Month: January 2025

In the fiercely competitive world of home services, understanding your competition isn’t just a smart business move, it’s a survival skill. Whether you’re a roofer, plumber, landscaper, or electrician, knowing what your competitors are doing can make the difference between thriving and barely surviving.

Far too many small business owners focus solely on their own operations, ignoring what others in their field are doing. This leads to missed insights that could:

• Reveal untapped opportunities.
• Expose weaknesses in their own offerings.
• Help them understand why customers might choose a competitor over them.

The reality is that you can’t compete effectively if you don’t know who or what you’re competing against.

What’s at stake when you don’t understand your competition:

• Lost Customers: Competitors with better pricing, faster response times, or stronger reputations will siphon off your leads.
• Missed Innovation: If you’re not watching others, you’ll fall behind on industry trends like new tools, techniques, or technologies.
• Wasted Marketing Dollars: Without knowing your competitors’ strategies, your marketing efforts might be duplicative or irrelevant.

Ways to Size Up the Competition

Knowing your competition isn’t about copying them; it’s about finding your edge. Here’s how you can do it effectively:

1. Study Their Online Presence

• Google Business Profile: Check their GBP for reviews, photos, and business descriptions. What services are they highlighting? How are customers responding?
• Social Media: Monitor their activity on platforms like Facebook or Instagram. Are they promoting seasonal discounts? Engaging with followers?

2. Analyze Their Reviews

• Look for recurring themes in customer reviews, both positive and negative. If customers consistently praise their quick response times, consider how you can streamline your own.
• Address gaps they’re leaving open. For example, if reviews often mention poor communication, emphasize your commitment to clear and timely updates.

3. Call as a Customer

• Reach out to a competitor as a potential customer. Observe their process—how quickly do they respond? Are they professional? What’s their pricing structure?

4. Leverage Local Networks

• Attend trade shows or local networking events where competitors may also be present. Talking shop with peers can reveal valuable insights about market trends and customer preferences.

5. Use Online Tools

• Platforms like SEMrush or Ahrefs can give you data on your competitors’ website traffic, keywords, and ad campaigns.

6. Build Relationships with Customers

• Talk to your own customers about why they chose you. Did they get quotes from competitors? What tipped the scale in your favor? This feedback is gold.

7. Create a Competitor Profile

• Keep track of key details like pricing, services offered, and customer reviews. Regularly update this profile to stay informed as competitors evolve.

Why This Matters

The home services industry is constantly changing. Trends like eco-friendly materials, smart home technology, or digital booking platforms are reshaping the market. Staying informed about what others are doing ensures you’re not caught off guard.

Knowing your competition doesn’t mean you need to obsess over them. It means using their strengths and weaknesses to sharpen your own game. When you’re informed, you’re empowered to make smarter decisions and deliver greater value to your customers.

Start today. Research, analyze, and adapt.

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New Chat Feature

Google has rolled out an exciting update for businesses leveraging Google Business Profiles (GBP): a new Chat feature! This feature was first rolled out internationally but has now been rolled out to users in the United States. This addition allows businesses to communicate directly with customers in real-time, simplifying inquiries and enhancing customer engagement.

What Does the New Chat Feature Do?

The Chat feature, accessible via your GBP dashboard, enables direct messaging between businesses and potential customers. Whether it’s answering product questions, providing quotes, or booking appointments, this tool empowers businesses to create seamless, instant interactions.

Why Is This Important?

• Faster Communication: Respond to customer queries instantly, improving satisfaction and trust.
• Increased Conversions: Engage customers at the moment of interest, leading to higher conversion rates.
• Enhanced Customer Experience: Personalized and timely responses foster loyalty.

How to Activate It

1. Log in to your GBP dashboard.
2. Click on “Edit Profile”.
3. Scroll down to the “Chat” tab, found below the “Phone number” tab, and click on the pencil to edit.
4. Select from 2 options from the drop-down menu, either “WhatsApp” or “Text message” and enter the WhatsApp click to chat URL or Phone number, depending on your selection.
5. Click “Save”

Activating Google’s Chat feature is a simple yet powerful way to boost customer engagement, improve responsiveness, and increase conversions. Activate it today to start building stronger relationships with your audience!

Not capitalizing on your existing bank of leads is like throwing money out the window. You’ve already done the hard part—getting people interested in your business. But interest isn’t the same as conversion, and this is where email nurturing becomes a game-changer. With a thoughtful email strategy, you can turn curious prospects into loyal customers. Let’s dive into how to master email nurturing and maximize your ROI.

Why Nurturing Contacts is Critical

Think of email nurturing as the steady drumbeat that keeps your business in rhythm with your audience:

• Stay Top of Mind: Even if your leads aren’t ready to make a decision today, consistent emails ensure they remember you when they are.
• Warm Up Cold Leads: Presenting yourself as an option to consumers before they are ready to move forward with a project puts you at an advantage. Nurturing emails can gradually build trust and familiarity, moving them closer to the conversion

Consider this: 80% of new leads never translate into sales because they aren’t nurtured. That’s a lot of opportunity slipping through the cracks.

What Types of Emails Work Best?

A healthy mix ensures your audience doesn’t tune out:

• Text-Based Emails: Personal and to the point, these feel like they come directly from you, not a faceless brand. Keeping them short and simple will increase the likelihood of being read. 
• Formatted/Branded Emails: Use these for updates, promotions, or educational content. They’re visually engaging and can reinforce your brand identity because they will display your logo and color scheme.

What Content Should You Include?

Your emails need substance, not fluff. Here’s what converts:

• Testimonials: Highlight glowing reviews to build trust.
• Educational Content: Share insights or tips that provide real value, such as “5 Ways to Spot a Roof Leak Before It Gets Worse.”
• Case Studies: Show potential clients exactly how your services solve problems, backed by real results.
• Benefits of Your Services: Don’t just tell—show. How will their life improve after hiring you?

How Frequently Should You Send Emails?

• Weekly Updates: Ideal for hot leads who are actively considering their options.
• Biweekly or Monthly Newsletters: Keeps colder leads engaged without overwhelming them.
• Event-Triggered Emails: Send a follow-up after actions like downloading a guide or requesting an estimate.

Pro tip: Over-emailing can lead to unsubscribes. Balance frequency with relevance to keep your audience hooked.

Pro Tips and Tricks

• A/B Testing: Experiment with subject lines, email formats, and CTAs to find what resonates.
• Personalization: Use the recipient’s name or reference their location to make the email feel tailored.
• Strong Call-to-Actions: Every email should guide the reader toward a next step, like scheduling a call or clicking through to your website.

Explore Job Types by Industry

Google Local Services Ads (LSAs) are a powerful way to connect with customers searching for your services. But did you know the job types supported by LSAs can vary depending on your industry? To help you find the right opportunities, we’ve created an easy-to-use tool: the LSA Job Types by Industry Tool.

What Does This Tool Do?

Our tool lets you explore the specific job types available for your business on LSAs. Simply select your industry like plumbing, HVAC, or cleaning services, from the dropdown menu. Once you choose your industry, the tool shows a detailed list of job types Google supports for that industry.

Why Use This Tool?

This tool helps you:

• Save Time: No more guessing which job types you can advertise for. It’s all there for you.
• Plan Better: Use the information to determine if LSA is right for you and optimize your LSA campaigns.

Who Can Use It?

If you’re in any service-based industry, this tool is for you. Whether you’re a plumber, electrician, or landscaper, you’ll find valuable insights to help grow your business.

Don’t miss out on potential leads! Explore job types for your industry now and make the most of your LSA campaigns.

In today’s digital landscape, having a visually appealing website isn’t enough. To truly stand out, your website must offer high-value, engaging content. Whether you’re a service business or an e-commerce store, integrating the right types of content can transform your website into a lead-generating tool.

Here are some must-have content types that every website needs to succeed:

1. High-Quality Photos

A picture is worth a thousand words, especially online. High-quality images not only make your website visually appealing, along with great quality before and after photos, but also convey professionalism and trust.

• Why it’s important: Photos help customers visualize your products or services, creating an emotional connection. For example, a kitchen remodeler’s portfolio of completed projects, or before and after photos, can instantly instill confidence.
• Pro Tip: Optimize image file sizes and include alt text with relevant keywords to improve your website’s SEO.

2. Customer Testimonials

Nothing beats the power of social proof. Adding testimonials from satisfied customers can reassure potential clients and increase conversions.

• Why it’s important: Testimonials highlight your strengths and showcase your credibility in real-world scenarios.
• Pro Tip: Incorporate testimonials into multiple pages, such as your homepage, service pages, and even your About Us page, to keep trust signals visible throughout the user journey. Read more about how social proof can help elevate conversion rates.

3. Engaging Videos

Videos are one of the most engaging forms of content, offering dynamic ways to connect with your audience. From tutorials to company stories, the possibilities are endless.

• Why it’s important: Video content is highly shareable and keeps visitors on your site longer, which can boost your rankings on search engines.
• Pro Tip: Use captions or subtitles to make videos accessible and add transcriptions to help search engines index your content.

Bonus Tip: Take it a step further and add video testimonials for a more effective trust building, engagement strategy.

4. A Compelling About Us Page

Your About Us page is more than a company bio—it’s your chance to tell your story and make a human connection.

• Why it’s important: People want to know who they’re doing business with. Sharing your mission, values, and team’s expertise can build trust.
• Pro Tip: Use a mix of text, photos, and videos to create an engaging narrative that resonates with your audience

5. An Informative FAQ Page

A well-crafted FAQ page can address customer concerns before they even reach out, reducing bounce rates and boosting customer satisfaction.

• Why it’s important: FAQs streamline the decision-making process by providing immediate answers to common questions.
• Pro Tip: Structure FAQs with expandable sections and include targeted keywords to enhance SEO.

6. Blog Posts

A blog is a powerful tool for driving organic traffic to your website. Regularly publishing helpful and relevant posts positions your business as an authority in your industry.

• Why it’s important: Blogs allow you to target long-tail keywords and address customer pain points in-depth.
• Pro Tip: Use internal links to guide readers to other parts of your website and improve dwell time.

7. Service or Product Pages

Dedicated service or product pages help visitors quickly find the information they’re looking for while signaling relevance to search engines.

• Why it’s important: Clear and detailed pages improve user experience and encourage conversions.
• Pro Tip: Include FAQs, testimonials, and videos on service pages for maximum impact.

8. Contact Information

It’s surprising how many websites fail to provide easily accessible contact details. Your contact page should make it effortless for customers to reach you.

• Why it’s important: Transparency builds trust, and easy communication can reduce friction in the buying process.
• Pro Tip: Include clickable phone numbers and email addresses, as well as a contact form.

Final Thoughts

Your website’s content is more than words on a page—it’s how you connect with your audience, build trust, and drive action. By including high-quality photos, customer testimonials, videos, and clear service or product pages, you can create a site that not only looks great but also delivers.

Every piece of content, from a helpful FAQ page to engaging blog posts, plays a role in creating a great user experience. Focus on what your audience needs, keep your content clear and engaging, and watch it increase traffic and growth.

When it comes to boosting visibility for service area businesses like roofers, plumbers, or electricians, focusing on local SEO, Google Business Profiles (GBP), and other local listings can be a game-changer. But here’s the catch: these tools work best within a specific geographic range. Why? Let’s break it down:

Google Loves Local

Ever noticed how when you search for “plumbers,” the results often highlight businesses within 20-30 miles of your location? That’s no accident. Google’s algorithm is designed to prioritize local businesses in its search results, especially for service-based searches. The reason? Google aims to provide the most relevant and helpful results to users, which usually means businesses that are nearby and easily accessible.

For service area businesses, this means that Google typically favors a radius of about 30 miles when showing local search results. This focus helps ensure that users find businesses that can serve them quickly and efficiently. Proximity is a ranking factor. Your website and your Google Business Profile (GBP) will rank best in your primary town, where you’re actually located. As you move further away, the rankings start to drop. If you’re much further away, your chances of ranking are slim.

The Power of Proximity

Local SEO strategies, like optimizing your Google Business Profile, become especially potent within this 30-mile radius. When your business is listed on Google and other local directories, the proximity to the searcher plays a crucial role in how often and prominently you appear in local search results.

Here’s why proximity matters:

• Compliance: If you are a service area business, Google’s guidelines state you can only cover a 2 hour driving distance on your profile. If you are covering a larger area, your Google Business Profile could get suspended.
• Convenience: Customers prefer local businesses because they can respond faster.
• Relevance: The closer you are, the more relevant your business appears to potential customers.
• Trust: People tend to trust businesses that are part of their community and have established a local presence.

Maximizing Your Local Reach

To make the most of this local focus, service area businesses should:

1. Optimize Your Google Business Profile: Ensure your business information is complete and accurate. Include your service areas clearly, highlight your photos, and encourage reviews from happy customers—reviews help boost your local visibility. If you are creating your Google Business Profile from scratch, here’s a quick guide to ensure your profile is complete. If you already have Google Business Profile, use this guide to optimize it.
2. Utilize Local Listings: Beyond Google, get listed on local directories like Yelp, Bing, and industry-specific sites. Consistency in your business name, address, and phone number (NAP) across these platforms is key.
3. Local SEO on Your Website: Use location-specific keywords on your site, like “roofing services in [City]” or “plumber near [Town].” This helps Google understand where you operate and match your business to relevant local searches.

When You Venture Beyond 30 Miles

While you can extend your reach beyond 30 miles, be aware that your visibility might decrease as the distance grows. To overcome this, consider:

• Multiple Locations: If you serve multiple cities, creating separate pages for each location can help you rank better in those areas.
• Paid Ads: Google Search Ads can help you reach a broader audience, though they come with additional costs.

Why Stay Local?

For most service area businesses, dominating the local market is more valuable than stretching thin over a wide area. Local customers are more likely to convert into paying clients because they need services promptly and trust local providers more. Focusing on your immediate community not only boosts your visibility but also builds your reputation as a go-to expert in the area.

In Conclusion

SEO, Google Business Profiles, and local listings are powerful tools when used within your local area, where Google prioritizes nearby businesses. By honing in on your local market, you can increase visibility, drive more leads, and build lasting relationships with customers who are close to home. At 99 Calls, we specialize in helping service area businesses like yours optimize for local success. Ready to maximize your local SEO efforts? Let’s chat!

Your website is like your business’s digital storefront. It’s the first place potential customers go to learn about your services, check reviews, and decide if you’re worth their time. Many service businesses don’t have the time or tend to overlook this, leading to stale content.

Outdated digital content isn’t just a missed opportunity; it can actively hurt your business. Keeping your website and digital presence fresh is critical to attracting and retaining customers.

Why Stale Content Hurts Your Business

1. SEO Decline
Search engines like Google prioritize websites that regularly update their content. A website that’s gathering dust signals to algorithms that it might not be relevant anymore.

2. Perception of Neglect
Imagine visiting a landscaping company’s site and finding outdated pricing, broken links, or old holiday greetings. It screams, “We don’t care enough to keep this updated.” Customers may assume that your services are just as neglected.

3. Missed Sales Opportunities
Fresh content creates new touchpoints for customers to discover you. Whether it’s a blog about eco-friendly cleaning tips or a seasonal promotion, staying relevant means staying top-of-mind.

Ignoring Content Updates Can Lead To

• Losing Potential Customers: Studies show 75% of consumers judge a company’s credibility based on its website (Medium.com). A neglected site could drive them straight to competitors.
• Missed Visibility: If your content doesn’t reflect trending keywords or current customer needs, your digital footprint becomes invisible.
• Customer Frustration: Incorrect hours, outdated contact info, or unavailable services listed online can lead to complaints or negative reviews.

Keep Digital Content Fresh

1. Regular Blog Posts
Publish blog posts that answer common customer questions or highlight seasonal services. For example, a plumber might post “5 Signs Your Pipes Are About to Burst This Winter” in November.

2. Update Service Pages
Ensure your service pages reflect your latest offerings, pricing, and certifications. Keep testimonials current and relevant.

3. Leverage Google Business Profile
Post updates, photos, and announcements on your Google Business Profile. These updates not only inform potential customers but also improve your local SEO rankings.

4. Incorporate Multimedia
Regularly update images, videos, or infographics to make your site visually appealing and engaging. For instance, electricians could add video tutorials on simple home fixes.

5. Schedule Routine Audits
Set a calendar reminder to review and refresh your website every quarter. Check for broken links, outdated information, and opportunities to add new content.

In summary, Keeping digital content fresh and up to date is just as crucial as maintaining a tidy and well-stocked inventory in a brick-and-mortar store. A potential customer’s perception becomes their reality. If your “storefront” appears outdated and disorganized, your entire business may be seen as unprofessional and behind the times.

For the last 15 years, digital marketers have studied, analyzed, and mastered organic and inorganic Search Engine Optimization (SEO) strategies for search engine platforms such as Google and Bing, while keeping up with the ongoing changes. However, 2024 brought the biggest change of all in the digital marketing landscape – Generative Engine Optimization (GEO) – with the rise of AI search platforms such as ChatGPT, Gemini, and Perplexity. 

What is SEO?

SEO focusses on on-page and off-page optimization strategies to enhance your online presence and using techniques to optimize your website to improve its rankings. The intent with SEO is to appear at the top of the search results in search engines such as Google and Bing based on the search query.

On-page strategies

On-page SEO strategies focuses on key elements on your website. Below are key points to focus on to build a fully SEO-optimized website:

• Keyword optimization – With tools like Google Ads Keyword Planner you can determine keywords to use relevant to your target audience.
• Quality content – Create rich and engaging content, rather than “fluff”.
• Internal link building – Use anchor text to add a deep link to another page on your website.
• Title tags – Write title tags which are clear and concise so search engines understand what your website is about.
• Headers – Use heading tags for better organized content structure. 
• Meta description – Craft a clear meta description so search engines understand what your website is about.
• Page speed – Google recommends websites load within 2.5 seconds or less for the best user experience.  
• Desktop & mobile friendly – Ensure your site is responsive and delivers an excellent user experience across all devices.
• Site structure – Design a well organized, logical content structure with appropriate headers to keep it “easy to read”.
• Blogging – Keep the content on your website fresh and unique by creating informative blogs.

Off-page strategies

Off-page SEO strategies builds your website’s authoritativeness and trustworthiness. Below are various strategies used:

• Citation building – List your business on directories such as Google Business Profile, Bing Local, Yelp and Manta.
• Backlinks – Gain quality backlinks from highly relevant websites.
• Social media posting – Keep a social media posting calendar to regularly create social media posts for increased engagement on platforms like Facebook, X, or Instagram.
• Guest posting – Write an article or blog for relevant guest posting websites.
• Podcost guest – Appear as a guest speaker on relevant podcasts showcasing your expertise in the field.

What is GEO?

GEO is a concept that focuses on optimizing content and strategies for generative AI systems, like ChatGPT or Gemini, to ensure content is relevant, discoverable, and valuable when used in AI-generated outputs. Its strategies are similar to traditional SEO but is tailored to the way generative AI prioritizes your website over others based on the question submitted. With GEO, understanding how the AI powered algorithms work and enhancing your content around the algorithms becomes more crucial.

Key GEO Optimization Strategies

1. Content Structuring for AI: AI models like ChatGPT and Gemini prioritize content that is well-structured and concise. To optimize for this:
   • Structuring: Ensure your content is logically organized with headers, bullet points, and clear distinctions between sections.
   • Add Schema Markup: Use schema structures (like FAQ schema or article schema) to help AI understand and display your content accurately.
2. Data-Rich Content: Generative AI thrives on accurate, comprehensive, and up-to-date data. Focus on:
   • Including statistics, studies, tables, graphs – real-world examples.
   • Clearly cite sources – AI prefers verifiable and authoritative references.
3. Conversational and Contextual Relevance: AI engines analyze tone and context for human-like responses. Strategies include:
   • Adopting a conversational tone: Write in a way that matches the language users might expect in AI-generated responses.
   • Optimizing for long-tail queries: Adjust your content to address complex, specific questions that AI is likely to process.
4. Understanding What People Want and How They Feel: Unlike regular search engines, generative AI tools can figure out what users are looking for and how they feel. To connect better with your audience:
   • Pay attention to their emotions to see how they feel about certain topics.
   • Use this insight to create messages that show you understand and care, making them more relatable to different groups.
5. “Training” the AI with Feedback: AI gets smarter by learning from users. To keep up:
   • Watch how AI uses your content and shows it to people.
   • Update your strategy based on how often AI mentions or uses your content.
6. Optimizing for AI-Specific Platforms: Just as SEO involves optimizing for Google or Bing, GEO requires platform-specific strategies:
   • For ChatGPT, focus on clarity and accuracy in responses.
   • For Gemini, consider including of multimedia elements that enrich the user’s learning experience.
   • For Perplexity, prioritize highly detailed and educational content.

Final Thoughts

The shift from SEO to GEO is changing the way businesses approach online visibility. SEO is still important for ranking on traditional search engines like Google and Bing, but GEO is about standing out on AI platforms like ChatGPT and Gemini, which are becoming more popular.

The good news? Both SEO and GEO focus on creating great, useful content that connects with your audience. The difference is that GEO tailors content for AI systems, making it easier for them to understand and share your information.

By using both strategies, you’re setting your business up for success today and in the future. Keep your content relevant, organized, and helpful, and you’ll stay ahead in the ever-changing digital world.

Did you know? Nearly 20% of small businesses fail within their first year, and only about half survive beyond five years. Success often hinges on strategic planning and the ability to adapt to challenges. The new year is a fresh opportunity for small business owners to evaluate their progress, set new milestones, and refocus their strategies. With the evolving landscape for service area businesses, it’s crucial to avoid generic goal-setting and focus on actionable objectives tailored to the unique challenges and opportunities in 2025.

Understanding Key Challenges

Small business owners face a mix of ongoing and emerging challenges. Understanding these issues is the first step toward setting realistic goals and set the foundation for sustainable growth:

• Economic Uncertainty: With fluctuating interest rates and inflation, small businesses must navigate unpredictable economic waters.
• Workforce Dynamics: Attracting and retaining skilled labor remains a top priority, especially in fields like roofing, plumbing, and landscaping.
• Digital Competition: The dominance of online platforms means that maintaining a strong digital presence is no longer optional.

Failing to address these challenges can hinder growth and profitability:

• Ignoring economic signals can lead to poor financial planning, leaving businesses vulnerable to downturns.
• High employee turnover disrupts service consistency, which can tarnish a business’s reputation.
• A weak online presence results in fewer leads, as potential customers increasingly rely on platforms like Google Business Profile (GBP) to make purchasing decisions.

Setting Impactful Goals for 2025

Setting (SMART) goals – Specific, Measurable, Attainable, Relevant, and Time-bound. Here are some practical objectives small business owners can pursue in 2025:

1. Enhance Financial Resilience

• Build a financial cushion equivalent to three months of operating expenses.
• Streamline unnecessary expenses and diversify revenue streams. For example, a landscaper might add snow removal services during the winter months.
• This ensures the business remains stable during economic downturns.

2. Strengthen Workforce Retention

• Aim to increase employee retention by 20% by year-end.
• Offer competitive pay, professional development opportunities, and a supportive work environment.
• A committed workforce ensures consistent service quality, which directly impacts customer satisfaction and referrals.

3. Optimize Digital Presence

• Try and achieve a 4.5-star rating or higher on GBP and attract 25% more customer reviews.
• Actively request feedback from satisfied clients and respond promptly to online reviews, showcasing professionalism and care.
• High ratings and reviews drive trust and lead generation.

4. Leverage Technology for Efficiency

• Implement or upgrade CRM software to track leads and streamline customer interactions.
• Explore affordable, user-friendly options like Jobber or Housecall Pro.
• Efficient lead management translates into higher conversion rates and better customer retention.

Don’t Wait. Act now.

The clock is ticking on another year. Review your current business metrics, identify the gaps, and set your sights on achievable yet impactful goals. Whether it’s enhancing your online presence or retaining your top talent, 2025 can be your best year yet. Small businesses that embrace proactive, strategic planning don’t just survive—they thrive. Are you ready to take the leap?