Around 25 years ago, getting the attention of new and existing customers as a home service provider was simpler. Between billboards, phone book advertisements, and word of mouth, good quality work was rewarded in additional leads, phone calls into your shop, and repeat service.
With the advent of the internet, everything changed. While advertising on billboards, in radio, and on TV are still effective, your biggest competition is whoever is at the top of the Google search for “home services near me.”
Even though the medium has changed, you aren’t alone in targeting your local audience — RicketyRoo is in your corner, helping you launch and manage your local digital strategy. After all, we wrote the Wix Studio Academy course on local SEO.
After working on digital marketing plans for home service providers across the country, we know what strategies lead to success. Here are the ten digital marketing tactics you need to know for your home service business in 2025.
1. On-Site Local SEO
The core of any home services digital marketing plan is on-site local SEO. Performing a deep dive into keyword research and optimization can help you not only identify how your customers are searching for you but what they need most when looking for your services.
Location pages are the heart of an on-site local SEO strategy. By creating unique location pages for everywhere you serve, you can give yourself a boost when people search for your services either in their city or near them. Developing a local landing page checklist can get you on the road to getting found faster.
2. Google Business Profile Optimization
When it comes to local SEO, Google Business Profiles can help you stand out and drive more inbound leads from your website. With every local search, Google showcases three businesses at the top based on relevance, proximity to the searcher, and the company’s prominence.
This is why it’s crucial to optimize your Google Business Profile. By completely filling out your Google Business Profile and keeping it up-to-date on a weekly basis, you can easily boost your visibility, get found faster by local clients, and ultimately showcase why you are the best home services provider in your area.
3. Link Building
At the beginning of this blog, we talked about how important word-of-mouth referrals are to home service providers. There’s a digital version of that as well, and it comes in the form of links back to your website.
Link building for local relevance is a crucial way to give your website a significant SEO boost through credibility from other well-respected websites. Local link building from relevant sites like chambers of commerce and local nonprofits you sponsor doesn’t just add a new inbound point to your site but also indicates to search engines that your business is credible and capable. To get started, list local partners and organizations who could link back to your site.
4. Google Ads/PPC
As a home service provider, radio and television ads are a great way to build brand awareness and community trust. But how will you get a homeowner’s business when they are searching online because they need your services now?
Pay-per-click Google Ads are a great way to not only ensure top-of-page placement in search engines, but also can also be a smart investment for your business. Not only are advertisements placed at the top of the search results, but Google also has a specific category of ads for local services. Although it comes with an upfront cost, pay-per-click advertising provides a strong return on investment when done right.
5. Google Analytics, Search Console, Looker Studio, and More
Understanding your audience is critical to building your business over the long run. When local residents perform a search or visit your website, you get the benefit of valuable data that can help you truly understand who your target customers are.
Tools like Google Analytics, Search Console, and Looker Studio can help you understand who is coming to your website, what they are looking for, and information on when they are (or are not) calling or submitting a contact form online. With these tools, you can make better decisions to improve your local SEO, improve the discovery process for your home services business, and ultimately drive people through the buyer’s journey faster — resulting in happier customers and more business for your team.
6. Organic and Paid Social Media
You have a website, an analytics platform installed, and an optimized Google Business Profile — all great steps for business visibility! Now, the next step is to ensure your business is on social media.
Your customers expect you to be on social media as another point of validation. If you aren’t on Facebook, Instagram, TikTok, and other sites, you could be losing a significant amount of business to your competition. Posting new content only takes a couple of minutes per day and allows you to earn additional ratings from your customers, giving your business a credibility boost. Plus, social media ads can let you target your core customer where they already are!
7. Content Creation and Marketing
Before a customer hires any home service provider, they want to ensure that the company they choose is competent and understands local challenges. One way your business can shine is through driving local narratives in content marketing.
Your website content is a powerful tool that not only tells your unique story but also educates future customers about the importance of regular home service. By answering your audience’s questions about their homes before they need critical maintenance or repairs, you can start building trust immediately and create a powerful narrative that they will hold onto when they need your services.
8. YouTube and Other Video Content
Videos on YouTube, Instagram, TikTok, and other visual content platforms don’t need to be well-scripted and perfectly staged. On the contrary, the best videos are created with genuine intention and a well-explained point.
Video content not only helps a home service provider create an identity, or “face,” of the brand — it’s also an important part of overall search health. Embedded videos on your site visually answer your customers questions as they go through the buyer’s journey, while searches on Google and YouTube can get your business featured when your audience is looking for answers.
9. Website Design and UX
Building a website isn’t just a “once and done” task. Just like the other tools of your trade, your website design needs to be regularly revisited and updated to fit today’s audiences and their expectations.
Old, hard to use websites can turn off users, preventing them from converting online and choosing a competitor instead. Partnering with a company that can help you keep a modern presence online can help you gather more leads and give you more credibility with your future customers.
10. Reputation and Brand Management
Getting good local reviews is only one part of the brand management playbook. If you want to secure conversions from your website, you’ll need to ensure you put your best foot forward digitally to all your customers.
Reputation management ensures your audience sees positive information about you when they Google your name. This means putting out a variety of content that establishes you as a leader, from local problem solving content about common home service needs, to showcasing the solutions you provided for satisfied local customers. Everything you can do to establish credibility gets you closer to setting an appointment for home service.
Digital Marketing Can Move the Needle for Home Services Businesses
Creating the right digital marketing platform for a home service provider is essential to stay in front of today’s online-first customer base. However, home services digital marketing doesn’t have to be a difficult or cost prohibitive task. Of all the marketing options available to your business, digital marketing can offer the lowest cost of entry with the highest rate-of-return. It’s all about understanding how SEO plays into your overall goals, managing your reputation across search engines and social media, and providing the content your customers need when searching for a reliable and trustworthy provider.
If you’re stumped with managing your digital marketing, we can help! RicketyRoo is your partner for home services digital marketing, helping our clients get found faster with positive results, resulting in more business. Schedule a conversation with us today to learn how we can help your business grow online.
