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Home » Authors » Ben Landers

Articles by Ben Landers

HVAC Marketing Through COVID-19.

For HVAC Marketing Through COVID-19, Follow the Data

Looking at the right data can drive insights for your strategy
Landers
Ben Landers
April 12, 2020
No Comments
One of the questions I hear from home service contractors is, “Should I continue to advertise and market through this chaos, and if so, how?”
Read More
Customer Service

Secure Your Website and Secure More Leads

Protect the privacy of your online prospects and customers
Landers
Ben Landers
March 13, 2017
No Comments
If your website is not secure, you are potentially exposing your prospects’ and customers’ data to hackers, and you’re likely losing leads and sales to competitors who have secure sites.
Read More
hacker attack

What the Hack is Going On with Your Website?

Dealing with a hacked website can be very costly
Landers
Ben Landers
July 4, 2016
No Comments

Every week, my office receives at least a half dozen calls from small, local business owners in desperate need of a hacked website cleanup, and the volume of these calls appears to be increasing.


Read More
Do You Know Your Marketing ABTs?

Do You Know Your Marketing ABTs?

Landers
Ben Landers
March 14, 2016
No Comments

The right way to think about advertising, marketing, and the ABT mindset is sometimes you win, and sometimes you learn. The lessons, while often costly and painful, become the wisdom that will help elevate the HVAC company above the small-minded folks who can’t discipline themselves to operate this way.


Read More
Ben Landers

Four Google Changes You Need to Know About

Pay-per-click advertising is now more important than ever
Landers
Ben Landers
November 23, 2015
No Comments

Google has made some serious changes recently and more are on the way. You can use these changes to your advantage or you can fall behind those that do. Which choice will you make?


Read More
Ben Landers

Is Your Website Mobile Friendly?

Is Your Website Prepared to Overcome ‘Mobilegeddon?’
Landers
Ben Landers
May 25, 2015
No Comments

Despite the fact that Mobilegeddon has come and gone, there are still plenty of sites that are not mobile friendly. This means there’s a great opportunity for savvy HVAC contractors of all sizes to get a jump on their competitors. 


Read More
Ben Landers

Don’t Market to Only One Audience

Solving One Marketing Problem Without Creating Another
Landers
Ben Landers
April 20, 2015
No Comments

Once you grow to a certain size and invest in a few additional trucks, hire some techs, maybe hire a helper or two, and bring in a couple office/administrative folks, suddenly you find no matter how good you are, referrals and repeat business just isn’t enough to keep everyone busy. You need more leads — like, yesterday.


Read More
Ben Landers

Social Media Mishaps

The Web is Changing Customer Expectations
Landers
Ben Landers
January 26, 2015
No Comments

I can’t get over how many HVACR contractors place social media icons prominently at the top of their sites — often next to their phone numbers or the schedule-an-appointment button. Why would you pay money to bring prospects to your website only to direct them to the world of endless distractions that is Facebook, Twitter, etc.?


Read More
Ben Landers

Choose Your Advertising Metrics Wisely

Cost per Lead is Easy to Calculate, but Those Numbers May be Misleading
Landers
Ben Landers
June 23, 2014
No Comments

Using data to make increasingly smarter marketing decisions goes beyond simply collecting a bunch of statistics and putting them into a pretty report. 


Read More
The Measure of SEO Success Is Revenue, Not Your Google Website Ranking

The Measure of SEO Success Is Revenue, Not Your Google Website Ranking

Most Web Marketing Firms Start with the Wrong End in Mind
Landers
Ben Landers
January 20, 2014
One Comment

The most important measure of SEO success is revenue and gross profit from organic search. 


Read More
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