Let’s cut through the fluff. If you run a local service business—HVAC, plumbing, roofing, landscaping—and you want to dominate your market, it’s not enough to just exist online. You need to show up where it matters: in the Google Map Pack, at the top of search results, and in the minds of homeowners the second they hit “plumber near me.”
We spent time analyzing the websites and Google Business Profiles of some of the highest-ranking home service companies across Denver, Fort Collins, and Longmont—three of Colorado’s most competitive local markets. The goal? Identify what they’re doing right and reverse engineer how others can rise to the top without throwing money down the drain.
And no—we don’t work with these businesses. This is a behind-the-scenes look at what works, what Google rewards, and what you should be thinking about for your own business or your client’s.
Let’s get into it.
1. They Don’t Just Serve a City—They Build Pages for Every One They Touch
Top-ranking businesses don’t settle for a generic “Service Area” blurb buried at the bottom of the site. They’re stacking the deck with dedicated landing pages for each city and town they service—whether that’s Loveland, Dacono, or Timnath.
Instead of guessing where leads come from, they’re building highly localized pages that rank for “[City] + [Service]” search terms. Even better? They make those pages usable, not filler. Clear service lists, unique copy, local testimonials, and maps.
Why it works: Google loves content that directly answers a local query. If someone searches “furnace repair Longmont,” a page that literally says “We offer furnace repair in Longmont” has a head start. These businesses aren’t just casting a wide net—they’re tailoring the bait for every pond.
2. Their Websites Speak the Local Language (Literally)
Local SEO isn’t just about stuffing “Denver” into your title tag. The best sites naturally weave city names, regional pain points, and seasonal context into their copy. Some even drop phrases like “near me” into FAQ copy—because let’s face it, that’s how people search.
Example: One HVAC site calls out “Preparing your heating system for Fort Collins winters” in a blog post. Another name-drops a list of metro Denver suburbs directly on the homepage.
Why it works: It feels natural to users, and it tells Google exactly what neighborhood or city you’re relevant in—without keyword stuffing. It also gives you a leg up on voice search and mobile queries, which are often hyper-specific.
3. They Treat Their Google Business Profile Like a Second Homepage
The businesses dominating local search don’t just claim their GBP and move on. They fill out every inch of it—categories, hours, services, photos, business descriptions. They post updates. They respond to reviews. They even answer Q&As from potential customers.
And here’s the kicker: they keep their name, address, and phone number (NAP) 100% consistent between their GBP, their website, and every citation site out there. Yelp, Angi, BBB—it all matches.
Why it works: Google doesn’t trust what you say unless it matches what everyone else says about you. NAP consistency, plus a complete GBP, gives Google the confidence to rank you in the map pack. Sloppy or incomplete profiles? See you on page 3.
4. They Leverage Reviews Like They’re Currency (Because They Are)
We’re talking hundreds or thousands of reviews—and not just from 5 years ago. These businesses build in review generation as part of their process. Then they showcase those reviews on-site with rotating testimonials, links to Google, and social proof badges.
A Fort Collins company literally puts “Rated 4.7 out of 5,000+ Google Reviews” in their header. Another HVAC contractor in Denver features a review slider and a trust badge from the BBB. Nothing is left to chance.
Why it works: Reviews impact your ranking and your conversion rate. They’re the modern version of word-of-mouth, and Google considers review count and sentiment as ranking signals.
5. They Don’t Ignore the “Boring” Stuff Like Schema or Site Speed
You can’t see it with the naked eye, but under the hood, these sites are tight.
They use LocalBusiness schema to tell Google who they are, where they operate, and what they do. They embed Google Maps with clickable directions. They make their sites fast and mobile-friendly—with tap-to-call buttons and short load times.
Why it works: These details help search engines parse your content and confirm your local presence. Schema gives structure to your data. Site speed keeps mobile users from bouncing. Maps and geo-coordinates give you legitimacy.
Real Colorado Companies Doing It Right
We’re not here to play favorites—but here are a few standout performers from our research:
In Denver:
- Applewood Plumbing Heating & Electric: 14,000+ reviews. Local landing pages. Clean site. GBP dialed in.
- Swan Plumbing Heating & Air: 3,000+ reviews. Strong service area pages. Consistent branding.
- Bell Plumbing & Heating: Old school credibility. Schema. SEO-friendly content. BBB-backed trust.
In Fort Collins:
- Lion Home Service: 5,000+ reviews. Hyperlocal blog content. Strong citation presence.
- Fort Collins Heating & Air: Location pages for satellite towns. Simple, well-organized site. Great GBP optimization.
In Longmont:
- M and M Heating & Cooling: Location-rich service area mentions. Schema. Easy-to-use site.
- Blue Valley Heating & Cooling: Laser-focused on Longmont. 5-star Google rating. Local blog content.
No, we don’t work with them. We just respect the craft.
Final Take: What This Means for Your Business
Local SEO isn’t just a checkbox. It’s a strategy. And the businesses that win in Denver, Fort Collins, and Longmont are the ones that treat every element—location pages, GBP, reviews, schema, content—as a piece of that strategy.
If you’re a home service company in Colorado (or anywhere else, really), take notes. And if you’re an agency helping clients in this space, learn from what’s working—then build your own flavor of it.
And just to be clear: RallyPoint Marketing doesn’t serve any of the businesses mentioned above. We’re not affiliated with them. We’re simply shining a light on what best-in-class local SEO execution looks like so others can raise their game.
