Every spring there is a stretch where the phones are quiet, the techs are catching up on installs and nobody is thinking about air conditioning yet. Then the first real heat wave lands, condensers that sat all winter will not start, and every HVAC company in the area is booked out by midweek.
Who gets those calls is mostly decided in the quiet weeks before. This checklist covers what to set up on your website, your Google Business Profile, your review routine and your ads, so you are ready when the heat shows up instead of scrambling once it has.
Table of Contents
Start With Your Cooling Pages
Look at your website the way a homeowner in a warm house would. Can they find a page for their problem in one tap?
- AC repair: common failures like a unit that will not start, warm air from the vents or a frozen line set, with a call button at the top.
- AC tune up: what your spring check covers, how long it takes and how to book it.
- AC replacement: sizing, efficiency ratings in plain words and financing if you offer it.
- Heat pumps and mini splits: if you install them, give each its own page.
- Maintenance plan: what members get and how to join, ideally with a sign up form.
If homeowners keep asking your office about the newer refrigerants on new equipment, a short plain page that answers those questions saves your techs time on the phone.
Then open each page on your own phone over a cell signal. If it loads slowly or the number is hard to tap, fix that before anything else on this list.
Update Your Google Business Profile
- Services: add or refresh AC repair, AC installation, tune ups, heat pumps and duct work, each with a short description.
- Hours: match them to when someone really answers, and set holiday hours for the long weekends of late spring and summer.
- Photos: add recent install and service photos from your own crews.
- Posts: start a weekly rhythm in early spring with tune up reminders and finished installs.
- Categories: confirm your primary category still fits the work you want most. Changing it can send the profile back through verification, so never change it in the middle of a rush.
For a fuller plan, see what to post on your Google Business Profile.
Get the Review Routine Running
Spring tune ups are a good time to restart reviews. Your techs see a lot of homeowners in a short window, the visits are friendly and the work is easy to describe. Have each tech send your direct review link by text after every visit, and reply to every review within a day or two.
Ask every customer, not only the happy ones, and never offer a discount for a review. Filtering and rewards both break Google's rules. Our guide on how to get more Google reviews covers the full routine.
Fill the Schedule With Tune Ups First
Tune ups keep techs busy before the heat and put your name in front of homeowners before something breaks. A homeowner who met your tech in April already has your number when the system quits in July.
- Text past customers a short invitation to book a spring check.
- Offer the maintenance plan at the end of every tune up visit.
- Put the tune up booking link on the home page while the season lasts.
If you run Facebook and Instagram ads, have a tune up video ready before the season. Our guide to Meta ad scripts for HVAC companies covers how to write one.
Set Up Ads Before You Need Them
If you plan to run Local Services Ads or Google Ads this summer, set the accounts up now. LSA screening and approval can take a while, and a new Google Ads account needs time before it settles on the searches that turn into calls.
- Choose the job types and towns you want, and leave off the ones you would turn down.
- Write separate ads for repair and replacement, each pointing to its own page.
- Add negative keywords for work you do not do, like commercial refrigeration if you are residential only.
- Plan to raise budgets when the heat hits and lower them when the schedule is full.
Get Ready to Answer the Phone
Marketing is wasted if the call goes to voicemail. Before the rush, decide who answers after hours, how overflow calls are handled and how quickly the office returns missed calls. LSA in particular pays attention to how responsive you are.
Write a short script for whoever picks up: the questions to ask, how to book a visit and what to say when the schedule is full. A caller who gets a clear answer and a time slot has no reason to keep dialing down the list, and a caller left on hold usually does.
The busiest week of the year is the worst time to learn your phones go to voicemail at five o'clock.
Plan the Fall Switch Now
Spring is also the time to sketch out the fall. Draft the furnace tune up and heat pump posts you will need when the nights turn cold, and make sure your heating pages are as strong as your cooling ones. When the first cold snap arrives, the second rush starts from a plan instead of from scratch. Note which spring posts and pages brought in calls, so the fall plan starts from what worked.
Your Spring HVAC Checklist
- Cooling pages for repair, tune ups, replacement and your maintenance plan.
- Profile services, hours, holiday hours and photos updated.
- Weekly posts scheduled through early summer.
- Review texts going out after every visit.
- LSA and Google Ads accounts set up, with job types and towns chosen.
- After hours and overflow call handling decided.
- Fall posts and heating pages planned.
This kind of seasonal planning is built into our HVAC SEO work. The website, the profile and the monthly SEO come in one plan starting at $999/month, and ads management is priced on a call. Doing plumbing too? See plumbing SEO.
→ Book a call about getting your HVAC company ready for summer