I was just talking to a new service company. New on the market, skilled but untested. They are STRUGGLING to get calls. They said they’ve tried it all. Cold calls. Door to door hangers with specials. Cold emails. Facebook ads! They are working on getting a website, but for now they’re relying on a Facebook page and word of mouth. It’s not bringing in enough to make the business profitable, let alone sustainable.

Ouch! It’s hard to start! I get it. When I first started as a wedding photographer, it was really hard to get those first clients and show what I could do. It’s a catch 22. You can’t get work, so you can’t prove you can work. But you need work to prove you can work! Phew, that was a mouthful.

What NOT to do!

Don’t just start spending money on ads. This isn’t going to work. You don’t have trust built yet and the money will be wasted. You are likely screaming into a void. I don’t know about you but if I see an ad for a pool company and I don’t have a pool, I’m scrolling right by. You want to target people that need your services, when they need it. Plus, if your ads aren’t sending people to a converting landing page, you’re wasting that ad spend. Your offer needs to be crystal clear and solve an urgent problem. Even better if it taps into something time-sensitive or seasonal, like a spring special or same-day availability.

Now, I know that you are likely hounded daily like my clients and even myself to sign up for SEO services or Facebook ads and Google ads. There is a time and place for that. And yes, I’m going to say you need to get that website up with SEO rich content. But we all start somewhere and there are much better and less expensive ways to get traction.

So here are some ideas on how to gain some clients when you are just starting your service business. These ideas are from myself, my clients, and other service-based businesses that have shared with me what has worked for them. Not all may be a winner for you, but take what you will.

Google Business Profile

First, get that Google Business Profile set up, verified, and complete. This is huge. HUGE. Every single business I’ve talked to has had a large improvement in client calls from focusing on optimizing their Google Business Profile.

• Sometimes that verification process is a pain, but do it.
• Add your category and services
• Location, contact, and hours details
• Make sure you have your business logo and some photos
• Continue to update weekly or daily with photos. This helps SEO.
  Post updates like completed jobs, behind-the-scenes, or team spotlights to build trust.
• Think of questions your customers might ask: “Do you have emergency service?”
  “Do you do commercial work?” “Do you offer monthly lawn services?”
  Then answer those questions on your profile. That way, when someone types in “lawn services,” you’re more likely to come up.
• Add current goings on and specials. Update them. Don’t offer winter tune-ups in June.

Get reviews. Real reviews.

Connect with anyone you did service for and ask for a review.
Make it easy. Send them a direct link to your Google review form and thank them after. You can even create a review request template as a text or email that you reuse. Remind them how much reviews help small businesses.

Offer professional advice.

If you are an expert in your field, spend a few minutes in a local Facebook group offering advice. Believe it or not, community groups will have questions that you will have the best helpful advice for. You can say, “Oh, your lawn is yellow because of too much nitrogen. I’m a landscaper and this is what I would do.”
Now people know you are a landscaper and you’ve shown authority.

Answer with substance. Your comments live on in search results and help you get found again. Use simple explanations that educate, not sell. People remember experts who are helpful without being pushy.

If you are a B2B company, go where your customers are. That could be LinkedIn, Reddit, or anywhere they hang out. Offer helpful information.

Show your face.

Okay, so don’t be obnoxious. No one likes an obnoxious solicitor. But if you offer good service to businesses, go to their business during a time that is not inconvenient and just introduce yourself.
“Hey, I’m offering service in your area. Love what you are doing here and wanted to introduce myself as a fellow community member. If you ever need XYZ service, here is my card.” Even better if you can say, “I offer free inspections or quotes.”

Check Google or posted hours first. Use common sense and don’t show up during rush times. Respect goes a long way and sets the tone for your brand. If they aren’t available, leave a card or handwritten note with a short, friendly intro and your offer.

This works because, in the day of constant Facebook and Google ads, real human connection is sometimes welcome. Don’t discount the face-to-face times of the past.

Howdy pardner!

Find other businesses that serve the same clients and partner up. If you are a wedding photographer, meet other industry professionals and find ways to offer bundle services. I know a child photographer who partnered with a local clothing boutique to create outfit inspiration for families. Then they offered specials for clients who booked through the flyer at the boutique. If you provide services for homeowners, go talk to property management companies, real estate agents, restoration companies, general contractors, apartment complexes, or other home service providers.

When I bought my house, I needed a radon mitigation specialist. Later, when I needed septic help, I asked the radon guy if he had someone he trusted. That built-in referral meant a lot because I already trusted him.
You can also offer referral incentives. Give clients a discount for every new customer they refer. Or create a shared flyer with both of your services and leave it with clients who are happy to pass it on.

Local groups

Again, community is important. Find local groups where you can connect and get the word out.
Chamber of Commerce. Local networking groups. Industry-specific networking groups. Even your hobby or book clubs. (I know, who has the time?!) Don’t just go once. Relationships build over time. Make a commitment to show up. When possible, volunteer or host something of value to the group, like a short talk or a seasonal checklist related to your field. Go in not just hoping to get work, but looking to support other businesses as well.

Public relations

Offer your service for free to a local charity. You can get creative. One HVAC company just starting out went to local shelters and offered their service for free. They shared about it on socials, and it was picked up by the local paper. One hair salon offered free haircuts to homeless individuals and veterans at a farmers market on Wednesday mornings. This created publicity and also showed their mission and heart for the community.
Be sure to document and share it well. Use before and after photos, quotes from recipients, and tag local news outlets. If you have a newsletter or blog, write a quick recap with photos to keep that goodwill going.
Businesses and people want to work with brands that stand for something. Public service and generosity go a long way in setting that tone for your brand.

Focus where it counts

Starting a service business is hard—but wasting time and money on the wrong things makes it even harder. Focus on real connection, simple strategy, and showing up where it counts. The rest will build.