HVAC Website Design – Does Your Website Scream “Look at me”?
It should scream “Look at This” if you want visitors to pay attention to your message
Question: Has the HVAC website design industry learned anything from the lessons taught during the golden ages of television advertising more than a half a century ago?
Are you old enough to remember the first time you saw a show broadcast “in living color”? Suddenly, it seemed, creativity had no limits and anything was possible.
Since the beginning, slick presentation on your television or contractor marketing website has never been enough – Sure, we can try and temporarily “subdue” our visitors into submission with celestial images, awesome sliders, flashy banners, and other overly-indulgent distractions.
It’s clear messaging and content, however, that will rule the roost. Specifically, engaging and compelling content. Have you ever read every page and every word in a boring and stale 400 page novel?
Neither has anyone else.
Have you poured over every word of an enticing and well written story that refuses to be put aside?
Of course, we all have.
Do you remember a single image in the entire book? No, probably not. It simply wasn’t needed because the writing was so compelling. Here’s the point – if you have amazing content and no images, you could still make sales.
On the other hand, images with no written content would be a giant ZERO for your pocketbook.
For me, skillful design with lackluster content is like a joke with no punchline…
You’ve got my attention but now what? And yes, evolutionary web design is exciting and requires true craftsmanship. But engaging, emotionally-whipped content that touches my heart and soul is like a proposal from your life-long soul mate. Now is your only chance so pull out all the stops.
And yes, your website content absolutely must be presented in interesting and creative ways. But do we go to websites to learn how to solve problems, or to be enraptured by the latest, enticing design trends? (Sorry, but you creative types out there are excluded from that survey question)
If an HVAC website screams “look at me” instead of “look at this”, it needs a makeover.
This temporary trickery is doomed to failure. Where or what is your message? What is your unique selling proposition? Where is your compelling offer? Why should I stick around for 10 more seconds when there are plenty of website like yours (or better) practically clawing for my attention?
The average contractor spends his/her time servicing customers and fixing things, not studying the finer elements of website design and visitor conversion possibilities. But from a marketing standpoint, this is the single most expensive mistake you can make.
Now is the time to study your HVAC website design with a critical eye and see if you are answering these questions that every visitor to your website is asking:
1) Can you solve my problem?
2) How will you solve my problem?
3) How soon will you solve my problem?
4) How much will it cost me?
5) Can I trust your company and staff?
6) How are you different and why should I care?
7) Do you have any super compelling deals for me?
8) Are your services risk-free?
9) What forms of payment do you accept?
10) What do I do next?
Here’s a sad fact; if you fail to answer any of these questions for your visitors, your conversions will suffer, and badly. But here’s the good news – no, the GREAT news… answer each of these questions and your visitors will convert like crazy. I’ve seen conversions increase by up to 700% when this is done right.
Now many of these questions can be answered with simple and properly placed trust signals, like the BBB, credit card and Angie’s List logo’s.
But for the rest of their questions, you will need to craft interesting and compelling text to help alleviate fear and build trust. Just use simple, everyday language that speaks to your visitors, not AT them.
Don’t say: We service all of your commercial and residential needs 24 hours a day, 7 days a week.
Say this: We know your air conditioner doesn’t operate on a schedule so call us anytime you need us and we’ll be right there. 24/7/365, guaranteed!
We’re taught that visitors have short attention spans….
…but I dispute that contention. What we have absolutely NO time for is condescending drudgery.
This is what condescending drudgery looks like:
(Your company) is the number one provider of air conditioning, heating, and repair services in the greater (Your city) area. We take pride in our work and always strive for the best possible service available. Our equipment is of the highest quality and our technicians are the best trained in the industry. We, us, ours, etc, and on and on and on….
Instead, provide your visitors with skillfully written, insightful and emotional stories that build trust. Talk to them in plain, everyday language and inform them how your product or service can improve their life and their eyes are all yours…. for as long as you deserve them.
My wallet’s out and I’m eager to buy, schedule, or subscribe.
Try this instead:
Hello neighbors… My name is (Your name). I like to call myself the “servant leader” here at (your company). My industry, the heating and air conditioning industry that is, spends a lot of time guessing… Guessing what our customers really expect from us, guessing what’s most important to our customers, and even guessing how to price our products and services in a way that makes sense to our customers.
I’m gonna’ skip the part where I try and convince you that we’re # 1 in Florida, how our service is the best on the planet, and how our products are far superior to any that man has ever known. That stuff bores me to tears and, frankly, it’s just not believable. So, I’ll save us both some time and energy and just stick to what really matters.
EVERY website operator needs to master the same skill – creating persuasive content and messaging that converts shoppers into buyers. If you can’t do it yourself, hire someone. It is the best money you will ever spend on your website.
P.S. Get your free copy of https://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.