Articles

16 Home Services Marketing Tips (That Actually Work)

date posted

12/01/24

read time

15 Mins

On Hook Agency's website, a professional in a denim shirt and tool belt embodies the essence of home services marketing by meticulously writing on a clipboard. The tool belt, filled with various tools, signifies preparedness for any challenge. A cardboard box is subtly visible in the background.

We want to be your partner for your home services marketing efforts, but more than that, we want to help you evolve.

Why Evolve?

  • Evolve past non-specialized marketing agencies who don’t live and breathe home services.
  • Evolve past complete dependence on low-end, shared leads.
  • Evolve past not getting clarity on the best strategies for home service marketing.
Home Services Marketing Tips and Guide - On Hook Agency's website, a professional in a denim shirt and tool belt embodies the essence of home services marketing by meticulously writing on a clipboard. The tool belt, filled with various tools, signifies preparedness for any challenge. A cardboard box is subtly visible in the background.

In this guide, we’re going to share home services marketing tips, 3 important keys to a successful lead-generating home services website, how to take control of your own social media and video marketing, 3 crucial tactics for Home services SEO, and 3 killer tips for getting more out of your home services Google ad campaigns.


16 Best Home Services Marketing Tips

You may want to skip straight to paying an outside home services marketing company to do everything for you. We believe that could be a mistake.

Why Own Your Marketing?

First of all, you want to OWN YOUR MARKETING, and some home services marketing agencies don’t let you do that. Second of all, even when you outsource parts of your marketing strategy, you still want to act as the ‘general contractor’ for your marketing efforts, running point on tactics. No one cares more than you do about the lead flow for your home services company.

Here are our 16 best tips for maximizing your home services marketing in 2023:

  1. Have an easy-to-remember iconic name and a bold, friendly brand.
  2. Take complete ownership of your results, and start learning marketing.
  3. Set up your Google Business Profile and fill it out completely.
  4. Ensure consistent branding across all platforms, and set up social pages that look professional. Share on your personal social channels that you’d love to help!
  5. Share helpful content – short videos, how-to’s, and answers to common questions. It doesn’t have to be fancy, just useful and authentic.
  6. Get a basic website at least and get listed on every local directory you can, but keep your name, address, and phone number consistent.
  7. Be aggressive about getting 5-star reviews on Google.
  8. Run Google Local Service Ads (Google Guaranteed).
  9. Put out yard signs when appropriate.
  10. Wrap your trucks with bold, memorable designs that focus on making your company name stick in people’s minds.
  11. Create awareness in neighborhoods where you’re establishing a stronghold (door-knocking, direct mail – expand your base of power!).
  12. Treat every customer like they will refer you 5 times and constantly follow up with everyone who has contacted you (email marketing is a great way to do this).
  13. Consider hiring a specialized Google Ads team to be more aggressive.
  14. Answer your most common customer questions with videos.
  15. Build referral partnerships with other home service businesses, realtors, and insurance agents.
  16. Be active in local Facebook groups, NextDoor, and use social media and content to attract great referral partners.

Plumbing Marketing Agency Services

Why Home Services Digital Marketing Strategies are Different

Home services marketing is not what most marketing agencies are used to…

Why Is It Different?

  • Home services marketing is hyper-local.
  • Home services marketing is focused completely on homeowners.
  • Home services marketing is best when your marketing agency lives and breathes it, and everything they do is dedicated to getting more leads.

Work with a marketing agency that specializes in roofing, HVAC, plumbing, and other home service companies! Many marketing agencies handle marketing for 20 different types of clients, but we believe it’s best to get an agency that understands home services in and out and is constantly learning. For example:

  • Every single Google ad we write is targeted at homeowners.
  • Every single blog post we optimize is to generate leads for home service businesses.
  • Every single website element we create is intended to be persuasive for homeowners.

HVAC and plumbing website design inspiration for 2024, Home services marketing strategies - for hvac, plumbing, electrical and roofing home service contractors

3 Important Keys to a Successful Home Services Website

In home services digital marketing, your website is the cornerstone by which potential customers judge you, and all the rest of the components will live or die based on its effectiveness. Any home services business that neglects their website will spend way more money on every type of marketing they do.

Instead, take the time to fully consider these 3 crucial components of your home services business website to win more business, more easily, every time.

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Bold Text: "Claim Yours Now"  
Note with Arrow: "Exclusively for Home Service Companies"  

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1. Focus on the Customer with Reviews and Testimonials

Your home services business lives and dies by what your customers say about you. One particularly powerful way to charge up your marketing is by working the key themes you’re seeing in your reviews into your headlines and website copy.

Besides this, of course, you should feature direct quotes, photos of happy customers, and videos whenever possible. Always make your website headlines focused on the customer and their problems, not your company. This one powerful switch could transform your home services marketing strategy into a powerhouse.

2. Draw Attention to the Next Step You Want Them to Take, and Make It Easy

Home services marketing isn’t generally considered sexy. People aren’t trying to explore 20 pages on your site before calling you or submitting a service request. That’s why we believe the call-to-action (CTA) should be front and center and grab as much attention as possible.

This may seem a bit pushy in some industries, but in home services marketing, it’s exactly what potential customers want. They want it to be simple and obvious. We achieve this by featuring the full form right away on every selling page. Some home services businesses make the mistake of directing users to a second page before allowing them to contact the business. But as a homeowner, I want it to be as simple and easy as possible.

3. Create ‘Buckets of Content’ and Make Sure Your Website is Always Expanding

Home services companies that want to attract as many local customers as possible through search engines should utilize ‘buckets of content’ so they have plenty of bait out on the internet to attract potential customers as part of their search engine optimization strategy.

Search engine optimization starts during the website design process:

  • Creating deep enough web pages so search engines can actually understand what each page is about.
  • Including the right local schema and meta data for local SEO to capture local searches.
  • Developing individual pages for each of their home services, and ensuring easy navigation with minimal clicks to access each one. This helps potential customers get the information they need quickly.

Keep in mind this is just the beginning. You must also include the basics, like listing your licensing and insurance information if required by law in your area for home service businesses.


Three technicians expertly install roofing shingles on a brown shingle roof, exemplifying cutting-edge home services marketing strategies. The scene captures one worker in an orange shirt precisely aligning the panels, another in yellow hoisting a panel into place, while the third provides essential support. Surrounding them are strategically positioned tools, wires, and equipment.

How to Take Control Over Your Own Social + Video Marketing for Your Home Services Business

Not every marketing tactic makes sense for an agency to handle. We believe it’s very difficult for an outside agency to do social media better than you can internally. Trust us! We’ve tried.

Here’s the low-down on how to get the most out of your social media marketing.

Why You Should Be Doing Your Social Media In-House

So much of what makes home services business social media fresh and relevant is:

  • On-the-fly photos of the team, customer wins, and before-and-after photos of real jobs.
  • Videos of raving fans sharing their experiences.
  • Behind-the-scenes content of the team or problems encountered on real jobs.

When we used to manage social media for clients, we found that the extra step of clients uploading pictures and videos to Google Drive, and us then downloading and posting them to social media, wasn’t adding as much value as we’d hoped. We strongly suggest taking this component of your home services marketing strategy in-house.

7 Ideas for Home Services Marketing Social Media You Can Do Over and Over Again

Here are 7 social media ideas that can provide consistent content for your home services business:

  1. Discuss common industry problems – Share challenges related to your niche or specific jobs. Homeowners love transparency.
  2. Before-and-after transformations – Tell the story of a job, making the homeowner the hero. Visual evidence is powerful!
  3. Champion your team – Post photos of your team members in their element, and explain why they’re awesome. People love stories about real people.
  4. Give kudos to other local home service companies – This not only builds goodwill but also creates referral partnerships.
  5. Showcase certifications or awards – If you’re running Google Local Services Ads, Google Guaranteed, or have any certifications (e.g., BBB, Angie Super Service), share the badges along with your logo. Always bring attention to third-party verification of your services. “Don’t take it from us!”
  6. Create “Caught Doing It Right” videos – If something goes wrong on a job, don’t cover it up! Make a video showing how you fixed it. These videos are a great way to demonstrate your commitment to quality.
  7. Inspiration and motivation posts – Remember: “People won’t remember what you said, but they’ll remember how you made them feel.” Use social media to inspire your audience and leave a lasting impact.

Two workers install roofing material, ideal for a home services video. In the foreground, one wears a black "Support the Trades" shirt. Nearby, another in orange kneels with a tool belt at the roof's edge. Below, a white van and red car stand ready for their next task - roofing and home services video marketing tips and strategies that actually work.

Home Services Industry Video Marketing Made Simple in a Way that Helps Sales

Creating video content doesn’t have to be complicated. Here’s how you can easily generate video content that actually helps drive sales.

Step 1: Brainstorm Common Objections

Write down the last 10 objections customers had about working with your company.
What were their concerns, and how did you address them?

Step 2: Address the Top 7 Questions from the Sales Process

During your sales process, what questions do your potential customers frequently ask? These can be related to anything from the timeline to the quality of work.

Step 3: Tackle Pricing-Related Questions

Many home service businesses shy away from addressing pricing upfront, but it’s important to demystify the process. Answer questions about cost, why you may be more expensive than competitors, and anything else that reduces anxiety for your ideal customer.

Now, make videos addressing every single one of those topics!

Why This Works

Customers don’t want fluffy content from home service providers. They want real information about the issues that concern them. The reason making these types of videos will likely make you more money than other marketing strategies is that customers are searching for transparency and practical advice.

The funny thing is, sharing this kind of content on your social media pages can also help your website rank higher on search engines if you turn it into blog posts. By tackling the hard stuff in your marketing strategies—the topics most home service professionals are afraid to touch—you’ll see a positive impact on your online reputation, customer testimonials, and digital advertising.


A collage of four digital devices showcasing case study results in roofing and HVAC sectors. Displays percentages, metrics, and company logos, highlighting increases in leads, first-page rankings, and phone calls. Each has a "View Case Study" button to delve into detailed case studies insights.

3 Crucial Tactics for Home Services SEO

Do you want more prospective customers to find you in search results? As Tommy Mello says, “Google is God when it comes to home services,” especially when it comes to digital marketing! Search engines in 2023 demand more than just business listings, content marketing, and 20-30 reviews to let you show up at the top of local search results. The bar has been raised significantly.

1. Content Marketing is Powerful, but Keyword Strategy is a Must

Gone are the days when you could throw out a 200-300 word blog and expect results. According to HubSpot, 91% of all blogs on the internet have 0 traffic.

Here’s how you can ensure your content gets noticed:

  • Do keyword research: Use tools like Ahrefs or SEMRush to find out what people are actually searching for. For example, if you guess that people are searching for “Home Services Marketing Important,” you can take the top-ranking page’s URL, plug it into Ahrefs, and discover which keywords it’s ranking for with high search volumes.
  • Optimize your content: Once you’ve found your target keywords, optimize your blog posts or web pages accordingly. Tools like Surfer SEO can help you analyze the top results for a specific term and guide you to include keywords, topics, or images more frequently to “beat” the current top-ranking pages.

All of this is part of keyword strategy, which is now a crucial component of internet marketing.

2. Getting More and Better Links from Around the Web is Like Garnering Votes

Google is a great search engine because it mastered the art of crawling the web and analyzing backlinks. A backlink is essentially any link on any webpage that directs you to another page, whether on the same site or a different one.

  • At first, Google would rank websites higher based on the number of links they had.
  • But as people gamed the system, Google introduced “PageRank,” making links from important websites count for much more than lesser-known sites.

Now, getting links from reputable websites has become a significant part of the SEO game, especially in the home services industry. Many home services companies skip this part of digital marketing and instead focus on paid ads, online reviews, and great customer service. But even with all that, without solid backlinks, these companies won’t show up in as many organic search results as they deserve.

3. Faster, Better, Stronger: How to Make Your Site Quicker and Well-Ordered for Google

Imagine a potential client lands on your website…

  • How long does it take to load?
  • Can they easily navigate through your services?
  • Do you provide enough information about each service for them to make an informed decision?
  • Is your service area clearly outlined?
  • Do you have city landing pages for each of the cities you serve, so local customers can find you through Google search?

These are just a few of the things that make up good technical SEO and on-page SEO for a home service business. At Hook Agency, we build these elements into every website we create for our clients. By addressing these aspects, your site will be more visible on search engines, making your marketing strategies more effective.


A woman with long dark hair in a black sleeveless top sits at a desk, deeply focused on managing Google Ads for home services. Her workspace is highlighted by gray acoustic panels, a modern lamp with exposed bulbs, and small potted plants.

3 Killer Tips for Getting More Out of Your Google Ad Campaigns

Google Ads can be an incredibly effective tool when used correctly. Here’s how to get more out of your ad campaigns.

Tip 1: Don’t Let Google Automatically Apply Recommendations

Do not let Google auto-apply recommendations on your account. Go into your settings and turn this feature off immediately. There’s a fine line between letting Google help you optimize and allowing it to spend your budget on things that won’t generate customers. Your Google ads will perform much better when you have someone regularly monitoring them to stop unnecessary spending.

Tip 2: Organize Campaigns to Allow Google’s AI to Help You

You should have separate campaigns for each service you provide. This allows Google’s AI to use conversion data to prioritize the headlines and elements that are working best. That’s why it’s important to provide as many headline options and variations as possible. Let Google’s multivariate testing work its magic.

If this is getting too complex, don’t worry! That’s why your home services business may benefit from having a specialized marketing agency like Hook Agency take this off your plate. We learn from all our other clients and apply those lessons to your ads.

Tip 3: Budget, Targeting, and Regular Maintenance are Crucial

Many home service businesses don’t put enough budget into each campaign. If your campaigns have less than $50 or even $30 a day, you won’t gather enough data to allow Google to optimize your spending.

Additionally, some flexibility on targeting can help Google’s optimization tools, but you want to set the foundation for success from the start. This is where having a partner who lives on these platforms daily can make a difference. Finally, regularly adding negative keywords is crucial to avoid wasting money on irrelevant searches.


The Importance of the Landing Page

A huge mistake is sending prospective customers to your home page instead of a targeted landing page that matches the ad they clicked. You will get more phone calls and leads if your landing pages are optimized and directly relevant to the service the customer is interested in. In fact, you should spend as much on your landing pages as you do on your ad spend over a couple of months.

Also, if you haven’t tried Google Local Services Ads yet, do so before hiring a home services marketing agency.


PPC Services for Home Services Marketing, Google Ads and Paid Ads Services for Home service companies

A Powerful Home Services Marketing Strategy to Dominate

The ideal home services marketing plan should:

  • Utilize videos and other social media platforms to make satisfied customers the hero of the story.
  • Collaborate with influencers and referral partners to create engaging video content.
  • Leverage offline avenues like iconic branding, truck or van wraps, and job site branding.
  • Identify 3-5 core themes to hammer over and over again in your messaging. For example:
    1. “We value all customer feedback.”
    2. “We’re easy to communicate with via mobile and text.”
    3. “We’re quick and clean, the first time.”
  • Create a weekly checklist for your marketing manager to clarify expected activities and their rhythm.
  • Build a strong connection with a home services marketing agency that understands how to leverage custom websites, SEO, and content marketing to generate leads.
  • Push for more reviews on all marketing channels and utilize them in your website and paid advertising.

We’d love to help accelerate your home services digital marketing strategy, get you more and better-qualified leads, and help you rise in search engine rankings.

If you’d like Hook Agency to help you acquire more new customers through SEO, content marketing, business listings, and paid ads, we’d love to help. We generally work with the best of the best, so ask yourself… is that you?


If you’re ready to take your marketing to the next level, let’s get started!

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