Too Good To Pass Up: The Art of Irresistible HVAC Website Offers
Lots of website visitors are pretty great.
Conversions are better.
It doesn’t matter how many people visit your site if that’s all they’re doing. What you need is a surefire way to convert viewers into customers.
You do that by making them an offer they can’t refuse. (Not in the Godfather sense of the word!)
In today’s post, we’ll cover how that can be done. Every webmaster (or business owner moonlighting as his own web operator) needs to know how to craft an online offer that will get a browser to take action.
When visitors hit your website, through AdWords, search engines, clickthroughs, or any other method, they’re coming with baggage.
That baggage is a problem that they need you to solve. And they won’t care at all about who you are or how much you cost until they have a reason to believe that you’re the person who can solve it.
You gain their trust through the creation of compelling offers. Why? Because compelling offers, properly crafted, show your confidence and your competence to potential customers.
Let’s word that even stronger.
Compelling offers tell customers that YOU. MEAN. BUSINESS.
This applies to any form of lead generation that seeks to attract customers via a submission form or phone call. That’s the goal line. That’s the hurdle.
That’s why you can’t shy away from strong offers. Put your best foot forward, immediately and strongly. Your landing pages should include money-back guarantees, discounts, free services, special financing offers, and anything else that will gain their trust.
It works because only a good company can back those promises up when it counts, and consumers are smart enough to know that.
So you grab their attention with a captivating offer, make a persuasive case for your company with bold language, and inspire them to leave their contact information or call you.
And do it fast, because most website visitors are half a breath away from clicking through to your competition.
You have to make an offer so unique, so rock-solid and desirable, that calling or emailing you will feel like their idea. It will be nearly instinctive.
A note on Google Adwords.
AdWords allows for detailed, specific offers.
[INSERT OFFER IMAGE]
Discounts are a great offer. You have to strike a balance between making the offer high enough to be attractive, but not so high that it’s uncomfortable or risk-taking for you.
I remind my clients often that for residential contractors, that discount shouldn’t be decided upon until you’ve considered the lifelong value of the customer. A single repair is an audition for a lifetime of being that customer’s first and only call for the specific service you provide.
So consider making that discount a pretty hefty one – and don’t be afraid to include a dollar amount. Your Google AdWords ad should get that point across immediately, and drive traffic to a landing page that shows more details.
The language should show the customer that the ad wasn’t clickbait and that your company intends to honor the promise that brought them (the consumer) to your website.
Looking for an advanced, high-converting HVAC website? We’ve got the answers you seek.
Here’s an example of a high-converting headline. It begins with a clear and obvious need:
Does your AC need fixing?
If You’re Tired of the Heat and Ready to Restore Comfort, the HVAC Heroes at [COMPANY] Can Help You – TODAY!
The ad attached to this headline would go on to:
Advertise a discounted free diagnosis with any paid repair
Guarantee solid, transparent pricing
Provide a coupon for instant savings
Mention your company’s years of service
Mention your company’s bona fides
Then, you include a special introductory offer ($75 off repairs, a free tune-up, etc.) with a limited time frame, attach the phone number, and wait for the deal-seekers to call.
Your offers, promises, and guarantees have to extraordinary. There’s no way around that. Just as importantly, they have to be straightforward and honest. Your goal should be for the viewer to see you as a straight shooter, a fair shake, a good neighbor.
You do that by making sure they know that your risk-free guarantee isn’t a joke. By ensuring they know you’re around 24/7, that you guarantee on-time visits, that your vehicles are stocked with frequently needed parts, that your technicians are experienced and polite, that you offer free returns, and anything else relevant to their needs.
Your target audience doesn’t want risk, so your job is to show them that you’ve removed it for them. They want to find a company fast, so you give them a reason to stop looking.
Here’s what you don’t do:
Don’t engage in “commodity phrasing,” and don’t brag.
We’re the best!
Honest, Reliable, Hardworking!
Quality is our middle name!
These phrases are tired, and they make you sound like a fast-talking used car salesman. Potential customers will see no value in that language, and it will work against you. No viewer could fail to see that a company relying on weary clichés probably has nothing concrete to offer.
They’ll leave you for someone who offers something substantial – so your job is to be substantial.
Effective landing pages use bullet points or brief languages to communicate their offers clearly and quickly, while highlighting the specific benefit to consumers.
So instead of:
“Free programmable thermostat with new installation”
a smart landing page might say:
“Automated, wi-fi capable digital thermostat that learns and adapts to your lifestyle. Set it – and forget it! Free with new installation!”
Do you see the difference?
Do you see how one is dry and boring, and the other is engaging and ties the offer directly to a potential customer’s experience?
Be evocative. Show them how your offer will solve their problems and make their lives easier, and the improved conversions will follow.
Question: What has worked for your lead-generating websites? What hasn’t? Would your customers respond well to this method rather than what you’ve tried before? Share your comments!