Local Business Marketing Playbook: Operations, Follow-Up, and Maintenance for Sustained Growth

Why operations and follow-up are part of marketing

Marketing creates demand (calls, form fills, direction requests). Operations converts that demand into revenue (booked appointments, completed jobs, repeat customers). If your response is slow, inconsistent, or hard to schedule, you will “leak” leads even when rankings and ads look strong. This chapter gives you standards, scripts, and maintenance routines so your marketing outputs reliably become bookings and cash flow.

1) Lead response standards

Set target response times (and what “fast” means)

Use two service levels: business hours and after hours. Speed matters most in the first 5–15 minutes because many prospects contact 2–3 businesses.

• Phone calls: answer live whenever possible; if missed, return within 5 minutes (business hours) and within 60 minutes (after hours, if feasible) or first thing next morning.
• Web forms / chat / email: respond within 15 minutes (business hours) and within 12 hours (after hours).
• Messages from listings: respond within 15 minutes (business hours). Treat them like calls.

Operational rule: if you can’t meet these times consistently, change staffing, routing, or tools before increasing marketing spend.

Build a simple lead routing map

Define who owns the lead at each step so nothing sits in limbo.

Call handling script (short, conversion-focused)

Your goal is to (1) confirm fit, (2) capture contact details, (3) book the next step. Keep it natural; use a checklist so quality stays consistent.

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Core script framework:

• Greet + identify: “Thanks for calling [Business], this is [Name]. How can I help?”
• Clarify the need: “Got it. Is this for [service type] at [location/zip]?”
• Qualify lightly: “When do you need this done?” and “Any constraints we should know (access, pets, parking, urgency)?”
• Capture details: “What’s the best name and mobile number in case we get disconnected?”
• Offer two booking options: “We can do [time option A] or [time option B]. Which works better?”
• Set expectations: “You’ll get a confirmation text now and a reminder before the appointment. If anything changes, reply to the text.”

Price question handling (without long debates):

• “Prices depend on [key variable]. Most jobs range from [range]. The fastest way to give an exact price is [inspection/quote step]. Would you prefer [slot A] or [slot B]?”

Voicemail setup that converts missed calls

Most missed calls are not lost if your voicemail is specific and gives a next action.

Voicemail template:

Hi, you’ve reached [Business]. We’re helping other customers right now. Please leave your name, number, and the service you need, and we’ll call you back within [X] minutes during business hours. If this is urgent, you can also text this number with your name + address, and we’ll respond as soon as possible.

Checklist:

• State your business name clearly.
• Give a realistic callback promise (and meet it).
• Offer a second channel (text) for faster capture.
• Record in a quiet space; re-record every 6–12 months.

Missed-call recovery system (step-by-step)

Use a 3-touch sequence within 24 hours. The goal is to re-open the conversation and book.

1. Within 5 minutes: call back once.
2. If no answer: send a text: “Hi [Name if known], this is [Name] at [Business]. I saw you called—how can we help? Reply with your address and what you need.”
3. After 2 hours: call again.
4. End of day: send a final text: “We can usually fit in [soonest availability]. Want me to reserve a time?”

Tracking requirement: tag every missed call outcome in your CRM as Booked, Not reached, Not a fit, or Price-only. This is how you measure “marketing ROI” accurately.

2) Booking pipeline (confirmation → reminders → no-show reduction → review request)

Design the pipeline as messages, not memory

A booking pipeline is a set of automated and manual messages that move a lead from “interested” to “arrived” to “advocate.” Build it once, then run it every day.

Confirmation message templates

Send immediately after booking. Include what, when, where, and how to change.

SMS confirmation:

Confirmed: [Service] on [Day, Date] at [Time]. Address: [Address]. Reply C to confirm or R to reschedule. Questions? Call/text this number.

Email confirmation (adds detail):

• Appointment details + map link
• Prep instructions (e.g., “clear driveway,” “have photos ready,” “bring policy number”)
• Who will arrive (name/role) and what to expect
• Reschedule policy

Reminder schedule that reduces no-shows

Use reminders that match your buying cycle and service type.

• 48 hours before: reminder + prep instructions.
• 24 hours before: “Reply C to confirm.”
• 2–3 hours before (or morning-of): arrival window + “On the way” expectation.

Example 24-hour SMS:

Reminder: you’re scheduled for [Service] tomorrow at [Time]. Reply C to confirm or R to reschedule.

No-show reduction tactics (practical)

• Two-choice scheduling: offer two specific times instead of “when works?”
• Confirmation required: if no confirmation by a cutoff (e.g., 6pm prior day), call once and offer to reschedule.
• Deposits for high-no-show categories: small, refundable deposits can dramatically improve show rate (ensure it’s appropriate for your market and clearly communicated).
• Arrival window + “on my way”: reduces anxiety and last-minute cancellations.
• Reschedule path: make rescheduling easy (reply “R”) so they don’t ghost.

Post-visit review request timing (operational integration)

You already have a review system; the operational piece is timing and trigger. The best trigger is “job complete” or “customer expressed satisfaction,” not “invoice sent.”

Two-step approach:

1. Internal satisfaction check (same day): “Thanks again—did everything turn out the way you expected?”
2. Review request (after positive response or 1–2 hours after completion): short link + simple ask.

Example SMS after completion:

Thanks for choosing [Business]. If everything looks good, would you share a quick review? It helps local customers find us: [link]

Important: if the customer signals an issue, route to recovery (call from manager/owner) before requesting anything.

3) Monthly maintenance checklist (keep visibility and conversion healthy)

Marketing assets decay: hours change, photos get outdated, competitors add categories, and small inconsistencies accumulate. Use a monthly checklist so performance stays stable without “heroic” efforts.

Monthly checklist (copy/paste)

• Google Business Profile updates: verify hours (including holidays), services, attributes, and primary contact info; confirm appointment URL still works.
• Citation spot checks: check top directories for accuracy (name, address, phone, website); fix any drift or duplicates you find.
• Photo uploads: add 8–20 new photos/month (jobs, team, storefront, equipment). Prioritize recent work and seasonal services.
• Post cadence: schedule 4–8 posts/month (offers, FAQs, before/after, seasonal tips). Use a consistent day/time.
• Website content refresh: update 1–2 key pages/month (pricing ranges, FAQs, service area notes, new photos, internal links). Add one new proof element (case snippet, testimonial, project photo).
• Conversion checks: test contact forms, click-to-call buttons, booking calendar, and thank-you pages; verify tracking numbers and notifications.
• Inbox hygiene: audit missed calls, unresponded messages, and stale leads; close the loop with a final outreach.

How to run the checklist in 60 minutes

1. 15 min: verify business info and hours; test calls/forms.
2. 15 min: upload photos and schedule posts for the next 2–4 weeks.
3. 15 min: spot-check citations (pick 5–10 that drive traffic) and log issues.
4. 15 min: refresh one website section (FAQ, service page snippet, new images) and publish.

Tip: keep a simple maintenance log (date, what changed, who did it). When performance shifts, you’ll know what changed.

4) Troubleshooting common issues

Sudden ranking drops (triage checklist)

Ranking drops are often caused by changes, not “mystery penalties.” Triage in this order:

1. Confirm it’s real: check multiple devices/locations; compare branded vs non-branded searches; look at calls/requests, not just position.
2. Check recent changes: hours, categories, service area, website URL, phone number, tracking numbers, redirects, or major site edits.
3. Check listing status: ensure the profile is not suspended and no critical edits are “pending review.”
4. Check competitors: did a competitor add new locations, increase reviews rapidly, or start heavy ad spend?
5. Check website uptime and speed: if your site is down or slow, conversions and sometimes visibility will suffer.

Action: revert risky changes first (especially phone/URL/category), then document and monitor for 7–14 days before making additional edits.

Duplicate listings (how to handle without causing more problems)

Duplicates split reviews, confuse customers, and can weaken visibility.

1. Identify duplicates: search your business name + address/phone; look for old addresses, practitioner listings, or misspellings.
2. Decide the “primary” listing: the one with correct NAP, strongest history, and most reviews (usually).
3. Request merge/remove: use the platform’s “suggest an edit” or support flow to remove/mark as duplicate; avoid creating new listings to “fix” it.
4. Align citations: update major directories to match the primary listing so the ecosystem reinforces one entity.

Operational safeguard: when staff changes, remove former employees’ access rather than creating new profiles that can accidentally spawn duplicates.

Review spam or fake reviews (response and escalation)

Spam reviews can hurt conversion even if rankings hold. Handle with a calm, documented process.

1. Document: screenshot the review, reviewer profile, date, and why it’s suspicious (no record of customer, wrong service area, repeated wording).
2. Respond publicly (briefly): state you can’t find a matching customer and invite them to contact you with details. Do not accuse or argue.
3. Report through the proper channel: submit for removal using the platform’s review dispute tools; include your documentation.
4. Strengthen your baseline: increase legitimate review velocity so one bad review has less impact.

Public response template:

We take feedback seriously, but we can’t locate a record matching this experience. Please contact us at [phone/email] with your name and service date so we can investigate and make it right.

Incorrect map pins (fixing customer misroutes)

Wrong pins cause missed appointments and “no-shows” that are actually navigation failures.

1. Verify the pin: open the map listing and test directions from multiple starting points.
2. Update the marker: use the “edit location” flow to move the pin to the correct entrance/parking area.
3. Add directional help: include a short “How to find us” note in confirmation messages (e.g., “Use the entrance on 3rd St, not Main St”).
4. Re-check after approval: map edits can take time; confirm it actually changed.

Operational add-on: train staff to ask “Did maps take you to the right spot?” for a week after changes.

5) A 90-day action plan (foundation → content → authority → paid testing)

This plan sequences work so you don’t scale marketing before your lead handling and booking pipeline can convert it. Each phase has deliverables and success criteria.

Days 1–30: Foundation (capture and conversion)

Deliverables

• Documented response SLAs (phone, forms, messages) and a routing map with backups.
• Call script + price-handling script + voicemail recording updated.
• Missed-call recovery sequence implemented (call-back + text touches).
• Booking pipeline messages live: confirmation + reminders + reschedule path.
• Tracking basics: every lead tagged with outcome (Booked/Not reached/Not fit/etc.).

Success criteria

• Speed: 80%+ of leads responded to within SLA during business hours.
• Contact rate: missed-call recovery reaches 30–50% of missed callers (varies by industry).
• Booking rate: measurable baseline established (e.g., booked appointments ÷ total leads).
• No-show rate: reduced vs prior month or tracked reliably if new.

Days 31–60: Content (reduce friction, increase intent)

Deliverables

• Monthly maintenance checklist scheduled (owner or assigned staff).
• 4–8 posts scheduled for the next month; 8–20 new photos uploaded.
• Website refresh: update 2–4 high-intent pages with clearer CTAs, FAQs, and proof elements (photos, short case snippets).
• Operational FAQ library for staff: 10–20 common questions with approved answers (pricing ranges, service area, timing, warranty, prep).

Success criteria

• Conversion lift: increase in calls/forms per 100 visits (or per listing views) compared to baseline.
• Fewer repetitive calls: staff reports fewer “basic info” calls due to clearer pages/messages.
• Higher confirmation rate: more customers replying “C” to reminders.

Days 61–75: Authority (stability and trust signals)

Deliverables

• Citation spot-checks completed; top inaccuracies fixed; duplicates logged and submitted for resolution.
• Ongoing photo and post cadence maintained.
• Reputation operations: post-visit trigger ensures review requests go out consistently after successful jobs (operational trigger, not manual memory).

Success criteria

• Consistency: fewer customer complaints about wrong info (hours, address, phone).
• Review velocity: steady weekly/monthly inflow aligned with job volume.
• Ranking stability: fewer “sudden drop” incidents caused by untracked edits.

Days 76–90: Paid testing (controlled experiments, not chaos)

Paid testing is last in the sequence because it amplifies whatever system you already have. If your response and booking pipeline are tight, paid traffic becomes predictable.

Deliverables

• Define 1–2 paid offers and the exact conversion goal (call, form, booking).
• Create a lead intake rule: every paid lead gets a priority tag and same-day follow-up requirement.
• Run one controlled test at a time (single offer, single landing destination, clear schedule).
• Weekly review: cost per lead, booked rate, show rate, and revenue per booked job.

Success criteria

• Unit economics: you can state “average revenue per booked job” and “allowable cost per booked job.”
• Operational capacity: response SLAs remain met even with increased volume.
• Scale decision: clear rule to increase budget (e.g., if cost per booked job stays below target for 2 consecutive weeks).

Implementation note: if any phase misses success criteria, pause and fix before moving forward. Sustained growth comes from removing bottlenecks, not adding more traffic.