7 Marketing Mistakes Local Service Businesses Make (And How to Fix Them)

taryn
Feb 26
4 min read

Marketing Doesn't Have to Be So Hard

You started your business to offer a service, not to master Instagram reels or study SEO algorithms.

But here's the thing: marketing isn’t optional anymore—especially if you’re a local service business. Whether you’re running a laundromat, pressure washing crew, HVAC company, or dog grooming business, your customers are online… and they expect you to be, too.

At Page 2 Media, we work with service-based businesses across New Jersey and beyond. We’ve seen firsthand how the right marketing brings in leads, builds trust, and makes your life easier—and how the wrong marketing? Well, it can cost you thousands.

In this post, we’re breaking down the 7 most common marketing mistakes we see local business owners make (and how to fix them fast).

Mistake #1: Not Claiming or Optimizing Your Google Business Profile

Why it’s a problem: Your Google Business Profile is often the first thing people see when they search for your service. If it’s incomplete, outdated, or unclaimed, you’re missing out on customers—even if your service is great.

How to fix it:

Go to google.com/business and claim your listing.
Add your hours, service area, phone number, and website.
Upload real photos (before & afters are gold).
Ask happy customers to leave reviews—and respond to every review, good or bad.

Pro Tip: Add weekly updates with photos or promos. It shows Google (and customers) you’re active.

Mistake #2: Having a Website That Doesn’t Convert

Why it’s a problem: If your website is slow, confusing, or looks like it was built in 2009, it’s costing you trust. People don’t stick around—they bounce.

How to fix it:

Use clear headlines: What do you do, and where?
Make sure your phone number is clickable on mobile.
Include a “Book Now” or “Get a Free Quote” button above the fold.
Use real photos of your work or team.
Add local keywords like “[Your Service] in [Your Town, NJ]” throughout the site.

Don’t overload your site with stock photos or walls of text. Clean and simple wins every time.

Mistake #3: Focusing on Too Many Social Media Platforms

Why it’s a problem: Trying to post every day on Facebook, Instagram, TikTok, LinkedIn, and YouTube? You’ll burn out before you get results—and your content won’t be strong anywhere.

How to fix it: Pick one or two platforms where your ideal customers are most active. For service businesses, we recommend:

Instagram for visuals, reels, and community hashtags
Facebook for local engagement and reviews
TikTok if you're targeting younger homeowners or showing behind-the-scenes content

Create short-form video content once a month, then schedule it out. Page 2 Media offers quarterly content days that make this easy and hands-off.

Mistake #4: Ignoring Local SEO

Why it’s a problem: If someone searches “dryer repair near me” or “power washing Maplewood NJ” and you’re not showing up? That lead is going to your competitor.

How to fix it:

Add location-specific keywords to your site (city names, zip codes, service areas)
Create blog content that answers common customer questions
Embed Google Maps on your website
Submit your business info to local directories (Yelp, Bing Places, Angi, etc.)
Keep your NAP (name, address, phone number) consistent across platforms

Pro Tip: Create service pages for each location you serve, not just one generic homepage.

Mistake #5: Running Ads Without a Strategy

Why it’s a problem: Boosting a Facebook post or launching a Google Ad without clear targeting is like throwing money into a slot machine and hoping for a jackpot.

How to fix it:

Set one clear goal: Calls? Bookings? Website visits?
Define your target audience (by location, age, interests, behaviors)
Use retargeting to stay in front of people who’ve already visited your site
Make sure the ad links to a page built to convert—not just your homepage

Better yet, don’t run ads until your organic foundation is solid. Otherwise, you’re just paying to send people to a weak presence.

Mistake #6: Not Collecting Customer Emails or Phone Numbers

Why it’s a problem: Repeat business is where the real money is—but if you’re not staying in touch, you’re forgettable.

How to fix it:

Ask every customer if they’d like to receive promos or tips by email or text
Use a simple tool like Mailchimp or TextMagic to stay in touch monthly
Send reminders (seasonal services), special offers, and updates
Offer a “first-time customer discount” in exchange for an email or phone number

Pro Tip: Email and SMS marketing have some of the highest ROI in the game—and they’re underused by small businesses.

Mistake #7: Doing It All Yourself (With No Plan)

Why it’s a problem: You didn’t start your business to become a content creator, designer, copywriter, and SEO expert. Spinning your wheels on marketing tasks without a plan leads to burnout and inconsistent results.

How to fix it:

Map out a basic content plan for each month: 1 video, 2-3 posts, 1 promo
Batch your content ahead of time
Set aside one day a month for marketing or outsource to a team you trust

At Page 2 Media, we specialize in creating systems for service business owners that take everything off your plate—from strategy and design to content and SEO.

The Bottom Line

You don’t need a massive marketing budget or a viral video to grow your local service business. You just need a smart, sustainable strategy that focuses on what actually works.

Start by fixing the mistakes above—and if you want help, we’re here.