You know how to fix a broken furnace, replace a panel, or patch a roof—but when it comes to getting found online or turning clicks into calls? That’s where a lot of home service pros hit a wall.
Most contractors didn’t start their business thinking about SEO, Google reviews, or website load speed. But in today’s world, doing great work isn’t enough. If your marketing is outdated—or worse, nonexistent—you’re probably losing jobs to competitors who don’t do better work… just better marketing.
The good news? You don’t have to become a marketing guru. You just need to avoid the most common mistakes that keep home service businesses stuck.
Let’s break down the top marketing missteps we see from plumbers, HVAC techs, electricians, and other trades—and how to fix each one so your business starts generating the kind of leads and trust it deserves.
Ignoring Reviews (Or Not Asking for Them at All)
If you’re not asking for reviews, you’re leaving easy trust—and free marketing—on the table.
When homeowners are deciding who to call, they almost always check your Google reviews first. If you have none (or just one from 2019), they’re going to wonder if you’re still in business. And if you have negative reviews you haven’t responded to? That’s even worse.
The fix? Make reviews part of your job process. After every service call or completed project, send a follow-up text or email with a direct link to leave a Google review. Make it easy, casual, and part of your normal workflow.
And once those reviews start rolling in, respond to each one—good or bad. Thank the happy customers, and handle negative feedback professionally. This not only helps your local SEO but also shows future customers that you care about service beyond the sale.
In the home services world, reviews aren’t optional. They’re your reputation—and your edge.
Not Tracking Where Leads Come From
If you don’t know where your leads are coming from, you can’t tell what’s working—and what’s just draining your budget.
A lot of home service pros rely on gut feeling: “I think that ad worked” or “I’m pretty sure most of my leads come from Google.” But without real tracking, you’re just guessing. That means you could be overspending on ads that don’t convert—or underinvesting in what’s actually bringing in business.
Fixing this doesn’t require fancy software. Start simple:
- Use a different phone number for each marketing channel with a call tracking tool
- Add a “How did you hear about us?” dropdown on your contact form
- Keep a spreadsheet of calls and bookings by source each week
Once you start tracking, you’ll see patterns—and from there, you can double down on what’s working and cut what’s not.
Marketing is math. And you can’t optimize what you’re not measuring.
Relying on an Outdated Website
If your website looks like it hasn’t been touched since flip phones were a thing, customers will assume your business is stuck in the past too.
Outdated design, slow load times, broken links, or clunky navigation can send the wrong message fast. Your website should reflect the quality and professionalism of your work—if it doesn’t, people will bounce before they even see what you offer.
What’s worse? An old site often doesn’t work well on mobile. And since the majority of home service searches happen on phones, that’s a huge problem.
The fix: update your website to look modern, load quickly, and work smoothly across all devices. Add strong calls to action, real photos of your work, and clear info about your services and service areas.
Your website is your digital storefront. Make sure it looks open for business—not like it closed five years ago.
Treating Marketing Like a One-Time Project
Too many home service pros treat marketing like a checklist item: “Got a website? Check. Ran a Facebook ad once? Check. I’m good, right?”
Not quite.
Marketing isn’t a one-and-done task—it’s an ongoing process. If you’re only thinking about it when work slows down, you’re always going to be playing catch-up.
The reality is, the contractors who stay booked year-round are the ones who keep their marketing consistent. That means regularly posting updates, collecting reviews, publishing seasonal blog content, refreshing your Google Business Profile, and checking in on what’s actually working.
The fix? Think of marketing the same way you think about preventative maintenance. It doesn’t take a ton of time each week—but it adds up fast and keeps things running smoothly.
A little consistency beats one big marketing push every time.
Saying “Yes” to Every Ad Rep That Calls
We get it—those marketing reps can be convincing. They promise big returns, exclusive placements, and a flood of new leads… for just a few hundred bucks a month. Sounds tempting, right?
But blindly saying yes to every print ad, directory listing, or “premium profile” offer can drain your budget without delivering results. If you’re not sure what you’re getting—or how it’s being tracked—you’re just guessing.
The fix? Get picky. Ask tough questions before signing anything:
- How are leads tracked?
- Will I get reporting?
- Can I cancel if it’s not working?
If they can’t answer clearly, it’s probably not worth your time or money. A smarter move is to invest in strategies you control—like your website, local SEO, or email marketing—where you can see results and make adjustments.
You don’t need more marketing promises. You need a plan that actually performs.
Not Having a Google Business Profile (Or Leaving It Half-Blank)
Your Google Business Profile is one of the most powerful tools you have—and it’s completely free. But a lot of contractors either haven’t claimed their listing or leave it half-finished, which sends the wrong message to both Google and potential customers.
When someone searches for “plumber near me” or “electrician in [city],” Google pulls local listings from GBP first. If your profile is empty, outdated, or missing key info, you’re probably not showing up at all—or worse, you’re being skipped over for someone who took the time to fill it out.
The fix? Claim your profile and fill out everything:
- Business name, address (or service area), and phone number
- Hours of operation, services, and service areas
- A keyword-rich description, high-quality photos, and recent posts
- And yes—respond to those reviews!
Updating your profile monthly helps keep it fresh and signals to Google that your business is active and trustworthy. If your competitors are showing up on the map and you’re not—it’s probably because they’re doing this right, and you’re not doing it yet.
Wrap Up: Good Marketing Doesn’t Have to Be Complicated—It Just Has to Be Done
You don’t need to be a full-time marketer to grow your business—you just need to avoid the traps that keep most home service pros stuck.
Ignoring reviews, relying on an old website, saying yes to the wrong ad rep, or never tracking your leads—these aren’t just little mistakes. They’re the things that separate booked-out businesses from those struggling to stay busy.
The good news? Every one of these issues is fixable. With a little consistency and the right strategy, your marketing can finally start working as hard as you do.
Need help fixing these marketing mistakes? At BuildPro Media, we help home service pros turn guesswork into growth with smart, proven marketing strategies that bring in leads—and keep your schedule full. Let’s fix your marketing—contact us today.