In wrapping up this series on the topic of HVACR contractors and their web sites, I want to talk about blogs.
First, regarding a blog….have one on your site. And, second, understand what a blog is and, just as importantly, what it isn’t.
A blog is something that a visitor to your site can click on and learn something, anything, that you think is of value to them. It could be a simple explanation on how a heat pump operates, complete with an animated drawing that explains how the system removes heat from the building in the summer and sends it outside where it’s not wanted (remember, the formal definition of a refrigeration is “the transfer of heat from a place where it’s not wanted to a place where it’s not objectionable”), and then, during the winter, it picks up the heat from the outside and sends it into the building.
And, yes, a consumer will be somewhat confused about the fact that a heat pump system can actually transfer heat from the outside to the inside when it’s colder out there than it is inside the house, but, trust me, they will be able to understand a simple explanation on the concept of some heat being available until the temperature drops down to -460F. All the blog needs to do is explain the concepts that we take for granted in simple terms so your potential customer will be able to read what you’ve posted there without wondering what you’re talking about.
As far as what a blog isn’t, there are two factors for you to consider. First, it’s not a place for you to discuss your personal beliefs on religion or politics. If you want to discuss those subjects, create a new site that doesn’t have any connection to your business site and say whatever you think you need to say because you’ve decided it’s your responsibility to save the world or educate people that don’t have a clue.
And the second factor is that your blog isn’t a pitch page.
If you want to post information on condensing gas furnaces and explain why they are more efficient that other furnaces, fine; explain away, but don’t put a link in the blog that says “Click Here For More Information” that takes your visitor to a page where they fill out a contact form. If you want to put that link on the pages on your site that are pitch pages (of course, you’re going to have pitch pages on your site for crying-out-loud, that’s why you have a site in the first place) that’s fine. But a blog is a blog is a blog. It’s for information, learning and enlightenment. Your visitor knows darn well that they can click around on your site and get to a contact form if they want to. There’s no need for you to push them into getting in touch with you while they are enjoying being educated by information you’ve so generously provided for them.
And, speaking of your blog, you need to commit to doing it over, and over, and over, and over again, on a regular schedule, keeping it fresh and up-to-date. If you decide to commit to posting once a month, then do whatever you need to do in order to post once a month. People don’t like to see that you haven’t posted since 2010. And beyond that, when you use a content management system site, your posts can be easily archived so visitors to your site can access them, and having a consistent blog also affords you the benefit of more and more key words appearing on your site, which sets up your very own in-house SEO (Search Engine Optimization) system, a process that allows potential visitors to your site find you easier when they Google, Bing, or Chrome the services you provide.
So, by all means, blog.
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