Not every customer searches the same way. In fact, when someone in Bloomington-Normal looks for a business, whether it’s a dentist, HVAC company, realtor, photographer, or marketing agency, they typically fall into
one of five search styles.
The big mistake most local businesses make is only optimizing for
one type of searcher…instead of
all of them.
If you want more calls, more leads, and higher local ranking, you need to understand every type of search behavior and position your business to attract each one.
The Skimmer
They make decisions in 7 seconds.
These people don’t read long reviews. They don’t scroll. They quickly skim and choose based on photos, star rating, proximity, first impressions, 'do they look legit?' This is the searcher who says "I just need someone now."
How to capture them:
- Professional photos (your secret weapon)
- A clean profile cover photo
- Updated hours
- Strong star rating
- Quick CTA buttons (Call, Visit website, Book)
If your photos or profile look sloppy, they scroll past you.
Visual trust = their deciding factor.
The Comparer
They open 3–5 tabs and study the differences.
This searcher reads service lists, checks categories, skims websites, compares pricing or packages, looks for badges, awards or other credibility. They want the best choice, not just the fastest.
How to capture them:
- Detailed service descriptions
- Product cards on GBP
- Clear, modern website
- Strong value statements
- Testimonials
- Case studies
- A “Why Choose Us?” section
If you sound generic, they move on.
If you show
expertise and credibility, you win.
The Ready-to-Buy Now
They know exactly what they want and choose FAST.
This is the customer who searches for a service, looks at top results, evaluates your offer, calls immediately. They want speed, clarity, availability and convenience.
How to capture them:
- Prominent call-to-action
- Click-to-call buttons
- “Request a quote” or “Book now”
- Services visible in GBP
- A simple, fast-loading website
If you hide your contact info or lack booking options, they choose someone else.
The Researcher
They dig deep and want to trust you before they buy.
This searcher studies long reviews, your social media, blog posts, authority content, community involvement, photography, and your story. They want to feel a connection and trust your expertise.
How to capture them:
- Long-form blog posts
- Signature content (like your local visibility reports)
- Case studies
- Local storytelling
- Photos of YOU and your clients
- Videos explaining your services
The Referral-Checker
They already heard about you, and now they’re verifying.
This searcher already got your name from a friend, chamber member, neighbor, networking partner, or magazine feature, recognizes you from social media, saw you at an event, or met you somewhere. Now they want to confirm "Is this person the real deal?"
How to capture them:
- Up-to-date photos
- Review responses
- Community posts
- Magazine features
- Visible partnerships
- Social proof on your website
- Local photos on your GBP
These searchers convert at the highest rate IF your profile matches your reputation.
Why This Matters: You Need to Be Set Up for ALL Five
If your online presence only appeals to the skimmer but not the comparer…the researcher but not the ready-to-buy…or the referral-checker but not the skimmer…you’re losing 30–70% of potential customers.
The businesses who win in Bloomington capture:
✔ Fast decision-makers
✔ Careful comparers
✔ Deep researchers
✔ Referral verifiers
✔ Emotional buyers
✔ Price-conscious buyers
✔ Immediate-need buyers
And with a holistic visibility approach, you hit
all five search behaviors effortlessly.
How Mazter Mindz Media Helps You Capture Every Searcher
Because your marketing ecosystem includes:
- SEO
- Google optimization
- Photography
- Websites
- Magazines
- Community partnerships
- Social media
- Workshops
- Education
- Local connection
you cover ALL five search behaviors automatically.
No other agency in Bloomington-Normal offers this combination.
Know the Searcher, Win the Customer
Once you understand how customers actually search, the path becomes clear: Visibility isn’t one thing.
Visibility is
many things working together.
When your business looks good, reads well, shows credibility, tells a story, and shows up consistently in the community…You don’t have to chase customers.
Customers chase you.
Ready to optimize your marketing for all five types of customers?
Partner with Mazter Mindz Media
You deserve to be seen, found, and chosen.
