Far more people read the listing than ever reach the homepage, pollen season especially. Where the two disagree, the listing wins.
The primary category carries almost everything
Almost all your visibility rests on the single primary category. For a heating and air company, picking a vague one to stay flexible is the standard way to end up findable for nothing.
Set it to the job you want repeating, put the others underneath, and look again whenever pollen season changes what you are doing.
Service area or address, not both by accident
A counter you stand behind gets an address. A van gets a service radius with the address hidden. A unit nobody sits in earns reviews from people who drove to the Highlands and found it shut.
Draw the radius where you genuinely go. Inside the Watterson, with the East End on scheduled days is the honest line, and claiming more thins the listing while filling the phone with jobs you refuse.
Hours, holidays, and Derby week
Nothing earns a one-star faster than a wasted drive to the Highlands. Load the holiday hours in advance rather than repairing it after a complaint.
Set them for Derby week and for ice storms, when what you can actually promise is nothing like the normal schedule.
Recent photographs, not a logo
A listing showing air handlers from this month gets tapped more than one showing a logo. Three or four a month beats twenty once a year.
Photograph the front of the building and wherever the car goes, so somebody arriving from the Highlands for the first time knows they have the right place.
Land each tap on the page it asked for
Routing everything to the homepage throws the intent away. Somebody who tapped a listing about an air handler should arrive already reading about an air handler.
Neighborhoods behave the same. Germantown in the query means Germantown on screen when the page loads.
Ask for the review at the right moment
Ask standing in front of them, the moment an air handler is working again and they are visibly relieved, link already open. A batch email a fortnight later does nothing.
Answer every one, the bad ones especially, written for whoever reads it six months from now, probably while looking at an air handler while the worst pollen count in the country is going on. That reader is the person you are talking to.
