9 Steps To Constructing a Successful Contractor Internet Marketing Strategy
No business can succeed without a comprehensive digital marketing strategy; contractors are no exception. Home builders, HVAC, plumbers, electricians, and other trade professionals must know how to compete in the digital landscape and excel in their field. With Invite Them Home, you will have all the tools in your belt to develop a winning internet marketing strategy. We have worked with landscapers, roofers, rooftop solar installers, to basement remodelers, so we have the tools and know-how to help! Whether you work inside or out, we can help you grow your business from top to bottom.
While many SEO concepts are the same across the board, contractors have some special considerations. Here are a few tips and tricks we’ve proven over the years to manage successful contractor marketing campaigns.
Pro tip – Hire a Pro. We believe that an educated customer is the best customer. However, we realize that there is a difference between understanding and doing. We hope that you read and learn from this blog post, but we also welcome collaborating with you to develop and implement your digital marketing plan.
Table of Contents
- ^What is SEO for Contractors?
- ^Digital Marketing for Contractors by the Numbers
- ^Your Blueprint for a Fool-Proof Contractor SEO Strategy
- ^Step 1: Build Your Keyword Infrastructure
- ^Step 2: Draft Up Your Content
- ^Step 3: Scope Out the Local Landscape
- ^Step 4: Put a Tarp Around Your Reputation
- ^Step 5: Wire Your Email Marketing Campaign
- ^Step 6: Put Your Contractor SEO in 3D
- ^Step 7: Hammer Out Your Pay-Per-Click Strategy
- ^Step 8: Get Your Backlinks Hooked Up
- ^Step 9: Pump Up Your Social Media
- ^You Don't Need a Contract to Get Started With Our Contractor SEO Services!
What is SEO for Contractors?
The concept of SEO is simple – it’s a set of strategies that help improve your website’s visibility on search engines like Google and Bing. When your website ranks highly in search engine rankings, it attracts more traffic. More traffic will lead to increased inquiries and, ultimately, more sales.
Why is SEO Crucial for Contractors?
Why should I hire a digital marketing agency?
ITH provides comprehensive contractor marketing services, including content creation, competitor monitoring, and social media marketing campaigns. Our team of experts continuously monitors and updates your home improvement or business services marketing strategy to improve conversion rates and generate leads.
Digital Marketing for Contractors by the Numbers
- Every month, there are 1.7 million web searches for independent contractors.
- 97% of consumers look online for information about local companies.
- 63% of construction companies use social media and digital marketing to seek out young applicants.
- 82% of companies use content marketing as part of their SEO strategy.
- 79% of marketers use content marketing to generate high-quality leads.
- Companies with blogs generate 67% more leads per month than those without.
- Content marketing costs 62% less compared to traditional advertising.
- Content marketing generates 54% more leads compared to traditional marketing.
Your Blueprint for a Fool-Proof Contractor SEO Strategy
Step 1: Build Your Keyword Infrastructure
Aiming for Long-Tail Keywords
Long-tail keywords are search-term phrases typically composed of three to four words, or more. These keywords are far less generic than single-word search terms, making them more targeted and less competitive. For example, instead of targeting “HVAC company,” a long-tail keyword could be “emergency AC company in Los Angeles.”
Why does this matter to you as a contractor? Long-tail keywords allow you to reach users who know exactly what they want and demonstrate a more defined search intent. These users are more likely to convert into actual paying customers, thus driving qualified traffic to your site and resulting in higher return on investment (ROI).
Digging Up Keywords
We brainstorm with your team to develop a list of effective long-tail keywords and phrases and source ideas from online forums and competitor websites. We also utilize our professional software subscriptions that give us insight into the hardest-hitting keywords in your industry.
Several tools can take your long-tail keyword research to the next level. Keyword research platforms such as Spyfu, Ahrefs, Serpstat, and Semrush can help us analyze the effectiveness of your chosen keywords.
These tools share valuable metrics that can guide your keyword choice. For instance, they reveal the monthly search volume for each keyword, the average cost-per-click (CPC) if you will be advertising with Google Ads or other sources, and the competitiveness of individual keywords. These insights can assist in determining if a keyword is worth targeting and how it can impact your overall SEO strategy.
Look here for more information about our keyword research services.
Step 2: Draft Up Your Content
Longer posts tend to rank more favorably on Google and Bing, thus gaining more online visibility. They can also appear in Google’s in-depth content feature. Crucially, longer content tends to grab the reader’s attention, ensuring they spend more time on your site, and even gather more inbound links, which play a key role in Google rankings.
Contractor Blogs
Blogging is the way to go if you want to position yourself as an authority on topics relevant to your contracting business.
Seasonal content, such as preventive maintenance guides and checklists for each season, is a fantastic way to keep your audience engaged. Do-it-yourself (DIY) repair guides can assist in cost-saving and position your business as customer-first, primarily if they focus on minor repair works homeowners or maintenance staff can do themselves before reaching out to you for service. These articles can also feature “When to call in a Pro” content.
You will also use blog posts to highlight deals and rebate information, especially regarding government or tax-break incentives for HVAC, roofing, and other home-improvement efficiency standards. This content can be a valuable resource for customers and might boost your visibility.
Contractor Success Stories and Community-Focused Articles
One of the most potent content types is local success stories. Do an in-depth story on interesting and challenging projects. Talk about the customer, their needs, the challenges of the project, and ultimately the project’s success. This helps to localize your content and allows prospects to put themselves in their shoes and see how you can benefit them.
Moreover, you can also score big with fun and informative posts like the history of air conditioning or other topics relevant to your industry. This can attract shares and links back to your site.
Frequently Asked Questions (FAQs) can help expand the content on your service pages and address vital customer queries.
Local content is another great idea. Not all content on your site needs to be solely about your industry; adding content dealing with your community is beneficial. This content can showcase your community connection, highlighting your involvement with local schools, programs, or any news you wish to share.
You can also collaborate with other businesses like real estate agents, construction companies, or even other trade contractors for content generation. Collaborations can help in building links, further enhancing your blog’s visibility.
Take a look at our content creation services to ensure you’re getting the most from your posts.
Step 3: Scope Out the Local Landscape
In this digital age, where most prospects are finding contractors online, it’s essential for businesses to leverage local SEO’s power for optimized lead generation. Since 87% of consumers use Google to check out local businesses, this is not a frontier to be ignored. One of the critical factors in local SEO is ensuring that your Google Business Profile is meticulously maintained and regularly updated.
Your Google Business Profile should include as much information as possible, as this plays a significant role in Google’s algorithms. Remember, less is not more when it comes to Google.
Here are some best practices for your Google Business Profile:
Solicit 5-star reviews from satisfied customers.
Reply to all reviews, whether they are positive or negative.
Keep your hours of operation updated and accurate.
Provide a brief and compelling description of your HVAC services.
Use your actual business name, not your keywords, to avoid penalties from Google.
Use a local phone number to signal your local business presence to Google.
Include high-quality photos and videos that best portray your services.
As a contractor, your audience is highly location-based, even if you have multiple locations. Local SEO will help you target the right audience and attract the right traffic, which means a higher conversion rate and a better ROI.
For more information about the importance of local SEO, look at our local SEO services.
Step 4: Put a Tarp Around Your Reputation
Customers don’t merely stumble upon businesses like they used to in years past. Instead, they actively look for services online based on the quality of reviews and ratings. Research reveals that 93% of consumers’ purchasing decisions are influenced by online reviews, making online review management a cornerstone of any digital marketing strategy.
Review management is a strategic approach to elevate your digital reputation by tracking, responding to, and leveraging online customer reviews. Even without an established online presence, almost every business has been reviewed somewhere on the web. These reviews, complimenting or criticizing your service, significantly influence potential customers.
Online reviews increase your visibility in local search engine results by generating content for your website. They enhance your credibility by showcasing the quality of your work through previous customers’ experiences. Most importantly, they establish trust – a crucial factor for a prospective customer considering a potentially costly home renovation project.
Generating reviews
A key piece of online marketing is generating reviews. To get your customers to leave (ideally positive!) reviews, make the process easy and appealing for your clients. Establish an easy-to-use review widget on your website, send personalized review requests to previous clients, or incentivize reviews with discounts on future services.
As reviews start trickling in, establish a system for regular monitoring. Tools like Google Alerts or dedicated review management software can help you stay on top of new reviews.
Responding to reviews
Each review, positive or negative, requires an appropriate response. Gratitude suffices for positive reviews, while negative ones demand a more delicate approach. A well-crafted response can turn a negative review into a positive learning experience, demonstrating your commitment to customer satisfaction.
Step 5: Wire Your Email Marketing Campaign
In the construction industry, you need a way to reach potential customers directly with personalized information. That’s where email marketing comes in. Studies have shown that email marketing leads to 50% more leads at 33% less investment than traditional marketing strategies.
Here are some practical tips to get started:
Create Your Email List
First and foremost, you need to compile an email list. This could include past and existing customers or potential clients who have signed up for updates. Encourage people to sign up through your website, social media, or in-person events.
Keep It Personal and Targeted
Email marketing allows you to send content tailored to your customers’ needs and interests. You can send relevant offers and information by segmenting customers based on demographic information or lead status, ensuring a higher engagement rate.
Make sure your emails exude your brand identity. Use a recognizable company email address, include your company’s colors, and select images and graphics that align with your brand.
Not everyone has the time or patience to read long emails. Make your emails scannable by allowing readers to pick out valuable information at a glance and use images and graphics to provide visual interest.
Avoid Spam Triggers
Keep your emails out of the spam folder by avoiding trigger words like ‘free’, ‘win’, or ‘special offer’. While spam filters consider more than just the subject line, they are still factors that can impact deliverability.
Automate Your Process
Automation software can streamline your email marketing process and provide valuable insights into metrics such as open and bounce rates. An efficient process can increase reach and awareness for your construction company.
Include Clear Calls-to-Action
The point of any campaign is to get the potential customer to make a move. Clear and compelling calls-to-action can significantly improve conversion rates.
Invite Them Home can help manage your email campaigns as part of our contractor marketing services.
Step 6: Put Your Contractor SEO in 3D
Why is photo and video marketing critical? The answer lies in building trust with potential clients. It allows your audience to connect with you, appreciate the quality of your work, and see your expertise in action before they meet you. The feeling of familiarity they get from watching your videos makes them more comfortable in your hands as a service provider.
Before and After Gallery
One effective way to demonstrate the quality and impact of your work is through before and after photo galleries. Whether simple repairs, extensive renovations, or full-scale additions, a client’s project often represents a significant investment. As such, potential clients need reassurance that their investment will yield the desired results. Presenting a clear, visual record of your projects through before and after photo galleries can showcase your expertise and instill confidence in your potential clients.
To create these compelling stories of transformation, ensure to start taking photographs right from the inception of each project. Document each stage of the project, ending with a high-quality photo of the final masterpiece. Add captions to each photo to make the journey even more informative for viewers. Describe the work in progress and explain your objectives.
Drone Footage
According to SEO giant Semrush, YouTube had 1.3 trillion visits in 2023, 84% of which was direct traffic. What does this have to do with you? Construction companies can get remarkable benefit from featuring drone footage of a worksite. With an average person watching up to 100 minutes of videos per day in 2020, videos are far more captivating than still images, long captions, and graphics. Videos allow you to depict your completed projects better, providing a more enjoyable and informative viewing experience for potential clients.
Consider establishing a YouTube channel, and featuring the content on your website and social media. Need help with that, learn more here.
Step 7: Hammer Out Your Pay-Per-Click Strategy
As a contractor, growth is always at the top of your mind. You want to take your business from a small-scale operation to a force to be reckoned with in the plumbing, HVAC, roofing, landscaping, or other trade. Traditionally, word of mouth and referrals might have been enough to secure new business, and that will continue to play an important role, but in this digital age, you need more.
While organic traffic is always best, Pay Per Click (PPC) advertising may be your ticket to reaching a vast audience in record time. The top 3 PPC ads comprise 46% of all clicks on the search result page. With PPC, you see immediate results. If your website isn’t showing up on the first page of SERPs, you’re losing out on a wealth of potential customers.
PPC is a paid search advertising where advertisers only pay a fee when their ad is clicked. PPC allows you to target your audience directly. You can specify demographics, keywords, interests, and locations. PPC may be a great option if you need quick results without breaking your budget.
There’s more to PPC than just throwing money at your campaign. Search engines like Google use Ad Auction, an automated process that determines the relevance of the ads that appear on their SERPs.
ITH targets your potential customers using specific keywords and phrases and leads them to a custom-built landing page. A well-crafted landing page not only increases your ad quality score and reduces costs but also significantly increases the profitability of your PPC marketing campaign.
Step 8: Get Your Backlinks Hooked Up
When a high-authority website in the construction field links back to your site, it signals trust and credibility to search engines. This perception of your website as an authority in its niche translates into better SERP rankings. Additionally, visitors who reach your site via these links are more likely to convert as they see you as a trusted source. One way to encourage links is by adding a socoal sharing feature to your content pages. This helps visitors easily pass on your interesting content to others who have an interest.
However, building impactful backlinks is more than hitting a quota; it involves collaborative strategies with other related sectors such as architecture, engineering, and interior design.
Content marketing is also a significant factor in building backlinks in construction. Over time, you can attract organic links by creating in-depth guides, data-driven studies, videos, or other content types valued by audiences.
Step 9: Pump Up Your Social Media
You may be surprised that an digital marketing agency would advocate for social media marketing. In fact, the trades and social media are the perfect mix. As a contractor, you’re driven by dependability, integrity, and client communication. You can foster these pillars through social media marketing.
The goal is to be where your potential customers are and assure them of their decision to hire you. According to Forbes, 76% of social media users have made a purchase based on something they encountered on social media. It’s a golden chance to present your brand in an appealing light and simplify your potential clients’ decision journey.
But why should contractors use social media?
Social media platforms are a goldmine of insights for contractors. They help understand what residents and businesses expect from a contractor, what services they need, and the factors influencing their choice of a contractor. With this valuable feedback, you can tailor your services to meet your target audience’s needs, thus growing your client base.
Moreover, with social media marketing, your brand can gain more visibility, become more relatable, and carry out highly targeted ad campaigns. As your followers and their network share your content, your brand reaches a wider audience. Furthermore, your brand becomes more relatable as you engage your audience in conversations and share behind-the-scenes glimpses, making them feel part of your brand story.
Invite Them Home can show you how to harness your brand story, humanize your brand to your audience, and draw in clients on social media.
You Don’t Need a Contract to Get Started With Our Contractor SEO Services!
As a contractor, you are an expert in your trade. We are experts in ours. When you reach out to Invite Them Home, you will be shown the hard facts with personalized graphs and charts showing where your website falls short. Your first meeting with us is a completely free, no-obligation consultation.
Learn why ITH is known as a top general contractor and HVAC marketing agency. Contact us today to see how to demolish your competition and construct a successful custom contractor SEO strategy!
