HVAC Website Tech Stack: 246 Sites Scored on 10 Basics

Honest HVAC Marketing Agency compiled the technology profiles of 309 HVAC and plumbing contractor websites and scored 246 of them on 10 basics that decide whether a site can measure its leads, describe the business to Google and protect its email.

Most contractor sites get judged on how they look. This study reads what runs underneath: the analytics, ad tags, structured data and email records. It is a second look at a question our audit of 1,306 HVAC homepages asked from the outside, and the two agree on the headline. About 41% of the sites in each show no analytics or ad tags.

The median site here passes 4 of 10. Nobody passes all 10.

The short version

• The median site passes 4 of 10 checks. 40% pass three or fewer, 6% pass eight or more, and none pass all ten.
• 41% show no analytics, tag manager, Meta pixel or heatmap tool. Another 21% still carry code for Universal Analytics, which Google stopped collecting data for in 2023.
• Call tracking is on 32% of the sites that run ad tags and 4% of the rest.
• 129 of the 166 sites that link to a Facebook page run no Meta pixel.
• About half run on WordPress and half on someone else's platform. Platform barely moves the score. One piece of software does: the 12 sites that show ServiceTitan average 7.6.
• 57% have some structured data, but only 36% name a local business type and 11% mark up reviews.
• 21% publish a DMARC record, and 6% set it to block spoofed mail.

How we scored

Each site gets one point for every check it passes, so the top score is 10.

1. The median site passes 4 of 10, and the misses are the checks that tell you whether marketing works

The checks that keep a site online are nearly universal. 90% force a secure connection, 87% work on a phone and 79% carry no dead tracking code. The checks that tell you whether the site makes money are the ones almost nobody passes: 16% run a Meta pixel, 11% use call tracking and 11% mark up their reviews.

99 of the 246 sites (40%) pass three checks or fewer. Only 15 (6%) pass eight or more.

What to do: run your own site through the ten checks above. Start with whichever of call tracking, Meta pixel and conversion tracking you are missing. Those three decide whether you can ever tell which marketing produced a booked job.

2. Four in ten sites cannot tell you where a lead came from

100 of the 246 sites (41%) show no Google Analytics, no Tag Manager, no Meta pixel and no heatmap tool. Another 52 (21%) still carry code for Universal Analytics. Google stopped collecting data for it in 2023, so that code measures nothing.

The sites that do measure are the ones that buy ads. 66 sites carry an ad tag, such as a remarketing audience or a conversion pixel, and 61 of them also run a conversion tag. Call tracking shows the same split:

Facebook is where the gap is widest. 166 sites link to a Facebook page, and 129 of them (78%) run no Meta pixel. A link to your page is not a pixel. The pixel is what lets Facebook build an audience from the people who visited your site and optimise a campaign toward form fills and calls. Without it, a campaign has less to learn from.

What to do: before you spend on any channel, put three things on the site: GA4, a call-tracking number and, if you run Facebook ads, the Meta pixel with form and call-click events. Then use our guide to HVAC lead generation strategies to compare channels on booked jobs, not on leads. For what Facebook ads did for one contractor, read the My Hero Air case study. If the missing tracking is the reason your calls feel random, why HVAC websites lose calls shows how to trace a homeowner from search to booked job.

3. Half the sites run on WordPress, and the other half sit on someone else's platform

Of the 196 sites where a platform could be identified, 101 (52%) run WordPress. The other 48% run on Duda, Wix, GoDaddy's website builder, Squarespace or an agency platform such as Thryv, Hibu, Scorpion, Camilyo or Yext.

On a hosted builder or an agency platform, the site often lives in the vendor's account, not yours. If the relationship ends, the site can stay behind.

GoDaddy reaches further than its builder share suggests. 109 sites (44%) use at least one GoDaddy product, whether DNS (98 sites), email (39), hosting, SSL or the site builder.

What to do: ask three questions today. Who is the registered owner of your domain? Whose account holds the hosting and the DNS? Can you export the site? Our guide to choosing an HVAC web design agency covers the ownership terms to get in writing before you sign.

4. The platform barely moves the score. One piece of software does.

Average score by platform:

WordPress, Duda, GoDaddy and Squarespace all land within half a point of each other, between 4.0 and 4.4. The one group that stands apart is a small set of agency platforms (Thryv, Hibu, Scorpion, Camilyo and Yext), at 6.0 across 8 sites.

The sharper split is by software, not platform. 12 sites show ServiceTitan, usually through its customer portal or booking tools:

ServiceTitan does not make a site score well on its own. Companies that run it are likely to be larger and more organised, and that probably explains part of the gap. Treat this as a picture of what a well-run operation looks like, not as a reason to buy software.

Our 1,306-site homepage audit found that the platform tracked with how well a homepage captured leads. Both can be true. A homepage can capture leads well or badly on any platform, and the tracking and markup underneath depend on who set them up.

What to do: do not choose a site on its platform. Choose on whether the person building it will install and test the ten checks above, and ask to see each one working before you pay.

5. Search and AI engines get a vague description of most contractors

57% of the sites carry some structured data, but most of it is generic. 36% name a local business type, 14% use the HVAC-specific type and 11% mark up reviews. Only 6 sites (2%) mark up their services.

Of the 139 sites with any structured data, 50 (36%) carry only generic markup such as an address or an organisation record, with no local business type. Schema is the plain statement of who you are, where you work, when you are open and what you do. A site without it leaves search engines and AI tools to guess.

What to do: add HVACBusiness markup with your name, address, phone, hours, service area and services, and keep it matching what is written on the page. Mark up your reviews only if they are real and shown on the site. Reviews are the strongest local ranking signal we have measured, as the ranking factors study shows, and our HVAC SEO work starts from the same basics.

Three more worth knowing

Email is wide open. SPF and DMARC are records that tell mail servers which senders may use your domain. Without DMARC, anyone can send email that looks like it came from you. 52 sites (21%) publish DMARC. Only 14 (6%) set it to quarantine or reject, the settings that act on spoofed mail. Another 92 (37%) have SPF but no DMARC.

Old code and mobile problems. 31 sites (13%) have a mobile problem: 26 switch off pinch-to-zoom and 5 have no viewport tag. 27 sites (11%) still load jQuery 1.x or 2.x, versions that have been out of support for years.

What is on the page, and what is missing. Two thirds of the sites link to a Facebook page (67%) and a quarter to Instagram (24%). 27% link to no social profile at all, and only 3 link to TikTok. On the page itself, 22% have video, 8% a review widget, 7% live chat and 5% an online booking tool. Only 6 sites (2%) show a financing provider, on a trade where a replacement can cost thousands. 20 sites (8%) link to a plans or members page, which our maintenance plan guide covers.

The six HVAC contractors that passed 9 of 10

Seven sites passed 9 of 10. Six sell HVAC and are named below. The seventh is a plumbing-only company. Nobody passed all ten.

Across all seven, the check missed most often is the Meta pixel, three times. Two missed review markup, one missed DMARC and one missed call tracking. What they share is dull: analytics, conversion tags, local markup and mobile setup all in place. Each of those gaps is a small fix.

What to fix first

Do these in order. It starts with what is quickest and moves to what takes more care.

1. Install GA4 and confirm it records a visit in real time.
2. Add a call-tracking number on the site so phone leads have a source.
3. Install the Meta pixel and set up form and call-click events, if you run or plan to run Facebook ads.
4. Remove old Universal Analytics code. It measures nothing.
5. Add HVACBusiness markup with your name, address, phone, hours, service area and services.
6. Publish a DMARC record, watch the reports, then move it to quarantine.
7. Fix mobile zoom and update old jQuery.
8. Confirm who owns the domain, the DNS, the hosting and the site.

The HVAC website features checklist covers the visible side, and the guide to HVAC website trust signals covers what to show homeowners. If you would rather have these set up for you, that is what our HVAC website design covers. Plumbers get the same three plans on our plumbing web design page.

About this study

Honest HVAC Marketing Agency compiled technology profiles for 309 HVAC and plumbing contractor websites in October 2026 and scored 246 of them. Platform shares use the 196 sites where a platform was identified, Wix included. Every score is a count of pass or fail checks, and group comparisons show patterns, not cause and effect. Business names appear only for the six HVAC contractors that scored 9 of 10.

Want to know where your site lands?

Send us your URL and we will run these ten checks on it, then reply with the three fixes that matter most. Book a call.