Heating websites built as the capture layer

What the capture layer has to do

It has three jobs, in order. First, answer the visitor's question fast enough that they don't go back to the search results. Second, make calling, texting or emailing obvious on a phone. Third, record which page, search or ad brought them, and hand that record to the CRM.

Most heating sites do the first job reasonably, the second poorly, and the third not at all. The third is what makes the site part of a system.

Who it is for

This service is for heating companies whose site was built a few years ago and hasn't kept up, whose site lives on a platform only the original builder can edit, or whose site has one "Services" page covering furnaces, boilers, heat pumps and water heaters together.

It is also for companies adding a new line, such as heat pumps or combi boilers, that needs its own pages, its own ad landing pages and its own tracking. A new service line without its own pages is invisible to search and hard to measure.

What's included

• One page per system and job type. Furnace replacement, furnace repair, boiler installation, heat pump installation, water heaters, maintenance plans. Each page answers the questions a homeowner asks before calling.
• Service-area structure. Pages for the towns and neighbourhoods you actually serve, written with real local detail rather than swapped place names.
• Dynamic call tracking. Visitors see a tracking number tied to their source; calls forward to your line and are logged.
• Click-to-text and email. Many homeowners prefer to text a photo of a rating plate. The site makes that easy and logs it the same way as a call.
• CRM handoff. Every call, text and email creates or updates a CRM record with its source, so the CRM layer starts with context.
• Speed and structure. Fast loading on a phone, clean headings, schema markup, and a Google Business Profile that matches the site.
• Hosting and maintenance. Included in each package's monthly fee.

Timeline

One-time fees are on the pricing page. Most heating companies with more than one system or more than one town fit the Professional package.

How results are measured

We measure the capture layer by what it hands on, not by visits. Each month we report:

• tracked calls, texts and emails by page and by source
• the share of those that became CRM records with a source attached (the target is all of them)
• how many became booked assessments, using CRM status
• conversion rate by service page, so weak pages get rewritten

A site with fewer visitors and more booked assessments is the better site. Traffic on its own tells you very little.

Mistakes to avoid

• One page for everything. "Heating services" doesn't rank for "boiler replacement" or convince someone who needs one.
• A single static number. You lose the ability to tell which page, search or ad produced the call.
• Lead details that stop at an inbox. If a website enquiry lands only in someone's inbox, it never enters the pipeline and can't be followed up or measured.
• Rebate copy that goes stale. Programs change often. Pages that quote amounts need an owner and a review date; our region pages show how much varies by province.
• Domain held by the builder. Register it to your company.

What this layer feeds

The capture layer feeds the CRM with sourced leads, gives paid ads landing pages that convert, and shows the reviews that the review layer collects. Read how the stack connects for the full picture, or call, text or email to talk about your site.