Searches name the project: 'kitchen remodel', 'bathroom renovation', 'home addition', 'basement finishing', 'deck builder'. They're high in value and low in volume, and a buyer often searches several times over a number of weeks before calling anyone.
Portfolio and reviews decide it. A buyer wants to see finished work that looks like what they're planning, in homes like theirs, and reviews that talk about staying on budget and on schedule.
The projects worth the most are rarely next door to the office. A wider grid shows where you're visible for each kind of project across the area you'll actually take work in.
Planning often starts months before the build. The profile a buyer finds while they're still researching, in what feels like a quiet month to you, matters as much as the one they see on the day they're ready to call.