It’s been an exciting week in the HVAC industry. The ACCA surprised us all by announcing their 2015 ACCA Contractor of the Year, GAC Services, weeks before their big conference. Meanwhile, we’ve been hard at work compiling, finalizing, and analyzing all the data related to our 2015 HVAC & Plumbing industry crawl, the contents of which will be featured in an upcoming story in ACHR The NEWS. More on that later.
Our site analysis this week is Onecallhouston.com. This site belongs to One Call AC, Heating, Plumbing & Drains in Houston, Texas. One Call was started by Edgar Connery. They’ve been in business for more than 20 years.
Just like the other sites we’ve evaluated, we’ll be scoring Onecallhouston.com across three categories:
- Accessibility & Content
- Identity & Trust
Analysis of Onecallhouston.com
For a set of 900 geographically-targeted, service-specific keywords Onecallhouston.com ranks number one on Google one time (yeah, you read that right—ONE time)! While the average HVAC contractor can’t expect to rank number one all that often, you do have to make sure that your site is at least on the first page for a lot of your target keyword phrases. Onecallhouston.com only ranks on the first page of Google 43 times (4.90%). Not good; not good at all.
We’ve analyzed thousands of local/regional HVAC and plumbing contractor websites. HVACR companies investing heavily in SEO often appear on the first page of Google’s organic search results more than 20 percent of the time for keyword phrases relevant to their geographic service area and service offerings.
As a result, Onecallhouston.com earns a 49 for Findability.
To learn more about improving your HVAC company’s website rankings, check out some of these articles:
- Study provides contractors with a stellar guide to SEO
- Local businesses should build a brand, not links
- SEO tips for HVAC contractors
Accessibility & Trust
Assuming a website can be found, the next most important attribute is the site’s accessibility and its on-page content. Whether a site scores well or not comes down to the answers to questions such as:
- Does the site load quickly and correctly across all devices—PCs, mobile phones, tablets, etc.?
- Is the site easy to navigate?
- Is the text-to-background contrast adequate?
- Is the font size and spacing appropriate?
- Does the site include relevant, unique content that provides genuine value to visitors?
One Call Houston’s website gets a 79 for accessibility and content. The site earns points for having clear calls to action and an easily found contact form on their homepage. They earn additional points for having a responsive designed site that renders well regardless of screen size (desktop, laptop, tablet, mobile). Having a mobile-ready site is absolutely critical these days.
We tested Onecallhouston.com using Google’s PageSpeed Insights tool—their desktop version scored a 76/100 and mobile received a 65/100. While mobile site speed could use some work they certainly earn points for avoiding unnecessary plug-ins and sizing content to fit any mobile screen-size.
We recommend the implementation of a content rich blog which will attract local visitors that may not have otherwise known about One Call Houston. They need to address a font issue on their mobile site causing headings to flow out of their designated section (see image below).
The “locations” section in their navigation tab drops-down to list several cities, but when we tried to click on them nothing happens. We’re confused, and visitors probably will be as well if these are actual locations or represent their main service areas.
At the bottom of the homepage they display a comprehensive service area list, which includes more cities than in the navigation drop-down. Perhaps the drop-down was the beginning of building out geo-targeted landing pages, but at this point they take visitors nowhere.
Identity & Trust
Onecallhouston.com receives an Identity & Trust score of 90. The site earns points for having a phone number and physical address where visitors expect to find it. Clearly displayed BBB rating, years of experience, embedded testimonials and product affiliations also earn the site additional points.
It’s fantastic that One Call Houston offers financing but we recommend also placing a MasterCard and/or Visa logo in the header near the phone number. These are very well recognized brands, so displaying them prominently is a great way to build trust and create a feeling of legitimacy. Currently visitors have to scroll far below the fold to find this information.
We also suggest placing social media icons in the footer only (currently displayed in the header). The last thing you want is a visitor to leave your site by clicking on a social media icon and not return.
Overall, we’d give Onecallhouston.com a 73/100. It’s a professionally designed site that’s fairly easy to navigate. The site features a responsive design that renders well–regardless of the device used (desktop computer, smartphone, etc.). The site would benefit from the increased visibility generated by an ongoing SEO