Local SEO is absolutely crucial for home improvement businesses because geography matters immensely in your industry. Someone in Leeds isn’t going to hire a bathroom fitter from Bristol, no matter how good their website looks. Local SEO ensures you’re visible to customers in your service area exactly when they need you.
Google Business Profile: Your Digital Shopfront
Your Google Business Profile is often the first thing potential customers see when they search for your home improvement services. It’s your digital shopfront, and optimising it properly can transform your lead generation.
Complete Every Section.
Don’t leave any field blank. Include:
- Accurate business name, address, and phone number
- Comprehensive business description with keywords
- All relevant service categories
- Business hours (including holiday hours)
- Website URL
- Photos of your work, team, and premises
Choose the Right Categories
Google allows you to select a primary category and several secondary categories. Be specific rather than generic. Instead of just “Contractor,” use “Bathroom Remodelling Contractor,” “Kitchen Remodelling Service,” and “Tile Installation Service.”
Photo Strategy That Converts
Photos are incredibly important for home improvement businesses. Upload:
- High-quality before and after project photos
- Pictures of your team at work
- Your vehicles and equipment
- Your business premises
- Awards and certifications
Research shows that businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.
Google Posts: Stay Active and Relevant
Use Google Posts to share updates, special offers, completed projects, and company news. These appear in your business profile and show Google that you’re an active, current business.
The Power of Local Reviews
Reviews are the modern equivalent of word-of-mouth recommendations, and they’re incredibly powerful for home improvement businesses. Here’s how to build a review strategy that works:
Don’t leave reviews to chance. Implement a systematic approach:
- Complete the project professionally
- Follow up with a thank-you message
- Ask satisfied customers to share their experience online
- Make it easy by providing direct links to your review profiles
Always respond to reviews, both positive and negative. For positive reviews, a simple “Thank you for choosing us, [Name]. We’re delighted you’re happy with your new kitchen!” works well.
For negative reviews, respond professionally and offer to resolve the issue offline. This shows future customers that you care about customer satisfaction.
Focus on the platforms your customers actually use:
- Google (most important)
- Facebook
- Trustpilot
- Checkatrade or Rated People (if you’re listed)
Location-Based Landing Pages
If you serve multiple areas, create dedicated landing pages for each location. These shouldn’t be duplicate content with just the city name changed; they should be unique, valuable pages that serve each local audience.
Example: Kitchen Renovation Manchester Page Structure
- Overview of your kitchen renovation services
- Specific Manchester project case studies
- Local permits and planning information
- Manchester-specific testimonials
- Local landmarks or neighbourhood references
- Unique photos from Manchester projects
Local Citation Building
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistent citations across the web help Google verify your business location and improve local rankings.
Key Citation Sources for Home Improvement:
- Yell.com
- Yelp
- Trustpilot
- Checkatrade
- MyBuilder
- RatedPeople
- Local chamber of commerce websites
- Local business directories
Ensure your business name, address, and phone number are identical across all citations. Even small differences (like “St” vs “Street”) can confuse search engines and weaken your local SEO.
Competitive Local Research
Understanding your local competition is crucial for identifying opportunities:
Search for your main keywords + your city and see who ranks highest. These are your primary competitors for local search visibility.
Analyse Their Strategies
- What keywords are they targeting?
- What content are they creating?
- Where are they getting reviews?
- What citations do they have that you don’t?
Look for opportunities they’re missing:
- Neighbourhoods they don’t specifically target
- Services they offer but don’t optimise for
- Review platforms where they have few reviews
- Content topics they haven’t covered
For a full breakdown, see our complete Home Improvement Marketing Guide or book a free consultation with Loop Digital and find out how we can boost your home improvement marketing.
