Are Costing You Leads
Not Your Competitors
What Homeowners Are Looking For On Your Website
Who the company is: Are you trustworthy, professional, and local?
The services you provide: What problems do you solve for homeowners?
Your service area: Can you help them where they live?
Their pain points: Are you addressing their needs in a way they understand?
Proof of your solutions: Do you have reviews, testimonials, and project photos to demonstrate your success?
This type of content resonates.
Homeowners may also care about your years of experience, awards, and certifications, but only when they reinforce your ability to solve their specific problem or complete their project.
The Restaurant Analogy
Ron Greenbaum, my mentor and co-founder of our agency, taught me a lesson I’ll never forget. He said, “Think of your home service company like a restaurant.”
When people hear about your business, it’s often through word-of-mouth or online reviews. They want to know about your “menu” (the services you offer), see pictures of the amazing “dishes” (your projects), and feel reassured by the ambiance and staff (your reputation).
What they don’t want to see is the step-by-step process of butchering the cow or preparing the dish. It’s
irrelevant to their experience and can leave them feeling more overwhelmed than before.
The Problem with Taking The Technical Approach
The Problem with Taking The Technical Approach
DIYers: Homeowners looking to learn how to do the work themselves.
Competitors: Industry professionals who want to compare notes, adopt your methods and even buy the same products you use.
This type of content doesn’t convert to paying customers, it can actually distract search engines and confuse your audience.
Keep It Simple
When we partner with new clients, one of the first challenges is shifting how they think about their website content. Here’s the truth:
You don’t need hundreds or thousands of pages on your site.
Search engines like Google and Microsoft only allocate so much visibility to your site.
If your site is packed with irrelevant or overly technical content, you’ll rank for terms that don’t align with the services you want to sell.
Instead, focus your energy on clear, concise, and customer-focused content that demonstrates your expertise in solving homeowner
problems or completing amazing upgrades to their home.
Ready to Close
More Homeowners?
If your current website isn’t converting visitors into leads, it’s time to rethink your strategy. At Greenbaum Stiers, we specialize in helping home service businesses across the U.S. create websites that connect with their ideal customers and drive results. (not just impressions)
We’ve walked in your shoes, and we’re here to help you attract the right homeowners to grow your business.
Reach out today for a website audit, and let’s talk about how we can work together to make your marketing as effective as your services.