The 3 Things Local Customers Look For Before Hiring You

If you run a small service business—like a cleaning company, landscaping crew, laundry service, handyman business, or moving company—your customers aren’t scrolling Yelp for hours.

They’re scanning quickly and making snap decisions.

So what makes someone choose you over a competitor?

It’s not always the lowest price. In fact, it often comes down to just three key things.

Let’s break them down—plus how you can make sure you’re showing customers these things in every interaction, online and offline.

1. Proof That You’re Legit (aka Trust)

Before they ever reach out to you, potential customers are looking for signs that:

• You’re real.

• You show up.

• You’ve done this before—and done it well.

Here’s how they check:

✅ Google Business Profile - They’ll look for reviews, hours, and photos. How to win: Make sure your profile is updated with your real contact info, recent photos of your work or team, and that you’ve replied to any reviews (even the bad ones).

✅ Social Media Presence - they don’t need you to be TikTok-famous, but they’ll check to see if you’re active and legit.

How to win: Post 1–3 times per week. Show your face. Share jobs you’ve done. Respond to DMs and comments quickly.

✅ Photos That Show the Real DealStock photos = ✖️ Blurry, dark photos = also ✖️.

How to win: Take 5 seconds after each job to snap a clean, well-lit picture—bonus if your client is happy and says you can post it.

✅ A Website That Doesn’t Feel Sketchy - Even if most of your business comes from social, a website helps seal the deal.

How to win: Keep it simple. Make sure your phone number is easy to find, and that your services are clearly listed.

2. Pricing That Makes Sense (Even If It’s Not the Cheapest)

Here’s a secret: most people don’t want the cheapest option. They want the option that feels worth it.

They’re asking themselves:

• “What am I really getting for this price?”

• “Will they show up on time?”

• “Will this save me time or stress?”

• “Can I trust them in my home?”

So how do you communicate value, not just price?

✅ Be Transparent - If you don’t list pricing, at least give a ballpark. People want to know if you’re in their range.

Example: “Pricing starts at $89 for basic cleaning packages.”

✅ Explain What’s Included - Use bullet points. Break it down.

Example: “Our standard service includes pickup, same-day wash/dry/fold, and delivery right to your doorstep.”

✅ Offer Packages or Bundles - This makes people feel like they’re getting more.

Example: “Book 4 cleanings, get your 5th half off.” Or, “Monthly laundry service = your Sundays back.”

✅ Make It Easy to Book - The biggest turn-off? When people want to book you but can’t figure out how. How to win: Link your phone number in bio, add a scheduling form to your website, or say “DM us to book” on social.

3. A Feeling of Familiarity and Good Vibes

Yep, this matters more than you might think.

People want to hire someone who feels right. Someone they’d be comfortable inviting into their home or trusting with their time and money.

This part is all about your tone, personality, and presence.

✅ Show Your Face (Even Just a Little) - Even one photo of you or your team builds more trust than 10 stock images.

How to win: Post an intro of yourself, smile in stories, or share a quick video of you on the job.

✅ Speak Like a Real Person - Ditch the corporate lingo. Be helpful, clear, and conversational.

Example: Instead of “We provide premium moving services,” say:

“Moving soon? We’ll load, haul, and get you settled—without the stress.”

✅ Share Little Bits of Your Story - Why you started your business, how long you’ve been in the area, what you love about your work. These things matter.

How to win: Add this to your “About” page or sprinkle it into posts and captions.

✅ Respond Quickly and Kindly - Your tone in texts, emails, and DMs = part of your brand. Be quick, friendly, and helpful—even if they’re not ready to book yet.

How to Put This All Together (Fast)

Here’s a simple checklist you can run through this week:

• Update your Google Business Profile with current info and photos.

• Post one testimonial or behind-the-scenes moment to Instagram or Facebook.

• Add starting prices or service bundles to your website.

• Take a few fresh photos on the job and use one in your next post.

• Write a friendly “About” blurb sharing who you are and what you do.

• Practice replying to DMs with personality and clarity.

Even doing just 3 of these things will help you stand out, feel more professional, and earn the trust of people who are ready to hire you.

People want to hire someone they like, trust, and understand. By showing that you’re legit, clear on pricing, and genuinely good to work with—you make their decision easy.

Remember: most of your competitors aren’t doing this consistently. So when you do, you win.

📞 Want help tightening up your website, social media, or service packages?

Book a free strategy call with Page 2 Media and let’s build your business the smart way.