The 5 winners.

The landing pages actually worth stealing from.

Winner #1: semperfiheatingcooling.com

semperfiheatingcooling.com/hvac-contractor-henderson-nv

HVAC landing page example from semperfiheatingcooling.com
  1. 1

    What works

    Google rating above the headline

    The page shows 13,401 reviews with five stars above the headline. Buyers see the reputation before anything else.

  2. 2

    What gets in the way

    Booking button and phone numbers, no form

    The first screen has a booking button and a phone number for each state. There is no form, so a visitor who wants to send a message can't.

  3. 3

    What works

    Discounts for veterans and first responders

    The page offers a 20% discount for veterans, first responders and their families. It shows the company's values and gives those buyers a reason to call.

  4. 4

    What gets in the way

    Financing band shows no monthly cost

    The financing band says ‘Apply in minutes. Get approval in seconds.’ That is about speed. A buyer pricing a new system wants to see a monthly payment.

  5. 5

    What works

    Low cost offer hidden down below

    ‘$17.75 TUNE UP’ is the cheapest way in on the page, and it is near the bottom. Most visitors leave before they scroll that far.

What to try

Lowest price next to the first button

The page shows ‘$17.75 TUNE UP’ near the bottom. A price at the top gives a visitor a cheap first step.

See the original page

Winner #2: berkeys.com

berkeys.com/air-conditioning

HVAC landing page example from berkeys.com

The search: berkeys hvac

Sponsored berkeys.com

Berkeys HVAC

  1. 1

    What works

    Headline has the service and the city

    The headline says ‘Best AC Repair in Dallas, TX’. It matches what a Dallas homeowner searched for.

  2. 2

    What works

    Offer styled like a coupon

    The offer picture beside the headline shows a $4,000 saving, 0% interest for 12 months and ‘Includes 10-Year Parts & Labor Warranty’. All the deal terms are in one place.

  3. 3

    What gets in the way

    Phone button is tiny in the hero

    The savings picture is several times the size of the phone button. Callers have to look for the number.

  4. 4

    What gets in the way

    ‘Dallas’ repeated in the copy

    The website content repeats the keywords ‘air conditioning repair Dallas’. A buyer who already clicked learns nothing from it.

  5. 5

    What works

    Three prices for three kinds of buyer

    The page has a $79 tune-up, a $4,000 system saving and a $1,975 duct clean. Each has its own ‘GET THIS OFFER’ button.

What to try

Cheap offer next to the big one

A $79 tune-up gives a visitor who isn't ready to replace a first step. Berkeys runs it in the same row as its $4,000 deal.

See the original page

Winner #3: grandeaire.com

grandeaire.com/fort-myers/air-conditioning/repair

HVAC landing page example from grandeaire.com
  1. 1

    What gets in the way

    Company news banner at the top

    The top banner says ‘Growing the Grande Aire Family’. That is news about the business. A homeowner with a broken AC wants repair help.

  2. 2

    What works

    Headline has the hours and the towns

    The headline says ‘24/7 AC Repair In Fort Myers’ and lists two more towns. It shows the company is open at all hours and close by.

  3. 3

    What works

    Form has a closest office dropdown

    The form has a ‘SELECT CLOSEST LOCATION’ dropdown. It sends the request to the right office and shows how far the company reaches.

  4. 4

    What gets in the way

    Office hours note above the button

    Website requests are answered Monday to Friday, 8am to 5pm. A Saturday visitor doesn't know when anyone will reply.

  5. 5

    What works

    Guarantee says money back

    The guarantee, ‘We Will Leave You Completely Happy’, ends with money back. A promise with a cost behind it is worth more.

What to try

Guarantee with money back near the form

Grande Aire ends its promise with ‘Money Back.’ Say what the buyer gets and put it near the form.

See the original page

Winner #4: blantonsair.com

blantonsair.com/service-area/heating/durham

HVAC landing page example from blantonsair.com

The search: durham nc hvac contractors

Sponsored blantonsair.com

Durham Heating Repairs | Family-Owned & Operated In NC

  1. 1

    What works

    Phone number for each region

    The header lists ‘TRIANGLE’ and ‘FAYETTEVILLE’ side by side, each with a number. A caller can see the number is local.

  2. 2

    What gets in the way

    Ad says heating, headline lists five trades

    The ad said ‘Durham Heating Repairs’. The page then lists plumbing, drain, sewer and electrical work too.

  3. 3

    What works

    Google rating in the first screen

    The hero shows a 4.9 rating at the left, next to the copy a buyer is reading.

  4. 4

    What gets in the way

    Water filter deal on a heating page

    The offer box shows ‘Toward Brita Pro Under-Sink Filtration’. The buyer searched for heating.

  5. 5

    What works

    List of local areas

    The page has a ‘Neighborhoods We Serve in Durham’ list with Trinity Park, Hope Valley and Ninth Street. Homeowners can find their own area.

What to try

List the areas you serve

Blanton's lists Trinity Park, Hope Valley and Old North Durham. A buyer who sees their own area knows the company is close.

See the original page

Winner #5: onehourheatandair.com

onehourheatandair.com/las-vegas/services/air-conditioning/ac-repair

HVAC landing page example from onehourheatandair.com
  1. 1

    What works

    Top bar with a deadline on financing

    The top bar says ‘For a limited time only’ before 24 months with no interest. It gives a buyer a reason to act this week.

  2. 2

    What works

    Hero photo of a technician and van

    The hero photo shows a technician by a van with the company name. A homeowner sees who will come to the house.

  3. 3

    What gets in the way

    Headline is the company name

    The headline is a name and a city. A visitor with a broken AC has to read further down to find the repair heading.

  4. 4

    What works

    Book Now and Call Us in one band

    The band says ‘Book Online with Us 24/7!’ and has a button for booking and one for calling. Planners and callers each have a button.

  5. 5

    What gets in the way

    Financing is a button with no monthly figure

    The page says ‘Prioritize your comfort without fronting the entire bill on day 1’, but it never shows what a month costs.

What to try

Book and Call in one band

Put two buttons in the same strip: book online or call now. One Hour does this under the hero photo.

See the original page

What the 5 winners do.

  1. Keep a phone number at the top

    5 of 5

  2. Put a number in the offer

    5 of 5

  3. Show a Google score in the first screen

    3 of 5

  4. Show a real technician

    3 of 5

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: blantonsair.com

blantonsair.com/heating/repair

HVAC landing page example from blantonsair.com

The search: heating repair raleigh nc

Sponsored blantonsair.com

Raleigh Heating Repairs | Family-Owned & Operated In NC

  1. 1

    What makes it work

    Headline repeats the search

    The search was for heating repair in Raleigh. The headline says ‘Heating Repair in Raleigh’, so the buyer knows the click was right.

  2. 2

    What makes it work

    Technician showing a homeowner the problem

    The photo shows a technician showing a homeowner what he found. A nervous buyer can see who is coming to the house.

  3. 3

    What makes it work

    Short list of warning signs

    The page lists ‘Unusual Sounds’ and four more warning signs. A visitor can match their problem before they call.

  4. 4

    What it gets wrong

    Water heater deal in the offer slot

    The offer box beside the page shows ‘$59 Tank Water Heater’. This is a heating search, so the offer is about plumbing.

  5. 5

    What it gets wrong

    Google rating far down the page

    The page shows ‘4.87 Google Rating’ far below the form. A buyer who decides in the first screen doesn't see it.

What to try

Offer that matches the search

A heating search should get a heating offer, like a tune-up. Put it in the slot where this page shows a tank flush.

See the original page

Wildcard #2: grandeaire.com

grandeaire.com/naples/air-conditioning/installation

HVAC landing page example from grandeaire.com

The search: ac installation naples fl

Sponsored grandeaire.com

Naples AC Installation | Free Estimates

  1. 1

    What it gets wrong

    Free estimate in the ad, missing on the page

    The ad said ‘Free Estimates’. The hero doesn't use those words.

  2. 2

    What makes it work

    Headline repeats the search

    The search was for AC installation in Naples. The headline says ‘And New Installation In Naples’, using the same words.

  3. 3

    What it gets wrong

    Legal text between the form and button

    The form has a paragraph starting ‘Msg & data rates may apply’ before the submit button. The buyer has to scroll past it.

  4. 4

    What makes it work

    Brand names for a big purchase

    The page lists ‘Trane Comfort Specialist and Mitsubishi Dealer’. An installation buyer sees brands they know.

  5. 5

    What makes it work

    Monthly payment for a big purchase

    The page shows ‘$99/Month*’ in the same picture as ‘Pay Later’. It answers what a new system costs each month.

What to try

Monthly payment in the first two screens

A buyer weighing a new system thinks in monthly payments. Print ‘$99/Month*’ or your own figure beside the form.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

3 pages that waste the click.

  1. arizona dukes of air

    Chat panel covers the first screen

    A homeowner who searched for the company by name sees Call Me, Email Us and Chat with Us over the headline and the offer.

    • Hidden offerThe chat panel covers the offer on load.
    • Fine print‘Earn up to $1,250’ comes with a long block of reward-card terms.
    • Late phoneThe phone number first shows far down the page.

  2. refrigerator repair milwaukee

    Milwaukee refrigerator repair search, national page

    The first block says ‘EXPERT REFRIGERATOR REPAIR SERVICES’ with no place name. The word Milwaukee is missing from the first screen.

    • No city‘Nationwide service coverage’ is all a Milwaukee homeowner learns about location.
    • Wall of wordsParagraphs and lists fill the first screen before any answer.
    • Price in the FAQ‘The average refrigerator repair costs about $220.’ is far down the page, in the FAQ.

  3. A search for the company’s own name

    Cost article instead of a quote form

    A homeowner ready to hire an installer sees a price range and a list of factors. ‘Get quotes from up to 3 pros!’ is much further down.

    • Article firstThe page starts with ‘Normal Range: $5,000 - $12,500’ and a long article.
    • BylineA named reviewer and an ‘In this article’ list come before any quote.
    • Late formThe box that finds a pro is far below the first screen.

What we learned.

  1. Put a number in the offer

    Semper Fi prints ‘$17.75 TUNE UP’ and a 20% veterans discount. Berkeys shows $4,000 off with 0% interest for 12 months.

  2. Name the town and the service

    Grande Aire opens with ‘24/7 AC Repair In Fort Myers’, the same words a homeowner types. Blanton's lists Trinity Park, Hope Valley and Old North Durham.

  3. Give a buyer two ways in

    One Hour puts Book Now and Call Us in a single band. Grande Aire has a request form beside its headline and a phone number above it.

The bottom line

The HVAC websites here that win leads put a real number in the offer, keep a phone number at the top and show a real technician. The losers send paid clicks to a chat panel, a national page or a cost article.

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