If you’re thinking of launching a successful Pay Per Click campaign, there are some HVAC landing page design must-haves that will help make your PPC marketing more effective.
A successful HVAC landing page will be conversion-oriented- meaning that the layout and design of your pages should focus on user experience, simplicity and ease when it comes to filling out forms, making purchasing decisions, or scheduling service with your company. The message you want to send is one of trustworthiness and credibility.
How to Get the Most Leads Out of Your HVAC Landing Page Design
Your HVAC marketing is only as good as the landing page it sends traffic to. People click on your ads because they’re interested enough to learn more about your business and what you offer.
A quality landing page will have conversions in mind and place your HVAC business as the credible and legitimate solution to their problem. Unfortunately, the biggest mistake we see when it comes to HVAC landing pages is that the copy doesn’t focus on how your company can help them with their problem. This article will provide you with a list of HVAC landing page components that help convert more visitors into paying customers.
1) A Strong and Compelling Offer
When creating your HVAC landing page, the first thing you should do is to include a compelling offer that will entice visitors to schedule service or an appointment with your team.
This could include:
- Special discounts
- Leveraging financing options
- Free estimates
- And many more!
You want them to feel like something is waiting for them at the end of the tunnel if they choose to follow through with what you have offered.
2) Keep Your Messaging Consistent
The first key to a good landing page is messaging consistency. If your ad promises one thing and your landing page delivers something else, you’ll confuse your potential customers. The more confused people feel, the less likely they are to buy. In fact, messaging consistency is the primary reason why landing pages exist. A good marketing campaign delivers traffic with one specific need. For example, if a potential customer is looking for a new ac system, they should find new installation-specific HVAC PPC ads and landing pages that speak on individual problems.
That way, when they arrive on your landing page, they completely understand your offer and the service that you provide.
3) Clear and Solution Focused Call To Action(s)
This one is easy but a frequently missed opportunity on many HVAC landing pages we see.
A call to action (CTA) is a phrase or link on your landing page that prompts visitors to take action. In this case, a call to action for potential customers could be the CTA button, text links, and more straightforward phrases like “Schedule Service” or “Get A Free Estimate.”
The main goal of a CTA should always be conversion-focused: getting people from seeing the offer through purchase. It’s not enough for you to say what problem you solve in general terms; tell them how they can get it fixed today!
Some of our favorite call to action keywords for HVAC businesses are:
- Schedule Now
- Book Online
- Get A Free Quote
4) Customer Testimonials & Social Proof
Another easily missed opportunity we see many HVAC companies do is not highlighting the 5-star reviews your company has received from customers online. Quality service and location-focused 5-star customer testimonials provide your company with a level of credibility and legitimacy in the eyes of your potential customer. The customer testimonials section is one of those sections where you want it to look nice but not be too complicated. If possible (and if legal), it’s also good practice to include photos of these satisfied customers next to their review on your landing page as well.
5) Utilizing Your Company’s Awards, Accreditations, Certifications…
Throughout your many years in business, it’s likely your company has received some form of either:
We’ve seen that adding these factors to your landing page can further improve your credibility in the customer’s eyes. Some of our favorite examples of awards or accreditations to include are:
- BBB Accredited
- Chamber of Commerce
- HVAC Supplier Partnership Badges
- Yelp 5-Star Badge
- Google 5-Star Badge
6) Relaying to the Customer What Happens Next
It is essential that you provide your landing page visitors with steps on what happens next. These are likely the 1-3 steps that the customer will experience once contacting your business and scheduling a service or an appointment. The customer needs to be guided throughout becoming a customer and must fully understand what to expect before working with your company. Typically, we include a 3 step process of what happens next on all landing pages.
7) The Benefits of Working with Your HVAC Company
Highlighting the benefits of working with your HVAC company is an essential aspect of your landing page. Benefits need to be communicated clearly so potential customers can quickly identify why they would want to choose you over another company. The more compelling these reasons are, the more likely people will contact either a phone call or form request for service information related to their specific needs.
Each benefit listed on your page must be chosen strategically. They should be based on customer feedback and inquiries you receive throughout the course of business. Identify what your customers are looking for in an HVAC company and list it on your landing page design.
Benefits include things such as:
- Ten years experience in the HVAC industry
- Low, competitive rates for all services and products
- We offer a free estimate with no obligation
- All work is guaranteed under our 100% Satisfaction Guarantee
- Locally owned and operated
You can include many benefits, but keep them specific to what makes your business special.
8) Leveraging Company Personality Through Company Photos & Videos
The most often missed opportunity that we see on HVAC landing pages is not leveraging company personality through photos and videos. Potential customers want to work with an honest company with real people. A straightforward way to increase trust and credibility in the eyes of your customers is to utilize high-quality company photos and videos.
We highly recommend getting that professional photography or videography service that you’ve been thinking about getting done for years now. Leveraging company personality is an easy way to increase your conversion rates and differentiate your company from the competition.
What is the function of a landing page?
A landing page is the first webpage that visitors reach when they click on a web advertisement. It usually features content designed to persuade them to purchase or fill out an online form.
A good landing page contains:
- Persuasive copy
- Engaging images and videos.
- Clear navigation options for customers who want more information about your company before deciding whether or not to buy what you’re selling.
What’s the difference between an HVAC landing page and a website?
Landing pages are focused on a specific conversion goal. Websites offer many capabilities and touch on the many different things your business does. A landing page design should be tight as well as persuasive, while most websites require scrolling and clicking exploration of sidebars and menus to find what’s wanted. In design terms, a website has many competing elements that can distract from its primary focus.
Are landing pages effective?
Landing pages can be highly effective. However, that can typically only be said for landing pages designed with credibility and conversions in mind.
Well-designed landing pages can be the difference between a mediocre marketing campaign and a gold mine. If you’d like some help putting together some high-quality conversion-focused HVAC landing pages, feel free to schedule a free consultation with our team here!