Updated: Jan 5
Did you know that the global home improvement market, in 2019, was valued at $849.31 billion--and that it’s expected to reach a value of $1,155.79 billion by 2026?
Considering these statistics, construction contractors and people running home remodeling companies have a lot of potential money they can make now, as well as in the future.
However, just because there’s a lot of money in your industry, that doesn’t mean you’re using all the right strategies to get more customers. If you’ve found that recently you aren’t getting as many customers as you used to, it may be because you need to work on online lead generation.
These days, it’s not just about getting customers in person. Any business needs to have a strong online and social media presence to get customers online.
Imagine: getting leads not only from the advertisements you put up, or from word of mouth, but also from your website and social media activity. Your number of customers suddenly doubling or tripling.
It’s all about using the right strategies to build online lead generation. By using these strategies, your business will be booming. Read on to learn more.
Think About Branding
Chances are if you’ve been running your construction business for a while, you already have a brand. If you have a logo or specific colors you use when designing offline advertisements for your business, then this makes up part of your brand.
With your online presence, branding is incredibly important. These colors, for example, as well as the fonts you use, are the personality of your business--and they have to shine through on both your website and social media pages.
To think about your brand, you’ll want to make decisions about:
Your tagline (for example, “We make your home beautiful”)
Color scheme you’ll use in all your printed materials as well as on your website
Graphics and typesetting that will appear throughout your business representations
If you aren’t sure where to get started, ask yourself questions like, “If my company were a personality, what would its attitude be, and what would it talk like?” Loud, fun, polite, helpful? These will help guide you in your branding.
Additionally, take a look at what your competitors are doing to get an idea of what industry-wide expectations are. Finally, think about what your customers want.
What would draw them to your website? If you aren’t sure, do some market research or conduct a survey with your current customers.
Make Your Website Design Beautiful
Once you’ve established your brand, you can start applying it to your online presence. You have your color palette and your fonts, and a personality all ready--now you have to create a website where customers can experience this brand you’ve cultivated.
When it comes to designing an effective website, there are certain design standards it has to meet--so that it’s beautiful and easy to scroll through. Here are some tips to follow:
Be minimalist, especially with your home page; don’t clutter the page. A simple photograph with a bit of text is enough for your home page, and for other pages, keep it minimalist even if you give a bit more information.
Use Traditional Layouts
Website visitors have a pretty good idea of what they want to see on a site because they’re used to it. While being experimental can be fun, it’s also risky--so stick to traditional website layouts. If working with a web designer, let them know.
Otherwise, website building sites such as Wix and Squarespace will have these layouts available.
People are visual, so use photos to break up text and information. Even if you have a blog section, use photos here too. Generally speaking, you’ll want to use photos of people--but don’t use stock photos!
Stick to Your Brand
Finally, remember that it’s incredibly important to stick to your brand. No matter what topic of the page your visitor is visiting, you’ll want consistent branding throughout.
This looks cleaner and makes you more trustworthy as a potential business to purchase services from.
Optimize your Website with User Experience in Mind
Design also goes hand in hand with optimizing your website with user experience in mind. User experience is...well, the experience your users have--the one you want them to have--when they’re visiting your site.
What do you want them to do when they’re on your home page? Where will that inevitably lead them? To your articles page, to your contact us page, or to an area where you describe your services?
Map out every step of the buyer’s journey from start to purchase, and ensure that you have the website designed so that every step feels intuitive. And, of course, make sure you have all these pages they would want to visit.
Calls to Action (CTAs) for Construction Contractors
Speaking of the buyer journey...one of the most important parts of it is the calls to action or CTAs, you’ll use.
A CTA is when you get the customer to do something as a next step. For example, at the end of a blog post, you might ask them to leave a comment (this creates engagement).
Or, you might ask them to contact you to find out more about your services.
You should have CTAs throughout your website, so you can help guide your potential customers toward the eventual end of the buyer journey. Some examples include asking customers to:
Sign up for your newsletter
Purchase something (add it to their cart)
Get a free trial
Share on social media
Connect with Customers Via a Newsletter
Speaking of signing up for your newsletter...this is one of the best ways to engage with your customers.
Once you’ve got their email, you can update them about your company, as well as special offers and seasonal sales. By using a tool like Mailchimp, you can optimize these emails to make them beautiful and friendly.
This builds trust over time, engaging your customers, which means you’ll be the first person they contact when they need a construction contractor.
Have Great Content
You’ll also want to have great content on your website.
In addition to the information you provide about your services, you need to provide high-quality content answering your customer's questions they have that are related to the services you provide.
You can best do this with regular blog posts. Publishing a post a day can make a huge difference. Do your research, and find out what questions your customers want answered.
Then, use these questions to build up keywords so you can include these in the content.
It builds trust and engagement, and also improves your search engine optimization (SEO), which makes it more likely that your site will appear higher in a Google search.
More SEO? More home improvement leads.
Additionally, having great content establishes credibility. This is especially important in the construction industry, where being seen as an expert will make customers want to trust you with the building or repairs of their home.
Ensure You Have a Healthy Social Media Presence
You’ll also want to have a healthy social media presence.
After all, if you’ve created this beautiful website, and worked on tons of high-quality content, you want it to be found, right? Well, one of the best ways to do this is by having a healthy social media presence.
You’ll want to start by researching your ideal customer, and finding out where they spend most of their time online. Is it Facebook, Twitter, or Instagram? When are they on there?
If you aren’t sure, you can do market research like you did before or survey your current customers.
This is especially important if you’re looking for millennial customers to engage with. Millennials spend around 2 hours and 38 minutes a day on social media, so if you want their attention, posting there is a great move.
Once you’ve identified the online habits of your ideal customers, you should set up a social media calendar. Use a tool like Later to make your life easier.
Use Construct Connect
Construct Connect is another great way to get online leads and remodeling leads. Instead of having to search every week or every month online for leads, this website makes it possible to find out what projects are already going on.
They cover around 80% of projects in the US, so this really is a great resource for getting construction leads. It's one of the best lead generation websites for contractors.
Need More Tips?
Need more tips on how to get contractor leads?
We’re here to help construction contractors. Visit our contact us page to ask more questions, or to learn more about the services we offer that can help you build those leads.
Download the eBook: 2021 Guide to Marketing for Remodelers