One of the most common ways to generate leads is by using a lead generation platform like Angi that simply sells you the leads. There are a few problems with this approach. Customers who use these platforms typically see their relationship as being with the platform rather than with the individual service provider, making it difficult to establish consistent repeat business. This perception can hinder the development of long-term customer relationships and loyalty. Additionally, the limited space for differentiation makes it challenging to stand out among competitors. As a result, providers often find themselves competing primarily on price, which can reduce profit margins and lead to a less sustainable business model.

Another way to get leads is through word-of-mouth referrals. The problem here is that referrals can be highly inconsistent, leading to fluctuations in your workload. Additionally, relying solely on word-of-mouth limits your reach to a close-knit network, making it difficult to scale your business quickly. Building a client base through referrals alone can be slow, and your lead generation is heavily dependent on the satisfaction of your current customers. Any negative experience can significantly impact the flow of referrals. Furthermore, you have little control over when and how referrals happen, making it hard to predict and manage your lead pipeline. Referred clients might also expect the same discounts or special deals given to the person who referred them, potentially reducing your profit margins. Lastly, not all referrals may be a good fit for your services, leading to potential mismatches in customer expectations and service delivery.

The answer is to generate leads through your own platform, focusing on visibility and authority. You need visibilty so that customers see you and you need authority so they know you're the right choice for them. At a minimum, this involves creating a Google Business Profile and a custom website. These tools will serve as your digital foundation, allowing you to generate traffic and leads directly. By taking control of your online presence, you can establish a stronger brand identity and build lasting relationships with your clients. The following five tips will help you get started on expanding your digital footprint and driving growth for your business.

1) Complete Your Google Business Profile

Did you know that 81% of consumers use Google to find local businesses? Having a complete Google Business Profile can make a significant difference. Consumers are 50% more likely to choose a business with a complete profile over a business with an incomplete or missing one. This means filling out all the details, including your business hours, services, photos, and contact information. A well-rounded profile not only helps your business appear more professional but also increases your chances of being chosen by potential customers.

2) Request Reviews from Your Customers

Customer reviews are crucial in building trust and attracting new clients. According to recent statistics, 59% of consumers prefer businesses with 20-100 reviews, and 52% want these reviews to be within the past month, while 27% want them within two weeks. It can be nerve-wracking to request reviews from every customer - after all, what if someone leaves a 4 or 3 star review? According to Brightlocal's recent consumer surveys, only 5% of consumers expect a 5-star rating. The vast majority of consumers understand that you can't please everyone all the time. They also noted that people have become more tolerant of lower overall scores in recent years. So even imperfect reviews can help increase your visibility and authority in the eyes of today's consumers.


Want 20-100 reviews


Want reviews in the past month


Don't expect a perfect 5 star rating


Will likely leave a review if asked

Data from Brightlocal

3) Reply to Every Review

Responding to reviews is more important than you might think. A significant 88% of consumers are fairly or highly likely to use a company that replies to all reviews, compared to only 54-58% for businesses that respond selectively (only replying to either positive or negative reviews). So make sure to acknowledge both positive and negative feedback, showing a friendly and accommodating attitude. By doing so, you reassure prospective clients that you value customer input and are committed to providing excellent service.

4) Deliver Value – Not Services

Consider this: If your customers had a button they could press to instantly achieve a pest-free home, they'd likely prefer that over having you come out to do treatments. That's because what they really want is the benefit you provide - not your service. I've seen a lot of businesses put photos of work in progress on their websites, with extermination processes and equipment in use. This is a mistake - the customer doesn't want to buy pest control services from you, they want to buy a pest-free home. So show your customers what they are really after - a family enjoying themselves in a home free of pests.

5) Put Social Proof in the Hero Section of Your Website

When potential customers visit your website, they have two main questions: "Do you provide the service I need?" and "Can I trust you?" Adding social proof, such as a badge highlighting your review rating, in the hero section of your website can help answer that second question immediately. This reassures visitors that they are in the right place and increases their trust in your business, leading to higher conversion rates.

By implementing these tips, you can enhance your online presence, build trust with potential customers, and ultimately get more pest control leads.