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How to Optimize Your Plumbing or HVAC Website for Maximum Conversion (And The 12 Elements To Help You Do It)

Even a well-known plumbing and HVAC business can have disappointing conversion rates because of their website. Learn how to avoid that from happening to your business.


Laney’s is one of our clients and they’re based in Fargo, North Dakota. They have been in the business for several decades now, so they have quite a strong foundation around town.

In terms of marketing, the company made sizable investments on that front. They had plenty of brand advertising and even had radio and billboard ads.

However, they had a very standard website. While it was not too shabby, there’s nothing excellent about it, either. It was just enough to get them by. 

As a result, their website conversions were below-par. They were averaging only 55 calls per month from organic traffic. And that was only because of their well-known reputation.

Things had to change. And they started working with us.

Laney’s gave us control over the revamping of their website. By just reformatting the website, conversions immediately skyrocketed to 317 calls per month. That’s a 576.3% increase in the number of calls.

But that was just the beginning.

After adding more traffic sources, like SEO, pay-per-click, and running more ads campaigns on different platforms, the leads tracked rose to 930 per month. 

Just recently, they got 1598 leads per month via their online marketing efforts and website. And that is a whopping 2905.4% gain.

It’s clear that all Laney’s needed was a professional touch on their company website. 

After all, every single traffic channel leads to your website. So unless it’s optimized to convert, your marketing efforts will likely go nowhere.

In this article, you’ll discover the 12 key elements to focus on when optimizing your plumbing & HVAC website.


The 12 Elements

Optimizing the following elements will help boost your plumbing & HVAC website’s conversions. Make sure to follow each one through to the end for optimal results


Element #1. Speak To Your Target Audience   

To make it easier to convert a lead, you need to make sure the right type of customers end up on your website. So, create an avatar of your ideal customer and make sure your messaging speaks to them.


You have to know their fears and their frustrations, to start with. Why should they choose you? If you’re able to create your messaging in such a way that addresses their pains and highlights what makes you stand out from the competition, you’re more likely to convert those leads.

Brainstorm all the potential questions that your ideal customer might have and address them on the front page. Take them out of the way as soon as possible. This will make them think, “Oh, this company knows what I really want”.


Element #2. Be Real And Authentic 

Images and videos of actual people, not models, on your website can really help your target audience feel connected to the company. 

You’ll want to create a relationship with your customer instead of showing them that you’re a 100% perfect plumbing & HVAC business that seems inauthentic. And nothing screams authenticity louder than photos of you and your team on your website.  


Element #3. Leverage Video And Multimedia

The amount of potential there is in video and multimedia content for plumbing and HVAC companies is incredible. Yet no one is utilizing it.

So, create some content about your plumbing and HVAC business. For example, talk about your high-tech equipment, your unique selling point (USP), and why you are a better choice for your ideal customer. If executed properly, this can give you direct appointments without any further nurturing.

Keep in mind that you don’t need to hire a production team in order to create website video content. Even your smartphone is enough to create amazing multimedia content.


Element #4. Leverage Social Proof

 Customers prefer to hire plumbing & HVAC companies that are experienced and have great reputations. 

So, make sure to have your glowing reviews on Google and other platforms featured on your website. These can also get you direct appointments.


Element #5. Get The Fundamentals In Place 

There are some fundamental rules for website copy you should keep in mind. 

For starters, put your phone number in the top right corner of your website as the eye naturally gravitates towards that corner. Make sure there is a data submission form available in case a customer is not available to call. You can also add some credibility markers like certificates and achievements from recognized organizations.


Element #6. Clear Call To Action

The next step should be clear to your website’s visitors.

So, always have a clear Call To Action (CTA) on your website that drives them to do an action. It can be to fill out a form, call you, or schedule an estimate, for example.

Make sure to place your CTA at the end of every block of text for them to see and get reminded again and again.


Element #7. Use Special Offers And Coupons

Give visitors an incentive to choose you over the competition. You can offer some attractive deals and packages for first-time customers or return customers, have holiday sales, give out coupons.

Do whatever you think your ideal customer will find attractive. 


Element #8. Optimize Your Website For Mobile Devices

Research shows that about 60-70% of internet traffic comes from mobile devices. That is a huge portion. So, make sure everything on the mobile version of your website is in place to offer a user-friendly and fast experience. 

Don’t forget to ensure all the forms and buttons are functional even on the mobile version.


Element #9. Leverage Chat

Not every client wants to hop on a call straight away. Some people prefer getting in contact with an individual through other means before booking an appointment. 

Make sure to have someone behind the screens who can actively engage and chat with customers. You can have a team member do this or outsource it to a third-party company.


Element #10. Offer The Opportunity To Book Online

Some clients would like to go straight to book an appointment without any human interaction. Fortunately, technology now allows you to do this.

Integrate your website with booking platforms like Service Titan or Housecall Pro. This way, your customers can schedule an appointment with a click of a button. 

Let them get what they want fast and easily. The easier you make it for them, the happier they will be. 


Element #11. Optimize Website Speed 

Slow website loading speed can be enough for you to lose a valuable lead. Always make sure to optimize your website so it loads as fast as it can. Do this for both desktop and mobile versions of your website so that you don't lose any potential customers. 

Having a faster loading website also ranks you better organically.


Element #12. Leverage Automation

Let’s say a lead fills out the form on your website because they want to hire you for a plumbing issue. You need to have systems in place that will ensure that the potential customer is responded to ASAP. This can be through a call from one of your employees, a text, or an email.

Think about what would be going through that potential customer’s mind if they contact you and receive no response. They’ll be highly disappointed, and this lead will slip through your hands. 

Fortunately, you can avoid that from happening through automation. With it, you can even ensure that a lead who gets in touch gets acknowledged immediately even if there’s no one in the office.

Responding to them within the next 12-24 hours keeps them engaged, increasing the chances of a successful conversion.


Use Your Website to Bring in More Customers

As Laney’s example showed us, one of the biggest factors affecting the effectiveness of your marketing is how well your website converts a visitor to a customer. 

Remember, all the traffic you get from your online marketing campaigns leads to your website. That means if your website isn't on the money, you will be missing out on appointments.

That’s how important it is to have an optimized plumbing and HVAC website.

If you’d like to discuss how you can generate better results through your website, let’s schedule a time to chat. 

You can pick a time that works for you now by going to


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