Don’t Sacrifice Valuable Leads By Neglecting Your Digital Presence
Are you still relying mainly on word of mouth to bring in business? Has it been years since you’ve dusted off your website or your social media profile? If so, you’re likely losing out on valuable leads in your local market.
In the competitive local construction industry, a solid digital presence is key to gaining an edge. Whether you’re a remodeler, a deck builder, or a commercial roofer, it’s important to appear online where your customers are. That will help you become their go-to resource when they need work done — especially in the residential sector.
At EDJE, we work with local contractors around the country to help them solve their biggest digital marketing challenges. We know you’re busy, and you want proven strategies that get results. That’s why we’ve put together this guide on how to develop a digital marketing strategy that works for you.
First Things First: Build a High-Quality Website
Think of your website as the digital welcome mat for your business. It’s the place where you let people know what you do and why you’re the most qualified to do it.
Sure, users can call you for information. But their time is limited, and that extra step is one that some may not take right away. That’s why it’s important to give them the information they need to make an informed decision up front, then guide them to the next step.
A good construction contractor’s website will include several key elements:
• A professional design. A high-quality, modern website design is like a visual handshake. It creates a strong, positive emotional impression on your users.
• A showcase of your work. A visual portfolio is vital in the construction industry. Show off what you’ve done to build trust and drive engagement.
• Clear pricing information. When possible, be clear about your pricing structure and policies. Transparency gives users confidence and empowers them to follow through.
• Warranty information. Hiring a contractor is a huge investment and risk. If you have a warranty, highlight it to give your customers peace of mind.
• Dedicated service pages. If you offer distinct services, create separate pages for each of them. This will help with your search engine optimization.
• Clear calls to action. What do users need to do to take the next step? Make it as clear as possible.
How EDJE can help: Want to dive deeper? Read our guide to creating a high-quality small business website. If you’re ready to freshen up your web presence, explore our custom website design services.
Search Engine Optimization (SEO): Get Your Website Found
People worldwide use Google for more than 5 trillion web searches per year. This represents a huge opportunity for businesses to answer the questions people are looking for in their area.
If you’re a local construction contractor, you want to appear in searches when people look for construction services in their area. Think of terms like “roofing contractor near me,” or “deck builder in (your city).”
Strategies to do this include:
• Creating a Google Business Profile (formerly Google My Business). This free profile will help you show up in Google searches and on Google Maps, sharing details like your phone number, website, and services. A fully optimized profile is a key way to drive local leads.
• Optimizing your website for local searches. Your website should target the questions people are asking Google about your services. Conducting keyword research and using specific terms for your services and service area will help your website rank higher in search results.
• Starting content marketing. Blogging is a way to help your website stay fresh while showing your customers (and Google) your expertise on your topic. Creating fresh content about the questions your users are asking already will help you become a trusted expert.
How EDJE can help: SEO is at the heart of our web design and digital marketing strategy. We make sure your content is easily accessible to search engines. We also use keyword research tools and tracking programs, like Google Search Console and Google Analytics, to identify target searches and boost your rankings.
Social Media & Online Reviews
Facebook, Instagram, LinkedIn, TikTok — with so many options, social media can be an intimidating place to start if you’re not familiar with it. But it can also be a rewarding way to connect with your customers. It’s a place you can post updates and also engage with your customers on a more personal level.
Social media is also very visual, giving you more opportunities to showcase your work. Choosing profiles where your users are and keeping them up to date will help you grow your audience. For example, a deck builder or kitchen remodeler can use Instagram to show off beautiful before-and-after photos. If you market to other businesses, LinkedIn might be a better place to make those connections.
Your social media profiles can also show up in search engine results pages when people search for your brand, giving you opportunities for even better visibility online beyond your website.
Platforms like Facebook also offer opportunities for customers to leave reviews. People trust what other real people have to say about a business’s services. Asking customers to leave reviews on your Google profile, Facebook profile, and any other profiles (such as Yelp, Angi’s List, or Houzz) will help you build proof that you do quality work. A large number of high-quality reviews can also help boost your Google Business Profile in search.
When you get a review, it’s important to respond, whether the review is positive or negative. This shows that you’re active and care about what your customers think. Want to learn more about how to ask for reviews? Explore our guide to Google reviews for your small business.
How EDJE can help: Our digital marketing experts are well-versed in social media strategy and review management. Whether you’re looking to find the right platform for your business or need to get more customers to rate you, our digital marketing team can help.
Paid Ads & Email Marketing
Paid advertising is a key way to get in front of potential customers and track your return on investment in real time. Google search ads help you appear at the top of search results pages, where it’s prime real estate to get your brand in front of people looking for key terms related to your services. Social ads are another popular way to target users in specific areas or with specific interests across platforms on Meta (Instagram & Facebook) or LinkedIn.
However, don’t underestimate the power of display ads. Especially if you’re a residential contractor, placing visually-driven display ads on other websites and apps can be a powerful way to capture interest. This gives you an opportunity to connect with your target audience in a visual way.
Meanwhile, email marketing helps you maintain interest with people who want more information. Asking them to sign up for newsletters or resources can help you gather contact information to let them know more about your services later.
How EDJE can help: We run paid advertisements and email campaigns for a wide variety of industries. We’ll sit down and look at your market, your goals, and your competition to determine the best strategy for you.
Ready To Start Growing Your Construction Business Online?
If you’re a local construction contractor who’s ready to use the power of digital marketing to start getting leads, EDJE is ready to partner with you. Whether you need a new website or want guidance on the best digital strategies for your business, we’ll work with you to grow your business. Contact us to learn more about how we can help.