How Customers Find Your Services

Customers discover your services through multiple channels—direct sharing, search engines, social media, referrals, and traditional marketing. Understanding how customers find you helps you focus marketing efforts on the most effective channels.

This guide explains the main ways customers discover your services.

Why Discovery Matters

Effective customer acquisition helps you:

• Build predictable customer pipeline

• Focus marketing budget wisely

• Understand what's working

• Scale successful channels

• Grow subscriber base faster

✍️ TIP: Most new customers come from direct marketing (you sharing your URL) in the first 6-12 months. Organic search takes time to build.

Discovery Channels Overview

Main ways customers find your service page:

1. Direct URL Sharing - You send them the link

2. Search Engines - Google, Bing searches

3. Social Media - Facebook, Instagram, LinkedIn

4. Customer Referrals - Word of mouth

5. Physical Marketing - Cards, flyers, signage

6. Online Directories - Yelp, Nextdoor, Angi

7. Paid Advertising - Targeted ads

⚠️ IMPORTANT: Your service page won't market itself. Customers need to discover it through your active promotion efforts.

Direct URL Sharing

You share your service page URL directly with potential customers. They click, see your services, and can subscribe or purchase immediately.

How It Works

Simple process:

1. You share your service page URL

2. Customer clicks link

3. Arrives at your service page

4. Sees available services (subscriptions and one-off options)

5. Can subscribe or purchase immediately

Digital Sharing Methods

Messaging platforms:

• Text messages (SMS)

• Email campaigns

• WhatsApp messages

• Social media DMs

• Digital business cards

Email strategies:

• Newsletter links

• Signature links

• Follow-up emails

• Promotional campaigns

QR codes:

• Instant scanning

• No typing required

• Bridge physical to digital

• Track scans

Physical Sharing Methods

Printed materials:

• Business cards with URL

• Flyers and door hangers

• Vehicle signage

• Yard signs

• Brochures

Business cards with QR code to the website

In-person sharing:

• Hand out business cards

• Show URL on phone

• QR code scanning

• Verbal mention

Subscription Invitations

You can send personalized invitations from your dashboard:

How invitations work:

1. Send invitation from dashboard

2. Customer receives email with direct link

3. Opens personalized page

4. Reviews service details

5. Completes signup immediately

Invitation benefits:

• Personal approach

• Higher conversion

• Professional presentation

• Reduces friction

✅ BEST PRACTICE: Direct sharing is your most controllable channel. Don't wait for customers to find you—actively share your URL everywhere.

Search Engines

Customers searching Google for services can find your page if it's optimized and indexed.

How Organic Search Works

Customer search journey:

1. Customer needs service

2. Types query in Google (e.g., "dog walking near me")

3. Your page appears in results (if optimized)

4. Customer clicks result

5. Arrives at your service page

6. Subscribes or purchases

Why organic search matters:

• Passive customer acquisition

• High-intent visitors

• Long-term value

• No per-click costs

SEO Factors Affecting Visibility

Business name:

• Include in page title

• Appears in search results

• Builds brand recognition

Service names:

• Use descriptive titles

• Include searchable keywords

• "Weekly Dog Walking" vs "Service A"

Location information:

• Service area specified

• City/town names included

• Enables "near me" searches

Complete information:

• Business details filled out

• Contact information visible

• Professional descriptions

• Quality content

Google search results page with local service business listing

Realistic SEO Timeline

Search visibility takes time:

• 0-3 months: Minimal visibility, getting indexed

• 3-6 months: Beginning visibility, early traffic

• 6-12 months: Growing visibility, more rankings

• 12+ months: Established presence, consistent traffic

What affects timeline:

• Domain age and history

• Competition in your area

• Content quality

• Regular updates

• Backlinks from other sites

✍️ TIP: SEO is a long game. While you wait for search visibility, focus on direct marketing, social media, and referrals for immediate results.

Social Media Discovery

Customers find you through social platforms and click through to your service page.

Platform-Specific Discovery

Facebook:

• Customer follows your business page

• Sees posts in feed

• Clicks link in post or bio

• Arrives at service page

Instagram:

• Discovers profile through hashtags

• Sees service photos/videos

• Clicks link in bio (only clickable link)

• Arrives at service page

LinkedIn:

• Searches for business services

• Finds your company page

• Clicks website link

• Particularly effective for B2B

Strategic Link Placement

Facebook:

• Website field in About section

• Links in posts

• Pinned post with link

• Call-to-action button

Instagram:

• Link in bio (ONLY clickable link)

• Link-in-bio tools (Linktree, etc.)

• Posts reference "link in bio"

• Story links (if available)

Other platforms:

• Profile bio/about sections

• Pinned posts

• Video descriptions

✍️ TIP: Instagram limits clickability, so always say "Link in bio" in posts and ensure your bio link goes directly to your service page.

Customer Referrals

Happy customers tell friends and neighbors, who then visit your service page.

How Referrals Work

Referral journey:

1. Happy customer enjoys your service

2. Tells friend or neighbor

3. Shares your URL or business name

4. Friend visits service page

5. Subscribes based on trusted recommendation

Why Referrals Are Powerful

Referral advantages:

• High trust factor

• Pre-qualified leads

• Lower sales resistance

• Higher conversion rates

• Best quality customers

• Lower acquisition cost

Encouraging Referrals

Referral program strategies:

• "Refer a friend, you both save"

• Discount for both parties

• Account credit

• Free service rewards

Making referrals easy:

• Shareable link in customer portal

• Referral cards to hand out

• Social media sharing buttons

• Email templates

Timing requests:

• After positive service

• In follow-up emails

• Thank you messages

• Renewal confirmations

✅ BEST PRACTICE: Ask every happy customer for referrals. Most will gladly recommend you but need to be asked. Make it easy with shareable links or cards.

Physical Marketing Materials

Traditional marketing directing people to your service page.

Business Cards

Effective usage:

• Hand out at every customer interaction

• Leave extras with subscribers

• Networking events

• Keep in pocket always

Card essentials:

• Service page URL prominently displayed

• QR code for instant access

• Professional design

• Contact information

Door Hangers & Flyers

Distribution strategy:

• Target neighborhoods in service area

• Community bulletin boards

• Local businesses (with permission)

Content essentials:

• Service page URL clearly visible

• QR code for easy access

• Special subscription offer

• Professional design

Vehicle Signage

Vehicle as mobile billboard:

• Professional branding visible

• Service page URL displayed

• Visible while driving and parked

• Job site presence

• 24/7 advertising

Yard Signs

On-location advertising:

• Place at customer properties (with permission)

• Visible while servicing

• "Ask about subscriptions!"

• Service page URL shown

Branded Apparel

Wearable marketing:

• Logo shirts or uniforms

• Wear during service calls

• Customer interactions

• Community events

✍️ TIP: QR codes bridge physical and digital. Customer sees your sign, scans code, instantly arrives at your service page. Removes friction of typing URLs.

Physical Marketing Materials

Traditional marketing directing people to your service page.

Business Cards

Effective usage:

• Hand out at every customer interaction

• Leave extras with subscribers

• Networking events

• Keep in pocket always

Card essentials:

• Service page URL prominently displayed

• QR code for instant access

• Professional design

• Contact information

Door Hangers & Flyers

Distribution strategy:

• Target neighborhoods in service area

• Community bulletin boards

• Local businesses (with permission)

Content essentials:

• Service page URL clearly visible

• QR code for easy access

• Special subscription offer

• Professional design

Vehicle Signage

Vehicle as mobile billboard:

• Professional branding visible

• Service page URL displayed

• Visible while driving and parked

• Job site presence

• 24/7 advertising

Yard Signs

On-location advertising:

• Place at customer properties (with permission)

• Visible while servicing

• "Ask about subscriptions!"

• Service page URL shown

Branded Apparel

Wearable marketing:

• Logo shirts or uniforms

• Wear during service calls

• Customer interactions

• Community events

Apparel featuring the website URL and business logo

✍️ TIP: QR codes bridge physical and digital. Customer sees your sign, scans code, instantly arrives at your service page. Removes friction of typing URLs.

Online Directories

Directory sites connecting customers to your services.

Major Directory Platforms

General directories:

• Yelp

• Google Business Profile

• Bing Places

Service-specific directories:

• Angie's List / Angi

• HomeAdvisor

• Thumbtack

Local platforms:

• Nextdoor

• Chamber of commerce sites

• Community directories

How Directory Discovery Works

Customer search process:

1. Customer opens Yelp or similar

2. Searches for service type

3. Browses listings and reviews

4. Finds your business

5. Clicks website link

6. Arrives at service page

7. Subscribes or purchases

Directory Optimization

Maximize directory presence:

• Complete all profile fields

• Add service page URL as website

• Mention subscriptions in description

• Upload quality photos

• Encourage customer reviews

• Respond to all reviews

Nextdoor Specifically

Why Nextdoor is valuable:

• Hyper-local platform

• Neighborhood-level reach

• High-trust environment

• Neighbor recommendations

• Community accountability

Nextdoor strategy:

• Claim business page

• Complete profile thoroughly

• Engage with neighbors

• Share helpful tips

• Offer neighborhood deals

• Encourage recommendations

✍️ TIP: Nextdoor recommendations are extremely powerful for local services. One good recommendation can generate multiple customers.

Paid Advertising

Accelerated discovery through paid channels.

Paid Advertising Platforms

Social media ads:

• Facebook Ads

• Instagram Ads

• LinkedIn Ads (B2B)

Search engine ads:

• Google Search Ads

• Google Local Service Ads

• Bing Ads

Platform-specific ads:

• Nextdoor Sponsored Posts

• Yelp Ads

How Paid Ads Work

Ad campaign process:

1. Create targeted ad with service page URL

2. Ad shows to prospects based on targeting

3. Customer clicks ad

4. Arrives at service page

5. Can subscribe or purchase immediately

6. Track results and ROI

Paid Advertising Benefits

Advantages:

• Immediate visibility

• Precise targeting

• Faster than organic growth

• Scalable results

• Measurable ROI

Considerations:

• Costs money (budget required)

• Requires ongoing management

• Competition affects costs

• Testing needed for optimization

• Stops when budget stops

When to Use Paid Ads

Good timing for paid advertising:

• Want faster growth

• Have marketing budget ($200-500+/month)

• Tested organic channels first

• Know customer lifetime value

• Ready to scale

• Can serve more customers

Start with free marketing first:

• Direct sharing

• Social media organic

• Customer referrals

• Physical marketing

• Directory listings

✍️ TIP: Start with free marketing first (direct sharing, social, referrals). Once proven, paid ads can accelerate growth. Don't start with ads—build foundation first.

Multi-Touch Discovery

Understanding the complete customer journey.

Customer Journey Reality

Most customers don't find you once—they need multiple exposures:

Typical journey example:

1. See your vehicle (first awareness)

2. Later search your business name

3. Check your Facebook page

4. See friend's recommendation

5. Visit service page and subscribe

Marketing Rule of 7

Multiple touchpoints needed:

• 7+ exposures before action

• Consistency across channels

• Reinforced messaging

• Building familiarity

• Trust development

Omnichannel Presence

Be everywhere customers are:

Physical presence:

• Vehicle signage

• Yard signs

• Branded apparel

• Business cards

Digital presence:

• Service page

• Social media profiles

• Directory listings

• Email marketing

Personal outreach:

• Networking events

• Direct conversations

• Customer follow-ups

Customer advocacy:

• Word-of-mouth referrals

• Online reviews

• Testimonials

Paid visibility (if budget allows):

• Targeted ads

• Sponsored posts

✍️ TIP: Don't rely on a single channel. Customers need multiple exposures. Be visible everywhere your customers are—online and offline.

✍️ TIP: Your job is to make discovery inevitable. Be everywhere your customers look—online directories, social media, search engines, physical locations, and word-of-mouth. Start with direct sharing (free, immediate results), then build out other channels as you grow.