The AIDA Principle – Generating HVAC Website Conversions and Leads through [Attention, Interest, Desire, Action]
Newsflash: rising to the top isn’t easy.
Home contracting service and lead generation websites are competitive.
It’s a difficult thing to predict how a website will behave. The cost and apparent visual quality have very little to do with success rates.
Unfortunately, that doesn’t stop people from devoting hundreds and thousands of dollars to trying to “buy” their way to the top of Google search results.
The stress of going about it that way is considerable, and worse yet, it won’t work. Google AdWords can place your website favorably, but that’s where their role ends. You have to take that influx of visitors and convert them into leads and eventually customers, and that’s where most websites and landing pages are failing.
So what is the problem? Why are visitors clicking away?
Is it the design? Nope.
Is it the hosting service or platform? Try again.
It’s the content. It’s always the content.
Good websites convey a clear message to their viewers.
This is an easy thing to fix if you know the right people. Fortunately for you, I am the right person! In this post, we’ll go over ways you can dramatically improve your conversion rate.
(Sidebar: when we say conversion, we mean when a website visitor calls, emails, or takes another desired action!)
With a few simple actionable tips, you can bump your conversion rate by up to 5x. Things like changing your messaging and including special offers can sweeten the deal for your viewers and increase the odds of their following up with you.
There is a copywriting principle at play in all of this, a sort of tried-and-true standby referred to as AIDA. No, it isn’t about Verdi’s Opera or the Elton John/Tim Rice rock take on the same. It stands for Attention, Interest, Desire, Action.
For copywriters staring down the barrel of a blank white page, or amateurs just getting their start in the field, AIDA is a necessity for your toolbox. It consistently provides measurable results and can be used in sales ads, squeeze pages, direct mail, radio, and television.
Here, we’re applying it to your web content.
Before the AIDA Explanation!
Step one should be about ensuring that you understand your potential customers. If your language isn’t directly aimed at them, and aligned with their interests, the equation won’t work.
So, when creating content, we start with research. What demographic are we reaching? What psychographic applies to them? That’s how you maximize your ROI. There are some great Copywriting Checklists out there.
Applying the AIDA Principle Where It Counts
First things first!
Your headline is your handshake. Make sure to capture their attention with a firm, focused headline that touches on their problem and your solution. Since we’re basing this around one of my areas of expertise – HVAC – I’ll offer the obvious example: customers are probably looking to you to solve a heating or cooling disruption.
By way of example, here’s a (copyright protected) headline that has performed admirably for a client of mine:
“Get Unmatched Craftsmanship, Best-In-Class Service, Fast Repairs & Free Installation Quotes, all at Prices That Suit Your Budget!”
Notice a few key things about this headline:
It identifies a problem (repairs needed) and a solution (repairs offered).
It sweetens the pot (free quotes, value pricing).
It’s short and punchy.
Customized to your specific needs, the above approach helps you grab your viewer’s attention and draw them closer to the desired action.
More than half of all organic visitors start on your homepage – that headline has to summarize everything you can offer them in two dozen words or less!
That’s how we grab their ATTENTION.
Is Your HVAC Website Getting Enough Traffic? We Can Help With Traffic and Conversions … On Your Budget!
You’ve got their attention. Now what?!
Once you’ve commanded their attention, you have to create interest. This is best accomplished by thinking of your opening paragraph as a dialogue, not an article. You’re talking WITH/TO your viewer, not AT them.
Use language accordingly:
“Does it feel your AC breaks down at the worst times? That’s no joke. If you can’t bear the idea of waiting a week or more for a repair company to get the job done, we’re here for you. [Your Company] can guarantee a same-day visit to figure out your problem and get moving on the fix.
That means you get more time spent on the things that matter most: your family, your work, and your life. We’re on call 24/7/365 – so count on us to come to the rescue. We guarantee your satisfaction or you don’t pay a dime.”
That idea can be fleshed out and made long form easily. You can bullet point features and compelling offers here. Note that the language is consumer-facing: YOU get, YOU deserve, here is what WE offer YOU.
You’ve caught their attention and gotten them interested. Now build desire!
Here’s where you don’t hold back. It’s a proposal, so don’t skimp on the ring. Tell them about your 24-hour service, your money-back, risk-free guarantee. Tell them about your incredible reviews and your stellar reputation with BBB and Angie’s List. Offer them an irresistible reason to say yes.
Often, that’s in the form of an offer.
How’d you like to save $300on AC repair services?
You can combine offers ($300 off services plus no diagnostic fee, a total of $385 in savings!) and ensure that the customer knows the offer doesn’t come with strings.
That’s how you separate yourself from the crowd of competitors screaming about “special offers,” by the way. Make yours unique, and, if possible, multi-staged.
Don’t be coy, either. Assign a dollar value to it – modern consumers want you to be transparent! Give them every reason to choose you, and make your competitors look outdated and stuffy.
We’ve arrived. You’ve done everything right, now bring it home.
All the work you’ve done is for nothing if you don’t give your viewers a clear and immediately understandable call to action:
“Don’t spend another moment with your broken air conditioner! Call us now at ”
And that needs to be a brightly colored, contrast-filled button. It should be at the top, middle, and bottom of your page, with the phone number and call to action always paired.
NEVER use a “contact us” link that leads to a contact form page. Keep the lead generation box at the top of every page for the email-happy viewers, but what you really want is the direct action, not the passive one.
When you do use a signup form, keep it in three fields: Name, Number, Email. Every line after that will lessen the likelihood that they’ll fill it out, and your conversion rates will suffer.
Finally, your “button” should never say “SUBMIT,” but should be something creative. Let’s do this! Fix my AC! And so on.
That, in a nutshell, is applied AIDA.
There’s a lot more that goes into it, and in other posts, we’ll dig deeper, but these 4 simple actions alone can dramatically improve your conversion rates.
Want the full experience? Contact me and we can talk about how to maximize your PPC conversions and keep you drowning in leads!