# SEO for HVAC companies. > HVAC has two customers: one with a dead furnace and one pricing a new one. The second reads your website first, so build those pages in the slow months. Source: https://b-sideprojects.com/industries/hvac/ HVAC has two kinds of customer: one with a dead furnace who calls the first shop that answers, and one pricing a new furnace or a heat pump who reads for weeks before calling anyone. The second one is where the money is, and most HVAC websites have nothing for them to read. [Book a 30 minute call](https://b-sideprojects.com/book/) The call is free, and I look at your website before we talk. ## The repair call and the replacement shopper. The repair call is simple. In the US, "furnace repair" gets searched about 450,000 times in January. Those people want an open shop and a phone number. The replacement shopper is different. In January, about 18,100 people in the US and 2,400 in Canada search for what a new furnace costs. "Heat pump installation" gets about 22,200 searches a month in the US and 5,400 in Canada, and it holds steady all year. Those people compare. A new furnace or a heat pump is a bill most homeowners pay once or twice in their lives, so they read before they pick up the phone. If your website has one Services page and a row of brand logos, there's nothing for them to read, so they read your competitor's site instead. _Drawing: A browser with four tabs open: a search for new furnace cost, a heat pump question, a competitor, and your shop. Your shop's tab is open on a page headed what a new furnace costs in Red Deer, with price ranges. A note says day 19, booked a quote._ ## Write the pages your shoppers search for. The questions are the same every year: what a new furnace costs around here, and whether a heat pump works in a winter like ours. A shop that answers those honestly, with real price ranges and its own installs as examples, is the shop the shopper trusts. They rarely call that day. They come back weeks later by searching your name. The dealer pages that manufacturers hand out don't count. Every other dealer in the country has the same page, and Google already has a copy. _Drawing: A work order on a clipboard for SEO before furnace season. April, cost page and heat pump page. May, photos of installs. June, Google Business Profile and reviews. October, starting to rank. January, furnace calls, circled. Booked in the off-season._ ## Build the pages in the slow months. In Canada, searches for furnace repair run about 6,600 in August and 33,100 in January, five times as many. Air conditioning runs the other way: "ac repair near me" goes from about 1,900 searches in December to 18,100 in July. You know when your rush is coming. Rankings take at least six to nine months, so pages that start when the furnace calls start won't be ready until the season is over. The shops that win January start in the spring, and the shops that win July start the fall before. The slow months are also when your techs have time to photograph their installs, and those photos are what make a cost page believable. ## Where to start. [The strategy](https://b-sideprojects.com/services/seo-audit/) shows which pages are worth building first, and whether your Google Business Profile is losing you repair calls in the meantime. What the monthly work covers is on the [monthly SEO](https://b-sideprojects.com/services/seo/) page. If you're thinking about selling, the [HVAC sell-ready guide](https://b-sideprojects.com/shop-talk/sell-ready/hvac/) covers what buyers pay for, starting with service agreements. ## Common questions. **Should I have separate pages for furnaces, air conditioning and heat pumps?** Yes, if you want that work. People search for each one on its own, at different times of year. **Should I put prices on my website?** Ranges, if you're comfortable with it. Shoppers search for cost more than almost anything else, and a page that says "it depends, call us" sends them to the shop that gave them a number. **When is the best time to start?** Spring for the furnace season, and the fall before for the air conditioning season. Rankings take at least six to nine months, so earlier is better. **Can I use the pages my manufacturer gives me?** You can, but they won't rank. The same page sits on hundreds of other dealer sites. Write your own, with your own installs in it. **Does SEO help sell service agreements?** Most agreement customers start as install customers. Pages that win installs grow the agreement list, and the agreement list is what a buyer pays for. ## Book it in the off-season. Thirty minutes on the phone, and I look at your website before we talk. [Book a 30 minute call](https://b-sideprojects.com/book/)