How to Find Your Brand Voice as a Local Service Business
Table of Contents
Introduction
Ontario's Local Service Industry: Big Opportunity, Big Gap
What Is a Brand Voice (And Why It Matters for Trades)
Signs Your Website Copy Needs Work
How to Discover Your Voice Step-by-Step
Free Brand Voice Kit: What's Inside
Examples from Real Ontario Plumbers
Next Steps: Build Copy That Converts
CTA: Use the Brand Voice Kit (it’s Free!)
How to Find Your Brand Voice as a Local Service Business
Introduction
Your business isn’t generic. Your website shouldn’t be either.
If you run a plumbing, HVAC, electrical, or other service-based business in Ontario, your website is often the first impression you make. But if your site sounds vague, outdated, or like every other contractor online—you’re missing the chance to build trust.
Your secret weapon? A clearly defined brand voice.
Ontario's Local Service Industry: Big Opportunity, Big Gap
Ontario is home to over 500,000 small businesses, and a whopping 71% are in the service sector. That’s roughly 355,000 service-based businesses, many of them right here in the 519 area code.
Yet, according to Statistics Canada, 84% of rural and small-town businesses made zero online sales in 2024. That means most are still missing out on the power of digital—and you know it.
Many business owners are happy to turn to the pros for the building of a strong website and brand identity, and are more than willing to pay the $5,000 or more up-front to get it done in record time! While this works for many, we know there’s a major pricing vacuum for trades who want just the essentials—something fast, affordable and made for them.
That's where our DIY tools come in: done-with-you, not do-it-alone.
What Is a Brand Voice (And Why It Matters for Trades)
Your brand voice is the tone, language, and personality your business uses online. It shapes how people feel when they read your website, your quotes, even your emails.
A strong brand voice:
Makes your business feel human
Builds trust with customers
Helps you stand out in local searches
Makes website writing easier (and more consistent)
Combined with a simple, trustworthy website (with the help of our brand voice SmartSite Solutions), your brand voice becomes a full online sales rep that works 24/7.
Signs Your Website Copy Needs Work
Your homepage headline could apply to any plumber or tradesperson in the country
Your About page is blank or super vague
You sound stiff, corporate, or like a robot
You get compliments on your work—but not on your site
How to Discover Your Brand Voice (Step-by-Step)
You don’t need a branding agency or expensive consultant. You just need the right questions and structure.
Start here:
What kind of personality do you want to show up with? Friendly? Straight-shooter? Expert? Local?
What are 3 words your best customers would use to describe you?
What does your competitor sound like (and how can you sound different)?
Use Our Free Brand Voice Kit (Built for Trades)
Our free interactive Google Doc helps you:
Define your tone, values, and customer style
Fill out About Page, CTA, and Headline templates
Plug your answers into ChatGPT to write your own website pages
It’s already helped plumbers across Ontario build better messaging in just one weekend.
Real Example: Ontario Plumber Brand Voice
Here’s a sample transformation:
Before: "Welcome to our website. We offer plumbing services."
After: "Fast, Local Plumbing You Can Trust in Port Elgin."
See the difference? One is flat. The other builds confidence.
This is the power of brand voice—especially when written with your own tone in mind.
Build Copy That Connects and Converts
Once you know your voice, you can:
Write better homepage headlines
Refresh your About page
Improve your Google Business Profile bio
Sound consistent everywhere: email, quotes, social media
You don’t need to hire a writer. You just need the right guide.
Need help turning your new voice into a real website? Explore our BRANDfocus METHOD (done-for-you) website plans, built for Ontario trades.
The best time to define your voice? Before you rebrand, redesign, or run ads.
The second-best time? Right now.
