I realize I’m a bit late to the party, but here are some thoughts on how to improve your conversion rate.
If the traffic is coming from Adwords, then your best bet is to match the messaging with search intent from ad through to the landing page. To do this effectively, it’s probably best to create several pages/campaigns. For instance, you could have a dedicated page for people looking for repairs, another page for preventive maintenance/servicing, one for installing a new system, etc., as well as specific messaging/pages for where the person is in the process.
I think that lack of specifics is holding you back. As Adam points out, people don’t want HVAC solutions, they want the solution to their specific issue.
I also don’t think the subhead adds any value. Don’t all HVAC companies help control temperature? Instead, I’d try to add something that will differentiate you or add urgency.
You might want to test a few different offers, too. If people aren’t using the form, it could be because calling is quicker if they need service without delay, but it could also be that they don’t want to commit to an appointment without knowing the price and other important info. Perhaps you could test offering a no-obligation quote or free assessment.
I like that you’ve included the logos. They are great for adding credibility. But I’m not sure that the lead in line works. I don’t think of HVAC services and something people enjoy. What about something more along the lines of companies that trust you or choose you?
Testimonials would be great for social proof, too, if you have them.
For the rest of the page, you should try to reduce friction and push the offer. Think of possible questions and objections a potential customer might have and address them. And really hit on the benefits.
One last suggestion is to change the focus from your company to your customers. Use less “our” statements and more “you” statements.
Best of luck.