Three ways your homepage could look

Start here: the three directions

Same words, same photographs, same phone number. Only the design changes.

What we fixed in the estimate tool

The same tool is inside all three directions. These changes are in every one of them.

• Two questions were being thrown away. The tool asked what kind of system a homeowner has, and what is going wrong with it — then never passed either answer on. Both now reach you, so a dispatcher knows what is on the job before the truck is loaded.
• Every lead said the same thing. On a new system quote the tool sent you the middle option every single time, no matter which one the homeowner was looking at. The three price cards are now buttons a homeowner taps, and you get the one they picked. Until they tap, it says nothing rather than guessing.
• The next question was hiding. On a phone, answering one question left the next one off the bottom of the screen. People assumed they were finished. Now the page moves to the next question as soon as an answer is given.
• Good, better and best only appear where they belong. A repair or a maintenance visit shows one price. Only a new system shows three options, which is how you sell it anyway.

What the tool now sends you

The record that lands with a new lead.

Speed, measured this afternoon

Your live site and all three directions, put on the same hosting and measured the same way, minutes apart.

Your website is already fast. It scores 93 out of 100 on a phone, and anything above 90 is a good page. So this is not a rescue — it is a page that already works, made to fill in about half the time.

Check it yourself

You do not have to take our word for the speed numbers.

1. Open pagespeed.web.dev in your browser. It is free and it is Google’s own tool.
2. Paste in af1heatingandcooling.com and press Analyze.
3. Look at the Mobile tab, at the number under Performance. That is today’s page.
4. Then paste in any of the three preview links above and run it again. Same tool, same day, your own eyes.

What the site lost along the way

We compared the site as we built it against the version running today. Page by page, on September 1st, 2026.

• Your five-star reviews stopped counting in Google. We shipped the code that tells Google your rating and review count on 412 pages. On the site today it is on none of them. Your reviews still show to a visitor who is already on the page — but Google can no longer put stars beside your listing in the results, which is where they win you the click.
• 146 city pages were hidden from search. Pages like AC installation in Aldie, heating repair in Triangle, HVAC maintenance in Fredericksburg. They are still on the server and still load correctly — they were dropped from the file that tells Google what to index, and the links to them were removed from your service pages. Google can barely find them.
• The instant estimate tool was cut down. The page is a third smaller than the one we built. The pricing tiers, the monthly payment figures, and the code that described it to Google as a working tool are gone. It became a form that asks for your details instead of a tool that gives a price.
• Your business credential lost its issuer. Your Virginia contractor license is still listed. The part naming the state as the body that issued it was removed, which is the part that makes it verifiable.

What we would add next: a page built for ads

A proposal, not something we have switched on.

When someone clicks a paid ad, they arrive with one thing in mind and very little patience. Your website is built to let a visitor wander — menus, service pages, areas, financing. On paid traffic every one of those links is an exit you have already paid for.

So we built a separate page that does one job. No menus. No long list of links in the footer. The estimate tool is the first thing on screen, before anyone scrolls.

• Your phone number is on it three times. Top of the page, bottom of the page, and a red bar fixed across the bottom of every phone screen. A call is a win, not a lost form.
• It is hidden from Google on purpose. It would otherwise compete with your own estimate page in search results. Ads bring the traffic; this page converts it.
• It scores 99 out of 100 for speed on a phone. Slow ad pages cost you twice — once in lost visitors, and again because Google charges more per click for a poor landing page.

Nothing is running yet. Before it can go live we need the tracking details from your Google Ads account, so you can see which clicks turned into leads. Without them you are paying for clicks you cannot measure.

What is still open

• Nothing here is live. Every direction is built and sitting ready. Your current website is untouched and still serving customers.
• Sending estimates straight into Housecall Pro. Today the tool tells us about a lead; it does not create the estimate in your system. We have the plan written and your Housecall Pro connection tested. It is the next piece of work, and it needs a short test that will put one or two obvious test records in your account for you to delete.
• The rest of the site. Whichever direction you choose changes the homepage first. Your service pages, area pages and blog carry the same header, footer, colors and typefaces, so they move with it — but the insides of those pages are a second, smaller job.
• The Google Ads tracking details, before the ads page can be switched on.

What we need from you

Once you choose, we finish that direction, roll the same look across the rest of the site, and put a date in front of you for going live.