Video Marketing for Service Businesses: Simple Ways to Stand Out

By Dipa Gandhi

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For service area businesses like roofing, painting, plumbing, and landscaping, getting leads is only half the battle. The real challenge lies in gaining trust—and fast. In an online world where trust is fragile, video content can be the game-changer. Videos humanize your business, demonstrate your expertise, and establish a strong connection with potential clients—all within seconds. Let’s look at how using videos can benefit your business and the small steps you can take to create impactful video content.

The Key to Building Trust: Face-to-Face, Even if It’s Digital

One of the biggest challenges service area businesses face is convincing homeowners to let them into their personal spaces. This is where video steps in. Instead of relying on written testimonials, video testimonials show real people in real situations. For example, seeing a local homeowner share their experience working with a roofer who repaired their roof post-storm is more convincing than any written review.

Benefits of Video Testimonials

• Authenticity: Videos show facial expressions, tone, and emotions, which written words simply can’t capture.
• Relatability: Potential clients see other homeowners in similar situations, making them feel they could have a similar positive experience.
• Instant Credibility: Video testimonials look more credible and are harder to fake than text reviews, aligning with recent studies showing that 79% of people feel videos are more trustworthy than written content.

Demonstrating Expertise with How-To and Behind-the-Scenes Videos

Another powerful way to leverage video content is by showing off your expertise. Service area businesses can make how-to videos for common issues homeowners might face, or behind-the-scenes footage to give potential customers an inside look at what they do.

Take, for example, a plumbing business. They could create a “how-to” video on unclogging drains, providing helpful information while demonstrating their expertise. A video like this positions the business as knowledgeable and trustworthy, even before the customer calls for help.

Key Types of Videos to Consider

• How-To Videos: Brief clips on common homeowner problems like “How to prevent clogged drains” or “Top three roof maintenance tips.”
• Behind-the-Scenes Content: Show the meticulous safety checks before each job or the team dynamic on a busy day. These videos give a human touch and a look at your values.
• Seasonal Tips: Creating short videos on topics relevant to the season (e.g., “Preparing your HVAC for winter”) adds timely value to your audience and keeps your business top of mind.

Overcoming Objections: Addressing Customer Concerns Head-On

Every potential customer has hesitations—whether it’s about pricing, quality, or whether they’ll feel comfortable with a contractor in their home. Video can address these concerns directly.

For example, a painting business could create a video explaining the step-by-step process of a typical job, from surface preparation to cleanup. When potential clients see your business’s professionalism and care through a video, they're more likely to trust that your team respects their property.

Tips for Making Your First Videos Effective (and Simple)

You don’t need a Hollywood budget to create effective video content. Here are simple steps to get started:

1. Start with Your Phone: Modern smartphones have excellent video quality. Focus on clear audio and good lighting.
2. Keep It Short: Aim for under two minutes. People prefer concise videos that get straight to the point.
3. Plan Your Script: Outline your points beforehand but don’t over-script. Natural tone and flow come across as genuine.
4. Use Free Tools: Apps like iMovie and InShot make basic video editing accessible. Add captions for accessibility and clarity.
5. Show Your Personality: Videos are an opportunity to show the human side of your business. Let the team introduce themselves and their roles to build familiarity.

The Results: Why Videos Are Worth the Effort

Using video content can drive more calls, increase your conversion rates, and improve your online reputation. Service businesses using video testimonials report a 27% increase in lead conversions compared to those without. And as Google values user engagement, adding videos to your site can even give your SEO a boost.

With video content, you’re not only selling your service—you’re also building trust, demonstrating expertise, and creating a connection with potential clients before they even pick up the phone.