For decades, local service businesses have relied on reputation and referrals to win new work. But today, your reputation doesn’t just travel by word-of-mouth — it travels by video.
Whether you run a plumbing, electrical, HVAC, or landscaping business, one thing is certain: people want to see who they’re hiring. They want to watch how you work, hear how you speak, and feel confident that you’re the expert they can trust.
The good news? Most local competitors still aren’t using video at all. That means there’s a huge opportunity for forward-thinking service businesses to stand out simply by showing up.
Video marketing isn’t about flashy production or viral clips — it’s about showing the real people and real jobs behind your company. The team that turns up early, solves problems, and leaves every customer’s home better than they found it.
Why Video Works for Local Service Businesses
Video builds trust faster than any other type of content. It’s the next best thing to meeting a customer face to face.
People want reassurance before they let someone into their home or workplace. Seeing your face, hearing your voice, and watching you explain a job immediately reduces doubt. It humanises your brand — and that makes all the difference.
Recent research shows that over half of consumers want more video content from the businesses they support. And for local service providers, that’s a game-changer. Few small firms are taking advantage of this — which means even a simple video strategy can put you miles ahead of nearby competitors.
Beyond trust, video improves visibility. Search engines like Google and platforms like Facebook reward video posts with higher engagement and reach. Embedding video on your website can even boost your organic visibility.
So, not only does video make people trust you more — it also helps more people find you.
The Best Types of Videos to Create
You don’t need a marketing team or fancy camera gear to start using video effectively. What matters most is showing up consistently — being visible, helpful, and real.
Think of your videos as the digital version of your reputation. Each one helps potential customers feel like they already know you. Here are the best types of videos to focus on first.
1. Culture Videos
Give people a glimpse behind the curtain. Show what it’s like to be part of your team — morning briefings at the yard, van prep before a busy day, or your crew having a laugh over coffee. Homeowners don’t know how great your company is until you show them.
When viewers see real people working together and enjoying what they do, it builds instant trust. It proves that you’re not just a business — you’re a team with values.
2. Your Story
Tell people how your business started. Whether it’s a family trade passed down through generations or a company you built from scratch, share your journey.
A short “Our Story” video gives your brand personality and helps viewers feel connected to you before they even make contact. Authenticity matters more than polish here — just speak from the heart.
3. Job Showcase Videos
Every job is a marketing opportunity. Capture short before-and-after clips showing what you did, how you solved the problem, and what difference it made for the customer.
These videos prove expertise far better than any written testimonial ever could. Even a 30-second clip filmed on a phone can demonstrate quality workmanship.
4. Customer Testimonials
Nothing sells trust like another customer’s words. Ask your happiest clients to share a short clip describing their experience — ideally filmed on-site right after a job.
Keep it simple: one question, one clear response, one satisfied smile. Post these regularly and pin them on your website or Google Business profile.
5. Team Introductions
Introduce your team members one by one. Highlight what they do, what they enjoy about their work, and something personal — maybe a favourite tool or hobby.
When customers recognise a familiar face before a visit, it instantly builds confidence and comfort.
6. How-To or Explainer Videos
These are simple, educational clips where you share useful advice — like how to reset a boiler, stop a small leak, or prepare for a service visit.
You’re not giving away business; you’re proving you know what you’re doing. Educational content positions you as the go-to expert locally — and keeps you top of mind when a real issue arises.
7. About Us / Overview Video
Think of this as your “video business card.” It’s a one-minute summary explaining who you are, what you do, and what makes your company different.
Upload it to your homepage, social channels, and Google Business profile. Pin it to the top of your Facebook page so it’s the first thing visitors see.
8. Van or Equipment Tours
Show off your vans, tools, or technology. Demonstrate how your setup helps you work efficiently and safely. For customers, this reinforces professionalism; for competitors, it quietly raises the bar.
9. Product Reviews or Comparisons
Customers love learning about the products you install. Review a boiler, a smart thermostat, or a specific brand of tool. Explain why you recommend it, what to look for, and how it performs over time.
It’s another way to show your expertise — and it makes your content both educational and trustworthy.
10. Virtual Estimates or Consultations
Since the pandemic, more customers are happy to use video for quotes and estimates. Offering short video consultations or “virtual estimates” saves time and builds rapport before you even visit. You can film a quick explainer showing how customers can send you a short clip or photos of their issue. It’s practical, modern, and positions you as a tech-savvy professional.
Together, these videos create a clear picture of your brand — reliable, approachable, and professional. Each one adds another layer of familiarity, making customers more likely to call you when they need help.
Fieldmotion Brochure
See how Fieldmotion helps field service teams manage jobs, schedule staff, create invoices, and communicate with customers — all from one easy-to-use system.
How to Structure a Great Local Business Video
The secret to effective video content isn’t expensive equipment or fancy editing — it’s clarity and structure. When your message is simple, people listen.
You don’t need to overthink what to say. Whether you’re filming a customer testimonial, a quick how-to, or a behind-the-scenes job showcase, this four-step structure will keep every video focused and professional.
Step 1: Hook (First 5 Seconds)
Start with something that grabs attention straight away.
Your goal is to stop the scroll and make people want to keep watching.
A strong hook usually starts with a question or statement that speaks directly to the viewer’s problem:
“Is your heating system costing more every month?”
“Here’s how we save homeowners hundreds on water damage each year.”
Keep it conversational and direct. The first five seconds determine whether someone keeps watching — or keeps scrolling.
Step 2: Show and Explain
Now that you’ve got their attention, show them something useful.
If you’re on-site, walk through what you’re fixing or explain what causes the problem. If it’s a tip video, demonstrate clearly and speak naturally — imagine you’re talking to a customer standing beside you.
A good rule of thumb: if your video doesn’t teach or reassure, it probably needs tightening up.
Real example: “Today we’re replacing a leaking tap. Here’s how we check the seals first before fitting the new one — this prevents future leaks and saves you money.”
Step 3: Proof
Once you’ve shown the work, show the result.
This could be a short clip of the finished job, a customer thanking you, or a quick before-and-after comparison.
Proof is what turns a video from “nice” to credible.
People trust what they can see.
Step 4: Call to Action (CTA)
Always end with a clear next step. Viewers need to know what to do once they’ve seen your video.
Here are a few easy CTAs that work well for field service businesses:
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“Click the link to book your free quote.”
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“Visit our website to schedule a call-out.”
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“Follow us for more quick home maintenance tips.”
Don’t assume people will know where to go — tell them clearly. Even repeating your CTA halfway through a video is a smart move, as not everyone watches to the end.
Keep It Simple
Most effective videos are under two minutes long, but even 30 seconds can work if it delivers value.
You don’t need to memorise a script. Write a few bullet points, look directly into the camera, and imagine you’re talking to one customer — not thousands.
If you can explain what you do in your own words, you already have everything you need to make great video content.
Your Local Video Checklist
Once you’ve decided to start using video, the hardest part is staying consistent. Many business owners record one or two videos, post them, and stop — usually because they run out of ideas or overcomplicate the process.
The solution is simple: create a routine.
The following checklist breaks down everything you need to do to build a consistent, professional video presence that shows off your skills and builds trust in your local area.
Weekly
- Capture at least one job showcase video. Film part of a job you’re proud of — before, during, or after. Keep it short, under a minute, and explain what problem you solved.
- Record a quick customer testimonial. Ask a happy client for a short clip right after you’ve finished the work.
- Post one short “tip” or “how-to” video. Share something genuinely useful for homeowners — a small maintenance check, a safety tip, or an energy-saving idea.
These three videos alone can fill your social channels and give potential customers multiple reasons to trust you.
Monthly
- Film a short “About Us” or culture video. Show your team at work, the morning briefings, or even a staff milestone celebration.
- Introduce a team member. Let them share who they are, what they do, and what they enjoy about the job. This humanises your business and strengthens client relationships.
- Create one educational or product review video. Demonstrate the difference between two tools, appliances, or materials and explain which one you recommend and why.
- Share community involvement. If you’ve supported a local event or charity, record a quick clip. Customers love to see businesses that care about their community.
Every Quarter
- Update your pinned “About Us” video. Refresh it with new footage, team updates, or milestones.
- Compile highlights. Edit your best clips into a short “showreel” for your website and Google Business profile.
- Review your analytics. Check which videos got the most engagement. Use that insight to plan your next round of content.
A Few Practical Tips
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Use your smartphone camera — it’s good enough for most videos.
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Record in natural light or near a bright window.
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Keep your logo visible (on uniforms, vans, or captions).
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Add subtitles if possible — many people watch with sound off.
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Store all your clips in folders by date or topic. This makes re-posting and repurposing much easier later.
This checklist turns video creation from a once-off task into part of your weekly routine. Think of it like maintaining your van or updating your CRM — a simple process that pays off when done regularly.
Each clip you film becomes another proof point of your reliability and skill — something that competitors can’t replicate.
How to Use Your Videos
You’ve filmed a few clips — now what?
The key to getting real results from video marketing isn’t just in recording them; it’s in how you use them. Each video you post helps customers see your professionalism and helps search engines recognise your business as active and trustworthy.
Here’s where to start.
1. Your Website
Your website is your digital shopfront, and video is what stops visitors scrolling past.
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Add your About Us video to your homepage.
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Embed your customer testimonials on service or pricing pages.
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Feature short clips in blog posts or FAQ pages to explain common issues.
Embedding video can boost your site’s visibility in Google searches by over 150%. Search engines prioritise video content because it keeps visitors engaged for longer.
2. Your Google Business Profile
Your Google profile is often the first thing potential customers see when they search for local services.
Uploading videos there gives you an instant advantage — most competitors don’t do it.
Post short clips showcasing completed jobs, customer feedback, or quick introductions. These make your listing stand out and help viewers feel confident calling you first.
3. Social Media
Focus on the platforms your customers actually use — typically Facebook, Instagram, or YouTube.
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Post regular short videos (30–90 seconds).
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Keep captions simple and clear — describe what’s happening and include your phone number or website link.
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Pin your main “About Us” video to the top of your Facebook page so it’s always visible.
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Reuse longer videos by cutting them into smaller clips for different posts.
As marketing expert Tony G advises, “Don’t wait for customers to find you — put yourself in front of them.”
Each clip you post increases the chances of someone discovering you when they need help.
4. Email and Messaging
Add short videos to your customer emails.
A quick “thank you for your business” clip or a short seasonal maintenance reminder feels more personal than text alone.
If you’re quoting jobs or replying to enquiries, include a link to a relevant video that explains your process — it reinforces professionalism.
5. Offline Promotion
Don’t overlook traditional touchpoints.
Add a QR code linking to your videos on business cards, flyers, or vehicle signage. Customers can scan it and instantly watch you in action.
6. Repurpose Everything
A single 2-minute video can fuel multiple pieces of content:
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One full-length post for YouTube or Facebook.
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Three short clips for Instagram or TikTok.
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A written blog based on your video transcript.
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Screenshots for use in newsletters or quote templates.
This approach means you’re never starting from scratch — just reusing what you’ve already created.
When used consistently, your videos become part of your company’s digital presence: proof that you’re professional, local, and proud of your work.
Start Small, Stay Consistent
The biggest mistake small businesses make with video marketing is overthinking it. You don’t need a full production team, an expensive camera, or a viral strategy. What you need is consistency.
Start small — one video at a time. Get comfortable on camera by filming a few practice takes. Post your first clip, learn from the response, and repeat. Each video becomes easier than the last.
The tradespeople and local service owners who succeed with video aren’t the ones with the best editing software; they’re the ones who show up regularly. They’ve realised that every video builds momentum — and every moment on camera builds trust.
If you don’t put yourself out there, people won’t know how good your company really is.
That’s the truth. Visibility equals opportunity. The more people see your face, your work, and your passion, the more they’ll believe in your business.
Fieldmotion Brochure
See how Fieldmotion helps field service teams manage jobs, schedule staff, create invoices, and communicate with customers — all from one easy-to-use system.
Conclusion: Video Is Your Local Advantage
In a market where every plumber, electrician, or engineer claims to be the “best in town,” video is what proves it.
Each clip you share shows professionalism, reliability, and care — qualities that every customer wants to see before they book. Video bridges the gap between “someone who says they’re good” and “someone I’ve seen do the job.”
For UK and Irish field service companies, that visibility is a competitive edge. Big national firms can outspend you, but they can’t out-authentic you.
So start filming. Show your team, your jobs, your results. Build the kind of presence that makes customers feel they already know you.
Every video you post is proof of your integrity — and a marketing asset that never stops working for you.
At Fieldmotion, we help service businesses turn everyday operations into opportunities for growth. From managing jobs and capturing photos to tracking customer satisfaction, Fieldmotion keeps your workflow organised — and gives you the foundation to tell your story with confidence.
Show your expertise. Build your trust. Let Fieldmotion help you turn your daily work into content that wins new business.
