5 Blog Articles You Must Have on Your HVAC Website

posted this in
Content Marketing, HVAC
on May 16th, 2013

There is no shortage of topics to cover in the HVAC industry. But when you’re just starting out, it can be difficult to get started. Here are 5 easy ideas to get the ball rolling.

A visual walkthrough of your maintenance visits

Maintenance programs are a great way to increase your recurring revenue. But consumers are often wary of maintenance visits because they don’t understand them. Can’t they just change the air filter themselves every month and be done with it?

In an effort to explain this process, many HVAC websites list exactly what it is that they do during a tune-up. Here’s an excerpt from an HVAC website (your site probably has something similar.)

  • Test ignition system for safe and proper operation
  • Test exhaust system for proper venting
  • Measure supply and return temperature differential
  • Test for proper operation of safety & control circuits

Here’s the problem:

How many homeowners know what a “supply and return temperature differential” is or what that entails? What about “safety and control circuits”?

Instead of putting the consumer’s mind at ease by telling them what you do, you’ve just confused them more by introducing terms they’re unfamiliar with.

A blog is a perfect opportunity to answer their question “What does an air conditioner/furnace tune-up entail?” Take photos of each step and explain what is in the photos, what you’re looking for and why it’s important.

This openness and transparency will build trust in your company.

Show the consequences of NOT getting maintenance done

For how much HVAC companies preach to their customers about the importance of getting maintenance done regularly, it’s surprising how little they show the results of neglecting this maintenance.

Your technicians run across things like dirty air filters, air conditioning coils and blowers all the time. Tell them to be on the lookout for these types of things and to take pictures and send them to you. (You can even offer rewards for the best photos.)

Then blog about the situation. Interview the technician to get the back story and show a photo of the problem along with a photo of what it should look like. This gives the reader a frame of reference.

If any repairs were attributed to the lack of maintenance - point out the dollar amount. Nothing speaks like money!

Before and after photos of a new installation

Some HVAC websites have an area on their website dedicated to showing off their new installs (especially if they do solar.) But the place those photos really belong is your blog, where you can tell the story.

Despite pictures being “worth a thousand words”, most pictures require words to tell the whole story.

Take a photo of the installation before and after. Then do a write up on the project, answering questions like:

  • What brand/model did they owners choose?
  • Why did they make that decision?
  • How efficient is their new unit vs. their old one?
  • How long did the install take?
  • Did your installers come across anything unexpected?

Don’t forget to include the city where the install took place (this helps your local SEO efforts, too!)

Bonus:

Talk to the owners later and find out how much of a difference in energy costs the new install made. Again, money talks!

Talk about the price of a new air conditioner or furnace

One of the biggest questions on the mind of anyone looking for a new air conditioner or furnace is the cost. Yet most HVAC websites and blogs avoid the topic completely.

You don’t have to be exact. Give a range. Explain what factors affect price (brand, size, features, efficiency, etc.) But don’t ignore it completely.

Explain what a quality installation looks like

You, no doubt, understand that a quality HVAC installation is paramount to an energy-efficient and long-lasting air conditioner or furnace. You say so on your website, I’m sure.

But what does that look like? How do your consumers know what a quality installation is?

You can go a few directions with this blog. You could:

  • Show a bad installation - If your techs run across a particularly bad install, tell them to snap a few photos showing what makes it a “bad installation.” Then write a blog explaining what’s in the photos, why it’s a bad install and how it affected the homeowners.
  • Show your own, good installation - Use the “after photos” from #3 above and explain the opposite - what a homeowner should look for to know they got a quality installation.
  • Combine both - Comparing and contrasting good versus bad installs will help readers understand what they’re looking at even more.

Over time, your blog will probably have all three of these options so don’t worry about which is best, they’re all good! Just get started.

Good blogs add value and answer questions

Each of these blogs go beyond just generic posts. They answer real questions your customers have and build trust in your HVAC company. There are many other blogs you should have on your website, but these five are a great start.