More people will read your map listing than your homepage. When the two contradict each other, the listing is believed.
The primary category does the work
Nearly all of your visibility hangs off the single primary category. Picking a vague one to keep your options open is how businesses end up invisible for everything.
Choose it for the jobs you want to repeat, stack the others underneath as secondary, and come back to it whenever the work changes shape.
Service area or address, not both by accident
Storefront businesses publish the address. Mobile ones define a service radius and hide it. Publishing an address at a unit nobody sits in earns you reviews from people who found the door shut.
Draw it where you really go. Claiming every town inside Route 128 waters down the listing and fills the phone with jobs you turn down.
Hours, holidays, and storm days
Nothing earns a one-star faster than a wasted drive out past the Route 128 belt. Load the holiday hours in advance rather than fixing it once somebody has complained.
Set them for snow emergencies too. If you are not answering the shop phone during a storm, the listing should say so.
Photos, recent and real
A listing showing recent jobs pulls more taps than one showing a logo and a stock photo. A handful every month beats a single upload of twenty.
Include the front of the building and where the car goes. In a city of near-identical brick facades, that is a genuine service.
Send each service to its own page
Sending every tap to the homepage throws away the intent. Somebody who clicked about ice dams should arrive on the ice dam page, already reading about ice dams.
Neighborhoods work the same way. If Roslindale was in the query, Roslindale should be on the screen when the page loads.
Ask for reviews at the right moment
Ask standing in front of them, the moment the work is finished and they are pleased with it, link already open on your phone. A batch email a fortnight later does nothing.
Answer every review, the harsh ones included, and write the reply for the stranger reading it six months from now. They are who you are really talking to.
