Hardly any of this is about looks. It is whether a stranger can tell which quadrants you cover, when a person answers, and what it runs.
Say which quadrants you actually cover
Addresses here start with a direction for a reason, and a customer in outer Southeast has no idea whether a crew photographed in the Pearl will cross the river for them.
Write the line the way you dispatch it. Eastside daily. West hills on scheduled days. Anything past 205 by quote. It reads as refusing work and mostly it removes calls you would have declined.
Lead with cooling from May onward
This city spent a century building houses on the assumption it never got truly hot, and then it did. Retrofitting cooling into a house with no ducts is now one of the most searched jobs in the metro.
If you do heat pumps, ductless heads, or panel upgrades to support them, that belongs at the top of the page before summer rather than during the first hot week when you are already booked out.
Say what you know about old panels
Half the reason a cooling retrofit stalls is the electrical panel, and homeowners find that out after they have already been quoted for the equipment.
Explain it up front: what capacity is needed, when a panel has to be replaced first, and roughly what that adds. Being the one who said it early wins the job.
Put the moss and gutter season on the page
From October the searches change completely. Moss lifting shingles on the north slope, gutters overflowing down the siding, a basement that seeped again.
Move that work to the top in September. People search for it the week it happens, and a site still leading with summer work loses them.
Say something about unreinforced brick if you touch it
A great deal of older commercial and multi-family stock here is unreinforced masonry, and owners are increasingly being asked hard questions about it.
If you do that work, or work around it, say so. It is high-value, low-competition, and almost nobody has a proper page for it.
Put the CCB number in the footer
Oregon expects the number in advertising and customers here genuinely look it up, because the board makes it easy to.
Footer of every page rather than an about page nobody opens. It is the cheapest way to separate a real heat pump and retrofit crew from the outfit booked out until September.
Photograph houses that look like theirs
A stock kitchen says nothing. A ductless head going into a 1920s bungalow in Sellwood, with the same window trim in shot, tells a homeowner you have done their exact job.
Phone photographs are fine. Work around a week over a hundred degrees rather than against it, and keep the frames that show ductless heads finished rather than halfway apart.
Put a figure next to each service
Leaving the price off reads as expensive. A floor, a range, what ductless head usually runs, or a flat assessment fee gives somebody enough to act on.
Publish a band and the phone rings less and converts more, because whoever calls about a ductless head has already accepted roughly what it costs.
Keep the listing and the site telling one story
Hours, coverage, categories, and phone number have to agree between the map listing and the site. Where they conflict, somebody in Sellwood believes the listing.
Check it during heat waves and ice storms, when what you can actually promise is nothing like the printed hours.
