Picture your contracting business as a freshly framed house. Your skills are the studs and joists—strong, square, and built to last. Marketing is the siding, paint, and polished fixtures that make people stop, stare, and say, “I want that.” Follow the steps below and you’ll turn curious browsers into paying clients, all while staying true to the craftsmanship that sets you apart.
1. Build a Digital Home Base First
Get a fast, mobile‑friendly website.
Most homeowners reach for their phones before they reach for a hammer. If your site loads in more than three seconds or looks cramped on a small screen, visitors bail. Keep pages lean, photos crisp, and contact buttons obvious. Think of your website like a model home tour—clean floors, clear signs, zero confusion.
Show real work, not stock photos.
Upload before‑and‑after galleries, time‑lapse videos, and punch‑list walk‑throughs. Authentic visuals prove you can deliver. Bonus: search engines love fresh media, so updating pictures every month helps rankings.
Tell a quick story on the homepage.
In two sentences, say what you do, where you do it, and why you’re different. Example: “We build energy‑efficient decks in Bucks County that last 25 years, guaranteed.” Clarity beats clever slogans every time.
2. Claim—and Own—Your Google Business Profile
A polished Google Business Profile (GBP) is free and shows up before most websites in local searches.
- Complete every field. Hours, services, and service areas matter for the algorithm.
- Add weekly photos. Google loves fresh content; homeowners love seeing progress shots.
- Collect reviews like permits. Aim for one new five‑star review per finished job. Respond to every review—good or bad—within 24 hours to show you care.
Pro move: post short updates (“Just poured a 400 sq ft stamped‑concrete patio in Doylestown”) to keep the listing lively.
3. Turn Happy Clients Into Your Sales Team
Ask for referrals at the project close‑out.
When the paint is dry and the client is smiling, hand over a small thank‑you gift—maybe a $25 hardware‑store card—along with two business cards. Say, “If a neighbor needs work, I’d love an intro.” A warm referral often skips the price‑shopping phase.
Create a simple referral reward.
Offer past clients a $100 credit on future work for every new homeowner they send your way. They’ll remember you when friends admire their new kitchen.
4. Use Social Media as Your Job‑Site Journal
Pick one platform your ideal clients actually scroll (usually Facebook or Instagram). Post quick updates:
- Day‑one demolition photos.
- Two‑minute reels showing tile layout tips.
- Client walk‑through reactions at reveal.
Keep captions short, add local hashtags (#PhillyRemodel), and tag suppliers when possible. Consistency beats perfection—three posts a week keeps you top of mind.
5. Educate With Short, Helpful Videos
You don’t need Hollywood lighting. A phone, tripod, and clean job‑site background work fine.
- Teach a micro‑skill. “How to test a GFCI outlet” or “The penny trick to check roof shingle wear.”
- Explain your process. Show how you protect floors before demo or how you manage dust. Clients see professionalism, not just results.
- Answer FAQs. Record a 60‑second reply to “How long does a bathroom remodel take?” and embed it on your FAQ page.
Upload these clips to YouTube and embed them on your site. Search engines index video descriptions, giving you extra visibility.
6. Run Hyper‑Local Ads—Only When You’re Ready
If you need leads fast, start with Google Local Services Ads (LSAs). You pay per verified call, not per click, and the “Google Guaranteed” badge boosts trust. Set a tight radius so you don’t waste budget on distant tire‑kickers.
For broader reach, use Facebook lead ads targeting homeowners in specific ZIP codes with interests like “home improvement” or “DIY.” Keep the ad headline crystal‑clear: “Free Roof Inspection—Cherry Hill Area.” Send clicks to a landing page, not your busy homepage, so visitors see one focused offer.
Turn ads off once your calendar is full. Nothing drains goodwill like scheduling three months out but still taking deposits.
7. Network Like Every Coffee Counts
Join local BNI chapters, chamber events, or trade associations. Show up with a quick pitch:
“We help busy families remodel kitchens without blowing deadlines or budgets.”
Swap cards with realtors, interior designers, and specialty trades. Offer to solve their clients’ pain points, and they’ll send work your way.
8. Keep Your Email List Warm
Start collecting emails from every lead, even if they ghost. Use a simple monthly newsletter:
- Project spotlight with two photos and a one‑paragraph story.
- Seasonal tip (“Check your sump pump before spring rains”).
- Exclusive offer (“Book a deck build in February, get free upgrade to premium stain”).
It takes 15 minutes to write and reminds prospects you exist when their pipes burst or their porch sags.
9. Track What Works and Scrap What Doesn’t
Set up free tools—Google Analytics for website visits, call‑tracking numbers for ads, and a spreadsheet for referrals. Every month, ask:
- How many leads came from each channel?
- What was the cost per booked job?
- Which jobs were most profitable?
If a tactic costs more than 15% of project revenue, tweak it or cut it. Marketing dollars should swing a hammer, not dangle in the toolbelt.
10. Polish Your Proposal and Follow‑Up Game
Great marketing brings leads; sloppy proposals lose them.
- Same‑day estimates whenever possible. Speed signals competence.
- Itemized scope so clients see you thought of everything.
- Clear next step—a line that says, “Reply ‘YES’ and we’ll lock in your start date.”
- 48‑hour follow‑up call if silence sets in. Ask if they have questions instead of pushing for a decision.
A professional proposal plus prompt follow‑up converts more leads than any flashy billboard.
Final Word
Marketing yourself as a contractor doesn’t require a Madison Avenue budget or a marketing degree. It’s about showing real work, earning trust, and staying top‑of‑mind with homeowners who value craftsmanship. Start with a solid website and a dialed‑in Google Business Profile. Layer on referrals, social proof, and the occasional hyper‑local ad when you need an extra pipeline push. Track results, refine tactics, and keep delivering projects that make clients proud to recommend you.
Want a Second Pair of Eyes on Your Website Before You Ramp Up Marketing?
Your online “front door” is where every ad, email, and referral lands. Grab a free, no‑strings homepage review and get personalized tips to turn clicks into booked jobs. Claim yours here.
