HomeGuide is a nationwide platform that connects homeowners with contractors and other home service providers near them. HomeGuide also offers business management software (SaaS) for providers.
I was hired by Liaison, Inc., HomeGuide’s parent company, to build their content operation from the ground up.
Goals
Build the brand into a trusted authority in the home services industry, increase customer conversion rates, and increase provider sign-ups for the company’s all-in-one booking and business management platform (SaaS).
Challenges
HomeGuide has two distinct audiences (homeowners and service providers), requiring different content strategies and unique copy approaches. We were also up against multi-billion-dollar competitors with content teams ten times the size of our own.
My tasks:
- Develop and successfully execute a comprehensive, multi-pronged content strategy targeting two different audiences.
- Recruit and manage a team of writers and editors.
- Create and manage the content roadmap, editorial calendar, style guide, and workflow.
- Research and write blog posts, thought leadership content, email campaigns, and other copy, and edit content written by the other writers.
- Ensure all content is optimized for SEO and GEO/AEO.
- Analyze performance data, audience insights, industry trends, and the competitive landscape to continuously optimize the content strategy and refine messaging.
Outcomes
- Our content generated more than two million visitors per month in organic traffic.
- Conversions generated millions of dollars in annual revenue.
Market research & content strategy
My process included extensive competitor analysis, SEO research, topic research, and customer and provider interviews. This research turned up important discoveries:
- Initial research indicated articles about the cost of individual home improvement projects and services would have a significantly higher conversion rate with end consumers than other informational articles. This guided the content strategy, and our performance data confirmed it.
- Our customers preferred a professional brand voice and a straightforward, “no-fluff” approach.
Copywriting samples
During my six years with the company, I wrote more than 250 articles for HomeGuide and edited more than 600 articles written by other writers on my team. The articles below represent a small sample of that content. Each article required in-depth technical research, extensive cost data gathering, and SEO and GEO/AEO.
“How to Stop Losing Estimates to Faster-Moving Competitors”
A provider-facing article addressing one of the most common pain points home service businesses face: losing jobs not on price or quality but on speed. Rather than positioning HomeGuide’s software as the only fix, the article gives contractors a practical, multi-step framework, with HomeGuide woven in as one credible solution among several at each step.
This piece reflects a broader content strategy I applied across HomeGuide’s provider-facing library: building trust and authority by genuinely solving a business problem first, with software mentions positioned as a natural extension of the advice rather than a sales pitch.
(Click to read the full article: “How to Stop Losing Estimates to Faster-Moving Competitors”.)
“The Hidden Time Cost of Running Your Business Out of Your Truck”
A provider-facing article tackling a problem nearly every home service business deals with at some point: scattered scheduling, client communication spread across texts and phone calls, and information that exists only in one person’s memory.
Rather than pitching software as the headline solution, the article walks contractors through a series of recommendations, with HomeGuide introduced naturally as a credible way to centralize scheduling, client records, and team dispatch.
(Click to read the full article: “The Hidden Time Cost of Running Your Business Out of Your Truck”.)
“How Much Does it Cost to Build a House in Texas?”
A high-intent, conversion-focused article targeting homeowners researching one of the largest financial decisions of their lives. To create this piece, I gathered information and extensive cost data from contractors and other industry sources and subject matter experts.
This article was part of a series I wrote covering home-building costs in each state. Each article in the series was optimized for both traditional search and AI-driven discovery and featured internal linking to our other cost guides covering each aspect of the home construction process.
(Click to read the full article: “How Much Does it Cost to Build a House in Texas”.)
“How to Become a Roof Inspector”
A provider-facing article designed to reach home service professionals as early in their careers as possible, before they’d launched their business or chosen their software tools. By establishing HomeGuide’s brand as a helpful resource at this stage, the goal was to stay top of mind when providers were ready to select a booking and business management platform.
The article required in-depth research into industry certifications and training paths, as well as original data gathering on salary ranges, job growth statistics, and industry figures. I applied SEO and GEO/AEO optimization throughout, targeting the specific search terms prospective providers use early in their career research.
(Click to read the full article: “How to Become a Roof Inspector”)
“How Much is the Average Water Bill?”
A data-driven article targeting homeowners researching household costs, requiring research and synthesis across a wide range of regional and utility data sources.
This article was part of a broader strategy to build HomeGuide’s authority across the full spectrum of home-related topics homeowners search for. The article also served a conversion goal: by connecting high water costs to potential plumbing issues and efficiency improvements, it drove homeowners to hire plumbers in HomeGuide’s network.
(Click to read the full article: “How Much is the Average Water Bill?”)
“How Much Does Egress Window Installation Cost?”
Another entry in HomeGuide’s high-converting cost content series, this article required synthesizing technical building and safety code information alongside extensive regional cost data to produce accurate, practical guidance for homeowners. I also conducted extensive keyword research and optimized the article for SEO and GEO/AEO.
(Click to read the full article: “How Much Does Egress Window Installation Cost?”)
“When is the Best Time to Aerate Your Lawn?”
An informational article targeting homeowners earlier in the decision-making process, before they’re ready to hire. This piece demonstrates content built for upper-funnel awareness, establishing HomeGuide as a trusted home services resource and keeping the brand top of mind for when homeowners are ready to find a pro. The article also served a conversion goal, connecting homeowners with lawn aeration pros near them.
Creating this article required technical research into how optimal lawn aeration timing varies by grass type, climate zone, and region, translating that complexity into clear, actionable guidance for a general audience.
(Click to read the full article: “When is the Best Time to Aerate Your Lawn?”)