A comparison page answers the question a homeowner types before they're ready to call: "heat pump or furnace?", "ducted or ductless?", "is dual fuel worth it?" If your page is the clearest and fairest answer, you get the visit, the trust and often the call. We build those pages for your market.
We are a marketing and consulting service. We are not an HVAC contractor, and we don't recommend equipment to homeowners. We help you present the choices your licensed team already offers.
What it is
It is a set of decision pages, each built around one real choice your buyers face. Every page follows the same structure:
- A one-paragraph answer that tells the reader when each option tends to make sense.
- A side-by-side table of the factors that matter: upfront cost range you actually charge, cooling, backup needs, ductwork, maintenance and incentives in your province.
- A worked running-cost example with every assumption shown, so the reader can redo it with their own bill.
- "Who this is right for" lists for each option.
- Questions to ask any installer, including you.
- A clear next step: call, text or email for an assessment.
The comparisons that matter, by market
Not every comparison is equally useful everywhere. As of 2023, natural gas was the primary heating energy for 76% of Alberta households, while electricity heated 70% of Quebec homes, according to Statistics Canada. That changes what people compare:
| Market | The comparison buyers search |
|---|---|
| Gas-heated Prairies and much of Ontario | Heat pump vs high-efficiency furnace; dual fuel vs all-electric |
| Electrically heated Quebec, NL and parts of BC | Heat pump vs baseboards; ducted vs multi-zone ductless |
| Oil-heated Maritime homes | Heat pump vs oil boiler or furnace replacement |
| Homes with existing heat pumps (PEI, NS, NB) | Replace vs repair; upgrading an older unit |
The region pages set out each province's fuel mix and incentives in more detail.
Each row in that table needs local proof. A Halifax page comparing a heat pump with an oil furnace should use Nova Scotia incentives and your own price ranges; a Calgary page comparing a heat pump with a high-efficiency furnace should acknowledge that many buyers will keep the furnace as backup. Generic national pages lose to specific local ones.
Who it's for
This service suits installers who want lower-cost leads over time, who sell more than one system type, or who keep losing quotes to a cheaper like-for-like furnace replacement. It pairs naturally with cold-climate content, because the reader who compares is usually also worried about winter.
What's included and the timeline
- Weeks 1–2: search research to find which comparisons your local buyers type, and a review of the pages already ranking.
- Weeks 3–6: four to six comparison pages, written with your pricing ranges and reviewed by your team.
- Weeks 6–8: internal links, schema markup that matches the visible FAQ, and a short version of each page your sales staff can send.
- Each fall: a refresh of incentives, prices and assumptions before heating season.
How results are measured
- rankings and organic visits for each comparison query
- calls and messages from people who landed on a comparison page
- the system type those leads eventually buy
- links earned from other sites, which comparison pages attract more than sales pages
Mistakes to avoid
- Rigging the table. Readers notice when every row favours one answer, and so do the sites you'd want links from.
- Using national averages for local costs. Use your own price ranges and your province's energy prices, with the date.
- Burying the incentive. If a rebate changes the comparison, say so near the top and link the program.
- Forgetting the next step. A page that educates without inviting a call is a public service, not marketing.
Our comparison content blueprint includes a page template you can use even if you never hire us. To see how our content work performed for other heating companies, visit the results page.
Frequently asked questions
Won't a fair comparison talk some people out of a heat pump?
Yes, a few, and that's fine. Those buyers were unlikely to be happy customers. Fair pages earn more trust, more links and more enquiries from people who are a genuine fit, and you can still quote them the furnace.
Can we compare brands we sell against brands we don't?
We usually advise against naming competitor products. Comparing system types and configurations is more useful to readers and carries far less risk of an inaccurate claim.
Do you include running-cost numbers?
Only as worked examples with stated assumptions, such as an energy price and a usage figure the reader can replace. We never publish a savings promise, because real costs depend on the home, the rates and the weather.
How many comparison pages do we need?
Usually four to six to start: heat pump vs furnace, ducted vs ductless, dual fuel vs all-electric, and one or two specific to your market, such as replacing electric baseboards or an oil boiler.
Sources
- Statistics Canada Table 38-10-0286-01 (2026-10-22)