Most boiler installers' websites have one page about boilers, buried under a "Heating" menu. Buyers searching for combi installation, cold radiators or radiant floors land there, see nothing about their problem and leave. The fix is structural: give each service and each common question its own page. This guide lays out which pages to build, what each needs, and in what order.
The principle: one page per job and per question
Short answer: if a homeowner would search for it separately, it deserves its own page.
Search engines match pages to searches. A homeowner who types "combi boiler installation" wants a page about combi installation. One who types "radiators cold upstairs" wants a page about that problem. A single "Boilers" page can't rank well for both, and it can't answer either question properly.
The same principle explains CombiBoiler.ca, which holds 500+ page-1 rankings for combi-boiler keywords by giving each part of the combi decision its own space, and BoilerPart.ca, which runs 2,000+ structured pages. You don't need those numbers. You do need the principle.
Tier 1: the money pages
Short answer: build these first, because they sit closest to a sold job.
Combi boiler installation
What it must answer: what a combi is, which homes it suits, how it handles hot water for the household, what happens to the old tank, how long installation takes, a price range, and the brands you install. Show photos of your own combi installs.
Boiler replacement
What it must answer: signs an old boiler is due for replacement, options (combi, system boiler with indirect tank, condensing upgrade), whether existing radiators and baseboards can stay, venting changes, price ranges and timeline.
No heat and boiler repair
What it must answer: what to check safely before calling (thermostat, power, pressure gauge reading), when to call immediately, your response hours, and the areas you cover. Keep safety advice simple and tell people to call a licensed technician for anything involving gas.
Radiant floor heating
What it must answer: where in-floor heat makes sense (basements, additions, new builds, garages), what's involved in retrofits versus new construction, how it connects to a boiler, and rough timelines.
Tier 2: the comparison pages
Short answer: these catch buyers who are still deciding, and they're where trust gets built.
- Combi vs tank or tankless water heater: for tank owners who don't yet know a combi is an option
- Combi vs system boiler with indirect tank: for larger households and homes with heavy hot water use
- Boiler vs heat pump, or both together: essential in provinces where heat-pump programs dominate the conversation
- Gas vs electric boiler: for markets where fuel choice is genuinely open
- Repair or replace: a decision guide with honest criteria
Keep comparison pages fair. If a heat pump is the better answer for some homes, say so, and explain where a boiler still wins. Homeowners trust installers who don't oversell.
Tier 3: the problem pages
Short answer: short, specific pages for the problems boiler owners search for at 10 p.m.
Examples include cold radiators on one floor, kettling or banging noises, pressure dropping, a boiler that keeps short-cycling, a leaking pressure relief valve and error codes for the brands you service. Each page should explain the problem in plain words, say what a homeowner can safely check, and make clear when to call. These pages bring in repair calls that often become replacements.
Tier 4: trust and town pages
Short answer: the pages that prove you're real, licensed and local.
- About: who you are, how long you've been installing boilers, the licences you hold, as recorded by your regulator
- Brands: only brands you're authorised to supply and install
- Reviews: your Business Profile reviews, linked or embedded where your website platform supports it
- Rebates: only where an open program genuinely applies, with a link to the administrator and the date checked
- Town pages: one per town where you have real jobs, with specifics such as the housing types you see and photos from local installs
Town pages need care. Google's spam policies treat near-identical pages built to rank for different places as doorway abuse. A town page should contain information that's true only of that town.
What every page needs
Short answer: a clear answer up top, proof in the middle and contact options everywhere.
Use this checklist for each page:
- A direct answer in the first two sentences. Don't make readers scroll to learn whether you do the job.
- Contact options at the top, in the middle and at the end: call, text and email.
- Real photos of your own work, with descriptive captions.
- A price range or "what affects the price" section for service pages.
- Links to related pages, such as from combi installation to combi vs tankless.
- Plain language. Explain terms like "condensing" or "indirect tank" in a sentence the first time.
- Accurate claims. Efficiency and savings claims should be backed by the equipment's published ratings. The Competition Bureau warns against unsubstantiated environmental claims.
The order to build in
Short answer: money pages first, comparison pages second, problem pages third, town pages as you earn them.
| Phase | Pages | Why |
|---|---|---|
| Month 1 | Combi installation, boiler replacement, no heat and repair, about | Closest to a sold job |
| Month 2 | Radiant floors, two or three comparison pages | Captures undecided buyers |
| Months 3–4 | Problem pages for your most common service calls | Brings in repair calls that turn into replacements |
| Ongoing | Town pages for places you actually work | Expands your map and organic reach honestly |
Common mistakes
Short answer: thin pages, stock photos, technical overload and outdated claims.
- One page trying to do everything. It ranks for nothing in particular.
- Stock photos of furnaces or generic plumbers. Homeowners notice.
- Writing for technicians. A homeowner doesn't need to know about primary-secondary piping; they need to know the house will be warm and quiet.
- Old rebate claims left live after a program closes. Review program pages at least monthly.
- No technician review. One wrong technical claim can lose a knowledgeable buyer.
If you'd like help planning or writing these pages, see websites for boiler installers and hydronic heating SEO. The results page shows what this structure has produced on live boiler sites.
Frequently asked questions
How many pages does a boiler installer's website need?
Enough to give each service you want to sell, and each main town you serve, its own useful page. For many installers that's somewhere between 10 and 30 pages to start, built in priority order.
Should we publish prices?
Price ranges help. They filter out people who aren't ready and reassure people who are. Publish ranges you can stand behind, explain what changes the price, and keep them up to date.
Can we copy text from the manufacturer's website?
Avoid it. The same text appears on hundreds of dealer sites and adds nothing for search engines or buyers. Use manufacturer specifications as a source, then write in your own words about how you install and support the product.
Do we need a page for every town?
Only for towns where you genuinely work and can say something specific, such as the housing types you see or the jobs you've done there. Pages with swapped town names and nothing else can break Google's spam policies.