Ben Landers

Every week, my office receives at least a half dozen calls from small, local business owners in desperate need of a hacked website cleanup, and the volume of these calls appears to be increasing.

The right way to think about advertising, marketing, and the ABT mindset is sometimes you win, and sometimes you learn. The lessons, while often costly and painful, become the wisdom that will help elevate the HVAC company above the small-minded folks who can’t discipline themselves to operate this way.

Google has made some serious changes recently and more are on the way. You can use these changes to your advantage or you can fall behind those that do. Which choice will you make?

Despite the fact that Mobilegeddon has come and gone, there are still plenty of sites that are not mobile friendly. This means there’s a great opportunity for savvy HVAC contractors of all sizes to get a jump on their competitors. 

Once you grow to a certain size and invest in a few additional trucks, hire some techs, maybe hire a helper or two, and bring in a couple office/administrative folks, suddenly you find no matter how good you are, referrals and repeat business just isn’t enough to keep everyone busy. You need more leads — like, yesterday.

I can’t get over how many HVACR contractors place social media icons prominently at the top of their sites — often next to their phone numbers or the schedule-an-appointment button. Why would you pay money to bring prospects to your website only to direct them to the world of endless distractions that is Facebook, Twitter, etc.?

Using data to make increasingly smarter marketing decisions goes beyond simply collecting a bunch of statistics and putting them into a pretty report. 

The most important measure of SEO success is revenue and gross profit from organic search.