Professional HVAC services
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Robbins AC and Heating is a family operated HVAC business in Waco, TX. Their original website was a template site hosted on an all-in-one website builder, UENI. A new website was requested because the original website was not performing well technically, or on search. The new website focused on branding Robbins as your go-to neighborhood HVAC guy, with a dash of “superhero.” The page architecture is designed around an organic SEO strategy, breaking off content categories into unique pages for services such as AC repair, AC maintenance, and AC installation.
robbinsacandheating.com
- Develop branding to be carried through to email marketing and collateral. Create a unique website experience that helps this brand stand out among the pack.
- Write AI-assisted SEO optimized content.
- Drive leads through well-designed contact form.
Every home page should be treated as a landing page with a goal for the user to not only understand the business in under 5 seconds, but for the user to navigate to a second page before leaving the website. The home page of a brochure website like this may average at least 30% of total site page views. VERV is more than a brokerage facilitating buy/sell transactions, but the majority of clients’ first interactions with VERV are transactional. For this reason, the first CTA (call to action) button is “View Listings.” Below, we highlight the brokerage and the investment services. Most customers that became investors were first brokerage customers, therefore the content flow on the home page mirrors VERV’s typical customer journey.
Let’s break it down. A website may look good, but more important than aesthetics is the story it is telling. This site strikes a balance between meeting the business goals and the customer goals. Typically these goals will be aligned. When the business offers products with a higher barrier to entry, selling those products may take more effort or have a longer customer acquisition lifecycle – from acquisition to conversion. When possible, lead with the easier sell. Build out your content pages, which are essentially landing pages for other offerings, and leverage other marketing channels to guide your customers along the journey to your higher commitment products or services.
The order in which home page content elements appear depends on the goal(s) of the website, but generally the elements listed here are important to consider including. Every website is a unique challenge with a specific goal. It would be an oversight to treat all sites, and home pages the same.
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