HVAC Conversion Rate Calculator
Where Are the Jobs Leaking Out?
A homeowner has to find you, call, get answered, get booked, get an estimate, and say yes. Every step drops some. Put in your counts and see each rate, and what ten more points at each step would be worth in booked jobs.
Example numbers loaded. Replace with yours.
Sessions from any source, from analytics.
Calls, forms, and chats.
Calls picked up, forms called back the same day.
Appointments on the board from those leads.
Replacement or major repair proposals given.
Proposals that became jobs.
Lead to booked
How to read it.
Lead to booked
Jobs on the board divided by leads. The single rate that decides whether more marketing helps. If this is low, more leads means more money spent on the same leak.
Leads never answered
Leads minus responses. Every one of these was paid for and then thrown away. No marketing channel has a return this bad, and none is this cheap to fix.
Weakest step
The lowest rate among answered, booked, and sold, and what ten more points would produce. Fix that step before buying more of the step above it.
What this calculator leaves out.
On purpose, so you know where the number is soft.
- Benchmarks
- We do not put industry averages here. Your booking rate should be compared to your own last month, not to a number from a vendor report about a different market.
- Repair versus replacement
- Estimate-to-sold on a $9,000 replacement and a $400 repair are different animals. Run them separately if you can.
- Speed to lead
- How fast you answer moves every rate below it and is not an input here. Your phone system knows the number.
- Season
- August booking rates and February booking rates are different companies. Compare like months.
Most marketing works on the first step only
I ask owners where the leak is and they say “we need more leads.” Then we look at the phone log and find a third of the calls went to voicemail. Fixing the step that is leaking is almost always cheaper than buying more of the step above it. That is why we diagnose before we sell a channel.
Henry “Hank Hugh” Hernandez, CEO, HVAC Digital Marketing
HVAC Growth Audit. Free.
Want us to run it on your real records?
A calculator works on what you type in. The Growth Audit works on what your call log and job software actually say, by channel, and shows you which of the seven steps between a search and a booked job is leaking.
- Cost per booked job, by channel, from your own numbers
- The step that is leaking, and how many jobs it costs you
- What it takes to move it, and the next step if you want one
Start here. 2 minutes.
3 questions to start. Your answers stay between us.
Where HVAC websites actually leak.
Conversion rate is really three rates multiplied together: visitors who try to contact you, contacts you actually answer, and answered contacts that turn into booked jobs. A weak number on this page can come from any of the three, and each has a different fix, so diagnose before you rebuild anything.
The first leak is the page itself. A homeowner with a dead AC decides in seconds; if the number is not tappable, the page loads slowly on a phone, or the service page reads like a brochure instead of an answer, she goes back and taps the next result. This is the layer conversion-focused HVAC websites are engineered around — one job per page, phone and form above the fold, proof close by.
The second leak never shows up in analytics: the rings that go unanswered. Your website can convert beautifully into calls that die in the after-hours voicemail. Count answered calls against total calls for one week before blaming the site.
The third leak is the gap between an answered call and a job on the board, which is scripting and scheduling, not marketing. Once you know which layer is yours, small moves are worth real money: on 2,000 visits a month at a $600 average ticket, a single point of improvement is roughly a dozen extra conversations — run your own figures through the marketing ROI calculator to see what those are worth booked. Test one change at a time, or you will not know what worked.
Questions owners ask.
What booking rate should an HVAC company have?
Higher than last month. We do not publish a benchmark because the ones in circulation come from software vendors’ customer bases and say nothing about your market or your call volume. Track yours weekly and move it.
Where do I get these numbers?
Visitors from analytics. Leads and answered from your phone system and forms. Booked, estimates, and sold from your job software. If any of those cannot produce a count, that is the first thing to fix, before marketing.
Which step should I fix first?
Answered. It is the only step where the money is already spent and the fix is operational, not marketing. Then booked. Then sold. Then, and only then, more leads.
What does it cost?
We start from your number, not a package. Tell me what you want to invest, and I will walk you through what it buys and what it does not. If I can help, I will tell you. If I cannot, I will tell you that too, straight. Our fee is 1 flat monthly number in your proposal, always separate from ad spend so you can see what you are paying for.
Do you save what I type in here?
No. The math runs in your browser and nothing is sent anywhere unless you tap the text button, which opens a message you can edit or delete before sending.
Can I just text instead?
Yes. Text the question and I will answer it. No call, no charge. The call exists for the questions that need your numbers in front of both of us.
Now find the leak in your real records.
The calculator uses your counts. The audit pulls the call log and job board, marks the leaking step, and tells you what it costs you in jobs.
