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Do you want to earn more jobs in 2025? If so, it’s time to invest in home services marketing. From plumbers to roof repair companies to lawn care companies, all home services companies can benefit from a comprehensive and custom marketing strategy.
The home services market is competitive, so you can’t afford to sit on the sidelines and hope you’ll land some jobs. You need to actively build your business’s marketing to put yourself in front of homeowners looking for your services.
Not sure where to start? We’ve got you covered! Here are some strategies we’ll cover:
“The home service industry is growing, and it is more competitive today than ever before. Digital marketing offers home service companies the ability to compete for customers online, regardless of their size or budget. Through channels such as organic search, paid advertising, and Local Services Ads, digital marketing facilitates customer engagement and provides companies with access to new potential clients.”
8 home services marketing strategies that help you earn more jobs
So, what home services marketing strategies can you use to grow your business?
1. Use local search engine optimization (SEO) to reach leads in your area
If you want to grow your home services company through marketing, start by investing in local SEO. Local SEO focuses on targeting keywords related to your services and location to help you drive leads looking for a provider in their area.
Targeting local search queries is crucial for business growth. Not to mention, local searches are becoming more popular — search queries including the phrase “near me” or “close by” have seen a 900% increase in the last two years.
Here’s how to start with local SEO:
Task
Why you should do it
How to start
Optimizing for local keywords
It helps you appear in location-based searches, like “near me,” “close by,” or “in [location]
Use a keyword research tool to identify location-based keywords and identify keyword modifiers (“best,” “top-rated”) to target with keywords.
Optimize local listings
People rely on local listings to tell them important information about home services businesses, like hours of operation, services offered, etc.
Make sure your information is accurate on platforms like Google Business Profile, Yelp, Angi, and other third-party websites.
Add local business schema (structured data)
It provides search engines with relevant local information, so you can improve your visibility in local searches
2. Invest in Google Local Services ads to reach qualified homeowners
Another key component of home services marketing is running Google Local Services ads. These ads appear at the top of local search results when people want to find a provider in their area.
Local Services ads are a great way for you to reach people looking for a home services provider. Since these listings are backed by the Google Guarantee, people feel more confident about choosing your business to handle the job.
Additionally, you only pay when people contact your business, making them a great option for earning qualified leads with your home services marketing budget.
Here’s how you can make the most of your Google Local Services ads:
Add your business details to provide insight into your company (years of service, whether you offer 24/7 services, etc)
List all the services you provide to indicate you’re the right person for the job
When people need to find a home service provider, they’re turning to search engines like Google to help them find the right one. That’s why having an SEO strategy is crucial for ensuring those leads find your business first.
With SEO, you optimize your website to improve your ranking in search results and reach more homeowners looking for your help.
So, what does SEO entail for a home service business like yours? Here are some basic components of SEO for home service companies:
Task
Why you should do it
How to start
Identify industry-relevant keywords
Keywords are what you audience searches to find your information and services, so you need to optimize for them
Use a keyword research tool, like KeywordsFX, to find industry-relevant keywords (ex. “how to fix a clogged drain” or “best products to maintain your lawn”)
Optimize for mobile
Many homeowners search for providers on their phones and tablets, so you want to ensure they have a good experience on your website
Use a responsive layout for your website to ensure it adapts to all device screens
Optimize search listings
What appears in search results is what entices people to click, so you need to optimize those components to show relevancy
Create descriptive title tags and meta descriptions that target your core keyword and show relevancy to the keyword targeted
4. Share your home services knowledge through content marketing
Another strategy you can use when doing digital marketing for home services companies is content marketing. Content marketing involves sharing helpful, industry-related information with your audience.
By posting valuable content, you can establish your home services company as an industry leader, and people will be more likely to trust your business if they come across helpful information you publish online.
Let’s use a landscaping business as an example. Here are some different types of content you might create:
A blog post with tips on how to care for your lawn
A video on signs your lawn isn’t healthy
An infographic on seasonable landscaping tasks
An article on why hiring the right landscaping company matters
A beginner’s guide to landscaping
You can touch on numerous topics within your industry to help make your content resonate with homeowners.
Plus, search engine crawlers love content, so posting fresh, quality content can boost your SEO efforts.
5. Manage your home service company’s reputation
Did you know that 94% of people say reviews make them avoid a business? Your business’s online reputation has a big impact on whether people hire you for their home services needs.
Keeping track of reviews enables you to know what’s happening on
Monitor popular review platforms like Google, Yelp, Angi, Nextdoor, and more.
Respond to reviews
Responding to reviews shows people you’re listening and value them
Carve out time each week to look at reviews and respond, whether positive or negative
Ask for reviews
Building a strong review profile will help build trust with prospects and get more people to choose your business
Send follow up emails after completing a service to invite people to review your business.
Investing in earning and managing reviews for your home service company will help you build your business’s reputation and earn more customers.
6. Use email marketing to stay connected with leads
The home services industry is highly competitive, which means you need to keep your company top of mind for your audience. Email marketing is a great way to keep your brand top of mind for people thinking about hiring your home service company.
You can encourage people to sign up to receive email updates when they visit your website, blog, and social media pages.
Personalizing emails:Personalization is crucial for keeping your audience interested because not everyone comes to you for the same services. If you’re an HVAC company, for example, some people may be interested in heating, while others come to you for air conditioning. Personalization helps you cater to different audiences.
Creating enticing subject lines: Creating an enticing subject line is crucial for getting people to open your email and read the information you shared.
Designing your emails: Creating a professional email format helps build brand recognition and provides your audience with a smooth reading experience.
7. Use PPC ads to reach homeowners searching for a provider
If you want to reach more homeowners, consider running PPC ads. PPC ads appear at the top of relevant search results above organic listings.
PPC ads enable you to target industry-related queries by bidding on relevant keywords. Your position, bid amount, and other factors influence your positioning.
So, what goes into running a PPC campaign? Here are a few things you’ll do if you opt to make this strategy part of your home services marketing plan:
Keyword research: As we mentioned earlier, you target keywords in your ads to help them appear in relevant searches. You’ll need to conduct keyword research to identify the best keywords and see if the average cost per click (CPC) fits with your budget.
Set and adjust bid amounts: Your bid amount is how much you’re willing to pay when someone clicks on your ads. When you invest in PPC, you’ll set bid amounts and continually adjust them, based on performance, to get more from your budget.
Create ad copy: Your ad copy is what appears in search results. You’ll need to write compelling ad copy about the home service you’re promoting to get people to click on your ads.
Create custom landing pages: Your landing page provides ad clickers with more details about your services. If you advertise your roof restoration services, for example, your landing page would focus solely on information surrounding that service.
PPC advertising is a great way for home service providers to obtain qualified leads that want to hire a professional like you.
8. Use social media ads to reach people as they scroll
If you want to keep your company top of mind for homeowners, you need to make social media advertising part of your home services marketing strategy. Running social media ads enables you to put your brand in front of people as they scroll through their social media feeds.
In the context of digital vs. traditional marketing for home services companies, reputation management and online reviews play a significant role in attracting new customers. It provides you with a great opportunity to remind people of your home services company and keep you in their mind as they make decisions.
Here’s how you can create the best home services social media ads for your business:
Choose a relevant, high-quality visual: Social media ads are typically visual ads, which means you need to choose the right image or video for your promotion. Make sure it’s relevant to your ad, high-quality, and eye-catching.
Refine your target audience: Social media platforms offer precise targeting that enables you to reach specific audiences. Refine your ad targeting to help you put your social media ads in front of the most interested leads.
Create a custom landing page: Custom landing pages are crucial for keeping your audience engaged after they click on your ad. Tailor your landing pages to focus on the information shared in the ad copy, so users get more information about what you advertised.
Not only do you need to choose the right home services marketing strategies for your business, but you need to track and measure them to ensure they’re driving results. You need to set up tracking and analytics so you can see what campaigns help you grow your business.
You can use free tools like Google Analytics and Google Search Console to help you track the performance of your search strategy and ad campaigns.
If you’re looking for something more all-in-one, RevenueCloudFX is a great option. It enables you to do everything from call tracking to viewing content performance to ad tracking.
Having the tools in place to track your home services marketing strategies will help you keep tabs on your performance and make adjustments to improve.
When it comes to home services marketing, the key is to leverage tools that help make your marketing easier to do and manage. Many marketing tools can help you automate and simplify tasks, so you don’t have to spend time each day on those small tasks.
Here are some different types of marketing tools you can use:
Customer relationship management (CRM) platforms: CRMs, like ServiceTitan and Nutshell, help you track information about your audience, so you can better market to them. You can use CRMs to do tasks like scoring leads to focus on the most important ones first, automating promotional emails, and sending service appointment texts.
Analytics tools: Analytics tools enable you to track the performance of your campaigns, like your search strategy and advertisements. You can use tools like Google Analytics or RevenueCloudFX to help you keep tabs on your campaign performance.
Email software: Creating, scheduling, and sending emails is easier with software. Platforms like Customer.io or Campaign Monitor help you plan out emails, schedule them to send, and track your email performance all in one place.
Supporting tools: Supporting tools help you complete specific tasks for a specific strategy. Keyword research tools, for example, help with your SEO and PPC. Design tools help you create visuals for campaigns. You can use these specialized tools to help aid your marketing strategies.
The strategies listed above are tried-and-true home services marketing tactics, but there are other alternative tactics you can try that other home services companies may or may not be leveraging.
Here are some strategies you can start investing in today to get a competitive edge:
Start optimizing for AI search: AI search is the newest kid on the block, with platforms like ChatGPT and Perplexity taking center stage. Taking an OmniSEO™ is the key to appearing in these AI searches. With OmniSEO™, you optimize for conversational queries and build your brand visibility to rank better in AI searches.
Get on Nextdoor: Nextdoor is an app that allows people to connect people in their neighborhood, but it’s also a way for businesses to connect with their community. Leverage the platform to build up your home services’ brand and reputation within the community.
Build a presence on forums: Reddit and Quora are becoming increasingly popular places for people to find information. Becoming active on these platforms and answering common questions on topics in your industry can help build your brand recognition and authority.
Earn more leads with home services marketing
As a home services marketing company, we understand what it takes to drive results for home service providers.
If you want to get a leg up on your competition and stand out in your market, it’s time to partner with a trusted agency like WebFX. With over 29 years of experience in digital marketing, our experience team can help you grow your bottom line and boost company revenue.
If you’re ready to boost your revenue and customer base, we’re ready to help you do it. Contact us online or call us today at 888-601-5359 to get your free, no-obligation quote!
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Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
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When people or businesses need home services in their area, they take to search engines like Google. Ensure your website appears at the top of the results when your target audience needs your services.
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The WebFX team is made up of more than 500 subject matter experts in digital marketing, SEO, web design and web development, social media, and more. Together, they’ve helped WebFX’s clients earn more than $6 billion in revenue from the web — and that’s just in the past five years.@webfx
