The Anatomy of a Great Service Page for HVAC Websites

Good service pages for HVAC websites have five main things in common:

  • Keyword-optimized skimmable copy that spells out your offer, service areas, and value proposition (solutions and benefits).
  • Prominent chat, contact, or other call-to-action buttons.
  • A detailed explanation of your booking and appointment process or FAQ section.
  • A social proof section featuring customer reviews, and industry certifications.
  • Responsive, mobile-friendly page design that loads fast.

If your service page gets these elements right, you’ll be closer to delivering a great user experience, ranking high in search, and converting high-quality leads. 

Wondering what that looks like in action? Here’s a sample wireframe of a fully optimized HVAC service page based on our 20+ years of experience.

View Wireframe

Service Page Template

1. A compelling above-the-fold section

What that looks like:

  • A clearly articulated unique value proposition – That’s a short headline stating your offer, who it’s for, and how it’s different.
  • A compelling hero shot: Maybe an image or video of your technicians at work, a visual of the end product of a service, or something similar. This image helps your customer visualize how your brand helps customers. 
  • Specific and clear call to actions (CTAs): Like ‘call now’, or ‘chat with us’. These prompts guide the visitor to the right step to take to book your services.
Compelling Above The Fold Section

Why it matters

The ‘Above-the-fold’ (ATF) is the section of your service page that visitors immediately see when they land on your page — and before they have to scroll down. 

While it’s often not enough to convert leads on its own, if it’s not promising enough, visitors won’t scroll, or click on any CTAs.

A captivating ATF reassures potential customers that they’re on the right page and starts to sell your business as the best option for them. 

To improve your above-the-fold:

  1. Create a UVP that answers the visitor’s search intent

Brainstorm questions like:

  • What set of people are you targeting? 
  • What are their pain points? 

If the search keyphrase is, for example: “Where to repair or install my HVAC system today?”, the intent is likely “My HVAC system is broken, I need someone within 20 miles who can fix it ASAP so I don’t sleep in the cold today”

An effective UVP could then be

“Fast and dependable heating systems repair, replacement, and maintenance for homeowners in Cincinnati.”

But that’s just one part. 

Next, think:

  • What does this service offer, and how do they benefit? 
  • What makes you different?

These remaining three questions will help you come up with additional promising info to add to the ATF. For example:

“With over 20+ years of expertise, we provide 90-day routine maintenance and 24/7 emergency service from licensed NATE-certified technicians.”

And the final question:

  • What actions do you want people to take when they visit service pages? 

This helps you determine the ideal call to action.

  1. Add photos or videos that bring your promise to life

For example, Quick Fix Air Repair shows customers before and after photos of its duct cleaning service.

Show Customers Before and after Photos

2. Uncluttered scannable copy

What that looks like:

  • Short lines of text
  • Large-sized meaningful headings and subheadings to create a visual hierarchy and draw users’ attention to the information they seek. 
  • Text and background color combinations that have excellent contrast e.g black text on a white background.
  • Active voice e.g. “AC repair service cost depends on what we need to repair.” instead of “Our AC repair service cost is determined by what we need to repair.”
  • Robust use of formatting like italics, bold, and highlighted text to guide the reader’s eyes.
  • Bullet points for lists above 3 words.

Here’s an example from Carini Home.

Example of Uncluttered Scannable Text

Why it matters

How you choose the placement, size, spacing, and other visual attributes of your website shapes your website’s visitors’ experience.

The best web design practices work with (not against) how the brain perceives and processes visual information.

How Visual Hierarchy Works Graphic

Also, research by Gestalt psychologists shows that the human brain interprets the relationship between elements on a page based on some principles including,

  • Similarity
  • Proximity
  • Connectedness
  • Closure

These visual cues, when applied, help users correctly interpret and interact with service page elements.

Users classify objects that are closely placed together as a group, for example.

And a bullet point list of services is easier to process than a run-on sentence.

“We offer 

  • HVAC installation
  • HVAC repair
  • HVAC maintenance
  • Ductwork installation
  • Geothermal installation”


“We offer HVAC installation, HVAC repair, HVAC maintenance, ductwork installation, and geothermal installation.”

To improve your service page’s scannability:

  • Itemize lists of more than three words or phrases with bullet points.
  • Break and contextualize text sections with clear headings and subheadings to help the reader know what those parts are about.
  • Keep paragraphs short to about 3-4 lines.
  • State the bottom line up front (BLUF) by delivering the most important information in the first few lines of sections or paragraphs. Some users won’t read the remaining sentences or paragraphs in that section. 

For example, on Quick Fix Air Repair’s AC Tune-Up page, we summarize who they are, what they offer, and where their target market is in the first sentence.

Improve Your Service Page Scannability
  • Break up text into chunks with images, icons, videos, graphs, charts, and other elements. You could add an image after every three paragraphs.
  • Use large font size (14x-16px) and 24px line height at least.
  • Use typefaces like
    •  Times New Roman
    •  Verdana
    •  Arial
    • Tahoma
    • Helvetica
    • Calibri
  • Use bold italics, and contrast, to differentiate and emphasize different parts of your web copy.
  • Avoid using acronyms or terms customers are unfamiliar with..

For example, write the full meaning of a term like AFUE (Annual Fuel Energy Ratio) at the first mention of the term in the copy.

Remember, your customers aren’t trained HVAC technicians. Write copy with simple diction that they can easily understand.

  • Use direct verbs in your copy. 

For example: 

Don’t write…

“we help you get an understanding of your HVAC system’s challenges.” 

Instead, write…

“We help you understand your HVAC system’s challenges.”

Slight changes like these improve the copy’s readability. You can assess your service page’s readability with an app like Hemingway Editor

3. Copy search optimized for your service keyword

What that looks like

  • Reflects and answers the intent behind the search.
  • Uses proper header hierarchy (from h1 to h5 in the right order).
  • Has meta descriptions and title tags optimized for search.
  • Service keywords present in relevant headings and subheadings.

For example, our client Quick Fix Air Repair targets people in Pembroke Pines, Miramar, and Southwest Ranches for their AC Tune-Up service. 

So we added those phrases to the H1 and H2s of their service page

Headers on a Page

Why it matters

Organic traffic is the largest source of scalable traffic. And when people are already searching — as opposed to viewing an ad in their social media feed — they’re most likely to convert.

To determine what pages to rank, Google — as the most basic step —, looks at your page’s content to see if it contains phrases that match a searcher’s keyword. 

Optimize Your Service Page Copy for Search

Updating your service page with words customers use to search for your HVAC services improves the likelihood of Google showing your service page among the top results.

  1. Add your keyword to the page URLs

Use the main keyword in the URL to provide context for bots (and readers) to easily understand the page.

Instead of a URL like 

An SEO-friendly URL could be something like

Google’s SEO guidelines recommend using shorter URLs with simple and descriptive words. Avoid using long number strings, underscores, and words that are joined together.

Tip! Remember to check your site for broken links and replace or redirect them if you update your links.

  1. Add your keyword to image captions and alt text

Caption image files with short names using keywords to help search engines identify and categorize them. 

Resize images while retaining quality to help them load fast. 

Also, Google recommends adding alternative text describing the content of the picture. 

Google uses alt text and computer vision to make sense of web page images. This text shows up when images load slowly and helps search engines identify the images’ context.

  1. Add your keyword to headings

Google recommends placing keywords in prominent parts of your content, like headings and titles

Search engines use headings like h1s and h2s to know the structure of your website’s content.This lets them index the pages correctly and direct the right traffic to your service pages.

Lastly, you can create service pages for specific locations to increase your chances of getting found by quality leads. 

  1. Include audio-visual files on your service pages

Adding search-optimized images and videos to your service page’s content lets it appear among Google’s rich snippets.

They also feature in Google’s image and video tabs, reaching a broader range of searchers. 

  1. Add your keyword to the title tag and meta description

Google generates search result snippets of your webpage using title tags and accurate meta descriptions. Meta descriptions are concise, relevant summaries of a page’s content.

Google Meta Description

These HTML elements determine whether searchers will click on your site, so write compelling copy using the primary keywords and with the searcher’s intent in mind. Google suggests using unique, page-specific meta descriptions to improve SEO.

Keep your title tags between 50-60 characters and meta description below 160 characters, as Google SERPs don’t display beyond this on mobile.

  1. Add internal links and use keywords or relevant words as anchor text

Strategically adding hyperlinks leading to and from pages on your website helps you build a clear information architecture and shows crawlers how web pages and elements connect. 

Link to your service page from other pages using anchor text that is “descriptive, reasonably concise, and relevant to the page that it’s on and to the page it links to.” 

It should be contextually accurate and hint at the page it links to. This improves navigation and Google’s understanding of the hyperlink. 

Feeling like this is a lot of work? No problem, contact us and we can help

4. Detailed service process and service areas outlined

What that looks like

Shares details like:

  • Service duration
  • Service terms, scheduling process, and pre-service confirmation calls
  • Follow-up times after installation
  • Routine maintenance frequency
  • Covid-19 precautions
  • Warranties
  • HVAC systems
  • Pricing and financing options
Service Area on Hvac Website

Example of service area on an HVAC website

The Air Company does this on some service pages. For their maintenance services, they outline the system parts they check to ensure optimal function and to fix problems. 

Outline Maintenance Services

They also share the steps and possible schedule they’ll follow for installation services.

Outline Installations

Also, include a comprehensive list of your business’ service areas. It can be on the lower end of the service page copy or website footer.

Why it matters

A detailed process lets you manage customer expectations by defining the scope of your service. It helps you speed up your customer journey by reducing the need to ask questions about your service process.

What you can do to implement

  • Think about your service and list the steps in your process. You can also use a mind map to break down the processes into specific areas.
  • Write down the process you follow when delivering that service again or recount previous service experiences.
  • Publish it as a simple list or a list with few details beneath.
  • Another option is to write a project timeline and briefly describe what you do at each stage. Present them with bullet points and in short paragraphs.

5. Social proof from recommendations and industry certifications

What that looks like

  • Displaying industry certification badges
  • Sharing logos or videos from high-profile press and features
  • Highlighting customer ratings and reviews like the one below
Highlight Customer Ratings and Reviews

Why it matters

It’s easy to convince a visitor to trust you when they can see that others trust you too.

For example, research shows that 49% of customers trust reviews from local business review sites like GBP and Yelp as much as recommendations from family and friends.

Positive reviews, certifications, and press mentions allow you manage the narrative and perception around your business. They help you show credibility and a track record of quality service to potential leads.

What you can do:

  • Offer quality service. Include value ads like shut-off tags, and place follow-up calls to ensure a premium customer experience.
  • Train technicians to respond with politeness and care, especially in peak seasons when the workload is high. 
  • Ask customers if they were happy with the service you provided. If yes, ask for reviews from them.
  • Take a physical review form for older customers who may not be tech-savvy or know how to navigate review sites. Another alternative is for the technician to show the customer how to publish a review.
  • Send a review link to customers immediately after offering services.
  • Reward technicians who bring on positive reviews. You can offer a gift for technicians who bring 5-star reviews.
  • Share reviews on your service page and include a hyperlinked CTA inviting customers to read more reviews about your company.
  • Add any logos from press mentions to your page
  • Add industry certification badges as well.

Tip! Consider embedding reviews from Google, Facebook, Home Advisor, etc on your website like we did with Quick Fix Air Repair.

Reviews Block

6. Prominent Chat, Contact, or CTA buttons 

What that looks like

  • A prompt to “Call us Now” at the top right corner of your page
  • A “Text us” button at the bottom right corner of your page
  • Phone numbers in a sticky header
Prominent Chat and Phon Number

Why it matters

The end point of having a website is getting customers to take action. 

Call-to-action icons prompt customers to take specific action, for example, ‘Buy Now,’ ‘Call Now,’ ‘Sign Up,’ or ‘Read Customer Reviews’. It guides customers by telling them what to do next, achieving the service pages’ goal.

These buttons also increase conversions as they help customers contact you immediately without navigating to a different page. They could link to a phone number, skype call, or live chat.

And text pop-ups or live chats let you give customers information unavailable on your service page. 

All of this could help you:

  • Start a great relationship with cold leads. 
  • Provide details to help a warm lead choose you over a competitor.
  • Help a hot lead complete a transaction. 
  • Collect valuable information about your customers.
  • Track conversions and ROI on digital marketing efforts.
  • Follow up on lost leads.

What you can do to implement

  • Place CTAs in visible parts of the page. They can appear as pop-ups on the lower right of the users’ screen or towards the end of the service page copy. 
  • Name the button with what it does to avoid confusion. For instance,
    • Sign Up
    • Submit
    • Take a Quiz
    • Get a quote
    • Chat with us
    • Text us
    • Contact us
    • Call us
    • Send message
  • Use bright colors or colors that pop out of the background to grab attention. People view objects in a composition either as the focus or the background

7. A relevant FAQ section

What that looks like:

  • Bullets or drop-down lists
  • Each addresses a specific question or concern
Address a Specific Question

Why it matters

FAQs answer common queries, reducing the need for inquiries and freeing up your sales reps’ time for more specific questions. 

What you can do to implement

  • Create an FAQ section beneath each service page and answer possible questions concisely but with adequate information to help them understand how you help them.
  • Use H2s or H3s to write the FAQs. 
  • Include direct answers immediately after the H2. Then include relevant details like examples, clarifications, or data
Include Direct Answers

To find questions for the FAQ section of your service page:

  • Get ideas from Google’s people also asked, Also Asked, Answer the Public and Quora
  • Ask client-facing team members to provide common customer questions
  • Check live chats, text, and call transcripts for recurrent queries 

8. A fast-loading, responsive and mobile-friendly design

What that looks like:

  • Page loads in under three seconds
  • Page design looks the same and is usable on both a computer and smartphone
Desktop vs Mobile

Why it matters

In 2021, 21% of Statista survey respondents in the US said they search local businesses on mobile devices daily, 35% do so multiple times a week, and 21% do so weekly. 

Since about three-fourths of mobile users in the US seek service providers using smartphones, your website should be responsive and mobile-friendly to reduce bounce rates and improve user experience. These, in turn, can increase conversions and revenue.

What you can do to implement

To measure your website’s page load speed and receive recommendations on improving it, visit Google Page Speed Insights

You can improve your website’s page load speed and responsiveness:

  • Resizing images

Using smaller images can improve page load time. Compress the images before uploading them to your website using Picresize or WordPress plugins like Smush

JPEG, PNG, GIF, and WebP are common image formats on websites. WebP images are becoming more popular because they are about 26% smaller than others but don’t load well on some browsers. 

If your site is hosted on WordPress, the EWWW Optimizer plugin can convert images to WebP but let them display as PNG or JPEG on browsers that do not support WebP images. 

  • Using a Content Delivery Network

Content Delivery Networks (CDNs) are a group of interconnected servers distributed across different locations to accelerate the delivery of content to end users closer to those locations.

You can cache your site on CDNs like Cloudflare and Jetpack.

With and Without Cdn
  • Reducing HTTP requests

When prospects or customers visit your webpage, their browser sends HTTP ‘requests’ to your site’s host server for more page information. Fewer requests lets the page load faster. 

Total Number of Page Requests

The average webpage sends 71 (desktop) or 67(mobile) requests. To see the number of your web page’s request, 

  • Open Chrome on a desktop
  • Right-click any part of your screen and 
  • Choose Inspect 
  • Choose the Network tab
  • Reload the page to collect the data

You’ll see the total number of page requests on the lower-left of the Inspect window.

You can reduce the requests by combining CSS files, loading JavaScript files asynchronously, using CDNs and more. 

Except you’re trained to handle websites’ technical glitches, we strongly recommend that you hire an expert.

  • Enabling Browser Caching

Browser caching temporarily stores static assets (including CSS files or images) of your webpage on a user’s browser to avoid sending HTTP requests every time the user visits the page. This way, your HVAC service page loads faster when users visit recurrently. 

You can enable caching on WordPress sites using plugins like W3 Total Cache.

Improving the page speed and responsiveness of your HVAC website is technical. If you aren’t well versed in this area, partnering with an expert web development team is safer. 

We can work with you to build a responsive and mobile-friendly HVAC website if you still need to develop yours.

Building a great HVAC service page requires teamwork. 

To turn your service pages into revenue-building digital assets, you need 

  • Customer research from your sales and marketing team
  • Persuasive copy
  • Search Engine Optimization
  • Great user experience and graphics design.

Ask people on your sales team, customer support team, and even your technicians for their thoughts about your customers’ pain points and what makes you different.

Then partner with a web design and development brand to create fast, responsive, and visually stunning search engine-optimized pages with your research.

Lokal offers these and more with 20+ years of digital marketing and web development expertise. We have helped HVAC brands build high-converting service webpages that impact their bottom line and build long-lasting customer relationships. 

If you’re wondering where to begin, here’s a checklist of the most important things to do. You can also learn more about our web design, hosting, and support services.

Free 30-second Digital Marketing

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