Home / Home Services Marketing Agency
An emergency plumber and a landscaping design-build business are both "home services" and have almost nothing in common. One is won at 2am by whoever ranks and answers. The other is won by a portfolio and a quote that arrives first.
Agencies that treat them the same produce the same page with a different logo, which is why so much trades marketing underperforms.
Pick your trade below. Each one is written for how that specific business actually gets hired.
| Trade | How the job is actually won | |
|---|---|---|
| Electrical | Emergency call-outs decided by map position and who answers, plus project work won on reviews and photos | Electrician marketing |
| Landscaping | An eight to ten week spring window decides most of the year, and design-build sells on portfolio | Landscaping marketing |
| Pest control | Recurring plans, seasonal spikes, and speed to lead on urgent calls | Pest control marketing |
| Commercial janitorial | Facility managers, RFP cycles and walkthroughs, not the map pack at all | Janitorial marketing |
| Residential cleaning | Consumer purchase decided in days on reviews and availability | Cleaning company marketing |
| Solar | Long consideration cycle, high ticket, heavy comparison shopping | Solar marketing |
The differences matter, but four things are true whatever you install, repair or maintain.
Most trades bookings still start as a call. Which means a missed call is not a missed call, it is a lost job and every repeat job behind it. Before I look at rankings I look at what happens to a call at 7pm on a Friday, because it is cheaper to fix and pays immediately.
For anything with "near me" intent, the three map results take most of the clicks. That position is driven by proximity, review count, review recency and how completely your profile is filled in. A beautiful website that loses the map pack is an expensive brochure.
Nobody searches "home services". They search "AC not cooling", "emergency electrician", "gutter replacement cost". Each of those deserves a page. A single page listing twelve services ranks for none of them.
A steady drip of reviews beats occasional bursts, and a system that asks automatically beats a good intention. This is the single highest-return operational change most trades businesses can make, and it is not really marketing at all.
Fifty city pages. Thin location pages built at scale stopped working years ago and they dilute the pages that could rank. Three real service-area pages beat thirty empty ones.
Shared lead marketplaces as a permanent channel. Fine as a stopgap. As a strategy you are renting demand forever and competing on callback speed with everyone else who bought the same lead.
It should, and that is a reasonable reaction. The people who own this category have trained you to expect a pitch with no substance. The difference I can offer is checkable: before any call I look at your site and your search visibility and tell you what I would fix first, whether or not you hire me. If that conversation is not specific to your business, you will know inside five minutes and you should end it.
I am based in India and I work with clients in the United States, the UK and Israel. Saying that plainly is better than letting you find it out later. What it means in practice: my afternoon and evening covers the whole UK working day and the US morning, so you get same-day replies rather than overnight ones. What it does not mean is a team of juniors. You get me, which is also the limit, because I take a small number of clients at once.
This is the most common thing I hear and usually the story is the same: a long contract, a monthly report full of numbers that went up while the phone did not ring, and no way to leave. So there is no contract here. You can stop at the end of any month, and the site, the content, the tracking and the ad accounts are yours from day one, in your name, not mine.
Because traffic is not what gets reported. The events that matter are phone taps, form submits and booking clicks, tracked from the first week so that by month two we can both see which pages produce enquiries and which produce visits. If a page brings people and no enquiries, that is a finding, not something to bury under a sessions chart.
You should not have to. What I need from you is roughly an hour a month, plus answers when something needs a decision only you can make. If a project needs more of your time than that, I will say so before it starts.
Written out because the fear with any agency is not the price, it is not knowing what happens after you pay.
| When | What happens | What you have to do |
|---|---|---|
| Before the call | I look at your site, your Search Console if you will share it, and the two or three competitors who actually take work from you. | Nothing. |
| The call, 30 minutes | I tell you what I would fix first and roughly what it is worth. If search is the wrong spend for your situation, I say so here. | Answer questions about how enquiries reach you now. |
| Week 1 | Conversion tracking goes in first, so phone taps, form submits and booking clicks are measured from the start. Full technical crawl. You get a written list of what is broken, ordered by what it is costing you. | Access to the site and the analytics. |
| Weeks 2 to 3 | The fixes that need nothing from you: the technical faults, the pages that rank but do not convert, the enquiry path itself. | About an hour, reviewing anything client-facing. |
| Week 4 | First written update. What was done, what moved, what did not, and what is next. Not a dashboard. | Read it and tell me if the priorities are wrong. |
| Month 2 onward | The slower work: content, local visibility, links. Monthly written update in the same format. | An hour a month. |
Who you deal with: me, every time. There is no account manager and no handover to a junior, which is the advantage and also the reason I keep the client list short.
What happens if it is not working: you leave at the end of any month and keep everything. I would rather you did that in month three than stay unhappy for a year, because the referrals I get from people who left on good terms are worth more than one uncomfortable retainer.
A two-van operation and a fifteen-van operation across three counties need completely different work, and an emergency trade needs a different plan from a project trade. Anyone quoting a monthly figure before knowing which you are is guessing.
So the first call is me understanding your business, not me presenting a package. Then I come back with a scope and a monthly figure built for that.
What I will tell you upfront: it is a monthly retainer, there is no contract, you can stop any month, and everything I build stays yours. If we run ads, that spend goes to Google in your own account and I do not mark it up.
The most relevant thing I can show you is a local search rescue that moved a service business from position seven to position two in the map pack over 90 days, and a form rebuild that took conversion from 1.4% to 12.3% on the same traffic, with no extra ad budget. Both are written up lever by lever, including the levers that did nothing, on my case studies page.
Where I have not worked in your specific trade I will say so on the call rather than implying otherwise. My public Upwork record cannot be edited by me: 225 jobs at a 100% Job Success Score.
Before you talk to anyone, including me, it helps to know what you are actually buying. These are free and there is no signup:
Electrical, landscaping, pest control, commercial janitorial, residential cleaning and solar have dedicated pages. HVAC, plumbing and roofing I also work with. If your trade is not listed, the approach is the same and the specifics differ, so ask on the call.
It is a monthly retainer scoped to your business. A two-van operation and a fifteen-van operation need different work. I price it after a call rather than before, with no contract and everything built staying yours.
Usually not to start. Most trades sites have the right information structured for the wrong buyer, and the first month is often fixing what exists rather than rebuilding. I will tell you honestly if a rebuild is genuinely the constraint.
For most trades it is the single most important thing, more than the website. Proximity, review count, review recency and profile completeness drive it. That is why review generation is part of the work rather than an optional extra.
As a stopgap while your own visibility builds, they can bridge a gap. As a permanent channel you are renting demand forever, paying for leads two or three competitors also bought, and competing purely on who calls back first.
Local search usually shows first movement in roughly 60 to 90 days, as an estimate rather than a guarantee. Operational fixes like call handling and review requests can show up much faster, which is why I usually start there.
I do. Founder led, so the person reading your Search Console on Monday is the person you spoke to on the call.
Thirty minutes. Tell me where your last few customers came from and what you could handle more of. I will tell you whether marketing is your constraint or whether something else is, and I will say so plainly if it is not.