How This HVAC Website Is Winning at SEO — And What You Can Learn From It
by Michael Santiago, Fullstack Developer & SEO
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If you prefer to watch rather than read, here’s the full video breakdown of this HVAC website review:
"Your website shouldn't just be an online brochure — it should work as your 24/7 salesperson."
We’re kicking off a new series at Arising Co by reviewing real websites to uncover what’s working (and what’s not) when it comes to SEO. Our first feature: an HVAC company that’s doing many things right when it comes to driving organic traffic.
Why This Review Matters
Most HVAC and contractor businesses operate locally, not nationally. That means your website must do more than look nice—it needs to be optimized for local SEO if you want to rank and convert traffic into leads.
Today’s spotlight is on Gary Munson Heating & A/C Services, a contractor site that’s making smart SEO moves. Let’s break down what they’re doing right and how you can apply the same strategies.
1. Prioritize a Mobile-First Design
Over 80% of local search traffic happens on mobile.
What they're doing well:
- They’ve added a custom navigation menu at the bottom of the screen, making it easy to tap CTAs like “Call Now” or “Schedule Service.”
- The layout isn’t just responsive—it’s clearly built with mobile users in mind.
What you should do:
- Add a sticky bottom nav bar for quick calls-to-action.
- Test your design on real phones, not just emulators.
- Make sure buttons are thumb-friendly and avoid placing critical info too close to the edges.
Pro Tip: Google’s Core Web Vitals now prioritize mobile usability. A site that loads quickly and works intuitively on phones is more likely to rank well.
2. Use Clear, Localized Headings
Search engines rely heavily on headings to understand what your page is about.
What they’re doing right:
- Their homepage features headings like “Heating, Air Conditioning and Indoor Air Quality Services in Orlando, Florida.”
- They incorporate geo-specific keywords in H1s and H2s—great for ranking in local searches.
Why this matters:
- Location keywords like
"AC Repair Orlando"have less competition and high buyer intent. - Proper use of heading tags (H1, H2, etc.) improves crawlability and keyword relevance.
Now, by having a Google Business Profile, Google already understands that a user searching for AC Repair Orlando is looking for a service in Orlando, Florida. As a result, they will search the local map pack for the keyword and show the businesses whose address is closest to the user’s location, along with reviews and other information accounting for who ranks higher in the local map pack.
Localized headings though can help you outside of the local map pack, helping you rank organically in the search results as there are people who prefer to look at the search results as opposed to the map pack (and paid advertisements).
Action steps:
- Only use one
<h1>per page with your main keyword + city. - Structure subheadings to reflect supporting services.
- Avoid using styled text (bold or large font) instead of actual heading tags.
Structured headings with relevant keywords can increase dwell time and reduce bounce rates by making content easier to scan.
3. Don’t Hide Info in Images
Google can’t read text embedded inside graphics. This is a common mistake that has caused a lot of frustration for businesses. It is easy to produce a graphic in Canva that looks great and styled right, but it is far better to style it right in HTML.
Common mistake:
- Some businesses use Canva graphics to list services, but Google can’t interpret the text within those images.
What they’re doing right:
- Their services are described in plain HTML.
- Icons are purely decorative, not critical to conveying information.
Best practices:
- Use HTML text for all core messaging
- Images should enhance—not replace—your content
Use alt tags on your images with local keywords to support accessibility and SEO without keyword stuffing.
4. Build a Dedicated Page for Every Service & Location
This is one of the most powerful local SEO strategies and also one of the most neglected.
What they nailed:
- They’ve created individual pages for each city (e.g., /lake-mary/) and for each service they offer.
- These location pages are actually ranking for high-value long-tail terms.
Why this works:
- Google favors highly targeted content.
- Service + location pages increase your surface area in search results without needing as many backlinks.
Do this now:
- List every city or neighborhood you serve—create a page for each.
- Build a service page for each offering: AC repair, ductwork, installations, etc.
- Include the city + service in the slug, meta title, and H1.
We recommend creating these pages with local testimonials, schema markup, and internal links to other areas of service. This builds authority and keeps visitors on your site longer.
5. Improve Engagement to Reduce Bounce Rate
Engaged users are more likely to convert and rank. Bounce rate is the percentage of users who leave your site after viewing only one page. Your website should have a low bounce rate to keep your rankings high.
What they’re doing well:
- The site loads fast and has intuitive navigation.
- Clear CTAs, scroll-triggered sections, and helpful visuals keep users engaged.
What you can do:
- Run your site through GTMetrix or Google PageSpeed Insights and aim for a fast First Contentful Paint (FCP).
- Use internal links to guide users to FAQs, contact pages, and blog posts.
- Always keep your phone number and a contact CTA above the fold.
Reducing bounce rate signals to Google that your site satisfies user intent which boosts rankings over time.
6. Focus on Google Business Profile Reviews
Your Google Business Profile (GBP) often shows up before your website.
What they’ve done right:
- Over 295 reviews with a 4.8-star average.
- They respond consistently to all reviews—both good and bad.
Why this is huge:
- Reviews act as social proof for potential customers.
- Google uses reviews, response rate, and keyword relevance in GBP to determine local map pack rankings.
Quick wins:
- Ask for a review after every successful job.
- Include local keywords in your responses (e.g., “Thanks for choosing us for your Winter Park furnace repair!”).
- Respond to all reviews to show you’re active and trustworthy.
Advanced Tip: Add services, photos, and weekly posts to your GBP. These small updates can give you an edge in local pack visibility.
7. Track Progress — and Stay Consistent
This HVAC company grew their traffic from about 100 to 300 organic visits per month—without running ads.
What made the difference?
- A site redesign focused on performance
- Clean, keyword-optimized URLs
- Regular SEO audits and content publishing
Final tips:
- Use free tools like Google Search Console to track clicks and impressions.
- Publish blog content regularly—cover seasonal maintenance tips, “best of” equipment guides, or FAQs.
- Don’t chase perfection. Consistency is better than bursts of effort.
The best SEO strategies are about consistency. It is better to publish blog articles consistently that add value to your prospect. Your prospect may be asking specific questions relating to your industry and should they land on your website because you provided value through an article answering that question, then you win their trust! This trust could then lead to future business (or immediate business). Momentum matters when it comes to SEO, so don’t chase perfection. Consistency is better than bursts of effort such as 1 article a month.
Final Thoughts
If you run a home service business, whether HVAC, plumbing, electrical, or pest control, then your website has the potential to be your best lead generator.
Gary Munson Heating & AC Services is showing us what works. And with the right focus, structure, and follow-through, you can do the same.
Need help?
We specialize in helping contractor websites get found online, rank better, and convert visitors into leads. Visit our SEO services page here to see how we can support your business growth.
Don’t have a website yet, or perhaps your website is not performing well? We can help you improve it. We’ll help you design a website that’s optimized for search engines and conversion-focused ads. We’ll also help you create or optimize your Google Business Profile and improve your online presence. Visit our Website Services page here to learn how we can help your site bring in traffic that brings in more leads and sales.
If you’re already convinced, then book a call with us today by visiting our Book a Call page here.