A conversation with Wyatt Bonicelli of Evolve Agency about Google Business Profile optimization, location page strategy, creative link building, and why answering your phone might be the most important marketing tactic you’re ignoring.
I recently sat down with Wyatt Bonicelli, founder of Evolve Agency in Edmond, Oklahoma, to talk about what’s actually moving the needle for home service businesses in local search. Wyatt brings a unique perspective — he’s an engineer turned marketer who’s carved out a niche helping window cleaners, roofers, and contractors transition from pure word-of-mouth to generating leads through organic search.
Google Business Profile: The Physical Address Problem
Service-area businesses without a verified physical address are structurally disadvantaged in the Local Pack. Wyatt’s advice: play the long game — get a service-area GBP running for review accumulation, embed it on the website, and plan for a physical address when growth allows. Even without optimal map placement, a profile with strong reviews builds the trust that converts visitors from other channels.
Location Pages: Start Slow, Prioritize High-Value Neighborhoods
No manual actions from location pages in Wyatt’s experience — but start with one page per state or city and watch Search Console for impressions before adding more. Prioritize high-income neighborhoods first (in Oklahoma: Nichols Hills before greater OKC). Internal linking is critical: any page without an internal link pointing to it probably won’t get indexed. Two clicks from the homepage is the target depth.
Creative Link Building: Sponsorships, Cleanups, and Press Releases
Use ChatGPT to generate advanced Google queries finding local sponsorship opportunities. Sponsor local events for homepage or event-page links. Community cleanup events generate event directory links, Eventbrite listings, Google event SERP placement, and Reddit-safe brand mentions. Double down with a press release: “Top Green Companies Cleaning Up X Community” — a third-party citation listing your client at the top.
The Lead Follow-Up Problem
90% of home service leads are never called back. Harvard study: 400% more likely to convert if you call within five minutes. If a business won’t answer the phone or follow up persistently, they’re paying for leads that go right down the toilet. Build automations so missed calls trigger immediate texts to whoever can respond. Answer the damn phone.
Listen to the full interview on the Unscripted SEO Podcast →