Fresh & Relevant Content
It’s not just about the layout and color scheme of your website- the content needs to be up-to-date and related to your business. Include detailed information about every service you provide and every product you sell. Ensure every page is updated as soon as required and keep the content fresh and interesting. 

Your blog content should answer common questions in detail, give customers tips for things like winterizing their system and DIY maintenance, introduce new HVAC products, and tell engaging stories about things that really happen in the business – that time a customer did without A/C over a summer weekend because they forgot to change the batteries in the thermostat, the ductwork leak caused by squirrels in an attic, the respiratory illness fixed by better filters changed more frequently. You have the stories, and customers will be interested in how you’ve helped others. (without naming customers involved, of course)