The quiet weeks in January are the ones the year plan already sets aside for website work. The list starts with the one claim on most contractor sites that is now flatly wrong.
The tax credit claim
The 25C credit paid a homeowner 30% of the cost of qualifying equipment, capped at $2,000 a year for a heat pump and $600 for a qualifying central air conditioner or furnace. The One Big Beautiful Bill Act, signed July 4, 2025, ended it for property placed in service after December 31, 2025. Every page on your site that promises it is now wrong.
Search the site for "tax credit", "25C", "$2,000" and "Inflation Reduction Act". The heat pump page and the financing page are obvious. The ones that survive a cleanup are FAQ answers, a footer banner that sits on every page, a PDF someone linked in 2023, and the sitelinks and callout assets that have been running in Google Ads since then. The ad accounts hold copy the site does not, and they need the same search.
A site search only finds what is in the HTML. Text baked into a banner graphic or a brochure PDF stays invisible to it, so open the pages you have edited least recently and read them. Geothermal pages need the same pass for 25D, which ended for expenditures after December 31, 2025.
Refrigerant language
Pages that sell R-410A systems, or call R-410A the standard, describe equipment nobody has built for a year. Residential split systems built from January 1, 2025 use refrigerants with a GWP under 700, which in practice means R-454B or R-32. The January 1, 2026 deadline for installing the leftover R-410A stock is still in the rule, but on December 23, 2025 the EPA said it would treat that deadline as a low enforcement priority while it rewrites the rule, so a distributor with pre-2025 units can still sell them to you. New York kept its own deadline.
Rewrite those paragraphs to say what you install now. A2L refrigerants are mildly flammable, the equipment carries leak sensors, and your technicians handle them under different rules.
Then answer the question the homeowner asks next, in the same paragraph: an existing R-410A system can still be serviced and recharged, and will be for years. Say yes plainly. The pages that dance around it send the homeowner to a forum for the answer.
Promotions with dates that have passed
Look for the fall tune-up special that ended in November, the coupon page with a December expiry, and the copyright year in the footer if somebody typed it in by hand.
Financing copy is the one with teeth. If a page shows a monthly payment or a rate, the terms have to appear with it, and terms quoted from a lender program that closed are a claim you cannot honor. Pull the current program sheet and retype the block from it.
Hours and claims you cannot keep
Holiday hours on the Business Profile were set for last year's holidays. Fix the profile first, because Google shows those hours in the map pack and inside the Local Services listing, and a homeowner who reads "closed" calls somebody else.
Then read the site for promises the phone cannot support. A 24/7 emergency line on a site whose number goes to voicemail at 6 pm is a promise a homeowner tests once. Same-day service on the site during a week when the calendar is full is the same problem. Staff it or change the wording.
People
The team page still lists a technician who left in August, and the review replies are signed by a service manager who has been gone a year. The owner photo is from 2016.
The team page is one of the few pages a homeowner opens before letting a stranger into the house, and the customers who have met your technicians notice which faces are missing.
What to add in the same pass
Put this year's diagnostic fee and a real price range in the first paragraph of each service page. That paragraph is what a homeowner reads and what an AI answer quotes, and a page that opens with "quality service for all your heating and cooling needs" gives neither of them anything to use.
Add a short refrigerant FAQ: what you install now, what it costs to service an older system, whether the parts are still around. Rebuilding the service pages properly is a bigger job, and January is when to schedule it.