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Hvac lead gen booking consultation
Hi all
We're a Hvac company in England and operate in heating. Our main conversions driven channel is Leads gen through paid media (google + facebook).
Here is our website
https://www.trustelectricheating.co.uk/Our main goals is usually prompting users to dow load guides (low quality) or book consultation (high quality).
Recently we're trying to push more people booking consultation, but this goal has always been particularly difficult. What else can I do to improve the message, offer of this goal? Making it more lucrative and not making people subject to the idea that it's hardsale, pushy salespeople coming to your home?
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1 Reply
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My background is in Google Ads, so I’m focusing on that. I would say things that I have found helpful is making sure you are targeting the correct level of the funnel and making sure that corresponds with the landing page. If you are targeting higher funnel informational keywords and send them to a booking focused page, you’ll see a lower conversion rate.
In my experience that a lot of HVAC people will shop around, you’ll want to look into retargeting people who come to your site and don’t book. You can also give them some kind of freebie or give new customers a discount.
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I’ll be honest, there’s just so much going on when I get to your site. This would definitely be a detractor for me as a consumer if I landed on your site in need of the services you offer.
What’s the landing page you use for your ads? If it’s the home page, that may provide clues as to why you may find it a little more challenging to get people to book consultations.
When I click on ‘Get a quick quote’ my browser went nuts, dragging up that much content will cause issues for mobiles. Why not have that be a form immediately or redirect to a page with the form?
The requirement provide so much information to you, to book an appointment doesn’t seem like a worthwhile transaction. I’ve not been sold on any reasoning why I should provide you with all of that on top of time to speak to you, for you to sell me something.
There needs to be more of a sale involved prior to making such a commitment. Why not also allow me just to provide you with my details? You can call and email and I’ll speak to you when I’m available, you’re on my time/ dime.
I’d honestly look at redesigning the home page. There’s far too much going on, it doesn’t flow well from a journey point of view or selling me the idea of doing business with you. Condense all of your images and maintain **one** background.
Your page and menu structure also needs a review – why run that many pages? Do you expect me to want to go through each of them to sell myself?
Apologies if this sounds critical, attempting to provide you with some real value and suggestions.
I’d go back to the drawing board and identify;
1. Who is my ideal customer
2. What does my ideal customer want from someone like me – services and benefits
3. What is important to my ideal customer
4. What will a customer journey look like for my ideal customer?
5. How do I make this so fucking easy for them, while also selling them on me so that when I do get their contact details, we’re already on our way to completing a transaction?Build your website with the above answers in mind.
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