Prospect Genius

Leer en español

2025 was one for the books. Especially for small business owners, things shifted fast and it caught a lot of folks off guard. AI got smarter, customers got pickier, and the way people find (and choose) you changed practically overnight.

Before you shut the shop for the holidays, here’s the no-BS checklist of what actually mattered in 2025… and what you need to fix right now if you want 2026 to be your best year yet.

AI Chatbots Are Stealing Searches, and You’re Probably Not in Them Yet

People aren’t just Googling “plumber near me” anymore. They’re opening ChatGPT, Grok, or Perplexity and asking:

“Who’s a reliable, fairly priced plumber in Tulsa that shows up on time?”

Why? Because when you ask Google, you get a list. Then you have to click around, read reviews, and figure out who’s both affordable and will do the job right.

When you ask ChatGPT the same question, it reads the reviews for you, compares the info, and gives you a direct answer, in seconds. It saves time and skips the guesswork. That’s why so many people are skipping Google and heading straight to AI tools.

But, it’s not all sunshine and rainbows. Since the bot gives so few names, space is ultra-limited. No ten blue links. No map pack. Just an answer. That leaves just one, or maybe a few spots for you to show up… so the competition is now fierce, and the losers are all but invisible.

By late 2025, AI chatbot usage grew 84% year-over-year. While these tools still handle under 5% of all local discovery, that number is rising very, very fast. Importantly, the quality of those leads is super high so these are the leads that you’re most likely to book. Since they pull from your reviews, listings, and website content to decide who gets recommended, all your SEO efforts are now even more important.

Checklist:

• Pull up ChatGPT, Grok, and Perplexity and ask them who they recommend in your city. Today.
• If you’re not showing up, your AI optimization (the new SEO) needs work.

If you’re ready to solve this problem, you don’t have to figure it out on your own… we’re here to help. We have multiple options and we’re happy to discuss them all.

AI Search Exploded: Google Overviews, Bing Copilot, and More

Google’s AI Overviews showed up in around 45% of U.S. search results by mid-2025. Microsoft’s Copilot gave Bing its first real momentum in years. These AI layers now decide which businesses show up, based on structured data, quality content, and strong reviews.

Checklist:

• Have you claimed and optimized your Google Business Profile with services and photos?
• Are you using schema markup so AI tools understand your business at a glance?
  • If that sounds like Greek, we can handle this for you. Just give us a call or shoot over an email.

Voice Search Is Here, And It Loves Long-Tail Questions

An estimated 52% of all local searches in 2025 were voice-driven. That’s someone talking to Siri, Alexa, ChatGPT, Grok, etc. like they’re talking to a buddy:

“Who fixes water heaters in Broken Arrow on weekends?”
“Find me an emergency electrician open right now.”

These are long, conversational questions (long-tail), and AI tools favor websites that answer them clearly.

Checklist:

• Are you publishing at least one blog post or new service page per month that answers a real customer question?
  • We get that this is a pain, but we can help you. Many, many businesses like yours outsource this to us with our Social Stream service.
• Do your pages use spoken-language headings and FAQs like “How much does it cost to replace an HVAC system in 2025?”

Blogging is no longer fluff. It’s how you get found in voice and AI search.

Local Reviews Are the #1 Trust Signal for Humans AND Machines

AI tools pull recent, detailed, high-star reviews to choose who they recommend. Even a small bump in 5-star reviews can move you from invisible to top result in a local AI response.

Checklist:

• Are you asking every happy customer for a review using a simple text template or QR code?
• Are your reviews spread across Google, Yelp, Facebook, Angi, and Nextdoor?
• Are you encouraging customers to mention the service and town in their review?
• Are you replying to reviews with a thank-you that includes the service and location?

Citations & Listings Are Still the Foundation

AI tools and search engines rely on your Name, Address, and Phone (NAP) data to validate your business. Inconsistent info across 50+ directories leads to lost visibility, or worse, confused AI bots skipping your business entirely.

Checklist:

• Manually check your top citations (or use a tool) but remember that most “free audit” tools will exaggerate the problem to sell you something. Free = sales pitch.
• Get listed on niche directories like Angi, HomeAdvisor, Houzz, and Thumbtack.
• Use a turn-key service like our Directory Dominator to get tons of high-quality listings, and to protect those listings from getting hijacked or changed without your consent.

Using AI on the Job Isn’t Fancy, It’s Just Smart

You don’t need to be a tech wizard to use AI. Some of the busiest, most profitable contractors we work with are using AI tools every day to save time, book more jobs, and stop working late nights just to catch up on paperwork.

Here’s how real home service pros used AI in 2025:

• Typing a quick customer message into an AI tool and getting a polished, professional reply back in seconds
• Snapping a photo of a broken unit and using AI to help write the estimate
• Getting help writing a solid quote or service description, even if spelling and grammar aren’t your thing
• Auto-generating Facebook or Google post ideas so your page doesn’t look dead
• Organizing your week with AI-generated checklists, reminders, and follow-up messages
• Creating a dispassionate, savvy reply to a negative review

Checklist:

• Have you tested an AI tool to help with quotes, emails, or social media posts?
• Have you started using any AI-powered tools to cut down your admin time by 5-10 hours a week?

You’re not replacing yourself. You’re just getting a digital helper that doesn’t need lunch breaks or overtime.

Ads Got More Expensive – But Smarter Targeting Saved the Day

In 2025, Google Ads CPCs rose by about 13% for home services, and Facebook lead costs increased 20-25% in many markets. But some owners got even better results by narrowing targeting and letting AI handle creative testing.

Checklist:

• When’s the last time you audited your campaigns or tested something new?
• Are you using Google’s “Performance Max” or Meta’s “Advantage+” campaigns yet?
• Are your ads written in a way that feels human, local, and real?

Mobile-First Is Non-Negotiable

Roughly 78% of local mobile searches result in a purchase within 24 hours. If your site takes more than 3 seconds to load, or the “Call Now” button is too small, you’re losing leads daily.

Checklist:

• Test your site using Google’s Mobile-Friendly Test and PageSpeed Insights.
• Make sure your call and text buttons work on every page with one tap.

Build a Brand, Not Just a Business

In a world full of white vans and generic websites, brand personality wins. Customers remember friendly faces, great logos, and helpful social content.

Checklist:

• Does your brand look consistent across your website, trucks, shirts, and social pages?
• Are you posting before/afters, team spotlights, and customer thank-yous at least weekly?

The Bottom Line: AI Isn’t Replacing You – It’s Just Choosing Who Gets the Call

If you swing a hammer, fix busted HVAC units, rewire panels, or crawl under sinks, your job is safe. Your ability to get inbound leads, however, is not. That’s because AI is already deciding which business shows up when a customer says, “Hey ChatGPT, who should I call?”

If you’re not showing up in those answers, you’re not even in the running. That’s the shift. Not robots taking your tools, just smart tech changing how customers pick who gets the job.

You’re not behind… yet. But you’ve got to move. So save this checklist. Knock it out during the slower days/weeks, or hand it off to someone who knows how to do it right.

And if you want help getting it done faster? That’s where we come in. Our AI Quickstart Package gets your business ready for Google, voice search, AI chatbots, and all the changes that 2026 is about to bring. No fluff, no hype, just more jobs, better leads, and less guessing.

Let’s make 2026 your busiest, most profitable year yet.

Now go tighten up what 2025 just exposed.

Leer en español

This might sound strange, but here it goes: we’re about to stick up for some of our competitors.

Yes, really.

Now, don’t get us wrong, there are plenty of bad apples out there. Some are just plain incompetent. Others are full-on scammers. But believe it or not, there are some honest, well-meaning marketing folks out there who actually know what they’re doing. The problem? Even they can end up sounding like snake oil salesmen… and it’s not always their fault.

Let’s talk about why.

When Words Don’t Mean What You Think They Mean

One of the biggest issues in digital marketing today isn’t shady tactics or overpriced services, it’s language. Over the years, scammers and clueless marketers have tossed around industry buzzwords like candy at a parade. Terms get twisted, misused, or misunderstood until they mean something totally different to different people.

And that’s where things start to break down.

You think you’re asking a simple question. The marketing person thinks they’re giving a straight answer. But really, you’re both speaking different languages, and neither of you realizes it.

A Conversation That’s Not Really a Conversation

Here’s a common example:
You say, “I want to outrank [insert-evil-competitor-guy-here]. We need to beat him!”
That sounds clear enough, right?

But what you really mean is, “I want to compete effectively online, without spending a fortune.”
Meanwhile, the marketing person hears your question and thinks you’re asking how to dominate every corner of the internet, 24/7, which, spoiler alert, would take an unlimited budget. So they say, “You’ll need to spend a ton of money.”

Now you think they’re either clueless, lying, or just trying to get a fat payout from you. They think you asked a billion-dollar question. Nobody’s wrong, but nobody’s on the same page either.

Another one we hear all the time:
“I want to rank #1.”
Do you mean #1 in the local map pack? #1 in the regular organic listings? In paid ads? On mobile? Desktop? On Google? In ChatGPT? All of the above? Because to us, those are all very different things, and they require very different strategies. But to you, it just means, “I want people to find me first.”

It’s not your fault. Industry terms like “map pack,” “knowledge graph,” or “blended search results” don’t mean much to most people, and why would they? So folks make up their own terms that make sense in their heads. The problem is, sometimes those made-up terms already mean something else to the person you’re talking to.

The “Checkmark” Confusion

Here’s another one that gets people riled up:
“How do I get that little green checkmark next to my name on Google?”

Simple answer: that’s part of Google’s Local Services Ads program, which means you have to buy into their lead system. But when we tell a client that, they might think we’re just trying to sell them something extra. All they wanted was the checkmark. What they didn’t know is that the checkmark comes with the program, not separate from it.

Nobody’s lying. But again, it feels like we’re having two different conversations.

A Quick Story (and a Good Laugh)

One time, we had a client, let’s call him Bob, who kept saying his service needed to be “above the fold.” That’s a classic design term that means the content should be visible on the screen before someone starts scrolling. But Bob thought it just meant something should be prominent so people know it’s important. After we kept telling him that it simply wasn’t possible to have EVERYTHING above the fold, he replied with “I get that, of course, so just move it further down the page.” (In other words, below the fold.)

Cue confused faces.

Turns out, he totally misunderstood what “above the fold” meant. He’d just heard it somewhere, thought it simply meant “prominent,” and started using it. And hey, we get it! But it’s a perfect example of how quickly the wires can get crossed.

So What’s the Takeaway?

Even though it might feel a little strange to stick up for our competitors, here’s what we’re really asking:

Be as specific as possible when you make a marketing request. Try to leave the jargon out unless you’re absolutely sure you’re using it correctly. Instead, just describe what you want in plain language.

Why? Because when you use an industry term, especially one that sounds polished or technical, the person on the other end of the phone might think, “Ah, this person knows exactly what they’re asking for.” And they’ll take your question at face value, with no need for translation.

But if what you meant is different from what that term actually means, the conversation heads in the wrong direction before it even starts.

The clearer you are, the better we can help, and that goes for us, and yes, even for the good folks on our competitor’s teams.

Just mention the code and save big, as our way of thanking you!