14 WAYS BTAC COULD INCREASE THEIR 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 BTAC 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. Its 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 at firstname.lastname@example.org.
I will start with a few items I mentioned in a video I put together for your team this morning.
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. 99% of them are not going to DIG to find the good stuff!
I found these photos on your Google profile that would be great on your website!
B) Your customers are going to look TOP RIGHT on your homepage for your phone number. Yours is easy to miss in the light-colored grey. You also have it on the top left, but it’s small and easy to miss.
C) Putting that ‘naked’ email address top 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 and showed interest.
D) You need to show off reviews better.
It is fantastic that you have 371 reviews on Google with 4.8 stars! That says a boat load about the type of operation you run and how you treat your customers!
This isn’t ‘bad’, necessarily. But it is WAYYY down the homepage so very few people are seeing it. I would bring it almost to the very top (under some photos of your team).
E) Your navigation isn’t very helpful or clear what BTAC does, who you do it for, or where you do it.
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 its CLEAR you are very good at a handful of your most important services.
I threw this potential navigation together in just a few minutes (not knowing your business very well), but I am sure you can see how this navigation is MUCH clearer in showcasing what BTAC actually does.
F) It is confusing that some of the words in the navigation are drop down menus AND you can click them. Not many people will figure that out.
G) I would end the homepage with something warmer and more inviting (you already have the pics on your Google profile that you could use here).
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!
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).
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:
BTAC has a total of 398 reviews with an average star rating of 4.75 which is damn impressive!
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.
So how the heck do you get a bunch of your customers to start giving you rave reviews? It’s actually quite easy when you’re a quality, locally owned HVAC company.
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 who joined us a year ago.
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, 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 Lubbox, but this is actually the OPPOSITE of a long tail search. These short keywords are very general and get a LOT of searches.
But the harsh reality is that most of the people doing this search has zero intent. It is mostly traffic from people looking to work in that industry, to sell the HVAC companies something, spammers, and on and on.
Worse yet, these are the terms your competition is paying to rank for.
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.
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.
All tests confirm that your site has major speed loading issues. I’m not certain that I’ve ever seen a website score 11 out of 100. 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.
BTAC also has to deal with getting names, addresses, brands, phone numbers all lined up and flowing in the right direction for the initial company. Mr. Thorton started in 1972, then purchased Ideal Air, Kerr Plumbing and Mechanical Masters!
We did some research and found quite a lot of issues for BTAC:
- Several instances of 806-589-1014 showing up as the business # which appears to be a fax #
- Duplicate profiles
- One incorrect zip code
- Lots of profiles with NO address
- 4 different phone numbers (589-1014, 712-2665, 416-6266, 745-7944)
Again, this is a lot of low hanging fruit that, if fixed, could have a tremendous impact on the trust and visibility of the BTAC website and ultimately result in a LOT of phone calls every month!
One of our tools shows the citations of the top 5 ranking plumbing sites (Jay Young, J&W, Blue Sky, Joe Rushing, Lowery) in Lubbock. 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.
The BTAC website has a total of:
- 22 instances of 404 errors (these are empty pages)
- 448 broken links
- 11 dynamic URLS (these are problematic and hurt SEO)
- 29 pages are missing descriptions altogether
- 1,093 images are missing a description. This is a BIG issue. Google can’t ‘see’ and relies on the image description to know what the image IS and how it relates to the page.
The good news is that there is a LOT of low hanging fruit when it comes to optimizing the BTAC website.
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 BTAC’s Google My Business profile:
- The category (listed under your reviews) is currently ‘Air Conditioning repair service in Lubbock, TX’
- Under products and services there is just the website address
- Under appointments, again, just the website address
- Business hours need to be confirmed
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 backlinks.
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.
LAST LITTLE THING
The links to Brownfield, Lubbock, and Ropesville on your site’s About page are broken links. When you click on them, it shows ‘no page found’ page. https://btacinc.com/about/
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
We are committed to working with only 1 HVAC company there in the Lubbock 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.