Let's be honest - if you're running a mobile catering business, you probably have an incredible menu, gorgeous equipment, and exceptional service. But here's the hard truth: none of that matters if potential customers can't find you.

‍

You might think you need to pour hours into crafting the perfect Instagram grid or building a TikTok following. But here's what we've learned from working with hundreds of successful mobile caterers: Instagram is for vanity, Google is for sanity.

‍

The Reality of Search Behavior

‍

When someone needs catering for their corporate event, wedding, or private party, they're not scrolling through Instagram. They're typing "mobile catering near me" or "event catering [city name]" into Google.

‍

"I know we feel like we're special and unique, and we are," explains Justin Goodhart, who grew his catering operation to over 3,000 events in 2024. "But we also all exist under the umbrella of people browsing the internet. That's a very tough category to be in, but the good news is there are very well-known rules for how to build your website for people browsing the internet."

‍

The data doesn't lie - for most mobile catering businesses, search engines drive significantly more qualified leads than social media. When people are ready to book catering services, they start with Google.

‍

Why Google Matters More Than Ever

‍

The Google Map Pack (those three local business listings at the top of search results) is the new digital storefront for local service businesses. If you're not showing up there, you're missing out on valuable visibility.

‍

Your Google Business Profile is absolutely critical in today's search landscape. Reviews from a verified profile carry massive weight in local search rankings. The goal is simple: get more genuine reviews than whoever is currently in third place for your target keywords in your local area.

‍

Making Your Website Google-Friendly

You have about three seconds to convince someone they've come to the right place when they land on your website. Here are the essential elements you need:

1. Clear Above-the-Fold Content: What people see before scrolling needs to instantly communicate:
   • Who you are
   • What you do
   • Where you serve
   • Social proof (reviews, logos, testimonials)
2. Essential Navigation: Your header must include:
   • Pricing information
   • Service menu
   • Photo gallery
3. Mobile Optimization: Over 50% of your traffic will come from phones. Your mobile experience needs to be just as compelling as desktop.
4. Location Visibility: Make it crystal clear what areas you serve. Include your city name in:
   • Page titles
   • Headers
   • Body content
   • Meta descriptions

"The entire purpose of your website is to get someone to submit your lead intake form," Goodhart emphasizes. "It's not to make yourself look super cool. It's to get their contact info so you can start building a real relationship."

‍

Actionable Steps to Improve Your Google Presence

‍

1. Verify Your Google Business Profile
   • Claim and verify your listing
   • Keep hours and contact info updated
   • Add high-quality photos regularly
   • Respond to all reviews
2. Generate Reviews Consistently
   • Ask every client for a review
   • Make it easy with direct links
   • Respond to all reviews, positive and negative
   • Focus on quality and quantity
3. Optimize for Local Search
   • Include your city name naturally throughout your site
   • Create location-specific service pages if you cover multiple areas
   • Use local landmarks and neighborhood names
   • Ensure your NAP (Name, Address, Phone) is consistent across the web
4. Focus on Website Speed
   • Optimize image sizes
   • Minimize plugins and scripts
   • Consider removing auto-playing videos
   • Test speed regularly using Google's tools

The Path Forward

‍

While social media can play a role in your marketing mix, the path to growing your mobile catering business runs through Google. Your potential customers are actively searching for services like yours right now. The question is: will they find you or your competitors?

‍

Start by implementing these Google-first strategies, and you'll be well on your way to building a steady stream of qualified leads for your catering business. Remember, until you get your search presence right, nobody will know how awesome your service truly is.

‍

Want to learn more about growing your mobile catering business? Check out our complete guide to catering business growth strategies.

‍

This post was inspired by insights from the Valor Coffee podcast featuring Justin Goodhart, who grew his catering operation from 143 events in 2020 to over 3,000 events in 2024.

‍