Connecting Your Website to ServiceTitan: A Guide

ServiceTitan runs the back office for thousands of HVAC, plumbing, and electrical contractors. Scheduling, dispatching, invoicing, customer records, and reporting all live in the platform. The weak link is usually the website.

Your website generates leads. ServiceTitan manages those leads after they arrive. The integration between them determines whether leads flow smoothly into your system or fall through cracks.

ServiceTitan offers several integration options: booking widgets, web forms, tracking pixels, and API access. Each serves a different purpose. Most contractors use two or three in combination.

The booking widget embeds directly on your website and lets customers schedule appointments without calling. They select a service, pick an available time slot, enter their information, and the appointment appears in your ServiceTitan schedule.

Real-time availability syncing is the key advantage. The widget only shows slots your team actually has open. No double-booking. No manual confirmation calls.

Conversion rates typically run 3-5x higher than standard contact forms. When a homeowner can book instantly at 9pm instead of waiting until morning to call, more of them complete the action.

Implementation is straightforward. ServiceTitan provides embed code that your web developer adds to your site. The widget is customizable with your branding colors and can be styled to match your design. Placement matters: above the fold on service pages, in the header navigation, and on your contact page.

The trade-off is control over scheduling. Some contractors prefer to qualify leads before booking. The widget books directly, so you might end up with appointments from tire-kickers or customers outside your service area. ServiceTitan’s scheduling rules can filter some of this, but not all.

For emergency services, the booking widget has limitations. A homeowner with a burst pipe at 2am doesn’t want to schedule a slot for Thursday morning. The widget works best for non-urgent appointments: maintenance, installations, tune-ups.

Web forms and lead capture

ServiceTitan’s web forms capture lead information without requiring immediate booking. The customer fills out their name, contact info, and service request. That data flows into ServiceTitan as a lead that your team follows up on.

Forms are simpler to implement than booking widgets and give you more control over qualification. You can ask screening questions: service area zip code, type of problem, urgency level, or whether they own or rent.

The integration works through API connection or Zapier. Native web form integration requires your form tool to support ServiceTitan’s API, or you use a connector like Zapier to push submissions into ServiceTitan as new customer records or opportunities.

Common form tools that integrate include Gravity Forms (WordPress), JotForm, Typeform, and HubSpot Forms. The setup varies by tool. Some require custom code. Others have pre-built ServiceTitan integrations.

Lead routing rules determine what happens next. You can configure ServiceTitan to assign leads to specific CSRs, trigger automated follow-up sequences, or create tasks for callback. The more you automate the handoff, the less likely leads slip through.

Response time is critical here. 78% of customers go with the first contractor to respond. A web form submission at 3pm should generate a callback within minutes, not hours. ServiceTitan’s automation can trigger SMS alerts to your team or fire off an immediate email to the customer acknowledging receipt.

Tracking pixel

ServiceTitan’s website tracking pixel identifies when existing customers visit your site. If someone in your customer database browses your water heater page, that activity gets logged.

The value is seeing when past customers are shopping. A customer who called you 3 years ago for AC repair and is now looking at your HVAC replacement page is showing purchase intent. Your team can reach out proactively.

Installation is similar to Google Analytics. You add a JavaScript snippet to your website header. The pixel fires on page load and matches visitors against your customer database using cookies and device fingerprinting.

The limitation is significant: it only identifies known customers. First-time visitors, prospects who haven’t converted yet, are invisible. Your website might get 500 visitors a month, 20 of whom are past customers. The pixel sees those 20. The other 480 remain anonymous.

This is where ServiceTitan’s tracking falls short compared to visitor identification tools that can identify a broader range of website visitors. When 96% of traffic leaves without converting, knowing who those visitors are changes your follow-up options.

API integration

ServiceTitan’s API opens deeper integration possibilities beyond the standard widgets. Custom development can sync data between your website and ServiceTitan in ways the pre-built tools don’t support.

Common API use cases:

Price calculators that pull equipment pricing from ServiceTitan and display estimates on your website. A customer enters their home size and equipment preferences, the calculator fetches pricing from your ServiceTitan price book, and displays a range.

Customer portals where homeowners can view their service history, upcoming appointments, and invoices. The portal queries ServiceTitan’s API to pull their records.

Marketing automation platforms that push and pull data. When a lead converts in your email platform, the API creates the customer record in ServiceTitan without manual entry.

Custom booking flows that add functionality the standard widget lacks. Pre-qualification questions, deposit collection, or special scheduling rules for specific service types.

API integration requires development resources. You need a developer comfortable with REST APIs, authentication, and data mapping. ServiceTitan’s documentation is decent, but not every agency or freelancer has worked with it before.

For most contractors, the standard widgets handle 90% of needs. API integration makes sense when you have specific requirements the pre-built options can’t meet, or when you’re connecting ServiceTitan to other business systems beyond your website.

WordPress-specific considerations

WordPress powers a significant percentage of contractor websites. Plugin options make ServiceTitan integration more accessible without custom development.

The ServiceTitan WordPress plugin handles basic widget embedding with less code. Install the plugin, authenticate with your ServiceTitan account, and use shortcodes to place booking widgets on pages.

Form plugins like Gravity Forms and WPForms have ServiceTitan add-ons that map form fields to ServiceTitan customer fields. A submission creates a lead record automatically.

Performance matters on WordPress. The booking widget loads external JavaScript. If your hosting is slow or your site is already heavy with plugins, the widget can affect page speed. Test load times after installation. Consider lazy-loading the widget so it only loads when a user scrolls to it.

Common integration problems

Data sync failures. Leads sometimes fail to reach ServiceTitan due to API errors, network issues, or field mapping problems. If you’re using Zapier or a custom integration, monitor it. Failed syncs mean leads sitting in your form tool that your team never sees.

Duplicate customer records. When a returning customer fills out a form, the integration might create a new record instead of matching to their existing record. ServiceTitan has matching rules based on email and phone, but they’re not perfect. Periodically audit for duplicates.

Booking widget loading issues. Some website configurations interfere with the widget. Caching plugins, security plugins, or conflicting JavaScript can break functionality. Test the widget after any significant website change.

Mobile experience gaps. The booking widget is mobile-responsive, but test it on actual phones. Clunky mobile booking costs you conversions from the 60%+ of traffic that comes from phones.

Getting more from your website traffic

The integrations described here handle traffic that converts through forms or booking. The larger opportunity is the traffic that doesn’t convert at all.

Industry average conversion rate for home service websites is 3-4%. For every 100 visitors, 3-4 take action. The other 96-97 leave.

ServiceTitan’s tracking pixel catches returning customers in that group, but first-time visitors remain invisible. When someone visits your AC installation page, compares options, and calls a competitor instead, you never know they existed.

Visitor identification changes that equation. Seeing which homeowners visited, which pages they viewed, and how to reach them creates follow-up opportunities that forms and widgets miss.

ServiceTitan integration captures converting leads efficiently. Pairing it with visitor identification captures the demand that would otherwise walk out the door.

Implementation checklist

Start with the booking widget on key service pages and your contact page. Track conversion rate changes over 30 days.

Add web form integration if you want screening questions or need to capture leads outside booking hours.

Install the tracking pixel to identify returning customers showing purchase intent.

Consider API integration only if standard options don’t meet specific requirements.

Monitor integrations weekly. Failed syncs cost you leads.

Test mobile experience on real devices. Fix friction points.

Measure what matters: form submissions, booked appointments, and ultimately, revenue per website visitor.