If you build sites for local service businesses, HVAC contractors are a good client type and an easy one to underprice. Their sites look like brochure sites, but the features that matter are closer to a small web app. Here is how I scope and price them.
Why HVAC is not a standard brochure site
Three things change the work:
- Two visitor types. One person has a dead furnace tonight and wants a phone number. The other is planning a replacement and wants proof and financing. The site must serve both in seconds.
- Seasonality. Cooling and heating messaging swap through the year, so the homepage needs content that is easy to change.
- Back-office links. Many contractors run dispatch or scheduling software, so forms and booking often need to connect to it.
Typical price ranges (US-style market)
| Build route | Typical upfront cost |
|---|---|
| DIY builder | $0 to $300 |
| Template WordPress by a freelancer | $1,200 to $3,000 |
| Custom WordPress by an experienced freelancer | $3,000 to $7,500 |
| Agency | $7,500 to $25,000+ |
Most single-location companies that want a site that books jobs fall in the $3,000 to $7,000 band.
Line items to quote separately
| Feature | Typical add-on |
|---|---|
| Sticky click-to-call and emergency banner | $100 to $300 |
| Service pages | $100 to $300 each |
| City pages with unique local content | $75 to $250 each |
| Booking or request-a-visit form | $400 to $1,500 |
| Maintenance-plan sign-up with recurring billing | $800 to $2,500 |
| Financing link or embed | $200 to $800 |
| Dispatch software connection | $500 to $2,000 |
| Speed and basic SEO setup | $500 to $1,500 |
Splitting the quote this way stops scope creep, because the client can see what each request costs.
The feature worth getting right
Maintenance plans. They are a membership or subscription build, and on WordPress they run on the same recurring-payment tools online stores use: plan tiers, renewal emails, receipts and a small account area. It adds real recurring revenue for the client, which makes the price easy to justify.
Where scoping goes wrong
- Thin city pages. Swapping a town name in a template does not rank. Start with three to six towns and write each with real local detail.
- Skipping maintenance. Without updates the site slows down and becomes insecure. Quote a monthly plan up front.
- Launch timing. Work back from the client's busy season. Launch the essentials first and add city pages in a second phase if needed.
FAQ
Is WordPress a good fit for HVAC sites? Yes. It handles service pages, many city pages, memberships and booking connections, and the client owns the site.
How long does a custom build take? Roughly four to nine weeks. Client content, like photos and service details, is the usual cause of delays.
What are the ongoing costs? Hosting and maintenance usually total $65 to $310 per month. Scheduling or dispatch software is separate and often larger.
Should I use a builder instead? For a new one-truck business, maybe. Recurring plans, booking connections and many location pages get awkward on builders.
The full cost guide for business owners, with sample budgets and a quote checklist, is on my site: HVAC website cost guide.
Top comments (1)
The two visitor types point is a good one. The dead furnace person needs a phone number in seconds, and most brochure sites bury it. Do your HVAC clients usually get most of their jobs from search, or from referrals and repeat customers?