Home services & contracting
An emergency search converts in minutes, or it converts with your competitor.
The businesses winning this category aren't always the best-ranked. They're the ones who pick up.
Home services searches skew urgent and local — a burst pipe or a broken furnace doesn't wait for a slow website to load or a callback the next morning. Cost per lead here runs higher than most local verticals, and the industry's own research shows roughly six in ten actual hires still happen through prior experience or referral rather than a paid channel at all.
That combination — expensive paid leads, referral-dominant hiring, and genuinely urgent search intent — makes this one of the categories where response speed and reputation compound fastest, for better or worse.
The recurring problems.
Not universal, but common enough that they are the first things worth checking.
- 01
A phone number that isn't actually tappable on mobile
The single most common, lowest-effort-to-fix conversion problem in this category, and still common enough to check for directly.
- 02
Response speed nobody has measured
Most contracting businesses have never timed their own callback speed against an urgent enquiry — and it's usually the highest-leverage number to know.
- 03
Review programmes that run in bursts, not consistently
A cluster of reviews after a slow quarter, then silence for months, reads very differently to a prospective customer than a steady, ongoing pace.
- 04
Seasonal demand treated as unpredictable rather than planned for
HVAC, roofing and similar trades have genuinely predictable seasonal swings that most marketing plans don't actually plan around.
What tends to matter most here.
- Google Business Profile and Maps visibility for urgent, high-intent searches
- A measured, deliberately fast response process for new enquiries
- A consistent, ongoing review request system rather than occasional bursts
- Seasonal demand planned for in advance, not reacted to
The work that usually leads.
Let’s build something worth finding.
Tell me where search stands for the business. I will say which part of the work matters first, and what it would take.
Replies usually go out within one working day.