In Richardson, half your buyers are other businesses. They do not call first.

A city with a corporate corridor down the middle of it.

The stretch of Highway 75 through Richardson, from around Arapaho up to Renner, has been called the telecom corridor for decades, and the office density along it, plus the campuses at CityLine by the Bush Turnpike and the university on the north edge, changes who your customer is. A great many Richardson businesses sell to other businesses: facilities managers, office managers, purchasing people, operations leads. Those buyers behave nothing like a homeowner with a leak.

They shortlist quietly. They read three websites, work out whether you are the size of company they can risk, look for evidence you have done this before, and send one email. There is no phone call at the top of that process, and quite often no phone call at all until the decision is nearly made. A site that is really a brochure with a contact form loses that comparison without ever knowing it happened.

The rest of Richardson is a different job again. South and west of Belt Line the housing is decades older than anything in Frisco or Prosper, which produces steady demand for the trades that repair rather than install, and the strip of independent restaurants and shops around Greenville and Arapaho competes on reputation and photographs more than on ranking. One city, two entirely separate briefs, and the pages have to know which one you are.