Where your competition is in Massachusetts
The largest concentrations of locksmith businesses in our Massachusetts data are in Boston, Worcester, Waltham, Medford, Fitchburg, Brighton, Hanover and Burlington. 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 Boston.
The map pack in Massachusetts
In Massachusetts, 26.8% of locksmith businesses have fewer than ten reviews. That is the good news if you have twenty: most of your local competitors are not trying. The bad news is that the three shops in the map pack for Worcester searches are not in that group. They are near 175 reviews and they ask every customer.
The website gap in Massachusetts
Website presence in Massachusetts: 82.7% of locksmith businesses link one, 17.3% do not. The national figure is 22.2% without. Google and the AI answer engines both use the site to confirm what you do and where, so a missing site costs more than the leads it would have produced on its own.
Hours and after-hours calls
23.6% of Massachusetts locksmith businesses list themselves as open 24 hours. If you take after-hours calls, say so in your profile hours, because Google shows "Closed" in red on a profile that says it is closed. If you do not, list real hours and let missed-call text-back cover the gap, so the caller gets a reply instead of dialing the next name.
How Massachusetts compares
Of the 46 states in our data, Massachusetts ranks 15th for the number of locksmith businesses, 35th for median review count, and 34th for the share with no website, so a website alone will not set you apart here. The review bar is lower than in most of the country, so a few months of asking every customer moves you up fast.
| State | Listed | Median reviews | No site |
|---|---|---|---|
| Massachusetts | 127 | 44 | 17.3% |
| Connecticut | 61 | 51 | 11.5% |
| Maine | 18 | 19.5 | 33.3% |
| New Hampshire | 18 | 30.5 | 11.1% |
| New Jersey | 103 | 67 | 12.6% |
| New York | 363 | 43 | 25.1% |
| Pennsylvania | 182 | 50.5 | 22.5% |
| Rhode Island | 29 | 23 | 17.2% |
What to do first in Massachusetts
- Set a review velocity. One review per job day, asked at the door, moves a 44-review shop past the Massachusetts 75th percentile (95) 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 Massachusetts customers decide.
- Turn on missed-call text-back. Run the calculator with your own numbers to see what unanswered calls cost.
- Then, and only then, spend on ads. Pointed at a profile with 44 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.