HVAC website prices range anywhere from a $1500 for a template to well over $80,000 for a top-of-the-line, custom site.
(The custom websites we build for HVAC companies tend to be in the $15,000 to $50,000 range.)
“But what should I spend?”
That’s a hard question to answer because every company and every situation is different.
If you’re just starting out, you don’t want to drop $50,000 on a new website. You need that cash for other things (like paying your bills). Likewise, if you’re a long-standing company you don’t want your marketing efforts ruined by a hastily-put-together $1,500 template site.
We can help you determine what your budget should be with a marketing consultation.
But, to give you some rough ballpark estimates, you can split most redesign budgets into 3 groups that most HVAC companies fit into:
- Small, relatively new company that’s trying to establish itself
- Small to medium long-standing company that’s ready to grow like crazy
- Large, well-established company that dominates its market and is now expanding into new markets
We’ll explain each group’s needs and how they should budget in more detail below using fictitious companies.
A new company still establishing itself
Situation: Andy owns Best Air. The HVAC company has 15-30 employees and has been in business for more than 30 years. Up until now though, they’ve relied on word-of-mouth referrals and minimal advertising (such as the Yellow Pages).
But Andy has big plans. He wants to triple the size of his company in just a few years. His strategy is to focus on the higher-end of the market. His current site hasn’t been updated in years and doesn’t look great.
Goal: He needs a website that helps establish Best Air as the high-end HVAC company, converts well and serves as the foundation of his other marketing.
Recommended budget: $15,000-$25,000. A website in this range will help him transform his current website into a lead-generation machine and set a solid foundation for his marketing efforts.
What to look for: Andy should look for a website that:
- Is custom designed—To position his company to the higher end of the market, he’ll need a website that shows customers his company is high end. This requires a certain aesthetic that likely won’t be achieved with a template.
- Includes professionally written copy—To convert visitors into leads, Andy needs a website that both persuades people and gets found in search. A professional copywriter helps you do both.
- Has phone and web tracking—Andy will want to make sure that his marketing spend actually gets the results he’s after (increased quantity and quality of leads). So he needs good web analytics and phone tracking numbers to see what’s working and what isn’t.
An established company expanding into new markets
Situation: Katey is the marketing manager for A+ Comfort, one of the largest HVAC companies in their metropolitan area. She was hired to help them expand into a new city or service (like plumbing).
A+ Comfort’s website is OK, but Katey isn’t sure what’s working and what isn’t. She’s looking for someone to give her advice on how to improve the website while also getting it ready for the company’s expansion into a new market.
At the same time, she’s getting pressure from HR to update the site to have more information about careers and job openings.
Goal: Optimize the website to be more effective and expand it to include their new services and information on careers with the company.
Recommended budget: $25,000-$60,000. Expect something more toward the low end if the existing site can be updated. A full-on redesign will be toward the higher end.
What to look for: Katey should be looking for the same things as Andy at Best Air (see previous section). But she may also want to consider:
- Additional service pages—A+ Comfort is expanding into plumbing services so the new website will need additional content to help sell those services.
- Careers section—A custom careers section (like this one for Morris-Jenkins) helps HR attract more qualified candidates to the growing company.
- Custom site enhancements—Depending on what A+ Comfort’s website already has, you may be able to take what’s working and make it better. Take this Help Guides section, for example. We used Coolray’s massive library of helpful articles to create a self-service help section for their customers and potential customers.
- Integrations—Integrate your website with the other systems you use. For example, you can tie in your recruiting platform so that new job applicants go straight to HR. Or you can integrate your CRM so your call center can immediately respond to request for appointments.
Don’t forget the rest of your marketing plan
A website that is both well-designed and persuasively written is the foundation of great HVAC marketing. It helps convert visitors into leads. And it’s a solid first step.
But your online marketing has to consist of more than just the website. After all, you need a plan to attract potential customers to the website in the first place. And, once they’ve become a customer, you want to continue to sell to them and prevent them from choosing a competitor in the future.
That’s why we include a digital marketing plan as part of our HVAC website redesigns. Without taking care of your other digital marketing, your website won’t be as effective as it can be.
Want to know what a new website and marketing plan would look like for your company? Contact us to get the conversation started.