Where your competition is in Wisconsin
The largest concentrations of locksmith businesses in our Wisconsin data are in Milwaukee, Madison, Green Bay, Appleton, Eau Claire, La Crosse, Kenosha and Waukesha. 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 Milwaukee.
The map pack in Wisconsin
Google shows three businesses in the map pack for a search like "locksmith business near me" in Milwaukee. In Wisconsin the shops that hold those spots usually sit near the 90th percentile, 296 reviews, not the median. 28.3% of Wisconsin locksmith businesses have passed 100 reviews; the other 71.7% are competing for whatever is left below the fold.
The website gap in Wisconsin
A website is the clearest marker of a locksmith business that is going to compete for the map pack, and 18.2% of locksmith businesses in Wisconsin do not have one linked. Across the country the median review count with a site is 67, without one 15. If your shop is in the 18.2%, start there.
Hours and after-hours calls
21.2% of Wisconsin 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 Wisconsin compares
Of the 46 states in our data, Wisconsin ranks 21st for the number of locksmith businesses, 36th for median review count, and 30th for the share with no website. 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 |
|---|---|---|---|
| Wisconsin | 99 | 44 | 18.2% |
| Illinois | 156 | 56 | 17.9% |
| Indiana | 107 | 41 | 23.4% |
| Iowa | 52 | 61.5 | 21.2% |
| Kansas | 41 | 35 | 24.4% |
| Michigan | 139 | 60 | 28.8% |
| Minnesota | 87 | 65 | 24.1% |
| Missouri | 102 | 52.5 | 17.6% |
| Nebraska | 46 | 75 | 15.2% |
What to do first in Wisconsin
- Set a review velocity. One review per job day, asked at the door, moves a 44-review shop past the Wisconsin 75th percentile (109) 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 Wisconsin 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.