How To Maximize Lead Flow Using Your Google Business Profile

In today's digital age, being the best at what you do isn’t enough—you need to be found. Whether you're clearing land, digging foundations, or installing septic systems, having a strong online presence is no longer optional. It’s essential.

That’s where digital marketing comes in. With the right strategies, your excavation or septic business can show up in the right places, attract high-quality leads, and convert them into loyal customers. In this guide, we’ll walk through proven methods to boost your online visibility, based on insights from the Excavation Profits podcast by Excavation Marketing Pros.

Understanding the Importance of Google Business Profile

Your Google Business Profile (GBP) is often the first impression potential customers get of your company. When someone searches “excavation near me” or “septic installation in [your city],” that little map with three businesses (the "Maps 3-Pack") is where you want to show up.

Why It Matters

• 44% of Google clicks go to the 3-Pack.
  
  

• These are high-intent searches—people ready to book services.
  
  

• A fully optimized profile builds trust instantly.
  

How to Optimize Your Google Business Profile

• Claim and verify your profile if you haven’t already.
  
  

• Choose the right categories: Primary category should be “Excavation Contractor” or “Septic System Service.” Add secondary categories like “Demolition Contractor,” “Forestry Service,” or “Landscaper” if they apply.
  
  

• Keep info consistent: Your name, address, and phone number (NAP) must match your website and directory listings.
  
  

• Post weekly updates: Share photos, news, promotions, and recent projects.
  
  

• Use keywords naturally in your business description.

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Leverage Social Media Integration

Google favors businesses that are active online. Connect your GBP to your Facebook and Instagram pages, and consider scheduling weekly posts. This signals to Google that your business is active, real, and engaged with its audience.

Creating Engaging Content

You’ve heard the phrase “content is king”—and it’s true. But in this industry, content has to do more than just fill space. It needs to build trust and solve problems.

Blogging: Simple But Effective

• Write 1–2 blog posts per month.
  
  

• Focus on real questions customers ask, like:
  
  

  • "How much does excavation cost in [your area]?"
    
    

  • "Do I need a permit for land clearing?"
    
    

  • "How to know if your septic tank is full?"
    
    

• Keep it readable—aim for a 6th–8th grade level.
  
  

• Use local terms and keywords that match what your ideal customer is searching for.
  
  

Add Video Content

• Short videos of projects in action can showcase your work and build credibility.
  
  

• Add videos to blog posts and your Google Business Profile.
  
  

• Upload clips to YouTube with titles like “Excavation Project in [City] – Before & After.”
  
  

Video increases time on site and helps improve search rankings. It also gives homeowners confidence that you know what you’re doing.

Building Authority and Trust Online

If you're going to beat out competitors online, you have to show Google—and your customers—that you’re trustworthy and knowledgeable. That means focusing on what Google calls E-A-T: Expertise, Authority, and Trust.

Get Listed in Local Directories

• Make sure your business appears on sites like Yelp, Angi, HomeAdvisor, and BBB.
  
  

• Use the same NAP (Name, Address, Phone number) across every platform.
  
  

• The more citations (mentions of your business), the more Google sees you as legitimate.
  
  

Get Consistent Reviews

• Ask every happy customer for a review—right after you finish the job.
  
  

• Make it easy with a QR code or direct link.
  
  

• Don’t just collect reviews—respond to them! Thank happy customers, and professionally address concerns.
  
  

Example:

“Thanks for the great review, John! Glad we could help with your septic system replacement—let us know if you need anything else.”

Responding as the business owner shows potential customers you care and builds trust with Google.

Build Quality Backlinks

• Reach out to local blogs or news outlets when you complete a major project.
  
  

• Offer to write a “how-to” or “what to expect” article for a local home improvement site.
  
  

• Every link back to your website helps increase your authority.
  
  

Utilizing Automation Tools

As a contractor, you’re already busy. The last thing you need is another full-time job managing your online presence. That’s where automation can help.

Schedule Content in Advance

Use tools like:

• Buffer
  
  

• Later
  
  

• Hootsuite
  
  

You can write blog posts, social media updates, and Google posts ahead of time and schedule them out weekly. Consistency builds credibility and helps you stay top-of-mind.

Automate Review Requests

Use services like:

• High Level

• NiceJob
  
  

• Podium
  
  

Set up automated text or email follow-ups after a job is complete. The more frequent your reviews, the more current and trustworthy your profile appears.

Don’t Overlook Website Basics

Even if you’re dominating on Google Maps, your website needs to be solid. It’s the digital front door to your business.

Key Elements to Include:

• Fast loading time: Your site should load in under 3 seconds on mobile.
  
  

• Clear contact info: Your phone number and service area should be visible on every page.
  
  

• Updated content: A blog that hasn’t been updated in a year looks abandoned.
  
  

• Conversion tools: Include call-to-action buttons like “Request a Quote” or “Schedule a Free Site Visit.”
  
  

• Mobile-friendly design: Most homeowners are searching from their phones.
  
  

Use tools like Google PageSpeed Insights or GTmetrix to test your website’s speed and performance.

Join a Community for Growth

No one succeeds alone. The most successful contractors stay plugged into industry groups where they can learn, share, and grow.

Join a Mastermind Group

Excavation Marketing Pros offers an online mastermind specifically for excavation and septic contractors. You’ll get:

• Support from other business owners
  
  

• Access to digital marketing tools
  
  

• Weekly insights from the Excavation Profits podcast
  
  

• Real-world advice from people in the field
  
  

Being part of a group keeps you accountable and ahead of industry trends.

Final Thoughts

Marketing your excavation or septic business online doesn’t have to be overwhelming. By focusing on the basics—Google Business optimization, content creation, consistent reviews, and automation—you’ll be miles ahead of your competition.

Here’s your quick checklist to maximize visibility:
✅ Claim and optimize your Google Business Profile
✅ Blog monthly and share to social media
✅ Collect and respond to reviews
✅ Use automation to save time
✅ Keep your website fast, mobile-friendly, and up-to-date
✅ Join a mastermind group for ongoing support

Want to take your marketing to the next level?
👉 Visit Excavation Marketing Pros and explore our free resources, podcast episodes, and digital tools designed specifically for contractors like you.