How to Design HVAC Landing Pages That Deliver Customers
Creating powerful Landing Pages using these 8 simple steps….
If you believe your landing pages work, you may need to think again.
A landing page is a website page designed to capture a visitor’s information through a lead form.
Good HVAC landing pages will be targeted to a particular customer need with traffic (normally) driven from an online ad.
Because it is highly targeted, and because it has an interesting service or product offer behind a lead capture form, you will convert a higher percentage of your website visitors into leads that will funnel into revenue.
The most important elements of properly designed HVAC landing pages are:
- A compelling headline and follow-up sub-headline that matches the offer in your online ad exactly
- Compelling text that fully explains the offer in detail
- A strong call to action so your visitor knows exactly what to do next
- Strong and visible placement of your phone number
- Avoid “Commodity Phrases” at all costs
- A “Contact Us” box placed very prominently in the upper right or left of the page, well above the fold.
- Keep your landing pages simple and clutter-free
- Keep paragraphs to 4 lines or less
A landing page is different from your homepage in that it focuses on solving one problem, makes a compelling offer, and then shows the customer exactly what steps they need to take to get their life back to normal.
Don’t expect your website designer to get this right
I have yet to meet a web designer who fully understood the essential elements of well-crafted HVAC landing pages. As a matter of fact, their advice will usually cost you sales. it seems they spend all their time on website development and layout and almost none on the marketing aspects.
Unless you come across the rare exception to this rule, expect to take this important element under your own wing.
Your product or service landing page should always follow certain best practices to ensure the visitors are enticed to call or email you to take advantage of your best offers.
Over the years I’ve tested hundreds of different offers to see what gets the best response from visitors to my websites. Following are the common elements that work every time:
1. Write compelling headlines that match the offer in your online ad that generated the visit.
It’s been said many times by the best online marketers I know that the single most important element of a well-designed landing page is the headline. Think about how you read the newspaper. The strongest, most interesting headlines are the ones that catch your attention.
Newspaper articles feature the best, most concise headlines you’ll ever see. They then follow up the headline with what I call a sub-headline; the explanatory text that cements your interest in reading the story.
Here’s a headline I composed for an appliance repair client:
Is Your Dishwasher in Need of Repair?
If You’re Tired of Handwashing and Want Sparkling Clean Dishes Again, Here’s How the XXXXXXXXX Rescue Team Can Help You – FAST!
What have we accomplished here? First, the entire headline is all about the reader, not my client. The words “your” and “you” are used 3 times. “We”, “our”, and “us” are not used at all.
I simply asked the single most important question every customer who is searching the web for appliance repair has already answered subconsciously. And that subconscious answer is:
“Why yes, how did you know??”
“Because we feel your pain” is the subconscious answer you are offering.
Next, with the sub-headline, we “massaged” that pain a little (but just enough so they know that we feel it too) by describing their discomfort and, most importantly, offering to resolve this discomfort and inconvenience quickly.
Be sure this headline closely matches the ad they clicked to come this page in the first place. My online ad would probably be titled: “Need Dishwasher Repair?” assuming the keyword searched was “dishwasher repair”.
2. Write compelling text that fully explains the offer in detail
Here is where you seal the deal. Write an offer that is compelling and unique so that conversions (a call or an email) will occur at a much higher rate. Don’t be afraid to make strong offers that include a money back guarantee, discounts, and freebies, anything it takes to get gain their trust and show them how good your company is.
Now is the time to pull out all the stops and make your offer so enticing they stop looking and call you.
List your extraordinary promises and guarantees (and yes, they need to be extraordinary). Explain how your pricing is straightforward and fair.
Describe your company’s unique service policies, your money-back pledge, your 24 hour emergency service, your on-time pledge, your “Leave No Trace Commitment”, free shipping and free returns, and as many other unique qualities about your company that customers are longing for someone to provide.
I say “longing” because they are actively searching to find a company that gets it, removes the risk, and allows them to stop drudging through websites and get back to their life.
Now is the time to brag, but only in a way that makes it about them, not you. Make it easy for them and they will make it easy for you.
3. Always Include a strong call-to-action so your visitor knows exactly what to do next
Combine a compelling offer with a strong call-to-action like this:
Try us out right now with this very special introductory offer:
Call us at XXX-XXX-XXXX and save $25.00 off any dishwasher repair PLUS we’ll waive the entire diagnostic and trip charge fee, a $XX.00 value. This is a very limited time offer made only to our web customers so you must act now. The call is free and your satisfaction is guaranteed!
If you feel as we do that this offer is fair and reasonable then you’ll want to act without delay as it won’t last forever. And we think you’ll agree that all of these services and guarantees are offered at surprisingly modest fees.
Don’t forget, we can repair all of your home appliances as well.
The XXXXXXXXX Rescue Team
PS. Call now and we’ll waive the entire diagnostic fee with any repair, plus give you $25.00 off any dishwasher repair. But hurry, this offer expires on XXXXXXXX!
I like to include at least one “P.S.” after the closing just to reinforce the value and commitment we offer “when you call right now.” Simply repeat the most compelling offer or reinforce a claim to be sure they call you and not your competitor.
Be sure to tell them how quickly you will respond to their inquiry and be sure to live up to it every single time. A 30 minute response time will allow you to reach most inquiries; 5 minutes or less will get you near 100%.
Customers feel very comfortable when they are provided with certainty in their business dealings.
4. Strong and visible placement of your phone number
Don’t make them hunt for your number. In fact, do just the opposite. Make it obvious and always in view so that their decision to call is actually influenced by the highly visible phone number.
Put it within the text, at the top of the page and again at the bottom. Even in the “contact box”. This one is so simple but is missed so frequently that I’m amazed.
Here’s a graphic I like to use:
5. Avoid Commodity Phrases at all Costs
These include statements like this:
- We’re Number One
- Quality is Our Specialty
- Honest and Reliable
Customers place no value whatsoever in these general and vague claims. We respond to compelling offers, risk-free guarantees, and clear calls to action. These statements also imply that you have nothing real to offer.
6. Place Your “Contact Us” box very prominently on the page
Also known as a “lead-gen” box, prominent placement of your contact info sends the message to the customer that you are ready and eager to go to work solving their problems. Place your contact (lead-gen) box in the upper left or right of the page.
Here’s a high converting lead-gen box that I use:
7. Keep your HVAC landing pages simple and clutter-free
Keep the focus of the message concise and to the point. Leave out distracting promos or offers that have nothing to do with why they clicked your ad in the first place.
If you pay attention to their current need, they will pay attention to your page.
Remember, our goal is to get them to call or email, not be overwhelmed by gobs of well-meaning offers that do nothing but distract from that goal.
You have an entire website to show off your great offers but this customer clicked on a focused ad that addressed their immediate need so get to work filling that need.
This landing page is designed solely to support an ad that gets a lot of clicks and promises to fulfill a need the customer currently has.
Do yourself and your customer a favor and stay focused on your message, providing a clear solution to their problem, and getting them to contact you, right now.
8. Keep Paragraphs to 4 lines or less.
Have you even been on a webpage or opened a document that is a massive wall of text? This is a personal pet-peeve because I believe that each and every element of website design should focus on the visitor. They always come first.
Keep your thoughts and paragraphs clear and simple. Give users a choice and they’ll take short paragraphs.
Avoid long, run-on sentences and keep your paragraphs between 3-4 lines.
Make everything simple and easy for them and your chances of gaining their trust increase dramatically.
P.S. Get your free copy of http://tripleyourclicks.com/when-it-comes-to-email-leads-dont-take-five/ You need to read this eye-opening article before you respond to your next email lead. They have a crazy-short shelf life.
Question: Would your customers respond better using this method rather than your typical approach? What else works well for you? Share your comments now
This article is written by Michael Haines, the founder of AC Direct, the oldest and most visited HVAC e-commerce site in the country. Michael has generated over $40,000,000 in HVAC revenue using web based marketing from this and other sites, including local service and installation sites.
His websites have generated over 17,000,000 visitors and were featured in the INC 5000 list of fastest growing companies in America, 2 years in a row.
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407-459-8804 or email info@TripleYourClicks.com