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

---
name: hvac-contractor-website-package
description: "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."
metadata:
  version: 2.0.0
  category: creation-design
  tier: core
compendium:
  mode: enhanced
  tools: [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 (outdated, unclear, untrustworthy)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`:

```markdown
# 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)
```json
{
  "@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)
```json
{
  "@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)
```json
{
  "@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

```markdown
# 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