Michael Epps Utley 
People shop for everything online today, and that includes contracting services.
This guide explains what you must know to market your contracting business online.
1. Update Your Website
Your website is central to your digital marketing efforts. The purpose of digital marketing campaigns is to drive people to your site, so it’s essential that visitors find it engaging.
Ensure your website is mobile-first and attractive, with colors, fonts, and images that reflect your brand. It should also be search engine optimized (SEO) so that the right people can find your contracting firm through Google. Also, make it easy for people to contact you and set appointments.
A well-thought-out and developed website reflects your brand, keeps users engaged, and eliminates frustration so people can find what they’re looking for quickly and without friction.
2. Drive Traffic to Your Website Through Google Search
People search for contractors online daily, seeking company information, work samples, testimonials, ratings and reviews, and more. What’s critical is that your business appears at or near the top of local search results. As discussed in the previous section, to do that, it must be optimized for search.
SEO is the process of developing your website in a way that aligns with Google’s expectations (algorithm) so it ranks high in local search results, which will help you generate relevant leads at no cost. While search engines change their rules and algorithms all the time, certain best practices remain key to keeping your site front and center in search results.
Start by selecting the right keywords. Focus on long-tail keywords, which are more descriptive of your business than single terms. Examples include “contractors in Philadelphia, PA,” “commercial flooring contractors,” or “construction companies in Nashville, TN.”
Your keywords help Google understand what your website is about so it can be served up in relevant search results.
Other key SEO tactics include optimizing page load time, using proper subheads, enhancing user experience, and improving navigation. Also, be sure to optimize your metadata, meta descriptions, and image descriptions. All these things send signals to Google that explain what your pages are about.
3. Set Up Your Google Business Profile (GBP)
When Google users search for local businesses, the search engine compiles a list of up to three nearby companies that align with the query. These companies appear in a box known as the local three-pack (or just “Local Pack”).
The results are generated from Google Business Profile information submitted by small business owners. Therefore, it is critical to claim your GBP listing and supply all the required information, including your contact info, photos, address, and more.
In addition to feeding information into local Google search results, people can find critical information about your company in your Google Business Profile, which could encourage them to visit your website or contact you.
4. Generate Leads Through Pay-Per-Click (PPC) Ads
Investing in pay-per-click advertising through Google Ads could generate new contracting business leads.
To get started with PPC, log into your Google Business account and navigate to Google Ads. Next, you’ll be prompted to select keywords. Similar to SEO, focus on long-tail keywords. It will drive better quality traffic to your website and keep your cost-per-click (CPC) relatively low because there is less competition for them.
Next, set your maximum bid (or CPC). It is the highest amount you’re willing to pay each time someone clicks on your ad. Your maximum bid, in part, determines your ad’s placement on search engine result pages (SERPs). Typically, all else being equal, a higher bid will earn a higher ad position.
Next, you’ll set up your campaign assets, including phrases and descriptions about your company.
Monitoring your PPC results is critical. Google will offer recommendations to lower costs and increase click-through rates, making your campaigns more efficient and effective.
5. Get Active on Social Media
Social media is a great marketing tactic for contractors. It allows you to connect with prospective clients directly and can be an effective way to showcase your work and demonstrate your contracting expertise.
The key to a successful social media strategy is to select the right social platforms for your type of contracting business and client base. You don’t need to be on every platform, but you should be on those your target audience uses most. LinkedIn might be ideal if you service other businesses. Visual platforms like Instagram and Pinterest are effective if you provide more creative contracting services to individuals and families.
Once you choose your social media platforms, you can start posting content. Images and videos are often effective for contractors because they allow you to show off complete projects.
Beyond organic posting, you can also run ads and promote posts on social media platforms. This will extend the reach of your content to more of the people you’re targeting.
6. Stay Connected With Email Marketing
Email marketing is a great way to stay in touch with leads and current customers.
Contracting has a long sales cycle, and it’s wise to nurture leads while they’re deciding which service provider to work with. Send them helpful information and offers via email regularly to stay top of mind and move prospects further along the marketing and sales journey. It could be just what it takes to convert prospects into clients.
Using email marketing to stay in touch with previous clients is also a good idea. It’s a great way to be present when they have another contracting project for which your firm might be suitable.
7. Demonstrate Knowledge and Experience With Content Marketing
Content creation is a terrific way to show your knowledge and expertise in contracting, including the latest trends and construction techniques. It also provides an outlet for showcasing the quality of your work and client satisfaction through stories and testimonials.
Beyond this, content is an integral part of other marketing strategies. It helps improve SEO, provides assets to post on social media and material to distribute through email, and answers common questions prospects might have, building your authority.
Get started using content marketing by coming up with topics. They should align with your keywords, provide value to your audience, and present your business in a positive light.
You also need to select the format of your content. Blog posts, videos, infographics, and ebooks are some examples. Select the formats that present the material effectively and that the people you’re targeting engage with. For instance, videos can be great for showing off superior work. Blog posts are effective for demonstrating your knowledge of contracting topics. It’s also important to consider that some people tend to prefer videos and images while others appreciate the written word. Offering a mix is a best practice.
8. Monitor and Manage Online Ratings and Reviews
Online review management is a crucial part of digital success for contracting businesses. People constantly look to ratings and reviews to see how others experience a company, especially for big purchases like contracting services. You must monitor and manage your reviews to ensure prospective clients choose your operation.
Even the best contracting businesses receive negative reviews. Receiving bad feedback isn’t the end of the world because people expect to see a few poor reviews. It's just a part of doing business today. What’s important is how you handle negative comments. Make sure you promptly respond to them in the most constructive and respectful way possible. Make it easy for reviewers to contact you to resolve their issues. Offer substantive suggestions to make things right. Never get angry, and always show empathy.
9. Use Analytics to Measure Campaign Success
The contractor marketing ideas in this guide are not all created equal. Some will be more effective for your company than others. That’s why you need to monitor metrics to determine what’s working and what’s not.
Track things like impressions, clickthrough rate, dwell time, cost per click, conversions, and cost per new client. Watch these different data points to see how your campaigns perform. Over time, you can improve your contractor marketing efforts and generate more leads and additional business.
Contractor Marketing: The Final Word
Like almost every other aspect of life, people today explore their contractor options online. That’s why it’s critical that you market your business and ensure it gets found by people seeking out the services you offer. Leverage the tips in this guide to jumpstart your contractor marketing efforts and take your business to the next level.
