The short version
- Build heating pages before fall and cooling pages before summer, with heat pumps at the center of both.
- Name each rebate program, link its official page, and leave the dollar amounts off, because they change.
- Sell a maintenance plan on its own page, and give no heat and no cooling calls pages of their own with a tap to call button.
An HVAC site in Western Washington or western Oregon has to sell cooling as seriously as it sells heat. The homeowner who calls in January about a furnace and the one who calls in July about a hot bedroom can end up shopping for the same machine, and the site should meet both of them.
I build sites for contractors in Washington and Oregon. This is how I would set up an HVAC shop's site around the two seasons, the heat pump, the rebates, and the calls that come in at night.
Two seasons, one machine
Washington's Department of Health, citing the National Weather Service in Seattle, describes June 26 to July 2, 2021 as a long, unprecedented heat wave across the Pacific Northwest (opens in a new tab). A week like that sends homeowners without cooling looking for it, and the shop that wants those calls needs its cooling pages written before the heat arrives, not during it.
The heat pump is the product that answers both seasons. It heats in January and cools in July, so the heat pump pages work all year, and the season decides which half of the page the homeowner reads first. Write the cooling half with the same care as the heating half.
Plan the pages a season ahead of the calls.
| Months | What homeowners want | Pages to have live |
|---|---|---|
| March to May | Cooling before summer, heat pump quotes, spring checks | Heat pump pages, ductless page, maintenance plan |
| June to August | Cooling that works now, a fix for the hot bedroom | Cooling repair, ductless page, emergency cooling |
| September to November | Heating checks, replacing an old furnace | Heating pages, conversion page, maintenance plan |
| December to February | Heat that works now | No heat page, emergency heating |
Heat pump pages that answer the real questions
One heat pump page is not enough. The homeowner with electric baseboard heat, the one with a 20 year old gas furnace, and the one with an oil tank in the basement are asking different questions, and each should land on a page written for them.
Split it this way.
- Ducted heat pumps, for homes with a furnace and ductwork.
- Ductless heat pumps, for homes with baseboard heat or rooms the ducts do not reach.
- Conversions, for homes moving off oil, gas, or electric resistance heat.
- Heat pump water heaters, if you install them.
On each page, show your own installs. Where the outdoor unit sits, how the line set is covered, and what the indoor heads look like on a finished wall. Name the brands you install, what your quote includes, and how long an install takes in your shop. Answer the questions you hear at every estimate, like how loud it is and where the outdoor unit can go, in your own words.
The quote form should ask what you need to price the job.
- The town and the address.
- The size of the home, as a range if they do not know it exactly.
- How the home is heated now, whether gas furnace, electric baseboard, oil, or an older heat pump.
- Whether the home has ducts.
- Which rooms run too hot or too cold.
- When they want the work done.
On the sites I build, that request arrives by email with the job details, so your first call is about the house and not a list of questions.
Rebates. Name the program, link the page, skip the amount
Rebates are the part of an HVAC site that goes out of date fastest. The amounts change, the programs change, and the page written two years ago still promises the old number.
Start with the federal credit. The IRS says the Energy Efficient Home Improvement Credit, the federal credit that covered heat pumps, applies to property placed in service before December 31, 2025 (opens in a new tab). If your site still promises that credit on a new heat pump, take the line down.
The programs running now differ by state and by utility.
- Oregon. Energy Trust of Oregon's 2026 residential incentive sheet (opens in a new tab) lists heat pump incentives for homes served by PGE and Pacific Power, and instant incentives are offered through trade allies enrolled with Energy Trust. The sheet says incentives are subject to change. If you are an enrolled trade ally, say so on the page.
- Washington. Puget Sound Energy lists heating rebates (opens in a new tab) for moving from electric resistance heat to a heat pump, for hybrid heat pumps, and for upgrading an older heat pump, plus an income qualified heat pump rebate for homes heating with gas. Other utilities run their own programs, so check the one that serves each town you work in.
Build one rebates page with a short section per program. The program name, who qualifies in one sentence, a link to the official page, and the month you last checked it. Leave the dollar amounts on the official page. When a program changes, the fix is one line. On my builds, Care covers small changes like that one, or the change is quoted flat before I make it.
A maintenance plan page that sells the plan
A maintenance plan keeps the customer with you between installs, and it gives the shop work in the weeks when the phone is quiet. It needs its own page, not a line on the services page.
Say exactly what the plan includes. A spring cooling check, a fall heating check, the filter, and what a technician looks at on each visit. Say what members get that other customers do not, like first call on scheduling or a set price on repairs, and only list what you will honor on a busy day. Put the yearly price on the page and a short sign up form under it, which arrives by email like any other request.
Link the plan from every install page. A homeowner who just bought a new system is the easiest plan to sell, because they want it to last.
Emergency pages for no heat and no cooling
The homeowner with no heat on a January night is not comparing five shops. They want a phone number and some sign that someone will answer.
Build two pages, one for no heat and one for a system that runs but does not cool. Put a tap to call button at the top of each, then a short list of what to check before calling (the thermostat setting, the breaker, a clogged filter), then what you do and when you can come. If you charge more after hours, say how much.
After hours, the intake chat on a Site with Tools takes the job details and sends them to you by email, so the request is waiting when you open the inbox at 6 in the morning. It is a scripted chat set up with your services, your towns, and the answers you give on the phone, and it takes the name, phone number, address, the job, and the timeline.
The license number and the proof
Homeowners check the license before they let a crew into the house. The L&I registration or CCB license number goes in the footer of every page, on the about page, and next to the quote form. If your shop also holds an electrical license for the wiring side of an install, list that number too, labeled. My guide on the license number on your website covers how to write it.
Then show the work next to the reviews. A before and after slider with the old furnace and the new heat pump, the town, and what the customer wrote on Google about the job does more than a paragraph about quality.
What it costs to set up
The HVAC website has the heat pump pages, the rebates page, the maintenance plan, the emergency pages, and the town pages. A Site is $1,500, with $750 to start and $750 at launch, and it has 20 town pages. The first draft is ready in 7 business days, and the site is live 7 business days after you approve the draft. A Site with Tools is $4,000, with 40 town pages, an estimating engine, and the intake chat. A pack of ten more pages is $600, and there is no monthly fee on the site.
If you want ads running before the first hot week of summer, Google Ads management starts with a $1,500 campaign build that is live within a week. Before launch I pull search volume and cost per click for your trade and towns from Google's Keyword Planner and send the numbers in writing, and you set the daily budget. Management is $1,000 a month, month to month, with every search term read twice a week and a report written by hand every week. The ad spend goes from your card to Google. I run Google Ads only on a site I built, for contractors whose average job is over $10,000.
