hvac-marketing-skills/skills/hvac-contractor-website-package/SKILL.md

name	description	metadata	compendium
hvac-contractor-website-package	When the user wants to create a marketing package from audit data for an HVAC contractor. Use when the user mentions 'create marketing package,' 'brand guide,' 'rewrite contractor site,' or 'build proposal.' Skill 2 of 2 — takes hvac-contractor-website-audit output and creates brand guide, rewritten copy, schema markup, and site architecture. For the audit phase, see hvac-contractor-website-audit.	version category tier 2.0.0 creation-design core	mode tools enhanced analyze classify search

Overview

You are an HVAC marketing package designer and copywriter. This is Skill 2 of 2—you take the audit output from hvac-contractor-website-audit and transform it into a complete, ready-to-implement marketing package. This includes brand guidelines, copywritten content, SEO optimization, schema markup, and site architecture recommendations.

Critical: All deliverables require human review before finalization. You propose solutions; the contractor (or agency) approves/revises.

Inputs

• Audit report from hvac-contractor-website-audit (required)
• Contractor brand voice guidelines (from hvac-brand-voice skill)
• Competitive analysis findings
• Extracted copy and screenshots

Step 1: Brand Package Design

Phase 1A: Brand Visual Audit

Analyze current brand elements from screenshots:

Logo Assessment

• Current logo present on every page? (Check screenshots)
• Logo clarity at small sizes (favicon, mobile header)
• Logo messaging: Does it convey HVAC/service/trust?
• Redesign needed? (Y/N) If yes, why? (outdated, unclear, untrustworthy)

Color Palette Analysis

• Primary colors used (extract from screenshots)
• Emotional impact on blue-collar audience:
  • Blue/navy: Trust, professionalism, reliability (strong for HVAC)
  • Red: Energy, urgency, action (good for CTAs)
  • Green: Growth, eco-consciousness (good for efficiency messaging)
  • Orange/warm tones: Approachability, friendliness
• Current palette assessment: Professional? Consistent? Safe?

Recommendation

Current Palette: [colors]
Assessment: [Is it working for contractor?]
Recommended Palette:
  - Primary: [hex + name] — [why this color]
  - Secondary: [hex + name] — [accent, CTAs]
  - Neutral: [grays] — [backgrounds, text]
  - Accent: [highlight color] — [testimonials, alerts]

Phase 1B: Typography Assessment

Audit from screenshots:

• Heading font: Serif or sans-serif? Readability at sizes used?
• Body font: Easy to read on mobile? Line height adequate?
• Font sizing: Hierarchy clear (H1 >> body >> fine print)?
• Web font loading: Does site use web-safe fonts or self-hosted?

Recommendation

Current Fonts: [family names]
Recommendation:
  - Headlines: [font family] — [why: modern, trust, readability]
  - Body: [font family] — [why: mobile-friendly, professional]
  - Monospace (if needed): [font] — [for technical copy]

Phase 1C: Brand Voice Integration

Reference the hvac-brand-voice skill:

• Mission statement: Why does this contractor do HVAC?
• Core personality (2-3 words): Professional? Friendly? Technical?
• Signature phrases: What do they naturally say?
• Platform adaptation: Instagram tone vs LinkedIn tone vs email tone
• Humor comfort level: None / Subtle / Moderate / Regular

Store in brand guide with examples for each platform.

Phase 1D: Brand Voice Guidelines Document

Write brand-guide.md:

# Brand Guidelines
[Contractor Name]

## Brand Identity
- **Mission**: [Why they exist]
- **Personality**: [2-3 traits]
- **Market Position**: [New/Established, Residential/Commercial, specialties]

## Visual Identity
- **Logo**: [Assessment + asset links]
- **Color Palette**
  - Primary: [color + hex]
  - Secondary: [color + hex]
  - Neutral: [grays]
- **Typography**
  - Headlines: [font]
  - Body: [font]
- **Photography Style**: [Professional/casual, technicians/homes, color treatment]

## Brand Voice
- **Tone**: [Conversational/Professional/Technical]
- **Personality**: [Examples]
- **Signature Phrases**: [Quoted examples]
- **What We Say**: [Examples that sound authentic]
- **What We Don't Say**: [Corporate clichés to avoid]

## Platform Guidelines
- **Instagram**: [Tone, content types, visual style]
- **LinkedIn**: [Tone, content types, posting frequency]
- **Email**: [Subject line style, tone, length]
- **Website Copy**: [Formal? Casual? Link to copy samples]

## Brand Asset Checklist
- [ ] Logo (primary + favicon)
- [ ] Color swatches (exported)
- [ ] Font files (or Google Fonts links)
- [ ] Photography guidelines
- [ ] Document templates

Step 2: Content Package

Phase 2A: Content Strategy

Review audit gaps. Prioritize page rewrites:

1. Home page — Most traffic, highest impact
2. About page — Trust foundation
3. Services pages — Decision support
4. Contact page — Conversion point

Phase 2B: Copywriting Each Page

Home Page Copy

Goal: Capture visitor attention, convey differentiation, clear CTA.

Structure:

[Hero Section]
Headline: "[Benefit + local context]"
 — "Fast AC Repair in [City] — Same-Day Service, Fair Pricing"
Subheadline: "[Why choose them]"
 — "Locally owned since 2005. Expert technicians, 24/7 availability."

[Trust Row]
- [Years in business]: "Serving [City] for [X] years"
- [Certifications]: "EPA Certified, NATE Certified technicians"
- [Service area]: "We cover [coverage area]"

[Main CTA]
"Schedule Service Now" or "Call [phone] for 24/7 Help"

[Services Overview]
- [Service 1]: [1-sentence benefit]
- [Service 2]: [1-sentence benefit]
- [Service 3]: [1-sentence benefit]

[Social Proof]
"[X] happy customers, [avg rating] stars"
[2-3 testimonials or review stars]

[Secondary CTA]
"Learn more about [popular service]" → Services page

SEO Keywords (integrate naturally):

• Primary: "HVAC repair [city]", "air conditioning service [city]"
• Secondary: "24-hour HVAC", "emergency AC repair", "[city] heating"

Voice: Use brand voice guidelines. Example (Gary McCreadie style):

"Your AC stops working at midnight in July. We get it. That's why we're here 24/7. Call us, we'll have someone at your door within an hour."

About Page Copy

Goal: Build credibility, humanize the business, differentiate.

Structure:

[History Section]
"[Founder name] started [Company] in [year] because..."
[2-3 sentence origin story, connect to market position]

[Team Section]
[Photo + brief bios of owner/manager + 2-3 key techs]
Name, Role, [specific expertise/credential]
Example: "Mike Davis, Senior Technician — 18 years HVAC, EPA 608 Certified, specializes in geothermal"

[Company Values]
1. [Transparency]: [One sentence explaining what this means in practice]
2. [Quality]: [One sentence]
3. [Reliability]: [One sentence]

[Certifications & Credentials]
- EPA 608 Certification (all techs)
- NATE Certified (specific techs, levels)
- [Dealer badges]: Carrier / Lennox / Trane
- [Awards]: BBB Accredited, Angie's List Top Rated, etc.

[Service Territory]
"We proudly serve [specific cities/counties]"
[Can include map]

[Call to Action]
"Ready to experience the difference? Call [phone] or book an appointment"

Voice: Warm, credible, specific. Example:

"When Sarah founded TruTemp in 2012, the HVAC industry didn't feel honest. Contractors cut corners. Customers never knew what they were paying for. She trained her team differently: show the problem, explain the solution, let the customer decide."

Services Page Copy

One page per major service. Example: "Air Conditioning Repair"

Structure:

[Page Title]
"Air Conditioning Repair in [City]"

[Problem Opener]
"Your AC isn't cooling. The house is getting hot, fast.
What could be wrong? How much will it cost?
Here's what we check when you call:"

[Diagnostic Checklist]
- Refrigerant levels (most common cause)
- Thermostat settings and operation
- Indoor/outdoor unit airflow
- Electrical connections
- Compressor function

[Solution Section]
"Here's our process:
1. Honest diagnosis — we'll show you the problem
2. Transparent pricing — no surprises
3. Expert repair — done right the first time
4. Warranty — [your warranty terms]"

[Service Examples]
"Common AC repair issues we handle:
- Refrigerant leaks: [fix approach + typical cost range if comfortable]
- Frozen coils: [cause + prevention]
- Compressor failure: [explanation + when replacement is needed]
- Electrical issues: [signs to watch]"

[CTA]
"Call [phone] for same-day diagnosis, or book an appointment online"

[FAQs]
Q: How long does AC repair take?
A: Diagnosis is usually 30-45 min. Repair time depends on the issue—could be same-day or next day.

Q: Do you offer emergency service?
A: Yes, 24/7. Call [phone] anytime.

Q: What's your warranty?
A: [Your warranty terms]

SEO Keywords: "AC repair [city]", "air conditioning service [city]", "refrigerant leak repair", "[city] HVAC technician"

Voice: Helpful expert, not sales-y. Example:

"Frozen coils are usually one of three things: your filter is blocked, your airflow is low, or your refrigerant is leaking. We check all three. If it's the filter, we'll show you how to prevent it next time."

Phase 2C: Schema Markup (JSON-LD)

Generate structured data for search engines. Store in schema/ directory.

LocalBusiness Schema (home page)

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Contractor Name]",
  "description": "[1-sentence what they do]",
  "url": "https://[domain]",
  "telephone": "[phone]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[street]",
    "addressLocality": "[city]",
    "addressRegion": "[state]",
    "postalCode": "[zip]"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "[lat]",
    "longitude": "[lon]"
  },
  "areaServed": ["[City 1]", "[City 2]", "[City 3]"],
  "priceRange": "[Service price range]",
  "image": "https://[domain]/logo.png",
  "sameAs": [
    "https://facebook.com/[page]",
    "https://linkedin.com/company/[page]"
  ]
}

Service Schema (per service page)

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Air Conditioning Repair",
  "description": "[Service description]",
  "provider": {
    "@type": "LocalBusiness",
    "name": "[Contractor Name]"
  },
  "areaServed": "[[City 1], [City 2]]",
  "availableChannel": {
    "@type": "ServiceChannel",
    "serviceUrl": "https://[domain]/ac-repair"
  }
}

Review/AggregateRating Schema (home page)

{
  "@context": "https://schema.org",
  "@type": "AggregateRating",
  "ratingValue": "[avg rating]",
  "ratingCount": "[# of reviews]"
}

Phase 2D: Store Copy Deliverables

Create copy/ directory:

copy/
├── home.md          # Homepage copy + h1, meta, CTAs
├── about.md         # About page + team bios
├── services/
│   ├── air-conditioning-repair.md
│   ├── heating-repair.md
│   ├── maintenance-plans.md
│   └── [other-services].md
├── contact.md       # Contact page, form fields, hours
└── faqs.md          # Frequently asked questions

Each file includes:

• Page title / H1
• Meta description (155 chars max, includes keywords)
• Body copy (markdown)
• CTA text and target
• SEO keywords researched
• Schema type

Step 3: Site Architecture & Organization

Phase 3A: Information Architecture

Propose new site structure in site-map.md:

Home
├── About
│   └── Team
├── Services
│   ├── Air Conditioning Repair
│   ├── Heating Repair
│   ├── Maintenance Plans
│   ├── New Installation
│   └── Commercial HVAC
├── Resources (optional blog)
│   ├── [Guide: "AC Maintenance 101"]
│   ├── [Guide: "When to Replace vs Repair"]
│   └── [Seasonal tips]
├── Contact
│   └── Thank You
├── Reviews/Testimonials (optional separate page)
└── Service Area

Key Changes from Current:
- [Change 1]: [Why—what's improved?]
- [Change 2]: [Why—what's improved?]
- [Change 3]: [Why—what's improved?]

Phase 3B: Internal Linking Strategy

Document in site-map.md:

Homepage → Services (clear, prominent)
Services Landing → Individual service pages (category links)
Service Pages → Related services (example: AC Repair → Maintenance Plans)
All pages → Contact (in footer + header)
Blog (if present) → Related service pages (contextual links)

Step 4: Deliverables & Human Review Gate

Output Structure

contractor-packages/{contractor-name}/package/
├── brand-guide.md              # Brand identity, voice, visual guidelines
├── proposal-summary.md         # Executive overview for client review
├── copy/
│   ├── home.md
│   ├── about.md
│   ├── services/
│   │   ├── [service-1].md
│   │   ├── [service-2].md
│   │   └── ...
│   ├── contact.md
│   └── faqs.md
├── schema/
│   ├── local-business.json
│   ├── services.json
│   └── review.json
└── site-map.md                 # Architecture + internal linking

proposal-summary.md

# Marketing Package Proposal
[Contractor Name]

## Executive Summary
[1-2 paragraph overview of audit findings + proposed solutions]

## Package Includes
1. **Brand Guidelines** — Visual identity, voice, platform rules
2. **Homepage Rewrite** — Hero, trust signals, clear CTAs
3. **About Page** — Team bios, credentials, mission
4. **Service Pages** — [#] pages covering key services
5. **Schema Markup** — JSON-LD for search engines
6. **Site Architecture** — Recommended information hierarchy
7. **SEO Optimization** — Keywords, meta tags, internal linking

## Key Recommendations
1. [Highest-impact change + why]
2. [Second priority change + why]
3. [Quick-win change + why]

## Implementation Roadmap
- **Phase 1 (Week 1-2)**: Homepage + About rewrite
- **Phase 2 (Week 3)**: Service pages + Schema markup
- **Phase 3 (Week 4)**: Testing, review, launch

## Next Steps
1. Contractor reviews and approves copy
2. [Agency/contractor] implements on website
3. Monitor performance (rankings, conversions)

---
**Prepared by**: [Your name/org]
**Date**: [date]
**Review deadline**: [7 days]

Quality Checklist

Before submitting for human review:

• Brand guide complete with visual assets and voice examples
• All copy pages written using brand voice guidelines
• SEO keywords researched and naturally integrated
• Meta descriptions written (155 chars, keyword-forward)
• CTAs clear and present on every page
• Service pages explain problem → solution → action
• Trust signals integrated throughout (credentials, testimonials)
• Schema markup valid JSON-LD (test with Google Schema Validator)
• Site architecture logical and mobile-friendly
• Proposal summary clear for client review
• All deliverables organized and findable

Compendium Integration

Reference COMPENDIUM_INTEGRATION.md for:

• Using classify tool to verify copy tone matches brand voice
• Pulling historical content from mv_notable_quotes for testimonial patterns
• Querying v_content_classified for technical accuracy

Related Skills

• hvac-contractor-website-audit — Discovery phase, feeds this skill
• hvac-brand-voice — Voice guidelines
• hvac-content-qc — Quality-checks final copy