Why Contractors Should Invest in Online Marketing

As a contractor, your job is not a glamorous one. You likely spend most of your days in well-worn work boots or slogging through endless amounts of paperwork, permits, and receipts. Yep, a contractor’s work is not for the lazy – or the faint of heart.

So who would want to get a peek inside your world? Surprisingly, a lot of folks! You likely receive a large portion of your workload from referrals. People are talking about you — the quality of your work, your professional appearance, and your reasonable prices. So it’s time to get online and spread the word even further.

5 Reasons Why Contractors Should Invest in Online Marketing

Yes, online marketing is an investment. But it’s one that’s well worth your attention. Here’s why.

1. Online Reviews Attract Business

One local consumer survey cites that “84% of people trust online reviews as much as a personal recommendation.”

Whether your customers are reviewing you on Facebook or Google, they are your spokespeople – the ones that new prospects trust to provide honest reviews of your services. Without these powerful reviews, potential customers may shy away from signing you on for their next project.

In fact, the same survey states that “54% of people will visit [your] website after reading positive reviews.” If you have yet to launch your site, now is the time!

2. Your Website Is More Than a Business Card

A clunky, outdated website screams “unprofessional.” Your site is a powerful, lead-generating tool when used wisely. A modern design accented with helpful information, such as positive reviews, how-tos, and downloadable content positions your company as a leading authority.

When it comes to construction, no one wants a shady contractor with questionable abilities. Investing in a high-quality website proves to your visitors that you believe your company is worth investing in, so they should, too.

contractor online marketing

3. Online Ads Give You More Bang for Your Buck

According to a 2016 study from WordStream, the conversion rate for contractors using Google ads is 2.58%. That’s higher than the retail industry (1.91%)! That means for every 100 persons viewing your ad, 2 or 3 people are clicking on it.

Now, compare that with advertising in a local paper or guide. Last time you placed an ad, did you receive 2 or 3 phone calls for every 100 people that saw it? Not likely. (That means that for a paper that has a circulation of 20,000, you would have received over 500 phone calls. I’m betting you didn’t.)

4. Social Media is a Powerful Tool in Your Belt

online tools for construction contractorsAs a contractor, you likely have a tool crib the size of Rhode Island. However, you always have your go-to tools — the ones you use every day and wouldn’t think of heading to the job without.

Digitally speaking, social media is that go-to tool. You shouldn’t think of marketing without it. Granted, gaining visibility on social media is proving to be more of a challenge that it was when still in its infancy stage. However, this is the place where you get to showcase not only the quality of your work but your professionalism and courteousness.

Now, that’s not to say that you need to be on every social media platform. You may find that most of your prospects are hanging out on Instagram or Facebook. Go where your potential clients are.

The bottom line is this: if potential customers are trying to make a decision between calling one contractor versus another, they’re going to call the one whose customer service and professionalism is showcased on social media platforms.

5. Your Work is Visually Appealing

There are some industries that are difficult to put into pictures. Big data companies and others selling non-tangible goods have to rely on different means to tell their stories.

You, though, have the advantage of compelling visual storytelling right at your fingertips. All it takes is a few snaps with your phone and you can display your craftsmanship. Are you laying new flooring? A time-lapse video can be a great way for your customers to see before and after pictures, as well as the efficiency with which you work.

Don’t forget to share your photos on social media and on your website!

So, now it’s time to roll up your sleeves and start getting to work!

Need help with your online presence? Lucky you! That’s our thing! Contact us today to see how we can help.

Do you have questions about your digital marketing strategy? Let’s start a conversation. We’d like to show you how Seapoint Digital can help you make your efforts successful!


Pamela Keniston is a guest author for Seapoint Digital. She has been a small business owner since she was 18 years old. She currently operates Elle Digital Management, where she incorporates project management, digital marketing, and strategic planning to help businesses succeed. In the past, she has assisted Fortune 500 companies like Berkshire Hathaway in their marketing efforts. Pamela is fluent in French (and speaks a little Swahili as well).