Let’s get real for a second — how do you shop online? Whether it’s Amazon, Best Buy, or even DoorDash — you go there because you want info. You want to know what your options are, what they cost, and which one is best for you. You don’t click on Amazon hoping to read a long paragraph about how great Jeff Bezos is. You want prices. You want pictures. You want to make a decision.
But for some reason, lots of HVAC websites still look like they’re stuck in 2005. You land on the page and it’s just fluffy text about how they’ve been “trusted for 30 years,” with no sign of an actual furnace, air conditioner, or a single dollar amount in sight.
If that sounds like your website — we need to talk.
Customers Today Want Information — Not Sales Pitches
People aren’t going to your website just to learn that you’re a “family-owned, reliable company.” That’s great — but guess what? Everyone says that. What people really want to know is:
✅ What systems do you sell?
✅ Which ones are good, better, and best?
✅ How much am I going to pay (even just a range)?
✅ What’s right for my size of home?
If they don’t find that? They’ll bounce. Probably straight to your competitor’s website where they can actually see some options.
Imagine this: You go to order pizza. The site says “We make the best pizza in town! Call for details.” Are you gonna pick up the phone? Nope — you’re going to the next place that shows you the menu and prices.
Why You Need to Show “Good / Better / Best”
Your customers don’t always know what they need — but they do want choices. When you show “good / better / best” options, you’re doing three big things:
- You help people self-select.
- You build trust (you’re not pushing only the expensive stuff).
- You get more leads — because choice feels empowering.
For example, you could list:
Good: A basic high-efficiency AC — great for small homes or rental properties.
Better: A mid-range system with smart thermostat compatibility — ideal for a family home.
Best: Ultra high-efficiency, whisper-quiet, top-of-the-line system with built-in air purification — for customers who want the best of the best.
See how easy that is? You’re helping your future customer figure out what’s right for them — and giving them a reason to call you.
Yes — You Should Absolutely Show Pricing (Even Just a Range!)
I know what you’re thinking: “But HVAC systems aren’t one-price-fits-all!”
Of course they aren’t. But customers aren’t expecting a perfect price — they just want to know what ballpark they’re playing in. If you don’t show at least a range, it’s like asking someone to blindfold themselves and order dinner.
Here’s an easy way to show prices:
Up to 1,200 sq. ft. home: $5,500 – $7,000 installed
1,200–2,000 sq. ft. home: $6,500 – $8,500 installed
2,000+ sq. ft. home: $8,000 – $12,000 installed
This gives people an idea. They know if it’s in their budget. They’re less likely to waste your time or theirs. And the ones who do reach out are already more qualified and ready to buy.
You don’t go on Amazon and click “call for pricing.” Your HVAC website should be no different.
👉 And don’t just show pricing alone — pair it with the actual products. Whether it’s a Goodman 16 SEER, a Trane variable speed, or a Daikin mini-split — show what systems you offer and what they cost (even if it’s a range). It makes it real. It makes it relatable. And it helps your customer visualize what they’re getting for their money. A price with no product is as empty as a product with no price. You need both.
If You Don’t Show Product & Prices — You Lose Leads (and Sink Your Google Ads!)
If you’re spending money on Google Ads or SEO to drive traffic to your site (and you should be), then you’ve got to give people something to land on.
Think about it — what are you driving traffic to? If all they find is a page that says “We’re awesome! Call us!” … that click was a waste of money.
Even worse — Google actually scores your site on whether it matches what your ads are promoting. If you’re running an ad that says “High-efficiency AC from $5,999” but you don’t show products or prices? Your Google Quality Score will drop — meaning your ads cost more and show up less.
In other words — no product pages = wasted ad dollars.
Product Pages Are SEO Gold, Too
Even if you’re not running ads — showing products helps your SEO. Why? Because people search for stuff like:
- “Best AC for 2,000 sq ft home”
- “Furnace installation cost near me”
- “AC replacement with smart thermostat”
If you don’t have pages that answer those questions — with products, comparisons, and prices — you won’t show up. Your competitors will.
Why Are You Driving People to Your Website, Anyway?
Here’s the big question HVAC owners need to ask themselves:
Why am I sending people to my website?
If your answer is “so they can read about how great we are” — that’s not going to cut it. That’s not what modern marketing is for.
You’re spending money (whether on Google Ads, SEO, yard signs, or billboards) to get people to visit your website. The goal is for them to take action:
- Request a quote
- Book an appointment
- Call your team
If they land on a site with nothing but some generic feel-good paragraphs and no product info, guess what? They’re going to hit that back button faster than you can say “HVAC.”
Final Word: It’s Time for HVAC Websites to Grow Up
The world has changed. People expect to shop online with information, comparisons, and pricing. If your HVAC website is still just a wall of text about your amazing service — you’re getting left behind.
When you show products (with good, better, best options), include pricing ranges, and guide customers toward the right solution for their home:
✅ You’ll get more (and better) leads
✅ Your ad campaigns will perform better
✅ You’ll rank higher on Google
✅ You’ll waste less time on unqualified tire-kickers
✅ And most importantly — your customers will be happier
That’s what good marketing is supposed to do.
So — what are you driving your customers to your site for? A bunch of fancy text about how great you are?
Or a helpful, modern shopping experience that builds trust — and drives sales?
Your move. 🚀
