HVAC Marketing – 4 Reasons Why Your Website is Pushing Visitors Away
Does Your Website Give Your Visitors Compelling Reasons to Stay?
All HVAC contractors need traffic.
The more the better. Right? Well, yes and no.
Yes, because qualified traffic offers you the opportunity to turn visitors into customers.
No, because higher conversion rates can be the equal of 2, 3, or even 4 times as much traffic.
A conversion happens when a visitor takes the next step by contacting you, signing up for your newsletter, making a purchase or whatever action you determine is the goal of your website.
If your website receives 1000 unique visitors each month and you are converting 3%, that means that just 30 of those visitors show an interest in your product or service. If you can increase your conversion rate to 6% this means that you now have 60 chances to turn a visitor into revenue or sales.
Here’s 4 simple steps to double or even triple your conversion rates.
This is known as the 4 step A.I.D.A. design principle.
(Hint – This is especially effective for home service and repair sites, such as HVAC)
1) Attention – Visitors to your web page are looking to solve a problem.
Capture their attention with a tightly focused headline that identifies the problem and the solution to their problem. In the world of HVAC, many consumers are looking to repair a broken air conditioning system.
Here’s an example headline designed to get their attention:
Finally! – An AC Repair Service To Beat The Sweltering Heat & Enjoy a Cool Comfortable Home
Without Risk or Worry
Or, for an appliance repair dealer:
Is Your Dishwasher in Need of Repair?
If You’re Sick & Tired of Hand Washing and Want Sparkling Clean Dishes Again, Here’s How The XXXXXXXXX Rescue Team Can Help You – FAST!
Grab their attention and inspire them to share their contact information or place an order before they leave your website (and probably never come back).
Create a headline that shows you understand their pain and have a simple, cost-effective solution
2) Interest – Once you have their attention, the next step is to create interest.
Do this by talking with them, not at them. Here’s an example of how I do that for my ac repair visitors:
“Dear Neighbor,
Have you ever had to live through a sweltering summer with a poorly functioning (or worse, dead) air conditioning system?
I have. And let me tell you, it’s not fun.
One day, I came home from a long day of work… and was horrified!
The thermostat read 87 degrees. 87! Come on! Can’t a hard-working guy catch a break?!
I dragged myself to the utility room and stared at the hunk of metal that was supposed to cool my home. No signs of life. I checked the breakers, but that wasn’t the problem. I even briefly considered tinkering with the central air unit myself, but I figured I’d end up messing it up worse, electrocuting myself, or both.”
The conversation above goes a little further but at this point, they realize they are in the right place and are in the process of quickly solving their air conditioning problem. The are becoming interested in our service.
3) Desire – So you have their interest. Now what? Build their desire with a compelling offer.
This is the proposal from your lifelong soul mate. Pull out all the stops and make your most enticing offer. Tell them about your 24 hour emergency service, your rock solid, risk-free 100% satisfaction guarantee. Tell them about your A+ rating with the BBB. Build desire by building trust and making an irresistible offer, one that is risk-free and offers a clear path to the solution to their problem:
How would you like to save $50?
For a limited time, (Your Company) will give you a $50 discount on any A/C repair service. Even if it is a minor repair, you’ll still enjoy $50 in savings! No gimmicks, no “some restrictions apply”- your friendly, expert technician will deduct $50 from your total cost when you have us complete a recommended repair!
Remember that each new customer represents a high lifetime value to your business if you can entice them to try you out.
4) Action – Help your visitor understand what to do next and how to do it. Give them a clear call to action:
Don’t spend another uncomfortable day putting up with a malfunctioning A/C system!
P.S. Get your free copy of https://tripleyourclicks.com/hvac-website-design-if-your-website-screams-look-at-me-instead-of-look-at-this-it-needs-a-makeover/
You need to read this eye-opening article if you expect your website visitors to respond to your message They have a crazy-short attention span.
Question: Would your customers respond better using this method rather than your typical approach? What else works well for you? Share your comments now