Why do Contractors Need SEO or Digital Marketing?
Choosing a contractor used to be done through a face-to-face meeting and may have involved long pitches and lots of your time. Today, the get-to-know-you phase is done mostly online. A client is now able to research a potential contractor very thoroughly by visiting their website, reading their online reviews and viewing their social media accounts without ever picking up the phone. If your online presence isn’t enough to convince your prospective clients to give you a shot, I’ll bet there are hundreds of other contractors lining up that will.
Invest in a Quality Website
Before you can master SEO, you’ll need a website built with a basic on-page optimization structure. It is important to hire an expert to manage the web development process for you. A huge mistake that we encounter often is the business owner that wants to save some money and delegates the building of their website to their teenage son/daughter or friend just because is cheap. This may save money in the short term but rarely works out well in the long run.
Why Free is Too Expensive?
Websites built by someone that doesn’t truly understand web development and SEO will usually end up costing you more money in the end. You can spend lots of money on ads and online advertisements but if your website is not connected and indexed properly, all your advertising investments are just money down the drain.
Tip. Contractor Website Goals
Your website should have 3 main goals:
- To tell your customers about your business.
- To present convincing information about why they should hire you.
- It needs to be easily accessible for customers and search engines.
What Type of Content Does a Contractor Website Need?
Large Projects vs. Small Projects
Your website content and information may depend on your sales cycle. We all know this industry has a well-defined sales cycle according to your specialty.
Large projects with long sales cycles (services that are expensive and have a long contract or a low frequency) will require that your website focuses on educating potential clients/bids about your services and how it’s tailored to their needs. Your website needs to display your portfolio, capabilities, and an explanation of past projects to prove you are a good fit.
Small projects, or “in and out” jobs where you’re providing standardized services that are relatively affordable, should display critical information like pricing, location or areas of service, and more importantly client reviews that will set you apart from the rest of the competition.
Important Website Features
- Slogan or Value Proposition (what sets you apart)
- Showcase of your work (High-quality images – this is your portfolio)
- A landing page for each service you offer (handyman, plumber, commercial, residential, etc)
When customers search for service businesses online, they’re looking to find a business that feels “legitimate.” Professional photos of you, your employees, and the best examples of your work will help alleviate all of those fears.
Tip. Google Optimization for Contractors
Find your keywords and use them consistently.
Find the most important keywords for your unique location, specialty, and value. The easiest way is to use Google itself! Read more about optimization in “Tips to optimize your WordPress website in 2019”
If you are a Remodeling Contractor
Because search engines only respond to users’ questions, you will need to understand what your audience is searching for in order to choose effective keywords. Once you have chosen your keywords, be sure to use them through your entire website, social media and any other online presence. Use them in your titles, subtitles, business profiles and directories. In addition, post fresh content often. Write blogs, posts, news, updates and more. eg. remodeling kitchen, remodeling bathroom, remodeling contractor and remodeling contractors near (your location).
Open a Google My Business profile, and fill it out completely. It is a free and amazing tool. You can add pictures, promos, news, operation hours, website, phone, location. Use it!
Examples of Great Business My Google Profiles
Optimize Your Website
- make the best or most effective use of (a situation, opportunity, or resource). “to optimize viewing conditions, the microscope should be correctly adjusted”
While writing news, updates and fresh content don’t forget to optimize. You need to optimize all page titles and subtitles (H1’s, H2’s) with your keywords, informative descriptions, SEO friendly URLs, keyword tags, and links from related, relevant and trustworthy websites are the basics of SEO.
How to win at SEO? The answer is always changing and actualizing your content, in other words, stay up-to-date with the latest insights from experts. Here are a few of our favorite resources to stay current:
- Google Webmaster Blog When you want to win in SEO it’s good to go to the source therefore, Google is the place to be. They have updates, news, in addition, their constant updates information will be covered here.
- HubSpot Blog HubSpot is one of the leading marketing companies nowadays, and they provide useful marketing information continually in their blog. For instance, the lastest SEO knowledge in a very easy to read and watch courses.
Title Tags for Contractors
Your website needs to use designated SEO titles and meta descriptions that indicate to Google the overall topic/content of your website. These SEO titles are displayed as the website topic in your search results and also used to match search queries from potential clients to websites.
For instance, the closer that your SEO title matches the search query, the more likely is for your contractor website to appear higher in organic search results.
Be sure to adjust your SEO title tags so you can obtain an organic SEO boost. Use a CMS like WordPress, so you have the ability to set the title tag and meta description for each page.
How to Start Doing Your Own SEO.
Based on the list of your specialty services, first, find the service that people in your area are searching for.
An HVAC business based in Phoenix might do many different types of work, however, the overall service is ‘HVAC.’
An HVAC company might use one of the following SEO titles on their homepage:
Phoenix HVAC | [Your Company Name] or HVAC Phoenix | [Your Company Name]
Secondly, breakdown your services into multiple categories. (residential HVAC, commercial HVAC, A/C replacement & installation, evaporative cooler maintenance, furnace/heater repair, etc) You need to create a page on your website for each one of the services you offer. After that, write your SEO titles to the search query that a potential client may actually use when looking for this specific service.
An HVAC company based in Phoenix that offers
AC Replacement & Installation should have a landing page with the following SEO Title:
AC Replacement & Installation Phoenix | [Your Company Name] or Phoenix AC Replacement & Installation| [Your Company Name]
Use this “People also searched for“ table from Google as a reference of how people are looking for your services.