Here’s something every home service business should keep in mind: Getting found isn’t the same as getting chosen.
A homeowner might first see your company on Facebook. Or Instagram. Maybe they ask ChatGPT for recommendations. Maybe they see one of your videos. That’s great. You’ve gotten their attention. But what happens next?
Data shared at Google’s recent #ReThinkROI event gives us a pretty good idea:
- 84% of consumers who discover a product or service through social media turn to Google to validate it.
- When they do, 66% ultimately purchase from a different brand.
- When consumers use ChatGPT to research potential purchases, 99% still consult Google before making their final decision.
- 71% say they won’t make a purchase without checking Google first.
Those numbers tell us something important about today’s customer journey. Homeowners are checking you out, and where they discover your business may not be where they ultimately decide whether to hire you.
Think about how this plays out in real life
Let’s say a homeowner sees a roofing company’s ad on Facebook. They’re interested, but they don’t immediately fill out a form. Instead, they Google the company.
Now they’re looking at reviews. They see the Google Business Profile. They visit the website. They look at photos. And while they’re doing that, Google shows them other roofing companies.
Maybe one of those competitors has hundreds of strong reviews, recent project photos, a better website and a video showing a crew working on a roof right in their community. Guess who might get the call?
The Facebook ad still did its job. It created awareness. But awareness was only the beginning.
Your whole online presence has to tell the same story
This is why we can’t think about Google, social media, your website, reviews and video as completely separate things anymore. Homeowners don’t. They move between them.
If your social presence looks great but your Google Business Profile hasn’t been touched in six months, that’s a disconnect. If you have great reviews but your website doesn’t clearly explain where you work or what services you offer, that’s another one.
And if your website says you’re the “trusted local expert,” but there’s very little online showing your people, your projects or your local experience, you’re asking the homeowner to take your word for it. Today, that’s a harder sell.
“We’re the best” isn’t enough
One of the messages Google emphasized at #ReThinkROI was the importance of fresh, authentic and firsthand experiences.
That makes a lot of sense when you think about what’s happening online. Anyone can say, “We provide exceptional service,” “We’re your trusted local experts,” or “Customer satisfaction is our top priority.” Your competitors can say exactly the same thing.
Instead, show people what makes it true.
Let’s say you’re a roofer. Instead of publishing another generic page saying, “We repair roof leaks,” show a roof leak your team fixed last week. Explain what caused it. Show the damaged flashing. Talk about how your team repaired it. Mention the community where the job happened.
That’s much harder to fake because it’s your work, your team and your expertise. The same idea applies whether you’re in HVAC, plumbing, electrical, drains, roofing, pest control or another home service trade.
You probably already have the content
The good news is that you don’t have to invent this stuff. Your company creates it every day.
A technician explaining a problem on a job site can become a short video. A before-and-after photo can show the work you actually do. A great customer experience can become a review. An unusual service call can become an educational article or social post. A question your CSR hears five times a week can become an FAQ on your website.
All of those pieces help create a clearer picture of your business online. And when a homeowner starts double-checking you, there’s something real for them to find.
Don’t forget about your website
With so much attention on AI, social media and new search experiences, it’s easy to underestimate the role of your website. Don’t.
Your website is still one of the places where you have the most control over how your business is represented. Your services should be clear. Your locations should be accurate. Your contact information should be easy to find. Your brand should be recognizable.
Most importantly, the site should actually feel like your company.
Ask yourself a slightly uncomfortable question: Could I swap my logo for a competitor’s logo and barely change anything else on this website?
If the answer is yes, there’s work to do.
Being found is only half the job
Today’s homeowner might discover you on Instagram, research their problem with AI, check your reviews on Google, watch one of your technicians on YouTube and finally book through your website.
That’s not a clean marketing funnel. That’s just how people behave.
Your job isn’t to control every step. It’s to make sure that wherever homeowners look, they keep finding reasons to trust you.
Because getting discovered is great. Getting chosen is what fills the call board.
What do homeowners find when they search for your business?
CAMP Digital helps home service companies build a connected digital presence designed to turn visibility into calls, leads and booked jobs.
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