Your HVAC company’s website should paint your HVAC business as a trusted industry authority by attracting potential customers and serving as the best source of answers to their questions.
But many HVAC companies have a difficult time converting their website into a effective lead generation tool.
There are countless reasons why a particular HVAC business website might be failing to bring in new customers. Often, a HVAC company does not really understand how a search engine works, or how a potential customer conducts a search on Google to find HVAC companies, which can reduce the visibility of their website in the SERPs.
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There are HVAC companies that have discovered how important content is for digital marketing in the HVAC industry, but sometimes they they get hung up on what to write about, and can resort to publishing content that has little value for a potential customer.
Step Inside the Minds of Your Potential Customers
The key to creating the most effective, relevant content for your HVAC company’s website is to step into the mindset of your potential customers.
Consider the questions that your potential customers ask your staff most often, as those are likely the questions they would also be asking Google as they research heating or air conditioning issues. Answering these questions will provide valuable insight into what your readers are looking for, how your HVAC company can address their needs.
This strategy outlined below can help you identify, gather, and develop content about the information that your potential customers value most, which Google will then most likely display in search engine queries.
This is how we do it:
Start by brainstorming questions and topics that relate to your HVAC business’s Service Areas
If you have just begun the process of researching and creating content for your website, you might feel challenged by choosing what topics to post about. It is very helpful by starting with broader topics relevant to your HVAC company’s area(s) of service.
For example, a an HVAC company in Virginia might begin by listing related topics like:
- HVAC tax rebates in Virginia
- Keeping cool in humid Virginia
- Air conditioner replacement
After listing out the broader topics, consider related phrases and keywords that your potential customers may be using when they search for answers on such topics.
When you’re doing this, keep in mind that the questions of potential customers are getting increasingly complex as the supporting search engine technologies are becoming smarter and better at answering these queries.
Sometimes they aren’t searching for a HVAC company (yet). They could be searching for things like, “How can I make my AC stop breaking down for free?” or “What are some tips in helping your AC keep running cooler?” instead of “HVAC company California.” In general, people tend to type like they speak, and we find them asking very detailed and specific questions of search engines.
Potential customers also might be searching for answers to specific questions, like:
- Should I choose mini-split air conditioning or central air conditioning?
- How can I correct a refrigerant leak?
If you’re still struggling to come up with a list, check out “How to Do Keyword Research For Your HVAC Company Like a Boss”
Consider Related Search Terms
By now, your list probably contains a combination of short phrases, keywords, and questions your prospective customers have asked you.
Now continue to expand your list by considering terms related to the keywords your potential customers may be using for search queries. Maybe your customers don’t know the technical lingo you do, so identifying synonyms and related terms can greatly help you identify the kind of terminology potential customers use to search for you.
Google has two convenient features that will help you in identifying related terms: “searches related to….” and “People also ask”.
Take for example a HVAC company specializing in insulation. Here’s what you might see if you searched for “Insulation Virginia.”
Example: “Searches related to” section in Google search results
“Virginia insulation requirements,” “spray foam insulation in northern Virginia,” and “Virginia attic insulation requirements” are just a few of the potential topics that a HVAC company could add to their expanding list of customers concerns.
Now, you can search Google for these topics and you will discover even more specific keywords, phrases, and potential questions that you can add to your list.
Check Out What Your Competition is Doing
With an established list of questions, ideas, and topics, now you can research the other HVAC companies appearing on Google for those specific keywords and phrases.
If your competition is ranking well for certain queries on the SERPs, look into what kind of content they have published on their website for those specific topics. Most likely, the content is informative and relevant to answer specific questions potential customers may have.
Now, I am not suggesting you plagiarize the content of your competitors, but rather to survey the field in order to make an educated decision about how you will address the same questions and topics.
Even if the competitors are already covering the same topics or questions, there are always ways to take your own unique spin on the subject that develops the strength of your HVAC company and captures its personality to resonate with ideal customers. Look for ways to improve upon what they have done, add value to it, and make it your own.
Publish High-Quality Content That Addresses the Concerns Of Your Potential Customer
So now you know which issues a potential HVAC customer may be searching for. You have just taken the first step. Now, you must apply that knowledge to compose and distribute high-quality content that addresses those questions and topics.
Think about the list you have developed and plan out what kind of content will help address those topics and how you will create those posts and pages. Stay away from cramming keywords awkwardly into your site’s content. If you are publishing content that is true to the needs of a potential HVAC customer – the right keywords will appear organically within your content.
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