Why SEO Is Essential For HVAC Lead Generation
Trying to do SEO without proper lead generation in mind is like ignoring customers when they email you or walk through the front door. You’re missing a big opportunity to convert.
Think about it. Imagine that the number of users arriving at your HVAC website jumps from 100 per month to 10,000. Are you going to ignore them?
Well, you will if you focus on traditional link building and site optimization. Customers will arrive on your website because it ranks high in search results, but they won’t do what you want them to do, like order services. Hence, you could be watching thousands of dollars unnecessarily walking out of the door.
Many HVAC firms focus on SEO at the expense of lead generation. After all, 93 percent of online shopping experiences begin with search engines.
However, you shouldn’t be among them. Search engine optimization needs to be something you use to attract high-quality leads who stand a chance of converting.
How To Generate More HVAC Leads With SEO
Increasing HVAC leads with SEO is something any firm in the industry can do. You just need the right strategy. This section describes what you need to do.
Identify And Describe Your Ideal Lead
The first step is to define the type of customer you want to target. For example, your ideal lead could be:
- An enterprise operating in an industrial sector that requires ongoing climate and temperature management
- Landlords looking for contractual agreements to maintain multiple air conditioning units in an apartment complex
- Wealthy residential homeowners looking to install HVAC units in older properties
Make sure you create detailed personas like the examples above. Don’t try to sell to everyone. You want your website to appeal to the right person at the right time.
Look At What Your Competitors Are Doing
The next step is to look at what your rivals are doing. That’s because you don’t need to reinvent the wheel with SEO. With the right analysis, you can see what’s working and what isn’t and adjust your strategy accordingly.
You can view your competitor’s SEO strategy with free tools, but it is much better to go to a professional. They can tell you where traffic is coming from and which approaches work.
Audit Your Content
After that, look at your content and ask whether it serves its purpose. Check its strengths and weaknesses, and improve it if necessary.
Remember, your HVAC content should:
- Appeal to your target audience
- Work to move leads along the sales funnel to conversion
- Contain the information your target audience requires to make a purchase
To ensure your content is of a sufficiently high standard, you should:
- Eliminate any content that doesn’t align with your HVAC brand or audience
- Add content that deals with issues that interest your audience
- Improve pages with high impression numbers, but few conversions
- Measure the most engaging content for leads so you can write more of it
- Find ideas for future content pieces that will appeal to your audience
Flesh Out Your Content Strategy
Once you have a good idea of what type of content your leads want, the next step is to write down your content strategy. Knowing what you need to write makes it more likely you will adopt a plan that works.
You can get an idea of what your leads want to read about using keyword planner tools. These display lists of keywords related to a pillar keyword.
You should also use your common sense. Which content would interest the type of HVAC leads you want to attract?
Find Keywords That Turn Visitors Into Leads
Next, look for keywords that can transform your visitors into leads.
Many people arriving on your website won’t be leads immediately. However, you can transform them into prospective customers by creating content containing the right keywords.
HVAC firms should write content around the three main stages of the lead funnel: awareness, engagement, and conversion. Good keywords to target in the awareness stage would be things like “HVAC company reviews,” “what type of air conditioning is best?” and “ducted or non-ducted HVAC.” By contrast, you might target “air conditioning discounts” or “who is the best person to install an air conditioning unit?” at the engagement stage. Lastly, you might want to be even more sales-focused in the conversion stage by targeting “air conditioning installers near me” or “HVAC servicing prices in New York.”
Once you have the keywords you need, you can begin crafting content for your customers, depending on their stage in the marketing funnel. You can also include bespoke calls to action to push leads toward the next step.
Write New Types Of Content
When creating your content, avoid the temptation to write nothing but blogs. While long-form content has its place, the HVAC companies that stand out most are those willing to experiment with other formats.
For example, instead of just describing your HVAC maintenance services, you could produce a series of videos showing customers what your engineers do. Alternatively, you could create an HVAC installation cost calculator to give customers an idea of how much they need to budget for a new project.
Optimize All Your SEO Funnels
Finally, the last tactic is to ensure you provide a path to conversion for all your SEO funnels. Strategies include:
- Adding landing pages for individual services
- Including long-tail keywords in your content that are appropriate for different parts of the sales funnel
- Adding call-to-action buttons to all your content, pages, and blogs
- Internally linking to blogs that are further down the conversion funnel
- Improving your site with downloadable content, such as instructions for maintaining air conditioning units
Once you put these strategies in place, you will benefit more from your SEO tactics and generate more leads for your HVAC services.