The single biggest problem is your header. If I was looking for HVAC stuff I would turn around a leave immediately as I would think it's a photographers site or some kind of personal blog. Seriously, dead trees and snowy fields as your lead images on an ecommerce site? And get rid of the Google adwords and link exchange. I see that and I think "not a serious business person, buy somewhere else". I've never seen those things on a corporate website. If you went to Toyota Cars, Trucks, SUVs & Accessories or Coca-Cola Global: Soft Drinks & Beverage Products or Levi.com: The Official Levi's® Jeans Store and saw adwords and a link exchange button what would you think? Would it make you question the integrity of their business?