The HVAC marketing strategy Apollo Home used to hit $19M ARR

Want to see a successful HVAC marketing strategy in action?

Apollo Home is a good example of an HVAC company that has established local dominance online using multiple channels. As a result, the company:

Apolo Stats Graphic
  • Earned 9,000+ positive reviews from customers with a 4.8/5.0 rating
  • Drives 8,000+ monthly organic traffic worth $32,500
  • Ranks in the top three on Google for 200+ high-intent keywords
  • Generated $19,000,000 annual recurring revenue
  • Won Angi’s 2021 Super Service Award

We break down how Apollo Home achieved these results using the following (including actionable tips you can implement):

  • FAQs
  • Google reviews
  • Branding

How Apollo Home drives $20,000+ worth of traffic using FAQs

Apollo Home receives over 4,000 monthly visits from Frequently Asked Questions (FAQs). That’s more than half of its total monthly organic search traffic.

The company retains spots in the top three search results for most of the 200+  FAQ keywords, including:

Search PhraseMonthly Search Volume
Why does my sump pump smell100 monthly searches
Does closing vents redirect air350 monthly searches
Can I snake my own drain50 monthly searches
How to winterize pipes250 monthly searches

These keywords attract users who are actively looking to solve the problem themselves or hire a professional to do it for them. 

Since the top three Google search results get 54.4% of all clicks combined, the people who search for these queries are 3x more likely to click on Apollo Home’s blog posts than on those in the 4th – 10th spots.

But why consider FAQs over other top-of-the-funnel content like beginner guides and lists?

  • To build trust early with buyers who begin their buying journey with questions about their HVAC challenges. 
  • We’ve also observed that fewer competitors tend to target FAQs — since they have lower reported search volume.

HVAC systems are complex. So, customers often have questions about maintenance, repair, installation, energy efficiency, and related topics. 

When you create blog posts that answer these questions in detail, they become helpful guides that make it easier for customers to: 

  • Understand the topic better
  • Make smarter decisions about their heating and cooling needs
  • Viewed as a credible source of information (especially if your answers helped them solve the problem)

This way, prospects know who to turn to when they need HVAC services. 

There’s also the SEO benefit.

Google prioritizes ranking content that satisfies search intent so creating content that directly answers FAQs in detail can lead to more traffic. 

You’ll rank higher on the results page for these low competition terms, and attract potential customers without spending more on paid ads

For example, Apollo Home receives traffic that would be worth $32,500 in paid ads monthly for “free.” 

Apollo STats Trafic Graphic

Let’s dissect one of Apollo Home’s FAQ blog posts and see what makes the piece attract 1,275 monthly organic sessions. 

Apollo Home holds the featured snippet (a spot 35% of readers click first) for the FAQ keyword “Does closing vents redirect air.” 

Monthly Organic Session

Here’s what we found:

1. A roundup blog post that answers related FAQs

The blog post answers a handful of common questions ideal customers have on “closing air vents.”

Addressing multiple related questions in one piece creates a comprehensive resource for your audience. It makes it easier to find answers to a range of queries in a single visit. 

How to implement

To find relevant FAQ keywords, type your seed term into the Google search box and use the “Others want to know” section to find relevant questions people are asking.

For example, if we search for “closing air vents” on Google, scroll to the “People also ask” (also known as PAA) section below to find some ideas for your FAQ blog post:

People Also Ask

Alternatively, you can use keyword research tools like AnswerThePublic to find questions your ideal customers frequently search for. 

If we use ‘closing air vents’ as our seed term, for example, we can click on the ‘Questions’ section to see all 60 questions for the term.

Answer the Public Closing Air Vents Exam

2. An introduction that captures attention from the get-go

Apollo Home leads with a pain point in the introduction. That sets the reader’s expectations and evokes their curiosity. The goal is to keep the visitor reading to discover why closing air vents does more harm than good

Examples That Answers Questions

Leading with a pain point and a promise to solve it helps you create an emotional connection with your readers. They see that you understand their problem and they anticipate the solution you’ve promised. 

How to implement

Begin your introduction with a thought-provoking statement that directly addresses a pain point related to the topic. 

You could use a question,  surprising fact, statistic, or highlight a common problem. You could also debunk a popular myth like Apollo Home has done.

Debunk a Popular Myth Example

3. H2 heading to address the main FAQ keyword

Next, the Apollo content team uses the main question as an H2 heading to help with on-page SEO

H tags Examples

Search engines, like Google, use heading tags, such as H1, H2, H3, and even to some extent H4’s, to understand the structure and hierarchy of your content. So, placing the main question in the first H2 heading signals search engines that your content aligns with what users are looking for. 

How to implement

To do this, organize your FAQ blog post logically, with each question and its answer as a separate section. 

Use the main question as the first H2 and answer, then follow with related questions and corresponding answers, like this:

How to Format FAQ on Blog Post

What to improve: put the horse before the cart

Apollo Home does a great job engaging readers, but they do so with context first, an example, then the answer. 

Example Follow by Answer Example

It’s best practice to deliver the bottom line up front (BLUF) i.e. the answer first before adding context and examples.

If we look at the part of the answer Google highlights for “Does closing vents redirect air?” we see that it’s a direct answer to the question.

Monthly Organic Session

How to answer a FAQ

Answer the question as if you could only use one sentence. 

For example, if someone asked “How can I improve indoor air quality in my home?” and you only had one sentence, you’d say:

  • “To enhance indoor air quality, consider using air purifiers and proper ventilation.”

Only after that should you introduce detailed (but relevant) explanations, examples, and any relevant data or statistics to support your answer:

  • “Consider using air purifiers with HEPA filters. These devices effectively remove particles and allergens from the air, improving indoor air quality.”

When you answer in this manner, you increase your chances of showing up in the featured snippet or “Others want to know” section on Google.

Need help designing a FAQ strategy
that drives business?

How Apollo Home builds trust with thousands of clients using Google Business Profile 

With more than 9,000 Google Reviews, Apollo Home has a 4.8/5.0 rating—mostly positive.

Nearly 64% of consumers check Google for reviews before they check any other sites or the company’s website. And when they see you have ratings above 4-star, they’re more likely to trust and click to learn more about your offerings

A Google Business Profile displays essential information about your business, shows local prospects your location, and provides customer reviews. 

Apollo Home Google My Business Profile

Here’s how Apollo Home optimized its Google Business Profile. 

1. Information: telling potential customers all they need to know

Apollo Home’s Google Business Profile provides prospects with important details they need at a glance. 

There’s the Overview section that tells you:

  • The company’s address
  • Working hours
  • The website address
  • And phone contact details.
Apollo Home Google My Profile Overview

When you make it quick and easy for customers to locate and contact you, you remove friction from the buying process. 

Apollo Homes also uses the About section to highlight its primary service. 

They also let prospects know that they can get online estimates. That way prospects can determine if a repair is within budget right from their couch. 

Apollo Google Services

Tip! Letting potential customers know the scope of the service you offer is a great way to set expectations and determine fit from the get-go. When they know the services you offer, they can decide to check out your website for more details if it suits their needs or opt for another service if you aren’t aligned. 

How to implement

To optimize your profile, claim or verify it through the Google Business website

Optimized and Unoptimized Google Profile Business

But, ensure you input accurate details, such as name, address, phone number, operating hours, and website URL, that match what’s on your website and other online listings. 

Google uses existing information to verify the legitimacy of your business. Accurate details that match your website and other listings can positively impact your search engine ranking, making it easier for potential customers to find you.

Apollo can improve their citation consistency for NAP (name, address, and phone number) as they presently differ on Apollo Home’s site, Google Business profile, and Yelp listing. 

Yelp Google My Business and Website Footer Business Info

Next, choose the most accurate primary category for your business when prompted (e.g., HVAC Contractor, Heating Service, Air Conditioning Repair). 

Do not forget to add relevant sub-categories. According to WhiteSparks’s 2023 Local Search Ranking Factors, these are cited as the seventh most important ranking factor for Local Pack ranking.

Google uses these categories to match your business with relevant search queries. 

Finally, don’t forget to describe your value proposition and a list of the HVAC services you offer. This helps prospects understand exactly what you offer.

Apolo GPB Categories

Caption: Apollo’s additional GBP categories

2. Social proof: showing prospects why they should trust and choose you

You’ve probably heard the saying, “Show, don’t tell.” That’s social proof in a nutshell. 

Social proof is so powerful that 90% of consumers read online reviews before visiting a business, and 88% trust online reviews as much as personal recommendations. Making them a part of your local SEO strategy helps you build trust with users through the words of past clients. 

Apollo Homes uses two types of social proof to achieve this: user ratings and customer testimonials. 

User ratings are a vote of confidence that tells prospects existing customers love your quality of work, so they are likely to have a great experience as well. 

Apollo Home User Rating In Google

Customer testimonials offer deeper, personalized insight into the customer’s experience. 

Let’s take Hope Goins’ review as an example. 

Hope’s review, like the others, stands out mostly because the review is a blend of text and relevant visual proof.

Customer Review On Google

Visual proof combined with a client’s testimony and ratings is a valuable customer acquisition tool. This bears even more weight in the HVAC industry, where people have to see solid proof of your work to believe that you’re the right fit for them. 

In fact,  62% of consumers will choose you over your competitors when you combine both.

Also, when potential customers can associate a human face with a testimonial, it feels more genuine and relatable. They feel confident knowing a bot didn’t generate a fake review. 

How to implement

Encourage satisfied customers to leave a review and add (high-resolution) images of the completed projects.

  • Ask your technicians to politely ask satisfied customers for a review in person as soon as the job is done. 
  • Have customer service representatives check up on customers a week or two after a completed service. If they are satisfied, your customer service rep can politely ask for a review.
  • Add links asking for reviews to your digital invoices, so customers can easily leave a review after a successful service experience.
  • Send a follow-up email after a service appointment thanking the customer for their business. In the email, politely request a review and provide a direct link to your preferred review platform (Google My Business, Yelp, or Facebook). 
  • Offer customers incentives such as discounts to motivate them. 
  • For their team, offering bi-weekly rewards to the technician with the most 5-star reviews. Rewards include cash bonuses, new tools, and even vacations for the annual winners.

How Apollo Home differentiates itself using branding

Clear value proposition, consistent brand image, and a well-designed site. That’s what makes up Apollo Home’s HVAC branding strategy. 

An HVAC branding strategy is a long-term plan to create a strong personality and reputation for your brand that sets you apart from competitors.

Let’s go over each part of Apollo Home’s branding strategy. 

1. Clear value proposition

Apollo Home positions itself as “your Cincinnati HVAC Contractor, Electrician & Plumber.”

Apollo Value Proposition

A clear value proposition like this explains what specific benefits your HVAC company offers customers. 

It’s uniform across your copy and social media, and it clarifies why customers should choose your services. 

Anyone landing on the Apollo Home website can tell that it’s a Cincinnati-based HVAC service provider.

Apollo Home can also include the value proposition statement as a part of its site’s name to improve its ranking and positioning in the eyes of prospects. 

Make your value proposition clear even on the search results page using this formula: Company + [Location] HVAC [Positioning].

Here are some examples to help you.

Example of Value Proposition

2. Consistent brand image

Apollo Homes uses consistent design elements across its website, social media, uniforms, and service vehicles.

Notice how the colors are blue and red, even for the text. 

Consitent Branding on Website

Using the same colors across different platforms creates a cohesive and unified brand image, reinforcing Apollo Home’s identity in customers’ minds. 

Consistent colors and typography make your HVAC company easily recognizable. When customers see your brand’s colors, they immediately associate them with your services. 

How to implement

To create a more consistent brand image, you should:

  • Clearly define what you want your brand to be known for
  • Create comprehensive brand guidelines that outline your visual elements
  • Use your brand’s colors consistently on your website, social media profiles, marketing collateral, and your service vehicles and uniforms
  • Use a consistent tone of voice and writing style, whether on your website, social media, or marketing materials.
  • Apply your brand’s visual elements consistently to your social media profiles, cover photos, and posts

3. Well-designed website.

Apollo Home outlines on its homepage the services it offers and how they benefit ideal customers. For example, there’s a section that breaks down the services it offers customers. 

Well Designed Website Section

Your website is often a potential customer’s first interaction with your brand. A well-designed website creates a positive and lasting first impression on your client, while a poor user experience drives them away. 

Apollo Home’s website is also easy to navigate, with dropdown menus that link to different specific services they offer under each category. 

Clear Navigation Menu Example

How to implement

To improve your website design, here are a few tips to help you get started

  • Create clear navigation menus that help users find information easily
  • Organize content logically and intuitively to guide users through the site
  • Maintain a consistent visual style, including colors, typography, and imagery, throughout your website
  • Use whitespace effectively to avoid clutter and make content readable
  • Optimize images and other media to ensure fast loading times
  • Showcase customer testimonials, reviews, and trust badges to build credibility and trust with visitors
  • Craft clear and concise content that communicates your HVAC services and value proposition 

Local Visibility + Social Proof gets more customers for your HVAC business

The most important tip to keep in mind here is to ensure you optimize your website and Google Business Profile to show up in the local results (and rank top three) when prospects search for HVAC services in their area. 

And as you do that, proactively ask for customer reviews. That way, when HVAC leads find you online, they’ll see you have a stellar reputation that they can trust.

Looking for a data-oriented partner to help you improve local rankings and reputation? Let’s talk. It’s what we do!

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