HVAC Websites – 5 Mistakes That Send Visitors Screaming For The Hills
Here are 5 common errors (and the quick fixes) that could be pulverizing your conversions
By Michael Haines, founder of ACDirect.com
HVAC Websites are a tough act.
They are stubborn, act in surprising ways, and are a great source of stress to their owners. Worse, the cost of the website has little to do with how well they perform.
The problem is not usually in the design or the platform but in the content.
More specifically, the message they convey to visitors.
The good news is, this is the easiest problem to correct.
Here are 5 quick fixes that can improve your sales by between 300%-500% with just your existing traffic.
1. Correction One – Add a strong and compelling opening headline
This is by far the single most important change you can make to improve your conversion rate dramatically. (A conversion happens when a visitor calls or emails you). Studies show you have less than 10 seconds to capture your visitors’ attention.
A strong attention-getting opening headline is the absolute best way to convey your primary message.
I like to add a sub-head, or sub-headline to quickly reinforce the message that your visitor is in the right place to solve their problem.
Like this:
_____________________
Is Your Air Conditioner in Need of Repair?
If You Are Tired of Stifling Heat and Humidity and Long For Dependable Comfort Again, Here’s How The (Your Company) Rescue Team Can Help You – FAST!
_____________________
Here’s another example:
_____________________
Are You Looking For Fast, Reliable Air Conditioning Repair?
You’re about to learn how you can save $XXX with a local, certified, and affordable air conditioning specialist.
_____________________
Get the headline and sub-head message right and your conversions will skyrocket!
2. Correction Two – Dull and lifeless content
This is another gigantic conversion pulverizer.
I use an emotionally appealing copywriting technique known as Symptom-Based Selling. I describe the emotional symptoms the visitor is experiencing (based on the page they are viewing) first and then outline the solutions.
The problem with the more widely used solution-based selling technique is prospects may not recognize the solution because they haven’t a clue how it relates to their symptoms.
If a doctor writes, “We offer the latest in rotator cuff solutions”, the client may think “No thanks, my rotator cuff is just fine”.
But if the doctor were to write:
“Do you have limited range of motion in your arm?
Is it painful to lift your arm over your head? Is normal, everyday motion a constant pain? We offer a variety of ways to relieve your rotator cuff pain and get your life back to normal”.
He has just qualified a ton of potential prospects who answered “No thanks” to his first website pitch and turned them into potential clients. He simply described the symptoms and related them directly to the clients’ pain first, and the solutions to the pain second.
This is powerful and effective!
If I write, “We offer fast turnaround on fan motor replacements” your visitor may not even realize they have a bad fan motor because you haven’t described the symptoms.
If instead I offer:
“Is your outdoor unit running but the fan is not spinning? Do you hear a whining sound coming from the fan and the system is not cooling? You may have a bad fan motor, which is a very common problem. We come prepared and stock all common brands right on our trucks for fast, on-the-spot replacements.”
Then, after the headline, open your content like this:
- Are your electric bills out of control?
- Does your A/C seem to run all the time and still not properly cool your home?
- Have you paid for repairs that didn’t address the problem?
I then outline the solutions we provide and how our repairs and advice are guaranteed to help.
3. Correction Three – Too many competing messages within a single page
if your page is about furnace repair, keep the entire page focused on this one message. No duct cleaning, maintenance offers, or ac repair promos.
Just furnace repairs, that’s it!
__________________________
Competing messages create confusion and indecision from your visitors and will muddy up their thought process
__________________________
In fact, if you are working with a PPC landing page, remove all navigation links entirely. Leave them with the one simple decision. Remember, your PPC visitor typed in a specific keyword that best defined their problem so get to work solving it for them.
4. Correction Four – Weak or non-existent calls-to action (CTA)
A message without a CTA is like a joke without a punchline.
It is pointless and weak.
Create 2 types of CTA’s for your visitors. An email lead-generation box that is placed at the very top of the page, above the “fold”.
Here’s one of many that I use:
Keep this email box simple. No more than 4 signup fields, good color contrast to the rest of the page, and a privacy blurb. Forget the word “submit” in the CTA button.
Quickly outline what they have just signed up for by describing the benefit of submitting the email form, in this case “Fix My Air”.
Another CTA button I like is “Get My Air Fixed & Save $XXX”. Again, this leaves no doubt or confusion what their action is about to lead to and offers 2 powerful benefits for taking action right away.
Then, right after your opening headline and the supporting bullet points insert a well-contrasted CTA graphic that includes your phone number:
Like this:
This will let your visitors know you are serious about helping them solve their problem and makes the decision to take action effortless and enticing.
5. Correction Five – Lack of compelling offers and trust builders
Most of your website or landing visitors have never done business with you or even know who you are. They need to be convinced that you are the best solution to their problem.
For most of us, the lifetime value of a new customer is high and is worth earning with a unique offer. Your initial service call is just the first step in what can be a long and profitable relationship if you handle it correctly. HVAC websites need to move heaven and earth to earn that first bit of trust.
So pull out all the stops with strong, valuable offers!
Better yet, in the coupon itself I like to show a value that equals our waived diagnostic (say, $69) and then include the value of our discount with any paid repair. In this case I’m using $50 as the discount. The total coupon value would be $119 and would include the statement “With Any Paid Repair”.
Most of us already waive the diagnostic/trip charge so by adding these 2 offers together we provide a clear consumer value with little risk on our part.
I like using a coupon offer as I believe we have been conditioned to view them with value and they may help impart a sense of urgency with the expiration date.
Build trust by highlighting your unique promises and special guarantees. List at least 5 compelling trust builders. Also show your A+ BBB rating, Angie’s List Super Service Award and any awards or recognition you have received over the years.
If you are fairly new,, you can have an A- BBB rating within 12 months. Otherwise, beef up your guarantees to offset your lack of longevity.
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 his own HVAC websites, 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.
Please contact us directly at:
407-459-8804 or email info@TripleYourClicks.com.com
