These days, it’s easier than ever for consumers to find a home service provider. All they need to do is type in a few words in Google search.

And that’s exactly the reason why business owners like you need a powerful digital marketing strategy. A strategy that can help them stand out in the sea of other service providers and get them high-quality leads consistently.

But, if you’re reading this, you probably don’t know what digital channels to focus on, or which strategies can bring in the highest return on investment.

This guide covers everything from local search optimization to paid ads to reputation management, helping you get the most out of your marketing budget. Leverage our expertise at Webology and you’re sure to make smarter moves than your competition.

Let’s dive in.

What is Home Services Marketing and Why Is It Important? 

Home Services marketing is when you promote your home services to a specific group of people. It involves using paid and organic ways to get your business seen by the right people (Homeowners who need your services).

Some examples of organic marketing strategies are:organic growth icon

  • Blog posting
  • Social media content creation
  • YouTube videos
  • Instagram Reels
  • And more

Meanwhile, paid advertising mainly includes search engine ads (e.g., Google search ads) and social media ads (e.g., Meta ads). With that out of the way, let’s talk about what home service businesses need in digital marketing starting with the top lead channels listed in the table below:

Strategy Description Tools/Platforms
Search Engine Optimization (SEO) Optimize website and content to rank higher in search engine results, driving organic traffic. Google Search Console, SEMrush, Ahrefs
Pay-Per-Click Advertising (PPC) Use targeted ads on search engines and social media to drive traffic to landing pages. Google Ads, Bing Ads, Facebook Ads Manager
Content Marketing Create valuable content to attract and engage potential customers, such as blogs and videos. WordPress, HubSpot, Canva
Social Media Marketing Utilize social media platforms to connect with audience, share content, and engage with customers. Facebook, Instagram, Twitter, LinkedIn
Email Marketing Send targeted and personalized emails to nurture leads and maintain customer relationships. Mailchimp, Constant Contact, SendinBlue
Local SEO Optimize online presence for local searches by using Google My Business and local directories. Google My Business, Moz Local, Yext
Video Marketing Produce engaging video content to showcase services and expertise, increasing reach and engagement. YouTube, Vimeo, Wistia
Online Reviews and Reputation Management Encourage customer reviews and manage online reputation to build trust and credibility. Yelp, Trustpilot, Google Reviews
Conversion Rate Optimization (CRO) Improve website and landing page elements to increase the percentage of visitors converting into leads. Google Analytics, Hotjar, Optimizely
Influencer Marketing Collaborate with influencers in the home services niche to expand reach and gain credibility. Instagram, TikTok, YouTube
Referral Program Create a referral program encouraging existing clients to refer new customers in exchange for rewards. ReferralCandy, Referral Rock, Ambassador

Want a deeper dive into each strategy? Read on.

An Ideal Customer Profile or Buyer Persona

The very first thing you need before creating a marketing strategy is your ICP. This is because your ICP will eventually help you decide the right way forward for your brand. 

Here’s an example of an ICP for an HVAC service provider:a red and black circle with arrows around it and a person icon in the center

  • Age: 35-50
  • Gender: Male
  • Location: Suburban area, 15 miles within the company’s service radius
  • Income: $70,000+ per year
  • Homeownership Status: Owns a single-family home

In addition to the demographics, you can dig further down into their:

  • Pain points 
  • Behavioral traits
  • Service frequency
  • And more

The more you know about your target customer, the more powerful your market strategy will be.

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An Optimized Google Business Profile

If you don’t already have a verified and optimized Google Business Profile, this should be your first step.

This essentially helps your home service business rank on Google Search and Google Maps.

Here’s a screenshot of the top three businesses ranking for the search term “Best HVAC services in Chicago”:

A screenshot showing local search results

Ranking in one of these three spots means you’ll drive consistent, high-quality traffic from search engines almost on autopilot.

Here’s how you can optimize your profile for maximum visibility:

Step 1: Create and Verify Your GBP

Create a Google Business Profile with your Gmail details.

Next, claim your business by first searching for it on Google and clicking on “Claim this Business”.

Google will then verify your business through phone or email.

Step 2: Complete Your Profile

Fill in every detail of your business profile thoroughly. This includes:

  • Business Name
  • Category and subcategory
  • Contact Information (Phone number and website URL)
  • Business Hours
  • Business Description (Up to 750 characters)
  • Photos and Videos (Business logo, cover, business setup, customer reviews, etc)

Step 3: Optimize for Local SEO

This step can help you appear for relevant search queries on Google:

  • Be sure to use your target keyword in your business name, description, and posts
  • Keep your NAP (Name, Address, Phone Number) consistent across all online platforms

You May Also Like: Why is Local SEO Important for Home Service Businesses?

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Website Search Engine Optimization

Website SEO is different from Google Business Profile SEO, although it can help you get more visibility in local search results.

Having an optimized website is the right way to attract high-intent leads and move them down your marketing funnel like my friend in the landscaping business did last year:

There are two major aspects of website SEO: On-page and off-page. Let’s talk about each.

On-Page SEO

This is the process of making your website’s pages friendly to search engines and its users.content writer icon

An important aspect of on-page SEO is making sure the content on a web page has all the right words and phrases. The goal is to help search engines understand your content and rank it for relevant search queries.

However, keep in mind that search engine bots are now smart enough to understand your content and what keywords to rank it for. So, you don’t need to stuff it with your target keywords; that’s only going to work against you.

Important on-page SEO factors include:

Title and Meta Description Optimization

Your title is the first thing someone reads on your site, even the search engines. You want it to not only be attention-grabbing but get the user to continue reading. Front-loading your title with the target keyword can help its SEO.

The meta description is like a more detailed subheading visible only on Google’s results page. Use it to describe the content of the page and why people should read it.

External and Internal Links

Links that point to external sources from your site are external links; they add credibility to your content. Whereas internal links point from one page to another on the same site, offering several SEO and user-experience benefits:Link authority icon

  • Increasing the time an average user spends on your site 
  • Provide pathways for search engine bots to understand your site’s content
  • Improve navigation and conversion rate

Image Optimization 

Images take up decent space on your website, which brings down the overall page load times. Before uploading any image, make sure it’s small in size, ideally under 100 KBs.

Use a WordPress plugin like EWWW Image Optimizer to optimize your images in bulk.

screenshot of the WordPress plugin EWWW

Another aspect of image optimization is helping search engines and screen readers understand them. To do that, write descriptive ALT texts for every image on your site. Search engines can’t see your images; but, they can understand them by reading what’s written in ALT tags.

Page Load Speed

Website speed can make or break its visibility on search engines because it’s a major ranking factor. The longer a web page takes to load, the higher the chances that search engine bots will ignore it.

To make your website load within Google’s recommended time frame, follow these best practices:lazy loading

  • Optimize images for size
  • Minimize HTTP requests (More requests translate to longer loading time)
  • Enable browser caching
  • Use a content delivery network 
  • Minify CSS, JavaScript, and HTML
  • Enable GZIP compression

You can read more about website speed optimization here

UX and UI Improvements for a Home Services Websitea computer with wrenches and a screen

  • Simplify navigation with a clear and intuitive menu.
  • Use high-quality images and videos to showcase services.
  • Implement a responsive design for mobile-friendliness.
  • Include clear call-to-action buttons in strategic locations.
  • Add customer reviews and testimonials for social proof.
  • Streamline the contact form for easy lead capture.
  • Incorporate trust badges and security certifications.
  • Enhance page load speed with optimized images and code.
  • Offer live chat support for immediate customer assistance.
  • Use contrasting colors and whitespace for visual clarity.
  • Highlight promotions or special offers on the homepage.
  • Ensure accessibility compliance for all users.
  • Add a FAQ section to address common questions.

Get a Free Home Services SEO Audit by Webology

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Off-Page SEO

This primarily refers to the number and quality of backlinks pointing to your site. As a home service business owner, you can use different tactics to build links to your site. Here are some effective ones:

  • Build local citations: These are links to your website on online business directories
  • Partner with local businesses: Collaborate with complementary businesses like realtors, suppliers, etc. Request backlinks from their website in return for something valuable, such as referral leads
  • Write guest posts on information-based blogs

Top Citation Sources for Home Services Businesses

icon representing a home services business directory website

  • Angie’s List (now Angi)
  • HomeAdvisor
  • Houzz
  • Porch
  • Thumbtack
  • Yelp
  • Nextdoor
  • Fixr
  • CraftJack
  • Bark

Pay Per Click Advertising 

With PPC ads, you can get immediate traffic to your landing pages.a group of different devices

Here’s a three-step process you can use to promote your home service business with PPC ads:

Step 1: Find the Right PPC Keywords

Start by finding keywords related to your service niche. For instance, if you’re offering HVAC services, look for keywords like “HVAC services near me” or “HVAC services in [City name]”.

Google Keyword Planner is your best friend when it comes to helping you find these search queries.

screenshot of Google's Keyword Planner tool

Step 2: Optimize Your PPC Campaign

Google Ads lets you put your landing page in front of people who are searching for the keywords you found in the first step. The platform charges a specific amount (Cost per click) every time someone clicks on your ad.

So, to make everything work in a PPC campaign, you need to have an optimized funnel, from the title of your ad to the CTA on your landing page.

Step 3: Write Converting Ad Copy

Your ad’s copy decides if it will generate any clicks from Google. Clear, simple, and actionable copy almost always works.

A Google search ad has two main parts: Title and description. Attention-grabbing language, such as questions about the pain points of your audience, works great in titles.

Ad descriptions provide you more space to persuade users to click on your ad and check out your services.

Content Marketing 

Content is all about attracting your target audience and nurturing long-term relationships. Find the topics and questions your audience asks frequently online and create helpful content on those topics. These can be blog posts, social media content, and even informational blog posts.

Content marketing helps you build authority as a service provider and establishes you as an authority in the industry.

Social Media Marketing 

More than half of the world’s population uses social media. Most platforms offer powerful marketing and advertising tools to business owners. Third-party tools like HootSuite and Later can help you automate and streamline your workflows.

Paid social media ads are a perfect way to put your service business in front of the right people almost immediately. Platforms like Facebook Ads let you reach hyper-focused audiences, maximizing the chances of conversations.

As a home service business, social media should be part of your marketing strategy as it helps you build credibility. Plus, you can create an online community where customers and prospects can easily communicate with your business.

Email Marketing

Email marketing requires little ongoing investment. Done right, it can generate a game-changing ROI for you. On average, it gets businesses a return of $36 for every $1 investment.

Another good thing is you can integrate email marketing with other marketing strategy. For instance, you can convert blog post traffic into email newsletter subscribers.

Here’s how to leverage email marketing for a home service business:

Create a Lead Magnet creative lead magnet icon

Here’s a perfect way to build an email list: Offer a lead magnet, which can be anything that has value in the eyes of your target customer.

For instance, if you’re a cleaning business, offer a free cleaning checklist people can follow easily. In exchange, ask for their email addresses on your landing page or an opt-in form on your website.

Build an Opt-In Form

You can create an opt-in form or a landing page with most email marketing tools and integrate it with your email campaign. Make sure to keep your landing page focused on one specific action: Collecting email addresses.

Create an Email Sequence

An email sequence is a series of emails your subscribers receive over a period of time. A sequence can be a mix of informational and commercial emails. To build trust and authority, make sure to keep most of your emails helpful. Only promote your services after you’ve added enough value to people’s lives.

Video Marketing

Video marketing for home service businesses

Video is undoubtedly a perfect way to grab attention and get the message across quickly, especially on short-form video platforms like Instagram Reels and YouTube Shorts. Long-form videos on YouTube are great for building an audience and generating consistent traffic to your service pages.

Reputation/Review Management

Reading online reviews before investing in a business is an important part of a typical buyer journey. The number and quality of your Google Business Profile’s reviews impact your rankings as well.

What you want to do is get as many positive reviews as possible by asking happy customers for quick feedback. Make the process easier for them by:

  • Sending them the link to your GBP reviews page
  • Creating a QR code and adding it to your marketing materials

Action Items to Increase Google Reviews

  • Ask satisfied customers for reviews at the end of service or in follow-up communications.
  • Send personalized thank you emails with a direct link to leave a review on Google.
  • Incorporate review requests into your invoicing or receipt emails.
  • Provide incentives or small discounts for clients who leave a review, adhering to Google’s guidelines.
  • Promote your Google review link on social media platforms and in newsletters.
  • Ensure your Google My Business profile is complete and up-to-date to make leaving a review easier.
  • Respond to existing reviews to show that you value customer feedback.
  • Engage with your community in local events and encourage attendees to share their experiences online.
  • Display a review reminder in your brick-and-mortar location, if applicable, using QR codes linked to your review page.

Conversion Rate Optimization (CRO)

Getting a lot of high-quality traffic to your service pages isn’t enough. You need to make sure your visitors are converting into leads or customers. Conversion rate optimization is the process of optimizing every part of your landing page for conversions, whether it’s filling out a contact form or calling your business.

Influencer Marketinga woman holding a phone with a megaphone

Did you know you could get your business in front of a ton of people within a day without having to build an audience yourself? Influencer marketing lets you leverage an already-built audience in your industry. For instance, as a home service provider, you can work with realtors on Instagram with a decent following.

Why Choose an Agency?

If you’ve read this far, it might be tempting to think you can do it all alone. From experience, we’ve seen that it’s often better to hire a specialist because there just isn’t a lot of time in the day to negotiate with influencers and write meta titles when you should be focused on your core business and customer service. Here’s just a few of the advantages of hiring a digital marketing agency like Webology to handle your online presence:

Benefit Description
Access to a Full Team Gain the expertise of a complete digital marketing team, including strategists, designers, content creators, and analysts, for a comprehensive approach to your marketing initiatives.
Cost-Effective Solutions Partnering with our agency eliminates the need for costly in-house hires, offering scalable services that fit your budget and deliver ROI.
Advanced Tools and Technology Leverage cutting-edge marketing tools and platforms for data analysis, automation, and customer engagement, ensuring you stay competitive in the digital space.
Data-Driven Strategies Benefit from campaigns driven by analytics and KPIs that are meticulously tracked, ensuring every decision is backed by insightful data.
Increased Online Visibility Boost your brand’s presence across search engines and social media platforms, reaching more potential customers and driving traffic to your website.
Customized Marketing Plans Receive tailored marketing strategies designed specifically for your home services business, ensuring that your unique needs and goals are met.
Time-Saving Focus on running your business while we manage and optimize your digital marketing efforts, saving you time and ensuring efficient results.
Expert Guidance Benefit from the experience of seasoned marketing professionals who stay updated on industry trends to provide you with the best advice and strategies.
Improved Customer Engagement Enhance your interaction with customers through targeted campaigns and personalized content, resulting in better customer relationships and retention.
Ahead of Competition Stay ahead of your competition by adopting innovative marketing practices that set your home services business apart in the marketplace.
Comprehensive Reporting Receive detailed reports on campaign performance, providing transparency and insights that allow you to understand your marketing ROI better.
24/7 Support Access continuous support from our dedicated team, ready to address any questions or issues you may have, ensuring peace of mind.

Market Your Home Service Business with Us

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My last bit of advice is that you should audit your internal sales processes immediately when you hire an agency or start any new campaign to generate inbound leads. How your staff handles the first call can mean the difference between a sale and a lost customer. But if you follow this list below you can ensure a high close rate on your digital marketing efforts.

Steps for Customer Service Representatives to Ensure a High Close Rate on Inbound Calls

  • Answer calls promptly and use the customer’s name to create a personal connection.
  • Listen actively to understand the customer’s needs and concerns without interruptions.
  • Maintain a friendly and professional tone throughout the conversation.
  • Ask open-ended questions to gather more information about the customer’s requirements.
  • Present clear and concise information about the services offered by the company.
  • Highlight the benefits and value of choosing the company’s services over competitors.
  • Address any objections or concerns the customer may have effectively.
  • Provide personalized solutions tailored to the customer’s specific needs.
  • Offer a variety of service options to suit different budgets and preferences.
  • Ensure the customer is aware of any promotions or discounts currently available.
  • Confirm the customer’s understanding and agreement on service terms and conditions.
  • Encourage immediate action by creating a sense of urgency or offering limited-time deals.
  • Reiterate key benefits and express enthusiasm for serving the customer.
  • Provide clear next steps and ensure a smooth transition to scheduling or booking services.
  • Thank the customer for considering your services and confirming their contact details for follow-up.
  • Follow up promptly on any pending inquiries or service requests to reinforce engagement.
  • Solicit feedback after the call to improve future customer interactions.
  • Complete any necessary documentation accurately to record the details of the interaction.

Questions Home Service Business Owners Ask Us

a question mark drawn on a paper above the words Frequently Asked Questions

Q: Why is digital marketing important for home service businesses today?

A: In the digital age, having a strong online presence is crucial for home service businesses to stay competitive and attract new customers. Digital marketing strategies enable these businesses to reach their target audience effectively through platforms like Google Ads and Facebook, ensuring increased visibility, engagement, and customer traffic.

Q: How can Webology help enhance my home service business’s online visibility?

A: At Webology, we specialize in crafting tailored digital marketing strategies for home service businesses. By focusing on SEO, utilizing local SEO tactics, and managing online reputation through reviews and content marketing, we ensure that your business gains optimal visibility in search results, attracts potential customers, and builds trust.

Q: What role does social media play in home service business marketing?

A: Social media platforms like Facebook allow home service businesses to build brand awareness and engage directly with their local community. Through targeted ads and regular content updates, businesses can maintain strong connections with existing customers and attract new ones, further enhancing their online presence.

Q: How does partnering with Webology benefit home service businesses?

A: Partnering with Webology ensures access to expert, customized digital marketing strategies that cater specifically to the demands of home service businesses. Our track record of delivering results, combined with our experience in lead management, content creation, and performance tracking, enables us to drive growth and enhance your brand presence effectively.

Q: What digital marketing strategies should I incorporate for optimal results?

A: A comprehensive marketing strategy should include SEO to improve search rankings, content marketing through blogs and videos, and an email marketing campaign to keep customers informed. Additionally, investing in PPC advertising, local SEO, and online reviews can boost credibility and lead generation. Webology can help tailor these strategies to your business’s unique needs for maximum impact.

Next Steps to Consistent Home Service Lead Genmarketing strategy icon

As a business owner, the quality of your service and customer support are two of the most important factors to focus on. As soon as you get your first few clients, do your best to make them happy and try to get positive reviews out of them.

Several digital marketing strategies work perfectly for service-based local businesses. GMB optimization for local search queries and website SEO are probably the most important. This is because they establish your brand’s presence in the biggest search engine Google.

Social media marketing, email marketing, video marketing, and influencer marketing can help you build a stronger brand in your locality and convert more prospects into customers. Lastly, managing your online reputation is key to building a brand people trust and rely on. So, track everything that’s said about your business. If it’s a negative comment or feedback, address it professionally as soon as possible.