If you run a trades or construction business, you’ve probably been told your website is the engine of your marketing.
It matters.
But in my conversation with Aaron Husak on Built. Trusted. Chosen., he made something clear that many contractors overlook:
Google may trust your Business Profile more than your website.
Aaron has built and scaled a multi-division home services company and now runs Sequoia GEO, helping contractors tighten up their local visibility and adapt to where AI is heading. Here’s what stood out.
Google May Trust Your Business Profile More Than Your Website
Your Google Business Profile is a Google-owned asset. That matters.
When someone searches for a local plumber, electrician or HVAC contractor, Google’s map pack often appears before organic website results. Your reviews, hours, photos and posts sit right there.
If that profile is incomplete, inconsistent or inactive, you’re making it harder for Google to trust you and harder for customers to choose you.
For trades businesses, this is not optional. It is foundational.
The Inconsistency Problem That Quietly Kills Rankings
Aaron sees this constantly.
Different business hours listed in different places. A slightly different version of the address. Phone numbers that don’t match exactly.
To a human, it looks harmless. To Google, it creates uncertainty.
When Google sees conflicting information, it becomes less confident about sending traffic your way. Visibility suffers.
The fix is straightforward: align your Google Business Profile and website precisely. Same phone number. Same address format. Same business hours.
Clarity builds trust. Even for an algorithm.
Treat Your Google Business Profile Like Social Media
Most contractors ignore Google posts.
Aaron recommends posting weekly. Not daily. Just consistently.
Share a recent job. Highlight a five-star review. Post a service update. Keep it relevant and simple.
You’re signalling to Google that your business is active. That ongoing activity supports visibility and reinforces credibility.
If you’re already creating content elsewhere, repurpose it.
Google Ads Can Work, If You Set Them Up Properly
We spoke about pay-per-click, and Aaron’s point was balanced.
Google Ads can generate serious lead flow. But they can also drain budget fast if the fundamentals are wrong.
If someone clicks on an ad for a specific service, the landing page must match that service clearly. If the signals are misaligned, Google charges more and conversions drop.
Conversion tracking must also be set up properly. Without it, you’re guessing.
For smaller budgets, Aaron also mentioned Local Services Ads as a practical starting point before moving into more complex Google Ads campaigns.
Landing Pages That Turn Clicks into Calls
A high-performing landing page, according to Aaron, needs a few key elements:
Clear messaging that matches the ad.
Visible testimonials. Never assume they’ve read your reviews elsewhere.
Strong calls to action, ideally sticky buttons or a visible phone number that stays present as users scroll.
Make it easy to act. Remove friction.
AI Is About to Analyse Your Quotes
One of the most forward-looking parts of our conversation was about AI.
Imagine a customer taking three contractor quotes and dropping them into an AI tool asking which one is best.
Suddenly your proposal is summarised, compared and evaluated in seconds.
This will reward clarity. Structure. Transparency.
It means you can’t rely on complexity or confusion. Your proposal needs to stand up to instant comparison.
The trades businesses that prepare for that shift will have a significant edge.
If you want a simple starting point, review your Google Business Profile and align it precisely with your website.
Then look at your landing pages and proposals through the lens of clarity.
The contractors who win going forward will be the ones who make trust obvious, consistency tight, and messaging clear, both for customers and for the systems that now influence them.
Aaron Husak is the founder of Sequoia GEO, where he helps contractors improve local visibility and lead flow through Google Business Profile optimisation and generative engine optimisation strategies. After scaling his own home services company and earning four consecutive Inc. 5000 rankings, he now works with trades businesses building marketing systems that perform in the AI era.
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