HVAC landing page examples: a replacement page, section by section, with the copy

What makes a good HVAC landing page?

A good HVAC landing page for replacement work matches the ad that sent the visitor, makes one offer, asks for one action and works on a phone. Google's own guidance says the page should "closely match" your ad and keywords and make it "quick and easy" to act. Everything on the page should serve that one action.

Google also scores it. Landing page experience is one of the three parts of a Google Ads Quality Score, defined as "how relevant and useful your landing page is to people who click your ad".

I write the offers and buy the ads at Scale Theory, and the landing page is where most of the ad money is won or lost. A click costs the same whether the page converts or not. What follows is the page we build for central AC and heat pump replacement. The copy is example copy we wrote for this post, with placeholders in brackets. It is not from a client page, and we have no HVAC client results to publish yet.

A landing page is not your website. Your website serves everyone. A landing page serves one homeowner who just tapped an ad about a new system, and gives them one way forward.

What does a high-converting HVAC landing page look like, top to bottom?

Nine sections, in this order: headline, offer and button, proof, how the estimate works, systems you install, the qualifier, the consent line, objection answers and a short footer. Each has one job. If a section does not move the homeowner toward the qualifier, it comes out.

Here is the template, with example copy for each section:

1. The headline and subhead

The headline names the job and the place. "New central AC or heat pump in [City]" tells a homeowner in that city they are in the right spot. The subhead carries the offer: "Written price at your kitchen table. Installs open [day]." If the ad said heat pump, the headline says heat pump. One page template, several headline versions, one per ad group.

2. The offer and button

One offer, stated plainly, then a button that starts the qualifier. "Check my options" or "See if we can install this week" beats "Submit" because it describes what happens next. Beside it, a tap-to-call button for people who would rather talk. The install date in the offer comes from your real calendar and changes when the calendar does.

3. Proof

Three real Google reviews that mention replacements, four photos from your own installs, your years in business and your license number. That is enough. The FTC's rule on consumer reviews and testimonials, in effect since October 21, 2024, bars fake reviews and reviews that misrepresent someone's experience. If you are short on reviews, show job photos and your license, and fix the reviews problem properly after installs.

4. How the estimate works

Three steps, one line each. "Answer 6 quick questions. Pick a time that suits you. Get a written price before we leave." This section does more for booking rates than any badge, because the thing stopping most homeowners is not price. It is the fear of a two-hour sales pitch.

5. Systems we install

A short list of what you do and what you do not. "Central AC, heat pumps, AC and furnace changeouts. We don't install window units." This sorts people before the form does, and saves your advisor a drive to a job you do not want.

How should the qualifier on an HVAC landing page work?

Six tap-to-answer questions, one per screen, before name and phone. Each answer is a button, not a text box, so it takes about a minute. The answers decide where the lead goes: replacements and new installs from homeowners in your service area go to your calendar, and the rest get a polite reply.

Easy questions first, budget fifth, name and cell number last, so people reach the phone field already invested in finishing. Every answer is attached to the booking, so your comfort advisor walks in knowing it is a 15-year-old AC in a single-family home with an owner who wants it done this month.

How fast that qualified lead gets a reply is its own topic, covered in our post on HVAC lead follow-up.

What should the consent line next to the phone field say?

It should clearly authorize your company to text and call the number given, including with automated technology, and say that agreeing is not a condition of buying. Federal rules in 47 CFR 64.1200 require prior express written consent for automated marketing calls and texts to cell phones. This is general information, not legal advice.

The regulation defines prior express written consent as a written agreement "bearing the signature of the person called" that clearly authorizes the seller to send those messages. The disclosure must tell the person they are "not required to sign the agreement" as a condition of purchasing anything. An electronic signature counts where federal or state law recognizes it.

Example consent line, placed directly under the phone field (ours, for illustration, to be checked by your attorney):

"By checking this box, I agree that [Company] may call and text me at the number above about my estimate and HVAC offers, including by automated technology. Consent is not a condition of purchase. Message and data rates may apply. Reply STOP to opt out."

Three things we do every time: the box starts unchecked, the line sits next to the phone field rather than in the footer, and the CRM keeps a timestamped record of the consent with the lead. State rules can add to the federal ones, so the wording gets a legal check before launch.

How should an HVAC landing page work on a phone?

Build it for the phone first. Google's guidance says "many of your customers will be visiting your website on a mobile device". That means one column, big buttons, a tap-to-call button that stays on screen and no pop-ups covering the form.

The details that matter on a phone:

• Big tap targets. The W3C's accessibility standard sets a minimum of 24 by 24 CSS pixels for a target. We go well above that for the qualifier buttons, closer to the full width of the screen, because people tap them with a thumb while holding a coffee.
• A sticky call button. A slim bar at the bottom with "Call [Company]". Some homeowners will never fill in a form.
• No zooming or sideways scrolling. Text at a size people can read without pinching.
• The right keyboard. The phone field opens the number pad, not the letter keyboard.
• The headline and button above the fold. On a typical phone screen, the headline, offer and first button should be visible without scrolling.

How fast does an HVAC landing page need to load?

Fast enough to pass Google's Core Web Vitals. web.dev sets the targets: Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint of 200 milliseconds or less, and Cumulative Layout Shift of 0.1 or less, measured at the 75th percentile of page loads on mobile and desktop.

The 75th percentile is the part people miss. It means three out of four visits need to hit the target, including the homeowner on a slow cellular connection in their backyard, not just you on office Wi-Fi.

A faster, cleaner page converts more of the clicks you already paid for.

What should you cut from an HVAC landing page?

Anything that offers a second path or slows the page. That means the navigation menu, image sliders, autoplay video, chat pop-ups, coupon grids, a second offer, a long company history and stock photos. Each one either pulls attention from the qualifier or adds load time, and most do both.

The cut list, with the reason for each:

• Navigation menu. Ten links means ten exits. Keep the logo and phone number.
• Sliders and carousels. Heavy to load, and later slides are easy to miss.
• Autoplay video backgrounds. Big file, slow LCP, little value. A short click-to-play video from your comfort advisor is fine lower down.
• Chat pop-ups. They cover the form on a phone and add script weight. The 60-second text after the form does the same job better.
• Repair, tune-up and coupon offers. They pull replacement visitors toward a service call.
• Multiple offers. One offer per page. A second offer gets its own page.
• Stock photos. Your own trucks and installs, every time.
• Unproven claims. "Lowest price in [City]" or "save 50% on bills" without evidence to back them.

What should a Phoenix HVAC landing page say differently?

The template stays the same. The headline, the systems section and a rebate line change. Phoenix has a very long cooling season and mostly electric heat, so heat pumps belong near the top. SRP's AC rebate pays by the ton for qualifying systems, which earns a line on the page if you install to its rules.

NOAA's 1991 to 2020 normals for Phoenix Sky Harbor show about 111 days a year at or above 100°F and about 173 at or above 90°F. A Phoenix page can lead with install speed for most of the year, and the "Installs open [day]" line carries real weight for much of the year.

The Census Bureau's 2024 American Community Survey shows about 66% of occupied homes in the Phoenix metro heat with electricity and about 30% with utility gas. So the systems section should put heat pumps first, with AC and gas furnace changeouts as the second option.

SRP's AC rebate, as published on its site, pays $75 a ton for single-stage, $150 a ton for multi-stage and $225 a ton for variable-capacity systems, up to $1,125 for a 5-ton variable-capacity system. Equipment must be SEER2 15.2 or higher and listed in the AHRI directories. It must be installed by a contractor licensed in Arizona, and single-stage systems need a Manual J load calculation. If that matches what you install, a line such as "SRP customers may qualify for a rebate of up to $1,125. We handle the paperwork." belongs in the offer section. Only write "we handle the paperwork" if you do.

Local detail is on our Phoenix HVAC marketing page, and the full page build is on our HVAC landing pages page. If leads arrive but do not book, start with our post on HVAC booked estimates.

Sam

Co-founder. Audits, strategy and media buying

Sam runs every strategy call and buys every ad. Before going HVAC-only, he ran a performance marketing agency: SEO, Meta and Google ads, CRM automation.

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