Santa Monica is its own city in Los Angeles. Most people in Los Angeles do not search service + Los Angeles, most people tend to search with their neighborhood or city because Los Angeles is so big. I would want to focus on service + Santa Monica but we also see people search for “Samo” and “SM” as abbreviations.
Honey Homes – Nextdoor handyman request posts Santa Monica – https://nextdoor.com/city/santa-monica–ca/
My idea would be to build out the Honey Homes website to be more authoritative and to match Google’s E-E-A-T standards, Google’s Search Quality Rater Guidelines used to evaluate content quality. We would build a page template for city pages and service pages. The idea would be to have a city page for each major city with our services.
We would need to build a template so we can plug and play the city and service. An example would be a “Santa Monica” landing page that speaks to the people of Santa Monica and tells them about our great services. The page can include reviews about our services, Localized content for Santa Monica, service description, Trust signals (licenses, guarantees, etc.) and why Honey Homes / our handyman service is the best. We would make to make sure we include a contact field close to the top of the page to get leads quickly, specially is we are seeing a lot of traffic from mobile users. https://honeyhomes.com/cities/santa-monica/handyman. We would have subpages for specific jobs like AC-Repair https://honeyhomes.com/cities/santa-monica/handyman/ac-repair.
These page would also have Customer FAQs, Trending homeowner topics, Community discussions (e.g., homeowner forums and local platforms) look similar to how nextdoor looks are operate. AI can assist with content creation, but human editing is required to maintain quality and meet E-E-A-T standards.
We can use sources like reddit.com/r/handyman/ to find trending topics and create pages for some of these questions and start to build out our blog. Google is using Reddit to help teach its AI and is a good source of trending topics and information. I would make sure the topics are relevant before adding them to our website. But we would need to build out some sort of content backlog to make sure we are tracking topics and blog post performance. We would need to stay on top of both topics on Reddit and nextdoor but also take a look at what pages on our site are driving traffic as well. We can use AI to write some of the content but we would need someone to edit and make sure it is Google EEAT-approved.
No new tools are required. The data is all available from Google. We would use Google keyword planner to find new and trending keywords and topics. We would use Google Analytics to track performance and clicks. We would need a CRM like HubSpot to track leads and user flow. Once we have identified a winner formula to get an ICP we can use that data to build out our content and authority.
1. Assuming we have some sort of UTM set up and we have some sort of audience list. I would want to make sure all of our audience list are correct. I like to set up several list to better understand our ICP. I would like to understand where our top leads came from and how we can get similar leads. Assuming we have some sort of UTM tracking set up, we should be able to see where these leads are coming from. Understanding where these quality leads came from will help point us in the right direction of a better targeted audience.
As we move into summer, I would want to focus on some seasonality like AC install and repair, window repair and insulation but the page should also mention some of the more competitive marketing like HVAC and painting. Focusing on some low-hanging fruit like AC repair as we enter summer could give us a quick win and start building authority in Santa Monica and with Google.
2. Assuming we have all the correct data and summer seasonality plays a role in demand, we would want to be in front of this “Summer” AC demand, targeting a better audience with new content. We are assuming we can build out authoritative content to signal to Google and our users that we are an authoritative site. The more content and the more authority we have, according to Google’s E-E-A-T standards, we should rank better and get better leads.
Building out the website with more pages and answering more questions will give users new landing pages to interact with tailored search answers. This will help us in AI overviews, Ad quality score and overall improve the website performance when conversing a user into a lead. We lose about 10% of users everytime they have to click to a new page. And if someone in Santa Monica is looking for AC repair, I need to take them to the Santa Monica AC repair page.
3. If we are able to build out a page template and create good content, we can produce a good amount of pages in a short time. We would need to submit these pages to Google for indexing and to start ranking in AI and organic. Even before Google indexes the page we can start sending paid traffic to test the landing page performance. Because these are all brand new pages, there will be no prior lead traffic and any leads that come from these new pages will be net new.
The proof would be getting new customers from these new pages. We can take a look at the lead quality to make sure they are in our ICP but the idea is that these pages never excited and now that they do we are brining in new leads.
4. Assuming we have UTMs and a CRM like HubSpot to track leads. Using the CRM we can see the customer journey and how they interact with our website and ads. The CRM would use UTM parameters to track where users came from and how they interacted with our site and ads. We can see the customer journey and how long it took them to become a paying customer or where they “fell off” the conversion funnel. At the end of the day, my goal is to get new paying customers.
Success would be getting net new paying customers to the site, and they re-use our services. We can also use the customer data to build our audience. Failure would be no new customers, we spend money and get nothing in return.
I would want to focus on net cost to acquire a new customer, nCAC. I do think advertising is an omni-channel effort and we would want to look at where we are getting new non-branded customers. Non-branded customers are interested as they came through an organic search or organic social. Understanding where we get these net new non-branded customers is important to help the company grow.
Summary
Santa Monica operates as its own city within Los Angeles. Because Los Angeles is geographically large, users typically search using city or neighborhood as search modifiers rather than broad terms like “service + Los Angeles.” For example, users are more likely to search for service + Santa Monica, and may also use common abbreviations such as “SaMo” or “SM.” This creates an opportunity to build highly localized content that better matches user intent and improves organic visibility.
My recommendation would be to expand the HoneyHomes website to build stronger authority and align with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines. This would involve creating scalable templates for both city pages and service pages, allowing us to efficiently build out localized landing pages for each major market.
For example, we could create a Santa Monica landing page that speaks directly to local homeowners and highlights relevant services. These pages would include:
- Localized content specific to Santa Monica
- Customer reviews and testimonials
- Service descriptions
- Trust signals (licenses, guarantees, etc.)
- Strong above-the-fold contact form (especially important for mobile users)
Example structure:
- honeyhomes.com/cities/santa-monica/handyman
- honeyhomes.com/cities/santa-monica/handyman/ac-repair
Previous client example – https://epacflexibles.com/ – We create /product/ and /services/ pages to showcase the products and services they offer. These were all net new pages that we had to build out. We used a template and are able to create similar pages with different content and images. We also created /locations/ pages for each of their plants. We worked with the sales team to be sure we are sending the correct users to the correct location.
We would also create supporting content such as customer FAQs, seasonal homeowner topics, and community-driven content similar to platforms like Nextdoor, we need to create an “eco-system” on our website. AI can assist with content creation, but human editing is essential to maintain quality and meet E-E-A-T standards.
Additionally, we can use sources like Reddit (for example, r/handyman) to identify trending homeowner questions and content opportunities. These insights can help us build a content backlog and prioritize blog topics that align with real user demand. We would also monitor which pages on our site are already driving traffic and expand on those successful themes.
No new tools would be required to implement this strategy. We can leverage:
- Google Keyword Planner for keyword research
- Google Analytics for performance tracking
- A CRM such as HubSpot to track leads and customer journeys
Once we identify a successful formula for our ideal customer profile (ICP), we can scale this approach across additional cities and services to build long-term authority and drive incremental growth.
1. Targeting
Assuming we have proper UTM tracking and audience lists in place, my first step would be to validate that all audience segments are accurate and meaningful. I typically create multiple audience lists to better understand our Ideal Customer Profile and identify where our highest-quality leads originate. With proper UTM tracking, we should be able to determine which channels, campaigns, and content are driving the best leads and replicate those efforts to improve targeting and performance.
As we move into summer, I would also prioritize seasonal services such as AC installation and repair, window repair, and insulation. These services tend to see increased demand during warmer months and can provide quick wins. While we should still reference broader services like HVAC and painting, focusing on lower-competition, high-intent services such as AC repair can help us quickly build authority in Santa Monica and improve visibility in Google.
2. Key Assumptions
With the right data and seasonal demand in mind, we can create targeted content designed to capture summer-related searches. By building authoritative content aligned with E-E-A-T principles, we signal both to users and search engines that our website is a trusted resource.
Expanding the website with more localized and service-specific pages also improves user experience. Instead of forcing users to navigate multiple pages, we can direct them to highly relevant landing pages that match their search intent. For example, if someone searches for “AC repair Santa Monica,” they should land directly on a dedicated Santa Monica AC repair page.
This approach can:
- Improve conversion rates
- Support AI overviews
- Improve ad quality score
- Reduce user drop-off
- Increase lead quality
3. Test Design
Once we develop a scalable page template and high-quality content, we can quickly build and deploy multiple pages. These pages should be submitted for indexing and begin ranking in both AI-driven and organic search results.
In parallel, we can send paid traffic to these pages to test performance before organic rankings take hold. Because these pages are net new, any leads generated from them represent incremental growth. Success would be measured by new customers and improved lead quality aligned with our ICP.
4. Measurement
With proper UTM tracking and a CRM such as HubSpot, we can track the full customer journey from first interaction to conversion. This allows us to identify:
- Lead sources
- Customer journey timelines
- Drop-off points
- Conversion performance
Ultimately, success would be measured by generating net new paying customers and improving customer retention. We can also use this data to refine audience targeting and improve future campaigns.
A key metric I would focus on is net cost to acquire a new customer (nCAC). Since marketing is an omnichannel effort, we should also evaluate where new non-branded customers are coming from. Non-branded traffic, whether from organic search, paid campaigns, or social, often represents net new demand, which is critical for long-term growth.
By identifying and scaling these non-branded acquisition channels, we can build a sustainable growth strategy that drives both new customers and improved marketing efficiency.
