In the North, “marketing” often fails for a simple reason: people can’t find you, or they find the wrong phone number. Then the good leads go to whoever answers first, and you never even know the job existed.
This page is a North-ready setup sequence to get found and turn searches into real inquiries. It’s built for limited admin time, seasonal hours, and a reality where many customers prefer a quick call or text over a long form. The goal isn’t fancy—it’s accurate info everywhere, one credible page, one clear conversion path, and basic tracking so you know what’s working.
What this page covers
- A step-by-step setup sequence: listings → NAP → credibility page → conversion path → reviews/photos → tracking
- Decision points: listings-first vs website-first, one-page vs multi-page, DIY vs hire help
- What to measure: calls, form submits, quote requests (not vanity metrics)
- A 30-day launch checklist + a monthly maintenance checklist
- A short “where to list” list, including Inuvik.info and Western Arctic Business Association
Quick decision path
- If people can’t find your phone number: do listings-first. Claim Google Business Profile, fix NAP, add hours/service area, and publish photos.
- If your work is mostly “call us now”: make the conversion path phone/text-first (with a simple “what to say” script).
- If your work needs details (quotes, measurements, dates): make the conversion path a short form (5–8 questions) or a booking link.
- If you have limited bandwidth/admin time: start with a one-page site and a clean Google profile, then expand later.
- If you operate seasonally: make seasonality obvious (hours, response times, “closed until” or “limited availability”).
- If you serve multiple communities: be explicit about service area + travel limits. “Serving the Western Arctic” is not enough for customers trying to book.
- If you can spend a small budget: use it to boost the one conversion path that matches your business (calls vs forms vs bookings), not to “be everywhere.”
What you need ready
- Service area: communities covered + travel limits + whether you take remote/camp work
- Top 3 offerings: plain-language services customers search for
- NAP: business name, address/PO box format, phone, email (the exact version you will use everywhere)
- Hours + seasonality: summer vs winter, weekend rules, emergency call-out rules (if any)
- Photos: at least 10 good photos (more is better, but don’t wait for perfection)
- Access: domain registrar login, email access, and who controls accounts
- Intake owner: who answers calls/messages, and how fast (same day? 24 hours?)
Missing this = delays and lost leads: not controlling your listings, inconsistent NAP, and no single “how to contact us” path you can maintain.
Step-by-step: a North-ready setup sequence (Get Found → Get Leads)
Step 1: Claim and fix the listings that control discovery
Start where customers actually look: maps and search. Claim your profiles, verify them, and make the info accurate.
- Google Business Profile: name, category, phone, website, hours, service area, and photos.
- Apple Maps (Apple Business Connect): keeps iPhone users from getting stale info.
- Bing Places: low effort once you have the others clean.
Operator rule: don’t “set it and forget it.” Listings drift over time if you don’t own them.
Step 2: Standardize your NAP everywhere (Name / Address / Phone)
Pick one exact version of your business name and contact info and use it everywhere—website, invoices, directories, and socials. This matters for trust and for local search.
- Name: the same spelling and punctuation every time
- Address: format it consistently (including PO box details if that’s how you receive mail)
- Phone: one primary number; avoid rotating numbers that break old listings
Step 3: Publish a simple credibility page (one page is fine)
You don’t need a complex website to start. You need a page that answers the buyer’s questions fast:
- What you do (top 3 offerings, plain language)
- Where you work (service area + travel limits)
- How to contact you (one clear path)
- Hours/seasonality
- Proof: photos, brief examples, basic credentials (if relevant)
If you can’t maintain a multi-page site, don’t build one yet. A clean one-page site that stays accurate beats a big site that goes stale.
Step 4: Add one clear conversion path (and remove the friction)
Pick the conversion path that matches your business and your capacity:
- Calls: best for urgent service and simple requests
- Text/messages: best when customers are mobile and you can respond fast
- Form: best when you need details to quote (dates, location, scope, photos)
- Booking: best for repeatable appointments with clear rules
Then make it obvious: one button, one link, one instruction. If you give five options, most people choose none.
Step 5: Reviews + photos (trust-building that works in small markets)
In small communities, trust is practical. Reviews and current photos help buyers choose you without a long sales process.
- Ask for reviews right after a successful job (same day is best).
- Use fresh photos: storefront/vehicle, team at work, examples of outcomes.
- Respond to reviews briefly and professionally (especially if something went wrong).
Step 6: Basic tracking (measure what matters)
Don’t measure “likes” as your primary metric. Measure what turns into work:
- Calls: how many, and from where (Google listing, website, directory)
- Form submissions: how many quote requests you get
- Qualified inquiries: how many are within your service area and scope
If you have a website, set up basic analytics and use consistent links (UTM tags) for any paid posts so you can see what actually produced inquiries.
Step 7: Build a maintenance rhythm (so it stays accurate)
The North punishes stale information. A simple maintenance rhythm prevents drift:
- Monthly: check hours, phone, and service area.
- Monthly: add a few new photos (seasonal relevance matters).
- Monthly: scan messages/reviews and respond.
- Quarterly: verify all directories still show correct NAP.
30-day launch checklist
- Write your service area + travel limits in one paragraph.
- Choose your top 3 offerings (customer language).
- Standardize your NAP (exact spelling, address format, phone, email).
- Claim/verify Google Business Profile and add hours, photos, and service area.
- Claim Apple Business Connect listing and match NAP/hours.
- Claim Bing Places listing and match NAP/hours.
- Publish a one-page credibility site (or a landing page) with one clear contact path.
- Set up one intake path (call/text/form/booking) and assign an owner to respond.
- Create a review request message and send it to your next 5 happy customers.
- Turn on basic tracking (at minimum: listing insights; ideally: website analytics).
Monthly maintenance checklist
- Confirm hours/seasonality are current on Google and Apple.
- Confirm phone/email still work and are monitored.
- Add 3–5 new photos (recent work, seasonal changes, team/vehicles).
- Respond to new reviews and messages.
- Check directories for NAP consistency (fix drift immediately).
- Record your monthly leads: calls + form submits + quote requests.
- Make one improvement based on data (update service list, clarify travel limits, improve intake questions).
TEMPLATE: review request (SMS / email)
SMS version
Hi [Name] — thanks again for choosing [Business Name]. If you were happy with the work, could you leave us a quick Google review? It really helps people in the community find the right contact info. Here’s the link: [Google review link]. Thank you.
Email version
Subject: Quick favour — review for [Business Name]?
Hi [Name],
Thanks again for your business. If you have 60 seconds, could you leave a short Google review of your experience with [Business Name]? It helps other customers find the right contact info and understand what we do.
Review link: [Google review link]
Thank you,
[Your Name]
FAQ
Should I do listings-first or website-first?
If people can’t find the right phone number or hours, do listings-first. A clean Google profile with accurate info can generate calls even before your website is perfect. Build the website once your NAP and intake path are stable.
Is a one-page website enough?
Often, yes—especially early. If a one-page site clearly states what you do, where you work, and how to contact you, it can outperform a multi-page site that goes stale. Expand only when you can maintain it.
What should I measure so I know it’s working?
Measure outcomes: calls, form submissions, quote requests, and how many are actually qualified (in your service area and within scope). “Views” and “likes” are secondary.
We’re seasonal—how do we avoid angry customers?
Make seasonality obvious everywhere: your listings, your website, and your voicemail. If you’re slower during freeze-up/thaw or peak project season, set response expectations (“We reply within 24–48 hours”).
Key tools & resources
- Google Business Profile: add or claim your profile
What it is: Official setup guidance to add and verify your business so customers can find you on Search and Maps.
Who it’s for: Any business that wants calls and directions from Google.
When it helps: Day 1 discovery—fixing wrong numbers, hours, and categories.
Northern caveat: Profiles drift if you don’t own them; claim it and assign at least two admins.
How to start: Add/claim your profile, verify it, then publish NAP + hours + service area + photos.
https://support.google.com/business/answer/2911778?hl=en
- Apple Business Connect
What it is: Apple’s portal to control how your business appears across Apple Maps and other Apple apps.
Who it’s for: Businesses that want accurate listings for iPhone users and Apple Maps searches.
When it helps: When customers rely on Apple Maps for calling or navigation.
Northern caveat: Don’t let only one person control access—use a business-owned Apple ID and documented admin access where possible.
How to start: Create an Apple Business Connect account and claim your place card, then match NAP/hours to Google.
https://businessconnect.apple.com/
- Bing Places for Business (via Bing Maps)
What it is: Microsoft’s tool to claim or update your business listing that appears in Bing search and Bing Maps.
Who it’s for: Businesses that want consistent listings across major map/search platforms.
When it helps: After Google/Apple are correct—low-effort consistency work.
Northern caveat: Don’t split attention across too many platforms until your core info is stable.
How to start: Claim your listing and copy your verified NAP/hours from Google to keep it consistent.
https://support.microsoft.com/en-us/topic/add-and-manage-your-business-listing-294b53b9-6132-4012-b37a-0bc3e40b794b
- Western Arctic Business Association: Business directory
What it is: A regional business directory listing businesses across the Western Arctic.
Who it’s for: Western Arctic operators who want local/regional discoverability and a stable profile link.
When it helps: When customers and partners search region-specific directories for trusted contacts.
Northern caveat: Keep your listing current—especially phone, hours, and service area.
How to start: Create/update your listing and make sure NAP matches your Google profile.
https://westernarctic.ca/businesses/
- Inuvik.info: local business directory and community hub
What it is: A community hub that includes a business directory and local information for residents and visitors.
Who it’s for: Inuvik-area businesses that want local visibility in a community-first directory.
When it helps: When customers want a local “what’s open / who does this” directory view.
Northern caveat: Directories only help if your phone and hours are accurate—keep them updated.
How to start: Create or claim your listing (if available) and ensure your contact details match your other profiles.
https://inuvik.info/
- Meta Ads (Facebook & Instagram): Click-to-call / messages ads
What it is: Meta’s paid ads system for Facebook and Instagram, including simple “Call now” and “Send message” lead paths.
Who it’s for: Local/service businesses that want more inquiries from people in specific communities or regions.
When it helps: When organic reach isn’t enough and you want to push one clear offer (service, booking window, seasonal availability) to a defined service area.
Northern caveat: Keep targeting tight (your real travel limits) and choose a conversion you can answer fast (calls or messages). Paid ads fail when responses are slow or when you attract out-of-area leads.
How to start: Run a small-budget test for 7–14 days using one objective (Calls or Messages), one audience (your service area), and one simple creative (photo + clear service + hours).
Facebook Business Advertising
- Google Analytics 4: set up analytics
What it is: Official setup guidance to measure website activity (including traffic sources and conversions).
Who it’s for: Businesses with a website who want to track leads and not guess.
When it helps: Once your credibility page and conversion path exist.
Northern caveat: Keep measurement simple—track calls/form submits/quote requests, not dozens of vanity events.
How to start: Create a GA4 property and add the tag to your website, then define one or two key conversions.
https://support.google.com/analytics/answer/9304153?hl=en
Who can help (implementation/support options)
CHECKLIST (quote-ready): what to give a web/marketing provider
- Service area + travel limits: communities covered, call-out boundaries, remote site rules
- Top 3 offerings: in customer search language
- NAP standard: exact business name + address/PO box format + phone + email
- Hours + seasonality: changes by month/season, “closed until” dates if relevant
- Photos: at least 10, ideally 25+ (exterior, interior, team, work examples)
- Domain/email access: who controls logins and can approve changes
- Intake method: call/text/form/booking + who answers + response-time target
- Lead quality rules: what you will/won’t take (minimum job size, travel rules, timelines)
- Tracking goal: measure calls + form submits + quote requests (and where they came from)
- Budget guardrails: “minimum viable” budget vs “growth” budget
