HVAC Machine Learning Websites & Marketing Systems

Most HVAC websites and marketing systems are designed like old thermostats. Old thermostats are very manual and not able to adapt. The Nest thermostat learns and adapts to living patterns on its own.

HVAC Case Study

Challenge

This 35 year old residential and commercial HVAC company had an antiquated website and marketing system.

After running some diagnostics, we found that a modern and effective website and marketing system could generate consistent and reliable leads.

Solution

This HVAC company did not initially have a large advertising budget, so we leveraged our machine learning technology with our Service Area Optimization Program and eventually moved them to our Professional Program once they were seeing good results and ready to start investing in an ad strategy.

Most companies think they have to spend a lot of money on ads, but a machine learning system can optimize a website to the point where it is generating more leads than ads would.

It is even more important to optimize a website to turn more visitors into leads if you are going to be spending money on ads, you want to get the best return for your ad spend as possible.

Within a couple of months, the HVAC contractor was ranking higher on Google and generating more leads than ever before. The following year they had the best year in their history.

We had a great year last year probably our most profitable year in a long time.

~Owners comments

Goals

1.Rank higher on Google

2.Get more install leads through their website

(so they could stop paying for expensive leads from HomeAdvisor and Angie’s List)

3.Lower the overall cost of leads so the company could be more profitable

4.Turn more website visitors into good leads and repeat customers

Approach

Phase 0

High-Speed Hosting and Security

High-Speed Hosting

We put their website on our high-speed hosting platform so Google would stop penalizing them for slow loading web pages.

SSL Security

We installed SSL Security so Google would stop penalizing them for not having a secure website.

Image and Code Optimization

We optimized the images and code on their website to further increase the page load speed.

Stability

We set up daily backups, uptime monitoring and form testing to make sure their website was performing at a high level 24/7/365.

Phase 1

Machine Learning Setup and Code Optimization

Tracking & Analyticst

We set up Google Analytics and Search Term Tracking so we could track our progress with ranking and lead generation.

Machine Learning

We integrated our machine learning platform so we could begin the process of incrementally helping the website turn more visitors into customers.

Visitor Session Recording

We set up session recording so we could watch real website visitor’s interaction with the website to make sure visitors didn’t have any problems navigating and submitting lead generation forms.

Domain Authority

We created link-worthy content and ran an outbound authority building campaign to increase search engine rankings.

Phase 2

Machine Learning Testing & Analysis

Instant Pricing System

We implemented an instant pricing system so website visitors would be able to get some general pricing information and submit a lead form. This process is designed to convert more website visitors into leads.

Testing & Analysis

We were able to improve the lead conversion incrementally through a process of A/B testing and analysis. Keyword tracking showed steady search engine ranking improvement for keyword phrases important to the HVAC industry.

Visitor Session Analysis

We were able to analyze recordings of real people navigating through the website. This allowed us to determine and implement an improved user experience on the website..

Content Creation and Optimization

We created link-worthy content and ran an outbound authority building campaign to increase search engine rankings.

Google Reviews Integration

We implemented a review app for their technicians to request reviews in order to increase Google Reviews which helps Google Local Pack performance.

Phase 3

Lead Optimization

Lead Conversion Optimization

We optimized the instant pricing system so more website visitors would be turned into quality leads.

Search Engine Optimization

We increased the session duration and decreased the bounce rate by combining search term optimization and conversion optimization strategies.

User Experience Optimization

We set up session recording so we could watch real website visitor’s interaction with the website to make sure visitors didn’t have any problems navigating and submitting lead generation forms.

Google My Business Optimization

It is important for HVAC companies to show up in the Google Local Pack so we implemented a review app to increase Google Reviews and enhanced the GMB listing.

Local Search Ad Optimization

We enhanced local search by implementing local extension ads so we could capture more people searching for HVAC installations and repairs in their service area.

Phase 4

Lead Nurturing

Testimonial Video Production

We optimized the instant pricing system so more website visitors would be turned into quality leads. Conversion rates started to increase at a good pace.

Retargeting Ad Strategy

New leads need to be nurtured throughout the buying cycle and retargeting ads are one of the best ways to do that. Retargeting increases lead conversion rates.

Drip Content Development

We prepared a set of seasonal information to help keep the HVAC company at the top of their costumes minds throughout every season.

CRM Integration

Leads coming in from the website are automatically pushed into the CRM. Customer and Lead data are integrated with the marketing automation system.

Email Marketing Automation

The Email Marketing Automation system is designed to send out automated emails to reach the right customers and leads at the right time in order to increase repeat customers and nurture leads.

Results

This HVAC residential and commercial contractor just had one of the best years they’ve ever had. They are getting more high-profit install jobs and reduced cost of customer acquisition, making their company more profitable.