Digital Marketing for Contractors: 7 Essential Marketing Tips for Success

Want to learn some of the best tactics for online marketing for contractors? Just keep reading!

1. Create a Visual Online Presence
Homeowners and businesses want to see exactly what they’re getting when they hire a contractor.

They’re interested in the projects each contractor has completed in the past and how they were executed. While you can write about these projects on your site, photos and videos are far more convincing.

Include photos of past projects throughout your site and consider dedicating a page or two to a gallery-style portfolio.

You can also create videos to show potential clients how you’ve completed specific projects, especially those that were complex or presented challenges.

As part of your contractor marketing strategy, consider adding interactive communication tools on your contact or estimate page. This makes your site more engaging and allows clients to visualize your work, which might be the final push they need to reach out to you.
2. “Before and After” Galleries
Contractors are responsible for delivering what clients request at a reasonable cost, whether it's additions, repairs, or renovations.

Potential clients want to be assured that you’ll do a great job, and a photo gallery showcasing a home or office before and after your work can be the perfect way to reassure them.

Why before and after? Because this is the best format for demonstrating how you address a wide variety of issues.
Start taking pictures at the beginning of each project and keep snapping through each stage, ending with a photo of the finished product. Add captions to each photo describing what’s being done and what it’s meant to achieve.

Before taking photos for this marketing tactic, be sure to check with the home or business owner. Posting photos of people’s properties without their permission is not advisable and won’t do your business any favors.
3. Write original content tailored to potential customers
One of the primary goals of Internet marketing for contractors is to generate leads. However, you can’t generate leads without providing valuable information. Potential clients go online to research their options and gather general information about hiring contractors. Your site should offer everything they need.

Create pages that answer specific questions and address common concerns. These pages should mention your services, specialties, and any other information that might attract clients. Be sure to implement search engine optimization (SEO) so your content can be easily found on search engines like Google. Then, include a call to action encouraging readers to fill out a contact form, allowing visitors to leave their name, address, and email, along with an optional field for additional information.

If you're unsure what to write about, looking at industry trends and contracting statistics is a great place to start.

By providing valuable information, you demonstrate to site visitors that your company is a reputable resource for answering their questions. As you build that trust, they’ll be much more likely to contact you.
4. Maintain a Blog
To build a relationship with your target audience and stand out from other contractors, start a blog and add new posts regularly. Cover topics like the latest trends in office renovation or tips for completing certain DIY projects without professional help.

Sometimes, you don’t lose business to another contractor, but to property owners who prefer to do the work themselves. They start projects knowing they lack the experience and expertise of a contractor, so they look for blogs and how-to guides for advice. You might think providing this kind of content could hurt your business, but it can actually generate more revenue in the long run.

Many DIY projects are relatively short and simple, doable by novices with the right guidance. When a small project is successfully completed thanks to your tips, the DIYer will see you as a reliable source of information. Then, when they face a larger project they can't handle alone, they’ll know exactly who to turn to.

By starting a blog with ideas for easy DIY projects, like building a bookshelf or adding kitchen storage, you can build a following. A blog is also an excellent place to showcase before and after photos as part of your contractor marketing plan.
5. Film How-To Videos
The most successful contractors have a strong background with varied experience. This isn’t always apparent in an initial consultation or through word of mouth, but it can be clearly demonstrated with a series of how-to videos for people who want to complete some home projects on their own.

These videos don’t have to be very long—5-10 minutes, depending on the scope of the project—but they should cover the kinds of projects popular with DIY enthusiasts. Use a reliable camera for high-quality sound and video, or hire a professional videographer. Post the videos on your website and expand your reach by sharing them on guest blogs, YouTube, and social media. You'll entertain and inform viewers while showcasing your firm's expertise.
6. Publish Testimonials
Testimonials and reviews play a crucial role in digital marketing for general contractors. Many people rely on recommendations and review sites to choose a contractor, with 75 percent of consumers trusting online reviews as much as personal recommendations. A good testimonial can significantly enhance your marketing messages, so include them on your website and other online platforms.

After every project, ask clients for feedback. Inquire about their experience with the workers, the project's pace, their satisfaction with the results, and whether they would hire you again. Positive testimonials can build trust with potential clients, but always get permission before publishing them on your site or other marketing channels.

7. Share Your Expertise
A potential client will only contact a contractor if they believe the contractor has the necessary expertise and reliability. While previous clients can vouch for you, participating in discussions on social media and online forums allows prospects to see firsthand that you know what you’re doing.

Engage in ongoing discussions related to contracting services without promoting your business directly—just answer questions and share your opinions. You could also host a Q&A session on social media, inviting questions on your Facebook page or creating a hashtag for Twitter followers. This approach showcases your knowledge and increases your visibility among future clients.