Where your competition is in Michigan
The largest concentrations of waterproofing companies in our Michigan data are in Grand Rapids, Saginaw, Kalamazoo, Ann Arbor, Troy, Southfield, Westland and Sterling Heights. Competition for the map pack is heaviest there, and so is the reward: the same review count that dominates a small town is invisible in Grand Rapids.
The map pack in Michigan
Google shows three businesses in the map pack for a search like "waterproofing company near me" in Grand Rapids. In Michigan the shops that hold those spots usually sit near the 90th percentile, 456 reviews, not the median. 22.4% of Michigan waterproofing companies have passed 100 reviews; the other 77.6% are competing for whatever is left below the fold.
The website gap in Michigan
10.3% of Michigan waterproofing companies list no website on their Google profile, fewer than the national 18.8%. Nationally, waterproofing companies with a website have a median of 16 reviews against 1 without. A five-page site with tap-to-call and a page per service is the cheapest gap to close.
How Michigan compares
Of the 30 states in our data, Michigan ranks 7th for the number of waterproofing companies, 10th for median review count, and 21st for the share with no website, so a website alone will not set you apart here. The review bar is higher than in most of the country, so plan on a steady review habit rather than a one-time push.
| State | Listed | Median reviews | No site |
|---|---|---|---|
| Michigan | 107 | 21 | 10.3% |
| Illinois | 123 | 17 | 16.3% |
| Indiana | 77 | 39 | 7.8% |
| Iowa | 40 | 66.5 | 2.5% |
| Kansas | 31 | 46 | 16.1% |
| Minnesota | 47 | 10 | 4.3% |
| Missouri | 74 | 42.5 | 10.8% |
| Nebraska | 26 | 22 | 11.5% |
| Ohio | 169 | 20 | 16% |
What to do first in Michigan
- Set a review velocity. One review per job day, asked at the door, moves a 21-review shop past the Michigan 75th percentile (81) within a year. The guides have the scripts.
- Finish the Google profile: primary category, every service you offer, real job photos, and hours that match reality. It is free and it is where Michigan customers decide.
- Follow up every lead within five minutes. Speed to lead beats ad spend in a trade where the customer is collecting three quotes. The calculator shows what slow replies cost.
- Then, and only then, spend on ads. Pointed at a profile with 21 reviews and no website, ads pay for your competitor's education. Pointed at a finished profile, they work.
The full national picture, with percentiles, ratings and hours, is in the benchmark report. The method is on the about page.