Is it beneficial to put pricing on my HVAC contracting website?

Absolutely, positively, 100%.

Have a conversation about the cost of an HVAC installation or repair somewhere on your website.

Do you carry multiple products?

• Ductless mini-splits
• Central Air Conditioning
• High Velocity
• Modulating Boilers

You will benefit from a "cost of..." article on your website for each.

Why talk about price on my website?

Let me ask you something. (And I already know the answer.)

Don't you wish every homeowner knew your price before you had to break it to them during the sales call?

How valuable is that?

No more sticker shock.

A prospect who is already educated about rebates and financing options.

A prospect who already understands the value of high efficiency equipment.

You will dramatically improve the quality of your leads by sharing your "Cost of..." articles with every homeowner before your salesperson arrives for the estimate.

The earlier in the process you can get the cost on front of the prospect, the better.

Aren't I Telling My Competition My Price?

I have another question for you.

Don't you have a feel for what your competitors are charging?

Sure you do.

And if a competitor is going to lowball you on a job for whatever reason, or makes a mistake in the estimate, there's not a whole lot you can do about that. If the same competitor begins to undercut you over and over, there are ways to address that specifically.

But you do have some control over the homeowner's understanding of the value of the work you do, which can be a sweeping and detailed explanation depending on the product.

A story not told in actual prices, but in dollar ranges and lows and highs and if-thens.

I've had contractor salespeople tell me that a simple article about everything involved in the cost of installing an Aprilaire humidifier made their job easier every time it eliminated the conversation at the kitchen table about the difference between their price and Amazon's.

Are You a Market Leader or a Market Trailer?

This thoughtful "Cost of a Humidifier Installation" article also sets their company apart, illustrating in stark contrast the difference between them, a properly insured, licensed and financially sound company or a guy with a truck and no boss installing something the homeowner bought from Amazon.

"Market leaders always have the highest price. Market trailers always have the lowest price. We don't break price against inferior competition, and they are all inferior." --Dick Nihlene, 3M Electronic Specialty Markets

Market Leaders provide the highest value as a matter of standard operating procedure and everybody knows it. Market Trailers might also provide similar value, but many are quick to undercut the price of the Market Leader, often at the expense of the homeowner.

When you commit to being the Market Leader, it comes with the responsibility of being the Trusted Advisor. The Educator. The Local Expert.

Your "Cost of..." articles are love letters to your soon-to-be customers.

They are lifelines to help homeowners sanity check all the stuff they are reading out there on the Internet.

Your "Cost of..." articles are beacons of truth in a sea of non-information, double-speak and misdirection.

They are an open kimono.

Inside information.

It's what we all want to find.

It's the answer.

People love it.

Google loves it.

Put "Cost of..." articles on your website an you will love it too.