Running a home service business is tough—you’re juggling customer jobs, scheduling, employee management, and a million other tasks. But one thing you can’t afford to ignore is marketing. If your pipeline of leads isn’t consistent, your business will struggle to grow, no matter how great your service is.
The problem? Many home service businesses waste money on ineffective marketing or rely too much on outdated strategies. If you’re not seeing the results you want, you might be making one (or more) of these common mistakes. But don’t worry—we’ll also show you how to fix them.
Mistake #1: Relying Solely on Word-of-Mouth
Many home service business owners believe, “If I do great work, referrals will keep me busy.” While word-of-mouth is valuable, it’s not enough to sustain consistent growth. Why? Because customers move, circumstances change, and competitors with better online marketing will scoop up new business before you do.
The Fix: Build a Strong Online Presence
- Claim and optimize your Google Business Profile so you show up in local searches.
- Encourage online reviews from happy customers to boost credibility.
- Invest in a professional website that showcases your services, testimonials, and contact options.
Mistake #2: Relying on Lead Generation Services Like HomeAdvisor and Angi
Third-party lead services promise to bring you customers, but the reality is they often sell the same leads to multiple companies. That means you’re competing on price instead of quality—and wasting money on leads that don’t convert.
The Fix: Own Your Lead Generation
- Use Google Ads and Local SEO to attract customers who are actively searching for your services.
- Build an email list and market directly to potential customers.
- Invest in SEO so your website ranks higher in local searches—bringing you free, organic leads.
Mistake #3: Ignoring Local SEO
When a homeowner needs a plumber, electrician, or landscaper, where do they go first? Google. If your business isn’t showing up in local search results, you’re losing out on a huge chunk of potential customers.
The Fix: Optimize for Local Search
- Ensure your Google Business Profile is fully optimized with accurate info, photos, and reviews.
- Use location-based keywords on your website (e.g., “Dallas HVAC repair” instead of just “HVAC repair”).
- Get listed in local directories like Yelp, Angi, and Nextdoor.
Mistake #4: Not Tracking Your Marketing ROI
Many home service businesses throw money at ads, social media, or SEO without tracking what’s actually working. If you don’t know where your leads are coming from, you can’t focus on what’s driving the best results.
The Fix: Measure and Adjust
- Use Google Analytics and call tracking to see where your leads originate.
- Track which marketing channels (SEO, PPC, social media, email) bring in the most customers.
- Adjust your marketing budget based on real data-driven insights—not guesses.
Mistake #5: Having a Website That Doesn’t Convert
Your website should be a lead-generating machine, not just a digital brochure. If visitors land on your site and don’t take action, you’re losing business.
The Fix: Optimize for Conversions
- Ensure your contact info is visible on every page.
- Have a clear call to action (CTA) like “Call Now for a Free Estimate.”
- Use customer testimonials and trust signals to build credibility.
- Make sure your site loads quickly and is mobile-friendly (most homeowners search on their phones).
Mistake #6: Neglecting Email Marketing
Many home service businesses underestimate the power of email. Most homeowners won’t book on the first visit to your site, but that doesn’t mean they won’t need your services later.
The Fix: Stay in Front of Potential Customers
- Send a monthly email newsletter with helpful home maintenance tips and promotions.
- Follow up with automated email sequences for leads who didn’t book right away.
- Use email to stay top of mind for repeat business and referrals.
Mistake #7: Running Google or Facebook Ads Without a Strategy
Ads can be a great way to get leads fast, but if they’re not properly targeted, you’re just wasting money. Too many businesses run generic ads without focusing on the right audience.
The Fix: Smart Advertising
- Target local homeowners actively searching for your services.
- Use high-converting landing pages instead of sending people to your homepage.
- Track results and adjust campaigns to maximize ROI.
Helping Home Service Businesses Grow the Smart Way
If you’ve made some of these mistakes, don’t worry—you’re not alone. The good news is that with the right marketing strategy, you can attract more customers, grow your revenue, and stop wasting money on ineffective marketing.
At Howard Consulting, we specialize in helping home service businesses create smart, results-driven marketing strategies that actually work. Whether you need help with SEO, paid ads, website optimization, or email marketing, we’re here to make sure your business gets the leads and bookings it deserves.
Want to stop making marketing mistakes and start seeing real growth?
