Webinar HVAC Online Listings

Why They Matter and How They Generate Leads

1) Welcome + What You’ll Learn (3–5 minutes)

• Introduction to All Contractor Marketing
• Who this webinar is for:
• HVAC business owners
• office managers and dispatch teams
• marketing coordinators
• What attendees will learn:
• what “online listings” actually include
• how listings impact rankings, calls, and booked jobs
• how homeowners use listings to choose a contractor
• how to audit and fix listing issues
• how to track leads coming from listings

2) What Are HVAC Online Listings? (5–7 minutes)

• Definition: anywhere your HVAC business information appears online
• Common listing sources:
• Google Business Profile
• Apple Maps
• Bing Places
• Yelp
• Facebook business page
• Nextdoor
• Angi
• HomeAdvisor
• Thumbtack
• Better Business Bureau
• local chamber directories
• industry directories
• Key concept:
• listings are “digital signals” that help customers and Google verify your business

3) Why Online Listings Matter for HVAC (8–10 minutes)

• Online listings influence:
• Google Maps visibility
• organic SEO rankings
• trust and conversion rate
• direct phone calls and website clicks
• The homeowner behavior reality:
• people search quickly, compare fast, and call the company that looks most legitimate
• Key takeaway:
• listings are often the first impression before someone ever reaches your website

4) How HVAC Online Listings Generate Leads (10–12 minutes)

Explain the lead flow in a simple way:

• Step 1: Homeowner searches “AC repair near me”
• Step 2: Google shows map results + directory sites
• Step 3: Homeowner checks:
• rating
• number of reviews
• business hours
• photos
• service area
• responsiveness
• Step 4: They click-to-call or click website
• Step 5: Booking happens if follow-up is fast

Types of leads generated from listings:

• click-to-call leads
• “get directions” leads (high intent)
• website click leads
• messaging leads
• quote request leads (on directories)

5) The Big 3: Accuracy, Consistency, and Trust (10–15 minutes)

This is the foundation section.

A) Accuracy

• correct business name
• correct phone number
• correct address (or service-area settings)
• correct hours
• correct website URL
• correct categories and services

B) Consistency (NAP Consistency)

• NAP = Name, Address, Phone
• why inconsistency hurts:
• confuses Google
• lowers ranking confidence
• creates duplicate listings
• sends leads to wrong phone numbers

C) Trust

• reviews volume and quality
• professional photos
• strong descriptions and service info
• fast responses to reviews and messages

6) The Most Important Listing: Google Business Profile (GBP) Deep Dive (15–20 minutes)

What HVAC companies must optimize:

• Primary category selection (critical)
• Secondary categories
• Service areas
• Services list (complete and accurate)
• Business description (keyword + trust)
• Photos:
• trucks
• team
• jobsite work
• before/after
• storefront (if applicable)
• Google Posts:
• weekly posting strategy
• offers
• seasonal tips
• Q&A section:
• seed common questions
• answer them professionally
• Reviews:
• asking consistently
• responding to all reviews
• handling negative reviews correctly

7) The Review Factor: Why Listings Convert or Don’t Convert (10–12 minutes)

• homeowners use reviews like referrals
• what matters most:
• review count
• recent reviews
• keywords in reviews (e.g., “AC repair,” “furnace,” “heat pump”)
• response rate and tone
• review velocity:
• consistent reviews outperform “big burst then nothing”
• simple review system:
• ask after successful job
• automate request
• link directly to review form

8) Common Listing Problems That Cost HVAC Leads (10–12 minutes)

• duplicate listings
• wrong phone number
• old address
• incorrect service area settings
• incorrect hours (especially emergency/after-hours)
• missing categories/services
• no photos
• low review count
• not responding to reviews
• inconsistent NAP across platforms
• listing hijacks or unauthorized edits

9) HVAC Directory Listings: Which Ones Matter Most (8–10 minutes)

Clarify what’s worth focusing on.

• Top priority:
• Google Business Profile
• Apple Maps
• Bing Places
• Yelp (depending on market)
• Facebook
• Secondary but helpful:
• BBB
• chamber/local directories
• local news/sponsor directories
• Paid lead platforms (use carefully):
• Angi, HomeAdvisor, Thumbtack
• when they work and when they don’t
• lead quality concerns
• tracking + follow-up importance

10) How to Audit Your HVAC Listings (Step-by-Step) (10–15 minutes)

Give them a practical checklist.

Listing audit checklist

• search your business name on Google
• search your phone number on Google
• search “HVAC near me” and see if you show up
• check for duplicates
• confirm NAP consistency across:
• Google
• Apple Maps
• Bing
• Yelp
• Facebook
• verify:
• categories
• hours
• website link
• photos
• reviews

Optional:

• show a live example audit during the webinar

11) Tracking: How to Measure Leads From Listings (8–10 minutes)

• key metrics:
• calls from listing
• website clicks
• direction requests
• messages
• tools and methods:
• GBP Insights
• call tracking number
• UTM tracking links for listing URLs
• “how did you hear about us?” script for CSRs

12) The 30-Day HVAC Online Listings Action Plan (6–8 minutes)

Make it simple and doable.

Week 1

• fix NAP inconsistencies
• remove duplicates
• claim/verify top listings

Week 2

• fully optimize Google Business Profile
• add services, description, categories
• upload 20–40 high-quality photos

Week 3

• implement review request automation
• respond to all reviews
• post weekly on GBP

Week 4

• build out secondary directories
• add tracking links/numbers
• review results and refine

13) Q&A (10–15 minutes)

14) Announcement of Next Webinar "HVAC Search Engine Optimization (SEO) — How to Make Your Website Work for You" and link to register.