How Service Businesses Can Succeed Online

Local service providers like you — whether you're in home, auto, or commercial services — are finding that success isn't just about what you do offline. It's increasingly about how visible and accessible you are online. The online world, with its vast potential for connection, poses both a challenge and an opportunity, especially for small operations that may not have the time or inclination to dive deep into tech complexities.

Understanding the importance of an online presence can seem daunting, but it's more accessible than you might think. "How Service Businesses Can Succeed Online" is designed to be your guide, offering clear, actionable steps to enhance your visibility and engage with customers where they spend a significant portion of their time: online.

From establishing a compelling online presence and ensuring your customers can easily find you, to adopting online tools that streamline customer interactions and improve operational efficiencies, this blog is your roadmap.

How to Run a Successful Service Business

Be Great at What You Do.

Don't cut corners in your line of work.

Excellence in your service is the cornerstone of your business. Focus on quality, reliability, and expertise. Remember, a stellar reputation makes you stand out in a crowded market.

Be Visible to Your Customers.

Engaging directly with your community is as crucial as your online efforts. Attend local events, participate in community projects, and network at business gatherings to increase your visibility. 

Being physically present and active in the community not only raises awareness of your services but also builds trust and personal connections. Traditional sales tactics, such as distributing flyers and leveraging local advertising, complement these efforts by reinforcing your presence in the physical world. 

Being easy to find online is also critical, but more on that in a moment. This dual approach ensures that whether customers are searching for you online or encountering your business in their daily lives, you're always within reach.

Treat Your Customers Well.

Exceptional customer service leads to repeat business and referrals. Be responsive, polite, and go above and beyond to meet their needs. In some respects, quality customer service matters just as much as the quality of work you do. Every one of your customers should feel like their needs matter to you and your team.

Image Source: Visual Capitalist

Create Positive Reviews, Referrals, and Reviews from Your Happy Customers.

Encourage satisfied customers to leave positive reviews online. Word-of-mouth and testimonials are powerful tools to attract new customers. In fact, if you do nothing else on the digital marketing front, be sure to get those positive reviews on Google, Facebook, and wherever else customers look for what you do.

Start generating reviews for FREE with GoSite. Click here to get started!

Take Your Online Presence Seriously.

Taking care of the “digital stuff” is easier for some more than others, and that’s okay. But even if this part feels hard for you, it’s critical that you do it. If necessary, ask someone for help.

Your online presence often sets the first impression for potential customers. Start by setting up a Google Business Profile and a Facebook Business Account. These platforms are essential for local search visibility and provide a space for customer reviews, business updates, and direct engagement with your community. 

• Click here to set up your Google Business Profile
• Click here to set up your Facebook Business Account

Once these profiles are established, investing in a professional website becomes your next crucial step. A well-designed website not only showcases your services and expertise but also serves as a central hub for your digital presence. Together, these elements form a comprehensive online strategy that enhances your visibility and credibility in the digital landscape.

Offer More Relevant Services So Your Happy Customers Keep Coming Back.

Expand your offerings based on customer needs and feedback. Offering more services increases the value you provide and encourages repeat business.

In fact, creating monthly service “subscriptions” is growing in popularity, particularly in the home services industries.

Get Smart About Hiring.

Hire the right people who share your business values and commitment to quality. Proper training and a positive work environment are key.

Add Service Areas, and Build Processes That are Easy to Repeat for Everyone on Your Team.

Expanding your business into new service areas is a strategic way to increase your customer base and revenue. But as you grow, maintaining a high level of service quality across all areas is crucial. The key to achieving this consistency is by developing standardized processes that are simple, clear, and easily replicable by every team member.

1. Identify New Service Areas: Start by researching potential markets for expansion. Look for areas with a demand for your services but low competition. Consider factors like the local economy, population density, and accessibility.
2. Standardize Operations: Create a set of standardized procedures for your core services. This includes step-by-step guides, checklists, and quality control measures that ensure every job is done to the same high standards, regardless of who performs it or where it's performed. Leverage technology to streamline these processes, making them accessible to your team via mobile devices.
3. Promote, Train, & Communicate: Identify your best workers and make them leaders. Use their help to set up comprehensive training that equips new and existing employees with the knowledge and skills needed to adhere to these standardized processes. Regular meetings and communication channels should be established to address any issues, share insights, and continuously improve these processes.
4. Keep Track of Growth & Progress: Use customer feedback and performance data to monitor the success of your service in new areas. Be prepared to adapt your processes based on this feedback to meet local needs better and overcome any challenges encountered during expansion.

By systematically adding service areas and establishing easy-to-follow processes, you ensure that your business not only grows but maintains the quality and reliability that your customers have come to expect. This approach not only solidifies your reputation across new markets but also streamlines your operations, making your business more efficient and adaptable.

Why Being Online Matters for Local Service Businesses

Being online increases your visibility, helps you reach more customers, and enables you to compete effectively in the digital age. It's not just about having a website but about creating a comprehensive online presence that includes social media, directories, and more.

Let’s talk about how to do this more in depth.

How Much Should Service Businesses Spend Online?

Is it “a must” that you spend money to show up online? Not necessarily. Your Google Business Profile is free to set up and manage (for example).

But more likely than not, you’re going to need to invest a little bit in your online presence to be competitive in your area. Let’s break down your options below.

Being Easy to Find Online

Your online visibility can make or break your business. Being easy to find online involves a strategic approach to Search Engine Optimization (SEO) and leveraging directory listings, two pillars that ensure your business stands out to potential customers. Here's how to make the most of these tools:

Search Engine Optimization (SEO)

SEO is the art and science of improving your website's visibility in search engine results. It's not just about attracting more visitors but the right kind of visitors who are interested in your services.

• Keyword Research: Begin with thorough keyword research to understand the terms and phrases your potential customers use when looking for your services. Tools like Google's Keyword Planner can help identify these keywords.
• On-Page Optimization: Ensure your website's content, titles, meta descriptions, and images are optimized for your target keywords. This makes your site more attractive to search engines and users alike.
• Quality Content Creation: Regularly publish helpful, authoritative content related to your services. Blogs, how-to guides, and customer testimonials can improve your site's relevance and authority in your niche.
• Mobile Optimization: With more searches happening on mobile devices, ensure your website is responsive and mobile-friendly. A seamless mobile experience improves your rankings and user satisfaction.
• Local SEO: Optimize your website for local searches by including your business location and local keywords. Registering your business with Google My Business and ensuring your contact information is consistent across the web can significantly boost your local visibility.

Directory Listings

Being listed in online directories increases your reach and credibility. Directories like Yelp, Google My Business, and industry-specific sites provide another way for potential customers to find you.

• Consistency is Key: Ensure your business name, address, phone number, and website URL are consistent across all listings. This consistency boosts your SEO and helps customers find accurate information about your business.
• Engage with Reviews: Actively manage and respond to reviews on these platforms. Positive reviews can enhance your business's reputation, while professionally addressing negative reviews shows you care about customer feedback.
• Optimize Your Listings: Provide comprehensive information about your services, including photos, business hours, and any special offers. The more informative your listing, the more engaging it will be for potential customers.

Budgeting for SEO and directory listing management is essential. While some aspects of SEO can be handled in-house, consider hiring an SEO professional or agency for more complex strategies and ongoing optimization. This investment not only enhances your online visibility but also drives more targeted traffic to your site, ultimately increasing leads and sales.

Creating and Maintaining a Great Website

Your website is your digital storefront. Allocate resources for professional design, hosting, and maintenance to make a great first impression.

Get an affordable GoSite website today!

Organic Content - The Free Way to Grow Your Business Online

Create and share useful content related to your services. It’s a cost-effective way to engage your audience and boost your online presence.

You wanna know one of the simplest, yet most effective ways to create great content online? Simply share before-and-after photos. Then post them on all your social channels, including on your Google Business Page as an update. 

Paying for Leads

In the competitive landscape of home and auto services, finding new customers is a constant challenge. Lead generation services, such as Thumbtack and Angi, offer a solution by connecting service providers with potential customers actively seeking their services. 

While these platforms can be a significant source of new business, understanding their cost structure and competition level is essential before diving in. It’s worth noting that the cost structure can be prohibitive, which is why you’ll often hear some local businesses avoid these tools at all cost. You can test them and decide if they make sense for your business.

1. Cost per Lead: Unlike traditional advertising, where you pay for exposure, lead generation platforms typically charge for each lead you receive. This means you pay a set fee whenever a potential customer contacts you through the platform. It's crucial to evaluate the cost per lead against the potential revenue from each job to ensure profitability.
2. Shared Leads: One of the biggest challenges with these platforms is that leads are often shared among multiple service providers. This means that when a potential customer requests a service, several providers will receive the same lead and be charged for it. This system creates a competitive environment where speed and responsiveness are critical. Being one of the first to respond can significantly increase your chances of winning the business.
3. Evaluating ROI: To determine whether lead generation services are a worthwhile investment, closely track the return on investment (ROI) from leads obtained through these platforms. Consider the conversion rate of leads to paying customers, the average job value, and the cost of the leads. This analysis will help you understand whether the leads are driving profitable growth for your business.
4. Customer Relationship Management: When using lead generation services, it's vital to have a robust system for managing these leads. Prompt follow-up and professional communication are key to converting leads into customers. Utilizing a Customer Relationship Management (CRM) tool can streamline this process, helping you track interactions and stay organized.
5. Strategic Approach: For some local service providers, these platforms are indeed a godsend, providing a steady stream of potential customers they might not have otherwise reached. However, it's important to use them as part of a broader marketing strategy. Diversifying your lead sources, including SEO, social media, and word-of-mouth, can reduce reliance on any single channel and improve overall business stability.

Paying for Ads

If you want to create buzz online fast and have a decent marketing budget, then you have a number of options in the form of digital ads.

Search Engine Marketing

Invest in search engine marketing to appear at the top of search results for relevant keywords. Generally, this is best if you are creating regular blogs and want to generate more traffic to those blogs. 

To be honest, not many service businesses invest in SEM, but it’s an option for you to consider.

Social Media Paid Marketing

Leverage social media platforms like Facebook and Instagram for targeted advertising. These platforms offer sophisticated targeting options based on location, demographics, interests, and behaviors, allowing you to pinpoint potential customers in your area. 

Craft compelling ads that highlight your unique selling points and include a clear call-to-action, such as contacting you for a quote or visiting your website. 

Utilizing analytics tools provided by these platforms can also help you measure the effectiveness of your campaigns, adjust your strategy as needed, and ensure the best return on your investment.

Google Local Service Ads (LSAs)

Google Local Service Ads (LSAs) offer a powerful way to connect with potential customers who are actively searching for services you provide, directly within your local area. Unlike traditional pay-per-click ads, LSAs appear at the very top of Google search results, giving your business prominent visibility. 

You only pay for leads related to your services, making it a cost-effective option. Furthermore, LSAs include a Google Guarantee badge, instilling trust by assuring customers that Google has vetted your business. 

To maximize the effectiveness of LSAs, ensure your profile is complete, with accurate service descriptions and up-to-date contact information, and actively collect and respond to customer reviews to improve your ranking and attract more leads.

Advanced SEO (Hiring an SEO Agency)

For long-term growth, consider hiring an SEO agency to improve your search rankings and online visibility.

These agencies usually run more than $1,000 a month, but they will do great work that pays off in huge dividends within just a few months. Remember that SEO growth doesn’t require you to pay for every ad, impression, or lead. It just means you’re rising to the top of organic search results, so that you get more clicks on Google than any of your competitors.

Next Level: Knowing How to Turn Online Inquiries Into Paying Customers

Succeeding online first requires you to have a strong business model, then requires you to be visible online, and then finally requires you to be ready to handle any prospective customers that find you online. Here are some common ways to succeed when it comes to converting leads into customers.

Click to Call Buttons

Make it easy for potential customers to contact you with prominent click-to-call buttons on your website and listings.

Online Booking

Enable online booking to make it convenient for customers to schedule services at their leisure. This 24/7 local service business hack will save you hours of chasing down customers over the phone and can also help you create an airtight work schedule.

Instant Messaging Tools (Google Messages, Facebook Messages, Webchat, etc.)

In today's fast-paced digital world, customers expect quick and convenient communication with businesses. Instant messaging tools such as Google Messages, Facebook Messages, and Webchat have become essential for engaging with customers in real-time. 

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These platforms allow for immediate response to inquiries, fostering a stronger connection and higher customer satisfaction. However, managing multiple messaging platforms can be challenging and time-consuming.

This is where GoSite comes in. 

Our platform simplifies this process by consolidating all your messages into one easy-to-use application, enabling you to manage conversations from Google Messages, Facebook Messages, Webchat, SMS, and more in a single place. 

With GoSite, responding to customer inquiries becomes seamless and efficient, ensuring that no message goes unanswered and every customer feels valued. Our solution is designed to help small businesses like yours stay connected with your customers, improving response times and boosting customer engagement without the hassle of juggling multiple platforms. 

GoSite's instant messaging tools are an essential component of modern customer service, allowing you to provide the prompt, attentive service that today's customers expect.

Managing Contacts (CRM Tools)

Utilize CRM tools to keep track of customer interactions, preferences, and history, enabling personalized service and follow-ups.

In Conclusion

A robust online presence is non-negotiable for local service businesses. By focusing on quality service, customer satisfaction, and smart online strategies, you can grow your business and stand out from the competition. Remember, investing in your online presence not only helps you find new customers but also builds lasting relationships with existing ones.