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How Voice Search Is Changing How People Find Contractors

  • James Drake
  • Aug 8, 2025
  • 3 min read

Introduction: The Rise of Voice Search



“Hey Siri, find me a plumber near me.”

“Alexa, who’s the best HVAC company in my area?”


Sound familiar? Voice search isn’t a futuristic concept anymore—it’s here, and it’s changing how homeowners find local service businesses. In fact, PwC’s 2024 Voice Search Adoption Report found that 71% of consumers prefer using voice assistants for quick online searches, and nearly 50% of all searches in 2025 are voice-based (Google, 2025).


For home service businesses, this shift means one thing: if you’re not optimizing for voice search, you’re invisible to a large portion of potential customers.


How Voice Search Differs from Traditional Search



Voice search isn’t just “typing with your voice.” The way people speak is very different from how they type:


  1. More conversational: Instead of typing “plumber Denver,” people say, “Who is the best plumber near me?”

  2. Question-based: Voice searches often start with who, what, where, when, why, or how.

  3. Local intent: Most voice searches are location-specific. People want immediate answers from nearby businesses.


Example:


  • Text search: “HVAC repair 80204”

  • Voice search: “Hey Google, who can fix my AC tonight near me?”




Why Voice Search Matters for Contractors



  • Homeowners want immediate answers. Voice search users are often in the moment of need (e.g., a burst pipe at 10 p.m.).

  • Fewer results are read aloud. Unlike a screen full of options, voice assistants usually provide one answer. If you’re not that answer, you’ve lost the lead.

  • Voice searches often drive phone calls. A large percentage of voice searches result in direct action because users are already on their mobile devices.



How to Optimize Your Business for Voice Search




1. Focus on Local SEO First



Voice search relies heavily on local SEO signals. If you haven’t optimized your Google Business Profile (GBP), start there:


  • Keep your business information accurate and up to date.

  • Add photos, services, and posts regularly.

  • Collect and respond to reviews.



Pro Tip: Voice assistants often pull answers from the top 3 businesses in Google’s Map Pack.





2. Use Conversational Keywords



People use natural language with voice search. Instead of optimizing for “plumber Denver,” include phrases like:


  • “Who is the best plumber near me?”

  • “What’s the cost to replace a water heater in Denver?”



Create content on your website that answers these questions directly.





3. Build FAQ Pages



Voice assistants love pulling answers from FAQ sections.


  • List the top 10–15 questions customers ask you.

  • Write clear, concise answers (30–50 words each).

  • Use headings (H2/H3) for each question to help Google index them properly.






4. Optimize for Mobile and Speed



Voice search is almost always performed on a mobile device.


  • Make sure your website is mobile-friendly.

  • Improve site speed by compressing images and minimizing code.

  • Ensure your phone number is clickable on mobile.



Google reports that 53% of mobile users will abandon a site that takes more than 3 seconds to load.





5. Aim for Featured Snippets



When a voice assistant answers a question, it often pulls from Google’s featured snippet (the “position zero” box at the top of search results).


  • Answer questions clearly and concisely.

  • Use bullet points and numbered lists when possible.

  • Include schema markup to help Google understand your content.



Case Study: A Plumbing Company That Tripled Calls


A small plumbing company in Arizona added an FAQ page optimized for voice search questions. Within three months:


  • Their FAQ page ranked in multiple featured snippets.

  • Voice search traffic increased by 62%.

  • They received three times as many phone calls from “near me” searches.



The key? They didn’t just add keywords—they wrote content that directly answered the way customers actually ask questions.





Tools to Help with Voice Search Optimization



  • Answer the Public: Find out what questions people are asking.

  • SEMRush or Ahrefs: Identify featured snippet opportunities.

  • Google Business Profile Insights: Track how customers find you in local search.






Common Mistakes to Avoid



  1. Ignoring local SEO basics: If you’re not showing up in the Map Pack, you won’t win voice searches.

  2. Overusing keywords: Voice search is about natural language, not keyword stuffing.

  3. Forgetting about reviews: Assistants often prioritize businesses with the best reviews.






The Bottom Line



Voice search is changing the way homeowners find contractors. Instead of scrolling through a list of options, customers ask Alexa or Google, and they take the first answer they hear.


If you want to stay competitive in 2025 and beyond, you need to optimize your business for voice search now. Focus on local SEO, conversational content, and FAQ pages to increase your chances of being the one business a voice assistant recommends.





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