6 Reasons Your Plumbing and HVAC Website Is Not Converting

Jun 19, 2023 | Web Development

So you’ve invested in a beautiful, high-quality website for your HVAC company, but it’s just not bringing in new customers. 

There could be several issues at play that are preventing your website from converting new customers. Addressing these issues is the first step to boosting your conversions. 

Learn the top six reasons your HVAC website is not converting. Then reach out to our team at Polianna for expert website design and development for plumbing and HVAC companies.


You Aren’t Using SEO

Your website can be the most beautiful site in the world, but if it isn’t optimized for search engines, no one will find it.

Search engine optimization (SEO) is the process of tailoring your website content and architecture toward search engine algorithms. It helps Google match your website with relevant search queries and improves your rankings in search results. 

The HVAC websites with the most website traffic have high-value SEO strategies in place that put their websites in front of the right people. These strategies often include:

  • Keyword research: Identifying relevant keywords your target audience is searching for in their Google queries
  • Content marketing: Including the right balance of keywords in your written content
  • Technical SEO: Adjusting the back-end elements of your website 

While you can attempt SEO yourself, it requires specialized skill and expertise, which is why many businesses turn to digital marketing companies for assistance. 


Your CTAs Aren’t Effective

Calls to action (CTAs) are crucial to your website’s conversions. Your website visitors need a good reason to give you their contact information, schedule a call, or join the email list, and they need to be reminded several times to actually take that step.

For a CTA to be effective, it should:

  • Stand out on your website in its own bubble or in a different color scheme
  • Be clear and concise so that users can understand it quickly
  • Be short, typically between two and five words
  • Include action verbs such as “click,” “start,” “schedule,” or “learn”
  • Be urgent, with language like “now” and “today” 

If your website doesn’t currently use CTAs, placing them strategically throughout your content can increase your conversions. But if you do already have CTAs, consider how you can improve them to make them more enticing for website visitors. Maybe the offer you’re presenting isn’t desirable, or you don’t have CTAs in the right locations to catch users’ attention. Playing around with different language and placements, then evaluating your conversion rates with these differences, can help steer you in the right direction. 


Your Website Isn’t Optimized for Mobile

Open up your website on your smartphone. How mobile-friendly is it? 

As many as two-thirds of total web visits are mobile these days, which means your website needs to be just as user-friendly and high-quality on a mobile device as it is on a desktop. But because web design and development take place on desktop computers, many developers initially overlook the mobile versions of their websites. 

To convert more mobile users, your website should:

  • Use a responsive layout
  • Load quickly on mobile devices
  • Use an easy-to-read font 
  • Make information about your HVAC services easy to find 

If your website isn’t mobile-friendly, you probably have a high bounce rate. Mobile users will click back to their search results in seconds and find another HVAC company whose website better suits their needs.

Working with an expert web developer can ensure that your website looks great on any device, giving users a better chance of converting. 


You Aren’t Targeting a Local Audience

If your website isn’t converting in your local area, your content may not be tailored toward a local audience.

Local SEO is an essential process for HVAC businesses and any other companies with a local customer base. Without it, the people in your area who would actually schedule your services will never find your website. 

You can better target your local audience with your website by:

  • Sprinkling your city name throughout your website content
  • Creating city pages for each city you want to target in your local area
  • Reaching out to current and past customers to write reviews that you can include on your website
  • Including specific information about your city within your content


Your Content Doesn’t Show the Value of Your Services

Most of your website traffic probably consists of visitors looking to learn more about your HVAC services. They want to find out whether your company can provide the services and the price point they need. If your website content doesn’t answer those questions or show the value of your services, not many users will convert to customers. 

Your website content should leave no doubt in visitors’ minds that your HVAC company is a reliable, professional, high-quality option. It also should provide very clear information about the services you do and do not offer. 

You can’t assume that website visitors will want to call your company to learn more. When they have the internet at their fingertips, it’s much easier to click back to the Google search results and find an HVAC website that does answer their questions — and then hire that company instead. 


You Aren’t Studying Your Landing Pages

Landing pages should be gold mines for your company. By the time a user clicks on an ad, social media post, or search engine result that takes them to these pages, they should already be in an excellent position to convert.

Take time to study your landing pages’ metrics regularly to learn their bounce rates and conversion rates. If your website is not converting, your landing pages may need some adjustments to better entice users to fill out your contact form or schedule an estimate. 

The best way to answer “Why is my website not converting?” is to seek the assistance of an expert digital marketing team. When you work with Polianna, we will conduct a full-scale website audit to determine the content, pages, and website design elements that need improvement. Then, we’ll get to work helping your conversions soar. 

Schedule your discovery call today by filling out our contact form. 

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