, sir, yes, man, I'm up here. Never change that type of style of service. I say that because there's a bunch of jackasses out there that treat people like they're stupid. Yeah. People aren't stupid. They just know different things. I don't know about HVAC and HVAC guys don't know much about digital marketing. That don't mean you treat people bad. So I'm serious about it. Now the guy yelling at me, man, yelling at me, I don't, I don't sit there and hear somebody call for 20s, freaking minutes about how you got messed around. I could go off for days, weeks about out of the ass whooping. Look at the old podcast. You will hear about it. Well, they don't want to listen to that. They don't hear 99% of what's, I mean, I don't, and I don't, I can share business stories. Had an ex employee crap on my doorstep one time. Crap at the front door. Human turd when I showed up one morning. Old drunk bastards. I know who it was. I know who it was. But what am I going to do? Yeah. Whoops, somebody's asked for crap in on my doorstep. Anyway, yeah. So probably come in a bad day. I'm a bad fire. That's, that's the wrong. That's the problem. People don't leave feeling nice and fluffy. Anyway, guys, call when you're ready. Check us out online. Done this stuff forever. Yes, we'd fight tooth and nail for you. Call us and we'll fight for you. You can get up there. You can do it. We'd like to help you. We'll see you. Take it easy.