How often must a statutory ventilation inspection be done?

It depends on the building type and the ventilation system. Preschools, schools and care premises have the tightest interval regardless of system. Apartment blocks and offices are inspected more often if they have both supply and extract air than if they have extract only. One- and two-dwelling houses are only covered by an inspection at installation, not by recurring checks. The exact intervals are set by the National Board of Housing regulations and should be verified there before you plan around them — a summary on a supplier website is not a legal source, and that includes this one.

Is a website worth it at all when every job comes through recommendation?

Yes, but not for the reason usually given. It will not generate enquiries by itself to any meaningful degree. It decides how many of the recommendations you already get survive the check that follows — someone is given your name, searches for it and decides within a few minutes. That loss is invisible because nobody contacts you to say they ruled you out, which is also why it is allowed to continue for years.

What should the service contract page say?

Enough for a manager to make the decision before calling: what is included, how often you come, the response time in an emergency, what falls outside the contract and how it is terminated. The price need not be there, but everything else should. A contract described as "contact us for more information" reads as terms being negotiable in a way the buyer does not want to handle, and the matter is set aside.

We miss calls when staff are in plant rooms. What can be done?

Assume the company is unreachable for most of the working day, because in this trade it is, and solve it as a systems problem rather than a staffing one. An answer that takes the details, notes the building and what sounds wrong, and passes it on, goes further than you would think — someone calling about an urgent fault mainly wants to know it has been received. The alternative is not that the customer calls back later. The alternative is that the customer calls the next firm on the list.

How do you write a reference that actually convinces a property manager?

Describe the building rather than the customer, and write out what was awkward. Number of flats or square metres, which system, what you did, over what period and what turned out to be trickier than planned. A project without a single complication reads as marketing. One with a described difficulty and how it was solved reads as experience, and experience is what the reader is looking for — they are trying to work out whether you have met their building before.

Do we need an English version of the site?

Rarely for Swedish property managers and municipalities, who procure in Swedish and read in Swedish. It becomes relevant if you work with international property owners, larger contractors with foreign parent companies, or industrial customers whose group language is English. In that case build the site so the languages are equal from the start rather than adding a translation later — the trailing English version is always the one that goes out of date first and does more harm than good.

← All guides

20 August 2026 · 9 min

Websites for ventilation & contracting firms 2026: win the comparison before the quote is written

If you work in ventilation, statutory ventilation inspection or contracting, most enquiries arrive through recommendation, framework agreements or a property manager who already knows your name. So the important question about your website is not how many new customers it brings in — it rarely brings in any — but how many you lose in silence. A manager who has been given your name searches for it, reads for about four minutes and decides whether you make the shortlist. You never find out that you were ruled out. This guide is about what those four minutes are actually looking for, why the inspection intervals are the most overlooked visibility opportunity in the trade, and why the service contract — not the emergency job — is what the site should be selling.

Your buyer is not a consumer, and does not search like one

A hairdresser or a car workshop meets a private individual who searches for "hairdresser Kristianstad" and books. You meet a property manager, a housing association board, a municipal buyer or a main contractor who already has a list. They rarely search for a supplier — they check one they have been given. It sounds like a detail but it inverts what the site has to do: it should not persuade anyone to call, it should survive a review whose starting position is rejection.

It shows in what actually gets read. Nobody in this role reads your homepage headline particularly closely. They look for four things, in this order: does the company really exist, do you do exactly this kind of work, have you done it for someone like them, and can you be reached. Only when all four are settled does a quote request become relevant — and how best to receive one is its own question, covered in the guide on quotes that write themselves.

The honest version: a new website will not win you more procurements. It wins the comparison once someone already has your name. That is a smaller thing than agencies tend to promise — and an entirely real one, because you pay for the lost comparisons every month without seeing them.

Statutory inspection: a legal calendar almost nobody uses as visibility

Mandatory ventilation inspection is unusual as a form of demand: it recurs, it is regulated in planning and building legislation, and it falls at intervals known in advance. Apartment blocks and offices with supply-and-extract systems are inspected more often than those with simpler extract-only systems, and preschools, schools and care premises have the tightest interval regardless of system. One- and two-dwelling houses are only inspected at installation. Exactly which interval applies is set out in the National Board of Housing regulations, and that is the source to point at — not your own summary.

What matters is what that means for visibility. A manager whose inspection report is approaching its expiry does not search for "ventilation company". They search for something far more specific — what a report means, what happens if an inspection is not done in time, who is allowed to perform one, what a remark means in practice. Those are questions with clear answers and almost no Swedish competition, because the trade's websites almost exclusively describe the company instead of answering the questions.

One page per such question, written plainly and citing the regulation, is the cheapest visibility this trade has access to. The mechanics are the same as local search generally, covered in the guide to local SEO — the difference is that your demand has a date, and whoever is visible as the date approaches gets the enquiry.

Sell the service contract, not the emergency job

Almost every ventilation and contracting site is built around one-off jobs: we do this, call us. But the revenue in this trade is rarely the one-off job. It sits in recurring service, filter changes, contracted rounds and the planned part of a building's maintenance. A contract is also easier to win than a procurement, because it is often signed by a single manager who is tired of chasing a supplier every time something sounds wrong.

That places a concrete demand on the site: it has to describe what a contract contains without hiding behind "contact us for more information". What is included, how often you come, what happens in an emergency, what the response time is, and what falls outside. A manager who gets those answers can make the decision in their head before calling. One who does not sets the matter aside, and that matter rarely comes back.

What actually loses jobs: the phone in a plant room

This is the observation I had not expected before building and running a site in this trade, and it has nothing to do with web design. Fitters stand in plant rooms, on roofs, in substations and basements. Coverage is poor, hands are occupied and the phone is in the van. During a normal working day the company is genuinely unreachable for large parts of it — and a manager calling about an urgent fault calls the next firm on the list after one unanswered ring, not three.

It never shows up in any statistics. There is no missed-call email saying "this customer went to a competitor". How that loss can be measured and closed is the whole subject of the guide on missed calls, and for a company whose staff are by definition unreachable during the working day it is probably the single biggest difference an investment can make — bigger than the site itself.

References are your currency — and most firms use them wrong

A manager considering you is looking for someone like them. A reference from a housing association says nothing to a municipal property department, and vice versa. Yet the most common device in the trade is a wall of logos without context, which is worth exactly as much as it sounds: it proves someone hired you, not that someone in the reader's situation did.

Describe the building, not the customer: number of flats or square metres, which system, what was done and over what period.
Write out what was awkward. A project without complications reads as marketing; one with a described difficulty reads as experience.
Have at least one reference per customer type you want more of — housing association, municipality, private landlord, main contractor.
Name your certifications and authorisations in plain text on their own page. It is one of the four things the review looks for, and the only purely factual one.

A concrete example of how this looks in practice is in the Svensk Filterservice case, which is built on exactly these principles. What such a build normally costs and what drives the price is in the pricing guide.

What I would do first, in order

Make sure someone or something answers when the phone does not. The loss already exists and is paid every week.
Write one page per statutory question your customers actually search for, citing the regulation. The cheapest visibility in the trade.
Describe the service contract clearly enough that the decision can be made before anyone calls.
Publish one reference per customer type, with the building described and a difficulty written out.
Only then: the design. It decides trust in those four minutes, but it fixes none of the above.

Frequently asked questions

How often must a statutory ventilation inspection be done?
It depends on the building type and the ventilation system. Preschools, schools and care premises have the tightest interval regardless of system. Apartment blocks and offices are inspected more often if they have both supply and extract air than if they have extract only. One- and two-dwelling houses are only covered by an inspection at installation, not by recurring checks. The exact intervals are set by the National Board of Housing regulations and should be verified there before you plan around them — a summary on a supplier website is not a legal source, and that includes this one.
Is a website worth it at all when every job comes through recommendation?
Yes, but not for the reason usually given. It will not generate enquiries by itself to any meaningful degree. It decides how many of the recommendations you already get survive the check that follows — someone is given your name, searches for it and decides within a few minutes. That loss is invisible because nobody contacts you to say they ruled you out, which is also why it is allowed to continue for years.
What should the service contract page say?
Enough for a manager to make the decision before calling: what is included, how often you come, the response time in an emergency, what falls outside the contract and how it is terminated. The price need not be there, but everything else should. A contract described as "contact us for more information" reads as terms being negotiable in a way the buyer does not want to handle, and the matter is set aside.
We miss calls when staff are in plant rooms. What can be done?
Assume the company is unreachable for most of the working day, because in this trade it is, and solve it as a systems problem rather than a staffing one. An answer that takes the details, notes the building and what sounds wrong, and passes it on, goes further than you would think — someone calling about an urgent fault mainly wants to know it has been received. The alternative is not that the customer calls back later. The alternative is that the customer calls the next firm on the list.
How do you write a reference that actually convinces a property manager?
Describe the building rather than the customer, and write out what was awkward. Number of flats or square metres, which system, what you did, over what period and what turned out to be trickier than planned. A project without a single complication reads as marketing. One with a described difficulty and how it was solved reads as experience, and experience is what the reader is looking for — they are trying to work out whether you have met their building before.
Do we need an English version of the site?
Rarely for Swedish property managers and municipalities, who procure in Swedish and read in Swedish. It becomes relevant if you work with international property owners, larger contractors with foreign parent companies, or industrial customers whose group language is English. In that case build the site so the languages are equal from the start rather than adding a translation later — the trailing English version is always the one that goes out of date first and does more harm than good.

How many comparisons are you losing without knowing?

Book a free 30-minute call. We go through what a property manager sees when they search for your name, which statutory questions your customers actually search for, and what is worth fixing first — and I will say plainly if the answer is that the website is not your problem.

Book a free call →