Business

How Contractors Can Stand Out in the Digital Era

Contractors have put in the time and the work to stand out in the field. As more and more potential clients turn to the internet, contractors need to make sure they’re giving themselves every advantage online, too.
By Jenny Thompson
August 7, 2019
Topics
Business

Remember when "brick and mortar" were tools of the trade instead of a way to refer to a building? As the internet takes over increasing areas of daily life, it’s getting harder than ever for contractors to compete in such a broad landscape.

For instance, someone who’s never held a hammer can now create a profile on any free or paid online platform, cut their price and book jobs within the hour. They may not know much about building or fixing things, but they do have digital marketing savvy. A catchy headline, a polished image and a few sleek promises—and before you know it, they appear to be a pro.

Solid, experienced contractors understand what it really takes to own that title, but it’s important not to overlook the significance of a strong, professional online profile to help compete and win more jobs.

Here are a few tips on how to make a business shine online.

A WEBSITE IS THE NEW BUSINESS CARD

Contractors can illustrate professionalism by having a website designed by a professional. It doesn’t have to be expensive; contractors can realistically have an attractive website built at an affordable price.

Make sure there is a clear headshot of the company's owner on the homepage so that people feel as though they know who’s running the show. Then, include photos of the team working on varied jobsites, demonstrating their skills: looking at plans, doing the work and shaking a client’s hand after a job well done.

INVEST IN DIGITAL ADVERTISING

Play like the big boys: bid on Google AdWords in the local area or the company’s area of expertise. Setting up a Google account is easy. If a contractor doesn’t want to take this step alone, tech companies or freelancers are readily available to master Google AdWords instead. Bid on phrases like “best local contractor,” “how can I find a handyman” and “local granite installation (or insert specialty here) company.”

Cap the budget to just a few cents per phrase to downgrade the potential risks associated with this practice. Using this technique will drive more leads and, simultaneously, prove that the company is indeed a professional business.

USE TECHNOLOGY TO YOUR ADVANTAGE

Today, video is king. Ads and websites that use video get as much as double the response. Contractors need to share video footage both of the team working on the jobsite and the finished work they’ve done. It doesn’t have to be professionally shot or expensively produced. A smartphone will do the job while allowing contractors to upload the video to the company website, Facebook page or a YouTube channel for easy sharing.

DISPLAY QUALITY PROUDLY

Make sure the website (as well as the company profile on any social media sites) lists all awards, certifications, commendations, etc. In addition, ensure that testimonials are displayed prominently on every page. Every time a prior client publicly recognizes the company’s work, that’s credibility a new client can rely on. Ask every client for a testimonial and for permission to share it on the website.

OFFER CUSTOMERS COMPLETE PEACE OF MIND

Building owners care about quality; they worry, however, about safety and trust. Most contractor websites offer some level of background checks. Preemptively running background checks for everyone at the company—President, employees and anyone else that will be on the job—and displaying verification of that universal clearance on the company website is a marketing tactic that pays dividends. After all, jobs can take weeks, months or even years, so this step is well-worth the peace of mind not only to clients, but as an investment for contractors as well.

Contractors have put in the time and the work to stand out in the field. As more and more potential clients turn to the internet to hire a construction company, contractors need to make sure they’re giving themselves every advantage in order to shine online, too.

by Jenny Thompson
Jenny Thompson is a mission-driven startup executive, author, and natural-born marketer who has documented success in building brands from scratch, and driving measurable growth to benefit shareholders, employees, and customers alike. As the Founder of SafetyPIN Technologies, Jenny has developed an innovative background check methodology that offers a universal trust badge for approved applicants, verifying peace of mind for the national sharing economy.

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