51 Action Items
Local Service Business Marketing Checklist
51 action items across 6 categories. Check off what you've done — every gap is a lead you're missing.
1. Google Business Profile
15 points- Claimed and verified your GBP listing
- Business name, address, and phone number match your website exactly
- Correct primary category selected (e.g. "HVAC Contractor", "Roofing Contractor")
- All relevant secondary categories added
- Business description written (750 chars, includes city + service keywords)
- Service area set by city (not just radius)
- All services listed with descriptions and prices where possible
- At least 20 job photos uploaded
- New photos added at least 2x per month
- Google Posts published at least 2x per month
- Q&A section pre-populated with 5+ questions and answers
- Business hours accurate and holiday hours set
- Messaging enabled and response time under 1 hour
- Products/services section fully filled out
- GBP Insights reviewed monthly (search terms, direction requests, calls)
2. Reviews & Reputation
8 points- 25+ Google reviews
- Average rating 4.5 stars or higher
- At least 3 new reviews in the past 30 days
- Every review (positive and negative) has a response within 48 hours
- SMS review request sent same day every job is completed
- Review request follow-up sent if no review after 3 days
- Yelp profile claimed and updated
- Facebook page reviews monitored and responded to
3. Website Basics
10 points- Site loads in under 3 seconds on mobile
- Phone number clickable (tel: link) on mobile
- Service area clearly stated on homepage
- Separate page for each major service
- Each service page targets a specific keyword (e.g. "AC repair Phoenix")
- NAP (name, address, phone) in footer
- SSL certificate active (https://)
- Contact form working and tested
- Clear call-to-action above the fold on every page
- LocalBusiness schema markup implemented
4. Local SEO
8 points- Google Search Console set up and site submitted
- Bing Places listing claimed
- Listed on Angi, HomeAdvisor, Thumbtack (even if not paying)
- NAP consistent across all directories (exact match)
- At least one city+service landing page (e.g. "/hvac-repair-scottsdale")
- At least 5 city+service pages if serving multiple areas
- Blog or resources section with at least 4 posts targeting local keywords
- Internal links between service pages and blog posts
5. Paid Ads
5 points- Google Local Services Ads (LSA) set up with Google Guaranteed badge
- LSA budget set high enough to win at least 1-2 leads per day
- Conversion tracking active on Google Ads (calls + form fills)
- Negative keyword list in place (removes job seekers, DIY searches)
- Separate campaigns for different services/cities
6. Social Proof & Trust
5 points- Before/after photos visible on homepage or services pages
- License number and insurance info visible on website
- Team photos on About page (no stock photos)
- At least one video testimonial from a real customer
- BBB, Angi, or HomeAdvisor badge linked on website
Scoring Guide
45–51 pointsYou're in great shape. Stay consistent and protect what you've built.
30–44 pointsReal gaps that are costing you leads every month. Pick the lowest-hanging fruit first.
Under 30 pointsYou're leaving significant revenue on the table. Most competitors in your market are ahead of you here.
Not sure where to start?
We'll do a free audit of your entire online presence and show you exactly what to fix first.