In industries like manufacturing, landscaping, construction, and local services, SEO often gets dismissed as a waste of time. It either feels too technical, too trendy, or just not relevant for businesses that win work through relationships and reputation.

But that’s the wrong read.

In a recent conversation with Jake Mooney of Green Light Studio, Jef broke down what still works in 2025—and how boring businesses can use SEO to bring in steady, high-quality leads.

This isn’t about chasing keywords or hacking Google. It’s about aligning your site with real customer intent—and giving them a reason to trust you.

The First SEO Mistake: Vague Messaging and Generic Pages

One of the biggest reasons SEO fails for service businesses is that they haven’t clarified their message.

Jef sees this all the time.


A real example from Jef’s portfolio: after separating service pages by topic—website copywriting vs. web design—a client saw a 112% increase in qualified leads over the next quarter. The change wasn’t fancy. It was structural clarity.

Service-Based? You Need Dedicated Pages (Not Just a "Services" Tab)

Let’s say you offer HVAC installations, duct cleaning, and emergency repairs. If all of those are dumped on one “Services” page, you’re not giving Google—or your customer—much to work with.

Even in B2B and trades, where the buying process is longer, your customers are starting with a search. If you’re not visible at that moment, you’re invisible.

Each page should be built around a keyword with commercial or transactional intent—terms that show the person is ready to act. Think:

• “commercial HVAC installation”
  
• “industrial CNC machining Ontario”
  
• “licensed arborist tree removal Toronto”
  
  

Those pages don’t need to be flashy. But they do need to show relevance, clarity, and proof.

That authenticity matters. A geolocation page that says “we serve X city” isn’t impressive. But a page that shows why you work there, how you helped local clients, and what customers can expect—that builds trust and improves conversions.

Test What Works, Then Scale It

One small tweak led to a measurable lift in leads: adding a contact form to the hero section of a landing page.



Other micro-changes—like testing phone calls versus forms, or embedding location-specific video—helped improve dwell time, which in turn boosted SEO performance.

Result? One industrial client saw a 37% lift in contact form submissions after consolidating these changes across their service pages.

B2B Buyers Search in Bursts—You Need to Be Ready

SEO isn’t just for casual browsers. It’s also for urgent buyers.

Jake pointed out how some of the most valuable leads come during stressful, time-sensitive moments:



Whether it’s a fleet repair, a part order, or a compliance audit, your next big contract could start with a five-word Google search at 7:43 a.m.

If your site doesn’t load quickly, clearly explain what you do, and offer a fast path to get in touch, that opportunity is lost.

The Boring but Effective Stuff Still Works



Jef regularly helps B2B service companies clean up their technical SEO and match content to user intent. And he’s still getting results—even with all the noise around AI and algorithm changes.

Your video doesn’t need to win awards. It needs to win trust.

The best way to do that is by stepping out of the spotlight and putting your customer’s experience front and center. Use this framework to guide the story, and you’ll have something that feels different—because it actually is.

Jake Mooney breaks it all down in this video: Why Most Corporate Videos Suck (And How to Fix Yours)

Need help applying this to your business? Grab a free marketing audit or connect with Jake.

Real Strategy Beats Shiny Tactics

Jake closed the loop with a reality check: “So many clients come to us with to-do lists of disconnected ideas. A new video, a Facebook post, a page update—but no actual plan.”

The antidote? Start with SEO and structure your site around how customers search and decide. Build landing pages. Optimize them for action. Use video and real proof where it counts. Then layer other content on top.

It’s not complicated—but it does take discipline and clarity.



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More About the Experts

Jef van de Graaf is an SEO strategist, website copywriter, and founder of Copy Ads Content. He helps B2B service companies improve their messaging, landing pages, and technical SEO for better rankings and conversions. Learn more about his work at jefvandegraaf.com.

Jake Mooney is the founder of Green Light Studio and helps industrial companies create clear, conversion-focused marketing strategies through video, content, and personalized coaching. Connect with Jake on LinkedIn.