HVAC Contractor Newsletter

ACCA - 3 Tips for Supercharging Your Website

Last month I was invited to write a monthly newsletter article for the Greater Houston ACCA chapter. Starting this month, I will post my ACCA newsletter to this newsletter distribution list. If you receive the GH-ACCA Hotline, you will get priority access to my article as it will post one week prior to the ACCA Hotline distribution.

In addition, each month I will continue with my regular newsletter. So this year I hope to provide even more valuable Internet marketing information.

ACCA Newsletter
Now is the time to make crucial updates to your website for the upcoming spring and summer air conditioning season. It is important to remember that there are two audiences for your website - people and search engines - and that the updates need to address both parties.

Tip #1 - Provide more Content
This tip is critical because it not only helps both home owners and the search engines, but it can provide valuable insight to your business.

From a home owner's perspective, you need to provide detailed information on the products you are offering to satisfy the research they are conducting on your company and products. If your website does not provide enough information, they will go elsewhere to obtain it. This could be to a competitor or the OEM (all of whom have a "dealer locator") and now you have introduced competition that could have easily been avoided.

Search engines love unique content. Unique, relevant information is one of the primary attributes evaluated by the search engines. Therefore, by describing the products and services you offer, in detail, you will help your search engine ranking.

Lastly, expanding your website from 5-10 pages to 30-50 pages, is a daunting task, but a very valuable one. For example, you might discover that home owners are more interested in RGF?s Guardian Air over standard UV lights and as a result, increase your indoor air quality sales when you change your product emphasis.

Tip #2 - Implement Website Tracking
By adding website tracking code on each of your pages you will be able to know:
1. How many people are visiting the website
2. Where they live
3. Which pages they are viewing
4. How they found the website
5. Which keywords they used to find the site
plus a whole lot more, all in real-time.

This is critical information for your business. Making business decisions is easier when you have the proper information. For example, if you could confirm how many visitors are coming from a vendor?s website, you would know the value and worth of their dealer locator.

Tip #3 - Create a Search-Engine Friendly Website
It is important to remember that when search engines evaluate your website, they look for information in specific locations on your website. Therefore, your website must know how to communicate with the search engines.

Unfortunately, this is no easy task. Not only do the search engines update their method of evaluating websites (their algorithm) frequently, they also do not disclose all of the attributes they consider in their evaluation (over 100), or the relative importance of each attribute. For the novice, it?s like shooting at a moving target, blindfolded.

Implementing these recommendations will be time consuming, yet beneficial. Many will save time and money in the long run by finding an Internet marketing company with experience in the HVAC industry to complete these tasks properly.

In next month's article we will discuss the high-level guidelines provided by search engines for creating a search-engine friendly website.