Most pest control websites sell to homeowners. Most pest control money is commercial.
It is the single most common mismatch we find in this trade: the majority of the revenue arrives on commercial contracts, and the entire website is written for somebody who found an ant in their kitchen. The facilities manager bidding out six restaurant kitchens never finds a page written for them, so they call the company that wrote one.
Two customers, one website, almost nothing in common
They search differently, they decide differently, and they are worth wildly different amounts.
The homeowner
Found something in the kitchen an hour ago and wants it gone today. Searches on a phone, in the evening, compares three companies in four minutes, and picks on speed of response and whether the price is visible. Worth a few hundred dollars a year on a quarterly plan, and won or lost in the first ten seconds on the page.
The facilities manager
Runs six locations, has an audit next quarter, and needs a vendor who will not embarrass them during a health inspection. Wants insurance limits, service documentation, reporting, after-hours availability, multi-site pricing and references in their own industry. Worth thousands a month, on a contract that renews, and will never fill in a form that says "get a free quote for your home".
One commercial contract can be worth more than a year of residential calls
Which makes the commercial section the highest-value page on a pest control website, and it is the page that almost never exists. Building it is not a redesign. It is usually two pages, written for somebody who buys on documentation rather than on urgency, plus a case study in the industry they operate in. Restaurants, property management, warehousing and healthcare each want to see themselves named.
What we build for a pest control company
In order of what pays first.
A commercial page that a facilities manager can forward
Insurance and licensing stated as numbers, service reporting shown rather than described, after-hours terms, multi-site handling. Written so it survives being emailed to somebody's boss, because that is what actually happens to it.
A page per pest, not one page listing pests
Termites, roaches, rodents, ants, mosquitoes, bed bugs. People search the pest, not the category, and each one is a different level of panic and a different price. One page per pest is genuinely different content, not a template with a swapped noun.
A termite page that can go live in a week
Swarm season is short and it is the most profitable few weeks of the year. Hand-coded means we publish a seasonal landing page the day you ask, point the ads at it, and retire it afterwards. A page builder site cannot move at that speed.
Booking that works at nine in the evening
Residential enquiries arrive after dinner. An AI agent answers, takes the address and the pest, and books the inspection into the calendar, so the evening call is not a voicemail you return at ten the next morning to find they booked someone else.
What we usually find in the audit
Before writing a line of code, on an existing pest control site.
No commercial page at all
Or a single paragraph under "we also serve businesses". The largest revenue line in the company, given one sentence.
A Google profile in the wrong category
Filed under a general category rather than pest control service, which quietly removes you from searches you should be eligible for. See local SEO.
A quote form and no phone answering
In a trade where the customer wants it gone today, a form is the slowest possible response. The company that picks up wins, and technicians in crawlspaces cannot pick up.
Reviews that stopped two years ago
Recency counts in the map pack, and pest control is a repeat-visit business, so the asking should be automatic after every service call, not a campaign.
Questions from pest control owners
Do you have a pest control client already?
Not a live one yet, and we would rather say that than imply otherwise. We are mid-build with a Florida pest control company now, and the work on this page comes out of that engagement: the audit, the commercial-versus-residential split, and the termite season problem. Our nearest published work is Hartwell Home Improvement, a remodeler, and Frank's Trusted Tails, a pet service, both service businesses performed at the customer's address.
Why does commercial matter more than residential on the site?
Because of where the money is. It is common for a pest control company to earn most of its revenue from commercial contracts while running a site that speaks entirely to homeowners. One restaurant group with six kitchens is worth more than a hundred quarterly residential accounts, and it is bid and renewed by a facilities manager who needs completely different information: insurance limits, reporting, after-hours service, multi-site pricing. If that page does not exist, the bid goes to whoever wrote it.
Termite season is short. Can the site keep up?
That is exactly the case for hand-coding it. Swarm season arrives, demand spikes for a few weeks, and a business with a page builder site cannot get a termite landing page live in time to catch it. We can publish one the same afternoon and take it down when the season ends, with the Google Ads pointed at it the same day.
Can the site book an inspection without me calling back?
Yes, and it should. An inspection is a fixed appointment at a known address, which is the easiest kind of booking to automate. The AI agent takes the address, the pest and the time, and books it. Most residential enquiries arrive in the evening, when nobody in your office is picking up.
We already rank for our town. Is SEO still worth anything?
Possibly not, and we will tell you. If you already hold the map pack for your city the honest lever is usually the commercial side and the conversion rate on the traffic you have, not another ranking retainer. We measure positions from each town you serve before recommending anything: that is what local SEO is for.
Tell me your commercial-to-residential split
That one number tells me whether your website is pointed at your actual business or at somebody else's. If they do not match, I will show you the two pages that are missing before you spend anything.