Where your competition is in Michigan
The largest concentrations of locksmith businesses in our Michigan data are in Grand Rapids, Detroit, Dearborn, Rochester Hills, Taylor, Lansing, Traverse City and West Bloomfield Township. 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
In Michigan, 31.7% 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 Detroit searches are not in that group. They are near 246 reviews and they ask every customer.
The website gap in Michigan
28.8% of Michigan locksmith businesses list no website on their Google profile, more than the national 22.2%. Nationally, locksmith businesses with a website have a median of 67 reviews against 15 without. A five-page site with tap-to-call and a page per service is the cheapest gap to close.
Hours and after-hours calls
15.1% of Michigan 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 Michigan compares
Of the 46 states in our data, Michigan ranks 13th for the number of locksmith businesses, 24th for median review count, and 8th for the share with no website, which leaves more room than most states for a shop that builds a real site. The review bar sits in the middle of the pack.
| State | Listed | Median reviews | No site |
|---|---|---|---|
| Michigan | 139 | 60 | 28.8% |
| Illinois | 156 | 56 | 17.9% |
| Indiana | 107 | 41 | 23.4% |
| Iowa | 52 | 61.5 | 21.2% |
| Kansas | 41 | 35 | 24.4% |
| Minnesota | 87 | 65 | 24.1% |
| Missouri | 102 | 52.5 | 17.6% |
| Nebraska | 46 | 75 | 15.2% |
| North Dakota | 15 | 41 | 13.3% |
What to do first in Michigan
- Put up a real website if you are in the 28.8% without one. Service pages, city pages for Grand Rapids, Detroit, Dearborn, tap-to-call on every screen.
- Set a review velocity. One review per job day, asked at the door, moves a 60-review shop past the Michigan 75th percentile (136) 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.
- 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 60 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.