HVAC Company SEO ROI
HVAC companies ranked #17 in our list of the highest ROI SEO campaigns we ran between 2015 and 2017. During that 3 year period, HVAC companies made an average of $1.3M / year in new net revenue directly attributable to their SEO campaign. This represented an ROI of 1,151%.
The majority of HVAC companies we worked with primarily served residential customers, though most served commercial clients as well. Most of them were locally based, covering a fairly large geographic region (e.g. the DC metro area or the SF Bay Area). Our target audience for these campaigns were, of course, homeowners, with an emphasis on homeowners in more affluent zip codes.
Our strategy to bring in customers was multi-pronged. We utilized custom-written geo-targeted landing pages extensively. We blogged about the most common heating, cooling, and plumbing problems that homeowners face, sometimes on a local level that included news about weather events and infrastructure changes in the area. And we created extensive guides for homeowners who wanted to take a DIY approach but who we felt would eventually turn to a professional. You can read about our thought leadership service here.
Organic Traffic Growth
Other relevant SEO stats for HVAC companies:
- Average bounce rate: 45%
- Average time on site: 2:56
- Landing page conversion rate2: 3.1%
1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.
2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page