A contractor’s reputation is built in sawdust, sweat, and promises kept. Every house repair, roof replacement, system repair, and wall painting project has a backstory, but none of those tales matter when internet searchers never come across the company that does the work. Talented consultants in the US are losing consistent business not due to subpar work, but rather because their digital identity is scarcely noticeable in a competitive market. Even the strongest experts might become frustrated when they see rivals—who are occasionally less skilled—take center stage online.