You know your trade inside and out, but how comfortable are you with marketing your general contracting business?
Attracting potential clients, engaging with your customer base, and developing an online presence may not come as naturally to you as managing a project or running a job site. But marketing for contractors doesn’t have to be complicated or overwhelming.
Use these expert-backed tips and strategies to create a plan that works for your business, budget, and brand.
12 online marketing strategies for contractors:
1. Create a website
A website is like a business card. It goes a long way in building your online presence and generating brand awareness.
If you’re really looking to scale your business, you should look at having a professional website.
The best part is that it can be both simple and straightforward. As Phil says, “People go to a website mostly because they want to know two things: How much is this going to cost, and when can you do it? And so having a website allows for people to go there and find those two things.”
At the very least, your website should tell potential customers:
- Who you are
- What you offer
- Which areas you service
- How to book an appointment
- How to contact you
But it can also be used to:
- Showcase reviews from satisfied clients
- Let prospective clients request work Support online booking
- Process online payments
- Answer FAQs and provide helpful content
- Outline your guarantees, policies, and terms
- Share pictures of work you’ve done
- Post open positions in your company
- Promote marketing initiatives
- Link out to your social media pages
How complex your website is depends on what you want to use it for. Just remember, you can always start small and add more pages and features as needed.
Still, building an entire website may seem like a lot of work. But using Jobber’s website-building software, it doesn’t have to be.
Jobber has this new feature where you could actually build a website from within Java, and it is super easy.
I actually did it for our business, and it’s a very small website, but what’s great about it is that you can send it out to potential clients, you can connect it down to your Facebook, your social media channels, and clients can go and they can submit their information and the information is then put directly into Jobber. So it really makes that whole process seamless. And you can have a website up by the end of the day.
2. Use Google Ads
When a potential client is looking for a general contractor to help with a project, one of the first things they’ll do is a Google search. It’s where they can find information about contracting businesses nearby, see reviews and testimonials, and get more information about services and costs.
Google Ads gets you in front of these customers more often and more effectively, helping you to fill out your schedule and increase revenue.
Google Ads is made up of different ad types, including:
- Search ads: Paid ads that show when someone searches for your business or service on Google.
- Local Services Ads (LSAs): Ads linked to your Google Business Profile that show next to a map when someone searches for your business or similar services in a specific location.
- Display ads: Banners and sidebar ads for your business that appear on other websites.
- Video Ads: Appear before, during, and after YouTube videos.
- Performance Max Ads: Blend multiple ad types at once to optimize performance.
The type of ad you use and how much it costs will depend on your goals, but you can expect to pay between $0.10 to $50 per interaction, such as a view, click, or booking.
If you aren’t sure where to start, search ads and LSAs typically work well for service providers.
What makes a good Google Ad is direct, specific messaging. Let’s just say if it is ‘roof repair’ or ‘emergency services,’ having that copy specifically address that service or that need of the user.
That means using words directly related to your business, the services you offer, and your location in ads to get in front of people who are the most likely to book.
For example, emergency plumbing services in Boston or affordable Miami lawn mowing.
Pro Tip: To use Google LSAs, you’ll need to claim and complete a free Google Business Profile. When you do, ensure you fill out the most important information, such as your business name, location, service, and hours. The more detailed your profile, the better your ads will be.
You’ve got to make sure that you have your cover photo up there with your logo, make sure you have a phone number, a website, and then make sure that you’re posting on there.
3. Prioritize local SEO
Local search engine optimization (SEO) involves creating location-specific content to help your business appear in search results when potential customers search for services in your area, like on Google.
It can be content on your website, Google Business Profile, social media pages, directories, and anywhere else you build your online presence.
As part of your local SEO strategy, be sure to include your industry, location, and any specialization on your website, business directory listings, social media, and other content. That way, prospective clients looking for your services in a specific area will be more likely to see information about your business. For example:
- Commercial HVAC in Denver
- Weekly cleaning services in Chicago
- Organic lawn care services in Austin
Some versions of this, like on your website, will be longer and include a full list of services. In other places, like a business directory, it may only give you enough room for a short description.
The more you associate specific location-based keywords with your business and services, the more it signals to Google that you’re a legitimate service provider in a specific location.
No matter where it is, your local SEO content should:
- Be consistent. Your business name, hours, services, location, and contact information should be the same across all content to develop authority.
- Include your service area. The name of your city or town helps search engines understand which users your services are relevant to. Without it, it may suggest your business to potential clients outside your service area.
- Be clear, correct, and up-to-date. The easier it is for users to access your information, the more likely they are to book a job. Your business information needs to be easy to understand, free of errors, and updated regularly to keep it as relevant as possible.
If you invest in SEO, you could have potential customers coming into your website or whether it’s day or whether it’s night or whether it’s the weekend, even in slow periods when you’re looking for more business.
READ MORE: SEO for contractors
4. Try social media marketing
Having a social media profile for your business can be a great way to attract leads, engage with existing customers, and promote new services.
For example, a professional Instagram account or Facebook business page.
If you want to focus on branding, brand awareness, retargeting, Facebook is the platform for you.
Think of it as a passive way to connect with potential and existing customers while staying top of mind. It’s less invasive than a knock on the door or a phone call, but an impressive before-and-after image of your last job, or a post detailing a special offer, can leave a lasting impression.
This not only keeps your business top of mind for future jobs, but also boosts word-of-mouth referrals, builds brand awareness, and helps encourage repeat customers.
What I’ve seen work before specifically is a special offer, limited time financing available, or some type of giveaway or contest works really well on Facebook.
Other platforms, like YouTube, Instagram, and TikTok, can also work well for contracting businesses. Try out a couple of options to see what you feel most comfortable with and what works for the services you offer before investing too much time in it.
READ MORE: Facebook post ideas for contracting business owners
5. Use lead generation platforms
Lead generation websites like Thumbtack or HomeAdvisor can help you connect with customers in need of your contracting services.
Each platform has its own process and fees, but typically, you:
- Create a service provider profile outlining what you do, where you work, and what you charge
- Get matched with leads based on your services and location
- Pay a fee per lead or booking, depending on the pricing model
- Communicate with the customer through the platform and schedule work
- Collect reviews to build trust and authority
These platforms work to bring in new leads, develop your online presence, and build your reputation through completed jobs and happy customers.
6. Join local business directories
Even if you don’t want to run Google Ads, claiming your Google Business Profile should be at the top of your priority list when it comes to contractor marketing.
It’s a free way to take up online space and get in front of prospective customers who are looking to book a job with someone like you.
READ MORE: How to attract more visitors to your Google Business Profile
Aside from a Google Business Profile, you can also look into:
- Yelp
- Yellow Pages
- Bing for Business
- Angi
- Nextdoor
It’s free to claim and create a profile on each of these platforms, and once you do, your business will be listed in the directory, allowing potential customers to see you when they search for what you offer.
7. Build relationships
Building relationships with other tradespeople, suppliers, building inspectors, or developers is an effective and free way to market your contracting business.
Partner up with someone who does good work, you maybe you’re friendly with and say, look, I’ll promote your business if you promote mine when I’m doing these jobs.
For example, if you’re working on a new project and need a painter, reach out to someone in your network you know and trust. Then, if they come across a client looking for a general contractor to help with a renovation or building project, they’ll be more likely to send them your way.
Professional referrals like this often result in long-term, reciprocal relationships and add to your reputation as a reliable, trustworthy, and high-quality service provider.
8. Leverage influencer marketing
Influencer marketing doesn’t have to be done with celebrities or people with 1 million social media followers.
An influencer is just someone who influences a buying decision. So your grandma’s knitting club. Betty says she got this guy to do her gutters, then you might get 10 conversions out of that one. We’re going to call her an influencer. She influenced the buying decision.
For example, if you’re building a deck or doing a renovation project in a busy neighborhood, ask whether they’re comfortable:
- Posting about your service in a community Facebook or Nextdoor group
- Having a sign on their lawn while you work
- Sharing a photo of the job on their social media
You can offer the original customer and anyone else who books in that neighborhood a small discount to increase bookings and leverage even more customers as influencers.
9. Participate in community events
Community events like fundraisers and festivals make for great marketing opportunities.
For example, you can donate items, like Richard Grove does: “We’ll provide a prepackaged, little kit to give away and be raffled off for charities and things like that.”
Or you take Adam Sylvester’s advice and join a local parade: “Parades are almost always free to enter, and you can get your whole team together on a Saturday morning parade down the main way, throw candy out. Everyone sees your van, everyone sees your company, your brand, and it’s a good time. And also it’s a great way to get your brand out and eyeballs on your brand without costing anything.”
They also position you as a service provider who cares about the community, making your brand more recognizable when people need what you offer.
10. Generate referrals
Asking for referrals from happy customers is an effective marketing strategy on its own, but having a solid referral program in place is even better.
It can be as simple as offering a small discount for every referral that comes your way, or more complex, like a tiered reward system where customers accrue points they can exchange for services.
READ MORE: 8 customer referral program ideas
The reason referrals are so great is that they come with built-in testimonials from clients who have worked with you before. That goes a long way in convincing new clients you’re the right contractor for the job because it automatically proves your legitimacy and establishes trust.
If you decide to use a referral program in your marketing strategy, you’ll need a plan for spreading the word, otherwise, it may fall flat.
The biggest thing with a referral program is making sure your customers know about it, constantly reminding them that there’s a referral program in place.
That means doing things like:
- Leaving referral cards at job sites
- Automating referrals with referral software like Jobber
- Promoting referrals in emails, thank-you notes, invoices, and receipts
- Advertising your program on lawn signs, brochures, vehicle wraps, and door hangers
- Telling your customers about your program at the end of a job
You can also reach out to customers who leave positive reviews to let them know they can be rewarded for their efforts by joining your program.
11. Encourage reviews
Like referrals, asking for reviews is one of the best word-of-mouth marketing strategies for growing your general contracting business.
You can ask for reviews in person, through email, or automate them with review software like Jobber. They showcase your experience, customer base, and skillset, all while giving you content to use for your:
- Google Business Profile
- Website
- Social media pages
- Marketing material
The more positive reviews you have, the more credibility you build. This sets you apart from competitors and helps potential clients make an informed decision about who to hire.
12. Experiment with email marketing
Email marketing campaigns can be used on their own or to support your other marketing efforts.
For example, you can use them to:
- Reconnect with old clients
- Promote your referral program
- Ask for reviews
- Send customer service follow-ups
- Follow up on quotes
- Announce new services or service areas
- Offer discounts and seasonal promotions
- Provide educational content like FAQs or maintenance resources
Emails help you stay in touch with clients, even if they aren’t looking to book a service right away. But when they are, you’ll be the first service provider they think of.
You can either run email campaigns manually by creating an email list, drafting a message, and sending it to your contacts. Or you can use email marketing software like Jobber to automate them for you.
How to choose the right marketing strategy for your general contractor business
The best marketing strategies are made up of different elements to help you reach, attract, and engage people across multiple channels. But which ones you choose to use will depend on:
1. Your budget
Some marketing strategies, like claiming your Google Business Profile or adding your business to local directories, are free. Others, like running Google Ads or using a lead generation platform, cost money.
If you’re on a limited budget, start small and focus your efforts on the easiest and most cost-effective tactics. Then, as you generate more business, you’ll have more opportunities to make bigger marketing investments.
2. Your goals
What are you trying to do with your marketing campaign? Your goals will impact which strategy you employ. For example, if you’re expanding to a new area or offering new services, you may need a more comprehensive plan than just making a post on social media.
On the other hand, if your business is new and you’re just looking to establish a following, setting up a Facebook business page is a good first step.
3. Your preferences
If you’re handling marketing on your own, it’s important to think about what you can do or what you might enjoy doing.
For example, are you interested in social media? Or do you prefer to build relationships with other contractors? Do community events like parades sound like fun, or are they outside of your comfort zone?
If you’re having trouble thinking of marketing ideas, or it’s something you aren’t interested in doing, you can also hire a digital marketing or content marketing agency to help. Many contractors outsource marketing efforts if and when they can afford to.
4. Your time
Marketing takes time. From running email campaigns to building a website, attracting new clients, and growing your contracting business requires effort. If you can’t find the hours you need to build and roll out a marketing plan, it’s worth considering general contracting business marketing software like Jobber to do it for you.
Jobber can help you build a website, collect reviews, set up email campaigns, develop a robust referral program, and more.