How to make the most out of your lead-generating channels

You’re probably getting leads from a variety of places: calls, emails, social media, website contact forms, and more. But how do you know if those leads are actually going to turn into paying customers? Here are a few tips to help you narrow in on your real leads as they come in.

Use a chatbot

When you add a chatbot to your website or social media platforms, you can set it up to filter out leads that are just looking for information and aren’t ready for your services.

With, potential HVAC customers can request a quote, schedule an appointment, or leave a review. They can even troubleshoot an issue. After a series of questions, you’ll have all the information you need to know what issue they’re encountering.

Include clear language in your forms

When someone completes a contact us form, either on your website or via email marketing, make sure to include questions that will help you understand why they’re contacting you.

 Aside from their name and contact information, be specific in your questions. Ask the following:

Be specific on your website

If you want to generate quality leads, your website needs to be specific about what services you offer and how you can help potential customers. When you have a page on your website for every single service you offer, potential leads are more likely to find what they’re looking for, and you’re more likely to close the deal.

However, if you only have generic pages like “Air Conditioning” and “Heating”, it’s too vague for homeowners to know what you offer and you’re leaving customers guessing as to how you can help them.

Use a more specific call-to-action (CTA)

Include a CTA on every page of your website. A CTA is a specific, actionable next step that you want potential leads to take. It could be subscribing to your email list or completing a contact form. By having a CTA on every page, you’re more likely to guide potential leads down the path you want them to take.

You’ll also need to use descriptive CTAs in your social media, email, and text campaigns. This will vary depending on what stage of the buyer’s journey your leads are in.

For example, if you’re sending an email to someone who just subscribed to your list, a CTA could be a new customer offer. If you’re sending an email to someone who has already received services from you, a CTA could be leaving a review or taking advantage of a loyalty program.

Some good CTAs for HVAC companies are:

With specific CTAs like these, you can be certain that your leads are taking action because they’re interested in what you have to offer.

By following these tips, you can make sure that your lead-generating channels are working to their full potential and that you’re closing more deals. By having a clear strategy for your website, forms, and campaigns, you can focus on getting quality leads that turn into paying customers.

If you’re uncertain about how to generate leads or want to double check that you’ve covered the basics, check out our Summertime Lead Generation Cheat Sheet. 

Milwaukee, WI

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