Hardly any of this is about looks. It is whether a stranger can tell that you stop at whether you cross the mountain, when a person answers, and what it runs.
Say whether you cross the mountain
Serving El Paso means nothing on its own. The Franklins split the city, and getting from the West Side to the far East Side is a real commitment at the wrong hour.
Write the line the way you dispatch it. West side and central. East of Loop 375 on scheduled days. Horizon and Socorro by quote. It feels like refusing work and mostly it removes the calls you were going to decline.
Lead in Spanish, do not bolt it on
In most trades here the person ringing you is more comfortable in Spanish, and a site that treats it as a secondary afterthought is handing the larger share of the market to somebody else.
An automatic overlay is not a Spanish page. Written, indexed pages rank on their own and read like they were meant for the reader, which is the entire point on an evaporative cooling outfit page.
Put the cooler calendar on the page
A great many houses here are cooled by evaporative units, and they need starting up in spring and shutting down before the first freeze or the lines split.
That is two predictable waves of work a year, and most sites never mention either. Put the dates up and take the bookings before the first hot week.
Talk about flat roofs on a schedule
Flat roofs with parapets and canales are the norm here, and they need recoating on a cycle rather than when they fail. Sun and monsoon rain together are hard on them.
If you coat roofs, say what the cycle is and what it costs. Homeowners who have been surprised by a leak will book the person who explained the schedule.
Say what you do after a monsoon storm
An August cell can drop an inch in half an hour, fill the arroyos, back water up against a wall, and find every weak spot in a parapet.
State the response plainly. Same-day tarping. Inspections inside forty-eight hours. Vagueness in that window loses the job to whoever was specific.
Put the licence number in the footer
Electricians and air conditioning contractors are licensed through the state, and customers do check, particularly when the work is going on a rental.
Footer of every page rather than an about page nobody opens. It is the cheapest way to separate a real evaporative cooling outfit from the outfit already working that block.
Photograph houses that look like theirs
A stock kitchen says nothing. A cooler swap on a flat-roofed block house in the Lower Valley, with the same parapet in shot, tells a homeowner you have done their exact job.
Phone photographs are fine. Work around a June afternoon at a hundred and five rather than against it, and keep the frames that show swamp coolers finished rather than halfway apart.
Put a figure next to each service
Leaving the price off reads as expensive. A floor, a range, what swamp cooler usually runs, or a flat call-out fee gives somebody enough to act on.
Publish a band and the phone rings less and converts more, because whoever calls about a swamp cooler has already accepted roughly what it costs.
Keep the listing and the site telling one story
Hours, coverage, categories, and phone number have to agree between the map listing and the site. Where they conflict, somebody in the Lower Valley believes the listing.
Check it when the seasons turn, because your hours in July and your hours in January are not the same thing.
