Very little of this is visual. It is whether a stranger can work out in a few seconds that you cover their block, that they can leave the car somewhere, and roughly what it runs.
Name the neighborhoods, and get the boundaries right
"Serving Philadelphia" tells a customer nothing, and the city runs 134 square miles from the Northeast down to the Navy Yard. Somebody in Roxborough has no idea whether a shop that photographs like South Philly will come up.
List the neighborhoods you cover, in the names people use, and be careful at the edges. Calling a block Fishtown when the people on it say Kensington is the kind of error that costs you credibility instantly.
Answer the parking question
Parking is the first thing a customer here thinks about and the last thing most sites mention. On a South Philly street with permit blocks and a two-hour meter, an address without a parking answer is half an address.
Say what there is. Lot behind the building. Meters until eight. Permit-only, so use the garage on the corner. If it is genuinely bad, say so and give the nearest SEPTA stop.
Say whether your truck fits
Half the streets in this city were laid out for horses. A full-size van does not fit down some of them, and on trash day it does not fit down most of them.
A flat roof crew saying plainly how it handles narrow blocks, no driveway, and no alley access get calls from people who have already been turned down twice.
Show the license and registration numbers
Contractors here need a city commercial activity license and a Pennsylvania Home Improvement Contractor registration, and customers check both. The numbers belong in the footer of every page.
It separates you from the unregistered outfit that quoted the same job for less, and the customers who check are the ones who pay on time.
Explain the party wall situation
Almost everything here is attached. Work on one rowhouse is work on a shared wall, a shared parapet, and sometimes a neighbor who has to agree.
A page that explains how you handle neighbor access, shared roofs, and party wall repairs answers the question that keeps people from calling at all.
Write the languages you really work in
Spanish across North Philly and parts of the Northeast, Mandarin and Cantonese in Chinatown and the Northeast, Vietnamese and Khmer in South Philly, Russian in the Far Northeast.
A translate widget does not count. Real pages, written and indexed, in the languages somebody at the flat roof crew actually speaks.
Use photos of the houses they live in
A generic kitchen tells a customer nothing. A flat roof replacement on a Point Breeze rowhouse tells them you have done their exact job on their exact house.
Phone photos are fine. Shoot in the shade, hold still, and keep the ones showing leaking flat roof finished rather than mid-job.
Put a number next to the services
"Leaving the price off signals expensive. A floor, a band, a typical job, or a fixed diagnostic fee gives a homeowner enough to act on.
Businesses that print ranges field fewer enquiries and close a bigger share of them, because the caller made peace with the number before dialling.
Make the listing and the site agree
Your Google Business Profile and your site should match on hours, coverage, categories, and phone. When they disagree the listing wins and the site looks abandoned, ice season or not.
Check it after anything changes, including the weeks a parade or a game closes Broad Street.
