There was a time when most homeowners called you to ask questions and gather information before they bought a new system, but now, buyers are 80% of the way to making their purchase decision before they ever pick up the phone to call you.

How?

HVAC Buyers are Doing Their Homework on the Internet

Over the last ten years, the Internet has really shifted the power of information from salespeople to The People.

These days a homeowner can ask Google pretty much any question and get the very best answer on the planet.

Salespeople are brought in as a matter of necessity to map out and wrap up the details of the job itself.

They Ask, You Answer - Always Be Helping

Give the homeowner what they want.

Answers. To every possible question. Right on your website.

More people will find your company organically, yes, but even better, when prospects call to schedule a consult, you can email them links to your website content that will educate them prior to the sales call, producing a much higher quality conversation at the kitchen table.

Social Proof Closes the Trust Gap

Today, if your company doesn't have a pile of online reviews, buyers see a huge red flag and click to the next contractor.

You don't have to be on Twitter, but you should be on Facebook, educating, answering questions and curating your reviews. With $20 a week you can stay top of mind while always helping.

Case studies give people the chance to see a home like theirs with a problem like theirs right in their neighborhood. This is the single most valuable investment you can make in your marketing infrastructure.

What Does an HVAC System Cost?

Don't be afraid to talk about pricing on your website. And I don't just means specials.

People -- people like you and me -- expect to be able to get enough information about the price of a major purchase during their research on the Internet.

How do you feel when a company won't provide even a hint of pricing guidance without a phone call?

You should have a family of website pages dedicated to educating prospects about the value of a fair price in all the products and services you provide.

If you give buyers these three core bits of information on your website, you will attract more people with a need, and accellerate the process of getting them to know, like and trust your company, producing higher quality appointments and more deals.