Boiler buyers are a narrower, more anxious audience than most HVAC customers. Many have an old system nobody else in their street understands, a cold radiator in January, or a building with a plant room they've never been inside. A dedicated division website speaks to that person directly, and puts a phone number in front of them that rings the people who can help.
We plan, write and build the site. We are a marketing service, not an HVAC contractor, so every technical statement on it comes from your team and is checked by them.
What it is
Either a standalone site for a separate brand, or a clearly separated boiler section of your main site for a sub-brand. Either way it has:
- its own navigation, built around boiler jobs rather than your whole service menu
- its own tracked phone number, so you can see exactly what the division's marketing produces
- pages for the questions that decide a boiler sale, written in plain language
- service-area pages only for the towns your team can reach reliably
GasBoilers.ca, the gas-boiler division built for CANRO Heat, shows the standalone version. CombiBoiler.ca shows what a site focused on one boiler product can do: 300% ROI, 300+ monthly leads, and 500+ page-1 rankings for combi-boiler keywords.
Who it's for
Companies that have made the brand decision, ideally through division strategy, and have the team in place from readiness planning. Building the site first and deciding the brand later usually means building it twice.
What's included
Pages that match how boiler buyers think
- Repair or replace. The most common question, answered honestly, with the factors your technicians actually weigh.
- System types. Combi, system and conventional boilers; hydronic in-floor; older cast-iron systems; the fuels you work with.
- Maintenance. What an annual service involves and why it matters, which feeds a future maintenance plan.
- Light commercial, if the division serves it: small apartment buildings, churches, schools, strata or condo plant rooms.
- Service areas, each with something genuinely local to say, not a swapped town name.
What's under the hood
- call tracking and a separate number for the division
- page speed and mobile layout checked before launch
- structured data that matches the visible content, with no fake reviews or ratings
- an FAQ on every main page
Packages and timeline
| Package | Cost | Best suited to |
|---|---|---|
| Essential | $3,500 to build, then $149 a month | A sub-brand section: 5 to 7 custom pages, ready in two to three weeks |
| Professional | $6,500 to build, then $249 a month including CRO | Most separate brands: 10 to 15 pages, ready in three to four weeks |
| Enterprise | $12,500 to build, then $449 a month, fully managed | Multi-city divisions with no page or location limit, ready in four to six weeks |
Prices are in Canadian dollars, plus GST/HST by province. Most new divisions start with Professional, because ten to fifteen pages covers the core boiler questions plus a handful of service areas. Full plan details are on the pricing page.
How results are measured
By tracked calls and booked boiler jobs, not visits. In month one we check that tracking works and calls reach the right person. From month three we look at which pages produce calls and what share of those calls become quotes. The division P&L turns that into gross profit.
Writing the technical content
Your technicians supply the facts; we turn them into pages a homeowner can follow. We interview the person who runs boiler calls for twenty minutes per topic, then draft. They correct anything that's wrong before it goes live. That process keeps the site accurate and makes it sound like your company rather than a generic content mill, which matters because boiler buyers often call after reading two or three pages closely.
Mistakes to avoid
- Copying furnace pages and swapping the word. Boiler buyers notice, and so does Google.
- Too many town pages too soon. Ten thin pages for places you rarely visit do more harm than three good ones.
- Stock photos of someone else's plant room. Use your own job photos, even simple ones.
- Forgetting the main site. Add a clear link from your main site to the division so existing customers find it.
Pair the site with the Google Business Profile service, because most first contact happens on Maps.
Frequently asked questions
Does a sub-brand need its own website?
Not necessarily. A sub-brand can live in a well-built section of your main site, with its own navigation and phone number. A separate brand does need its own domain. The strategy work decides which, and the build follows from it.
What does a division website cost?
Our website packages start with Essential at $3,500 one-time plus $149/month hosting and maintenance. Professional is $6,500 plus $249/month and Enterprise is $12,500 plus $449/month. All in Canadian dollars, before GST/HST.
Who owns the site and domain?
You should. We recommend the domain is registered in your company's name from the start, and that you hold the logins for the domain, the site and the Google accounts. Ownership terms are confirmed in writing in your proposal.
Can the new site hurt our main site's rankings?
Not if it's planned. The risk comes from copying pages between the two sites or splitting the same service across both. We keep boiler content on the division site and link the two sensibly.