Why Google Matters More Than Instagram for Your Event Business

Mobile catering business owners often invest heavily in Instagram aesthetics, but the data shows search engines drive significantly more qualified leads for service bookings.

The Search Intent Difference

When customers need catering services, they search Google rather than browse social media. Phrases like “mobile catering near me” represent active purchase intent, unlike passive Instagram scrolling.

Google’s Competitive Advantage

The Google Map Pack (top three local business listings) functions as the digital storefront for service businesses. Strong visibility here directly correlates with qualified lead generation.

Essential Website Elements

Your website should include:

Clear above-the-fold messaging identifying who you are and where you operate
Strategic navigation featuring pricing, services, and galleries
Mobile optimization (50%+ of traffic comes from phones)
Prominent location keywords throughout

Actionable Strategy

To dominate local search:

Verify your Google Business Profile
Generate consistent reviews
Optimize for local search terms
Improve website speed
Focus on capturing contact information through lead forms

The Ultimate Goal

Your website should prioritize getting visitor contact information so you can start building a real relationship, rather than building social media vanity metrics.

Expert Insight

Justin Goodhart, who scaled his catering operation to 3,000+ events in 2024, emphasizes that websites should prioritize “getting their contact info so you can start building a real relationship” over aesthetic appeal.

Key Takeaway

While Instagram can support your brand, Google search should be your primary marketing focus. It’s where customers actively look for services and where you can capture high-intent leads ready to book.