Turn more visitors into leads with WebFX
- 1. Research your audience
- 2. Optimize your page speed
- 3. Redesign your HVAC lead generation forms
- 4. Support your mobile users
- 5. Track your results
1. Research your audience
Do you know your target audience? If not, build a marketing persona — determine your ideal demographic, from age to gender to location to career. Maybe, for example, you’re speaking to homeowners within a specific income bracket or office managers in need of HVAC units in their building.
Once you create your marketing persona, use a marketing persona generator to create a quick document reference for your team. It’ll put a name and a face to your target audience, which can help when developing PPC ads, as well as drip campaigns for your email marketing strategy.
2. Optimize your page speed
No matter your HVAC lead generation strategy, from PPC to SEO, it’s critical that your website delivers when it comes to load times. If you direct users to a slow-loading landing page, you can expect them to leave — for reference, users expect websites to load in two seconds or less.
That’s why you want to prioritize page speed optimization in your lead generation strategy. A one percent increase in your page speed can cause conversions to increase by seven percent, which means more leads and more business.
One quick way to boost your website’s speed? Compress your images with a tool like kraken.io.
3. Redesign your HVAC lead generation forms
While considered an HVAC marketing strategy, email is one of the best ways to advertise your business. Not only does email marketing allow you to target a qualified audience, but it allows you to offer tons of information right in their inboxes. Plus, it boasts an ROI of $44 for every $1 invested.
How can you improve your email marketing’s success? Use these tips:
Encourage users to opt in on your site
Whether you’re starting an email marketing campaign or revamping yours, focus on building your email subscriber list. Grow your subscriber list by inviting users to sign-up on your website to receive updates, company news, and more.
Use simple forms that ask visitors for their email address and other contact information like their name and phone number. Overall, try to limit the amount of information you request, as it can deter users from joining your newsletter.
Encourage users to opt-in for your email newsletter with the following offers:
- Exclusive content
- And more
Remember that building your subscriber list takes time, so don’t expect immediate results.
Optimize your email for mobile
Did you know that 47% of all emails are opened on a mobile device?
That’s why it’s crucial to make sure that users can read and navigate every element of your email on a mobile device, as well as a tablet. Otherwise, you may see a rise in unsubscribing and unopened rates, which impacts your HVAC marketing campaign.
A well-designed lead generation form can make a big difference. That’s why you want to reassess your form on a routine basis and look for potential improvements — focus on ways you can improve the user experience.
For example, if your form requires users to submit their name, phone number, and email, that can impact your lead generation rates. Remove the requirement for a phone number, however, and you might see higher completion rates.
Optimize your lead generation forms with A/B testing. With this approach, you can see what design factors increase or decrease lead generation rates. When conducting your tests, make sure you only change one form feature at a time — this way you can link the change to a specific feature.
4. Support your mobile users
With more than 50 percent of the Internet’s traffic coming from mobile devices, it’s essential that you have a mobile-friendly website. For HVAC businesses, mobile is even more critical as 50 percent of mobile searches are local.
Without a mobile-friendly website, you’re forfeiting valuable leads to your competitors. Prioritize the design of a mobile website, whether by developing one in-house or partnering with a web design agency, and you can improve your lead generation results fast.
Choose a responsive web design for the best results with attracting HVAC leads.
5. Track your results
To measure the success of your strategy for generating HVAC service leads, as well as spot areas for improvement, you need to track your results. While you can use Google Analytics, you can also adopt other software solutions that take an in-depth look at your lead generation efforts.
MarketingCloudFX, for example, is one option. It’s a marketing automation software that tracks the leads you generate from calls, whether from your website, print advertisements, or paid online advertisements. It also includes a few other helpful features.
With those features, you can see the complete scope of your lead generation strategy. Plus, it provides you with a wealth of information, which you can share with your team, as well as decision makers in your company.
Solving key challenges for HVAC companies
Our website isn’t ranking in the search results for HVAC services
When people need HVAC services in their area, they take to search engines like Google. Ensure your website appears at the top of the results when your target audience needs your services.
We’re struggling to grow our technician team
Expanding your team and growing your business go hand-in-hand. If you need help growing your team with talented and friendly technicians, our recruitment marketing services have you covered.
We’re not generating enough leads
Are people visiting your website but not getting in touch with you? Our expert marketing specialists and web designers can optimize all areas of your website so you can attract and convert more of your target audience to use your HVAC services.
We’re not attracting new customers
Having trouble increasing your online visibility, so you can attract new customers? Our award-winning marketing services get your brand in front of the right people in your local area.