Home Services Marketing is hard.
As a marketer, you must consider your customers, your value proposition, and the best way to reach them. Then there is the difficult task of converting those prospects into customers.
To get your first few clients, it feels like you have to sacrifice your profits.
Those are some big topics to cover, and they don’t even begin to cover everything else that goes into running and growing a service business.
Marketing your home services business may seem difficult, but there are many ways to go about it.
Online marketing is one of the best ways to market your home services business.
Search engine optimization (SEO), email marketing, and PPC ads can all fall under this category.
Using online marketing can increase your business’s reach and increase its consumer base.
Keeping in touch with current clients and informing them about new services or discounts is also a great way of staying in touch.
To take full advantage of all these marketing tactics, it’s essential to have a marketing plan.
#1. Conversion-focused website with full optimization
It may not be as effective at converting leads into customers as a normal website, which provides information about your company or product.
A conversion-focused website, however, is focused on converting leads into customers who will pay a high price for your products and services.
To make it easier for your customers to take action on your website, a conversion-focused website has a distinct structure.
By employing techniques such as clear call-to-action buttons, color psychology, placing lead forms, user testimonials, trust seals, social proof, etc., it leverages the psychology of the human brain and clever marketing tactics to influence customer behavior.
Search engine optimization is also a part of a conversion-focused website.
As a result, it appears high on search engine result pages (SERPs) to people searching for your services because it has been built using the latest SEO techniques.
Leads and sales are much more likely to be generated by a website with a conversion-focused design and full SEO optimization.
It’s not enough to get people to your website when it comes to home services marketing.
To accomplish this, you should encourage them to do something like schedule an appointment, fill out a form for a free quote, etc.
Normal websites won’t be able to accomplish this.
Having a website that optimizes for conversions and uses a powerful conversion-focused design is crucial.
Make Your Website Mobile-Friendly
As mobile devices become increasingly popular, 57% of web searches will be conducted on them.
A large portion of your potential customers will not visit your website if it isn’t mobile-friendly.
Mobile-friendly design means that your website will be automatically resized and adjusted to appear well on any screen size, including desktops and smartphones.
Having a website that looks good and functions properly on the go is important since customers are more likely to leave your site and visit your competitors.
When redesigning or developing a new website, you should prioritize creating a mobile-friendly design.
Lightning-fast themes are worth investing in
Over half of all mobile users abandon websites that take longer than three seconds to load, according to a Google study.
Having a website that runs faster will drastically improve the user experience, so if you haven’t already optimized it for speed, you should do so right away.
You can rest assured that your site will load quickly if you use a decent theme and caching software that supports speed improvements.
Focus on the core web vitals
As of June 2021, every website owner must ensure that their websites load quickly after the Google Core Web Vitals Update.
Without speed optimization, you’ll see a decrease in traffic and conversions if you don’t already have one.
Three things should be considered to ensure your site is Google Core Web Vitals-compliant:
- The largest contentful paint company (LCP)
- (TTFB) Time To First Byte
- The cumulative layout shift (CLS)
This guide will help you better understand what these issues are and how to fix them on your website.
Use conversion rate optimization (CRO) to your advantage
The goal of conversion rate optimization is to maximize the number of visitors who take the desired action on your website, such as filling out a form or purchasing something.
Optimization can be achieved by making minor changes to the content of your website, such as the text on your buttons, the color of your call-to-action, or the placement of your lead form.
The best-performing version of your website will also be determined through A/B testing.
A clear call-to-action (CTA) must also be present on both mobile and desktop versions of service and location pages.
On mobile, there should always be an option to call or fill out a contact form at the bottom of every service and location page.
There should be prominent trust symbols and reviews at the top of the website.
It should not be necessary for your users to scroll down your page to view them.
To increase your website’s conversion rate, you need to do all these things.
For any business looking to increase leads and sales, a CRO strategy is an essential part of their marketing plan.
Several techniques can be used to optimize conversion rates, but the following are among the most common:
- Using A/B tests
- Heat Mapping
- Feedback surveys for users
- Optimization of landing pages
- Forms for capturing leads
- Websites with testimonials, etc.
With these techniques, you can increase the number of leads and sales generated by your website.
Make sure your site has a strong structure
It is much easier for customers to find what they need on a site with a well-designed structure without having to navigate through several menus or links.
When ranking websites, Google uses the architecture of the website as one of the most important factors.
Organize your site with categories and subcategories based on the services you offer, if you don’t already have one.
In addition, marketers often underutilize internal linking when attempting to improve organic search rankings.
User experience and SEO can be improved tenfold when it is done well.
Internal linking opportunities can be identified using SEO tools such as Ahrefs.
Postings on the blog should link back to commercial pages on the site and other relevant information.
Has content clustering ever caught your attention?
The term “content cluster” refers to a collection of related pages on a website that are strongly linked to one another.
As a result, the search engines can index your website better, and the customer can find what they are looking for more easily.
It is important to have a well-structured site structure that is easy to navigate and includes a clear hierarchy of content.
Using internal links will also help search engines understand how your website is structured, so it is important to link related pages together.
A content cluster might look like this:
#2. Local Search
By optimizing your local search results, you can ensure that potential customers know about your home services business.
To rank highly in online searches for keywords related to your business, it is necessary to ensure your business appears as a top result.
You can accomplish this in several ways, including:
- SEO traffic optimization for your website
- Listing your business on Google My Business
- Business directory citations
- Advertisements for local services
- Pay-Per-Click Ads with Google
Let’s take a closer look at each of them individually.
SEO Traffic Optimization for Your Website
Providing information about what you do, how well you do it, and how to contact you is one of the best uses of your website in the home services industry.
As well as bringing in the type of traffic you’re looking for, SEO traffic also performs better over the long term since people are proactively seeking you out rather than stumbling upon your website.
As a result, you should focus on 4 types of SEO for your website:
- On-Page SEO
- Off-Page SEO
- Technical SEO
- Local SEO
It refers to the optimization of all factors such as keywords, images, metadata, etc. on your site to improve your site’s ranking on a search engine results page (SERP).
The term “off-page SEO” refers to methods used to optimize the external factors of your website, such as links from other websites and social media signals.
Technical SEO involves optimizing the backend of your website so that your users will have a better user experience and your site will load faster.
The benefit of local SEO is to help you rank in Google Maps when people search for the type of services you provide (and when they don’t, it will also boost your visibility when they search for something in your category).
To ensure that your website is performing at its best, each of these types of SEO should be implemented regularly.
You should, however, focus first on On-Page SEO since it has the biggest impact on your site’s ranking if you are pressed for time or unsure where to begin.
Move on to Off-Page SEO once you’ve mastered On-Page SEO.
Your site will be more search engine friendly if you optimize it for the above types of SEO, which will help people find you in their local search.
Besides helping your site rank higher in SERPs, it also makes it easier for Google bots and other crawlers to read and index it.
Effort and time are required for good SEO, but the results are well worth it.
You’ll see more leads soon if you keep up the good work!
After your website has been listed in all the above places, you can add it to:
Google My Business (GMB)
Businesses can list their businesses on Google Maps free of charge using Google My Business.
Your website address, hours of operation, and contact information are also available.
This is how it looks:
Be sure to include keyword phrases in the title and description of your Google My Business listing, as well as keep your address and phone number current.
While optimizing GMB listings for maximum benefit, you should keep the following in mind:
Make sure you add good photos
Home services benefit from before and after pictures, which provide a visual representation of the work’s progress and impact.
You can cultivate trust by using photos on your Google My Business listing.
It’s important to make sure that the GMB photos represent your business accurately, and that they are of high quality.
Be responsive to reviews at all times
It is not necessarily bad to have a negative review.
You should try to make things right with someone if you get a poor evaluation.
If you can turn them into a happy client, they may even change their assessment!
Clicks on links should always be tracked using UTM parameters
To evaluate the effectiveness of your GMB listing, make sure you are tracking clicks and calls using UTM tracking.
In the future, this will help you improve your business listing.
Take advantage of Google Posts
The Google Posts feature now allows enterprises to post text and image updates directly to their Google My Business page without relying on a third party.
Stay on top of seasonal deals, new services, and other relevant information with this tool.
If you are looking for a platform to manage your Google Posts, try Local Viking or DBA.
Products and services that you offer should be showcased.
Adding your items for sale and listing your services is easy with Google My Business.
In this way, you can showcase your products and services to potential customers.
Reviews from satisfied customers should be highlighted
Rich media such as images and text can now be used by enterprises to share positive reviews through Google Posts.
With the enthusiastic testimonials of your customers, you will be able to attract more customers as well as increase your sales!
It’s a great idea to use GMB and optimize your site for SEO together if you want to increase traffic to your website from people searching for home services.
Here are some more advanced SEO tactics we can use now that we have covered some basic SEO tips.
Business Directory Citations
Citations in popular business directories also play a key role in local search optimization.
A citation is an online mention of your business name, address, and phone number (NAP), such as on a review page or social media profile.
You should ensure that all of your company’s citations are accurate on the web, as search engines view them as votes of trust.
Consider hiring a company that specializes in citation building if you don’t have the time or resources to do this on your own.
Your website will rank higher in local search results as a result of these citations in popular directories like Yelp.
Check your listings regularly for accuracy, and ensure that your profile is fully optimized on these directories.
The following is an example of a paid ads method that you can use to get faster results:
Advertising through Pay Per Click (PPC)
Pay-per-click advertising, also known as PPC, is another strategy for getting your home services business found on search engines.
A pay-per-click advertisement appears at the top of search engine results to attract users quickly.
For PPC advertising to be successful, you need to choose keywords and key phrases, as well as establish a budget.
Pay-per-click ads incur costs when people click on them; this is why they’re called pay-per-click.
As you can see, they look like this:
Advertisement of local services
You can enhance the effectiveness of your paid search advertising by using Google Local Services advertisements.
Local Services ads are available for a variety of industries, including home services.
In addition to PPC advertising, these advertisements provide all the information your customer needs to contact you.
PPC marketing is not as effective as local service advertising, since you only get paid if consumers convert.
The process of becoming Google Guaranteed is one of the prerequisites for running Local Services ads. In essence, the company checks your licensing and insurance information to notify searchers of your status.
These are the ads that appear in Local Service Ads:
Here’s what’s next:
A review of acquisitions and management
If you want to market your home services business effectively, you must collect and display reviews.
Feature customer testimonials prominently on your website, in your advertising, on your GMB listings, and even on your vehicle so that potential customers can see what others have to say about your work.
Online reviews can also be requested from satisfied customers.
Customer feedback can be improved by using Rating Grades, Broadly, or Bird’s Eye.
Yelp and other business listing sites will allow you to do the same thing.
Using email marketing
You can reach out to your consumers most cost-effectively by using email marketing.
The return on investment for Email Marketing is 42 dollars for every dollar that you invest.
The result is that you could get up to $42000 back if you spent $10,000 on this form of advertising each year!
What a crazy idea!
In addition, a recent Google study predicted that by 2023, there will be 4.3 billion active email subscribers worldwide.
Aside from being much less expensive than PPC, this marketing channel is extremely effective.
To attract consumers, you need to run PPC advertisements regularly.
Advertising costs are increasing each year, which is a sad fact.
Over 18% of Facebook’s ad rates increase every year.
Email marketing, on the other hand, requires only a single acquisition before you can sell your products or services, and your sales may even increase as a result.
So rather than paying regularly, the cost of acquiring a consumer is spread over time.
If you want to automate and segment your email marketing, you’ll need software with excellent automation capabilities.
Furthermore, this marketing channel allows you to send discounts to your customers, as well as inform them of new products.
Scaling your business through it is certainly a great option!
Establishing long-term strategic partnerships
To grow your business, partnerships are the best way to do so.
There are many ways in which home service businesses can benefit from partnerships.
As a first benefit, it allows you to penetrate new geographies that you otherwise wouldn’t have reached.
Additionally, you will be able to get referrals and leads from other businesses.
Additionally, it may allow you to build a network of complementary providers and vendors who will be able to send you business.
Partnerships that benefit both parties are the best since they provide value to each other.
Partnering with a company with a similar customer base and target market is a good idea.
Using online research to find potential partners and contacting them by phone or email is a good start.
Asking for an opinion and advice from a partner is preferable to requesting their endorsement.
Keep them informed about all developments and listen to any suggestions they may have if they are willing to work with you.
It may also be a good idea to seek out referrals from other businesses or find other industries that you can work with to get more business.
Frequently Asked Questions
What is home services marketing?
Home services marketing refers to the strategies and techniques used to promote and advertise businesses that offer services related to home improvement, maintenance, repair, and other residential services. These businesses may include plumbers, electricians, landscapers, HVAC contractors, cleaning services, and more.
Why is home services marketing important?
Home services marketing is crucial for businesses in this industry to reach their target audience, generate leads, and ultimately increase sales. Effective marketing helps businesses stand out in a competitive market and build a strong online presence.
What are some common marketing channels for home service businesses?
Common marketing channels for home service businesses include online platforms such as websites, social media, search engine optimization (SEO), pay-per-click advertising (PPC), email marketing, and offline methods like direct mail, flyers, and local advertising.
How can I improve my online presence for my home service business?
To improve your online presence, focus on creating a user-friendly website, optimizing it for search engines, maintaining active social media profiles, and consistently producing valuable content. Engage with online reviews and listings to build credibility.
What role does SEO play in-home services marketing?
SEO (Search Engine Optimization) is crucial for home services marketing because it helps your business rank higher in search engine results. This makes it easier for potential customers to find your services when they search for relevant keywords online.
Even though it may seem hard to market your home services business, there are several ways in which you can do it.
Moreover, it’s important to remember that online platforms such as social media or websites are one of the best ways to promote your company’s services.
A key component of these types of marketing tactics is understanding their workings and how you can use them to reach a broader audience for a lower cost than traditional advertising methods to reach a wider audience for less than traditional advertising methods do.
I hope that this guide has provided you with some insight into all of these aspects, so you’ll be better equipped when it comes to launching an effective campaign when the time comes.