We measured how fast 163 HVAC company websites actually load. The median shows its main content in 1.3 seconds, but 12% score under 50 on Google’s performance scale — the highest share of any trade we measured.
HVAC is two businesses wearing one uniform. One is the 2am no-heat call, where whoever answers wins. The other is the $9,000 system replacement, where the homeowner takes a week, gets three quotes, and reads every word on your site before they let you in the house. Most HVAC websites are built for the first business and lose the second.
Measured across 163 hvac websites: median largest-contentful-paint 1.3 seconds, 18% slower than 2.5 seconds, 12% scoring under 50 on Google's performance scale.
Nobody comparison-shops a broken furnace in January. But a system replacement is one of the largest cheques a homeowner writes in a decade, and it gets researched like one — at night, on a phone, against two competitors who are one tab away.
And on most HVAC sites it's buried three clicks deep or missing entirely. If a homeowner can't find out whether they can afford you, they don't call to ask.
Recurring revenue is the healthiest line in an HVAC business, and it's sold by explaining it clearly, repeatedly, where people can read it at their own pace. That's a website job, not a phone job.
You're booked solid in July and empty in October. The calls you get in the slow months come disproportionately from people who found you rather than people who were already calling.
For a no-heat emergency, correct. For a $9,000 system replacement, not even close. The emergency calls come to whoever answers; the profitable jobs come to whoever looked most credible at 10pm the night before.
And that's exactly why this is worth doing now. Nobody has time to fix their website in the middle of a heat wave. The slow season is what a better site is for.
That's how they find you — and then they click through. Your profile earns the click; the site decides whether they call you or the next name on the list. A strong profile pointing at a slow site is a leak, not a funnel.
Age isn't the measure. A third of the HVAC sites we measured score under 70, and plenty of those are recent builds on page-builder platforms that load slowly on mobile data. Run the audit — it takes about a minute and tells you where you actually sit.
Under seven days from kickoff if approvals and details come back promptly. Waiting on content is what stretches timelines, not the build.
Yes, and we'd argue you should. Those two things are the difference between a site that books service calls and a site that sells systems and recurring revenue.
Yes — that's what the hosting side of the monthly plan is for. The week everyone's AC dies is the week a slow site costs you the most.
$3,297 to launch, whether we are refreshing an existing site or starting from scratch, plus $299 a month for the managed platform — hosting, security, uptime monitoring, AI-powered editing and a real team on call. Full pricing · Free 60-second site check