1) Adapt the web site to the ways people are searching for their services. That means optimizing the site pages each to the desired search phrase. That's called on-site SEO (search engine optimization).
2) Promote the web site to maximize the odds of being found. Promoting a site includes the following: getting listed in normal search results for targeted key phrases; signing up on local business directories; adding profiles to social media sites; and building links to the site from a variety of other sources. The internet provides many opportunities for a site to be found beyond normal search engine results.
The key to driving more visitors to a web site it to make it easy for them to find it when they search for targeted keyword phrases related to the business. Nowadays, targeted keyword phrases include geographic modifiers. For example, "marietta ga hvac" gets searched hundreds of time a month. If a local HVAC contractor in Marietta, GA exploits that, his/her business can be well-positioned to capture that search audience.
Small business owners need to apply these tactics now... before their competitors do.
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