About time you started thinking beyond “word-of-mouth” marketing. Not saying referrals don’t work – they absolutely do, but to keep the lead flow consistent, you need more than that in your marketing toolkit. 

The good news is, none of it’s out of reach. It’s all stuff you CAN  do on your own. Sure, it might take some trial and error to figure out what works best for your business, but you’ll get there. 

And this guide will be your blueprint.

1. Optimize for local SEO

Local SEO is what gets you seen by the people who actually need your service – the ones searching “pool cleaning near me” or “pool maintenance in [your suburb]” from their phones while staring at their murky backyard pool. So, showing up in their search results makes all the difference in how many inquiry calls you get.

Begin with GBP

GBP or Google Business Profile is the listing that shows up on Google Maps and in that little info box when someone searches for your service. If you haven’t created and verified it yet, do that first thing. Then, fill it out properly. That means your business name, contact number, service area, opening hours, and, most importantly – photos. And not just stock ones. Upload real before and after photos of pools you’ve worked on. People love seeing proof.

For the description, try to incorporate local keywords that tell both search engines and people what you do, and what area you’re based in. For example, instead of just saying, “We offer pool services,” say things like:

  • “Providing weekly pool maintenance in and around [City Name]”
  • “Serving families in [Suburb Name] with reliable, no-fuss pool care”
  • “Helping homeowners in [Your Area] keep their pools ready all summer”

Ensure NAP Consistency

Now here’s a small but mighty thing – make sure your business name, address, and phone number (NAP) are exactly the same everywhere. This includes your website, Google listing, Yelp, Angi, HomeAdvisor, and wherever you’ve created profiles. Google likes consistency, and consistency builds trust, both with the algorithm and your potential clients.

Create location-based landing pages

If you’ve got a website (or plan to build one soon), you’ll want to create location pages for the different areas you serve. Let’s say you’re based in Plano, TX, but you also cover Frisco, McKinney, and Allen. Instead of listing them all on one page, give each suburb its own dedicated page. 

That way, when someone in Allen searches for “pool service Allen TX,” your site has a better shot of showing up. Plus, it gives you more room to talk about what makes your service right for people in that area.

Local backlinks mean getting mentioned on other websites that talk about your area. It could be a blog, a neighborhood forum, a local newsletter, or even a Chamber of Commerce site. If they link to your site, that tells Google you’re a trusted name in the local scene. You don’t need A LOT –  a few good ones can really help. One way to earn them is by reaching out to local home improvement blogs or community pages and offering a quick pool care tip in exchange for a mention. 

2. Pay-Per-Click advertising for immediate visbility

As great as SEO works to increase your business’s visibility, it takes time to build momentum. So when it’s peak season, and you want leads ASAP, not in six months, PPC is what’ll get you there. 

How it works

You run an ad on Google, and instead of paying for impressions (how many times people see it), you only pay when someone actually clicks on it – which means they showed real intent to check you out. That’s where the name comes from: pay-per-click. And every click counts, so you want to make sure the people clicking are the ones most likely to convert into customers.

Now, here again, keywords matter A LOT. The best ones to target are long-tail keywords that include specific location and service details. 

These aren’t your generic “pool cleaning” type searches – they’re more like “emergency pool cleaning Ipswich” or “chlorine pool maintenance in Springfield Lakes.” That level of detail means the person searching isn’t just browsing – they’re actively looking for someone in their area who can solve a specific problem. 

These long-tail keywords help in two big ways. First, they improve your relevance score in Google Ads, which can actually lower how much you pay per click. Second, they match closer to what your ideal customer is typing in – so your ad doesn’t just show up, it resonates. That means more clicks from people who are already half-convinced.

Because that’s the beauty of PPC – you’re not paying for ad space, you’re paying only when someone sees your ad and decides to click — showing real intent. And the more aligned your keywords are with their search, the better chance you have of showing up at the top and getting that click before your competitor does.

Target the right audience

To make sure you’re not wasting your ad budget on people outside your service area, do geo-targeting. This tells Google to only show your ads to people searching within the suburbs or towns you actually serve. Because you don’t need clicks from someone across the state when you only service a 30-minute radius – it’s money down the drain otherwise.

Then there’s retargeting. 

A lot of people will visit your site, scroll around, and leave without doing anything. That’s normal – many homeowners shop around. But with retargeting ads, your brand follows them around the web, reminding them of the service they checked out earlier. Sometimes, all they need is a nudge to come back and book.

What to Say in Your Ads

Finally, your ad copy should match the mindset of the person searching. 

Pool problems are rarely something people put off. When their pool’s gone green, or their pump just gave out, they want help FAST. So you don’t waste time stating obvious things, you need to speak to that urgency. 

Using phrases like “Fast Pool Repair – Same Day Service in Caboolture” or “Emergency Pool Cleaning Available Now – Call Today.”  Even limited-time discounts like “$30 Off First Pool Service – This Week Only” can give them the push to act now instead of later..

3. Social media marketing to connect with your audience

Social media isn’t just for influencers – you can leverage it just as much to show people the kind of work you do and what your process looks like. 

All you have to do is hold up your camera while servicing a pool, record some BTS, click a few before and after pictures and share it across all your social media handles – Instagram, Facebook, Pinterest. And don’t forget to add a caption that highlights where it was done (eg, “Weekly clean-up done in [suburb name]”) and what kind of service it was.

For days you’re not actively working, instead of disappearing completely and waiting for the service season to peak, start recording short-form educational content for your audience. This could be about things pool owners can do on their own – such as basic chemical testing and balancing. 

Join the conversations already happening

Local Facebook groups and forums like Reddit and Quora are where people often turn for recommendations. 

You’ll see posts like “Anyone know a good pool guy in [city]?” and those are your opportunities. Join a few community groups or browse local subreddits. Now, don’t just go in to pitch but instead participate, answer questions, and drop your service casually when it makes sense. 

People notice when you’re genuinely helpful.

Let your happy customers speak for you.

A satisfied client’s word is worth more than any ad you could run. So, after finishing a job, ask if they’d be comfortable leaving a short review or even recording a 10-second video testimonial. Most are more than willing if they’re happy with the work. Then, turn those into short posts or reels – pair them with visuals of the job you did, and you’ve got content that feels real and trustworthy. 

4. Create a YouTube channel

This one’s an extension of your social media game but with a bigger payoff when done right.

YouTube is where many people go to solve problems, and that includes homeowners trying to figure out why their pool keeps turning green or how to clean a filter without breaking it. And you already have the answers.

All you need is your phone’s camera to get started. 

Record short videos where you walk people through simple pool fixes – like clearing out algae, balancing chemicals, or changing pool filter cartridges. Show them what products you use, and how you use them, and explain things in plain language.

Now remember, not everyone watching will want to DIY it, but they will remember that you know your stuff. Many people will choose to call the expert they just watched rather than risk messing something up themselves. And if you’ve made the process look easy and approachable, you’ve already built trust before they even reach out.

5. Email marketing for customer retention

Most homeowners don’t think about their pool until something goes wrong. That’s exactly why email marketing works so well for a pool service business. It gives you the chance to stay in touch with them before problems happen. And when they do, your customers will know who to call. 

You could start with seasonal reminders. For example, a few weeks before spring rolls around, send out a friendly heads-up, “It’s time to open the pool”, with a quick chemical testing checklist before they take the first dive in. 

When it’s right before winter, you could remind them about closing it properly to avoid damage. These little nudges don’t just help your customers stay on top of things – they also keep your bookings steady during seasonal shifts.

You can also use email to make your regulars feel valued. 

A simple loyalty offer like “Book early and get a free filter check-up” or “10% off your next monthly service” goes a long way. These aren’t big discounts, but they show appreciation, and more importantly, they give customers a reason to keep choosing you over someone else.

Now, don’t just fill inboxes with promos. You have to build a lot of trust just by being helpful. Share tips on pool care, quick fixes for common problems, or even product recommendations you personally stand by. That way, your emails become something people want to open, not just another sales pitch.

6. SMS marketing for a direct touchpoint

As good as SMS marketing is for a direct, personal touchpoint, you have to be very careful using it. Nobody likes getting unexpected messages from businesses they didn’t sign up for. So make it super clear –  whether it’s through your website, social media, or even while chatting in person – that you’ll only text them for service updates, offers, or check-ins if they say yes.

Once they’re in, keep it short and relevant.

For example, when you’ve just finished a job, send a quick “Thanks for choosing us! Got a minute to share your experience?” with a link to your Google Reviews. It’s a low-pressure way to build your reputation.

Or when you want to push a seasonal deal? Try something like, “Pool closing season is here – book your service by Friday and get $20 off! Reply YES to grab it.”

7. Google Local Service Ads

At first, Google Local Services Ads (LSAs) might look a lot like regular PPC Ads – but they work very differently behind the scenes. 

  • PPC ads send people to your website. You get charged when someone clicks.
  • LSAs, on the other hand, send people straight to your phone. You only get charged when someone actually calls or messages you directly through the ad.

These ads appear even above the PPC ads. And if you’re Google Guaranteed (you’ve passed their background and license checks), a little green badge shows up with your ad. This alone can be the deciding factor between you and another company without it.

Now, to keep that top spot, your reviews matter a lot. The more happy customers leave you great ratings, the better your ad will perform. So don’t hold back from following up after a job and asking them to drop a quick review. 

8. Build a strong online reputation with Google reviews

People trust other people who have used a service more than your promises.

When someone searches for a pool service and sees you have a 4.7-star rating with recent fresh reviews, guess who’s getting the call? You – NOT the competitor with three outdated reviews from 2019.

 So make it ridiculously easy for people to leave one. 

Right after a job’s done, send a quick message with a direct Google review link via SMS or email. Don’t simply ask them to give feedback, hoping they will make the effort to look you up and leave a review. Hand it to them on a platter.

And yes, not all reviews will be glowing. That’s just reality. 

But what matters just as much as the review itself is how you respond. If you ignore a negative review, it looks like you don’t care. So, instead of not paying attention, respond with a professional and polite statement, ask about what went wrong and share how you will improve/prevent that in future. This speaks volumes to your potential customers reading through.

9. Launch a referral program for word of mouth growth

Referrals are gold but you can’t just hope people will send their friends your way. You have to give them a reason to do so.

Think about it, if a customer had a great experience with you AND another pool service provider in the past, who are they more likely to recommend? The one who gave them a simple thank you… or the one offering a discount on their next clean or a little cash back for every friend they refer?

Exactly.

That’s why a good referral program needs two things:

  1. An incentive that feels worth it, and
  2. A simple way to share it.

You could set up a system where customers get a unique code or link they can text to friends or share on social media. When their referral books a service, your customer gets the reward.

You can even partner up with your local pool equipment supplier (like Leslie’s store nearby) –  drop off a stack of business cards and ask if they’d be happy to pass them on to pool owners in exchange for a small referral fee. They’re already interacting with people who own pools and might need help, so it’s really a no-brainer connection.

10. Optimize your website to capture leads effectively

You can run ads, rank high on Google, and post all the stunning before-and-after shots you want –  but if your website doesn’t help people take the next step, you’re tanking it all.

So, 

  • Keep your contact form short and sweet.

No one wants to fill out a questionnaire just to get a quote. Name, phone, email, and what service they’re after – that’s enough to start the conversation.

  • Make sure your site is fast and mobile-friendly.

Pool owners are often browsing on their phones, maybe from the backyard, looking at a green pool. If your site takes forever to load or isn’t easy to navigate, they’ll bounce and click on someone else.

  • Live chat can turn a ‘maybe’ into a booking.

Even an automated chatbot can help answer quick questions and reduce hesitation.

  • Show pricing, or at least estimates.

Most people don’t want to jump on a call just to ask, “How much do you charge?” Having clear packages or at least ballpark figures helps set expectations and builds trust. 

To further up your game you can even add a quote estimator tool that gives people a quick price range based on their needs.