Is Your Online Reputation Helping Or Hurting Your HVAC Company?

Is Your Online Reputation Helping Or Hurting Your HVAC Company?

If you’re not keeping a pulse on the reviews and ratings past customers are leaving for you, your online reputation as a credible HVAC company will struggle and even suffer. Read on to learn the steps for creating and managing a positive reputation online.

There’s a growing number of ways to promote your HVAC company online today. Through options like social media, SEO, PPC ads, and more, businesses of all sizes can carve out their own space in the digital world. With so many different components needed to create a cohesive digital presence, it can be all too easy to overlook elements that may not seem to have a major immediate impact.

One element that’s often overlooked is be your business’s online reputation and reviews. Many owners of HVAC businesses assume all they can do is wait for reviews to trickle in, and hope that they are positive. With so many other things to focus on, managing online reviews might not seem as worthwhile. Sadly, that’s not the case! Your business’s online reputation is an incredibly important portion of your digital presence, and there are some easy and cost effective ways to to take control of your reputation and use it to promote your business.

1 WHY DO ONLINE REVIEWS MATTER?

It’s tempting to think that a great website or active social media presence are enough to create a favorable impression of your HVAC business. Even if your content explains exactly why you’re the best company in the area to hire, not every lead is going to simply take your word for it. The number of customers who use online reviews to make decisions may surprise you: online reviews have been shown to impact 67.7% of purchasing decisions. If your HVAC business doesn’t have a positive presence on top review platforms like Google, Yelp, and Facebook, you could be missing out.

Beyond making an advantageous impression on potential customers, a strong online reputation can also have a positive impact on your search engine optimization (SEO). Search engines are designed to provide users with helpful results, and reviews are very helpful for users. Having a high number of positive reviews shows search engines that your heating and cooling business is legitimate and provides a quality customer experience. With a robust collection of positive reviews, your business is much more likely to appear when a potential customer performs a relevant search such as “best HVAC company near me.”

2 CUSTOMERS WANT QUALITY AND QUANTITY

Collecting a small handful of 5-star reviews might seem like “enough.” After all, that leaves you with a perfect overall rating and nothing but glowing statements about your company, right? Wrong! Potential customers are incredibly savvy and may grow suspicious when they don’t see a higher volume of realistic and recent reviews. Studies show that potential customers prefer to see an average of 40 online reviews before they trust that a business’s star rating is accurate.

To meet the expectations of your potential customers, make sure your business is collecting as many authentic customer reviews as possible. It may be tempting to recruit friends and family to give you some 5-star reviews, but if an inauthentic review is spotted, it can cause prospects to distrust your company and give their business to one of your competitors instead.

3 BUILDING YOUR ONLINE REPUTATION

If your HVAC business is just starting to establish your online reputation -- or you’re trying to repair the damage from previous negative reviews -- figuring out where to start may seem difficult. The good news is that the best way to improve your online reputation also happens to be the simplest way: dedicate time to ask each of your customers to leave a review. Automated emails that send an email asking for a review once a service has been provided are probably one of the easiest and most effective ways to ask for online reviews.

As you start to collect more reviews for your business, it’s important to remember that you’re bound to face some negative reviews. For tips on dealing with negative reviews, check out our blog “How To Collect More Customer Reviews (And Use Them To Your Advantage).

If you’d rather resolve negative feedback privately, we can help! Our online review software makes it easy to automatically request a review from your current customers, and even channels negative feedback privately to you so you can address the issue quickly before it is published online.

To learn more about how our team can build a stronger digital presence for your business, contact us for a free Digital Marketing Blueprint! Your Blueprint will include an in-depth analysis of your current digital presence and online reputation, as well as our recommendations to help you reach more customers online.

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