HVAC companies depend on having a solid online reputation.
In this day and age, HVAC companies can’t depend on word of mouth as much as they used to. While word of mouth is still the most powerful form of advertising today, it’s also not something people seek out like they did back in the day.
It used to be that, when someone needed air conditioning repair or furnace replacement, they’d ask for referrals from their friends and family. Now, most of those people will simply turn to Google or the search engine of their choice to find the right HVAC company to work with.
Chances are, you’re already well aware of how much competition your business has online. There’s no shortage of companies people could turn to for their heating and cooling needs, and the only thing that separates your business from the pack among all of those listings is your online reputation.
While it’s true that aspects of your online reputation are out of your hands, you’ll be glad to know that there are a lot of things you can do to influence and build on that reputation.
Online Reputation Basics for HVAC Companies
Claim your listings.
The first step you should take when building your online reputation is to claim your many business listings across review sites and directories. There’s a strong possibility that, whether you know it or not, your business is already listed on many of these sites, and if you don’t take the time to claim those listings, there may be inaccurate or outdated information about your business out there.
When you take the time to claim your listings and update your business’ information, you can create a more cohesive brand across the web. You can also ensure that, whether someone finds your business on Facebook, Google, or Yelp, they’ll always be calling an active number or visiting your current address. This helps to establish trust, which could easily be undermined if someone ends up calling a number that’s no longer active or travels all the way out to your old, now-abandoned location.
Provide great service.
Not every aspect of online reputation management happens online. In fact, a strong online reputation starts with providing great service to the people you serve each and every day. After all, your online reputation is just a reflection of your service, and If you don’t provide great service in-person, how can you expect to have a good online reputation?
People expect at least decent customer service, and while they may not always jump at the chance to write a review for your business based on good customer service alone, you can bet that, if they’re upset, they’ll tell the world about it. People can be reluctant to share a positive experience, but that reluctance evaporates in a negative experience. When people feel they have been wronged, they typically want to shout it from the rooftops.
Focusing on providing great service is something you should be doing anyway, but it’s also a key part of online reputation management. And while it may not generate a whole lot of five-star reviews, it can go a long way toward helping you avoid one-star reviews.
Start asking for reviews.
Reviews are the bread and butter of your business’ online reputation, and there’s never such a thing as too many of them. People like to read about other people’s experiences, and many of them use reviews when determining which local companies to work with. So if the decision comes down between an HVAC company with a handful of reviews and an HVAC company with thousands of reviews, it’s easy to tell which option people are likely to choose.
There are a lot of dos and don’ts when it comes to generating reviews for your business online, and the first place you’ll want to start is by looking at the rules of various review platforms. But in general, you’ll want to avoid bribing people to write reviews, trying to influence how many stars people give you or what they say about you in reviews, or only asking specific clients for reviews. As long as you’re following these rules, most review sites are perfectly fine with you asking clients for reviews, which is a good thing since it’s also the most straightforward way to actually get them.
Respond to your reviews, negative and positive.
While it’s true that most people will write reviews if you ask them, in time, you’ll come to really appreciate the people who take the time to write reviews for you. Although you may not see the problem in taking five minutes to write a few sentences about your business online, you have no idea how busy a client’s schedule is or what’s going on in their life. The fact that they took the time to give you feedback online means something, and whether that feedback is positive or negative, it’s important that you respond to it.
Not only does responding to your reviews demonstrate how thankful you are that your client took the time to write them for you in the first place, but it gives you a chance to show the world how dedicated you are to great service.
It’s not always easy to get negative feedback, especially in such a public way, like with a negative review, but if you really listen and learn from that feedback, you can use it to make your business better and make your clients happier. The right response to a negative review should always include thanks for the feedback, an apology for the bad experience (even if it wasn’t your fault), a commitment to making the situation right, and a gameplan for how you’ll use that feedback to get better. This kind of response could not only win back the dissatisfied customer but could convince anyone else reading it to choose your business over the competition.
These are all great first steps toward building and maintaining a solid online reputation for any HVAC company, but truly effective online reputation management is an ongoing thing, and one of the best weapons you have in your arsenal is Top Rated Local®. Claim your Top Rated Local listing today!