Marketing for contractors: 7 tips that bring in real leads

Marketing for contractors today requires more than a few yard signs and word-of-mouth referrals. Whether you’re an electrician, roofer, or general contractor, your future customers aren’t flipping through phone books; they’re scrolling through Google search results, online reviews, and local Facebook groups to decide who to trust.

The shift to digital means that even the most skilled contractors can be overlooked if their online presence doesn’t appear where people are searching. And being visible isn’t enough; your online marketing needs to build trust fast, especially in industries where jobs are high-value and timelines matter.

That’s why a strong digital marketing strategy is no longer optional. You need tools and tactics that help you stay visible, build credibility, and respond quickly, without pulling you off the job site. 

A great reputation means nothing if people can’t find you or don’t trust what they see. But do you know what the good news is? You don’t need a marketing team. You just need the proper setup.

In this blog, we’ll break down seven practical tips to attract more leads, build brand trust, and grow your contracting business. 

7 contractor marketing tips to get more leads

Let’s understand each of these tips in detail. 

Tip #1. Build presence for your contractor marketing with a solid Google Business Profile

For contractor marketing, your Google Business Profile (GBP) is one of your most valuable tools. With search engines serving as the primary decision-making platform for potential customers, having an optimized GBP ensures your business is found and trusted. Whether you’re running a small contracting company or managing a larger operation, Google search is often where your customers start their journey.

Why Google Business Profile matters in marketing for contractors

• Boost your local visibility: A complete Google Business Profile enhances your chances of ranking in local search results, directly driving local leads to your business. With Google Maps and search results often showing profiles first, a strong GBP is crucial to being discovered by potential customers.
  
• Build trust with positive reviews: Reviews play a major role in establishing trust. The more positive reviews you gather, the more visible you become on Google search and other platforms.
  
• Free, high-impact marketing: Features like Google Posts, Q&A, and direct messaging allow you to keep your future customers informed without spending a dime. This makes Google Business Profile a critical part of any strong digital marketing strategy.

Key elements to optimize in your Google Business Profile

1. Complete business information: Ensure your business name, address, phone number, and website (NAPW) are consistent across all platforms. This boosts local SEO and helps target customers find your business when they need your contracting services.
   
2. Category and services: Selecting the correct primary and secondary business categories (e.g., plumber, general contractor) helps Google direct relevant search results your way. Add detailed services and key terms (e.g., electrical contractors, kitchen remodels) to improve discoverability.
3. High-quality photos: Photos speak volumes. Showcase your team, recent projects, and any certifications or awards. This not only adds legitimacy to your profile but also enhances your social media presence, resulting in increased engagement.
   
4. Customer reviews: Encourage online reviews from happy clients. Positive reviews not only boost your reputation but also help in your ranking across search engines. Aim to respond to all reviews, both positive and negative, as this shows you value feedback and care about customer experience. 

Optimizing your Google Business Profile is a critical step in boosting visibility, but maintaining accurate and consistent information across the web can be a challenge. This is where Birdeye Listings AI comes in.

How Birdeye’s Listings AI helps with Google Business Profile optimization:

• Sync across platforms: Listings AI ensures your business information is up-to-date and consistent across over 50 directories, including your Google Business Profile, saving you time and effort.
  
• Boost performance insights: Track your Google Business Profile analytics, receive recommendations to enhance your listing score, and compare your performance to competitors to gain a competitive edge in local searches.

Now that you’ve fully optimized your Google Business Profile, the next step is to ensure you receive reviews that reinforce your profile's credibility. Let's examine how positive reviews can enhance your reputation and attract more business.

Tip #2. Get more reviews and manage your reputation

When it comes to digital marketing for contractors, online reviews play a pivotal role in shaping your reputation and influencing the decisions of potential clients. Search engines like Google use reviews to determine the quality and credibility of your business. 

Why do online reviews matter?

Positive online reviews not only improve your local search rankings but also help build trust with future customers who are researching contractors in their area: 

• Google search and other search engines prioritize businesses with higher ratings and more reviews, which directly impact your visibility in local search results.
  
• Positive reviews act as social proof, influencing people to choose your contracting services over others. Potential customers are more likely to trust a business that consistently provides feedback demonstrating reliability and quality.
  
• Reputation management also extends beyond just accumulating positive reviews. Responding to reviews, especially negative reviews, is crucial for maintaining a good image and showing that you care about customer feedback.

How to encourage more reviews?

1. Ask at the right time: Don’t wait until your client has moved on to another project. Request a review immediately after completing a successful job.
   
2. Make it easy: Send a personalized follow-up message with a direct Google review link to your Google Business Profile, making it simple for customers to submit their reviews.
   
3. Use reminders: Automate review requests with tools that send reminders at the proper intervals (a day or two after the job is finished).

4. Thank your customers: Show appreciation to clients who leave reviews. Whether positive or negative, a thoughtful response demonstrates professionalism and commitment to quality service.

While collecting positive reviews is crucial, managing them efficiently can be a time-consuming task. That’s where Birdeye Reviews AI steps in, making the entire process smoother and more impactful for your business.

How Birdeye’s Reviews AI helps with reputation management

• Automated review requests: Instead of manually following up with every client, Reviews AI automates the process, sending personalized review requests at just the right time.
  
• Centralized review management: Keep track of all reviews across multiple platforms, including Google, Yelp, and contractor review sites, in one easy-to-use dashboard. This saves you time and ensures consistency in your reputation management.
  
• Sentiment analysis: Birdeye’s Sentiment Score helps you quickly identify the tone of reviews, enabling you to address negative feedback promptly and take action on recurring issues before they affect your lead generation.

Now that your reviews are working in your favor, it’s time to focus on ensuring that your website is generating new leads. A great contractor website doesn’t just showcase your work; it should convert visitors into customers.

Tip #3. Turn your website into a lead-generating machine

A great contractor website is more than just an online brochure. It’s a powerful tool for turning visitors into new leads and, ultimately, paying clients. Whether you’re a small operation or a multi-location contracting company, your website needs to be designed with a clear goal in mind: to drive conversions.

Why does a great website matter?

• First impressions count: Your website is often the first point of interaction between potential clients and your brand. It needs to build trust quickly by showcasing your work, credentials, and expertise.
  
• User experience: If your website is difficult to navigate or appears outdated, potential clients will likely bounce. An optimized, easy-to-navigate site helps keep new visitors engaged.
  
• Lead capture: A website should not only provide information but also capture potential clients’ details. Clear calls-to-action (CTAs), contact forms, and easy scheduling tools will encourage more visitors to take the next step.

Key elements for a contractor website that converts

1. Clear calls-to-action (CTAs): Your website should feature obvious and compelling CTAs that encourage visitors to take the next step, whether it’s calling you, filling out a contact form, or scheduling an estimate.
   
2. Mobile optimization: Many customers will find you on their phones, so ensure your site is mobile-friendly. An easy-to-use, responsive design is crucial for keeping new visitors engaged.
   
3. Showcase your work: Create website content like case studies, photos, and video content to demonstrate your expertise. Video marketing (like time-lapse videos or client testimonials) can have a major impact on visitor engagement and conversions. 
4. Client testimonials and reviews: Feature positive reviews prominently on your website to show potential clients that others trust you in your community.
   
5. Lead capture forms: Make it easy for new visitors to contact you with simple, accessible forms. Whether they’re requesting a quote or asking questions, make sure the process is smooth and straightforward.

While having a great website is essential, engaging visitors in real-time is just as important. Birdeye Chatbot AI ensures your website is actively converting visitors into leads, even when you're asleep.

How Birdeye’s Chatbot AI can help boost conversion:

• Engage visitors instantly: When a potential client lands on your website, Birdeye’s chatbot marketing tool, Chatbot AI, can initiate a conversation, answer common questions, and provide them with the necessary information, all without waiting for a response.
  
• Book appointments: The chatbot can schedule consultations or estimates, automatically collecting the necessary details and sending them to your team.
  
• Collect contact information: With its intelligent lead qualification, the chatbot captures important visitor information, helping you prioritize the most promising leads.
  
• Seamless transition to a live agent: If the chatbot can’t resolve an inquiry, it smoothly transfers the conversation to your team, ensuring that no lead is lost.

With your contractor website optimized to convert visitors into more leads, the next step is ensuring your website is visible. Let’s dive into how search engine optimization (SEO) and Google Ads can help you rank in Google search and bring in ideal customers.

Tip #4. Invest in local SEO and paid ads to rank and get calls

No matter how great your website is, it won’t help you generate more leads if people can’t find it. That’s where local business SEO and Google Ads come into play. These two strategies work hand-in-hand to boost your business online and ensure that you’re visible to potential clients when they search for contracting services.

Why SEO and Google Ads are critical for contractor marketing?

• SEO: It’s the backbone of online marketing for contractors. By optimizing your website and content with target keywords, you increase your chances of ranking high in Google search results for terms like “best contractor marketing” or “marketing for electrical contractors.”
  
• Google Ads: While SEO builds long-term traffic, Google Ads delivers immediate, targeted exposure. They allow you to appear at the top of search results when people searching for your services type in keywords like “contractor near me” or “affordable electricians.”
  
• Paid ads complement SEO: With Google Ads, you can target specific audiences, ensuring you appear in front of people who need your services now, leading to more calls and new customers.

Key strategies for effective SEO and Google Ads?

1. Local SEO optimization: Local search is key for contractors, as most customers are looking for someone nearby. Optimize your website with accurate business details and include location-based keywords, such as “electrician in [City],” to enhance your online presence.
   
2. Optimize your website content with target keywords: Use relevant target keywords like “contractor marketing,” “more leads,” and “digital marketing for contractors.” Ensure they’re placed naturally in your website copy, blog posts, service pages, and meta descriptions.
   
3. Create local SEO landing pages: For each area you serve, create a unique landing page with location-specific content, long-tail keywords, and client testimonials. This helps you rank for local search terms and ensures potential clients find exactly what they need.
   
4. Leverage Google Ads for immediate visibility: Create targeted Google Ads campaigns for specific services, such as electrical work, plumbing, or roofing. Focus on Google search ads and Google display ads to capture the attention of homeowners and business owners looking for your services.
   
5. Use social media ads to expand your reach: Facebook and Instagram aren’t just for brand-building; they’re also excellent for lead generation. Use social media ads to target ideal customers based on location, demographics, and interests, increasing your business reach.

While SEO and Google Ads help drive traffic, it’s Birdeye Insights AI that can give you the actionable data you need to optimize both.

How Birdeye’s Insights AI enhances SEO and paid ads:

• Track performance by location: Insights AI enables you to monitor the performance of each of your locations in local search results. It enables you to identify areas where SEO efforts require improvement.
  
• Understand your audience: Insights AI analyzes customer sentiment from reviews, surveys, and feedback, helping you fine-tune your Google Ads campaigns to meet the needs of your target audience better.
  
• Actionable recommendations: Based on data from Google Ads and SEO performance, Insights AI gives you specific recommendations on what keywords to target, which ads to optimize, and where to focus your efforts for the highest ROI.

With your SEO and Google Ads strategies in place, let’s move on to how you can stay top of mind with social media platforms and email marketing to keep your business online and consistently growing.

#5. Use social media to stay top of mind in your local market

Popular social media platforms are more than just places to post photos; they are also powerful tools for contractor marketing, which let you stay connected with future customers and ensure your business remains top of mind. 

Whether you’re a small business or part of a larger home services company, social media is key to building brand recognition and generating more leads.

Why is social media essential for contractors?

• Reach a wider audience: Social media platforms like Facebook, Instagram, and LinkedIn give you access to a massive audience. Whether you’re targeting potential clients looking for quick repairs or long-term contracts, social media allows you to engage with them where they are already spending time.
  
• Build relationships and trust: Consistent engagement through social media posts helps create a sense of connection and trust. When future customers see you responding to comments, sharing valuable tips, or showcasing your work, they’re more likely to turn to you for their next project.
  
• Visual storytelling: Platforms like Instagram and YouTube are perfect for showcasing your projects with video content or before-and-after photos. This can significantly improve your marketing efforts and help you stand out from competitors.

Key strategies for social media success?

1. Post regularly: Consistent content marketing is crucial. Share project updates, behind-the-scenes videos, and customer testimonials to keep your audience engaged and informed. Social media posts should be scheduled and planned using a content calendar to ensure a consistent and engaging content flow.
   
2. Target your audience: Use target keywords and location-based hashtags to ensure that your posts reach the right target audience, whether that’s homeowners looking for new construction or businesses in need of repairs.
   
3. Leverage video marketing: Video marketing is a powerful tool on social media platforms. Share long-form videos of completed projects, time-lapse videos of work in progress, or quick tips for home improvement. These types of videos generate higher social media engagement and can lead to more website traffic and more business.
   
4. Referral programs: Encourage satisfied clients to refer friends or family through incentives like discounts or free services. Referral programs can help you tap into existing networks and attract more customers.

Staying active on social media can be time-consuming, especially when you're juggling multiple platforms. That’s where Birdeye’s Social AI comes in, simplifying the process of creating content and scheduling posts.

How does Birdeye Social AI enhance social media marketing for contractors?

• Content creation: Social AI helps you create marketing content tailored to your audience by analyzing trends and engagement patterns across social media platforms.
  
• Automated scheduling: The tool can automatically schedule social media posts at the best times to reach your target audience, ensuring consistency and efficiency in your marketing efforts.
  
• Engagement tracking: Track engagement, analyze comments, and even respond to messages with the help of AI, ensuring you never miss a chance to interact with potential clients.

Pro tip: Use video content to boost engagement. Short video marketing clips of before-and-after projects, customer interviews, or service demos can be shared across multiple social media platforms, helping you reach more customers while saving time.

With your social media management now automated and optimized, let’s explore how to track and measure your performance. 

Tip #6. Uncover what customers are really saying with AI

To maximize the effectiveness of your contractor marketing efforts, it’s essential to regularly track and optimize your digital marketing strategies. This is where AI search and advanced analytics can give you the edge. By leveraging AI-powered insights, you can easily track the performance of your campaigns, identify areas for improvement, and make smarter decisions to grow your business.

Why tracking and insights matter in your marketing efforts

• Measure campaign success: Whether you’re running pay-per-click ads or launching various campaigns on social media, tracking performance enables you to identify what’s working and what isn’t. This means you can quickly pivot and capitalize on opportunities for better results.
  
• Understand customer behavior: By analyzing customer feedback insights and sentiment across various platforms (including other websites and social media) you can gain insights what your target audience really wants. Knowing this enables you to provide valuable information that resonates with them, increasing engagement and conversions.
  
• Optimize your strategy: With the right insights, you can adjust your ad copy, content marketing, and other digital marketing strategies based on real data. This ensures you’re always speaking directly to your ideal customers, creating relevant content for homeowners or business owners in need of contracting services.

You also need to continuously track performance, analyze customer behavior, and make data-driven decisions. This is where Birdeye Insights AI can help you turn information into action.

How Birdeye enhances tracking and decision-making

• Real-time sentiment analysis: Birdeye Insights AI tracks customer sentiment and reviews in real-time, allowing you to understand what Google thinks about your business and how your customers feel at any moment. By doing customer behavior analysis, you can address pain points early, ensuring you maintain high levels of customer satisfaction.
  
• Performance tracking by location: If you’re managing multiple locations, Insights AI can help you see how each one is performing. Taking advantage of this provides the basic level of data needed to enhance your strategies at the location level and attract new customers.
  
• Competitor benchmarking: With AI search capabilities, Birdeye Competitors AI enables you to track how your business compares to competitors. Use these insights to make data-backed decisions on where to focus your marketing efforts to get ahead.
  
• Actionable insights for content: Track which types of post content and ads resonate most with your audience, helping you refine your messaging and ad copy for better results. This data allows you to focus on what works, save time, and eliminate the few things that aren’t driving results.

Tip #7. Automate routine tasks that slow you down

Automation is no longer a luxury; it’s a crucial part of contractor marketing. As your business grows, manually managing client communications, reviews, and other repetitive tasks can become overwhelming quickly. 

Why is automation essential for contractor marketing?

• Efficiency and save time: Automation frees up your time by handling repetitive tasks like follow-ups, review collection, and appointment scheduling. This allows you to concentrate on what matters most—serving your target audience.
  
• Consistency in communication: Whether you’re managing Google Business Profile reviews or engaging with clients on social media, automation ensures you never miss a beat, improving your response time and client satisfaction.
  
• Scalable growth: As your business expands, automation enables you to scale your marketing efforts without requiring additional personnel. Tools like automated email marketing and social media posts ensure you stay visible and connected to your ideal customers.

Birdeye GenAI tools help automate nearly every aspect of your marketing, from review management to lead qualification, and even social media management. This makes it easier than ever to stay organized and reduce the manual effort required to keep your business growing.

How Window Nation leverages 40,000 new reviews to drive growth with Birdeye

Window Nation, a leader in home improvement across 32 markets, needed a solution to streamline its customer feedback, online reputation, and engagement processes. Before partnering with Birdeye, they faced the challenge of managing customer feedback across multiple platforms, which slowed down their response times and led to missed opportunities.

By switching to Birdeye, Window Nation was able to automate its review requests and manage reviews across all platforms from a single dashboard. The results were impressive:

• 40,200 new reviews across all platforms, including 21,800 Google reviews, boosting their Google rating to 4.8 stars.
  
• 80% of their review requests turned into published customer reviews, significantly improving their online reputation and Google search rankings.
  
• With Birdeye Insights AI, they could track sentiment, identify customer pain points, and make data-driven decisions to enhance their customer experience.

The ability to automate review collection, engage with customers instantly, and consolidate data on a single platform enabled Window Nation to enhance its marketing strategies and grow rapidly in new markets.

FAQs: Marketing for contractors

Birdeye makes online marketing for contractors easier and more effective

To stand out and drive more business, you need a strong digital marketing strategy that combines search engine optimization, review management, automated tools, and data-driven insights.

With Birdeye GenAI tools, contractors can automate routine tasks, track customer sentiment, and gather valuable insights—all from a single platform. Birdeye empowers contractors to streamline their operations and focus on what truly matters: delivering quality contracting services.

Ready to boost your online presence and take your contractor marketing to the next level?