Digital Marketing Must-Haves for Your Home Services Business

By Doug Gunsolley

Marketing for businesses that serve the homeowner (think plumber, landscaper, roofer, etc.) has always been competitive.  But in today’s digital environment, having the right online presence can make a big difference in the success of your business.  Today’s busy homeowners are searching and sourcing online for services more than ever.  Here are some tactics and strategies to help your home services business leverage your digital presence to capture these customers.

Mobile-Friendly Site

Eighty percent of Internet users regularly browse the web on a mobile device. Additionally, Google recently decided to reduce the search engine ranking of websites that aren’t optimized for smaller screens. Due to these two factors, it’s become essential that your website is mobile friendly.  Having a responsive website that looks great and loads quickly on desktop, tablet, and mobile will help more users connect with your business.  Google studies also show that sites that are not mobile friendly are more than twice as likely to get abandoned than ones that are. If your site loads slowly or isn’t compatible with a mobile screen, your bounce rates are likely to increase. So, make sure your site is optimized for mobile with clear messaging about your business and strong call-to-actions to convert those site visitors into leads.

Accurate Listings Management

Having accurate business information on search engines and directory sites’ listings is critical for local search engine rankings.  Since Google can trust the businesses with accurate and consistent data, it ranks those businesses higher, making them more visible to searchers. Those with poor listings are pushed down in the search rankings, where customers are less likely to click on them and Google is less likely to be blamed for providing its users with inaccurate information.


Studies show that, depending on demographic, up to  95% of consumers read online reviews before contacting a business.  Studies also show that even one negative review can drive away 30 potential customers. Reviews are also a factor in Google local search results. Therefore, it is imperative that businesses actively manage their online reputation so potential customers have confidence in reaching out.


SEO, or Search Engine Optimization, is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.  Getting higher rankings for the services and products you offer leads to increased visibility and the likelihood that more potential customers will find you when they are searching online.  Good SEO is a long-term strategy to help keep your company visible and protect your rankings from search engine algorithm shifts.

Social Media

Your social media presence can provide a myriad of benefits to your business. Since over 80% of U.S. adults have a social media presence, sites such as Facebook and Instagram allow you to reach customers in a more informal way.  Sharing photos of completed projects, accomplishments of employees, and information about your community can help give a sense of your company’s personality and values.  Additionally, the reach and scale of these social media sites gives your business a larger overall digital footprint.


Everybody loves to feel they are working with an expert in an industry.  Having a blog where you can discuss important topics and tips in your trade will allow you to show off your expertise and thought leadership. Being an authority in your field will allow customers to be confident in using your services.

These are just a few of the tactics and strategies that companies who target homeowners can employ to help their online presence.  Here at Connoisseur Digital we help many local businesses improve their online presence using these and additional tactics.  To learn more about how we can help your business grow, contact us today!

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