By Jenna Dellano, SVP of Client Services, weKnowDigital
In today’s fast-paced, technology-driven world, businesses must adapt to stay competitive, especially service area businesses like plumbers, electricians, HVAC technicians, roofers, landscapers, lawn care providers and more. Unlike brick-and-mortar companies, service area businesses don’t operate out of a storefront; instead, they serve clients at their homes, relying heavily on online visibility and customer reviews to grow. For businesses like these, digital marketing is no longer optional—it’s essential.
Explore the specific ways digital marketing services can help members of the Greater Reading Chamber Alliance (GRCA) grow their businesses.
Why Digital Marketing is Crucial for Service Area Businesses
It’s essential to understand why digital marketing is so critical for home service providers. The nature of these businesses means they depend largely on their local reputation, online presence and ability to be easily found by people in need of their services. Potential customers often make decisions based on online reviews, search engine results and the information available about a company online.
Unlike traditional storefronts, where foot traffic and location play a significant role, service area businesses rely on search engines and online directories to connect with homeowners in need of immediate assistance. A plumber or roofer must be found online quickly, with compelling information, reviews and credibility to make it to the top of a customer’s list.
Key Services to Help Service Area Businesses Thrive
Here’s a closer look at some key services that specifically benefit service area businesses.
- Review Responses and Solicitation
Online reviews are the lifeblood of a service area business. In fact, more than 85 percent of consumers trust online reviews as much as personal recommendations. Positive reviews not only influence potential customers but also contribute to better search rankings. Manage your reviews by responding to both positive and negative feedback, showing prospective customers that you are engaged and responsive. A proactive approach improves your online reputation and builds trust with potential customers who may be comparing your business to competitors. By managing reviews efficiently, your business will appear more credible to potential clients, fostering trust and increasing conversion rates.
- Citation Management
Accurate and consistent business information across the internet is vital for ranking well in local search results. Citations—mentions of your business name, address and phone number (NAP) on websites like Yelp, Angi and directories—help build authority with search engines. Inconsistent or incorrect citations can confuse search engines, leading to poor rankings. The main goal of citation management is to ensure your business details are accurate and consistent across all online platforms. This not only improves your local SEO but also makes it easier for customers to find and contact you. Consistent citations mean higher rankings in local search results, leading to increased traffic and more service calls.
- Google Business Profile Management
Your Google Business Profile is one of the most powerful digital tools for service area businesses. It’s often the first thing customers see when they search for your services. A well-optimized Google Business Profile can dramatically improve your visibility in local searches, increasing the chances that your business will appear in the Google local pack—the top three results on a local search page. To capitalize on this, make sure your Google Business Profile has accurate business information by adding relevant keywords, posting regular updates and encouraging customer engagement through reviews. An optimized Google Business Profile boosts your local visibility, driving more qualified leads to your website or directly to your phone.
- Google Local Service Ads Management
Google Local Service Ads are an important tool for service area businesses. These ads appear at the top of search results, above regular pay-per-click ads and organic listings. They are pay-per-lead ads, meaning you only pay when a potential customer contacts you, making them highly cost-effective. Running these ads can be challenging, as Google places strict requirements, including insurance checks, licensing checks and background checks on employees who visit customers’ homes. Local Service Ads provide instant visibility, helping you reach customers when they need your services the most, resulting in more qualified leads and a higher return on investment.
- Website Development
A professional, fast-loading and mobile-friendly website is crucial for any service area business. Your website serves as a digital storefront, giving potential customers their first impression of your business. If your site is outdated, slow or difficult to navigate, you risk losing valuable leads to competitors. A well-designed website not only attracts more visitors but also converts them into paying customers through easy navigation, clear calls to action and fast load times.
- Search Engine Optimization (SEO)
Getting your website to rank high in search engine results is essential for long-term success. SEO is a complex, ongoing process that involves optimizing your site for specific keywords, improving technical aspects like site speed and earning backlinks from reputable websites. Your SEO should focus on helping your website rank for the keywords your potential customers are searching for, such as “emergency plumber” or “affordable lawn care.” You also want to ensure that your website adheres to Google’s evolving algorithms to improve your rankings over time. A strong SEO strategy brings more organic traffic to your website, resulting in a steady flow of leads without the ongoing cost of paid advertising.
By combining these essential digital marketing services, you can create a lead-generation funnel that will keep your team busy. With more consumers turning to the internet to find reliable local services, it’s crucial for service area businesses to have a solid online presence.
For GRCA members, investing in digital marketing is one of the best ways to ensure long-term growth and success. With services tailored to the unique needs of service area businesses, we are here to help you increase your visibility, attract more customers and thrive in today’s competitive landscape. WeKnow Digital can take care of your digital marketing needs so you can focus on what matters most—growing your business. GRCA members can receive 20 percent off WeKnow Digital services for life. Schedule a consultation to see how we can help you improve your online visibility without breaking the bank!