HVAC Lead Generation Tips for 2021

In 2021, every HVAC business owner will ask the same question; “How do I improve my bottom line and do better than last year?” The answer is quite obvious; generate more leads, get new customers, and make more sales. Of course, the difficult part is implementing techniques that actually produce those results and lead to more profits for your HVAC company.

The techniques we've listed below can help you generate more leads for your HVAC business. Some of these take a bit of time to deliver optimal results, but you won’t regret it when they do!  

Optimize your HVAC website.

This is by far the most impactful step you can take to start generating more leads! Ideally, your website should serve as the primary source for lead generation. In fact, a majority of customers that get converted into sales begin their search for services on a search engine and ultimately use it to go to the website of the service provider. Whether your customers find your site through social media (more on that later) or via an organic search on search engines such as Google or Bing, your HVAC website gives you an opportunity to pitch your services—without you having to lift a finger! In order to optimize your "pitch" to land more leads and sales, you’re going to have to figure out what works best for the visitors that land on your website. 

One of the most accurate ways to measure the wants and needs of your visitors? Run A/B tests! What are A/B tests? In short, an A/B test presents some visitors with an “A” version of your website and others with a “B” version, then tells you which version of your site performed the best. One of the easiest (and free) ways to implement A/B tests is to use Google Optimize and link it to your website’s Google Analytics account. This blog post by cxl.com shows you how to get started.

SEO

While optimizing your website is the most important step to generate more leads for your HVAC company, an optimized website can’t do anything for you if your potential customers can’t find it. That is where Search Engine Optimization, or SEO, comes into play.

Google and many other search engines need to make sure the results they show their users actually present them with the information they seek. In order to do that, search engines like Google have created complicated algorithms that can reach out into the vast depths of the internet and find the exact information users need. Those algorithms reward websites that present their users with good information, putting those sites on the first page of search results.

Your goal should be to get on the first page for frequently searched terms related to your HVAC company (terms like "[your city] HVAC"). There are a few techniques to achieve this, but according to professionals that have studied each of the major search engine algorithms, one of the elements consistently present on websites on the first page of search results is fresh, regular, relevant blog content. For the owner of an HVAC company, that could include anything related to what a customer would search for related to HVAC.

Social Media

Social media outlets such as Facebook, Instagram, or Twitter can help you obtain prospective customers or reconnect with existing customers. The key to running a successful social media campaign that yields sales is to create content that creates engagement. Using A/B tests, you can find the style of post that generates the most traffic to your website. 

Even better, on most platforms, you can directly harvest leads with the built-in forms that they have available. These forms can then link to Google analytics (and whatever program your company uses for lead nurturing), allowing you to easily analyze what content gets results, and what content you can trash and never use again.

Conclusion

Don't fall into the trap of thinking a few mystical methods will generate more leads for your HVAC company overnight. The companies you see on the first page of Google search results didn’t get there by chance. They had to test solutions for their website and online presence to find the perfect content to present. Once they found that perfect content, they continued to test and find things that worked even better. Eventually, those companies’ content efforts and relentless testing delivered a spot on the first page of Google search results, perhaps even at the coveted #1 position. It may take weeks or even months to see results, but as long as you continue to make improvements to the areas outlined above, you will definitely see some movement.