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When someone needs a home service professional, Google Maps is often part of the search. But it is rarely the whole search.
A homeowner might search “AC repair near me,” check a few businesses in the local results, visit a company’s website, look at reviews, ask a neighbor, or even search directly for a company they have heard about. Your business needs to be easy to find across those touchpoints.
Yes, your Google Business listing on Maps matters, but your efforts shouldn’t stop there! Our team at My Marketing Works shares what else in the marketing mix is just as important to gain local visibility.
Your website is one of the biggest opportunities you have to show up outside the map pack.
Your service pages should clearly explain what you do and where you work. A plumber serving Atlanta, for example, should have useful information about plumbing services in its actual service area. An HVAC company might have dedicated pages for AC repair, maintenance, installation, and other services customers are actively searching for.
This gives search engines more context about your business and gives customers a place to go when they want more information than a Google Business Profile can provide.
Marketing Tip: Avoid turning every city into a copy-and-paste page with the name swapped out. Customers can tell when a page wasn't really written for them, and search engines have gotten pretty good at it, too.
Local search isn't always a service-and-city combination. People search questions such as:
These are great opportunities for your company to be the trusted, go-to answer! You see, those searches can lead people to helpful articles, service pages, videos, and other content on your website. For a trades business, this is a great place to demonstrate your expertise without sounding like you're giving a sales pitch every five seconds.
Answer real questions your technicians hear every week, and explain what homeowners should watch for, what a problem might mean, and when it makes sense to call your team. That content can bring people to your website before they're ready to schedule.
Tip to make it WORK: Show the Owner or if they aren’t comfortable being on camera a Manager. People like to see that who’s in charge cares about the work the team is doing. This is their place to be the more polished face of the brand, while your team can show the day-to-day dirty work.
Your business name, address, phone number, website, and service information should be accurate wherever customers might find you. That includes directories, social profiles, industry websites, chamber listings, review sites, and other relevant platforms.
You don't need to create a profile on every website that has ever existed. In fact, please don't. Focus on places that make sense for your business and make sure the information is current. An outdated phone number or old address can create unnecessary friction for someone who is already trying to solve a stressful home problem.
Reviews are closely associated with Google Maps, but their influence can extend beyond that one search result. People read testimonials on company websites, third-party platforms like Yelp or Angi, social media, and other places where they are researching a business. They want to know what the experience was actually like.
Those details matter.
Marketing Tip: Make asking for reviews part of your normal customer follow-up process and respond to the reviews you receive. A thoughtful response gives prospective customers another glimpse at how your company treats people.
Social media isn't a replacement for local SEO, but it can help people discover your business and recognize your name when they see it again in search.
For home services businesses, you have plenty of material to work with. Share completed jobs, technician introductions, maintenance tips, before-and-after photos, community involvement, seasonal reminders, and the occasional piece of personality from the team.
Tag what town you’re in on the post. Or you can put the location on the image itself. Even better, have a video of ‘coming to you from ____’ and you’ll be making the most of your social channels!
Marketing Tip: A photo of your technician fixing an actual problem is often more interesting than a generic stock photo of a wrench. It also gives potential customers a reason to remember your company.
Local visibility comes from being present in the places your customers use to research a business.
That means your website, Google Business Profile, reviews, social content, local listings, helpful articles, and other relevant platforms should all tell the same basic story: who you are, what you do, and where you work.
The goal isn't to chase every possible search result. It's to build enough useful, accurate information around your business that customers can find you in more than one place.
Of course, Google Business Profile (Maps) is important for trades businesses. It just shouldn't have to carry your entire local marketing strategy. If you want more people to find your business when they're searching for services in your area, our team can help you build a local marketing strategy that connects all the dots, including your website, content, reviews, Google presence, and social media.
Ready to get found in your town? Talk to My Marketing Works about making your marketing WORK!
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