Make Your Contractor Website Stand Out from Local Competition

Make Your Contractor Website Stand Out from Local Competition

When you’re building out your local contractor website, it can be tough to set yourself apart from the competition. First of all, there’s the business of actually building the site, from deciding on a design and a color palette to putting the thing online. Then there’s the problem of making sure it’s visible. Once you’ve got all of those things taken care of, you have to make sure you’re still standing out from the competition.

All in all, building a contractor website that stands out from your local competition can seem like a tedious, monstrous process, but know that it can be done, and it can be done well. Once you know what to do to make your site stand out, it’s just a matter of implementation. So, let’s get to that recipe for success right away: When it comes to creating a contractor website that stands out from local competition, you need to be clear about who you are, and you need to be technically solid. After that, it’s just about making sure the right people find you. So, let’s break those initial steps down:

Be Clear About Who You Are

The best way ensure your contractor website stands out from the competition is to be absolutely clear about who you are, and why you’re different. What makes your contracting company better than your local competition? Do you have a hyperfocus on customer experience? Are you really great at communication? Do you offer the best prices, or the best quality? Whatever it is, it should be clear, and it should take a site visitor less than 10 seconds to figure it out. Put the heart of your contracting company at the front and center of that new website, and make it easy for potential clients to see who you are, and what you do best.

Educate

Let’s say there’s three major contracting companies in your local area. They all quote competitively, and do the same type of work. However, one of those contractors regularly posts blogs that demystify some of the more confusing aspects of the contracting industry, and they share them to their social media pages. That contractor, all other things being equal, is going to be the contractor who pulls in more, bigger jobs. Why? Because they’ve positioned themselves as an educator, and a resource for potential clients who are looking into hiring a contractor.

Remember that the modern consumer is research-driven and educated. The modern consumer wants to gather as much information as possible before they even consider talking to a salesperson or asking for a quote. By offering up the information they’re already looking for, you become that resource that they go to when they have questions, and you’re more likely to be the first contractor they call when they decide it’s time to start collecting bids.

Be Social

It’s not enough to just write those educational blogs though, you gotta post ’em too! And not just to your website. You should be sharing your tips, as well as helpful information from other industry leaders to your Facebook, Linkedin, and Twitter accounts, because if no one sees what you’re writing, there’s not much point in writing it. Sharing useful information gets you followers, and it gets more eyes on what you’re putting out. Active social media accounts are also a great way to set yourself apart from contracting competition just by sheer numbers. Most social media platforms prefer users who post regularly, so if you’re posting every week, and your competition posts just every month, you’re likely to have a bit of a leg up when it comes to visibility.

We should caution: don’t use your social media accounts just to talk about you. That’s probably the fastest way to lose followers. Make sure you’re putting out content that’s relevant to your target audience and your ideal buyer. Whether you wrote it, or another industry expert did, the content that you’re sharing should be engaging, interesting, and answer some question your clients often have.

Address Specific Pain Points

Finally, when you’re writing content and developing your contractor website to stand out from local competition, it’s important to remember to address specific pain points. Sure, you finish projects and meet deadlines, but what pain points do your ideal buyers have, and how—specifically—do you work to fix those?

The more you can do to assuage common concerns that your target market is likely to have when it comes to finding a contractor that’s right for them, the more likely you are to get their business. How do you ensure their project is completed to their specifications, and how do you work to maintain a tight schedule? Specific answers to questions that worry consumers the most is a surefire way to set yourself apart from local competition.

Get Technical

While all of the soft skills above will set you apart from the competition when it comes to consumers, you also need to know how to set yourself apart from the competition when it comes to search engines. Anyone building a contractor website would be wise to remember that it’s not only consumers who are looking at your site and its quality—you also have the internet and its bots to contend with. What exactly do we mean here?

Well, on any search engine like Google, spiders, or bots, crawl websites on the internet to search them for information. It’s these bots that decide where on results pages a site will rank, and it’s these bots that tell Google what your site is about. So, when you’re building your contractor website, you also have to make sure you’re building with search engines in mind, and that means taking care of a few technical details.

SEO

Search engine optimization (SEO) is the first step to ensuring that your website ranks well on search engines. There’s a lot you can do to optimize your site but start by implementing keywords relevant to your contracting business. These keywords should focus on the specific type of contracting work your company does, your location, and terms that your ideal client might be searching for on the internet. Start with keywords, and once you’ve got a handle on those, implement some of these more advanced strategies from our SEO Site Checkup, to make sure your site is ranking as well as possible.

Google My Business Page

One great way to make sure you’re really standing out from any local competition online is to claim your contracting company’s Google listing. If you have a website, Google has probably already made you a stock listing that tells people who and where you are when they search “contractors near me.” To stand out from the crowd, you’ll want to claim that page, which is actually pretty easy to do.  

From there, you can customize your Google My Business page any way you want. Add high-resolution photos, office hours, and information about your company that’s optimized around relevant keywords if you want to stand out from the crowd.

Don’t Hate on Ads

Google search and Facebook ads are a sort of brave new world for those in the contracting industry. Since they’re so new and different, many contractors shy away from them, at a loss to themselves. If you want qualified leads in your area to see your contractor website before anyone else’s, the easiest thing to do is invest in Google search and Facebook ads. These two very powerful programs work to make sure your company is put in front of the right people, at the right time, ensuring ROI and new leads.

Though they’re a little bit more complicated than the old standard YellowPages ad, it’s not by much, and the ROI you’ll receive makes them well worth your time. It’s in your best interest to at least check them out because when done properly, they’re guaranteed to put you ahead of local competition.

In the end, a successful contractor website that stands out from local competition is achieved by optimizing the content you create on that website and the tech that supports it. If you can focus on both aspects of your website, and you optimize for keywords your clients are out there searching, you’re sure to see a marked improvement in your contractor website’s ability to draw in and convert new leads.

If you’re excited about boosting your contractor website’s potential, but you’re not sure about implementation, know that Evenbound can help. We’ve worked with a number of small businesses in your industry, and know just what to do to ensure your site stands out from local competition. The best way to see how we can help your contracting company improve is to have a conversation with our President, John Heritage

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Why Contractors Should Know Their Target Market (and How to Find it)

Why Contractors Should Know Their Target Market (and How to Find it)

As a contractor, you don’t have a ton of time. Between juggling different subcontractors, lining up your next projects, and putting out fires that come up unexpectedly, you’ve got a lot on your plate. Your schedule doesn’t leave a lot of time for marketing, which can mean you’re often forced to take on jobs that aren’t exactly what you’re looking to do, just to keep your schedule full. If you’re looking for a way to start breaking into another market, whether that’s commercial residences like apartment complexes or a higher class of electrical contracting, the absolute first thing you need to do is define your target market.

If you’ve been bouncing around from job to job, and none of them really seem all that similar, you’re working too hard to get jobs you don’t actually want. It’s time to sit down and define your target market, so you can work smarter, not harder, to get higher-paying jobs that you legitimately would like to work on.

Why Know Your Target Market?

Knowing your target market is the first step to marketing your company in a way that’s smart, cost-effective, and that will provide massive ROI in the long run. If you’d like to have the power to pick and choose jobs that are best for you, rather than just best for your schedule, you need to define your target market. It’ll take a little bit of research on your part, but it’s actually a pretty easy thing to do, and one that will set you apart from other contractors to get you the jobs you legitimately want.

Defining Your Target Market:

The first thing you need to figure out is who you’re catering to now. What jobs do you take on the most often, and what commonalities do those jobs have? Then, figure out what market you’d like to work in. Sometimes, they’re similar. For example, if you typically take on smaller projects like commercial apartment renovations, but you want to start building apartment complexes from scratch, that’s not a huge leap to make. It’s just a matter of defining where it is in the market you’d like to work.

Research Primary Points of Contact

Once you’ve figured out where you want to take your business, it’s time to research your primary points of contact. Start with the market you’re already working in. Who do you most often talk with? This isn’t always a decision-maker, but the person put in charge of finding a contractor for a project. Whether this is a project manager or one of the decision-makers’ assistants, these are the people who first reach out to you for a job. It’s important that you figure out as much as you possibly can about these people, from how old they are to the salary they make to how many kids they have.

This way, you can develop what we call a buyer persona, to help better understand who these people are and what their pain points are when it comes to their professional lives. The idea is to develop three or four buyer personas that give you a window into the lives of the people you most often deal with. Check out this blog about buyer personas for a lengthier description on how to develop your own. Then, you can address their pain points and create content and emails that solve those issues for them. Once you’ve collected a great deal of information for those contacts in your current market, and you’ve got a few solid buyer personas going, start to do the same for primary points of contact in your goal target market.

Research Decision-Makers

While it’s important to develop personas for the people you most often contact, you’ll also need to understand the decision-makers. Though you won’t deal with these people directly as often, they’re the ones giving your primary points of contact the go-ahead to sign with you, and they’re the ones you ultimately need to convince. After you’ve established buyer personas for your primary points of contact, do the same sort of research on those decision-makers. Understand what they’re looking for in a contractor, and what problems they most often run into, so you can develop your company to solve those issues. The better you understand the decision-makers in your industry, the better you’ll be able to cater your services to them and their unique needs, goals, and pain points.

Synthesize Information

Once you’ve made up your buyer personas, it’s time to take a good, hard look at the information you’ve collected. What are the pain points that all personas share? What are some ways that your contracting company speaks to those pain points? You provide a unique service that functions to make their lives easier, but how can you translate those services into a language that’s easy for those contacts and decision-makers to understand? Take a minute to look over the research you’ve done, and the personas you’ve created to figure out how best to use this information to your benefit.

Develop content for each target buyer persona

Finally, after you’ve done the research, analyzed the information, and know where to go, it’s time to develop content that speaks to each of those target buyer personas you’ve developed. From your research, you likely know that each persona has different needs and goals when they’re looking for a contractor, and you can write and share content that speaks to each one of them individually.

Take care to start small. When you’re first working on defining your target market, start with just three of the most relevant buyer personas. Develop content that is rich and useful to those three personas, and watch to see how that content affects your business. This gives you a solid platform to build from, and once you’ve perfected the content for those three personas, you can branch out into some of the other target personas you’ve identified in your research.

Define Target Market, Boost ROI

When it comes to marketing your contracting services, it’s a lot easier to market to a specific group of people than it is to market to the vast population on the internet. By defining your target market, and the buyer personas within that target market, you’ll be able to generate qualified leads much more efficiently, and at a lower cost to you. Once you’ve implemented the basic buyer personas, and have started to develop content around each of them, you’ll find it’s much easier, and less time consuming to market in a way that truly generates the leads you want.

That said, we know defining a target market and building out buyer personas isn’t always easy. If you’re looking for a bit of help on your digital marketing strategy, or aren’t sure where to start when it comes to defining your target market, don’t hesitate to get in touch with Evenbound. We’re experts at developing buyer personas, and we have a knack for unearthing valuable target markets that can place your contracting company exactly where you’d like to be. Feel free to set up a no-obligation consultation with our President, John Heritage, to see how we can help.

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