to $5M in Annual Sales

HVAC Marketing Playbook

My name is Matthew Rupp.

My team and I work exclusively with HVAC companies and have a proven way for them to get 30% more new installs (and 30% fewer service calls) which means less payroll, less hassle, less work, low expenses for MORE money.


This report will give you an idea of how we could help you see the same results.

I am going to touch on a wide variety of areas in this case study, including:

  • Your website
  • Trust signals
  • Google profile
  • Site Speed
  • Content
  • Backlinks
  • Online Directories
  • Popular search terms
  • Technical factors
  • Social Media
  • Optimized pages
  • Competition


Some will be VERY impactful while others are minor, but all are geared toward building trust not just with Google but also with your potential customers and making your PHONE RING!

I will try my best to make it easy to understand, but I know some of this can sound like Chinese. If you have any questions or would like clarification, feel free to call me on my mobile is 316-312-8181 or email me at

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



Your homepage is the virtual storefront for your business. What visitors see first thing on your site sets the tone on whether they see enough reason to trust you for working on their home.

But your website needs some fixes – most of which are very easy – to really capitalize on all who visit it.

While your site is visually pleasing, it’s guilty of something way too many HVAC companies do – use stock photos. You are a local Salina company who’s been doing business for a quarter of a century! People want to see the actual people who will be coming to their home.


callabresi header


You have a team of people and marked vehicles, as evident by some photos on your Facebook. These are the types of photos that people should see when they come to your site.


Make it easier for people to call you.

Your phone numbers are not easy to find and are not in the prominent spot they should be. You should have your phone numbers big and bold in the top right corner. Yours are shown tiny at the top middle of your homepage and footer.


homepage and footer


Google doesn’t rank websites. It ranks website PAGESYou have NO pages for the main services you provide.

You need to have a page just for heating, one for air conditioning, one for plumbing, etc.

Not having these individual pages makes it impossible for you to rank well on Google for people searching for any of those services.

Stop sending people away from your site!

I’m talking about your links to the Trane & Mitsubishi sites. Homeowners who want more info on getting a new HVAC system installed will see those RESIDENTIAL buttons on your site will be taken to those sites. You are losing potential customers this way.

Having individual pages for residential heating and cooling installations will keep people who want those services on your site longer. It will make them more likely to contact you versus someone else who installs Trane or Mitsubishi.

You need to show off your great reviews on your homepage.

Having a 4.8 star average on Google is excellent! Showcasing this great rating average ON YOUR HOMEPAGE is a big missed opportunity.

Here is an example from one of our clients to make their great review one of the first things visitors see:

reviews on your homepage


The navigation on your website is a big issue.

navigation on your website


If you step back and look at it from Google's perspective, none of these words really ‘mean’ ANYTHING to Google. All these words would apply to a plumber, roofing company, or electrician.

When it comes to Google, TRUST is the name of the game. If Google thinks you are a generalist and ‘kind of’ good at a LOT of things, you won’t get a fraction of the clicks and calls you deserve vs. if it is CLEAR that you are very good at a handful of your most important services.

I threw this together to give you an idea of what navigation would look like on a STRONG HVAC website!


Google would have ZERO confusion about what this company does!


You are missing some essential items at the bottom of your homepage.

Your footer should include an embedded Google map, links to your social pages, some calls to action. And it should have something warm and inviting.

Here is an example of what we did on the bottom of a homepage (below the Google map) with one of our HVAC clients – Hanna Heating and Air Conditioning. It is inviting with the message and the image of their friendly front desk staff.


 Hanna Heating and Air Conditioning

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



Callabresi Heating & Cooling has the history, the people, the stories. You have achieved more than most HVAC companies there in Salina ever will. We just need to let people see who you are by telling that story.

Other than mentioning the 25+ years, this paragraph doesn’t capture the heart behind the business - Who started it? When? Milestones over the years?


Callabresi Heating & Cooling


And just like individual service pages, this needs to be on a separate page with photographs, a timeline, and the company’s connection to the community.

The About page is almost always the HIGHEST viewed page for every service business we have worked with.

Your About page should tell your story, shows off your team, puts a “face” on your business, and most of all, it helps to build trust. While yours has many the necessary elements, it’s missing some “heart.”

Some great items you could add to Callabresi’s About page:

  • Local businesses you’ve provided service to (Krehbiels, etc)
  • Any involvement in local or regional events such as parades or the Kansas State Fair
  • Photos from the company Christmas party!
  • Fun office photos (it’s great that you are already doing this a bit on Facebook)



Drabek & Hill in Oklahoma City has also been in business for 60 years. I love this image they show on their website.

I discovered that you invented a new gas-fired heat exchanger! That’s incredible! What better proof of expertise can there be for an HVAC company?! I can’t imagine any person choosing a competitor over the local company who has actually invented something new in your industry.



Having About pages that tell our clients story and really captures the ‘heart’ behind their business is an area where we really shine!

Here are a few examples of this work that we have done for a couple of our HVAC clients.


About pages

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



It’s hard to overstate the importance of building trust when it comes to your website. That’s essentially the whole point. Without trust, they don’t pick up the phone and call you.

There are “trust signals” that every website for a local service business should be taking advantage of.

Of course, any industry associations, safety, compliance, service organizations that you can be a part of (cheaply) are worth their weight in gold when it comes to trust, especially if they provide you with a badge to show off on your site!


award winning service


The only trust signal on your site is the Trane Comfort Specialist logo. You have a link to a testimonial page, but very few people will click that.

Actually showing a few on the homepage (like this example below) means visitors can’t miss seeing the glowing rave reviews you have received.


customer satisfaction guaranteed


I would also include the logos of the Salina and McPherson Chamber of Commerce that you are a member of. Those are great signals to your community that you’re a local company that can be trusted.


Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



It is hard to overstate the importance of your Google My Business profile. This is your chance to tell Google who you are, where you are, what you do, and why you deserve to be #1 for thousands of search terms!

Google is constantly adding more features and options to this platform. This makes sense (for them) because the more they can keep visitors on THEIR site and not on individual websites, the more they ‘win.’

It is incredible how much you can find out about local businesses without ever clicking to their website!


  • Wait times
  • Photos
  • video
  • Products and services
  • Specials / promotions
  • Service areas
  • Business category
  • Recent posts
  • Specials
  • Hours
  • Holiday hours
  • Busy times of day
  • Phone number
  • Click to driving directions
  • Reviews
  • COVID updates
  • Video Text messaging



Some high impact items to address with Callabresi’s Google My Business profile:

  • You need to add photos – a lot of photos. Pictures of your shop, your team, workers on the job, staff in the office, technicians wearing booties, etc. Essentially, you need to treat your Google business page almost like a social media page. (Our average HVAC client has close to 100 photos on their Google profile).
  • Revise your business description. You have something there, but it should be filled with more information about your company and services.
  • Set up a chat/text feature so customers can message you right from Google
  • Add a GET A QUOTE box
  • You are also missing out on the FREE and easy way to help you rank better! Google My Business allows you to make regular posts to promote your services, get people to your website, and give customers a reason to call you today!


standard fb deal


Are you aware there are these Google business profiles for your McPherson and Concordia locations?










We manage HVAC companies with multiple locations. We have experience handling multiple Google profiles. Ignoring these locations’ Google accounts means people in McPherson see that you have only a 3.9 average rating.

Most of our clients were also not taking advantage of all the great opportunities you can do with Google My Business. So we get to create some HUGE results for them!

Take a look at this client that signed on with us one year ago. This shows the year-to-year comparison of how much their growth on Google increased once we started handling their online marketing needs.

Google My Business


Their website traffic is TEN TIMES more than last year, too.

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



When it comes to “Content,” there are 3 key items that every excellent HVAC website should have:

  1. Strong service pages
  2.   A strong FAQ page(with actual questions you hear from customers).
  3. Recent content! A blog with content added consistently – even if that’s once a month.


There is no bigger opportunity to edge out the competition than content.

Excellent content isn’t just for your visitors. It’s essential for Google. Great content will tell Google that you have what customers are looking for, and that will cause you to rise to the top.

What makes great content? It’s the questions you hear every day as an HVAC technician.

Ask anyone who answers the phones every day and schedules the service calls what they hear from customers. ANSWER those questions in a helpful way and put THAT on your website. That’s great content that will drive results and make your phone ring!

Having RECENT content on your site that is RELATED to what Callabresi does for its customers is super important.


We add fresh content EVERY MONTH to all our HVAC client’s websites!

Below are some year-to-year comparisons of a couple of our newer clients.



Last February, they saw 4 or 5 times more website sessions and clicks! We can show you more examples of how content directly drives new website visitors and phone calls!

The more PAGES of quality, relevant content we add to your site, the more search terms you will rank for!



I am sure you have heard the line, “You can’t manage what you can’t measure.”

One of the most significant items missing from your website, social media, and online presence is a Call to Action.

A Call to Action is something of significant value you can give, tell, or show your ideal clients that is GOOD ENOUGH for them to exchange their email address for it or to actually pick up the phone to call you.

One of the BEST parts about having (a couple) great Call to Action items on your website is it allows you to see what is working and what isn’t. Sure, you get traffic from Facebook (for example), but are any of them clicking on the contact page, filling out a form, or picking up the phone?

A compelling call to action allows us to see that PLUS can foster that ‘lead’ and potentially turn them into a customer!


Some examples you might like:





Is there anything “lighter” they might be willing to do besides pick up the heavy phone to call you? I am amazed at how seldomly I see chat boxes on service websites in this texting age.

But having a text chat makes sense. Who doesn’t text nowadays? It’s not as “scary” as calling somebody who could be a pushy salesperson. Visitors don’t find text boxes threatening – they are in control.

I can speak from experience. This is the one on my site


matthew drift


Just recently, I received a chat on my phone from my website.


drift chat

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.


Reviews are a critical factor and are only becoming more and more important to your potential customers! There is no excuse for being apathetic about collecting reviews anymore.




Having a 4.8 star average on Google is great! But it would be much more impressive if you had that high rating with more than 59 reviews. Of course, as I showed in an earlier section, your ratings on Google for the McPherson and Concordia locations are not great.

You have one terrible review on the Better Business Bureau. This should be replied to so that any people who see this can hear your side of the story and know that you are a responsive business.



You should be responding to all the reviews you receive, both good and bad. You have replied to some, but not all. This is very important as it shows Google you are ‘active and engaged with a potent (and free) tool that drives a LOT of your business from the web!

Plus, a simple ‘thank you’ can go a long way when somebody leaves a review!

I was surprised to find that there were NO reviews for Callabresi on many of the popular sites we typically see reviews on, including, Citysearch, and DexKnows.

We would love to show you how to start getting a LOT more reviews!

We have found several different ways to go about it. We’ve been able to double the number of reviews our clients have received (sometimes within a few months) as well as raise their average rating.

One of our best examples is a client of ours in Texas. They started with us just a year ago, having only 32 reviews. Now they have 151 reviews with a 4.9 average rating! We not only got their average star rating up, but they now have five times as many reviews.

tiger heating review


Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.

#8 – VIDEO


People watch videos all the time online. Having at least one video on your website is incredibly powerful.

  • Videos tell your story and build trust
  • Videos keep visitors on your site longer
  • Videos turn random visitors into PHONE CALLS!


I can’t find videos on any of your competitors’ websites. That is a wonderful opportunity for you to stand out with a high-quality video that really helps visitors see why you are the company to trust and hire.

We make videos for our clients. This doesn’t require an additional budget, a film crew, or even taking up hours and hours of a client’s time with a video shoot. We make effective, compelling videos for our clients, often with just a handful of great photos.

For example, we made a video highlighting a client’s generous donation of a new furnace to a local vet in need. For another client, it was a year in review video of all the work they accomplished.




video 3


And we can make more in-depth, high-graphic videos to help highlight the company and its services.

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



The long tail of search is very simple and applies to every industry.

What is long tail of search?

In a nutshell, it is ranking for the longer search phrases that are commonly searched for AND are most certainly being ignored by the competition.

The term “hvac” or “air conditioning” likely gets searched thousands of times a month in northcentral Kansas, but this is actually the OPPOSITE of a long tail search. These short search terms are very general and get a LOT of searches.

The trouble is this search term shows zero intent and not where most people will start their search on Google. Most people will start their search with trying to solve THEIR problem, “My furnace is clicking”, “my AC is frozen up,” “my furnace is blowing cool air” – this is where we want to find them – while they are still trying to solve their problem!

Ranking for high-volume keywords like ‘hvac’ is difficult, costs a lot of money, time and expertise. Plus, you compete with tons of paid ads, directories, and competitors with deep pockets.

long tail

Not to mention you are competing with Houzz, Yelp, Yellow Pages, Angie’s List, Yahoo Local,, local directories, three best-rated,, Thumbtack – all trying to rank for that search term ‘HVAC companies’ there in northcentral Kansas.


hvac salina


So, where is the big opportunity?  The answer is in the image below.


search demand curve




When you think about your ideal customers - the challenges they are running into and the questions they commonly have - therein lies the opportunity.

To be honest, few people get that the key to succeeding online doesn’t lie in being #1 for ‘HVAC’ or ‘heating and air.’ These terms have massive search volumes, but it’s foolish to try and rank for them.

The real money is in ranking for search terms like

  • Why is my AC blowing hot air?
  • Furnace not igniting
  • AC making weird sounds
  • Why is one room is too hot?


When you think about your ideal customers - the challenges they are running into and the questions they commonly have - therein lies the opportunity.


I bet you would like about 50 more calls a day from folks who search for things like this?

THESE are potential customers with a problem (right now) they are trying to figure out how to solve.


search strings


I could show you a couple THOUSAND more search terms just like these!

There is a lot less search volume, they are easier to rank for and they are from actual customers with a problem you can solve!

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



I used two different tools to grade the speed of your website. For many years this has been a critical ranking factor to Google.

Our tests for your website’s speed came out very good. But that wasn’t too surprising since your website only has a few pages and not a lot of content or images.


The first one was this site -


your results


The 2nd one is provided by Google -



This 78 (out of 100) score is for your speed on mobile devices.

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



An important factor in building trust with Google is a consistent name, address, and phone number for your business across different platforms (your website, social media profiles, directories, and associations related to your industry and general business directories).


The more consistency there is, the easier it is for Google to trust you are who you say. 

With some clients, this is a BIG issue just because of how companies often grow. They might start in the owner’s home and then move to a small shop, and some years later maybe a bigger shop. You throw in a partner change, a name change, or more than two moves (not to mention a variety of employees or agencies ‘helping’), and you can end up with quite a mess.


We did some research and found a handful of issues for Callabresi Heating & Cooling:



The biggest issue for Callabresi is an inconsistency with how your company name is displayed.


Believe it or not, that is a problem for Google. It doesn’t know that this is a minor issue. It interprets this as there is no consensus that your name is what you say it is, that maybe aren’t the best search result for anything your potential customers are searching for.



One of our tools shows the citations of the top 5 ranking HVAC companies in your locations. This gives you a powerful look into what is helping your competitors rank as well as they are!

If you would like to see this report, give us a shout, and I will be happy to send it over.

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



An ‘optimized’ website page simply means it is CLEAR what the page is trying to rank on Google for.

If there is very little text on a page, it’s hard for Google to know what that page is about. Likewise, if there are images with no descriptions, Google doesn’t know what those images are! If the explanation for that page is ‘Callabresi and Salina’ that doesn’t help them understand that page is about AC repair!


This is an example of a well-optimized website page (one of our HVAC clients)

We will touch on just 4-5 areas real quick to try and explain:


Page title (this is what shows up in the little tab on your web browser)

“Air Conditioning Installation | Wichita, KS” (PERFECT)


page title


URL (website address): air-conditioning-installation (CRYTAL CLEAR WHAT THE PAGE IS ABOUT)


page title 2


Page description: Hanna Heating & Air Conditioning. Fast, reliable heating and air service for Wichita families since 1983. 24/7 Emergency Service. (EXCELLENT)


page title 3

On the page, there are links to driving directions (which helps Google know where Hanna is located), FAQ, and recent posts.


hanna cta


It’s rare to find website pages for local HVAC companies that are optimized very well. This is a HUGE opportunity just waiting to be capitalized on and a cheap, easy fix! Remember, when it comes to Google, the name of the game is TRUST, and you only have to be better than the other guy!

Here's a breakdown of the issues of your website:


issues of your website


Your site has a few technical errors. Fortunately, these are some of the easiest problems to fix.

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



One of the most important and powerful ranking factors when it comes to Google is something called ‘backlinks.’

A backlink is anything you can click on website A and be taken to website B.

For example, if I click the Facebook icon at the bottom of the ACCA website, it will take me to Facebook. This is an example of Facebook having a ‘backlink’ from the ACCA website.




To Google, how many and how strong backlinks are pointing to a website is a massive indication of trust.

Callabresi could be doing much better here. You are lagging behind your competition. You have only 124 backlinks coming from 36 different domains.



Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



Callabresi is doing quite a few things right with Facebook. You only need to be doing it ten times more.



We get it. Keeping up with social media is not a huge priority for many HVAC companies. They simply don’t have the time to post good content regularly. But it’s a big missed opportunity.

You need to be posting on Facebook regularly and with posts that are interesting to your customers. But you also need to be taking advantage of your followers and engagement with posts that lead to calls and sales!

The more personality you bring to most of your posts on social media, the more visibility and traction you will get when you occasionally share a special or sale! This literally can be the difference of hundreds and hundreds of people seeing your post about an upcoming special or 5 or 6 people!

As part of the team, with a very talented graphic designer, we are constantly surprising and delighting our clients with fantastic images and design work all geared to making them look great!




Social media is more than Facebook. While there are a lot of new social sites that are just simply not worth the time for an HVAC company to be on, there is one that is HUGE for service businesses just like yours.


On this site, neighbors are talking to neighbors about barking dogs, weird people walking around, but more importantly, the local businesses they recommend!

Over the past year, we’ve expanded our HVAC clients’ presence on Nextdoor.



Callabresi already has a local advantage here.

Did you know Callabresi was recommended by two people in Salina just last month?



Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



Your marketing needs to be effective for ALL your locations and service areas.

This means separate web pages for each location and individual Google My Business pages. It can seem like a lot of work and a lot of juggling, but we regularly handle HVAC clients with multiple locations.

You are in a great position to take advantage of all the people in Salina, Concordia, and McPherson searching for your services.

We work with various HVAC companies. Many have one location, but they provide service to surrounding towns. Others have multiple shop/office locations, such as Hanna Heating & Air, who has Wichita, Andover, and Newton locations.


newton denny


There is a right way (and a wrong way) to have your website and your presence on Google be optimized for specific towns and communities.

Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.



Who is the one company that drives you crazy?

The one that you always see at the top of Google or who you feel like you’re losing business to. I will take a look and tell you exactly WHAT is helping them rank so well!

My email address is

Hi, I’m Matthew Rupp.

If you would like ALL of these items (and a great deal more) addressed by a team of smart people who genuinely CARE about our clients, who constantly seek out new ways to look out for our clients to grow and treat them like family (the ones we really like), then give us a shout at 316-312-8181 and let’s have a chat.

No salespeople, no pressure, no obligation.


I am so confident my team and I can help you that I am willing to provide the names and phone numbers of some of the HVAC clients we are serving today!


JOHN – Standard Plumbing, Heating, Air Conditioning – (785) 776-5012

CORY & LUKE – Fenix Heating & Cooling – (316) 945-4842

CODY & TREVOR – Hanna Heating & Air – (316) 945-3481

MARC – DALCO Heating & Air Conditioning – (303) 979-7541

THOMAS – Tiger Heating & Air – (361) 852-4450

mike corwin

“Matthew and his team are very knowledgeable and have provided excellent customer service. They have managed to an agreed upon timeline and have been accommodating to our busy business environment. If the short time we have been working with Matthew is an indicator, the engagement will be very successful.”

Mike Corwin – R-Mech Heating, Cooling & Plumbing

pam hanna

“Since we have been working with Matthew and his team, our new website is functioning much better and our website traffic has really taken off. Matthew is full of new ideas!

We are ranking higher on Google, thanks to his guidance.”

Pam Hanna – Hanna Heating & Air Conditioning Inc.

cody hanna

“We first met Matthew Rupp after he created a huge case study analyzing all the HVAC companies in Wichita. It was very eye opening for somebody to translate digital marketing into something our team could understand. It was great to how we compared and to start working with a clear set of priorities we felt confident would move us forward.

The team at Matthew Rupp Consulting has been invaluable to work with. They are creative, responsive, and focused on driving our bottom line!“

Cody Hanna - Hanna Heating & Air Conditioning Inc.

stephen jabro

“Matthew and his team genuinely care about the success of Jon Wayne Heating & Air. They are creative, take initiative and are constantly pushing the envelope. They don’t just talk a good game, they put the time in, take photos, create the content, do graphic design, social media you name it.“

Stephen Jabro - Jon Wayne Heating & Air

luke parthemer

“Matthew and his team aren’t your typical, cookie-cutter marketing firm. They are authentic, responsive, creative, and genuinely care about our success. We have seen a significant impact on our bottom line working with Matthew and his team.”

Luke Parthemer - Fenix Heating & Cooling

john shortsleeves

“I thoroughly enjoy working with Matthew and his team. Anything I ask of them gets done immediately. They always provide excellent feedback on how our money is being well spent.

It has definitely increased our business by teaming up with Rupp Consulting.

A+ on everything!”

John ShortsleevesStandard Plumbing, Heating, Air Conditioning

Which Company Can We Help Grow?


company grow


How will your competitors react to their custom case study to grow sales with the internet?

I will work with the first Salina HVAC company to contact me. If you want to learn more about how I can help you grow your online leads AND sales, call me.

(316) 312-8181


We are committed to working with only 1 HVAC company that serves the Salina area. We are looking for a local leader committed to quality and understands (and desperately wants) to win on Google.

We are so sure of our ability to help grow your company with our work we promise a money-back guarantee.

hvac logo

I look forward to hearing from you.



(316) 312-8181