The most comprehensive Restoration Marketing Guide for more Restoration Leads on the internet

I created this FREE restoration marketing guide to accomplish three things for you; (1) Help you start restoration marketing yourself, (2) keep your current restoration marketing agency held accountable and honest, or (3) build trust to the point where you would consider joining us for a free consult in hopes we might become your newest, first, and/or last agency for regional growth.

Step 1: The Restoration Marketing Audit & Gameplan

How much restoration, remediation, and removal revenue is in your market?

By doing SEO keyword research, you can discover the total search volume for fire restoration, water restoration, mold removal, and other key services in your area. The keyword difficulty will show you how tough it is to rank in the top 3 and actually start getting calls. You can then multiply the average sale price by the number of searches to estimate the potential monthly revenue for each service based on that keyword.

Restoration Keywords

Now, take the 69 keywords, remove the ones that don’t apply to the services you provide, gather the data, and sort them. For the restoration SEO keywords you can realistically rank for in 3-6 months, label them as "short-term" and target those right away. For the keywords that will take more effort and time to rank, label them as "long-term" and plan to work on them over time. This way, you can prioritize your SEO strategy for both quick wins and future growth.

Find the most successful Restoration companies in your area

Looking at Google Map Rankings:

Next, go to Google and search each of the keywords you’ve identified. Pay attention to the competitors that show up in the top 3 spots on Google Maps. Why does this matter? The top 3 businesses in Google's Map Pack get 126% more traffic (clicks and calls) compared to those ranked 4-10. This is because the top 3 spots display all the key information a local customer needs, like reviews, average ratings, location, a brief overview, and contact details—all at a glance.

Google Business Profile Audit

When reviewing your competitors' Google Business Profiles, it's important to click on each specific profile to see what they're telling Google and potential local restoration customers. Pay close attention to how they present their services, customer reviews, and key details that may give them an edge in attracting leads.

Now you're going to record what these businesses are telling Google and local customers and do exactly what they are doing but tweak a little bit of the content to fit your company's branding. So record:

• primary category
• secondary categories
• all services they list
• all products they list
• write down their business descriptions

To get into the top 3 on Google Maps based on the 3 restoration companies at the top you're going to need to at least 75 reviews and a solid 4.8 or higher ranking with 2 or more reviews a month. By following this formula you can not only get to the top 3 but consistently stay there. Just know that if you have an area where a competitor like Chicago Water and Fire above.... if they continue to get more reviews, it will take years to beat them.

What category and services should I list in my Restoration Google Business Profile?

It’s not rocket science, but it does take some effort. Start by gathering and compiling the services offered by your top competitors that are listed online. Organize this information into a spreadsheet, remove any duplicates, and make sure your Google Business Profile for your restoration services reflects these offerings, including the right primary and secondary categories. There's no need to reinvent the wheel—just model what the market leaders are doing and then improve upon it to drive more consistent reviews and grow your business.

Competitor Reviews will tell you what to write online

Now go into the Reviews section and find out the problems or complaints of these other restoration companies. Find out what people like about them and take notes on everything. Getting reviews are hard enough, so if someone took the time to leave a review, it's important. You want to use your "guarantees" and "mission statements" to mirror the positives, and push your marketing "headers" as the things you do that they got bad reviews in.

I told you this roofing marketing plan was awesome, but it is time consuming.

If you want us to do it for you, just complete our form!

Step 2:  Restoration Website

Before updating your Google Business Profile, it’s crucial to first optimize or build your restoration website. Why? Because your rankings on Google Maps, as well as any paid traffic from Google, Yelp, or Facebook, will be ineffective without a well-optimized website. Potential customers aren’t just checking your Google Profile and reviews—they’re also visiting your website to see if you’re a reputable company or if you just opened shop recently

Home Page Structure of a Restoration Website

The homepage of a restoration website should be clean and load quickly. A standout top image (hero image) should feature your team or highlight a specific restoration project you’ve successfully completed. Directly beneath this, showcase Google reviews to give visitors immediate proof of your expertise, and include an easy-to-spot button for 'Leave a Google Review' to encourage more feedback. Follow this with a brief introduction or even better, a short video about your company’s history, with a 'Learn More' button linking to your About page. Then, clearly list your core residential restoration services in one section, followed by a section for your commercial services, each with 1-3 lines and clickable buttons directing users to detailed service pages. Finally, include a section with three blogs linking to their respective posts, and wrap up with a contact form and an embedded map showing your location.

Restoration Website Service Pages

Every restoration service you offer should have its own dedicated page—whether it’s water damage restoration, fire damage restoration, mold remediation, or storm damage repair. Each page should be optimized to rank in your primary service area. Use unique photos whenever possible to showcase your work. If you need to start with stock photos, make sure to replace them with custom images after completing projects.

Restoration Gallery Pages

Arguably the second most important page on your restoration website is the 'Our Work' or 'Gallery' page. This is where you should showcase not only the completed projects but also photos of your team in action—showing the process from start to finish. Include 'before' and 'after' photos to highlight the transformation your services provide. For each image, write a detailed description and ensure you add SEO-friendly alt-tags that reflect the type of restoration service and the location. This not only builds trust with potential clients but also helps boost your local SEO by making the images searchable for specific services in your area.

City Landing page

Don’t fall for agencies that charge you per page and then create a separate city page for each service. What you really need is a single city landing page that lists all your restoration services with brief descriptions and links to the service pages you've already built. This page acts like a secondary 'home page' for that location.



For example, if you serve 30 cities, you should have 30 city landing pages. Some agencies may push you to build multiple service pages for each city, which could add up to 120 unnecessary pages! Google recognizes this as spam. Often, they’ll create a page targeting 'Portland water damage restoration' when only a handful of people search for that term monthly. It’s much more effective to build outstanding service pages and use a well-optimized city landing page to rank for the most important keyword.

Privacy, Terms, and 404 Pages

Every website must have Policy, Privacy, Terms, and a 404 page. Without it, Google thinks you're avoiding compliance and don't have a reputable company. Your designer or agency should be able to build these 3-4 pages in a single hour.

Restoration Blogs

Every restoration website should have at least three blog posts. A minimum of three blogs is essential if you plan to run Facebook ads—just a heads-up. Each blog should focus on the area you serve. Start by writing on topics like these:

• 5 Signs Your Boise Home Needs Water Damage Restoration
• The Best Materials for Mold Remediation in Boise's Climate
• How Boise’s Weather Contributes to Water Damage – And How to Prevent It
• Why Regular Mold Inspections Are Critical for Boise Homeowners
• The Ultimate Guide to Choosing a Restoration Company in Boise

These blogs not only establish your expertise but also help improve your local SEO and engage potential clients by addressing issues they care about.

Hosting, Security, Compliance, and Maintenance

without the 's') means it’s not. A 'not secure' warning indicates your site doesn’t have a valid SSL Certificate, which protects your visitors’ data and ensures trust. Our agency will handle everything—from building, writing, and designing your site to managing hosting and security. We’ll also add an ADA/WCAG compliance widget to ensure your site is accessible to individuals with disabilities. Why is this important? Everyone deserves equal access, and failure to comply could lead to legal issues. Plus, ADA/WCAG compliance might qualify for a tax write-off!

On-Page SEO Optimization for your Restoration Website

Every photo or video on your restoration website should be compressed to speed up page load times. Large files slow down your site, and visitors quickly lose interest if it takes too long to load. With the average attention span being just 8 seconds, and most websites taking 3-5 seconds to load, it’s essential to make your site as fast as possible. A faster-loading website keeps visitors engaged, improving conversion rates for your restoration services. Additionally, quicker load times lower bounce rates and boost your Google rankings, driving more traffic and restoration leads.

I told you restoration marketing takes time and effort... if you need a restoration website or marketing help, contact us today.

Step 3: Optimize Profiles

Once your website is live and running, it's time to start optimizing every possible online profile you have and creating more.

Google Business Profile

Your restoration profile is modelled after the top ranking profiles as stated before. This process takes a day to complete and usually 1-5 business days for Google to apply your new settings, services, locations and other items.

Using Local SEO Software

We use SemRush we make sure that we correct all broken or incorrect profiles and create new profiles in a single day. They go live within 24 hours but the effects take about a week or two for all platforms and profiles to start talking to one another and helping your rankings and leads.

For example, if you were Elements of Restoration in Austin, TX, we would need to create 28 new profiles online, and fix 14 existing profiles. Then we would do a deeper dive to find additional listings outside this list each month to see if we could help you grow faster. This process grows your online visibility by 200-300% in 30-90 days.

Step 4: Social Media and Content Gameplan

Each Platform needs content but has different audiences

Here’s a step-by-step guide for social media content, but keep in mind this is part of our monthly restoration marketing service. Social media, Google, your website, and Google Maps are all connected, and it’s essential to engage in every type of marketing to expand your service area faster than your competitors.



Each time you complete a restoration project, take pictures and send them to us. We’ll optimize the images and post them across all social media platforms in one streamlined process, tailoring the content to match the specific audience of each platform.

Restoration Google Updates

You’ve already gathered competitor insights as a baseline—now it’s time to take action. Start capturing before, during, and after photos of your roofing projects and send them to our digital marketing agency for Google Updates. We’ll create a showcase of each project, detailing what was done, where it was, and applying SEO hashtags (the keywords we identified earlier) along with click-to-call and website links.

Why It Matters: Google, like any platform, values fresh, relevant content. Avoid spamming; focus on providing real, useful updates that resonate with your local audience and service area.

Restoration Google Offers

Once a quarter, offer a small discount on a key service or package, such as water damage restoration, mold remediation, or annual property inspections. Try a 10% discount for 30 days. Google favors promotions like discounts and sales, which can help increase your visibility and get your restoration services in front of more potential customers.

Warning: Avoid promoting referral discounts in these offers, as this can trigger spam warnings or violate Google’s policies.

Facebook for Restoration

Start sharing success stories from your restoration projects. Include the city, upload project photos, and use relevant hashtags. Facebook frowns on spam or misleading claims, so keep your posts focused on real results without exaggerated promises or questionable pricing—save those tactics for paid ads.

Why It Matters: Transparency builds trust, which leads to repeat business. Satisfied customers who feel they received honest, reliable service are more likely to refer your restoration services to others.

Restoration LinkedIn Posting

Use LinkedIn to focus on B2B networking—think commercial restoration projects, partnerships, and referrals. Sharing your success stories on this platform will help you get noticed, but don’t expect an immediate flood of leads. Instead, the leads you attract will be higher-value, leading to bigger projects and increased revenue for your restoration company.

Step 5: paid advertising

Only after your website is SEO-optimized and all your online restoration profiles are fully updated should you consider running paid ads. Once potential customers click through to your optimized restoration website, your Google Ads or Yelp Ads will convert more effectively, ensuring you don’t waste your paid advertising budget.

FREE Paid Ads for 3 Months

At Talents Into Profits, we cover the first 3 months of paid advertising to ensure success before you take on the budget. This allows us to track clicks and make sure your restoration leads are steadily increasing each month. While organic leads from local SEO take time to build up to 50+ per month, launching paid ads immediately after your profiles and website are fully optimized ensures a 30-45 day ROI. The ad spend depends on your marketing package, but with just $200 to $500 per month, we typically generate a 20-50x ROI on paid advertising for restoration services.

Google Ads for Restoration Companies?

When running Google Ads—whether Smart or CPC ads—focus on precise keywords. Select the top 10 keywords with high search volume and low competition to keep your cost per click (CPC) between $1 - $5. For the best results, run your campaign for a specific service like water damage restoration rather than multiple services at once. This ensures all your ad spend targets a focused service, reducing your CPC and allowing your budget to last over 30-90 days. With a monthly spend of $200 - $500, you’ll maximize ad efficiency and reach more local clients for water damage restoration.

Yelp Advertising for Restoration Companies?

We are a Yelp Gold Partner, and while Yelp ads can work for some restoration companies, they can be hit or miss. Yelp tends to attract more price-conscious shoppers and bid requests compared to other platforms. You’ll receive a high volume of inquiries, but the pricing focus may not always align with premium restoration services. Here’s how to optimize your Yelp ads for restoration:

• Set a minimum budget of $500, but aim for $1,500 per month to access full features.
• Upload multiple photos, use SEO-friendly alt-tags, and write detailed service descriptions.
• Create a custom design image for each of Yelp’s four portfolios:
• Water Damage Restoration
• Mold Remediation
• Fire Damage Restoration
• Storm Damage Repair These align with high-volume search keywords.
• Focus on highlighting expertise and guarantees rather than price to attract quality leads, not bargain hunters.
• Pay extra to remove competitor ads from your profile and ads.
• Use a strong call-to-action like 'Get a FREE Phone Estimate' to encourage calls, as messaging often leads to price comparisons.
• Target specific cities where you want to work. Don’t spread your budget too thin—dominate one market at a time instead of spreading across multiple cities based on Yelp’s 'audience meter.'

This strategy helps you maximize your return on investment and connect with the right clients for your restoration business.

Facebook Advertising for Restoration?

There’s a national giant restoration company in nearly every region, like Servpro, that dominates the paid ad space on Facebook and other platforms. These companies often keep the local restoration company’s name after acquisition, making it hard to compete directly. That’s why I only recommend running Facebook paid ads if they aren’t active in your area, you already have a strong following on Facebook with plenty of positive reviews, and you bring a charismatic presence.

The strategy here is to focus on restoration video-based paid ads that are entertaining and engaging. The goal is to make people connect with you personally, not just the services you offer. However, keep in mind that Facebook’s ad platform isn’t as easy to manipulate or optimize as Google or Yelp. Overall, Facebook Ads rank #3 on our list for restoration advertising platforms.

NextDoor Advertising?

We’ve never seen a truly successful NextDoor paid advertising campaign for restoration services. The platform is still relatively young, and its advertising dashboard is difficult to navigate and lacks the robust targeting options found on platforms like Google and Facebook. This makes it hard to generate consistent, high-quality leads. Additionally, NextDoor tends to have lower engagement rates for paid ads, especially for industries like restoration, where the urgency and specific needs of potential clients often go beyond casual neighborhood chatter.



That said, maintaining an active profile on NextDoor can still be valuable. It offers a way for local homeowners to easily find and link to your page, increasing your visibility within the community. While paid ads may not deliver strong results, having a presence on the platform helps establish trust and keeps you connected with potential clients in your neighborhood.

Step 6: Reviews drive new customers

Without Google reviews, you simply can’t rank at the top of Google Maps—there’s no way around it. No amount of SEO work or paid ads can replace the power of positive reviews when it comes to local search rankings. Yelp reviews are a bit different but still crucial; without them, you won’t receive many calls or messages. However, be careful—asking for Yelp reviews directly can get you banned or de-platformed.

In this guide, we’ll dive into strategies for both Google and Yelp reviews and why they’re essential to growing your restoration business. Plus, we’ll explain the importance of Facebook reviews and how they can further build your online credibility and attract local clients.

Google Reviews

Use Your Website for more 5-Star Roofing Reviews

Your restoration website should be live and fully optimized as we discussed earlier. Encourage customers to visit your site and click the 'Leave a Review' button. This not only helps you gather valuable feedback but also boosts your SEO by driving branded traffic—when someone types your URL directly into their browser and visits your site. It’s a simple yet powerful way to improve both your rankings and reputation simultaneously. Two birds, one stone.

Use QR Business Cards for Quick 5-star Google Reviews

Every one of our restoration clients receives business cards with a QR code on the back, allowing customers to quickly scan and be redirected to your Google 5-star review page. This process is simple and incredibly effective—each positive review holds an estimated marketing value of $10,000. Why? A single great review can generate 5 or more restoration inquiries, and if you close 20% of those leads, that’s at least one project. With the average restoration job ranging from $10,000 to $20,000, one review can significantly boost your business’s revenue.

Respond to Reviews within 24 hours

Your Google Business Profile and map rankings improve with every review, but there's an extra boost when you respond to each review within 24 hours. If you miss that window, the boost resets, and it could take another 20-30 reviews to regain that momentum. That’s why it’s crucial to reply to every review promptly, whether it's for mold remediation, water damage restoration, or fire damage repair. This is a key part of the monthly marketing service we provide to restoration companies, ensuring your rankings stay high and your business remains visible to potential clients in need of these critical services.

Never Respond Negatively to Negative Reviews

Jane Doe Wrote: XYZ Restoration did a good job, but they were a bit pricey. 4 out of 5 stars.

Never rush to respond immediately to a less-than-perfect review. Instead, reach out to the client and offer a FREE 3-month follow-up inspection—whether it’s for water damage restoration, mold remediation, or fire damage repair. During the visit, you can discuss their experience and kindly ask if they’d consider updating their review from a 4 to a 5. After your phone call, post this response:

Company Response:  Hi Jane, we were honored to assist you with your restoration project, and we truly appreciate you taking the time to leave us a review. We’re also glad we could follow up with you, and we’re excited for the FREE 3-month inspection. Please don’t hesitate to let us know if there’s anything we can assist you with before then!

At the 3-month follow-up, gently remind her about the review and ask if she would consider adjusting it from a 4 to a 5.

Yelp Reviews

Never ask for yelp reviews. They need to be organic. If you service the person well, they will come in time. 

If Yelp finds out or someone reports you, your profile could be removed, and that’s a risk no restoration company can afford.

Facebook Reviews

Did you know Facebook reviews can boost your Google Business Profile when linked? Encourage friends, family, and past clients—whether for water damage, mold remediation, or fire restoration—to leave reviews. It helps build trust and visibility, attracting more local clients.

Client Coaching

We train restoration companies to request reviews at key moments: after the job, and again at 30 and 60 days. It’s important to assess whether a client is ready to leave a 5-star review right away or if they need time to see the full impact of your work. This approach maximizes positive reviews and strengthens your reputation.

Step 7: Physical Marketing Must haves

From yard signs to flyers, yes, just like real estate, you need handouts and stand-ups. Let's go over the must have physical marketing every restoration company needs to have.

Restoration QR Business Cards

Customized restoration business cards should do more than just display your name—they need to stand out and align with your brand. Be sure to include a QR code, as mentioned earlier, for easy access to your review page. We design and deliver these cards in less than 24 hours for just $100 per package.

Branded Roofing Yard Signs

Encourage customers to let you place your company sign in their yard during the restoration project, and offer a small discount to keep it there for an extra week. The signs are inexpensive, and they can dispose of them at any time, but they provide valuable visibility for your business.

Restoration Neighborhood Handouts

You want homeowners, HOAs, and businesses with similar needs and budgets, making the restoration process easy to replicate. After completing a job, knock on a few nearby doors and hand out a flyer we create that says, "Just helped your neighbors," with your contact information for future restoration services. Yes, door knocking still works.

Vehicle Wraps

Your company fleet can be seen everywhere; while your parked in front of a home, at your home, on the freeway. Don't settle for a magnet on a door. Full invest in branding and get a vehicle wrap.

Unconventional Restoration Advertising

Sponsorship to Hobby-Based Businesses

When targeting high-income businesses for paid ads or sponsorships, you tap into their affluent customer base. We recommend partnering with places like golf courses, country clubs, and shooting ranges, where members are more likely to afford premium restoration services without haggling over price.

Home Improvement Referral Networks



Build strong relationships with 2-3 contractors in complementary fields like roofing, HVAC, plumbing, and construction. While they may take a small percentage of your projects, these partnerships will keep your schedule full and allow you to be more selective. Highlight these relationships on your website to improve SEO and show both your community and Google that you’re committed to helping homeowners with comprehensive services.

Key Takeaways and Next Steps

You’ve just explored the most comprehensive restoration marketing plan—covering competitor research, market analysis, website optimization, SEO, Google Business Profile, Google Maps, paid ads, social media, and more. We hope this helps grow your restoration business.



If it feels overwhelming and you’d prefer a team to manage it for you, contact us today for a FREE marketing audit. We’ll show you how we can help grow your business in the next 90 days.