What We Did
Better data drives better business results. This was the message delivered by Kevin Plank, CEO of Under Armour, at an Inc. Magazine event held on Veterans Day 2015, in Washington, DC. Plank explained to an audience comprised of more than 2,000 business owners that there are only two types of companies in the world: math house companies and legacy companies.
Math house companies turn data into a competitive advantage.
In Kevin Plank’s world, only math house companies will survive. This is one of the reasons Under Armour spent more than $400 million dollars to acquire MyFitnessPal, maker of MapMyFitness and other fitness tracking apps: Data. With the help of SAP, Plank’s team is using the data generated by fitness tracking apps to gain new consumer insights, develop better products, and share hyper-targeted content to engaged fitness enthusiasts to help them make better fitness choices.
Obviously, Kevin Plank believes data will play a critical role in helping Under Armour beat the competition. At Blue Corona, we believe there is a similar opportunity for HVAC and plumbing contractors to use data—data currently being overlooked by the industry as a whole—to accelerate growth and increase profitability. To test our theory, in 2013 and again in 2015, we used our proprietary website analysis software to review the digital footprint of more than 10,000 U.S. HVAC and plumbing contractors.
Our goal: Identify the characteristics and digital marketing strategies being employed by the top HVAC and plumbing companies in the U.S. and provide a road map virtually any contractor can implement to use the web to generate more leads, sales, and raving fans. This website is provides a small glimpse into what we found. For a deeper look into the data we’ve amassed—what we believe is the largest database of digital marketing insights for the HVAC and plumbing industry—drop us a line.
Thank you for visiting, and enjoy!
How We Did It
How do you analyze 10,000+ HVAC and plumbing contractor websites? Good question.
Gathering the data for our study was not an easy task. To perform the analysis, we used a version of our website analysis software specifically customized for the HVAC and plumbing industry. Our website analysis software crawls the web searching for HVAC and plumbing contractor websites. Once it finds a contractor website matching the criteria it has been given, it “crawls” the publicly available portions of the website—the HTML code, the site’s content (text, images, videos, links, etc.), and looks at other digital assets related to that company (e.g., the contractor’s Facebook page, number of Facebook likes, etc.). All the information collected by our software is then housed in our database where it can be analyzed—algorithmically and by our team of analysts.
Using our experience with Internet marketing for HVAC and plumbing contractors, our software considers the attributes of each contractor’s website and overall presence online, and assigns them a “grade.” The resulting grade or score provides an excellent proxy for which HVAC and plumbing websites deliver the best results. By comparing thousands of sites, our team has also gained considerable insight with respect to industry trends—for example, are HVAC and plumbing websites getting larger (# of pages) or smaller, what percentage of HVAC and plumbing contractors are investing in website videos, how many companies are engaged in blogging and at what frequency, who is using social media, etc.
What We Learned
There is a digital divide in the HVAC and plumbing industry. On one side, you have forward-thinking, digitally-savvy contractors. These companies are investing heavily in digital assets for their companies. They rebuild their websites about once every 2-3 years. They fill their websites with well-written content. They invest in great website images and even videos. They clearly have a strategy for generating and promoting testimonials from their customers. They’re testing social media and email marketing. They’re constantly optimizing their website to rank higher in Google’s organic search results, and they’re actively using pay per click advertising.
On the other side of the divide, you have “old school” contractors. These companies are typified by a much slower adoption of the web. They have outdated websites—sites that fail Google’s mobile-friendly test (despite the fact that globally, mobile generates more website traffic than desktop computers). Their websites do not rank well in Google’s organic search results. If these company’s have a Facebook page, it is rarely updated and they have very few “likes.”
Take a look around to learn more about what we analyzed and what we found. Remember—this site is only a glimpse. If you’re interested in going deeper, please contact us. We continue to add new websites to our database, and we are happy to show you how your HVAC or plumbing company’s website compares to the rest of the industry. If you represent an HVAC media outlet and are interested in licensing any of our data, drop us a line. We also have “Top Sites” lists by manufacturer—UTC, Carrier, Bryant, Lennox, Trane, and more.
Again, thank you for visiting our site!