Are you tired of seeing Comfort Inc, Interstate and SunTech at the top of Google?

 

  • Co ComfortInc - Are you tired of seeing another OKC HVAC company at the top of Google?

     

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    Co Hill - Are you tired of seeing another OKC HVAC company at the top of Google?

  • Co Yarbrough - Are you tired of seeing another OKC HVAC company at the top of Google?Co SunTech - Are you tired of seeing another OKC HVAC company at the top of Google?

     

    Co prudhome - Are you tired of seeing another OKC HVAC company at the top of Google?

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  • Co OKAir - Are you tired of seeing another OKC HVAC company at the top of Google?

     

    Co DrabekHill - Are you tired of seeing another OKC HVAC company at the top of Google?

     

    Co AirFactory - Are you tired of seeing another OKC HVAC company at the top of Google?

     

    Co Exec - Are you tired of seeing another OKC HVAC company at the top of Google?

     

  • logo png - Are you tired of seeing another OKC HVAC company at the top of Google?

    Co SmithBros - Are you tired of seeing another OKC HVAC company at the top of Google?

     

    Co Metro - Are you tired of seeing another OKC HVAC company at the top of Google?

     

    Co Directair - Are you tired of seeing another OKC HVAC company at the top of Google?

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.

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We are on a mission to work with just one HVAC company there in Oklahoma City.

Let me guess a few things about you. If this doesn’t resonate with you, just stop reading here.

• You have absolutely ZERO desire to learn about “digital” marketing, citations, links, or any of that mumbo jumbo.
• You are SICK of being bombarded by people trying to sell you their “magic beans” when it comes to the web.
• You have likely tried a couple companies and “experts,” and they were a complete waste of time.
• You know being at the top of Google is important.

There’s another way.

Instead of trying to “sell” you on who we are and what we do, our team decided to just show you (and your competitors) who is doing well on Google and who is shooting themselves in the foot.

We identified all the “players” in Oklahoma City by strictly going off what we found on the first 2-3 pages Google. You will see that among those included, some are giant operations and some are very small.

We looked at over 200 metrics and assessed Oklahoma City companies against each other using the following guidelines:

cAT cHART - Are you tired of seeing another OKC HVAC company at the top of Google?

These are the 12 most important areas when it comes to ranking well on Google and really making your phone ring.

 

Before we get to the good stuff, let me explain one simple concept that will make understanding how to be #1 on Google much easier.
Dominating the first page of Google is about one word – “TRUST.”

“Trust” is the name of the game, and just like in real life, it must be EARNED. It’s not just passed out. We need to build trust in some areas, and often just as importantly, we need to get rid of things that are hurting that trust.

Why is trust so important?

If somebody searches for “my AC is blowing warm air,” do you think Google is going to trust the website that loads super slow, has cookie-cutter images, and has no content that actually addresses that problem?

Imagine if somebody searches for “my AC is frozen up” while in Oklahoma City (which Google knows) and finds your site which has a page that specifically addresses this topic. You also have a rich, complete Google profile, recent positive reviews, recent photos, and you show a connection to the community (like a link to a local event). That’s a good bet you are trustworthy.
Google AC frozen search - Are you tired of seeing another OKC HVAC company at the top of Google?

chapter 1

WEBSITE


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.

Web bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

It’s hard to overstate the importance of building trust when it comes to your website. That’s essentially the whole point. Without trust, your potential customers won’t pick up the phone and call you.

I want to show you some of the best (and worst) examples I came across.

TS Heat & Air has a lot going for it:

  • Great image of the large fleet of personalized vehicle right up top on the homepage show that this is an established company
  • Trust signals such as the Angie’s List and A+ BBB section
  • Navigation is clear and easy to follow  
  • Easy way to contact the company for service & special deals shown right on the homepage

Web TSvans - Are you tired of seeing another OKC HVAC company at the top of Google?

Web TS - Are you tired of seeing another OKC HVAC company at the top of Google?

WEB TSSpecials - Are you tired of seeing another OKC HVAC company at the top of Google?

Of course, any industry associations, safety, compliance, or service organizations that you can be a part of (cheaply) are worth their weight in gold when building trust, especially if they provide you with a badge to show off on your site! Here’s a great example from Drabek & Hill showing a lot of reasons why people can trust them.

WEB OKAir trust - Are you tired of seeing another OKC HVAC company at the top of Google?

Personally, I love the personality – the REAL people you find on the Yarbrough & Sons’ website! THIS is what your customers are looking for – somebody they can trust and who will stand behind their work if something goes wrong.

WEB Yarb - Are you tired of seeing another OKC HVAC company at the top of Google?

On the other hand, some of the HVAC companies in Oklahoma City have issues that are real turn-offs for potential customers.

Few things will turn visitors away from your site faster than stock photos.

WEB bad OKAir stock - Are you tired of seeing another OKC HVAC company at the top of Google?

A website that is devoid of personality can get 1,000 visits a month but only a handful of phone calls.

One website that is struggling unnecessarily is Drabek. Their homepage doesn’t have much too it or show much about how this company stands out. But their History page is fabulous. Showing who you are and your great history is something people need to see right when they come to your homepage.

The text at the top of your website is called the navigation. It shows visitors and Google, where to go to find help. This part of your site must be useful and intuitive.

Unfortunately, many websites make it downright difficult for Google to understand what your business actually DOES.

WEB EJ badNav - Are you tired of seeing another OKC HVAC company at the top of Google?

This example above could be for roofing, DJ service, or just about anything. Remember, ranking well on Google is all about making it EASY for Google to see who you are, where you are, and why you deserve to be on top!

Great rankings and traffic won’t grow your business. You need a website that communicates who you are, what you do, and why you are good at it. A good website builds trust and leads visitors to take action.

EXAMPLES OF OUR WORK

Here’s Hanna’s website before they became a client. They’ve been a Wichita leader in HVAC service for THREE generations, but you’d never know it by their website.

Hanna Homepage 2013 - Are you tired of seeing another OKC HVAC company at the top of Google?

Now, here is Hanna’s website AFTER.

WEB Hanna After1 - Are you tired of seeing another OKC HVAC company at the top of Google?

WEB Hanna after2 - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 2

VIDEO


The reasons why you should have videos on your website are staggering:

  • Selling is about storytelling, and videos are an excellent way to share a story.
  • Videos keep visitors on your site longer, build trust, and increase the chances they reach out.
  • Video is the most engaging medium. Our eyes are attracted to movement, so videos naturally draw attention (and keep it).
  • Videos make it easier for visitors to know, like, and trust you.
  • Videos can convey a great deal of information in a short amount of time.
  • More video content is uploaded in 30 days than what the major TV networks created in 30 years!
  • Having videos on your website can give you a big boost in organic (free) website traffic.
  • Studies show that viewers retain 95% of a videos message compared to 10% when reading text.
  • One third of all time spent online is watching videos.

Video is powerful, and it works!

Here is a look at how well each company does when it comes to video on their website. As you can see, some aren’t even trying.

VID bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

The biggest mistake we see when it comes to videos on a website is how far down the page they are, often not even on the homepage!  

Of the 16 HVAC companies I looked at in Oklahoma City, I could only find a handful that have videos.  

Oklahoma Air is hitting this one out of the park. Right on their homepage you will find a video from owner talking about their team, service and awards. It is genuine, shows a lot of personally and provides great reasons why they’re the local company you can trust. 

VID OkAir GREAT - Are you tired of seeing another OKC HVAC company at the top of Google?

Drabek has several videos which feature their president that do a good job of showing what makes them different. Unfortunately, you would have to know to click on “Gallery” in the navigation to find them. That isn’t intuitive for web visitors.

VID Drabek Gallery - Are you tired of seeing another OKC HVAC company at the top of Google?

Smith Brothers has one on their homepage that isn’t bad, but feels like a generic commercial. 

Vid SmithBro good - Are you tired of seeing another OKC HVAC company at the top of Google?

While the videos from SunTech are fun, they don’t provide people a good reason to watch them. People see commercials every single day, and usually don’t want to. Providing video that helps a person learn more about the company, meet the team, or provide them with helpful knowledge would be a great deal better.

VID SunTech Commercials - Are you tired of seeing another OKC HVAC company at the top of Google?

EXAMPLES OF OUR WORK

We create impactful videos for our clients that showcase expertise, community involvement, and other important areas that show customers this is a local company they can trust.

Making videos is time-consuming and a lot of work. Nope. Not true. They don’t have to be. In fact, we often create videos for our clients as a surprise. It took ZERO effort from them for us to make videos on such things as an amazing testimonial, telling their unique point of difference, or even turning an existing blog post into a video discussing their installation process.

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 3

TELL YOUR STORY


I am sure you have heard the saying that people do business with people they know, like, and trust.

Here is a little-known fact you might find interesting: Without exception, the highest viewed page for EVERY client we have ever worked with (from pest control companies, dentists, plumbers, body shops to HVAC companies), is the ABOUT page. Hands down. Think about it – if somebody is coming into your home, working on your car, or fixing your teeth, you want them to be GOOD at what they do, have real experience in that field, give you a fair price, treat you right, and stand behind their work if something does go wrong. I am sure you would agree. What better way to see that than by photos of actual people and telling your story!

If I had just ONE piece of advice for any service business interested in seeing more results from their online presence, better rankings, and increased website traffic, it would be to TELL YOUR STORY.

  • Who started the business?
  • When did they start it?
  • What was the motivation for getting into the industry?
  • How has the business grown over the years?
  • What sets you apart from the shop down the street?
  • What kind of guarantee do you offer that builds trust?
  • What associations or industry groups are you a part of?
  • Are you or your business involved in the community?
  • How long have some of your team been with you?

This is the “good stuff” – the personality, the culture, and the values you believe in and stand behind.

Which companies are doing well at telling their story for website visitors to see? Not many, only a few Oklahoma City HVAC companies are really doing well at this.

Tell chart3 - Are you tired of seeing another OKC HVAC company at the top of Google?

Drabek’s website (when you dig in further than the homepage), really has some great stories and images.

Tell Drabek Teamphoto - Are you tired of seeing another OKC HVAC company at the top of Google?Tell Drabek History - Are you tired of seeing another OKC HVAC company at the top of Google?

Yarbrough Brothers do an amazing job really showing you members of their team. They’ve filled their site with images of REAL people and their history serving the local area.

Tell Yarb MeetInstaller - Are you tired of seeing another OKC HVAC company at the top of Google?WEB YarbHistory 1 - Are you tired of seeing another OKC HVAC company at the top of Google?

 

When “telling your story,” something I see all the time are companies making it HARD to find the “good stuff” on their website!
Take a look at the below website navigation that includes a drop down menu.

Tell Comfort AboutNavproblem - Are you tired of seeing another OKC HVAC company at the top of Google?

The “About Us” isn’t just something to hover over to reveal many pages in that category, it is ALSO a page that you can click on to visit, which I’m sure a lot of visitors don’t realize. This situation makes it really easy to miss what could be the BEST page on an entire website! We see this ALL the time. In fact, it’s pretty common in Oklahoma City. Prudhom, Comfort Inc., Interstate, Above & Beyond, SunTech, Direct Air and Yarbrough & Sons all have this issue.

EXAMPLES OF OUR WORK

A picture is worth a thousand words. We are rock stars in this area.

What does the image below tell you?

Tell 1 - Are you tired of seeing another OKC HVAC company at the top of Google?

• Company truck
• Company shirt
• Professional
• Not some guy on a cell phone

Receptions Call Number - Are you tired of seeing another OKC HVAC company at the top of Google?

 

Images are powerful. If you have company trucks, or your techs wear company shirts, or you have awesome ladies running the office who really care and enjoy what they do – show them to the people.

Kansas Controls – a family-owned company with friendly faces to serve you

KS Controls front page 1024x696 - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 4

CONTENT


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).

Content bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

What do you think people search for more often? Is it “heating and air” or phrases like “ac unit not running” or “ac unit not turning on”?

Content 1 - Are you tired of seeing another OKC HVAC company at the top of Google?

90% of searches start with a QUESTION. Very often this is somebody trying to solve a problem, looking for a short cut, or trying to find a way to save money – this is where we want them to find you.

That’s the road to riches when it comes to local SEO.

  • Who is your customer?
  • What is their pain point?
  • How can you help them with that?

 

Of the companies we researched for this case study, Comfort Inc. really stands out when it comes to content!

Content Comfort Blogs - Are you tired of seeing another OKC HVAC company at the top of Google?

From blog posts, service pages to a FAQ page, Comfort Inc. is providing a lot of rich content this isn’t just helpful to potential customers but also helping them to rank high in google searches.

Content Comfort FAQ Copy - Are you tired of seeing another OKC HVAC company at the top of Google?

 

Prudom also has a great blog section. Kudus to them for labeling it “Help Guides” in their navigation, giving visitors a great reason to click.

Content Prud Nav - Are you tired of seeing another OKC HVAC company at the top of Google?

Their content provides information and solutions to problems people are searching for on Google. Not only that, providing key words like “Oklahoma” and the date the content was written gives Google even more reason to make these pages show up high in searches.

Content Prud guides - Are you tired of seeing another OKC HVAC company at the top of Google?

 

Meanwhile Executive Heating & Air is not doing as good of a job telling what they do. Their “Services” listing in the navigation bar isn’t a category for people to find pages on AC repair, maintenance, furnace installation, etc. Instead it clicks to a single page listing their services, which is simply not enough information to earn trust by either Google or visitors to their site.

Content Exec servicepage - Are you tired of seeing another OKC HVAC company at the top of Google?

EXAMPLES OF OUR WORK

We did a lot of work for Cambridge Family Dentistry here in Wichita. When it came to producing content, my research showed a lot of people were searching for “pros and cons of dental implants.” So, we catered content to that.

The results speak for itself. We got Cambridge to show up not only as the top result, but the TOP THREE RESULTS!

Content 2 - Are you tired of seeing another OKC HVAC company at the top of Google?

Imagine if everyone in a wealthy part of town saw your company first when they were searching for a heating and air conditioning installation. That’s exactly what we aimed for with this content targeted for a specific location. 

Imagine if the people in your town who were wondering whether they should repair or replace their furnace saw your company pop up first with a way to find out.

Imagine if the people in your area who heard about this year’s R22 phase out did a Google search and immediately saw a local company with the information they need.

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 5

REVIEWS


Reviews are invaluable for today’s service-oriented businesses, so it’s hard to overstate just how important this section is! Customers are becoming increasingly reliant upon reviews before making a buying decision.

Often when somebody visits a restaurant or local business, Facebook and Google know and ask these people to share how their experience was. This trend is only growing!

Reviews are a ranking factor to Google, which means they can impact the amount of traffic a website receives and, ultimately, how many phone calls you receive.

Reviews are incredibly important!

While few of the HVAC companies we looked at in Oklahoma City are really hitting it out of the ballpark, so many others are falling way behind, and there’s an amazing opportunity there for them.

Reviews bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

Interstate has the most reviews with 453 averaging 4.8 stars!
Drabek & Hill has 198 and is averaging 4.8 stars!
But the best yet is Yarbrough & Sons. They have a total of 265 and an average of 5.0 stars!

Reviews Yarb - Are you tired of seeing another OKC HVAC company at the top of Google?

No one company is getting as many reviews as they should. It’s not uncommon for HVAC companies in cities as large as Oklahoma City to see their number of reviews in the thousands!

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 6

GOOGLE PROFILE


GMB Decker 1024x582 - Are you tired of seeing another OKC HVAC company at the top of Google?

Google provides a free platform for you to tell them your address, industry, hours, fax, holiday hours, description, logo, tagline, and a wealth of other details. They will display all this right in the search results when somebody looks for your business. 

Just search for your business name and you will see the box on the right. Notice the number of reviews right out front which hopefully helps potential clients feel confident enough to reach out to your office.

This is one of the FIRST steps to take when trying to improve your rankings and website traffic. 

For your Google profile, you really want to give them a wealth of information, including:

  • Industry
  • Date business opened
  • Holiday hours
  • Photos and videos
  • Products
  • Opportunity to chat
  • A way to book an appointment

Remember, all of this is meant to help Google see who you are, where you are, what you do, and why you are the best at it. Your profile is a golden opportunity to help Google see that without spending a penny!

There are some definite winners and losers when it comes to taking full advantage of your Google business profile.

GMB chart3 - Are you tired of seeing another OKC HVAC company at the top of Google?

Some statistics about the Google My Business profiles for these fourteen companies:

⦁ All 16 of them have an accurate category (your industry)
⦁ 11 have made a recent post, which is a short message about a special or something going on in the business
⦁ 10 have photos of their actual shop or office
⦁ Hardly any have more than a handful of videos. Only Interstate and and Metro has posted over 50 photos each.
⦁ Only 1 has a video

This is a great chance for you to show some personality, real people laughing having fun at work with people they enjoy working with!

GMB Drabek recept - Are you tired of seeing another OKC HVAC company at the top of Google?

GMB pic Prud - Are you tired of seeing another OKC HVAC company at the top of Google?

GMB Inter pic2 - Are you tired of seeing another OKC HVAC company at the top of Google?GMB Inter pic - Are you tired of seeing another OKC HVAC company at the top of Google?

What you DON’T want on your Google profile is anything that makes it hard for Google to trust who you are and what you do!

Stock photos are a big no-no! GMB Prud stock - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 7

CITATIONS


A citation is simply any mention of your business name, address, and phone number anywhere across the web (with or without a link back to your site). The most common sources of citations are the thousands of directories and social media sites like Facebook, TripAdvisor, HomeAdvisor, Angie List, Yelp, and YellowBook.   

Citations are important to your rankings, traffic, and ultimately how many phone calls you receive because Google is looking for CONSISTENCY among the hundreds (sometimes thousands) of references to your business. 

Does your company have a citation problem?

Well, answer these questions:

  • Has your business ever changed location?
  • Did another business previously occupy the building you’re in now?
  • Has your phone number ever changed?
  • Did you buy the business from someone else?
  • Have you used tracking phone numbers at any point?

If you answered yes to any one of these questions, then yeah, you’ve probably got a mess to clean up.

We analyzed the total number of citations for each of the 16 HVAC companies, how many of them have conflicting details, and how many are missing a presence on 85 of the most popular platforms.

Citations bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

The two strongest companies in this areas are:

Direct Air
Prudhome

Looking at one of the companies with the most challenges, Smith Brothers, you can see they have a big citation problem here. They have more wrong than right.

Cit SmithBro sm - Are you tired of seeing another OKC HVAC company at the top of Google?

Some of the errors include that the Local Pages website has the wrong address listed. And they are completely absent on 10 very good directories to be on, such as the online Yellow Pages.

Cit SmithBro Localpages - Are you tired of seeing another OKC HVAC company at the top of Google?Cit SmithBro Yellow - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 8

CALL TO ACTION


An effective call to action is something you can measure to see how hard your website is working for your business.

If you can’t measure it, you can’t manage it.

Visitors to your website aren’t looking for a reason to STAY. They are looking for any excuse to LEAVE. They have a problem. They are looking for a solution, and if we have them on your site, and they have clicked on a page or two, it’s time to take them by the hand and tell them what to DO.

Is there anything they’re willing to do that’s easier than picking up the heavy phone to call you? In this texting age, I am amazed at how seldom I see chat boxes on service websites.

CTA bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

In an ideal situation, visitors will feel comfortable within a couple of SECONDS that your team is good at what they do and can help them solve their problem. From there, they are led to a clear, simple, direct CALL TO ACTION.  

The two HVAC websites in Oklahoma City that really stood out were Comfort Inc. and Above & Beyond. Both were doing a lot of the same right ways to entice visitors to take the next step.  

Here are some great features on Comfort Inc‘s site that really give people a reason to take some sort of action.

CTA Comfort specials - Are you tired of seeing another OKC HVAC company at the top of Google?

CTA Confort RequestEst - Are you tired of seeing another OKC HVAC company at the top of Google?

 

In addition to showing off the available specials on their home page and having a “Request Estimate” button right at the very top, Comfort Inc. provides a chat box, which is a great way to start the conversation with a potential customer, especially all the younger homeowners who greatly prefer texting than making an actual phone call.

CTA COmfort chatbox2 - Are you tired of seeing another OKC HVAC company at the top of Google?

Above & Beyond really does go above and beyond when it comes to Calls to Action.

Displayed prominently on the home page is both an easy way to immediately schedule service as well as to request an estimate.

CTA Above request - Are you tired of seeing another OKC HVAC company at the top of Google?CTA Above Sched - Are you tired of seeing another OKC HVAC company at the top of Google?

Providing special deals is always a great way to keep visitors staying on your site and therefore, turning them into customers.

CTA Above specials - Are you tired of seeing another OKC HVAC company at the top of Google?

 

An effective call to action must be compelling, unique, and really stand out if you expect visitors to take action!

Hill & Company provides an easy and convenient way on their site for people to schedule service or request a quote. But saying only “Contact Form” at the very bottom of the home page does not make that clear. Nor is it enticing people to click.

CTA Hill contactform - Are you tired of seeing another OKC HVAC company at the top of Google?

CTA Exec lame - Are you tired of seeing another OKC HVAC company at the top of Google?

 

Just asking potential customers to “call today” or “sign up now” only turns them away.

Sometimes the best thing you can do is also the easiest. Just put your phone number at the top and bottom of all your pages and make it easy to see. That single change alone could immediately result in more phone calls coming in!

Executive does not have their number displayed somewhere obvious, such as the top and bottom of the site. And not only that, and on some of their pages, they don’t have their phone number listed at all.

In addition to not displaying their phone number well, Executive’s front page provides some attempts to get people to click (see images on the right), but not in an effective way. These images are generic and could be for a restaurant, or a car dealership, or just about any type of business.

Also, when you have specials to promote, being specific goes a long way. Saying how much you can save, or who gets a regular discount like seniors or military, will draw a lot more attention (and clicks) than simply saying “Limited Time Offer!”

 

 

WE LOVE CHAT

Having a text chat makes sense. Who doesn’t text nowadays? It’s not as “scary” as calling somebody who could be a pushy salesperson. Visitors don’t find text boxes threatening – they are in control. Sure, they may have called you anyway, but they may have just as easily moved on to another site that does have a chat-box.

I can speak from experience. This is the one on my site:

MRC contact box - Are you tired of seeing another OKC HVAC company at the top of Google?

Just today, I received a chat on my phone from my website.

MRC contact box 2 - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 9

OPTIMIZATION


Unfortunately, “optimize” has been used as a bit of a code word for “take client’s money and do nothing.” 

If you recall, Google ranks pages, not websites.  So, what does that mean for optimization?

Let’s take this scenario as an example: You have a page on your website that targets “AC repair.” You add a couple subheadings, some useful text, maybe a short video about the importance of turning on your AC before the hot days of summer hit to make sure it’s working, or possibly a customer testimonial raving about how great of a job your team did at fixing their AC. All those items help to “optimize” that page for ranking for search terms related to “ac repair.”  

A majority of HVAC companies in Oklahoma City are doing poorly when it comes to having optimized pages. When looking at this chart, keep in mind that the high bars indicate a large number of problems keeping their web site from having proper optimization. This is a chart you want to at the bottom of.

OPT UP2 - Are you tired of seeing another OKC HVAC company at the top of Google?

Remember, Google ranks by looking at individual PAGES and not sites. And when it comes to optimization, there are some specific things they look for, including:

  • How many words
  • How many times you used the keywords people are searching for
  • Photos that are about those keywords AND have embedded info (Alt Tags) with those keywords
  • Headlines that use those important keywords
  • That it’s written conversationally
  • That it uses other related keywords

You’ll see that the best scores are from Metro Service Company and Executive. Neither had any optimization problems, but in those cases, it’s not because they are doing all the right things. It’s because they have so few pages, there isn’t a lot to mess up. But for companies like Interstate who have a ton of content, they need to make sure each and every page has the necessary optimization that Google is looking at.

The real winners here are Prudhom, Comfort Inc. and TS. They had very few errors despite having a site with a lot of pages.

How important is good optimization? Let me show you.

Putting this into action, we did a search for “new furnace Oklahoma City.” One of the first pages to come up is for Comfort Inc., and it’s no wonder why. Their furnace page is well optimized. We have a great tool that lets us see their page exactly how Google sees it.

Opt Comfort newfurnace - Are you tired of seeing another OKC HVAC company at the top of Google?

Their service page on furnaces received a score of 6.7, which isn’t too bad (although we aim higher for our clients). Spending literally a couple of minutes to change a few, easy things could really improve page optimization.

Now we head to Interstate’s page for new furnaces, and we see a very different picture.

Opt Inter newfurnace - Are you tired of seeing another OKC HVAC company at the top of Google?

With a score of only 4.0, it is not a surprise that their page specific to new furnaces doesn’t even show up on the first page of Google.

EXAMPLES OF OUR WORK

The best way for us to show you how we can fix pages on your site is to do just that. So, if you email me a link to one page of your site, I will get back to you with at least 20 fixes to make your page optimized for the actual keywords people in Oklahoma City are searching for.

Have you ever done a furnace or AC job to fix what some other HVAC company or guy in town really messed up? Yeah, I know that feeling. Some of my clients came to me, often reluctantly, after spending a lot of money on SEO that never did anything.

Here’s the thing. If someone is properly optimizing your site, you’re going to see it. I know of many business owners who pay SEO companies THOUSANDS of dollars every month to optimize their site, and yet they don’t know what the SEO company is actually doing.

Real, effective SEO is something you can see. So, email me one of your web pages and let me show you what we can do. No cost. No obligation.

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 10

TECHNICAL


The technical “behind the scenes” aspects of SEO are critical. I get it. A lot of this sounds like a foreign language. I don’t expect my clients to know (any of) this. That’s what my team and I are here for.

The bottom line is that Google needs to be able to crawl (read) your site, be able to tell what the images are of, and hopefully find what’s called a sitemap which gives the search engines essentially a roadmap to your site. Your images should be sized properly, in the right format, and so on.

These are just a handful of the technical factors that are important, sometimes vital.

When it comes to the technical factors, only a few Oklahoma City companies were doing well. Three of them have a particularly high number or errors.

Tech chart UP - Are you tired of seeing another OKC HVAC company at the top of Google?

 

This case study wouldn’t be complete without including a “technical” section, but don’t worry. We kept this super easy to understand.

We ran each of the companies’ websites through a powerful tool that looks at dozens of important metrics.

Tech 1 612x1024 - Are you tired of seeing another OKC HVAC company at the top of Google?

We added up all the technical issues and ranked each company according to the TOTAL number of issues.

This is a VERY simplistic way to show this. In truth, some of these issues can be quite involved. Some issues are more minor and create fewer problems for your website.

Tech graph - Are you tired of seeing another OKC HVAC company at the top of Google?

At the opening of this case study we talked about the importance of making it easy for Google to trust you are who you say, do what you say, and are good at it.

This is why it’s so important to look at the entire picture. Comfort Inc. is CRUSHING it in several other areas detailed in this case study. However, their technical issues are keeping them from kicking things into an entirely new gear!

Having 2254 technical issues is hurting their chances of ranking as well as they could be!

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 11

WEBSITE SPEED


Why is site speed so important?

This one is a no brainer. We have all visited a website and had it load sooooo slowly. I am sure you can attest to how quickly you move on when you run into a website like this.

This is definitely one of the EASIEST wins for our clients. It’s amazing what improving a website’s speed can do for its rankings, the amount of traffic, how long visitors stay, or how many pages they look at.

How the HVAC companies in OKC compare when it comes to site speed

Speed bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

There is a clear winner to who has the best site speed. Direct Air is nearly perfect in tests for both mobile and PC speed.

Speed Direct Mobile98 - Are you tired of seeing another OKC HVAC company at the top of Google?

Speed Direct PC99 - Are you tired of seeing another OKC HVAC company at the top of Google?

 

 

 

 

 

 

 

While Prudhom has definite site issues, it was Drabek who fared the worst with a site speed on mobile of only 6 and on PC of 40.

Speed Drabek 3 - Are you tired of seeing another OKC HVAC company at the top of Google?

Speed Drabek PC - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

chapter 12

BACKLINKS


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!  

Backlinks bigchart - Are you tired of seeing another OKC HVAC company at the top of Google?

A handful of backlinks from local companies in Oklahoma City or related to the HVAC industry are 100x more impactful than a random link from some gardening website in Philadelphia or a company that sells racing products in Atlanta.

Websites are given an “authority score.” An authority score is a guide to seeing how strong, related or reputable the links pointing to your site are.

This lets us see that while Interstate has a lot fewer backlinks than Oklahoma Air, the ones they have are of a higher authority.

Drabek likely has some low-quality websites with links pointing to them.

Backlinks graph - Are you tired of seeing another OKC HVAC company at the top of Google?

Request the entire report card in a handy, one-page PDF you can easily save or print for future reference.

We are only going to work with one HVAC company there in Oklahoma City (and none of their competitors)

You can reach Matthew directly at 316.285.0729 (no salespeople, no commission – just a friendly chat to see if we are a good fit).

Click Here

Like it or not, the world of marketing has changed dramatically and it’s only accelerating. We all know that the days of being able to write a check for radio, TV commercials, and Yellow Page ads and having the phone ring and ring have long since passed us by. 

I know that’s true because I was once in your shoes.

I spent 20 years running a service business and that’s what I was doing in 2010-11 when I first heard the word ‘Google’. (I still remember thinking “what the hell’s that?”) I threw away thousands of dollars trying to get my website on the top of Google and I might as well have planted it in my yard and expected a money tree to grow for all the good it did me.

Long story short – I got frustrated. I decided to figure it out on my own, which I did. That led to helping a friend, then another, and before I knew it, this was a full-time gig. Today I have a whole team of smart folks, and we specialize in helping HVAC and plumbing contractors make the phone ring.

The problem is the world was changing so fast (and still is) that it was hard for most of them to stay on top of what IS working vs. what WAS working. Then you have the fact that a lot of those so-called “experts” were full of shit to begin with (okay FINE, a lot of them were just interested in getting your money).

You are in a service industry that, to a large degree, has been relationship-based, but as technology keeps racing along – and as the kids of parents that have been loyal customers for years and years move into the decision-maker’s seat – having a strong online presence is only going to be increasingly important. 

I get it. You couldn’t care less about links, citations, useful content, or any of this (none of our clients do). You want the phone to RING. You know the web is important, and you need somebody smart, that you trust, to help carry the ball and make things happen. 

That’s what we do. 

We don’t do cookie-cutter solutions or surface work. We dig deep and make things happen for our clients.

My agency doesn’t work with just anyone. We are actually quite selective. We never work with more than twelve clients at a time, and never with more than one company in the same industry at a time. If you are interested in being the one Oklahoma City HVAC company that I put all my knowledge, time, and energy (and that of my team) into being #1 on Google, you can learn what to expect working with us here.

If you would like to have a chat and see if we are a good fit, you can reach me at 316-312-8181 or email me

Have a fantastic day! 

Matthew