These guides are written for people who run or market boiler companies and want their content to do more work. Each one is practical: checklists, worked numbers, and examples you can apply this month, whether or not you ever hire us.
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The safety line: what boiler content can say, and what it never should
Good boiler content explains how things work and when to call a licensed technician. It never tells a homeowner to open, adjust, relight or repressurise anything.
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Planning your first year of boiler explainer videos
A useful first-year library is about 18 short videos in three groups: choosing, installing and owning. Plan them together, shoot them in batches, and tie each to a number.
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The boiler model page playbook
A model page earns rankings by adding what the manufacturer can't: which homes the boiler suits, what your techs see in the field, and how you install it locally.
The safety line: what boiler content should never say
Read this first. The safety line guide explains the difference between content that explains and content that instructs, and why boiler companies should stay firmly on the explaining side.
What you'll learn:
- The one-sentence rule we apply to every script and page
- Why DIY content creates liability, sits awkwardly with provincial licensing, and costs you calls
- Six common crossings, each with a rewrite that keeps the same search intent
- Specific rules for video and for brand and model pages
- A seven-question checklist for every piece before it goes live
If you already have a blog or YouTube channel, this guide will probably show you a few posts worth rewriting.
Planning your first year of explainer videos
The video library guide turns "we should do video" into a concrete plan.
What you'll learn:
- How to pick the one number your videos should move, and calculate break-even
- A table showing the effect of a close-rate lift for small, mid-size and large companies
- An 18-video first-year library in three sets: choosing, installing and owning
- A five-part script structure, and why a two-minute script is only about 300 words
- How to batch a shoot day to get six videos' worth of footage
- How to put videos to work in your booking texts, website, YouTube and Google profile
- A month-by-month first-year timeline
The boiler model page playbook
The model page playbook shows how to build brand and model pages that rank for exact model searches and convert the buyers who find them.
What you'll learn:
- A scoring method to choose which models get pages first
- How to build a source pack from manufacturer documents and your job records
- Six interview questions that turn a technician's experience into page content
- A ten-part page structure, and how to keep instructions out of it
- How to write comparison pages that match how people decide
- How to handle brand names, logos and partnership language with care
- What to track and when to update
How the guides fit together
The three guides follow the order we use with clients:
- Set the rules with the safety line, so everything you make is safe to publish.
- Build the written foundation with model pages, because they capture high-intent searches and give videos a home.
- Add video once you have pages to embed it in and a sales process to send it through.
If you'd rather have us do the work, each guide links to the matching service: content audit, model pages and explainer videos.
Who should read which guide
Different people in a boiler company will get the most from different guides:
- Owners should start with the video library guide, because its break-even math decides whether video belongs in the budget at all.
- Office managers and estimators will get the most from the sections on putting videos and model pages to work in booking and quote messages.
- Senior technicians who review content should read the safety line guide, since they will be the ones approving scripts against its checklist.
- Marketing leads or outside agencies should read all three in order, then compare the advice against what is currently published on your site.
What you won't find here
You won't find generic "content marketing tips" or advice that could apply to any business. Everything here is about boiler companies specifically. You also won't find repair or installation instructions; those belong with your licensed staff and the manufacturer's documentation, not in marketing guides.
Questions about any guide? Contact us, or read about how we work.
Frequently asked questions
Are these guides free to use?
Yes. Read them, share them with your team, and use the checklists. You don't need to hire us to get value from them.
Who are the guides written for?
Owners, office managers and marketing leads at boiler installation and service companies in Canada. They assume you know boilers and want to explain them better.
How often are the guides updated?
We review them at least twice a year, and sooner when a regulation, program or platform change affects the advice. The date at the top of each guide shows the last update.
Do the guides include repair instructions?
No. They are about marketing content. Repair and technical procedures belong with your licensed staff and the manufacturer's documentation.