By Mike Moore
The quote, "if you build it, they will come," from the movie "Field of Dreams" is a classic, but it doesn't ring true when we're talking about your HVAC business. Sure, you can build it, but the customers won't come unless they know how to reach you! The way to achieve this is by having multiple up-to-date contact channels.
First things first: Contact channels are the means through which customers connect to your business -- things like websites, Google search results, and phone numbers in advertisements. So what should you be doing to monitor and maintain these vital contact channels? It's as simple as establish, update, and optimize.
- Establish -- If you don't have a website, get one ASAP! Your website is a contact channel of its own, but it's also a hub for other channels like your phone number, social media pages, and email address. Don't forget to fill out all the contact information fields on your company's social media pages. You can also establish additional contact channels that are likely to show up in search results, like a company page on Yelp or HomeAdvisor.
- Update -- There's nothing more frustrating than going on a wild goose chase to contact a company because every phone number you dial is out of date. When your contact information changes, be sure to remove all instances of the old and update to reflect the new. Consistency is key!
- Optimize -- Make it easy for your customer. When you type your phone number on your website, make sure to use the standard dashes between numbers so it functions as a link that customers can click to call on a smartphone. List your contact information where it's clearly visible and intuitive to find.
Chances are the customer is trying to contact you because of a problem with their HVAC system (and we all know how frustrating that can be!), so simplify their search for a solution wherever possible.