This group covers the website itself and the work that makes it produce calls. It has five line items: the build or rebuild, landing pages for ads and offers, conversion testing, speed and technical SEO, and buyer-guide content. It matters because a weak site taxes every other service on the menu. If a page loses half its visitors before they call, your ads, SEO and rebate campaigns are all working at half strength.
What this group includes
Short answer: five items, from the foundation to fine-tuning.
Website build or rebuild
A site structured around the jobs you sell, with one page per service and per community you genuinely cover. Each page states what the job involves, what affects price, which systems you work on, your licences and your service area, with the phone number at the top on mobile.
Landing pages
Ad traffic deserves its own pages: a no-heat page for emergency searches, a heat-pump quote page for replacement campaigns, a plan page for maintenance offers. One message, one action.
Conversion testing
We change one element at a time, such as the headline, the offer, the order of sections or the call button, and compare results. Conversion-rate work is part of the group's history: Ali founded Conv.ca, a conversion-rate optimisation agency.
Speed and technical SEO
Slow mobile pages, broken links, duplicate titles, missing structured data and messy sitemaps are fixed first, because Google and impatient homeowners both punish them.
Buyer-guide content
Honest articles that answer pre-purchase questions: running costs, system lifespans, what changes with a rebate, how to compare quotes. It's the slowest item in this group and the one with the longest tail.
Who it's for
Short answer: companies whose site is slow, thin or older than their last truck. It's a priority if:
- you have one "Services" page instead of a page per job
- the site takes more than a few seconds to load on a phone
- paid campaigns send traffic that doesn't call
- you can't change a page without paying a developer
It's also worth doing before a big push in another group. If you plan to launch Local Services Ads, a rebate campaign or a maintenance-plan offer, the pages those campaigns point to should be ready first, or you'll pay to send people somewhere that can't convert them.
Timeline
Short answer: weeks for a build, then ongoing small improvements. Our website packages follow HVAC.Agency's pricing:
| Package | Scope | Typical timeline |
|---|---|---|
| Essential | 5–7 page custom website | 2–3 weeks |
| Professional | 10–15 page conversion-focused website | 3–4 weeks |
| Enterprise | Unlimited pages and locations | 4–6 weeks |
Testing and content start once the site is live and tracked, usually in the second month.
How we measure it
Short answer: by the share of visitors who call, and by what those calls produce. We report conversion rate (calls and qualified enquiries per hundred visitors), page speed on mobile, and booked jobs from site visits through call tracking.
A worked example: a site with 2,000 monthly visitors converting at 2% produces 40 calls. Raise that to 3.5% with clearer pages and you get 70 calls, with no extra traffic. If your team books half of them at $500 margin, that's 15 extra jobs and $7,500 more margin a month.
Depth helps too. CombiBoiler.ca, built around one product category, reached 300+ monthly leads and 500+ page-1 rankings for combi-boiler keywords.
Mistakes to avoid
Short answer: designing for the owner instead of the caller.
- Hiding the phone number. It belongs at the top of every mobile page, tappable.
- Stock photos of strangers. Real job photos and real trucks earn more trust.
- One page for every service. It ranks for none of them.
- Thin town pages. Swapping the city name creates doorway pages that can hurt the whole site.
- Not owning your own site. Make sure the domain and accounts are in your name.
Pricing for builds, hosting and plans is on our pricing page, and our goal guide shows when a website should come first.
Frequently asked questions
Do we need a new website or can you fix the one we have?
Often the current site can be fixed: new service pages, faster hosting and clearer calls to action. We recommend a rebuild only when the platform blocks basic changes or the site is so slow that patching costs more than starting fresh.
Who owns the website?
You do. The domain, the content and the analytics accounts are yours, and if you leave, you leave with them. That's standard with us and should be with anyone you hire.
How long does a new HVAC website take?
Our Essential build is typically two to three weeks, Professional three to four, and Enterprise four to six, depending on how quickly content and approvals come back from your side.
What is conversion testing?
It means changing one thing on a page, such as the headline, the offer or the button position, and comparing calls before and after or between versions. Small, measured changes add up without needing more traffic.