A website that doesn't rank is like a luxury car that doesn't run; potentially pretty, but ultimately useless.
Local SEO can feel intimidating but in reality, it's achievable if you take the correct steps and don't try to cut corners. As an experienced SEO, I've seen the mistakes home inspectors make that end up rendering their websites useless, and I've seen what they do to succeed.
Here are our tips for home inspectors looking to boost their website's rankings.
1. Create a Page for Every Area You Service
But wait, if my services are the same in every state, isn't one page enough?
The answer to that question isn't a simple yes or no, but local SEO does rely on, well, your location. Having multiple pages specifically and uniquely created for each area you service can help you win.
Keep your URLs clean and simple. An example of a good URL for this type of page would be www.yourdomain.com/servicearea/. For example, if I owned a home inspection company called Oksenhorn Home Inspections in New England and offered home inspections in Massachusetts, New Hampshire, and Connecticut, my Massachusetts URL would be www.oksenhornhomeinspections.com/massachusetts/.
An important note: these pages should not be identical to each other, as Google can penalize sites for content that is duplicated. Include unique copy, images, and sample reports on each of these pages to avoid duplicate content.
2. Clearly State All Services You Offer
Your website should definitely be centered around home inspections, but don't forget about your ancillary services.
If you offer mold testing, radon testing, sewer scope inspections, or any other add-ons beyond a basic residential home inspection, clearly state that your company can provide those services.
Whether you dedicate entire pages to each add-on or have one page that walks through each ancillary service you offer, make sure you write about them in detail and explain what they are and how they benefit the homebuyer. This pays off in two ways:
- By creating content about your add-on services, you have the potential to rank for search terms like "mold testing near me" or "radon testing [your city]".
- When a homebuyer or realtor lands on your site, they will be aware of your offerings before they book the inspection and know you can be their one-stop shop.
4. Highlight Your Expertise
SEO used to be all about keywords, but keyword stuffing and other ways of gaming the Google system won't cut it anymore. One of the main components Google cares about for websites and content is the expertise of the person creating it.
Your home inspection website should clearly feature you. If you have an "About" page or a "Team" page, make sure you are including relevant information that highlights why you are an expert in the field.
Have you been in the industry for many years? Put that in your bio. Do you have InterNACHI certifications? Display them prominently on your site. If you have a license (especially if your state doesn't require licensing), be sure to clearly state that on your site to establish expertise.
5. Keep Your NAP Updated Across All Search Engines and Platforms
If you haven't heard of a NAP, take notes: NAP stands for Name, Address, and Phone Number and it's very important in local SEO.
Of course, your NAP should be correct and up to date on your Google Business Profile — but it's just as important to have that information updated and consistent across all platforms. That means if your address changes, for example, you should immediately update it on your GBP, Facebook, Instagram, and anywhere else it might be listed.
Why does this matter? Because Google (and your customers) value correct, up-to-date information about your business.
6. Make Updates Regularly
You don't need to be a blogging or content master to win with content. Instead, make sure any content you have on your site, whether it's a few blog posts or just your general web pages are always up to date.
Keeping your content fresh doesn't have to be a huge lift or take much time. Set a reminder to update your content once every quarter, and of course, make changes whenever the content would warrant it.
7. Find Local Keywords
The days of gaming SEO by cramming as many relevant keywords as you can into your content are long gone. However, that doesn't mean keywords aren't important.
The easiest example of a local keyword is the service you offer and your service area. If I was a home inspector in Boston, I would make sure to include the keyword "Boston home inspector" in my content. This is especially important if you service multiple cities in one area. In my case, if I serviced Boston, Cambridge, and Somerville in Massachusetts, I would want to make sure I was hitting all of those local keywords with the formula I mentioned above.
If you offer ancillary services, such as mold testing, you should also list that service and your service area to optimize your chances of ranking high and getting the homebuyers to your site.
While including these keywords is important, avoid keyword stuffing. Only include them in your content and web pages when it's natural to do so.
7. Fine Tune the Details
It may seem minuscule, but small details like your correct hours of operation or holiday hours can cause damage if they're listed incorrectly.
Fine-tuning the details of your site might not seem like a make-or-break SEO strategy, but it could be the one small element that allows you to rank one spot higher than your competition.
8. Mobile Optimize Your Website
in 2023, just about everyone has a smartphone. And that matters for your website; smartphones and tablets are used for over 60% of searches for local products and services.
Before designing a website (or hiring someone to design a website for you), make sure they know what they're doing when it comes to mobile optimization.
Large images, long descriptions, and slow mobile load times can all make for a bad mobile search experience, hurt your rankings, and create a poor user experience for any homebuyer or realtor that lands on your site.
9. Reply to Reviews
You probably know the importance of getting reviews on Google, but did you know replying to them can move the needle too?
Replying to your Google reviews (whether you are thanking a client for a good review, or doing damage control on a poor review) hits two birds with one stone: it can boost your ranking on search engines, and it shows your customers you care.
10. Hire a Professional
If you have a website that isn't ranking well, driving traffic, or getting you conversions, why have a website at all?
Just as many web designers wouldn't know how to inspect a home, most home inspectors don't know how to design a website. Because a website is often a client's first point of contact with you and your business, a good website is an investment.
A good website is the foundation of SEO — don't start building on a crumbling foundation.
Frequently Asked Questions
How do I build a home inspection website?
A good website for a home inspection business will be mobile-friendly, up-to-date, and designed in a way that's intuitive to homebuyers and realtors alike. Unless you have a background in website design, we recommend working with experienced professionals to build the best possible website for your business.
Why is local SEO important?
46% of all Google searches have local intent, which means that ranking locally is hugely important for businesses. If a site isn't appearing for relevant search terms on its local search engine results page, the company is missing out on business opportunities.
What is a NAP?
Nap is an acronym for Name, Address, and Phone Number. Name and place information is one of the most important aspects of local SEO, so businesses should always make sure that this information is up to date.