When crafting copy for your website. Use direct language. For instance, a search query might be “how much does a new hot water heat installation cost.” Your “call for an estimate” text is not going to turn a result. But a blog post that says “hot water heater replacement or installation can run between $150-$350 dollars depending on several factors (then lost some factors)” would be the type of result Google would pluck from the interwebz. There’s already a disparity in the words contained in any given query and the collective content available around that topic. Don’t muddy that further with sales copy or vaguisms.
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