Cooling spike. Phones do not stop. Nothing you start now will help this summer.
Websites & SEO for heating and cooling
Your year happens in about six weeks.
The first serious heatwave produces more searching for air conditioning in three days than the previous three months combined. The same happens with the first real cold snap. You cannot build rankings during a heatwave, and you cannot answer four hundred calls in a week without help. Both problems are solvable, but only in advance.
Seasonal spikesService agreementsCommercial & domestic
Worth being blunt about
Seasonality is the whole strategy
Most businesses can market steadily all year. Heating and cooling cannot — demand arrives in a handful of extreme weeks and disappears in between. That inverts the usual advice: the work that matters is done when nothing is happening. Rankings take four to six months, so a campaign begun when the first heatwave hits is a campaign that arrives for the next one.
Timing
Your year, honestly
Roughly six weeks decide the result, which inverts all the usual marketing advice.
The quiet one. Sell servicing, book agreements, publish content.
Heating spike. Second surge, same problem — capacity, not demand.
Pre-season. Book summer installs early. This is where next year is won.
What's costing heating & cooling work right now
Three things we see on nearly every site in this industry. None of them are about how the site looks.
01
Demand arrives faster than you can answer it
During a heatwave the phone does not stop, and every unanswered call is a customer ringing the next business on the list. The constraint is not marketing — it is capacity to respond.
02
Nothing happening in the shoulder months
Spring and autumn are when servicing should be sold and installs should be booked ahead. Most heating and cooling businesses go quiet instead, and then get overwhelmed.
03
Service agreements that are never asked for
Recurring servicing is the most valuable thing this trade can sell — predictable revenue, and a customer who calls you first when the unit dies. Almost nobody has a way of offering it at the moment of the install.
The signature build
Turning installs into service agreements
A heating and cooling business with four hundred past installs and no maintenance plan is sitting on its own best customer list and not using it.
01
A plan with a price, on the site
Annual or six-monthly, what is included, what it costs. Most competitors will quote it on request, which means most customers never ask.
02
Signed up at the right moment
Offered at the point of install, when the customer has just spent four thousand dollars and cares most about protecting it.
03
Billed and scheduled without you
Recurring payment, and a service booked into the calendar for the quiet month rather than the busy one.
04
It smooths the year
Scheduled maintenance is work you can place in March and October, which is exactly where the gaps are.
What we'd build
The set-up for a heating and cooling business
Six of the things we build or run, chosen for this industry. Each says whether it is in the monthly plan or quoted on top — custom software is software, not pages. Plans and prices are on the pricing page.
01
Quoted on topService agreements that renew themselves
The most valuable thing this trade can sell: predictable revenue, and a customer who rings you first when the unit dies in February. Sold from the site, billed and scheduled automatically.
02
Quoted on topOverflow answering for the spike weeks
When twenty-two people ring in a day, the ones you cannot reach have to land somewhere. An AI receptionist takes system type, fault and address and hands you a triaged list instead of a full voicemail box.
03
In the planBudget that follows the forecast
Spend that rises going into a heatwave and falls in the shoulder months, rather than a flat monthly budget that wastes half the year and runs out in the week that matters.
04
Quoted on topAnnual service reminders, sent for you
Every install is a service customer twelve months later. Almost nobody asks, which leaves a year of easy revenue sitting in a spreadsheet nobody opens.
05
Quoted on topInstalls and services into simPRO
Enquiry, system type, property details and urgency arriving as a job. Same for ServiceM8 and AroFlo, subject to what each exposes — which we check before quoting.
06
Quoted on topBook pre-season work online
Spring services and pre-summer installs booked through Cal.com or Calendly while the customer is thinking about it, rather than when they remember to ring.
Included free with every plan
AI chatbot — free on every plan
A basic AI chatbot trained on your business, answering common customer questions on your site around the clock. We build it, train it and connect it free with every plan — AI message usage is billed separately.
Anything beyond basic question answering — lead capture and qualification, a large knowledge base, appointment booking, or connecting to your CRM and other systems — is quoted per project.
Your existing tools
The website should feed what you already run
Every tool listed here publishes a developer API, which is why it is listed — we checked. That is not the same as a connection already built: what can be pushed depends on your plan and setup, so we scope it before quoting. Where your software has no API, we say so rather than quote around it.
Job management
simPROServiceM8AroFlo
Billing
XeroMYOBStripe
Booking & CRM
Cal.comCalendlyHubSpotZoho CRM
What your customers type
Searches, not slogans.
These are the kinds of phrases people use when they need a heating and cooling business. Which of them are worth chasing depends on volume, difficulty and what the work is worth to you — that is what the keyword research settles before we write a word, and it is the first thing we do on any project.
Most heating & cooling run something like simPRO, ServiceM8 or AroFlo. Where that software publishes an API we can feed it directly; where it does not, the enquiry still arrives as structured data rather than a paragraph of email. We check which before we quote anything.
Typed into Google
- air conditioning installation melbourne
- ducted heating repairs
- split system installation cost
- evaporative cooling service
- air conditioner not cooling
- commercial hvac melbourne
Google Ads
The one trade where ad scheduling is the whole strategy
Demand arrives in a handful of extreme weeks. A flat budget spends most of the year on nothing and runs dry in the week that pays.
Ad spend is not part of the plan — it goes straight to Google. What the plan covers is building and managing the campaigns. See how we run Google Ads →
For this industry
SurgeLift budgets on forecast heatwaves and cold snaps. Intent is at its highest and so is the click price.
ShoulderRun servicing and pre-season install ads in March and October, when clicks are cheap and competitors have stopped.
Exclude"portable air conditioner", "Bunnings", "Kmart", "DIY", "gumtree", "repair manual", "jobs".
Reality checkYou cannot build rankings during a heatwave. Ads are the only lever that works inside a spike, which is why they cost what they do.
Being straight with you
What we've actually built
We are a small Melbourne agency with two clients so far. Here is what that means for a project in your industry.
01
Square Flooring
Flooring supply for retail and trade. Website, a trade account system with logins and tiered pricing, SEO and Google Business Profile.
02
Nexa Support Coordination
An NDIS provider with no content, no photography and no time. We asked questions and produced everything else — copy, imagery and their Google Business Profile.
03
And in your industry
This page describes what we would build and why, not a track record we do not have yet. If you would rather hire someone with ten clients in your industry, that is a fair call — and we would rather say so than imply otherwise.
FAQs
Heating & Cooling — questions we get asked
You can, and the intent is excellent, but so is everyone else's bidding in that week. Ads during a spike are expensive and the clicks are contested. They work far better as a supplement to rankings you already hold than as the whole plan.
An AI receptionist for the overflow. It answers the calls you cannot, takes the system type, the fault and the address, and gives you a triaged list. It is the single most useful thing for this trade during a spike.
The site can present and sell the plan. The recurring scheduling and billing behind it is custom software, quoted separately, because it depends on your systems and how you want the rounds to run.
Six months before, realistically. That is what it takes for SEO to compound. Starting in November means being ready for the following summer, not this one — which is worth knowing before you spend the money.
Works well with
Electricians
Emergency intent changes what the site has to do
Learn more →Plumbers
Burst pipe at 6am. Who does she call?
Learn more →Pest Control
Websites, local SEO and booking for Melbourne pest control businesses. Termite inspections, general pest and recurring contracts — built for local intent.
Learn more →Get started
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