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Let’s Talk: HVAC Marketing 101 with Systemized Media’s Lyle Horst

Hear Lyle Horst, of Systemized Media and Topline Heating and Air, tell how he started an HVAC business in 2020 and, using his Facebook marketing knowledge, grew it to more than half a million dollars in revenue!

All that plus:

  • how much should you spend on Facebook advertising
  • what is the perfect Facebook advert for your HVAC business?
  • what to write in your Facebook ad copy
  • what’s next for social media advertising in the field service industry


Ep. 11 | How To Get More New Customers

The first and last thing on a business owner’s mind is always going to be: how do I find more customers? At the end of the day, they’re the lifeline of your business and making sure you have the right mindset in place is key to attracting them and making a consistent profit. Learning how to grow a small business is no easy feat, but it makes the reward that much greater!

There are plenty of guides and suggestions out there for how to make the most out of your customer-generation strategies. But with all the advice that’s available out there, it’s easy to lose sight of those you’ve outgrown and the ones that are still ripe for the taking. Find 3 bonus tips here:

Ep. 5 | How to Start Making Video Content for your Trades Business

We’ve had such great feedback from viewers on our series of videos shot while working from home, so we’ve decided to put together a quick one about how you can do it too! Check out the following steps and watch the full video for more details:

  1. What camera to use for remote video
  2. Do you need a microphone?
  3. How warm up before recording
  4. How to look natural on camera
  5. When to start doing remote video

To get started, check out these related articles:

Ep. 5 | How Do Customers Find Your Business?

How do customers find your business in 2020?

In episode 5 of Success in the Field, Jason and Jack dig into some consumer research* and discuss how you can stand our from the crowd, including:

  • The most common ways people find tradespeople
  • The decision-making process and why it matters
  • Suggestions to help you get more customers

For more resources check out our detailed guide on crafting paperless customer journeys in your business.

If you enjoyed this episode, please share it with anybody else you think may be interested using the links to the side. Plus get in touch with us on social media to let us know your own thoughts on how customers discover your business! You can reach us on: TwitterLinkedInFacebook.

Success in the Field

Success in the Field is a video series for field service professionals. Each episode we discuss the rapidly changing field service industry and how you can accelerate your business’s success in the field. Make sure to subscribe to stay up to date!

*Statistics from this episode are available in Eureka Research’s full report.

Field Service Website Review – How to Improve Your Website

Field service website review

Check out our first field service website review (the video above!) – where we talk best practices and take a look through some real field service websites. Looking at other business’s websites is a great way to get ideas for your own website, learn what others are doing well, and see where there’s room for improvement too – perhaps you need to make similar changes on your website as well.

Best practices for field service websites

For field service businesses, your website is central to how you present yourself and communicate with both prospective and existing customers. Therefore, it’s vital that you take time to think about what you are trying to achieve with your website and to regularly review it.

There are typically 3 core goals of any business website:

  • Attracting an audience
  • Engaging an audience
  • Converting the audience to customers

Do you feel that your website is weak in any of these areas? If so, develop a strategy to try fix that.

Field service website specifics

When somebody visits a website for a field service business, it’s likely for one of these 3 reasons:

  • To find out if you offer the service they need in the location they need it
  • To determine if your business looks like a good choice
  • To get in contact with you

Your website content needs to make it easy for the visitor to do all of the above. For example, is it crystal clear what services you offer (or don’t offer) and are your service areas equally obvious? To show your professionalism, do you have quality content, photos of the team, and a reliable website? Finally, are you making it as easy as possible for people to get in touch with you?

Field service website

Technical tips for field service websites

Search engine optimisation (SEO)

This is basically how well your field service website ranks in Google. Meaning if you’re a plumber in Hull, and somebody searches Google for “Hull plumbers” – does your website show up in the results? SEO is a really complicated topic and it changes all the time (thanks to Google modifying their algorithms!), however, there are things that you can do to help. For example, having pages dedicated to the regions you service is great – e.g. “yourwebsite/hull-plumbers” where the content on that page discusses the services you offer in Hull. Another thing that really helps your SEO is to have your field service business listed on Google as a business, if it’s not already.

Complete guide to SEO.

Responsive design

Responsive web design is all about how your website looks and performs across different devices and different sized browsers. So if you start dragging your browser window to be smaller, do parts of your content get cut off or disappear off the edge of your website? If so, your website is not responsive! The best way to know how responsive your website is is to test yourself! Try it out on different devices (iPhones, Androids, tablets etc!) as well as different sized windows on your computer. If your website doesn’t work well on the visitor’s device, they won’t be impressed and may simply leave your website.

Learn more about responsive design here.

Make sure you can capture leads

Capturing leads, doesn’t mean having your phone number on your website – though that is important! Whilst we’re on that topic, make sure your phone numbers are linked so visitors can call you just by tapping the phone number (learn how to do that here!).

Your field service website should be one of your primary sources of generating new leads, however, if you have no forms of booking portals, the only option is for the visitor to phone or email. Ideally, your website will be capturing all the important information about a lead – who they are, what they want, and how to contact them. This way your website can help generate new business 24/7.

Commusoft’s own online booking form can help you do this, by providing an efficient booking portal that records the customer’s details and their work request and sends it straight to your job management system. Unlike other standard contact forms, because this booking portal works in sync with your customer database, there’s no need to manually add customer details in yourself. Check it out here to learn more!

Online booking form

If you’re interested in learning more about how you can grow your business or field service website, check out our 2020 Restart Guide for Field Service Businesses, where we also talk about tips and tricks for getting the most out of your marketing. Read it here.