A Tale of Two Businesses
Meet Mick. Mick is a plumber who’s been in the game for 20 years. For most of that time, his marketing was simple, yellow magnets on fridges and a basic website were enough to keep the phone ringing. But the way people find trades today has changed. We now live in a digital-first world. When someone has a burst pipe, they’re not just clicking the first Google result anymore. They’re asking their phone, “Who’s the most honest plumber near me?” They’re checking reviews. They’re watching quick videos to see who they’re letting into their home.
Then there’s Sarah. She’s a local dentist. She used to spend thousands on ads, but now patients are more sceptical. They want to know her clinic is modern and that she actually cares about “dental anxiety” before they even book.
In 2026, the game has changed from “Who is the loudest?” to “Who is the most trusted?” Here’s our 5-point checklist Mick and Sarah are using to keep their calendars full this year.
1. Be the “Expert” in Your Pocket
People are now asking AI assistants (like the one on their iPhone or Android) for advice. They don’t want a list of links; they want a recommendation.
- The Goal: Make sure the “robots” know exactly what you do so they can recommend you.
- The Task: Does your website have a “Frequently Asked Questions” section?
- The Fix: Write down the 10 most common questions you get on the job (e.g., “Why is my hot water brown?” or “Do I really need a filling?”). Answer them clearly on your site. When you answer the customer’s question, the AI notices and starts pointing people your way.
2. Own Your “Digital Rolodex”
Facebook and Instagram change their rules every week. If you rely on them to find customers, you’re building your house on someone else’s land.
- The Goal: Build a list of customers you can contact directly, no ads required.
- The Task: When was the last time you emailed your past clients just to be helpful?
- The Fix: Stop just “collecting emails.” Start a “Local VIP List.” Send a quick text or email twice a year: a “Winter Pipe Check” for the plumbers or a “Back-to-School Checkup” reminder for the dentists. One helpful email can fill a week’s worth of gaps in your diary.
3. Kill the “Stock Photos”
In 2026, everyone can tell what a fake, “perfect” photo looks like. If your website has a photo of a generic model holding a wrench or a toothbrush, you’re losing trust.
- The Goal: Show the real humans behind the business.
- The Task: Look at your website. Does it look like your business, or any business?
- The Fix: Spend 10 minutes this week taking a photo of your actual team, your actual van, or a “before and after” of a real job. In a world of AI-generated fakes, the real thing is your biggest selling point.
4. Make Booking “Friction-Free”
It’s 9:00 PM on a Tuesday. A parent realizes their kid has a toothache, or a homeowner notices a leak. They don’t want to “wait until business hours” to call.
- The Goal: Let them book the moment they have the problem.
- The Task: Can someone book an appointment on your site without talking to a human?
- The Fix: If you don’t have an online booking button or a 24/7 “intelligent chat” on your site, you’re giving business to the competitor who does. Make it so easy to book that they don’t even have to think about it.
5. The “Recent & Real” Review Rule
Reviews have always mattered, but in 2026, recency is king. A 5-star review from three years ago doesn’t count for much anymore.
- The Goal: Keep a steady “pulse” of new, happy voices.
- The Task: Check your Google Business Profile. When was your last review?
- The Fix: Don’t wait for them to remember. After a job is done, send a quick text: “Hey, it was great helping you today! If you’ve got 30 seconds, could you let others know we’re the real deal?” Aim for just 2 or 3 new ones every month to stay at the top of the local map.
The Bottom Line
Digital marketing for service businesses isn’t about being a tech genius. It’s about being the most helpful, human, and easy-to-reach option in your suburb.
At Digimediworx, we handle the tech so you can get back to the tools! Ph 07 3188 9722.
