Jeff (Jeff For Local Marketing) argues that SEO/content pieces for a local HVAC business act like billboards: articles that answer urgent user problems attract searchers (e.g., "Why is my air conditioner blowing warm air?") and can convert them by including on-page offers such as coupons or tune-up discounts. The chunk focuses on a concrete example (Anthem Heat and Air Conditioning) and traces the user journey from problem -> search -> article -> on-page offer -> conversion.
Chapters
What if. And we're going to stay with that, that air conditioning company. What if on Anthem Heat and air conditioning, which if you went there, it is there. There's an article about why is my air conditioning blowing warm air? There's also one in there. Why is American or my heater blowing cool air? And let's say I saw that and I went to their website. What probably happened in my world that made me want to even research that I probably turned on my heater or my air conditioning and the air coming out of the vent was not like it's supposed to be and I don't know the answer. So I googled it or I went to ChatGPT and it gave me that reference and I went to that website and I'm reading it. Guess what? Each one of those articles, that piece of content that you use to attract customers, can now be used to convert customers. Because guess what? I'm going down the road. I say, oh geez, my air conditioner is not blowing cold air. I read that article and now guess what's on that article. Oh my gosh, there's a coupon for a tune up. Or there's a coupon that says, hey, is your air condition blowing cold air? You want us to come check it out? And maybe there's an offer there. Now, do you think that billboard is one that's going to get my attention? Excuse my expression, but hell yeah it is. Because it's going to solve my problem, right? It gives me that next thing. So that's how you use content to convert.
