HOW EJ’s HEATING & AIR CAN GET
30% MORE INSTALLS
AND 30% LESS SERVICE CALLS
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% less service calls) which means less payroll, less hassle, less work, low expenses for MORE money.
This report will give you an idea 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 MR@HVACMarketingSuccess.com.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#1 – WEBSITE
Your homepage is the virtual storefront for your business. What visitors see first thing on your site sets the tone for whether they see enough reason to trust you to work on their home.
But your website needs some fixes – most of which are very easy – to really capitalize on all who visit it.
EJ’s is doing a lot of things right! You have a great photo of your team right there on the homepage, along with a very easy way for people to contact you right away.
But while you are ahead of the pack among many other Oklahoma City HVAC company websites, there are some areas on your site that are causing your problems. That is costing you customers and sales.
Google doesn’t rank websites.
They rank website PAGES. You only have one page for ALL of your services. There’s a big problem with that, and it’s one keeping you from getting as many web visitors who need your services.
Simply put, when people in OKC Google for AC installation, Google will likely not send them to you.
The navigation on your website is a big issue.
If you step back and look at it from Google's perspective, none of these words really ‘mean’ ANYTHING to Google. For example, all these words in the main navigation could apply to a plumber, roofing company, or even a beauty salon.
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!
Credit Card icons are a thing of the past.
At one time, showing the cards you accepted were helpful to add to a site, but over time this has become unnecessary and is just taking up valuable real estate on your home page.
The website footer is where you can get visitors to take action.
You are missing some important (even essential) items in your footer and just above it.
This bottom section should have something warm and inviting. It should also provide location information and a Google map, which are both vital for Google in determining how high to rank you for local service searches.
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.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#2 – TELL YOUR STORY
EJ’s Heating & Air has the history, the people, and the stories that show how you are a local company people can trust in their homes and with their money. We just need to let people see who you are by telling that story.
The About page is almost always the MOST viewed page for every service business we work with.
Beyond this first paragraph telling when you started and who started it, there’s not much more of a story. I’m sure there are many more things you can tell about what has happened to the company over nearly the past half-century! Who is on your team? What milestones have you accomplished? Any awards you’ve won?
Your About page should tell your story, show off your team, put a “face” on your business, and most of all, help to build trust. While yours has many of the necessary elements, it’s missing some “heart.”
Here is an excellent example from Drabek & Hill. I love this image they show on their website.
Your Our Team page is excellent. It gives people a good look at who runs the business and the technicians they might be letting into their homes.
This page would be easily improved by adding a little bio about each person. Right now, when someone clicks on a photo to learn more about that person, they get this error message:
Having About pages that tell our clients story and captures the ‘heart’ behind their business is an area where we shine!
Here are a few examples of this work that we have done for a couple of our HVAC clients.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#3 – TRUST SIGNALS
It’s hard to overstate the importance of building trust when it comes to your website. That’s essentially the whole point. Without trust, people 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.
Here is an example from Interstate Heating & Air:
And another great example by TS Heat & Air:
The only trust signals on your page are testimonials. These are great to have, and EJ’s is one of the few HVAC company sites doing it so well by showing pictures of the reviewers! That is much more impactful for web visitors who read them.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#4 – GOOGLE MY BUSINESS
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 EJ’s Google My Business profile:
- You need to add a lot more photos of your team. You do have some of those fantastic team photos on there, but it’s not enough. You should have pictures of your shop, your team, workers on the job, staff in the office, technicians wearing booties, etc. (Our average HVAC client has close to 100 photos on their Google profile).
- 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! Posting regularly (even weekly) gives Google even more reason to rank you higher as a relevant company still in business in Oklahoma City.
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 a couple of our clients who’ve grown tremendously with increased Google traffic. This shows the year-to-year comparison of how much their growth on Google increased once we started handling their online marketing needs.
This doesn’t just increase how much more customers see them on Google. For example, our Aurora, IL client saw their website traffic grow 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.
#5 – WEBSITE CONTENT
When it comes to “Content,” there are 3 key items that every excellent HVAC website should have:
- Strong service pages
- A robust FAQ page (with actual questions you hear from customers).
- 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 is essential for Google rankings. Great content will tell Google that you have what customers are looking for, and that will cause you to rise to the top.
We dove into your site’s content. You do not have the pages you need to have for the people searching for the services you provide.
Using a software program to analyze how Google sees a particular page, we looked at how well your LONE services page ranks for anyone in OKC searching “AC installation.”
It was no surprise to see how poorly this site performed. You simply cannot have ONE page for every single service you provide. People are NOT searching “services” when they need their AC repaired or are ready to replace their furnace.
A good service page focuses on a specific service, using relevant and popular keywords and images and links.
Are you paying a company to write regular content for you? Are you seeing reports of how much traffic these articles are bringing to your site? I’d be surprised blog posts with such little content are doing much to get people to your site.
This is one of the biggest ways to dramatically improve traffic to your site and increase PROFIT from it.
In addition to having strong individual service pages, your site should also have great recent content.
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. That’s great content that will drive results and make your phone ring! ANSWER those questions in a helpful way and put THAT on your website.
Having RECENT content on your site related to what EJ’s does for its customers is vital.
We add fresh content EVERY MONTH to all our HVAC client’s websites!
And we create specific HVAC content that is typically five times larger than what you currently have and enhanced with compelling visuals.
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!
#6 – CALL TO ACTION
I am sure you have heard the line, “You can’t manage what you can’t measure.”
EJ’s has some excellent Call To Action elements, including both the Need a Quote box front and center on your home page, along with the Chat Box option.
You’ve got a few good items here, but you are missing many others that can cause people 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?
An effective call to action allows us to see that PLUS can foster that ‘lead’ and potentially turn a visitor into a customer! You could improve sales from your site by including other calls to action, such as coupons and special deals.
Some examples you might like:
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#7 – REVIEWS
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. It’s important.
Having a 4.9 star average on Google is excellent! However, that’s from only 33 total reviewers.
It is evident that your company is well respected in your community and that you provide excellent customer service. Unfortunately, those 33 reviews will not compare well to other OKC companies with great ratings that came from hundreds of people.
On review sites outside of Google, you are average a perfect 5-star rating! Again, this is good and bad. These perfect ratings came only from 12 people. There are dozens of other online review sites customers are checking out, and EJ’s has no reviews on them.
Your listing on Yelp lists you as “Mortgage Brokers,” which is something you can actually change yourself.
You should be responding to all the reviews you receive, both good and bad. 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!
We have found many ways to get reviews for our clients. We’ve been able to double the number of reviews many of 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 166 reviews with a perfect 5.0 average rating!
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 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.
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.
#9 – LONG TAIL OF SEARCH
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 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 the Oklahoma City area, but this is 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. Instead, 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!
When somebody Googles ‘HVAC’ in your area, this is what they see – including paid ads.
Ranking for high-volume keywords like ‘hvac’ is difficult, costs a lot of money, time and expertise. Plus, you are competing with tons of paid ads and directories like Houzz, Yelp, Yellow Pages, Angie’s List, Yahoo Local, Expertise.com, local directories, three best-rated, Porch.com, Thumbtack – all trying to rank for that search term ‘HVAC companies.’
So, where is the big opportunity? The answer is in the image below.
70% OF ALL SEARCHES ARE IN LONG TAIL KEYWORDS.
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
- Best Furnaces for 2021
- AC making weird sounds
- Furnace not igniting
- Why is one room 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 the words being searched by potential customers with a problem (right now) they are trying to figure out how to solve.
I could show you a couple of 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.
#10 – SITE SPEED
I used two different tools to grade the speed of your website. For many years this has been a crucial ranking factor to Google.
The first one was this site - https://tools.pingdom.com/
The 2nd one is provided by Google - https://developers.google.com/
The 20 (out of 100) score is for your speed on mobile devices. That is a real problem. Most online searches happen on a mobile device, so you want to make sure your site is fast on both desktop AND mobile.
Your slow site speed problem is absolutely costing you customers and sales.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#11 – NAME, ADDRESS, PHONE
An essential 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 lot of issues for EJ’s Heating & Air:
Not showing up on 19 directories is also a problem. Also, having 11 NAP errors is a problem. All of those errors have to do with how your business name is displayed on these outside sites.
I was surprised to see you missing from some of the big sites that typically HVAC companies are on, including the Better Business Bureau and WhitePages.
One of our tools shows the citations of the top 5 ranking HVAC companies in Oklahoma City. 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.
#12 – OPTIMIZED PAGES
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 ‘’EJ’s and Oklahoma City’ 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)
https://www.hannainc.com/air-conditioning-installation/
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)
URL (website address): air-conditioning-installation (CRYTAL CLEAR WHAT THE PAGE IS ABOUT)
Page description: Hanna Heating & Air Conditioning. Fast, reliable heating and air service for Wichita families since 1983. 24/7 Emergency Service. (EXCELLENT)
There are links to driving directions (which helps Google know where Hanna is located), FAQ, and recent posts.
Right off the bat, I found a basic optimization issue for EJ’s. Your home page’s title tag is “Air Conditioner Repair | HVAC Service | Oklahoma, City, OK”. That tells Google your company’s primary service is AC repair, instead of other more profitable services like new system installations.
Also, your title tags should include your company name.
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 your website’s technical issues:
It is very concerning that you have 215 errors. Your biggest problems are the 4 pages returning a 4XX status code and links to those four pages across your site. Fortunately, it wouldn’t take long to clean up the technical issues you have.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#13 – BACKLINKS
One of the most 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.
EJ’s is lagging behind the competition when it comes to backlinks. You have only 24 backlinks, which is but a small fraction of what the average competitor has.
We found that EJ’s mentioned in a local real estate website in their listing of local services. Unfortunately, their link to you is incorrect.
How many potential customers might this be costing you?
A simple reach out to local broker Susan Walker with the correct website address should fix this.
We’ve found our clients on sites that list the wrong address and found these to be easy – and beneficial - to get corrected.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#14 – SOCIAL MEDIA
Social media has proven to be an excellent tool to engage your community and earn trust and customers!
It appears that EJ’s stopped making an effort on your Facebook page a couple of years ago. The last post is from March 2019, albeit one that got 15 shares! Job posts typically do get a good reach.
We get it. Keeping up with social media is not a huge priority for many HVAC companies. This is understandable. You simply don’t have the time to post good content regularly. But it’s a big missed opportunity.
You need to be posting regularly on Facebook with posts that are interesting to your customers. 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!
When you have people engaging with your posts, you might find yourself having 22 people like and 4 people SHARE a glowing review you post on Facebook, just like this recent example for one of our clients.
With a very talented graphic designer as part of the team, we are constantly surprising and delighting our clients with fantastic images and design work all geared to making them look great
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
Let's have a chat! You can call (or text) me on my mobile at 316-312-8181.
#15 – COMPETITION
Who is the one company that drives you crazy?
Tell me 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!
Call me or send me a text with the names of your top competition to (316) 312-8181.
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
“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
“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.
“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.
“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
“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
“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 Shortsleeves – Standard Plumbing, Heating, Air Conditioning
Which Company Can We Help 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.
I look forward to hearing from you.
Matthew
(316) 312-8181