·S1 E48

#48 A blueprint for your website, with Peter Troast

February 12

44 mins

Episode Description

Want a sharper, more effective website?

From clearer messaging to smarter layout decisions — If you’ve ever felt your website could be doing more work for you, this is worth a look.

👉 Visit the demo site here: https://demo.energycircle.com/

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If you’re serious about doing better work and staying ahead in high-performance contracting, the BPA National Home Performance Conference is the place to be. It’s happening April 13 – 16 in Columbus, Ohio, and it’s built around real lessons, practical strategies, and ideas you can actually use back on the job.

Use the discount code NHPC-HPP to save on registration.

👉 Register here: http://nhpc26.org/amply

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In this episode of Heat Pump Podcast, host Ed Smith sits down with Peter Troast, Founder & CEO of Energy Circle, for a thorough analysis into one of the biggest challenges facing high-performance HVAC and home performance contractors today: how to clearly communicate their value to homeowners — before the first visit.

The conversation centers on a demonstration contractor website that Energy Circle and Amply built together as a “best-in-class” example for the industry. Rather than focusing on equipment or jargon, the site is designed to educate homeowners, filter for the right-fit customers, and showcase a diagnostic, process-driven approach that differentiates high-performance contractors from traditional “box-swap” HVAC companies.

Key Learnings:

Why most high-performance contractors undersell themselves online, and how to fix it
How to explain diagnostics, commissioning, and process without using building-science jargon
How a website can act as a customer filter, not just a lead generator
Why “problem → root cause → solution” framing can deliver higher value customers
How to use testimonials, case studies, and owner stories to avoid competing on price

Timestamps:

[00:00] – Introduction

[03:56] – The "homeowners just don't know" problem

[08:22] – The homepage headline: We Listen. We Measure. We Fix. We Prove.

[12:57] – Is River City a good fit? Filtering customers on purpose

[19:48] – The Us vs. Them comparison chart

[26:50] – Testimonials that reinforce differentiation

[30:48] – Problems We Solve vs. Services navigation

[34:22] – The Our Process page

[37:05] – The About Us page and founder story

[41:28] – How to apply this to your own website

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