• Home Services Marketing & Lead Generation

Home Services Marketing: A Guide to Generating and Converting Online Leads

  • Inna Lebedeva
  • 10 min read
Home Services Marketing: A Guide to Generating and Converting Online Leads


Jumping into the online scene can make a big difference for your home service business. This guide is here to break down Home Services Marketing in a way that's easy for everyone. Knowing how to market online is a big deal if you want to bring in more customers.

We've packed this article with the best marketing strategies that have worked wonders for other businesses just like yours. We'll walk you through simple steps and show you examples from other successful market service businesses. This way, you can see what works and how to do it.

So, if you're ready to grow your business and turn online interest into real deals, you're in the right place. Let's dive in and get started!

What is home services marketing?

The home services industry has shown remarkable growth and potential in recent years. In 2021, the global online on-demand home services market was valued at $3.71 billion, and it's projected to soar to $14.7 billion by 2030, growing at a CAGR of 16.7% from 2022 to 2030. This statistics makes many entrepreneurs want to create a website like Angi. But the real question is how do you market this type of business?

Home services marketing is about showcasing your skills and services online to people who need them. If you offer home-related services like plumbing or HVAC repairs, this kind of marketing is essential. It's all about creating a strong online presence through a well-designed website, social media, and online advertising. For instance, by using a strategy that includes advertising on Google, you can show up in search results when someone nearby needs a plumber or HVAC technician.

It's also beneficial to list your business on review platforms like Yelp or Angie's Leads, as it helps increase your visibility and credibility. This type of marketing not only helps you reach more people but also engages with them to ensure they have a good experience and come back to you the next time they need a service. Through a mix of online advertising, customer engagement, and a professional online presence, home services marketing helps grow your business in the digital world.

Now, let’s explore home services digital marketing in detail.

Home services marketing strategy fundamentals

The marketing funnel illustrates the journey that potential customers go through from becoming aware of their problem to making a purchase. It's often depicted as a funnel to represent the narrowing focus as prospects move closer to becoming customers. Here’s a simplified breakdown of the marketing funnel divided into two main parts: attracting/generating leads and converting them into customers.

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simplified sales funnel

Part 1: Attracting/Generating leads

The process of attracting and generating leads begins with making potential customers aware of your business and culminates in their serious consideration of your services. This can be envisioned as a funnel where numerous individuals enter at the top (Awareness), and as they move down the funnel through various stages, they become more aligned and engaged with your offerings. Here’s a detailed exploration of each stage in this lead generation journey:


This is the inception point where the primary goal is to cast a wide net to create awareness about your business and the services you offer. At this juncture, potential customers are likely encountering your brand for the first time.

Tactics for enhancing business visibility include SEO to boost organic search engine traffic (e.g. keywords optimization), social media marketing on platforms like Facebook and Instagram to showcase services and testimonials, content marketing through informative blogs, infographics, and videos, and targeted advertising on platforms like Google. A combination of these strategies is essential for reaching a broad audience.


Once the awareness has been established, the objective shifts to kindling interest in your services. At this stage, potential customers might start following your social media profiles, subscribing to your newsletter, or reading your blog to learn more.

Provide content that tackles your audience's common issues, bolster trust through customer testimonials, and highlight your proficiency with case studies and before-and-after project photos to underline the effectiveness of your services.


Here, potential customers are deliberating on whether to avail of your services. They might compare your offerings with competitors, read reviews, or seek more detailed information about your services.

Offer free consultations to understand potential customers' needs and demonstrate your expertise. Host webinars on topics related to your services to engage and educate your audience. Provide educational materials like guides and eBooks to help customers grasp the benefits of your services, guiding them towards an informed choice.

Each stage of this journey requires a tailored approach to ensure potential customers continue moving down the funnel, gradually building a stronger connection with your business, and inching closer to becoming paying customers.

Part 2: Converting leads into customers

The journey from capturing a lead to converting it into a paying customer is a meticulous process that requires understanding and addressing the customers' needs at various stages. As potential customers move closer to the decision-making phase, their interaction with your business becomes more intentional and evaluative. Here, we delve into the crucial stages of intent, evaluation, and purchase, outlining strategies to effectively nurture leads into becoming loyal customers.


At this juncture, leads have shown a clear intent towards using your services, perhaps by requesting a quote or reaching out for more information.

Respond quickly to inquiries to demonstrate professionalism and eagerness. Prioritize clear and concise communication, ensuring prospects receive the information they need. Offer detailed and transparent estimates to help leads grasp the value and expectations of your services.


Leads are now in a phase of evaluation, comparing your services with competitors to ascertain the best fit for their needs.

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Emphasize your unique selling points, whether it's experience, specialized services, or competitive pricing. Display positive reviews to build trust and validate your service quality. Ensure your pricing is competitive, balancing affordability with uncompromised quality, to attract potential customers.


This is the pivotal point where leads are on the verge of becoming customers. Their experience now can significantly impact their final decision.

Ensure a user-friendly booking process, offer outstanding customer service by promptly addressing queries, and send appointment confirmations to reinforce professionalism and reassure potential customers.

By addressing the needs and concerns of leads at each of these stages, home service businesses can significantly enhance their conversion rates, ensuring a steady influx of customers and fostering long-term relationships that contribute to sustained business growth.

Generate: Top lead generation channels for home services businesses

The digital landscape offers various channels to fill the top of the funnel and generate leads effectively. From optimizing your website for search engines to harnessing the power of social media advertising, each channel serves as a pathway to reach a broader audience and convert inquiries into loyal customers. Below, we delve into six key lead generation channels, illustrating how they can be leveraged to elevate your home services business in the online domain.

simplified sales funnel


Optimizing your website for search engines like Google helps improve its visibility when people search for the services you offer. For instance, if you run a plumbing business in Denver, optimizing your website with keywords like "Denver plumbing services" can help you rank higher in search results. Local SEO is crucial for home services businesses as it helps reach customers in your specific area. For example, a local electrician might optimize their website to rank for “electrician in [City Name]” to attract local traffic.

Pay-per-click (PPC) advertising

PPC advertising, also known as pay-per-click advertising, is a highly effective strategy for attracting potential customers in the home services industry. It involves utilizing different types of PPC ads, such as search ads, display ads, remarketing ads, and local services ads, to target specific keywords, demographics, and geographic locations. By leveraging PPC advertising, home services businesses can generate leads, increase brand visibility, and drive conversions. This strategy allows them to reach potential customers who are actively searching for their services, increasing their chances of acquiring new clients and growing their business.

Social media advertising

Social media platforms like Facebook and Instagram offer targeted advertising where you can specify the audience demographics such as location, age, and interests. For example, a lawn care service provider in Florida could run ads targeting homeowners in their area on Facebook, showcasing their lawn maintenance and landscaping services with before-and-after photos of recent projects.

Referral programs

Encouraging satisfied customers to refer others can be a cost-effective way to generate leads. For instance, a cleaning service might offer a discount to both the referring customer and the new customer as an incentive. This way, happy customers are motivated to spread the word about your excellent service, bringing in new customers at a lower acquisition cost.

Retargeting сampaigns

Retargeting campaigns are aimed at individuals who have previously interacted with your business online but didn’t make a purchase. For example, if someone visits your HVAC service website but doesn’t request a quote, retargeting ads can remind them of your services as they browse other websites or social media platforms, encouraging them to return and complete a request.

List your business in Online Directories and Review Sites

Platforms like Yelp, Angie’s List, or Google My Business are commonly used by customers to find and review home service providers. For instance, a local handyman could list their services on these platforms to increase visibility. It's important to find out which platforms are most popular in your region and ensure your business is listed there with accurate information and positive reviews to attract more leads.

Here are some examples of such platforms:

Platform Why it’s special
Amazon Home Services allows integrating the purchase of home services with their regular Amazon shopping experience, providing a trusted platform for users
Angie’s List known for its reviews and ratings, helping users find reliable service providers in their vicinity
Bark reverses the search process by allowing users to post their needs and then matches them with suitable businesses
HomeAdvisor focuses on quality by connecting businesses with leads based on detailed project specifications provided by potential clients
Houzz suits users interested in remodeling or redecorating their homes, offering inspiration, products, and professionals in one place
Nextdoor offers a community-centric approach, functioning as a private social network for neighborhoods, allowing businesses to engage with local residents
Porch connects homeowners with quality home improvement professionals and enhances the homeowner experience
Yelp connects millions of users with local businesses
NoCowboys specializes on New Zealand home services, connects customers with professionals, offers reviews


NoCowboys reviews

Convert: Top tips for converting more leads into paying customers

It's not just about attracting potential customers but also about convincing them to avail of your services. Here are some top-notch tips to enhance your lead conversion rate, ensuring a steady flow of business and fostering long-term relationships with your clientele.

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Top tips for converting more leads

  1. Responsive communication:

Speed is of the essence when responding to inquiries and leads. Customers often appreciate prompt responses and are more likely to engage with a service that is readily available. Ensure that you have a system in place to respond to emails, messages, or calls as quickly as possible, showcasing your readiness to attend to their needs. 2. Professionalism: Upholding a professional attitude in all interactions builds a positive image of your business. Ensure that your website, social media profiles, and other customer-facing platforms reflect the quality and professionalism of the services you provide. 3. Clear pricing: Transparency in pricing helps build trust. Customers appreciate knowing the cost upfront, which aids in making informed decisions. Ensure that your pricing structure is clear, fair, and easily accessible to potential customers. 4. Online reviews and testimonials: Positive reviews can significantly impact a potential customer's decision. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, or directly on your website. Displaying these testimonials prominently can help build credibility and trust. 5. Follow-up: Following up post-service not only helps in ensuring customer satisfaction but also in soliciting valuable feedback. This practice aids in building long-term relationships and improving your services based on real-world feedback. 6. Offer promotions or discounts: Limited-time offers or discounts can act as incentives, encouraging customers to make decisions faster. Promotions also create a sense of value, which can be appealing to potential customers. 7. Showcase your expertise: Sharing before-and-after photos, testimonials, and case studies on your platforms showcases the quality and expertise of your work. It provides tangible proof of your competency and the value you bring to the table. 8. Provide value: Offering free consultations, advice, or resources positions your business as an authority in your field. It demonstrates your willingness to provide value, building trust among potential customers. 9. Make transactions easy: Facilitate smooth transactions by offering various payment methods and utilizing field services apps for your technicians. Features like electronic signatures, checklists, and on-the-go invoicing streamline the process, making it easier for both your team and the customers. 10. Utilize technology: Employing Customer Relationship Management (CRM) systems helps in efficiently managing leads, follow-ups, and customer interactions. Leveraging technology streamlines operations, ensuring nothing falls through the cracks and every lead is duly attended to. 11. Online Forms:

Lead capturing forms are an essential tool for home services businesses to engage with potential customers. To create user-friendly and effective forms, simplicity and clarity are key. Request only essential information to avoid overwhelming visitors, and position the forms prominently on the website, such as on the homepage or service pages. 
  1. CTA (Call-to-Action) Buttons:

    CTA buttons play a vital role in directing visitors towards desired actions and boosting lead conversion rates. To create enticing CTAs, make them highly visible with contrasting colors and prominent placement on the page. Use clear and compelling messaging to communicate the benefits visitors will gain by clicking. Creating a sense of urgency or scarcity with phrases like "Call Now" or "Limited Offer" can encourage quicker action. Ensure that CTAs are large enough and positioned logically, especially on mobile devices.

By implementing these tips, home service businesses can create a conducive environment for converting leads into paying customers, ensuring sustained growth and a robust online reputation.


The journey from catching a potential customer's eye to sealing the deal is like navigating through a well-marked path. It starts with spreading the word about your business, sparking interest through engaging content, and then guiding interested folks through a process where they see the value you offer.

The marketing for home services isn't just about flashy ads; it's about building real connections, being there to answer questions, and making the process easy and worthwhile for the customer. By understanding and applying the steps in this journey, from the wide entrance of awareness down to the point of purchase, you're not just gaining a customer; you're opening the door to lasting relationships and a strong, trustworthy reputation in the home services market.

Through prompt responses, clear communication, showcasing your expertise, and ensuring a smooth booking process, you pave the way for turning interested individuals into loyal customers, ensuring the growth and sustainability of your business in the competitive home services arena.

Inna Lebedeva

Inna Lebedeva


Inna Lebedeva is a market researcher and writer specializing in eCommerce, startups, and web development at Greenice company. Through intensive market research and leveraging the expertise of the Greenice team, she offers entrepreneurs in-depth analysis and insights, empowering them to make informed decisions in their respective IT niches.

Link: eCommerce

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