The honest answer is: anywhere from $300 a year to $150,000. Most HVAC companies should land between $850 and $9,500. Here's the breakdown.
A Wix template you put up yourself runs about $300 a year in subscription fees and your weekend forever in maintenance. A custom build from a national agency runs $50,000 to $150,000 plus a multi-year retainer. Most HVAC companies fall somewhere between those extremes, in the $1,500 to $15,000 range for a build, and zero to $500 a month for ongoing.
The right number depends on your revenue, your ad spend, and whether your current site is actively losing you money. The honest answer is also this: if your site converts well and is loading fast, don't spend anything. If it's leaking, spend whatever closes the leak.
Your typical small marketing shop with a couple of designers and a project manager. Charges $8,000 to $15,000 for a build. Adds $300 to $500 a month for maintenance and SEO. Quality varies wildly. Some are great. Some are project-managed offshore work with markup. The ones that produce actual conversion gains are the exception, not the rule.
Scorpion, Blue Corona, Ryno, Townsquare, etc. They charge $3,000 to $7,000 a month with a one-to-three year contract. The build is included. You don't own the site. If you leave, the site stays with them. Their model works for companies doing $5M+ in revenue who need a full marketing department but don't want to hire one. For everyone else, it's expensive.
$1,500 to $4,000 for a build. Quality is a coin flip. Some freelancers are excellent. Most are not. You're rolling the dice on whether the person you hire understands what makes a trades site convert.
Wix, Squarespace, GoDaddy. $300 to $600 a year in subscriptions. Your time forever. Conversion is generally bad because the templates aren't built for trades workflows.
Surface fixes on a site whose bones are fine. Copy, mobile, load speed, CTAs, basic SEO. Right when your site works but is leaking.
A full new site built around booking and after-hours capture. You own the code. Hosted on Vercel for $20 a month or you can host it yourself.
The Rebuild plus the four marketing systems most companies pay separate retainers for: AI receptionist, SEO foundation, GBP optimization, automated reviews. Right when you're spending $5,000+ a month on ads and the site is the bottleneck.
How many service pages. A small HVAC shop with three jobs needs a Rebuild. A multi-trade company with twelve service pages and three service areas pushes toward the Lead Engine.
Custom photo shoot or stock. The Rebuild assumes you supply photos. The Lead Engine includes a $1,200 add-on for a real photo day if you want it. Real photos outperform stock by a wide margin.
Booking integration depth. A simple form is included in the Rebuild. A real booking widget with calendar sync, SMS confirmation, and rescheduling is part of the Lead Engine.
SEO depth. The Rebuild includes the foundation. The Lead Engine adds five service-area landing pages. The Service Area SEO Pack add-on adds five or fifteen more.
If you're between tiers, the audit will tell you which one fits. Free.
Stop the bleeding. Copy, mobile, load speed, CTAs, basic SEO.
A new site built for one job: turning visitors into calls.
The Rebuild plus the marketing systems that fill the calendar.
Four-minute audit. We'll tell you which tier fits and why. Or whether you don't need a rebuild at all.
Stop the bleeding. Copy, mobile, load speed, CTAs, basic SEO.
A new site built for one job: turning visitors into calls.
The Rebuild plus the marketing systems that fill the calendar.
What HVAC sites need to book the panicked summer call.