Leveraging Your Website as a Resource: 4 Ways to Provide Useful Information

Posted on April 25, 2019

When people are in search of information or need help, they’re going online. Just take it from Google – the global search giant now processes 5.6 billion searches every day¹. But with so much information on the web, how can you drive this traffic to your site? It’s simple – provide your visitors with useful information.

Sharing and posting relevant and useful information on your website in the form of blog posts, articles, whitepapers, or even videos helps you establish trusted lines of communication with your customers and build credibility in the process. This not only provides prospects with a view into your industry expertise, but may also make them more inclined to conduct business with you in the future.
So what kind of information is actually useful to your website visitors?

Safety Information
As a propane, heating oil, or HVAC-related business, you know the importance of taking proper safety precautions to keep systems running smoothly and your people out of harm’s way. Sharing information such as what to do if a customer smells gas, how to recognize the smell of propane, or even how to report a gas leak are all great ways to keep your customers informed and prepared, in the event an emergency were to strike. Beyond the standard safety concerns, you can provide even more relevant safety tips such as how to safely remove snow and ice from equipment in the winter or safe grilling practices for the summer. The goal is to keep all of your customers informed, prepared and above all else – safe.

Explanation of Payment Programs
When it comes time to schedule a tune-up, refill a tank, or even replace a piece of equipment, the first question energy companies typically face from the customer is, ‘How much is this going to cost me?’ And while these services do all come with a price, explaining a payment plan comes as a welcomed relief, helping customers avoid the burden of a total upfront cost. However you choose to offer payment plans, be sure to protect your business from the start and be as clear as possible with your customers. Provide them with detailed terms include the total fee, duration of the plan, and payments broken down by increment. Also be sure to thoroughly explain any rewards or penalties that customers can incur throughout the plan – these can go a long way in incenting on-time and even early payments.

‘How-to’ Videos
Since the early 2000s, increasingly popular TV shows like “How It’s Made” and “How it Works” have been captivating intrigued viewers with detailed explanations and behind-the-scenes looks into the manufacturing and processes behind everyday products and services. In recent years, this same sense of fascination has made it’s way to the Internet, with a “How-To” or “Behind-the-Scenes” video for virtually anything. Why not take advantage? Consider creating short videos that are both educational, and interesting to your customers. Whether you cover how to connect a propane tank to a gas grill, read a tank monitor, keep pipes from freezing, or replace an HVAC system’s air filters, there is no better way to capture attention and share your expertise with your customers and prospects.

FAQs
As a local propane, heating oil, or HVAC-related service company, you’re the expert – and as such, are posed with several questions from customers and prospects. Covering some of these most received questions on a FAQ page is a great way to keep traffic on your site, addressing any uncertainties prospects may have, and ultimately, expediting the process of acquiring new customers. Consider common queries such as, “Where can I store my propane tank?”, “How can I tell when I’m due for a fuel delivery?”, “When should I consider replacing my oil tank?”, or “What’s the difference between automatic delivery vs will call?” No matter what you choose to address, just remember that for every question your company receives, you can likely guarantee there are other potential prospects out there with the same question.

As service companies are seeking loyal relationships with their customers, it’s important to convey this across your website. Speak to your visitors and provide content that is both useful and beneficial to them. This information not only helps you land increased search engine traffic, but also reinforces your business as an industry leader with deep experience and ties to your area.

Warm Thoughts manages over 150 websites and digital campaigns for propane, heating oil, and HVAC-related businesses across the country. Data and the latest industry breakthroughs guide us to create impactful “websites that work” to drive leads and communicate your brand in a way that resonates with customers.

1. https://seotribunal.com/blog/google-stats-and-facts/