I had a similar business that was successful for over 15 years. I sold it to my employees because I wanted to move on.
Almost from the beginning, I had more work than I could handle.
My big piece of advice is to stay as local as possible, to eliminate driving time. Time is money! I was always aware of this, but should have worked harder at it.
Steer clear of discounts, referral bonuses, etc. It's not necessary. People want someone good and reliable, and are happy to pay the going rate. They'll tell others, and others will call. You don't want hagglers and bottom feeders. It's unpleasant, spreads bad feelings and bad talk around, and can literally waste your time.
New tracts of brand new homes are great places to promote. Lots of people will need things done, and everyone is talking with their neighbors about who does what, who to get, etc. They're all networking with each other -- surf that wave!
Certain customers are social kingpins who will give you tons of referrals. Of course, be good to them, and their friends!
Always be cheerful. People appreciate another cheerful person in their lives. Being that person makes it easy for them to call you.
People really do use Angie's List these days.
Church bulletins have always been, and still are, great advertising for local businesses.
Simple website, good SEO, but don't get too hung up on it. Get a few good links from community organizations, etc. Use the Get Listed service at moz.com to get your data into all the directories. It's advertised as an annual service, but you probably only need to do it once, unless your info changes.
Don't game Yelp. Or other reviews. They can and do find out, and will issue the smackdown from hell. You don't have time to mess with a problem like that.
Address any bad review promptly, professionally, and politely.
If you're going to use social media, be very disciplined about it.
Don't screw up and get bad reviews. The secret to my success was always doing a good job, not making mistakes, and not ever having to come back for a re-do. Time is money!