How To Roast Your Own Home Service Business Marketing Strategy!

I want to dive into something that's near and dear to my heart: tearing your marketing strategy apart so you can build it back stronger.

Now, don't get me wrong—this isn't about being mean for the sake of it. It's about calling your baby ugly so you can make it beautiful.

But do you know how to critique your own home service business marketing for the better? Let's look at the biggest things to keep tabs on when it comes to knowing where you can improve in the marketing game.

So let's get into it.

1. Clarity Is King

First things first: if I land on your website and can't immediately tell what you do, we've got a problem. Imagine stripping away your logo—does your site still scream what you're all about?

For instance, if you're a plumbing company, does your homepage instantly convey that you're a plumbing service and where you operate?

Remember, people are selfish. They don't care about your mission statement or company values right off the bat. They want to know what you can do for them.

So, make it crystal clear: What do you do? Who do you do it for? Where do you do it? Lay it all out in the first section because 100% of your visitors will see this part.

Don't waste that prime real estate.

2. Calls to Action Need to Pop

Your CTA is the gateway to conversions. If your CTA blends into the background or is hard to find, you're shooting yourself in the foot.

Place it prominently—usually in the top right corner—and make sure it's a contrasting color that catches the eye.

Simplify your forms. Don't make visitors think too hard. For example, instead of a text input asking "How may we help you?" use a dropdown menu with your most common services.

Reduce the cognitive load so visitors can glide through the process.

3. Mobile Responsiveness Isn't Optional

Let's face it: everyone's glued to their phones these days. If your site isn't mobile-friendly, you're leaving money on the table. I can't tell you how many times I've seen a great desktop site turn into a hot mess on mobile. CTAs disappear, forms break, and suddenly you're losing potential customers.

Make sure your CTA is just as prominent on mobile as it is on desktop. Test your site on multiple devices. Don't assume it's fine—verify it.

4. Focus on the Customer, Not Yourself

I can't stress this enough: your website should be about the customer, not about you. Yes, your vision, mission, and values are important, but they shouldn't overshadow what you can do for your clients.

Address their pain points. Offer solutions.

Here's a simple formula:

• Step 1: Contact us.
• Step 2: We'll assess and fix your problem.
• Step 3: Enjoy your life without that pesky issue.

Then, back it up with testimonials. Show them happy customers who've benefited from your services.

5. Boost Your SEO Game

If your domain authority score is hovering around 11, it's time to amp it up. Aim for a score between 20 and 30. How? Backlinks and keywords.

Quality backlinks tell Google that your site is trustworthy. The more reputable sites linking to you, the better. And don't underestimate the power of good content.

Optimize your pages with relevant keywords, and keep producing valuable content that attracts organic traffic.

But remember, not all backlinks are created equal. Avoid sketchy sites. Focus on quality over quantity.

6. Track Those Conversions

You can't improve what you don't measure. Set up conversion tracking using tools like Google Analytics. Integrate it with your CRM so you know exactly where your leads are coming from and how they're converting.

This data is gold. It tells you your Customer Acquisition Cost (CAC) and helps you make informed decisions about where to invest your marketing dollars.

7. Choose the Right Platform

Now, I get it—WordPress is popular, and custom-built sites in C# might seem appealing. But let me tell you, unless you need highly specialized features, platforms like Webflow offer a cleaner, more efficient solution.

Webflow gives you control without the headache of constant updates and plugin conflicts that you often get with WordPress. Plus, it's great for SEO and offers a smoother user experience.

But here's a crucial tip: If you're migrating to a new platform, be meticulous. Your URLs, content, and meta tags need to remain consistent to preserve your SEO rankings.

Mess this up, and you could lose all the progress you've made.

8. Don't Neglect the Details

Small things make a big difference. For example, ensure your site's security certificates are up to date so visitors don't get warning messages. Keep your site's design modern and user-friendly.

No one wants to navigate a site that looks like it was built in 1995.

9. Embrace the Roast

Look, nobody likes hearing that their baby is ugly. But sometimes, that's exactly what you need to grow. When Sam Thompson and I roast our own landing pages, we don't take it personally. We see it as an opportunity to improve and get more leads.

So, be open to criticism. It's not about tearing you down; it's about building you up to be better than ever.

Be your own Chef Ramsay.

10. Take Action

All the advice in the world won't help if you don't act on it. Prioritize the changes that will have the most impact. Start with your website—it’s the face of your business.

Then, focus on SEO, conversion tracking, and finally, paid advertising if it makes sense for you.

Roast, Achieved

At the end of the day, the goal isn't to be nice—it's to make more money. By critically analyzing your marketing strategy, addressing weaknesses, and implementing these changes, you're setting yourself up for success.

So go ahead, roast your own marketing. Tear it apart and build it back better. And if you need a hand, you know where to find me.

Let's make your baby beautiful. Go give Service Scalers a visit and we'll get that baby in the beauty pageant and start getting you leads now.

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