Paid directories can be frustrating. Between pricing models, reviews, and all the random platforms out there, it’s easy to overlook optimization. But if you’re already spending money to be listed, you might as well do it right. Here’s how I recommend pest control companies get the most out of their directory profiles based on what’s worked across dozens of campaigns.

What Profile Elements Matter Most?

Think about paid directories just like you would your Google Business Profile. It's all about filling them out completely. Most people treat these listings like a one-time setup and forget them, but the best performers have everything dialed in.

Here’s my rule of thumb: add as much information as possible and make it consistent across platforms. Spend a few hours per platform. Add your company description, services, links to your website and social profiles, business hours, photos, and everything else the platform allows.

Different platforms have different options. Some let you add project photos, others let you upload videos or tag services. Do all of it. And make sure every profile matches—same name, phone number, and other business info. That consistency helps both with conversions and SEO.

Why Adding Projects Gives You an Edge

One of the best things you can do is add project showcases. This is available on platforms like Yelp and Thumbtack, and it really makes your listing stand out.

Let’s say you did a major termite job. You took before-and-after photos, maybe even shot a video. Turn that into a project and upload it. Include a short write-up, attach a customer review, and give people a feel for what it’s like to hire you. That kind of social proof is powerful.

I recommend creating project listings for your top services—like termite, bed bug, and ant control. Over time, these projects show people you’re legit and help increase conversion rates.

Should You Use Premium Listings?

This is more common on platforms like Yelp and HomeAdvisor. Whether you use premium depends on your local market.

If your competitors are all running paid listings and crowding the top of the page, it might be worth it to join them. But if no one in your area is using premium placements, you can probably skip it for now and still get results organically.

As always, look at what others are doing in your city before making the call.

The Role of Reviews and Ratings

Reviews are non-negotiable. It’s just like Google—profiles with more (and better) reviews win.

When you’re launching on a new platform, it can feel like starting over. You might have 200 Google reviews, but zero on Yelp or Thumbtack. You have to rebuild that trust on each platform. The good news is, once you get momentum going, the leads and conversion rates start to climb.

I recommend getting at least 10 solid reviews before putting serious ad spend behind your listing.

Biggest Optimization Mistakes to Avoid

The biggest mistake I see is not fully filling out the profile. You’d be surprised how many companies skip basics like uploading photos or linking to their website.

Photos in particular are a huge opportunity. If you’re already adding photos to your Google profile, make sure those same images are added to Yelp, Thumbtack, and others.

Another mistake is trying to do too many directories at once. It’s better to go all-in on one, get it dialed in, and then replicate that setup across other platforms.

How Often Should You Update Directory Listings?

These platforms don’t need frequent updates, but that doesn’t mean you should ignore them.

Once your profile is complete, just check in every month or two. Make sure your hours, links, and project content are still accurate. Reviews are the main thing to keep working on consistently.

If you launch a new service or have a new standout project, add it. Otherwise, the heavy lifting is in the initial setup.

Final Thoughts

Optimizing paid directories is one of those high-leverage moves most companies skip. It doesn’t cost you anything extra beyond time, but it can significantly improve your conversion rate and authority.

Pick one platform to focus on, build a strong profile with detailed projects and real reviews, and go from there. If you do that, you’re already ahead of 90% of your competition.