Like most trades, electricians belong to a generic-sounding industry. No one has a ‘favourite’ electrician brand – so how do you become the obvious choice when people are searching online?

The way that we discover, research and engage with businesses has become increasingly fragmented. From social media to Google search to AI platforms, there are more channels and, therefore, more user journeys than ever before.

While the challenge to stand out might seem more competitive, it’s a ripe opportunity for small businesses to differentiate using emerging technologies.

Digital marketing agency Hungry Bull decided to flip the industry model for one of its electrician clients based in Canberra. The goal? To make Replacify a go-to business for smaller electrical jobs.

Changing search behaviours

Previously, customers searched on Google for local services with terms like “electrician near me,” called one to three businesses in the top three results, waited for an electrician to come out to quote and waited some more for the job to be completed.

Thanks to AI, people are no longer scrolling through blue links on Google for answers. Instead, they are talking to, typing in and searching in AI platforms at the start of their buying journey and expecting near-instant solutions and answers.

“This is the point at which brands need to be visible to the users,” says Jeremy Nasr, co-founder of Hungry Bull.

“Many small businesses haven’t adjusted to this change and are already falling behind in their customer acquisition.”

Nasr and co-founder Vineel Dutt’s team helped Replacify align its business with how customers search for electricians, post-AI. It’s transformed how the business drives leads and conversions.

Replacify’s new homepage. Image: Replacify.

Granular content

First, the Hungry Bull team analysed how and what customers searched for, drilling down into niche search terms or BOFU (bottom of funnel) which convert more compared to broad, high-competition keywords like “electrician Canberra.”

Through data-driven research, the team discovered that many people already knew what they needed, for example, “rangehood replacement”, or “tastic replacement.”

So, they built dedicated pages around specific commercial-intent search terms.

For example, the website page titled “How to Know If You Need a New Tastic: A Comprehensive Guide” answered the search “Do I need a new tastic?” in detail. It appealed both to customers searching for answers and AI-driven search platforms and positioned Replacify as an expert in tastic replacement.

Result: The business now ranks in the top three positions for multiple-intent keywords and has secured AI snippets.

This positions Replacify at the start of the decision-making journey, before a competitor even enters the picture.

Going deep into the user intent has improved Replacify’s rank. Image: Supplied.

What comes up when you search ‘Do I need a new tastic?’ Image: Supplied.

Visual search opportunity

In the first half of 2025, Google Lens users performed 100 billion visual searches. Monthly searches are on the way up, presenting businesses with opportunities to rank in AI using images.

“Ten per cent of adults in the US already use visual search while 42 per cent are interested in trying it showing a significant opportunity for brands to tap into,” Jeremy tells Business Builders. “When designing Replacify’s service pages, we included specific product images like switch plate configurations and selectable variants.”

When a customer takes a photo of their bathroom tastic and asks an AI tool how to replace it, the system scans indexed content and matches similar products.

Optimising product images using the right structure helps AI platforms to suggest Replacify as the preferred installer.

eCommerce-style website

The most time-consuming aspect of booking a tradie? Waiting for someone to come out to your property for a quote.

Most often, the actual cost exceeds the quote causing bill shock and stress.

The team chose not to build a traditional electrician’s site for Replacify. Instead, the website was built on Shopify, the eCommerce platform more commonly used for retail stores. Replacify customers can choose a specific service, book and pay for it in one place.

“Instead of vague pricing and promises of ‘we’ll come out and quote’, customers see clear inclusions and upfront costs,” says Jeremy.

This removes one of the biggest friction points in small trade jobs: quoting back-and-forth and unclear pricing.

The level of service transparency reduces uncertainty while building trust for Replacify’s customers who convert at a higher rate.

In a tough economic climate, attracting ready-to-book customers is the difference between survival and thriving for small businesses.

Important lessons for small businesses

“We structured Replacify’s entire business model and processes around how people search using AI. A strong marketing foundation is key to business growth,” says Jeremy.

“Other agencies overlook it because they advise the client to go straight into paid ads to increase leads. When the ads stop, so do the leads.”

Key takeaways for readers:

1. Go granular. Broad keywords are crowded. Specific, commercial-intent searches are often easier to win and convert better.
2. Productise your services where possible. Clear offerings reduce friction and boost conversions.
3. Structure for AI, not just Google. Answer real questions clearly and use images. Make your content easy for answer engines to interpret and present to searchers.
4. Remove admin barriers. The easier it is to book and pay, the more likely customers are to commit.

The digital landscape is shifting quickly, and customers are fragmenting across different platforms like Google, AI tools, social channels and marketplaces.

Small businesses must adapt to changing customer search behaviours or risk becoming invisible in the age of AI.

Want to get ahead? Get in touch with Hungry Bull to see how they can help.

This article is brought to you by Business Builders in partnership with Hungry Bull.