Contractor digital marketing can be a really confusing landscape. I often think of it like trying to drop a marble into a cup from the top of a building (hang in there with me—it’ll make sense). You do your best to judge the wind and angle, and carefully release the marble. As it drops, you lose sight of it, and it can be hard to tell where it even landed. You can’t make adjustments because you don’t know where it landed, or if it was even a success—did it land in the cup and then bounce out? No one knows!
That’s an abstract example, but it’s exactly what digital marketing for construction businesses and trade business owners experience. They do the best they can to incorporate the best tactics in contractor digital marketing, hoping for more leads and revenue growth. But, everything on the internet takes time, so it’s hard to tell if you’re even using the right tactics.
Worse yet, Google updates can change what search engine optimization looks like before the marble makes it halfway to the cup, ruining your online marketing efforts and preventing you from ever reaching your target audience.
But, if you want a simple test to tell if your contractor digital marketing efforts are working, this guide will help. It offers a simple, step-by-step test to determine if your contractor digital marketing services are delivering results and directing potential customers to your business.
If you find that your business isn’t performing as expected, don’t worry—we’ll also cover practical solutions, from search engine optimization (SEO) and social media marketing to Google Ads, content marketing, and more.
By the end of this article, you’ll be able to:
✔️ Evaluate your content marketing investments
✔️ Identify gaps in your digital marketing campaigns
✔️ Learn cost-effective strategies to improve visibility
✔️ Take actionable steps to drive more leads and revenue growth
What is Digital Marketing for Contractors?
Digital marketing for contractors involves leveraging digital channels and platforms to promote your services, products, and brand. This encompasses a variety of strategies, including search engine optimization (SEO), social media marketing, video marketing, and content marketing.
The primary goal is to boost your online visibility, drive traffic to your website, generate leads, and ultimately grow your business. By effectively utilizing these digital marketing strategies, contractors can ensure they are reaching their target audience and standing out in a competitive market.
Why is Digital Marketing Important for Contractors?
In today’s digital age, having a robust digital marketing strategy is crucial for contractors. Digital marketing allows you to reach a broader audience and enhance your online presence, which is essential as more people turn to the internet to find services.
A well-executed digital marketing strategy can help you attract potential customers and drive revenue growth. Moreover, digital marketing is often more cost-effective than traditional marketing methods, providing a higher return on investment. By investing in digital marketing, contractors can stay competitive and ensure their business continues to thrive.
Step 1: Identify Your Ideal Project
Before you can measure your search engine rankings, you need to define what type of project you want to attract. This is a crucial step in any strong digital marketing strategy, as it ensures your marketing efforts target the right potential customers.
Consider the following when selecting your ideal project:
- Profitability – Which projects generate the most revenue?
- Expertise – What type of work does your team excel at?
- Reputation – Which projects help build your brand as an industry leader?
- Long-Term Benefits – Are these projects likely to lead to referrals and repeat business?
For example:
- A roofing contractor might specialize in “metal roof installation.”
- A home remodeler might want to rank for “kitchen renovations.”
- A concrete contractor might target “driveway resurfacing.”
Once you define your contracting company’s ideal project, you’re ready to test your digital marketing efforts.
Step 2: Open an Incognito Tab
One common mistake contractors make when checking their search engine rankings is relying on their regular browser. Google customizes results based on your search history, location, and browsing behavior.
To get an unbiased view of how your business appears to potential customers, open an incognito or private browsing window.
- Google Chrome: Press Ctrl + Shift + N (Windows) or Cmd + Shift + N (Mac).
- Firefox: Press Ctrl + Shift + P (Windows) or Cmd + Shift + P (Mac).
This allows you to see search results as a new user, without Google’s personalization interfering. If you didn’t know, Google will take your personal habits and searches into account to show you specific results. So, if you’re frequently searching for your business, search results could show your business in a higher position than it actually ranks—but only for you.
Step 3: Search for Your Service in Your Area
Now, it’s time to search for your service like a potential customer would. Type in a query that matches your ideal project and includes your local business area. Examples include:
- “Bathroom remodeling contractor in Houston”
- “Best roofing company near me”
- “Concrete driveway installation in Denver”
- “Local construction company for additions”
Why is this important? Because when prospective clients need a contractor, they turn to search engines. If your business doesn’t show up, it means your digital marketing efforts are not working effectively.
Step 4: Scan the Search Results Page (SERP)
The search results page (SERP) will show a variety of results. Understanding what each section means will help you determine how well your contractor digital marketing services are performing.
1. Google Local Services Ads (LSAs)
These are pay-per-lead ads designed for home service providers. If you’re running a Google Local Services Ads campaign, your business should appear here. And while this is a good source of inbound marketing traffic, they’re expensive and are often glanced over by search engine users because they’re marked as ads. Do they work? Yes, but they should be just a small part of content marketing strategies.
2. Google Ads (PPC Ads)
These are pay-per-click (PPC ads) that appear at the top and bottom of search results. If you’re investing in PPC management, check whether your business appears for relevant searches.
Like LSAs, PPC ads are effective but expensive. And, they don’t always get the attention you wish because they’re marked as ads. Google PPC ads should be a small part of any digital marketing plan, but there’s more to these as well.
3. Google Business Profile (Map Pack)
The Google Business Profile (GBP), also known as the local pack, is one of the most valuable digital marketing spots for contractors. This section displays businesses with:
✔️ Business name, phone number, and website
✔️ Google Maps location
✔️ Star ratings and positive reviews
✔️ Photos and videos
If your business isn’t appearing here, you may need to optimize your Google Business Profile with:
- More customer reviews
- Updated business information
- Regular social media posts and offers
Sleeping on your Google Business Profile (also known as Google My Business) is a major digital marketing mistake. This is a source of marketing that you can actually manage to improve your online reputation and content marketing.
4. Organic Search Results—MOST CRITICAL
These results appear below the ads and map pack. Ranking here means your website is optimized for search engine optimization SEO and content marketing. If you do this right, you’ll be establishing your construction company as an expert in your ideal project area. Fail th
Consider these results like billboards. You erect them, you advertise on them, and your prospective customers see them as they drive along the highway of the internet. They’re more effective than ads, less expensive, and ensure the right customers are heading to your business.
5. Directory Listings & Social Media Pages
Many construction companies find their business listed on Angi, Yelp, or Houzz. These directories can help with website traffic and credibility. Good construction marketing requires taking ownership of these profiles and making sure they contain the right content.
Also, your company’s Facebook page, Instagram page, and TikTok should appear. If you’re optimizing these social profile’s SEO, you’ll double or triple your chances of connecting with your ideal clients.
Step 5: Judge Your Digital Marketing Success
Use this ranking system to determine how well your contractor digital marketing is working:
- Page 1: ✅ Your digital marketing strategies are effective. You’re reaching prospective clients and gaining visibility.
- Page 2: ⚠️ You have some visibility, but improvements in SEO, content marketing, or social media marketing are needed.
- Page 3 or Beyond: ❌ Your marketing strategies are failing. You need major improvements in search engine optimization, social media presence, and online advertising.
Creating a Dominating Digital Marketing Strategy
To create a dominating digital marketing strategy, contractors need to follow several key steps:
- Start by defining your target audience and understanding their needs and preferences. This will help you tailor your marketing efforts to resonate with them.
- Next, develop a unique value proposition that sets your business apart from the competition.
- High-quality, engaging content is crucial, so focus on creating blog posts, videos, and social media updates that capture your audience’s attention.
- Finally, utilize a range of digital marketing channels, such as SEO, social media, and email marketing, to promote your content and reach your target audience effectively.
What to Do If You’re Not Ranking Well
If you’re not seeing results, here are actionable steps to improve your digital marketing efforts:
1. Improve Your Website’s SEO
- Use local SEO keywords in blog posts, web pages, and other content
- Optimize for mobile devices, as most folks are searching from their phones
- Improve website’s SEO performance by using modern analytics tools and best practices
2. Enhance Your Google Business Profile
- Add photos and videos that show your customers (and Google) who you are
- Collect more positive reviews with an active campaign of relationship management
- Post regular updates that show Google you’re active and keep your customers informed
3. Leverage Content Marketing
- Write blog posts about business or home services industry trends and thought leadership concepts
- Create video marketing content for social media so potential customers get to know the people behind the business
- Develop landing pages for each service that explain what you do and what makes your company different
4. Invest in Social Media Marketing
- Post on social media platforms like Facebook, Instagram, and TikTok to build awareness and trust with your custoemrs
- Use social media advertising to attract potential customers—it’s relatively inexpensive and very effective
- Share before-and-after project photos so customers can envision what you can do with their homes or businesses
5. Use Paid Advertising for Faster Results
- Try Google Ads or PPC ads and test Google Local Services Ads—but remember, this is a small part piece of the puzzle.
- Use retargeting ads to convert visitors or collect email addresses for your email marketing campaign
Common Challenges in Digital Marketing for Contractors
Contractors often face several challenges when it comes to digital marketing. One major challenge is creating high-quality, engaging content that resonates with their target audience. Staying up-to-date with the latest digital marketing trends and best practices can also be difficult.
Additionally, measuring the effectiveness of digital marketing efforts and making data-driven decisions is a common struggle. Finally, contractors must contend with competition from other businesses in their industry, making it challenging to stand out and attract attention online. Overcoming these challenges requires a strategic approach and a commitment to continuous improvement in your digital marketing efforts.
Partnering with a Digital Marketing Agency
Partnering with Redtail Pro can take your contractor digital marketing to the next level, ensuring your marketing efforts drive real revenue growth. As an expert in digital marketing services for contractors and tradespeople, RP develops and implements strong digital marketing strategies that help you rank higher in search engine results, attract more leads, and convert potential customers into paying clients.
With Redtail Pro, you gain access to expert guidance, proven marketing strategies, and industry-specific digital marketing campaigns tailored to your business. We handle everything from search engine optimization (SEO) and local SEO to content marketing, and social media marketing, allowing you to focus on running your construction business while we manage your online marketing.
Don’t let ineffective digital marketing investments hold your contracting business back. Partner with Redtail Pro today and build an unstoppable digital marketing strategy that puts your business in front of the right prospective clients!
Final Thoughts
Your marketing investments should lead to more leads and revenue growth. If your business isn’t ranking well, it’s time to improve your contractor marketing services with better SEO, social media marketing, and local SEO strategies.
Need help optimizing your contractor digital marketing services? Contact Redtail Pro today and let’s build a strong digital marketing strategy for your contracting business!