How HVAC Companies Can Use Strategic Content to Increase Online Visibility
- To increase online visibility, HVAC businesses should prioritize mobile-friendly websites, consistent branding, review management, localized content, and coordinated messaging across all digital platforms—from Google to social media.
- The post details common mistakes to avoid (like random posting or clunky templates) and offers practical “do this, not that” advice on managing content like reviews, ads, blogs, and even contact information for better local SEO and customer trust.
- With automation and a unified marketing platform, HVAC pros can streamline their content strategy, track results across channels, and achieve higher ROI with less effort.
Trying to increase brand visibility online with content without a strategy is like installing a furnace with no gas line. You won’t have the fuel or the power of combustion to drive your brand into the spotlight. In this post, we’ll examine the dos and don’ts of content—so you can avoid the HVAC online marketing version of blowing hot air.
How to Increase Brand Visibility Online with Content (Do This, Not That)
Do This on Your Content’s Home Base
Your website is like the ductwork—if it’s clogged or outdated, airflow (traffic) suffers.
Much of your content will call your website home.
So, invest in a fast, mobile-friendly website that’s easy to use. Over 50% of website interactions now occur on mobile devices, making it integral to your customer experience. Make it look clean and inviting with high-res images. Be clear about what you want your visitors to do next with visible calls to action (CTA).
Don’t Do This:
Avoid generic, clunky website templates. These websites often work by layering code on top of more bloated code, creating redundancy that not only slows your site down.
It makes it harder for search engines and people to understand where to go or what this page is all about.
If a website is difficult to understand or visually unappealing, people will leave and likely not return.
Do This With Your Reviews:
Reviews are like your maintenance logs—proof that things are running smoothly. This user-generated content is vital to growing your online visibility. Over 80% of people check reviews before hiring an HVAC company. And a strong review profile can also lead people to your website or booking button on Google.
Automate the review request process to increase the number of reviews and improve their quality.
Every review (especially a good one) you receive from a local customer trust signals to search engines that you’re active, trusted, and appreciated in your community. Search engines rank brands higher in their local areas based on these trust signals, making this one of the most effective ways to enhance brand visibility with content.
Do claim and fill out business profiles completely. Guide your happy customers toward the review sites that will increase visibility the most.
For HVAC your Google Business profile and Facebook are most important. We share how to optimize your Google Business page to increase brand visibility here.
Respond to every review, good or bad, with appreciation and professionalism. Write a relevant, appropriate, and unique response each time.
This engagement shows you value your customers. It encourages more people to review. And it can secure a new customer for a lifetime.
Unsure what to say? Generative AI tools can read your reviews and suggest a personalized response that you then edit. This can save a ton of time, because thinking up what to say takes a lot longer than actually typing a response.
Do leverage your testimonials and reviews to build trust with strangers at key decision-making moments. A well-placed review or video near a CTA button can instantly sway opinion and convince someone to book now.
Don’t Do This:
Let your review profile manage itself. You’re likely to get a disproportionate number of negative reviews because, when unprompted, those with less than ideal experiences are more likely to write a review.
Unmanaged review profiles also look sparse. Receiving a review (even a good one) every few months can sorely underrepresent how busy you are.
Do This with Social Media and Website Content
Do local keyword research to better understand the content you need to create. The most visible content will be on topics that people are actually looking for. These might include helpful HVAC maintenance, troubleshooting, and energy-saving tips.
Localize your content. Build content around local businesses, festivals, events, charities, landmarks, and neighborhoods. Not only does this kind of content resonate with local audiences. It strengthens the trust of both search engines and your town that you’re active and engaged in the community.
Use high-quality visuals with geotags to create more local signals for search engines. Geo tagging tools can automatically add geo information to your content to build a local brand presence one post at a time.
Share this content on social media and in Google updates to expand your reach.
Collaborate with non-competitor but related home services businesses (like plumbers, electricians, remodelers, landscapers, or pavers) and charities to share each other’s content and build content together. This enables you to reach each other’s audiences while creating more innovative local content together.
Do plan for 3 months, 6 months out for various types of brand content so you can make your content work together to achieve goals:
- Emails
- Short videos
- Blog posts
- Social media posts
- Ads
An all-in-one marketing platform can help you plan, manage, and track performance across multiple channels to refine your content strategy to maximize your ROI. It can automate tedious tasks and streamline your processes to you can increase visibility online in less time.
Don’t Do This
Don’t post too much promotional content. This kind of content serves a purpose when someone is ready to hire. But you’ll increase your HVAC brand visibility among likely customers more efficiently when you reach people earlier and build trust through helpful and entertaining content.
Don’t randomly publish content.
Do This with Your Contact Info
Is contact info content? Yes, it certainly is!
Even the best-built drain pan will fill with sludge and overflow if not periodically cleaned. The same can happen to your contact information online. This content is critical because it tells people how to reach out. If that info is bad, you’ve just lost a customer for life.
It’s important to not only ensure your contact information is accurate and consistent on your website, emails, etc, but also across the Internet on directories, local organizations, review sites and more. Each accurate listing becomes a more local and professional signal to boost visibility in your community.
NAP (Name Address Phone) management is a key task in local SEO strategy for HVAC, ensuring you appear in Google’s Local Pack so that you display on Google Maps when people are looking for HVAC near me.
Automate directory and business listing management with a tool that reviews your information and updates it across platforms, maximizing your online visibility with less work.
Don’t Do This
Don’t think your contact information never changes. Website updates, URL changes, typos, management turnover, and even carelessness can lead to wrong information ending up online. That isn’t good for user experience, and shouldn’t be ignored.
Do This with Ad Content
Online advertising can be like blasting heat into a warehouse with all the doors open…that is if you’re not using the right type of ad content.
Use geo-targeting to drive real local leads. Be selective and create ads that cater to specific regional needs, trends, and interests.
Create dedicated landing pages for your ads that align with the ads messaging. These pave a seamless journey that can’t help but lead to them booking their next appointment.
Track ad performance and test your ads, landing page, and CTA. Make sure you’re getting the most out of your advertising budget.
Align your ad content with your social media, website, reviews, and email content. All of these types of content work together to build trust you’ll need to convince strangers to schedule and existing customers to stick with you.
Online advertising tools can help HVAC companies create, manage, and track paid campaigns, lowering your ad spend and optimizing your return on ad spend (ROAS). This software can help you align your messaging and strategy across marketing channels to build trust, generate leads, and grow your HVAC online presence.
Don’t Do This
Don’t throw money at advertising, hoping something sticks. People will probably click, but it you haven’t aligned content across channels, they’re unlikely to become a customer. That’s a waste of good ad spend.
Do This to Increase Marketing ROI
Each of the content Do’s are critical to increasing brand visibility online. But they must be done consistently, strategically, and cost-effectively to get the ROI that justifies the time and costs.
Set clear goals for each type of content. Measure how they’re impacting your campaigns and revenues. This will allow you to understand what’s working best to refine your efforts and focus.
Automate what you can. Automation not only frees up time. It can do more and do it more consistently than you ever could. This achieves ROI faster to justify those costs.
Want to learn more about how automation and AI tools can help your HVAC brand increase visibility online, schedule a demo of our local marketing product.