How to Market to Customers in Crisis

How do you get through to customers who are worried and overwhelmed?

Business gets tough when folks tighten their wallets.

You may notice old customers calling less or new ones disappearing.

If you work with your hands, serve your neighbors, and put in the hours, you want steady work even when times are hard.

People still need cracked driveways fixed, rooms painted, leaky roofs patched, and lawns kept tidy, but they are watching their dollars more closely.

Getting picked for the job today takes real trust and answers to what matters most to your customer.

Being the cheapest or spending big on ads should never be the only strategy.

What messages matter most to customers right now?

Your customers want reassurance before they pick up the phone.

They are desperate for someone who is honest, fair, timely, and actually shows up.

• Clear communication tells people you are not just another voice mail.
• Photos of your work or testimonials from local folks build trust quickly.
• Pricing that is fair and explained up front – no hidden surprises.
• Simple, easy ways to book a call, estimate, or job.
• Proof of license, insurance, or years in business shows you are not just passing through town.

Do not waste space talking about being number one in town – show results with real photos and reviews.

Let people see the kind of work you do and why their money is safe with you.

Is a website really worth the time now?

You may wonder if a website is even useful right now, especially with so much work going by word of mouth.

The truth is, a simple website does not just act as a business card anymore – it works while you are on a ladder or driving between jobs.

Google looks for sites that have real info, show off your skills, and let people contact you quickly.

You do not need something fancy or expensive like those agencies sell for thousands.

A basic website can tell your story, show your license, reviews, service areas, and clear contact info in one place.

• No more losing jobs because your cousin posted your info on Facebook but people could not find you.
• No need to pay for dozens of scattered ads or listings with no way to see what worked.
• With Good Stuart, the website is free – you only pay for real leads, so there is no risk of wasting money on something that pays you back in likes but no jobs.

To get a better sense of how easy it is to get started and see what matters for showing up online, check out our simple onboarding process that walks you through what gets real results.

How do you show up at the top when people search online?

Just having a website is not enough on its own.

You need to fill out your Google Business Profile to show up in the local map and search results.

This service is free from Google and only asks for info you probably already have handy.

• Add your hours, service area, and clear categories so people know what you do.
• Upload a few before-and-after photos of your work, ideally local jobs people may recognize.
• Ask real customers to leave short, honest Google reviews – you can send them a direct link to make it easier.
• Update your services if you add new specialties like gutter cleaning or staining fences.

The more details you fill out, the more likely you are to show up first when someone in your town searches for your service.

You do not have to be a tech whiz to get this done – most folks can finish it in under an hour.

This step will get you more calls than paying for ads in most neighborhoods, especially if other businesses are missing this.

Is it worth paying for advertising right now?

Traditional ads – billboards, phonebook listings, coupon flyers – can drain your wallet fast and are tough to track in a real way.

You could spend hundreds or thousands and still hear crickets.

Online ads like Google Local Services or Facebook can work but only if you set a strict budget and carefully check your results.

• Make sure you can pause or adjust your spend anytime.
• Track each call or form so you know which ad got you a real job, not just clicks.
• Do not feel pressure to outspend bigger competitors – focus instead on local targeting and a strong message.
• If you are testing ads, start small (20 to 50 dollars per week) and scale only when the work comes in.

The big difference with Good Stuart is that you do not pay unless you actually get a call or a lead – no guessing or big upfront bills.

This way, you only invest when it puts money back in your pocket in real jobs, not just traffic numbers.

Are there low-cost tools that make your life easier?

Time is money, especially if you are juggling calls, estimates, and still doing the work yourself.

Fumbling with paperwork, chasing down phone messages, or missing emails can cost you business quickly.

• Jobber and Housecall Pro offer low-cost apps for scheduling, invoicing, and customer calls in one place.
• A digital calendar (like Google Calendar) can send you reminders and keep your days organized.
• Simple call tracking from a platform like CallRail can show you which ads or websites got you the most calls.
• Automated text reminders for customers cut down on last-minute cancellations.

Most tools charge a small monthly fee, usually way less than what a single missed job could cost.

But if you are just starting, you do not need all the bells and whistles – focus on answering calls fast and keeping your reputation strong.

Can asking for reviews really bring in more work?

Word of mouth will always matter, but online reviews are the next best thing for building trust in minutes.

People check Google and Facebook reviews before they even think about calling you, especially if money is tight.

• Ask satisfied customers to leave a quick review right after you finish the job, when they are happiest and work is fresh in their mind.
• Send them a text message or email with the direct link to your Google Business Profile review page to make it easy.
• Remind them it only takes a minute, and that their feedback helps your local business keep serving neighbors.
• Thank each reviewer personally with a quick reply online to show you care and pay attention.

Just a handful of honest, recent reviews can set you apart from the guy who never checks his online presence or only has old, stale reviews.

If you get a bad review, answer it calmly and offer to fix the problem—future customers want to see that you handle issues with care.

How do you keep customers coming back when business is down?

Returning customers are the backbone of steady work, especially in slow seasons.

It costs much less to keep an old customer happy than to find a new one from scratch.

• Send a quick thank you note, even as a text, after each job so customers know you appreciate them.
• Follow up after a few months to check if they need more work or seasonal touch ups—people often forget until you remind them.
• Offer a small discount for repeat business or referrals—they will remember you next time a problem pops up.
• Add every good customer to your phone contacts, so when they call again you sound like someone who remembers them, not a stranger.

Staying in touch does not have to be complicated—most customers feel special when you reach out even briefly.

This extra step keeps your name top of mind when their roof leaks or fence needs fixing again.

Should you lower your prices when customers are struggling?

It is tempting to cut rates when you hear money is tight, but undercharging can hurt your business in the long run.

Instead, add small, obvious value that makes your price fair and clear.

• Offer bundles—for example, clean gutters if you are already there doing a roof inspection.
• Give clear estimates with itemized costs so customers know exactly what they pay for.
• Explain how using quality paint, sturdy shingles, or the right equipment saves them headaches down the road.
• If you can, mention ways people can split payments or pay after the work is complete for bigger jobs, which builds trust.

Customers appreciate when you respect their budgets but do not want to sacrifice quality or reliability.

Being honest about what things cost—and why—keeps them coming back to you instead of looking for riskier, cheaper options.

What are some real world examples of service businesses winning customers in tough times?

Small businesses across the country are getting creative and holding steady in hard seasons.

For example, a painter in Dallas used short, simple texts to past customers offering a free paint touchup with any room booked, which kept his team busy with repeat work instead of waiting for new leads.

A landscaper in Michigan added before and after photos to her Google listing every month, which got her noticed by folks searching for yard clean ups, since people trust real untouched photos over stock ones.

An independent roofer in Florida updated his Google Business Profile every time a big storm came through, letting people know about free inspections and uploading quick cell phone shots of repairs—this shot him to the top of local search when people needed help the most.

Handyman businesses in Ohio handed out simple business cards with QR codes that linked directly to reviews and contact forms, so busy parents could book small repairs on the spot after seeing proof of reliability.

These approaches did not require massive spending—just a little follow-through and putting the customer first each time.

How do you save time while getting more leads?

Most service business owners are already stretched thin, working in the field and handling every call themselves.

The key is to automate the little things so you spend more time earning and less time chasing paperwork.

• Online forms on your website can collect customer details and even schedule calls or estimates automatically.
• Set up simple auto replies for your email and Facebook Messenger, letting customers know when they will hear back.
• Use templates for invoices and estimates instead of writing from scratch each time—a tool like QuickBooks or Joist makes this even smoother for jobs big and small.
• Batch tasks, like calling back all missed leads in one block of time, instead of interrupting jobs over and over.

If you choose a performance-based website service like Good Stuart, you get the benefit of website design, development, and search optimization handled for you, letting you focus on what you do best—serving customers and getting paid for actual leads.

Whenever you want to see how easy it is to get these systems working without the usual headaches, our onboarding was built with service professionals in mind and can be started anytime.

Why is a clear online identity important during tough times?

Many small businesses fade into the background when money is tight because they are not easy to find or do not show up as trustworthy online.

You only need a one page website that clearly states what you do, where you do it, and how to reach you—this creates the first layer of trust for a new customer.

• Use your actual business name and city on your website to show Google and people that you are local.
• Post quick, real photos of jobs from your phone, not just logos or stock images—this builds connection.
• Keep contact forms simple so even a rushed customer can get in touch without confusion.
• Share stories or reviews from real families, businesses, or neighbors you have helped—social proof stands out in busy times.

No amount of technical tricks or marketing fluff will help if someone cannot see your work or trust your name online first.

With performance-focused partners who only charge for results, you spend less time worrying about slow months and more time answering real leads with confidence.

How do you avoid wasting money and effort on things that do not get results?

Every extra dollar counts, especially when work slows down or expenses feel like they are piling up.

It is easy to get talked into buying ads, directories, or tools that promise results but never bring real jobs through the door.

• Skip expensive local magazines, coupon books, and directory listings unless you can clearly track new customer calls from them.
• Avoid flashy multi-page websites with lots of add-ons; focus instead on clear, purposeful web pages that are built to convert visitors into real calls or requests for quotes.
• Always ask yourself if a new expense helps you get found, build trust, or makes it easier for someone to hire you—if it does not, hold onto your money.
• Choose solutions like Good Stuart that only charge you after you get a real lead or job, not before, so your marketing costs are tied to actual results, not empty promises.

If you find a tool or advertising method that does work, do not be afraid to put a few more dollars behind it—just make sure you measure before spending more.

Ask any vendor or service exactly how their fee leads to new business; if it is all about more likes or website visits but not more calls, move on.

What should you focus on first if you are short on time or money?

You cannot do everything at once, and there is no need to throw money at every new trend just to keep up.

Start with the things that cost the least and bring in the biggest return for your effort.

1. Fill out your Google Business Profile fully with up to date info, photos, and business hours.
2. Ask two or three happy customers for honest reviews this week and make it easy for them to post online.
3. Make sure your website—whether from Good Stuart or elsewhere—shows your name, service area, and the kinds of jobs you do, front and center.
4. Pick a scheduling tool or simply set aside part of your day to answer every call and follow up with leads quickly.

These steps cost almost nothing and help you get noticed by the right people, even if you only have a few hours a week outside the job site.

The key is consistency—small bits of effort, done regularly, build up a name folks remember and trust.

What are warning signs that something in your marketing is not working?

If you are not seeing an uptick in calls, messages, or booked jobs after paying for any marketing service, something is not right.

Common red flags include lots of website visitors but no actual leads, getting calls from outside your service area, or only hearing from folks looking for bargain basement prices with no intention of hiring.

• Check if your website links and forms work—many customers give up if there is even a small hiccup.
• Review where your name is showing up online; outdated addresses, wrong phone numbers, or missing profiles will lose you business that should be yours.
• If you are using a paid service or directory, ask for a clear breakdown—how many real leads or calls did you receive last month, not just views or clicks.
• Set up a basic system for jotting down how each new customer found you, either in a notebook or on your phone, to spot what works best over time.

Never be afraid to drop services that do not earn their keep—your time and budget deserve to work as hard as you do.

How can you stop feeling overwhelmed by marketing and focus on growing your business?

Trying to be everywhere at once will burn you out, especially if you are doing the work and running the business yourself.

Instead, pick one or two simple channels and make them solid—usually your Google profile and your main website are enough for most local service pros.

• Batch your marketing work, like updating photos and texting for reviews, into one day each month so it does not get lost in daily chaos.
• Lean on family or trusted helpers to snap photos, share posts, or check that your online info is correct—that way, it is not all on your shoulders.
• Look for partners and tools that make things automatic, so you do not have to remember everything yourself.
• Direct people to your website or Google listing whenever possible, since this will teach customers to trust your brand first.

The most effective marketing is honest and personal—real words, real work photos, and clear promises make you stand out, especially when others are pulling back.

If you want a hand setting up a website or getting your profile seen by more local customers, our onboarding process takes the mystery out and lets you focus on what pays—serving your customers.

Using smart habits to keep your business steady through tough seasons

No matter how hard things get, your skills and reputation are still your best marketing tools.

Stay visible, take small steps each week, and only invest in marketing that proves its value by delivering more actual work.

With the right partners and a focus on real results, you can not only keep calls coming in during crisis but come out stronger on the other side, serving more of the customers who need you most.