Hardly any of this is about looks. It is whether a stranger can tell you have worked on their kind of house, and what it runs.
Say how far up the peninsula you go
Serving the South Bay tells nobody anything. Somebody in Sunnyvale has no idea whether a crew photographed in Willow Glen will come north, and at five in the afternoon that is a real question.
Write the line the way you dispatch it. San Jose and south county daily. Peninsula on scheduled days. Anything past Palo Alto by quote.
Claim the mid-century houses if you work on them
Thousands of houses here have flat roofs, floor-to-ceiling glass, and radiant heating tubing buried in the slab, and a great many contractors will not go near them.
If you will, say so explicitly and say what you have done. Owners of these houses search for a specialist by name and are willing to wait for one.
Explain how you handle a slab leak
A leak in radiant tubing under a slab is the sort of problem that sends a homeowner into a spiral, because the estimates they get vary by a factor of ten.
Lay out how you locate it, what the options actually are, and roughly what each costs. Being the one who explained it wins the job outright.
Say something honest about permits
Permitting here can take longer than the construction, and everybody has heard a story. Silence on the subject reads as inexperience.
Say who pulls it, roughly how long it adds, and what you do while waiting. That paragraph closes jobs because so few competitors write it.
Say whether you do ADUs and what you actually mean by it
Almost every trade here now claims to do them, which means the claim has stopped carrying information.
Be specific instead. Detached or conversion, what you handle in-house, what the utility upgrades usually cost, and how long yours have actually taken.
Put the licence number in the footer
California requires the number in advertising and customers in this market genuinely look it up before spending what work costs here.
Footer of every page rather than an about page nobody opens. It is the cheapest way to separate a real radiant floor and remodel crew from the crew that will not touch a flat roof.
Photograph houses that look like theirs
A stock kitchen says nothing. A flat roof recover on a mid-century house in Willow Glen, with the atrium visible in shot, tells a homeowner you have done their exact job.
Phone photographs are fine. Work around a slab leak under radiant tubing rather than against it, and keep the frames that show radiant heating loops finished rather than halfway apart.
Put a figure next to each service
Leaving the price off reads as expensive, which in this valley people already expect. A floor, a range, or a flat assessment fee lets somebody decide.
Publish a band and the phone rings less and converts more, because whoever calls about a radiant heating loop 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 Willow Glen believes the listing.
Check it whenever you add or drop a speciality, because in this market the speciality is the whole reason somebody called.
