What Homeowners Actually Google Before Hiring a Contractor

The Search Starts Long Before the Phone Call

Every job you have ever booked started with a search. Maybe the homeowner asked a neighbor. Maybe they drove by your truck. But increasingly — and overwhelmingly — that search happens on Google.

According to BrightLocal’s consumer survey, 98% of consumers used the internet to find information about local businesses in 2023. For home services specifically, Google is where the journey begins for the vast majority of homeowners.

If you understand what people are actually typing into that search bar, you can make sure your website shows up when it matters most. This is not some complicated marketing trick. It is just knowing your customer and making sure your website speaks their language.

The Three Types of Searches Homeowners Make

Not all searches are created equal. Homeowners go through a progression, and understanding where they are in that journey tells you exactly what kind of content your website needs.

1. The Problem Search

This is where it all starts. Something is wrong and the homeowner is trying to figure out what is happening:

• “Why is my water heater making noise”
• “Water stain on ceiling what does it mean”
• “AC blowing warm air”
• “Electrical outlet sparking”
• “Brown patches in lawn”

At this stage, the homeowner is not looking for a contractor yet. They are looking for information. But here is the opportunity: if YOUR website has a blog post or FAQ that answers their question, you are the first contractor they encounter. And when they realize they need professional help, guess who they are calling?

2. The Service Search

Now they know they need help. They start searching for the service itself:

• “Plumber near me”
• “AC repair Tampa”
• “Licensed electrician Charlotte NC”
• “Emergency plumber 24 hour”
• “Roof leak repair cost”

These are the money searches. The person typing “AC repair Tampa” is ready to hire someone today, probably within hours. If your website ranks for these terms, you are getting calls from people who are ready to spend money right now.

3. The Comparison Search

Before they pick up the phone, most homeowners compare a few options:

• “Best plumber in [city] reviews”
• “[Company name] reviews”
• “[Company A] vs [Company B]”
• “How much does a water heater installation cost”
• “Questions to ask before hiring an electrician”

At this stage, your reviews, your About page, and your pricing transparency all matter enormously. The homeowner is narrowing down their list, and your website needs to close the deal.

The Most Valuable Keywords for Every Trade

Here are the search patterns that drive the most leads for trades businesses. Notice how specific they get — that specificity is your opportunity.

Plumbing:

• “Plumber near me” (massive volume, very competitive)
• “Water heater installation [city]” (high intent, good conversion)
• “Drain cleaning service [city]” (specific service, ready to buy)
• “Emergency plumber [city] 24 hour” (urgent, will pay premium)
• “Sewer line repair cost” (researching, but close to hiring)

HVAC:

• “AC repair near me” (seasonal spikes in summer)
• “Furnace installation [city]” (seasonal spikes in fall)
• “HVAC tune-up [city]” (maintenance searches, good recurring revenue)
• “Ductless mini split installation” (specific, high-value service)

Electrical:

• “Electrician near me” (broad, competitive)
• “Panel upgrade [city]” (specific, high-value)
• “EV charger installation [city]” (growing rapidly)
• “Ceiling fan installation cost” (smaller jobs but easy conversions)

Roofing:

• “Roofing company [city]” (general, high competition)
• “Roof leak repair near me” (urgent, high intent)
• “Metal roof installation cost” (researching premium option)
• “Storm damage roof repair” (seasonal, insurance-driven)

Long-Tail Keywords: The Hidden Goldmine

Here is something most contractors do not realize: the short, obvious keywords like “plumber near me” are incredibly competitive. Every plumber in your city is fighting for that one search term.

But the longer, more specific searches — called long-tail keywords — are often easier to rank for and convert at a higher rate because the searcher knows exactly what they want.

Compare these:

• “Plumber near me” — 100,000+ searches/month nationally, extremely competitive
• “Tankless water heater installation [your city]” — maybe 50-200 searches/month locally, much less competition, and the person searching is ready to hire

That second search might have a fraction of the volume, but the person typing it is far more likely to become a paying customer. And your website can realistically rank on page one for it with a well-written service page.

How to Find the Exact Keywords People in YOUR City Are Searching

You do not need expensive marketing tools to do basic keyword research. Here are free methods:

Google Autocomplete: Start typing a search related to your trade in Google. The suggestions that appear are real searches that real people are making. Type “plumber in [your city]” and see what Google suggests.

Google’s “People Also Ask” box: Search for your main service and look at the questions Google shows. These are questions real homeowners are asking, and each one could be a blog post or FAQ on your site.

Google Search Console: If you already have a website, Google Search Console (free) shows you the exact searches that are finding your site. You might be surprised what people are searching to find you.

Look at your competitors: Check the top-ranking contractor websites in your area. What pages do they have? What services do they list? What blog topics do they cover? This tells you what is already working.

Turning Keywords Into Website Pages

Knowing what people search for is only valuable if you turn that knowledge into actual pages on your website. Here is the playbook:

For service searches — Create individual service pages. Not one generic “Our Services” page with a bullet list. Individual, dedicated pages for each service you offer. “Water Heater Installation in Tampa” should be its own page with 500+ words of relevant content.

For problem searches — Write blog posts that answer common questions. “Why Is My Water Heater Making Noise?” is a blog post that can rank on Google and bring homeowners to your site before they even know they need a contractor.

For comparison searches — Make sure your About page, reviews page, and service area page are thorough. When homeowners are comparing contractors, they want to see experience, licensing, real reviews, and clear pricing information.

For location searches — Create service area pages for each city, town, or neighborhood you serve. “Plumbing Services in [Neighborhood]” pages signal to Google that you are a relevant local option for searchers in that area.

What This Means for Your Business

Every search term is a potential customer. Every question a homeowner types into Google is an opportunity for your website to show up with the answer.

You do not need to become an SEO expert. You just need to think about what your customers are searching for and make sure your website has pages that match those searches. Write like you are talking to a homeowner. Answer their questions honestly. Be specific about the services you offer and the areas you serve.

The contractors who dominate local search are not doing anything magical. They just have more pages, more content, and more answers than their competitors. And most of those competitors have a five-page website that has not been updated since it was built.

That is your opportunity. Start with one new page a week. Within a few months, you will have more relevant content than 90% of the contractors in your market. And Google will notice.