13 WAYS DUKE CITY COULD INCREASE SALES IN 2021 BY 30% (or more)
My name is Matthew Rupp, and my team and I have helped drive millions of dollars in new business to our HVAC clients that we love working with.
Instead of carrying on about how we…
- Only work with family-owned HVAC companies that take a great deal of pride in what they do
- Only have a select handful of clients so we can bring them tons of attention and real value
- Only work with one company in a particular market and none of their competitors
- GUARANTEE OUR RESULTS
(all of that is true)
…my team and I decided to just SHOW YOU what we would do to help grow sales for Duke City in 2021 by 30% or more, potentially a lot more.
Key to Dominating Google
Before we get to the good stuff, let me explain one simple concept on how to be #1 on Google easy to understand. Dominating the first page of Google is all about one word – TRUST.
Just like in real life, trust must be EARNED. It doesn’t just get passed out.
The more ways we can help Google ‘see’ who you are, what you do, where you do it, who you do it for, and WHY you are the best possible result (for what somebody is searching for on Google), the more your phone will ring. It’s really that simple.
Your Website Assessment
I am going to touch on a wide variety of areas in this case study including:
- Your website
- Your competitors
- Content on your site
- Popular search terms
- Technical factors
- Site speed
Some will be VERY impactful while others are more minor, but all are geared toward building trust not just with Google but also your potential customers and making your PHONE RING!
I will try my best to make it easy to understand but I know some of this can sound like Chinese. If you have any questions or would like clarification, feel free to call me on my mobile is 316-312-8181 or email me.
When I look at a website from Google’s perspective, I am looking for four questions to be answered:
1. WHO ARE YOU?
People don’t buy credentials. They buy what you can do for them.
2. WHY SHOULD I CARE?
Tell your visitors about you so that they know you are qualified for the job. Then, put the bulk of your efforts into showing people that your company is comprised of real human beings who care about them, their problems, and will help them find a solution.
3. CAN I TRUST YOU?
Everyone is skeptical. Your visitors are thinking, “Yeah, right. Why should I believe any of this?” Do you answer that question? Without trust, your website is worthless.
4. WHAT’S NEXT?
If you can’t measure it, you can’t manage it. An effective call to action on your site is something you can measure to see how hard your website is working for your business.
A) I would definitely show off photos of real people on your homepage. People are visiting your site looking for somebody to trust to have in their home and to potentially spend a lot of money with. The great news, your company can easily fix this!
I found these photos on your Facebook page.
You obviously have great photos of a team that your community would see and want to hire. You need to make sure these images are on your website, not just social media.
If the SEO company that built your website is charging you monthly, I would fire them TODAY. Seriously.
B) People who come to your site are going to look for the phone number in the TOP RIGHT corner of your site. There is NO phone number anywhere at the top of your site. I finally found it at the very bottom on the left.
C) Google doesn’t rank websites they rank website PAGES. Having ONE page on your site for ‘heating’ and only one for ‘cooling’ is making it impossible for you to rank well on Google.
D) Your website pages are basically empty. This is ALL the content on your website related to heating, furnace repair, furnace replacement, furnace issues, etc.
E) Putting that ‘naked’ email address bottom left on your homepage is a HUGE magnet for spam emails. If they clicked through to your contact page instead, you would be able to see how many people took that step that showed interest.
F) Show off your great reviews
65 reviews on Google isn’t bad. 4.7 stars is excellent! That says a lot about how you treat your customers! Showcasing this incredibly great review rating average is a definite missed opportunity on your website.
G) The navigation on your website could be a lot more helpful.
Remember, when it comes to Google TRUST is the name of the game. If Google thinks you are a generalist and ‘kind of’ good at a LOT of things you won’t get a fraction of the clicks and calls you deserve vs if it is CLEAR that you are very good at a handful of your most important services.
I threw this together just to give you an idea what navigation would look like on a STRONG HVAC website!
Google would have ZERO confusion what this company does!
H) I would end the homepage with something warmer, more inviting (such as utilizing those pictures you already have on your Google profile)
Here is an example of what we did on the bottom of a homepage with one of our HVAC clients – Hanna Heating and Air Conditioning. It is inviting with both the message and the image of their friendly front desk staff.
TELL YOUR STORY
I mentioned the Crazy Egg tool we use on all our clients’ websites in the video. That software allows us to see exactly how far website visitors scroll down and reveal what gets clicked on (and what doesn’t).
Almost without fail, the ABOUT pages get more clicks than any other page!
Having About pages that tell our clients story and really captures the ‘heart’ behind their business is an area where we really shine!
Here are a few examples of this work that we have done for a couple of our HVAC clients.
Social Media is another area where my team really shines. With a very talented graphic designer as part of the team, we are constantly surprising and delighting our clients with fantastic images and design work all geared to making them look great!
Many of your posts on Facebook are superb! Especially the posts sponsoring local teams, the guys being silly with masks, breaking into the work truck – that’s the kind of stuff people love and will interact with.
Content can be anything that helps your website visitors (or Google) see who you are, what you do, where you are, and why you deserve to be #1. It could be text, video, images, a guide, helpful resources, a checklist visitors can download, frequently asked questions, team bios, etc.
Most business owners don’t realize this, but Google doesn’t rank websites – it ranks PAGES!
I would like to challenge you. Think about your ideal customer and an HVAC-related issue they might have.
- air conditioning repair
- ac blowing hot air
- broken furnace
- clean dirty vents
Now look at your website. Can you see even ONE page that is at least halfway shows that’s what your company does? Don’t feel bad. The answer is almost always no. This gives you an idea of how LOW the bar is set (and great news for the one company we work with).
I wasn’t able to find a blog or any pages on your site besides the handful listed at the top of the site.
Having RECENT content on your site that is RELATED to what Duke City actually does for its customers is super important.
Content can be anything from questions you hear from customers a lot, an interview with one of the owners of the business, a short video, tips to fix common (small) issues, photos from complete jobs.
We add fresh content EVERY MONTH to all our HVAC client’s websites!
Below are some year-to-year comparisons of a couple of our newer clients. Last February, they saw 4 or 5 times more website sessions and clicks! We can show you more examples of how content directly drives new website visitors and phone calls!
Here is a snapshot of what search terms Duke City HVAC ranks for today and the exact position on Google.
Unfortunately, none of these are ranking in the top 2-4 spots so they aren’t driving much of any traffic to your website.
The more PAGES of quality, relevant content we add to your site the more search terms you will rank for!
CALL TO ACTION
I am sure you have heard the line “You can’t manage what you can’t measure.”
One of the biggest items missing from your website, social media and online presence is a Call to Action.
A Call to Action is something of significant value you can give, tell, or show your ideal clients that is GOOD ENOUGH for them to exchange their email address for it or to actually pick up the phone to call you.
One of the BEST parts about having (a couple) great Call to Action items on your website is it allows you to see what is working and what isn’t. Sure, you get traffic from Facebook (for example), but are any of them clicking on the contact page, filling out a form, or picking up the phone?
An effective call to action allows us to see that PLUS be able to foster that ‘lead’ and potentially turn them into a customer!
Some examples you might like:
Duke City has a total of 72 reviews with an average star rating of 4.58 which isn’t bad.
There are quite a few of your reviews that need a response. This is an important metric that Google does look at. While most of your reviews are pretty fantastic, there are a handful of negative ones that could use a response.
We would love to show you how to start getting a LOT more reviews!
We have found several different ways to go about it. We’ve been able to double the amount of reviews our clients have received (sometimes within a few months) as well as raise their average rating. Here is the growth for a client in the first 7 months they started working with us.
LONG TAIL OF SEARCH
The long tail of search is very simple and applies to every industry.
What is long tail of search?
In a nutshell, it is ranking for the longer search phrases that are commonly searched for AND are most certainly being ignored by the competition.
The term “hvac” or “air conditioning” likely gets searched thousands of times a month in Albuquerque, but this is actually the OPPOSITE of a long tail search. These short search terms are very general and get a LOT of searches.
The trouble is this search term shows zero intent and not where most people will start their search on Google. Most people will start their search with trying to solve THEIR problem, “My furnace is clicking”, “my AC is frozen up”, “my furnace is blowing cool air” – this is where we want to find them – while they are still trying to solve their problem!
Ranking for high volume keywords like ‘hvac’ is difficult, costs a lot of money, time and expertise. Plus, you are competing with tons of paid ads, directories, and competitors with deep pockets.
You are likely to see a whole row of paid ads. They don’t get many of the clicks, but they muddy up the page.
So, where is the big opportunity? The answer is in the image below.
70% OF ALL SEARCHES ARE IN LONG TAIL KEYWORDS.
When you think about your ideal customers – the challenges they are running into and the questions they commonly have – therein lies the opportunity.
To be honest, few people get that the key to succeeding online doesn’t lie in being #1 for ‘HVAC’ or ‘heating and air’. These terms have massive search volumes, but it’s foolish to try and rank for them.
The real money is in ranking for search terms like:
- Why is my AC blowing hot air?
- Furnace not igniting
- AC making weird sounds
- Why is one room is too hot?
I used two different tools to grade the speed of your website. For many years this has been a very important ranking factor to Google.
The first one was this site – https://tools.pingdom.com/
The 2nd one is actually provided by Google – https://developers.google.com/
These tests confirm that your site has major speed loading issues. This is absolutely costing your ranking, website visits and phone calls.
NAME, ADDRESS & PHONE
An important factor in building trust with Google is a consistent name, address and phone number for your business across different platforms (your website, social media profiles, directories and associations related to your industry and general business directories).
The more consistency there is, the easier it is for Google to trust you are who you say.
With some clients, this is a BIG issue just because of the nature of how companies often grow. They might start in the owner’s home and then move to a small shop, and some years later maybe a bigger shop. You throw in a partner change, a name change, or more than two moves (not to mention a variety of employees or agencies ‘helping’) and you can end up with quite a mess.
We did some research and found a handful of issues for Duke City:
This site shows a weird phone number.
Same with this one.
One of our tools shows the citations of the top 5 ranking HVAC companies in Albuquerque. If you would like to see this report, give us a shout and I will be happy to send it over!
I will try and cover this section without boring anybody to tears.
Optimizing a website page simply means how well are the different ‘pieces’ of a website page targeting a specific search term? For example, take this page.
This is an example of a well optimized website page (one of our HVAC clients)
Page title: Air Conditioning AC Installation | Wichita, KS (PERFECT)
URL (website address): air-conditioning-installation (CRYTAL CLEAR WHAT THE PAGE IS ABOUT)
Page description: Hanna Heating & Air Conditioning. Fast, reliable heating and air service for Wichita families since 1983. 24/7 Emergency Service. (EXCELLENT)
On the page, there are links to driving directions (which helps Google know where Hanna is located), FAQ, and recent posts.
GOOGLE MY BUSINESS
It’s hard to overstate the importance of your Google My Business profile. This is your chance to tell Google who you are, where you are, what you do, and why you deserve to be #1 for thousands of search terms!
Google is constantly adding more features and options to this platform. This makes sense (for them) because the more they can keep visitors on THEIR site and not on individual websites, they more they ‘win’.
I took a trip to Florida recently and its amazing how much you can find out about local businesses without ever having to click through to their website!
- Wait times
- Products and services
- Specials / promotions
- Service areas
- Business category
- Recent posts
- Holiday hours
- Busy times of day
- Phone number
- Click to driving directions
- COVID updates
- Video Text messaging
Some high impact items with Duke City’s Google My Business profile:
- A ton more pictures of your team, guys in the field, branded vehicles, complete jobs, guys working would be super helpful!
- We LOVE taking our client photos and turning them into a video!
- Adding video to your profile would be very impactful
- Setting up a chat / text feature so customers can message you right from Google without having to go to your site.
- Adding a GET A QUOTE box
A backlink is anything you can click on website A that takes you to website B. It might be an image, a line of text, a video, or anything really. If you can click on it and be taken from that site to yours, you have a link from that site – a backlink.
To Google, links are basically votes of confidence.
The more backlinks you have from websites that are either
- AUTHORITATIVE – High quality. The local newspaper, Chamber of Commerce, Red Cross, or Make a Wish Foundation
- LOCAL – Show a connection to a cause or something going on in the community
- RELATED – Industry associations, HVAC forums, blog comments on industry articles, or white papers
…the more trust your website will have. The key is QUALITY backlinks not QUANTITY!
One of the most important and powerful ranking factors when it comes to Google is something called ‘backlinks’.
A backlink is anything you can click on website A and be taken to website B.
For example, at the bottom of the ACCA website if I click the Facebook icon it will take me to Facebook. This is an example of Facebook having a ‘backlink’ from the ACCA website.
To Google how many, and how strong, backlinks are pointing to a website is a massive indication of trust.
I ran a couple reports for your backlink profile that I would be happy to share if you are interested. You have quite a lot of backlinks but most of them are very low quality. There is a number of ways this might have happened but there is a process to ‘disavow’ them through Google, so they won’t hold back your site traffic (and phone calls).
If you share the biggest 2 or 3 competitors that you deal with the most, we would be happy to take a look and give you some insights into what is HELPING them (online), and where the opportunity is ripe to take website traffic (and phone calls) from them.
If you would like ALL of these items addressed by a team of smart people who genuinely CARE about our clients, who constantly seek out new ways to look out for our clients to grow and treat them like family (the ones we really like), then give us a shout at 316-312-8181 and let’s have a chat.
No salespeople, no pressure, no obligation.
I am so confident my team and I can help you, I am willing to provide the names and phone numbers of some of the HVAC clients we are serving today!
CORY & LUKE – Fenix Heating & Cooling – (316) 945-4842
CODY & TREVOR – Hanna Heating & Air – (316) 945-3481
JOHN – Standard Plumbing, Heating, Air Conditioning – (785) 776-5012
MARC – DALCO Heating & Air Conditioning – (303) 979-7541
THOMAS – Tiger Heating & Air – (361) 852-4450
“We first met Matthew Rupp after he created a huge case study analyzing all the HVAC companies in Wichita. It was very eye opening for somebody to translate digital marketing into something our team could understand. It was great to how we compared and to start working with a clear set of priorities we felt confident would move us forward. The team at Matthew Rupp Consulting has been invaluable to work with. They are creative, responsive, and focused on driving our bottom line!“
Cody Hanna – Hanna Heating & Air Conditioning Inc.
“Matthew and his team genuinely care about the success of Jon Wayne Heating & Air. They are creative, take initiative and are constantly pushing the envelope. They don’t just talk a good game, they put the time in, take photos, create the content, do graphic design, social media you name it.“
Stephen Jabro – Jon Wayne Heating & Air
“Matthew and his team aren’t your typical, cookie-cutter marketing firm. They are authentic, responsive, creative, and genuinely care about our success. We have seen a significant impact on our bottom line working with Matthew and his team.”
Luke Parthemer – Fenix Heating & Cooling
“I thoroughly enjoy working with Matthew and his team. Anything I ask of them gets done immediately. They always provide excellent feedback on how our money is being well spent.
It has definitely increased our business by teaming up with Rupp Consulting.
A+ on everything.”
John Shirtsleeves – Standard Plumbing, Heating & Air Conditioning
We are committed to working with only 1 HVAC company there in the Albuquerque area. We are looking for a local leader who is committed to quality and understands (and desperately wants) to win on Google.
We are so sure of our ability to help grow your company with our work, we promise a money-back guarantee. If you don’t grow at least 12% in the first 4 months, we’ll give you your money back.
I look forward to hearing from you. My number is 316-312-8181.