Successful marketing for home services (roofer, lawn care, HVAC, etc) and professional service businesses (finance, health, consulting, etc) share many similarities, but there are a few key differences that are worth exploring.
How are they similar?
First, let’s talk about how the two types of business are similar.
Both types need to show up where prospects are searching. Spoiler: If nobody can find you, it doesn’t matter how great the rest of your marketing is.
Once visible, both need to establish credibility and authority:
- Credibility answers, “Can I trust this business to deliver on their promises?”
- Authority answers, “Does this business have the skills and experience to solve my problem?”
Once these are established, both types of business need to convert visitors by getting them to take action: calling in, completing a form, signing up for a lead magnet, etc.
This is where things get more interesting.
How are they different?
The big difference between these two is the amount of education the prospect needs before making a decision.
When I hire someone to pump my septic tank (true story), I don’t need to read a white paper or read a case study – though it wouldn’t hurt.
I just need to see some positive reviews, a decent photo or two and speak to someone friendly when I call. Or better yet, schedule my appointment online without having to pick up the phone.
On the flip side, If I need to find a chiropractor or a tax advisor, I’m going to take more time to make my decision.
I want to know more about their specific philosophy and methodology. Do they have proof of the results they offer?
Have they had specific experience with my situation?
Do they offer educational material which helps me understand my problem better, and enhances their authority?
I’ll probably look into some of their competitors, and call and speak to each of them, before finally making a decision.
It comes down to risk
Ultimately, it’s not really about Home Services vs Professional Services. It’s about risk.
Hiring someone to mow my lawn is relatively low risk. It’s no big deal if they don’t do a great job: It didn’t cost much up front, my lawn keeps growing and it’s easy enough to find another lawn-care company to replace the first.
Hiring a financial advisor or an architect is a riskier experience.
First, the consequences of failure are much greater. Second, the upfront cost is higher. And third, it’s far more painful to find a new provider if the first one doesn’t work out.
Key Takeaways: What should you do with this knowledge?
Successful marketing requires that you understand your prospect, and give her the information that she needs to feel confident about working with you.
By considering the amount of risk involved in your prospect’s decision, you can come up with ways to lower that risk, and ultimately earn the trust and business of your prospect.
Remember, lower risk requires less “convincing.” So focus on the following:
- Customer reviews on places like your Google Business Profile.
- Professional web design.
- High quality stock images or decent custom images.
- Trust signals such as years in business, industry certifications, etc.
- A little bit about your unique story, to help you stand out from the crowd.
- Making it easy for your prospect to contact you.
Higher risk purchases require more convincing. So consider these additional items:
- In depth case studies and testimonials
- Free educational content via a blog, video or audio.
- Educational lead magnets such as white-papers, ebooks or case-studies.
- Lead nurturing via educational email drip sequences.
- High quality photography or video on your website.
- Web design with more polish and custom accents.
If you’re feeling overwhelmed or need some expert guidance on how to best market your service-based business, don’t hesitate to reach out. Contact us today, and let’s work together to turn your online presence into a lead generating machine.
