Want to create an HVAC website that attracts homeowners and turns them into leads and estimates? In this guide we’ll walk you through the top components of a winning HVAC website design, from user experience and conversion optimization to SEO. Plus, see the TOP 3 HVAC websites in the US for ideas and inspiration.
Quick Wins
- Winning HVAC websites focus on user experience (UX), conversion rate optimization (CRO) and search engine optimization (SEO).
- Displaying clear Calls-to-Action (CTAs), customer testimonials, awards and certifications builds trust and conversions.
- Regularly updated, keyword rich blog content and separate pages for each service offered increases SEO and positions the company as an expert.
HVAC Web Design Elements
Before we get to the top 3 HVAC websites in the US, let’s talk about the elements of a winning HVAC web design.
A winning HVAC website design is built on these three pillars:
- User experience (UX)
- Conversion rate optimization (CRO)
- Search engine optimization (SEO)
These three work together to create a website that looks good and performs well at attracting and converting homeowners into booked jobs.
A good HVAC website should be easy to use, provide value and guide visitors to take action, whether that’s schedule a service or request a quote.
We’ll break each of these down to understand how they impact your HVAC website.
User Experience
User experience (UX) is the base of any website and is especially important for HVAC companies to make a great first impression.
Did you know visitors form an opinion of your website design in under 50 milliseconds?
That’s right – a professional HVAC website design can grab their attention and show professionalism in a split second.
That’s why you need an awesome website that attracts quality leads and makes a great first impression.
To optimize your website for user experience consider:
- Responsive design that looks good on mobile, tablet and desktop
- Website load speed under 2 seconds
- Great first impression (USPs, reviews, team, logo, certifications)
- Strong branding that leaves a mark in your visitors minds
- Unique tone of voice that speaks to your ideal homeowner
- Interactive experience where visitors can chat, watch videos and ‘play’
Your HVAC website should be a roadmap that guides homeowners through the decision making process and builds brand trust.
And your website should have separate service pages and use simple language so users can find what they need quickly.
Consistent branding and design throughout the site will keep visitors and keep them engaged with your content.
Plus:
- A photo of your happy techs on a job
- A photo of your vans on the road with your awesome truck wraps
- A video of how you work, who you are and what you stand for
- Customer testimonials to build trust with potential customers
Help to build that relationship with the homeowner who is looking at your website.
Trust is the currency of the internet.
Conversion Rate Optimization
While user experience is about making your website look good, feel good and be easy to use, conversion rate optimization (CRO) is about turning those visitors into customers.
A new HVAC website with clear Calls-to-Action (CTAs) can increase conversion rates. These CTAs tell users to do specific actions like:
- Request a service or quote
- Contact the office to get answers to questions
- Buy (e.g. maintenance plans)
- Subscribe to your newsletter (if you have one)
Good CTAs might be “Request an Estimate,” “Schedule a Repair,” or “Call Us Now.” These are important to guide potential customers and increase your website’s conversion rates.
Another key part of CRO is building trust with your visitors.
This can be done by displaying your certifications, awards and customer reviews prominently on your website. These trust signals build credibility with potential customers and make them more likely to choose your services.
And showcasing the benefits of your services on the website is important. This helps potential customers understand what you offer and leads to better conversion rates.
Showcase your past work and company history to build user trust and engagement. For family owned businesses, highlighting your presence in the community for years can be especially powerful.
People buy from people.
And make sure your Unique Selling Propositions (USPs) are on the homepage and throughout the site.
Your USPs are what differentiates you from the competition. They are the reasons why a homeowner should choose you over anyone else.
SEO
Search Engine Optimization (SEO) is the third piece of the puzzle of a winning HVAC website design. It’s how your website gets found when homeowners search for HVAC services online.
One of the best SEO strategies for HVAC companies is to have separate pages for each service on a heating and cooling website.
For example Rescue Air TX, one of the websites we’ll look at later, has separate pages for services like
- AC installation
- Ac repair
- Heat pump installation
- Heat pump repair
- Furnace installation
- Furnace repair
- Mini split installation
- Mini split repair
This helps with search engine rankings and makes it easier for customers to find information on the services they need.
Create pages for each area you serve.
This helps with local SEO and makes your services available to potential customers in those areas.
For example if your HVAC company serves multiple cities or neighborhoods, having pages for each location can increase your visibility in local search results.
These pages can include local content such as
- Customer reviews from that area
- Work you did in that area
- Services offered
- Local promotions or discounts
And including local keywords and phrases will help with local search rankings, too.
If you are curious to understand more, dive into our Ultimate SEO Guide for HVAC Contractors.
HVAC Website Design Examples
Now that we’ve covered the basics of winning with your HVAC website design, let’s take a look at some examples that set the standard in 2024.
Looking at other HVAC websites can give you ideas and inspiration for your own website.
We’ve compiled the TOP 3 U.S based HVAC websites, each with their own unique features and design elements that set them apart in the competitive HVAC space.
As we go through these examples we’ll highlight the practical tips you can use to create your own winning HVAC website.
Web Design Example #1: Rescue Air TX
Practical tips you can model from Rescue Air TX:
- A video in the header, overlayed with a benefit statement and call to action will engage visitors and direct them to take action. (CRO)
- Media that features your team at work will build trust by adding a personal touch and showing professionalism (UX & CRO).
- Linking your services on the homepage makes it easy to navigate and improves both user experience and search engine optimization (UX & SEO).
Web Design Example #2: Arizona Comfort Specialists
Practical tips you can model from Arizona Comfort Specialists:
- Strong branding in the header through presenting their trucks trucks and logo in the image slider while leading with a strong CTA.
- Liquid SEER as a unique product that solves a customer pain point (longevity of the HVAC system) and therefore helps them differentiate from the competition.
- Showcasing Google reviews prominently builds trust with potential customers.
Web Design Example #3: Brody Pennel
Practical tips you can model from Brody Pennel’s website:
- A nice truck image in the hero section, displaying their Google, Facebook & Yelp ratings prominently and followed by a call-to-action improves user experience and conversion rates (UX & CRO).
- Awards prominently displayed builds trust with visitors (CRO).
- Linking to all services and service areas on the homepage improves both user experience and search engine optimization (UX & SEO).
3 Tips For Your HVAC Website Design
Now that we’ve looked at some examples, let’s get to the quick tips to improve your site.
These tips cover three areas:
- Clean design
- Mobile friendliness
- Customer reviews
By doing this you’ll see a big improvement in your website’s ability to attract and convert customers.
Remember your website is often the first point of contact between your business and potential customers, so make a good first impression.
We’ll get into these tips and see how they can be applied to your HVAC website.
Clean Design with Easy Navigation
Clean design with easy navigation is the base of an HVAC website.
Simple design makes it easy for visitors to find information, user friendly.
When designing your website consider:
- Bright branding elements
- Attention grabbing colors that leave a good impression
- Consistent branding throughout the site to build brand recognition
This will make your site look good and build brand recognition.
Remember keep your navigation menu simple and easy to use (the bar at the top of your website that you can click to go to different pages of your website).
Organize your services in a logical way and have important information like contact info and service areas easily accessible from any page.
By having a clean design and easy navigation you’re not just creating a good looking website but also one that guides potential customers smoothly from interest to booking a service.
Mobile Friendly
In today’s digital world, mobile friendly is not a nice to have, it’s a must have.
Mobile devices accounted for 60% of global website traffic in 2022.
That means most of your potential customers will be accessing your website from their smartphones or tablets.
If your site isn’t mobile friendly you’re losing out on a big chunk of your audience.
A bad mobile experience will scare off more than half of the users. To make sure your HVAC company’s website is mobile friendly focus on:
- Responsive design that adapts to different screen sizes (phone, tablet, desktop)
- Make sure your contact info and call to action buttons are clickable on smaller screens (preferably in the header)
- Consider the loading speed of your mobile site – users will abandon a page if it takes too long to load (use caching, CDNs & web compression)
By optimizing for mobile you’re not only improving user experience but also search engine rankings as Google now uses mobile first indexing.
Studies show consumers expect a website to look and perform better on mobile than on desktop so mobile optimization is even more important for retaining and converting visitors.
Show Google Reviews
In the HVAC industry trust is everything.
One of the best ways to build trust with potential customers is by showing positive reviews and testimonials from happy clients.
80% of potential customers check online reviews before making a decision and the average consumer reads 10 reviews before trusting a business.
This means you need to not only collect positive reviews but also show them on your website. Showing positive Google reviews on your website can increase your credibility and convert visitors into customers.
Take a look at Comfort One Air Conditioning who focused on getting more 5 star Google reviews by using a built in survey tool to customize personal messages and ask customers to leave a Google review.
Once you have these glowing testimonials make sure to show them on your site. Featuring 5 star ratings and positive reviews on your homepage and service pages can increase your credibility and convert visitors into customers.
Remember potential customers trust the words of your happy customers more than your own marketing messages so let your happy customers do the talking for you!
DIY HVAC Website Builders
For HVAC companies that can’t afford to drop some serious cash on a new HVAC website built on WordPress, DIY website builders can be a for now solution.
Three options to consider are Squarespace, Wix and Weebly.
These platforms have user friendly interfaces and customizable templates that can help you create a professional looking website without needing to know how to code.
We don’t recommend them because we’re not impressed with load speeds, conversion rate optimization and user experience optimization.
But if you want to DIY and want to save on your website design they might be worth a look.
Squarespace
Squarespace is one of the popular website builders that can help HVAC companies create a clean professional website without technical knowledge.
But there are some downsides to using Squarespace:
- Slower load speeds which can hurt user experience and SEO rankings
- Less SEO features so it’s harder to get high search engine rankings
Wix
Wix is another website builder option for HVAC companies. Wix has HVAC specific templates that can be customized with your company logo and service photos.
The main drawback is these websites look unprofessional (so it’s hard to build trust with customers).
Weebly
Weebly is one of the website builders that’s good for small HVAC companies looking for a simple and effective website that’s mobile optimized.
We can’t say enough about the downsides since we have no experience.
HVAC Website Design Costs
Knowing the costs involved is key to making an informed decision when creating or updating your HVAC website.
A well designed HVAC website can cost anywhere from $1,000 to $100,000 (according to WebFX, a big box marketing firm) depending on number of pages, complexity of design and additional features needed.
The costs can vary greatly depending on whether you work with a web design agency, hire a freelancer or go the DIY route with website builders.
Don’t forget to consider not just the initial design costs but also ongoing maintenance costs and potential marketing and SEO investments.
Initial Design Costs
The initial design costs for your HVAC website can vary greatly depending on your approach and the complexity of your site.
If you work with a professional web design agency you can expect costs to range from $7,500 to $100,000. This range is based on the complexity and features of your website, more complex designs and features will be at the higher end of the spectrum.
If you’re on a tighter budget freelancers may offer lower initial design costs, potentially starting at $500. But keep in mind lower costs means less comprehensive services.
Ongoing Maintenance Costs
When budgeting for your HVAC website design don’t forget to consider the ongoing maintenance costs that come after the initial design.
Website maintenance for HVAC sites involves regular updates and security measures which adds to your annual costs.
These annual costs include updates to keep your site current, security measures to protect against cyber threats and potential hosting fees.
The cost for these maintenance tasks can range from a few hundred to several thousand dollars a year depending on the complexity of your site.
For small businesses website maintenance costs range from $3,600 to $12,000 a year. But for more complex HVAC websites the average annual maintenance cost is around $24,000.
Make sure to factor these costs into your budget so your website stays secure, up-to-date and converting customers.
Marketing and SEO Investments
Marketing and SEO is key to making sure your HVAC website doesn’t just exist but thrives in the online competitive landscape.
HVAC companies spend between $1,500 to $5,000 a month on SEO to optimize their website for search rankings and traffic.
This investment is to drive organic traffic to your website and costs vary based on the scope of the campaign.
More comprehensive SEO services can cost between $2,500 to $7,500 a month.
In addition to SEO, pay-per-click (PPC) advertising for HVAC businesses can cost between $1,500 to $10,000 a month (including adspend) depending on the competitiveness of the keywords.
Note: For Google Local Services Ads costs vary and you only pay when a customer contacts you through the ad.
Most small-to-midsized businesses spend between $1,500 to $10,000 a month on marketing their website.
While these numbers seem high remember effective marketing and SEO can generate more leads, booked jobs & ROI.
HVAC Website Design Inspiration
Looking for more inspiration for your new HVAC website design?
- Pinterest – search for “HVAC website design”
- Dribbble – search for “HVAC”
- Behance – search for “HVAC”
Final Words About Winning HVAC Website Design
After discussing all the above, it’s pretty clear that your HVAC website is not only about a stunning design – it is about finding the balance between design, SEO and conversion optimization.
If your website doesn’t have all of these things – and doesn’t visually represent your company as it should, it might be time for a website redesign.
HVAC Businesses trust Top SEER Marketers with their website, because…
- We know how to combine UX, SEO & CRO
- We know how to build an easy-to-manage website on WordPress
- We have 4 experts per client, focusing on web design, SEO, advertising & CRO
Need help with your HVAC website?
94% of homeowners are searching for HVAC companies right now.
If your HVAC website isn’t on page one of Google you’re missing out on a lot of leads and revenue.
If you don’t have the time to build your own HVAC website then we recommend you choose a HVAC specialized SEO agency that builds an industry leading website for you.
Our monthly & annual HVAC marketing programs include a brand new industry leading website in the scope.
If you’d like to explore if we are a good fit to work together, book a 15 minute ‘does it make sense call’ with us.
Note: To honor both, yours and our time please do not book a call if you’re not serious about spending upwards of $2,500 a month to get more leads and booked jobs from your HVAC website.
FAQs
What are the key components of an HVAC website?
Effective HVAC websites build brand trust, convert and rank for search engines by focusing on E-E-A-T (expertise, experience, authority, trust). They include social proof such as Google review widgets which can boost trust and conversion rates. Prominent calls to action (CTAs) are crucial to convert website visitors into leads. Personalization using custom photos of staff and company assets instead of stock images helps build trust with visitors.
How do I structure my navigation menu?
A good HVAC website has a clear and simple menu that lists all services. This allows visitors to find what they’re looking for quickly. Consider categorizing your menu into main sections such as heating services, cooling services, service areas, blog and about us. Keep the menu structure simple and user friendly.
Do I need a mobile friendly HVAC website?
Yes. Responsive design means your HVAC website works on all devices including smartphones, tablets and desktops. With more and more people using mobile devices to search for local services having a mobile friendly website is a must. It improves user experience and also impacts your search engine rankings as Google uses mobile first indexing.
How can I make my HVAC website different from competitors?
To make your HVAC website stand out use a consistent color palette that matches your company’s brand. This creates a visual identity. Integrate all your digital marketing channels including SEO, PPC and social media to drive traffic to your site. Showcase your unique selling points such as 24/7 emergency services or special financing options. Include customer testimonials and case studies to build trust and show your expertise.
How important is website speed for my HVAC website?
Website speed is key for HVAC websites. In fact over 50% of visitors will leave if a site doesn’t load in 2 seconds. Slow loading times means higher bounce rates and lower search engine rankings. To improve your website speed optimize images, minimize HTTP requests, enable browser caching and consider using a content delivery network (CDN). Regular site speed tests and optimizations should be part of your website maintenance to ensure best user experience and search engine performance.
What are the must haves on an HVAC website?
Must haves on an HVAC website are display of past projects, easy to find contact information, customer testimonials and a prominent call to action for scheduling services. Also important is a mobile responsive design, fast loading times, clear USPs and clear financing information. An FAQ section, service area map and emergency contact details will help improve user experience and conversion rates. These will help your website convert visitors.
How often should I update my HVAC website?
You should update your HVAC website at least once a quarter to keep it fresh for new customers and search engines. More often for blog posts or seasonal promotions if you want to rank on page one. Also worth mentioning is that HVAC websites are outdated after 2 years of usage and need a new design since technology changes so fast.
Is it worth paying for professional SEO services for my HVAC website?
Yes, it’s worth paying for professional SEO services for your HVAC website. SEO can bring high returns on investment by getting you on page one of Google, more high quality leads and booked jobs. It takes an initial time and money investment but the return is worth it in terms of more leads and more customers.
How do I measure my HVAC website?
To measure your HVAC website track key performance indicators like website traffic, bounce rate, average time on site and conversion rate using Google Analytics. Also monitor leads generated and gather customer feedback to get user experience insights. Monitor search engine rankings for HVAC related terms in your service area to see your website visibility.
Should I put pricing on my HVAC website?
Pricing on your HVAC website depends on your business model. While transparency on pricing builds trust, HVAC services require custom quotes. Consider putting price ranges for common services or quote request forms to strike the right balance and get potential customers to contact you for more detailed pricing information. This way you can communicate your value proposition and get more leads.
