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Content Marketing Options For Contractor Web Sites

Posted by Shawn McCadden on Thu, Jul 17,2014 @ 06:00 AM

Content Marketing Options For Contractor Web Sites

Content marketing for contractors


Content marketing has become a great way for remodelers to attract prospects to their web sites.   By publishing content that your target customers would liking be searching for, and optimizing that content for SEO purposes, a business can help those prospects find and visit their web site.   Just getting them to your site won’t ensure a sale, but if you can get them to your site you can use additional content to help keep them there.  Content marketing alone won’t turn those prospects into customers, but if you can keep those visitors on your site you might be able to accomplish two very valuable marketing and sales goals.


Two goals for content marketing

How contractors can use content marketingThe fist would be to pre-educate prospects about your business, your products and or services, and how you and your team do business.   This can save a lot of time during the sales process.    By pre-educating them at your site on a variety of considerations using additional content, you will not have to spend as much time doing so at a live sales call.  Busy contractors can speed up the sales process and gain more time for other business activities if they invest in publishing the right content.

The second thing it can help you accomplish is prequalification.   Contractors can’t and shouldn’t assume every prospect will buy from them.   By using the right content at your contractor web site visitors can actually prequalify themselves.   If they like what they see and read, and they determine that what you offer and how you do business makes sense for them, they will likely contact you.  On the other hand they may decide yours is not the right company for them and move on to find a different contractor.   This too saves the contractor a lot of valuable time because the contractor will be spending less time qualifying and more time helping qualified prospects who are much more likely to buy.


Content marketing methods you can use

Content marketing can be done in a variety of ways including blogs, white papers, infographics, photos and many other mediums.   The infographic below offers a matrix of content marketing types.  PRWeb says they created this matrix to show how different types of content can appeal to different consumers and offers facts or suggestions about each. The top shows the different types of content, while the bottom explains how those pieces of content can be used.

Not all of them will be practical for all businesses, but it’s good to know what your options are and what other businesses may be using to do their content marketing.   Also, as your business grows you may want to eventually take advantage of additional content marketing methods to improve and or increase your marketing results.


small business content marketing infographic wr



Topics: Sales, Marketing, Marketing Ideas, Prequalifying

Marketing Strategies For The 5 Stages Of A Remodeling Consumer's Buying Cycle

Posted by Shawn McCadden on Thu, Jun 19,2014 @ 06:00 AM

Marketing Strategies For The 5 Typical Stages Of A Remodeling Consumer's Buying Cycle

Marketing for remodelers


In a previous blog I wrote about how a contractor’s web site marketing can be used to speed up the sales cycle.   In this blog I offer specific marketing strategies remodeling contractors can use on their web site during each stage of a remodeling consumer’s buying cycle.  These strategies will help prospects figure out what is important to them and whether or not your business is the right one for them to work with.  These strategies will also help them get there a lot faster and save the contractor lots of time!


Awareness stage:

This stage is about driving traffic to your company web site.   The goal should be to make your visitors aware that your brand exists and of the products or services you offer. It’s also about helping them discover that they have a particular problem or need, which your company is qualified and able to help them with.  In this stage you publish blogs, articles, videos, and other regularly posted content that has been optimized using SEO tactics so they can find your web site using key words.

Research stage:

Marketing to remodeling consumersOnce a potential customer knows they have a need they’ll begin researching options for what they can or should do to fill that need. During this stage of their buying cycle you’ll want to provide them with white papers, checklists, and or e-books. The strategy should be to provide more in-depth content that describes the problem(s) they have and outlines step by step solutions—which your company just happens to be able to help them with.  This is also the lead generation stage. By keeping track of who downloads information from your site you can separate the consumers who are genuinely interested in what you offer and how you can help them from others who are just casually browsing your site.


Comparison stage:

This is where the prospect begins actively seeking out a solution to their problem and a contractor to do business with. They’ll be looking at your brand, but they’ll also be looking at other companies to see what options might be out there for them. You need to help them decide whether what you and your business provide will be the best solution to meet their needs and purposes.    At this stage you should provide them with case studies. Properly written, case studies explain how other people in the same situation went about solving their problem. 

Purchasing stage:

selling remodeling to consumers


In this stage the prospect is finally ready to take that last big step. To help them choose your company think of content you can provide to give them that little extra push in the right direction. What do other consumers have to say about your company? Why is working with you a good investment? To give your case studies credibility include past customer testimonials about why they chose your company as the best one to help them.


Repurchase stage:

If they choose your company and become a customer keep in mind the importance of keeping them as your customer. After completing their project keep in regular contact with them through periodic e-mails and newsletters to make sure they remember your company and the full list of what you do.  The goal is to make sure they think of you the next time they want to buy and know already that you can help them.  My experience shows that the most successful remodeling and construction companies are the ones that maintain relationships with their past customers.   Keeping your current customers is far less expensive and much easier than finding new ones all the time.


Topics: Sales Considerations, Marketing, Web Site Related

How A Contractor’s Web Site Marketing Can Speed Up The Sales Cycle

Posted by Shawn McCadden on Tue, Jun 17,2014 @ 06:00 AM

How A Contractor’s Web Site Marketing Can Speed Up The Sales Cycle

Web site help for remodelers


With the right marketing strategy and tools a contractor can turn his or her web site into a lead generation machine as well as a selling tool.  That's right.  Think of your web site as not just a place for consumers to find your business, but also a place where you can help them buy.



Make it a place where they can educate themselves

Educate them about your business as well as the many things they will need to consider about their project and about choosing the right contractor to partner with for their project.  By helping them do this at your web site two different outcomes are possible. 

  1. Attracting remodeling customersOne might be that they realize your business is not right for them.   This can save you and them a lot of time because you won’t need to get together in person to figure this out.  
  2. On the other hand, because of your content, the right prospects for your business will be much closer to making a confident buying decision by the time they ask you to come out and meet with them.


Every consumer has their own buying process

Research shows that consumers spend anywhere between 38-114 days doing their research and due diligence before they make the decision to go forward on a significant investment.   If you think of their buying process as their buying cycle, broken down into definable stages, you can strategically align the content of the marketing on your web site with what your target customers need to help them as they move through these stages and their research. 

Here are the typical stages of a remodeling consumer’s buying process:

  1. Awareness stage: remodeling buying cycle
  2. Research stage
  3. Comparison stage
  4. Purchasing stage
  5. Repurchase stage

In this follow-up article I explain how to strategically market to these consumers during each stage.

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Keep in mind that due diligence will be personal to every consumer. 

selling remodeling to womenNever assume what they should do or tell them what to do.   A key to this strategy is to offer options within your marketing and clearly explain the differences between them so prospects can confidently make their own decisions.   Remember, it’s all about them, not about you.   Helping them along and being a resource, rather than telling them what to do, will make you stand out as a trusted advisor.  Often times, because they are typically the main decision makers when it comes to purchasing remodeling, this strategy works particularly well with women.  Think about it.  How did it go the last time you told a woman what to do!  It’s about options and helping them compare them.


To help speed up the sales cycle with your prospects your goal should be to help them buy, not sell them something.  Put yourself in your prospects shoes.   Would you want to be sold?

Topics: Sales Considerations, Differentiating your Business, Marketing, Web Site Related, Prequalifying

Quick and Easy SEO Test : Does Your Web Site Expert Really Get SEO

Posted by Shawn McCadden on Sun, Jun 08,2014 @ 06:00 AM

Quick and Easy SEO Test : Does Your Web Site Expert Really Get SEO

SEO for contractors


Many remodelers have invested serious money in their web sites and in Search Engine Optimization (SEO) Experts as a way to improve search engine results to bring in the leads they need to sell work.  My experience has shown that many web site designers claiming to be SEO experts really have a limited understanding of how SEO works.  Here’s one quick and easy test you can do yourself to determine if your so called web site and or SEO expert really understands SEO.  Keep in mind that this is just one factor for SEO.  Many other factors certainly apply.


Was your website designed properly for SEO?

Just like a design/build project, the design of your web site should serve an intended purpose. In this example let’s say that purpose is to attract prospects who are searching for the services your business offers (e.g.: Kitchen renovations, bathroom remodeling, roof replacement, gutter cleaning…).   Having a web site that looks good is not enough of a reason for Google or any other search engine to find your site and figure out what you offer.  If the search engines can’t find your site it won’t be included in search engine results when a consumer is searching for a remodeler to work with.  Proper SEO strategies must be used so search engines will find your site and identify what content is on your site.  If done well, when both the search engine and a consumer searches the web using the same keywords you have included on your site, the search engine results they get will include the page or pages on your site that include those keywords.

Bottom line: 

Websites show up in search engine results only when they're relevant to keyword queries.

For the purpose of SEO the page title is the most important information on a web page. You can see a page title on every individual web page when it loads up on your screen.   The page title is located in the page tab in the upper left of an open browser window above the page URL.  Below is a sample from my site:

SEO for remodelers


Notice that this page on my site is the “what I do” page as found in the site’s navigation list.  If a visitor is already on my site they can open this page to find out what I do.  However, if they are using a search engine to look for a remodeling consultant or a remodeling industry speaker; they would never find me by searching using the key words; “What I do”

On the other hand, because I have included key words about what I do in the page title, if they use any of those key words when they do a search, and search engines have already found out what I do because of those key words, my site and this particular page will show up in search engine results. 

To see the full page title and all of its content at your own site simply place your cursor over the page title.  When you see what’s there you can decide for yourself if your SEO expert has included your desired keywords. 


Page title optimization is not enough

Another thing search engines look for is that you actually have content on the page relevant to the key words in your title.  Don’t optimize the title unless you also optimize the content.  If you do search engines may actually discount the page’s SEO value.

SEO help for contractorsBy suggesting these simple changes and others to the remodelers I work with, I have helped them maximize their ROI for the dollars they spend on their web sites.   Using the right strategies they attract not just leads, but targeted qualified leads for the kinds of customers and projects they want to get.


Now do the test on your site

To see how well you SEO expert has optimized the page titles at each page on you site, open each page and see what is in the page title.   If the page title only includes the name of your company or the page name used in your site’s navigation list, it’s not optimized to help search engines or remodeling prospects find your site and what you offer.  If you have to tell your web site or SEO expert about this, I suggest you should find another expert.

Let me know if I can help!


Topics: Marketing, Web Site Related, Lead Generation

7 Steps for Creating A Lead Generating Web Site For Your Business

Posted by Shawn McCadden on Thu, Apr 03,2014 @ 06:00 AM

7 Steps for Creating A Lead Generating Web Site For Your Contracting Business

Creating a contractor web site


Don’t just do a web site for your construction business so you can say you have one!

Instead, put together a lead generation and prospect prequalifying machine.  And, make sure you choose a good web site designer to work with who can be a resource both during and after the initial build.  Consider the seven steps listed below before have your web site created.


The Seven Steps to Building a Contractor web site that generates leads:

      1. Commit to doing it and paying for it.  Expect it to cost you about $3-6K if you use a pro
      2. Do a marketing plan so you know your targets, your purpose, your messaging, your tactics and the metrics you will use to make sure it’s working and measure ROI.  If you can’t or won’t do this you may be wasting all your money because you won’t know what to measure to verify your ROI.
      3. Identify the pages you want to have on your site, as well as the sub pages needed to support your marketing strategy. 
      4. Help creating a contractor web siteThen identify the functionality you will need behind the scenes.  For example things like the Content Management System (CMS) you will use to add and edit pages, smart call to action buttons so you know what pages visitors clicked through from, landing pages, a blogging tool, automated lead nurturing ability, analytics and an email marketing tool.  You will need to consider these kinds of things to get a price from a web designer for the work to be done and the CMS you will use.
      5. Identify what you will expect of your web designer.  See this blog for help with qualifying a good one.   Just like home owners choosing a contractor, think past just the cost.  Also consider what kind of help, expertise, time frame and working relationship are you looking for.  Will you need help with site design, layout and colors?  Choosing a CMS?  SEO and Social media advice and assistance?  Templates for certain pages you will eventually create yourself, artistic abilities if you will need graphics (you will)?   Help with creating lead nurturing strategies and campaigns?  Make your list (“Job description”) before you contact web designers.
      6. Choose your designer, create an agreement, pay the money and get the process going.
      7. Start pulling together the content you will need.  This includes text for the pages, photos, your blog topics, logos, strategic links and so on.   You will need to decide what you can do yourself in house and what you will need to hire out for.   Be practical; consider both the time it will take and the expertise needed to do it well.


Target Marketing for contractorsNow you have a web site!

Make sure you also have a plan to keep it fresh, keep adding content, and use your metrics to make sure it is serving the intended purpose for why you created it.  I hope that purpose will be to capture qualified leads based on your target customer and project types.

Check out this blog for more on targeting.




Topics: Success Strategies, Differentiating your Business, Marketing, Web Site Related

Finding the Perfect Customers For Your Remodeling Business

Posted by Shawn McCadden on Tue, Sep 24,2013 @ 06:00 AM

Finding the Perfect Customers For Your Remodeling Business

Perfect customers for remodelers


Most contractors I meet are attracted to the trades and running their own businesses because they love the work.  But, when contractors allow the wrong customers to buy from them those customers can quickly take all the pleasure and reward out of being in business and working with the tools.

At the Remodeling Show last year I asked a group of seminar attendees if they had their choice of customer types who they would prefer to work for.  One contractor said he only wanted to work with “nice people”

His answer drew some laughs, but we all agreed it would be nice if all customers were nice.  I also asked him what he meant by nice.  His response included characteristics like pay on time, make and stick to decisions, and being kind to him and his employees; treating them with the respect and dignity they deserve.  Wouldn’t that be nice!


There are many characteristics about customers that can be used to differentiate between them.  

Remodeling customer demograficsEach characteristic can make a difference regarding who they are and what it will be like to work with them.   If you think back on past projects you can probably identify a variety of characteristics that make up the ideal customer type for you and your business.  Who they are as people, and their personality traits, are definitely important.  Also though, just as important as the personality of customers, can be other differentiating characteristics called demographics.  Used in combination with personality traits, demographics can help contractors target market prospects who are also most likely to buy what they are selling. 

Demographics are the quantifiable statistics of a given population of people.  Smart and strategic business owners seeking to work with a specific customer type will combine several demographic variables to define the demographic profile of those customers.  Then, using that profile as a guide, they do marketing in ways and places where their target customers can be found.


Here is a partial list of customer demographics contractors can use to target their ideal customers


      • Target marketing for contractorsMarital Status
      • Gender
      • Age Ranges
      • Number of People in Household
      • Income Information
      • Actual Home Market Value (predefined ranges)
      • Home Equity Loan and Amount
      • Year Home Built
      • Owner vs. renter
      • Family Composition
      • Length of Residence
      • Fuel type
      • Dwelling Type: Single vs. Multi-Family
      • Occupation


So, give me an example of how to use customer demographics:

Here is an example of a fictitious remodeling company’s target customer description using demographics. For this example we will assume the remodeling contractor is looking to offer smaller repair type projects at high margins.

Target customers for remodelersThe goal of this marketing campaign is to build a customer list of people who will continually need more work due to the age of the home they live in, and or will refer the company to other people just like them who are willing to pay more to get the comfort and quality offered by a professional and legal business.  We want and will use this customer list so we can market additional services to the same homeowners in the future.

To accomplish this goal the company is looking to work with married couples who either have very young children (no time to do the work themselves) and or empty nesters (been there, done all that, want to keep my free time for outdoor activities).  Combined household income should be at least $150K so we know they can afford the work.  Target home must be built after 1977 so the RRP rule will not apply.  Target customers must either have no mortgage or a home equity loan with at least a $100K available balance so it is likely they have money to do larger projects in the future.   

Oh, and we don’t enjoy working for engineers who want to tell us how to do our jobs so will eliminate them from our mailing lists.


Remodeling Show 2013I'll be back at the Remodeling Show again this year. 

If you come to my sessions be sure to say hello!

"Choosing and Targeting The Right Customers and Project Types for Your Business"

"Success Starts With a Business Plan"




Topics: Success Strategies, Marketing, Marketing Ideas, Lead Generation, Marketing Considerations, Creating Referrals, RRP Related

Not All Remodeling Leads Are Created Equal

Posted by Shawn McCadden on Thu, Jun 20,2013 @ 06:00 AM

Not All Remodeling Leads Are Created Equal

Qualifying remodeling leads


All contractors want leads.  Without leads there wouldn’t be any customers to do business with.  Some contractors are happy just to get leads and they give little thought to the quality of the lead.  Other contractors want specific leads and create criteria they will use for qualifying the value of those leads.  If as a contractor you want to sell more projects and don’t want to waste valuable leads you might want to consider where your prospects are in their buying process before you try to close the sale.  Attempting to close the sale too early can kill the value of a lead all together; at least for your business.


A name and a phone number do not represent a lead

It’s important to consider how you and your business will define a lead.   This subject came up recently at a Remodeler’s event I participated at earlier this year at the Marvin Windows and Doors Training Center up in Warroad MN.  From the discussion that followed we all came to the conclusion that most contractors who do no marketing at all consider a lead to be anyone who calls their businesses looking to get work done.  On the other hand those remodelers who were doing proactive marketing were adamant that a qualified lead was what they were after. To these remodelers, and I agree 100%, a qualified lead was a  lead that qualifies to do business with a company based on that company’s pre-established  target customer and product or service offering. 

Measuring the quality of remodeling leadsQualifying leads

There are many ways to qualify the value of a lead and whether or not your business wants to work with a certain prospect.  In a previous blog post I shared a list of 25 questions contractors can use for prequalifying prospects.   As the market picks up and leads increase you won’t want to be wasting time chasing poor quality leads.  Use those questions, and any others that make sense for you, to help focus your efforts on the right leads. 

Consider the importance of timing

One thing many contractors neglect to consider is where their prospect is in their buying process.    Here are three ways to think about this:

  1. Some prospects are just getting started thinking about what to do.   They aren’t ready to commit to any specific product or choose a contractor to work with yet.
  2. Some prospects have already started their research.  They may be clear about what they want to accomplish and the things they need to consider, but may not yet have chosen the right products for them or even know where to start looking to find them.   They too may not yet be ready to chose a contractor and make a commitment to buy.
  3. On the other hand some prospects have done their research, done their due diligence picking out products and are ready to interview contractors for the purpose of moving forward and getting their project under contract.

Knowing where your prospect is in their buying cycle can often make the difference between closing the sale and alienating the prospect.


Close the sale or nurture the lead?

Remodeling prospectConsider that if you try to close a prospect that is still in steps one or two above they will not likely buy anything from you, at least at that time.   How could they?   They still don’t have enough info to make a confident decision.   If you try to close them you might just alienate them.   Depending on your approach, if you make them feel bad because they wouldn’t make a decision and or that they wouldn't buy from you, they may never buy from you.  But, on the other hand, if you know they are not ready to buy, rather than attempt to close them see if you can help them move their process along so they can do the due diligence required to confidently make a decision and sign a contract.   Helping them through this process is what is often referred to as lead nurturing.

Practice Catch and Release

Catch and release prospectsAccording to GE Capital Research consumers spend 38-115 days researching before making a major purchase. If your qualified prospects are not yet ready to buy, respect their process and consider your approach with them.   Give them the time they need when they need it.  By this I mean give them time to do their research. And, at the same time consider offering them some guidance to help move them along and to show that you can be a trusted adviser for them.   When they are ready to decide on products and need help with that part of their process again be ready with help and guidance, but don’t try to close them yet.   Remember, if they told you they were still trying to decide what products to use how could they make a buying commitment?  Trying to close them may seem disrespectful to them.  Instead offer them guidance and let them know you would love to work with them when they are ready to choose their contractor.  The idea here is that if you practice catch and release, and your prospects can swim off unharmed, they will likely remain in your pond and may decide to jump on your hook when they are ready to bite!




Topics: Success Strategies, Sales Considerations, Differentiating your Business, Marketing, Lead Generation, Prequalifying

Why Some Contractors Can Raise Their Prices But Most Others Can’t

Posted by Shawn McCadden on Thu, May 23,2013 @ 06:00 AM

Why Some Contractors Can Raise Their Prices But Most Others Can’t

Why contractors sell on price


If you are a contractor or remodeler who has been selling on price to close work, you may have a difficult time raising prices as the economy improves.  I say this because as a result of selling on low prices during the recession you may have created a "low price brand" image in your marketplace.  Referrals and prospects who know about your brand will be expecting low prices and will not buy from you if your prices are higher than they experienced and or were told by your referring past customers. 


Can, will you, rebrand your business?

Perhaps by selling on low price during the recession you have doomed yourself to remain there.  You can of course re-market your business to create a new brand, but that will take a whole new strategy than you have used in the past, and it will also cost lots of money.  Keep in mind it will also take much longer to replace or correct a brand than creating the right brand from the get-go.  Rebranding may not be an option if your low prices didn’t or doesn’t generate enough gross profit to pay for doing it.

Also, if you’re a great carpenter without any real professional sales training and sales skills, you will probably not have much luck raising your prices because you don't know how to sell to begin with.   Think about it.  That lack of sales training is probably why you had to drop your prices during the recession just so you could sell something.

And, if you are a contractor who relies almost exclusively on referrals and word of mouth, and don’t do any marketing, you are not likely to get enough leads to take the risk of raising your prices.   


Why some contractors will have success raising their prices

How Contractors Can Raise Their Prices


However, those contractors with great marketing and sales skills, those who charged enough during the recession to bring in the gross profit dollars needed to keep doing and pay for great marketing and sales systems at their business, are in a great position to raise their prices.  When a contractor does strategic marketing, and does it well, that contractor gets far more quality leads than the business needs.  If you have more leads than you need you can typically afford to take the risk of raising your prices because you can afford some “no’s” when you have plenty more leads to pursue. And, if you have professional sales skills the risk isn't as great.


So, here’s my advice if you have been selling on price

  • If you are close to retirement, say less than 3 or 4 years to go, don’t bother.  The investment needed to fix your problem will require both a lot of money and time.  Any marketing strategy can take at least 6-9 months before you will see quality and sustainable results.  And that’s if you do it right.  If you try to do it yourself through trial and error it could take much longer or might never make enough of a difference before you are ready to retire.
  • email marketing for contractorsIf you plan to remain a small company, only worried about generating enough work for yourself and maybe one other worker, I suggest you work really hard creating and nurturing referrals.   This is a good low cost option but it does take a lot of your time.  You’ll need to spend time calling your previous customers to let them know you’re still around and would love to get more work from them.  I suggest you also let them know you would appreciate their referrals.  While you have them on the phone get their email addresses and permission to send them information about your company via email.   If you can do this you can take advantage of low cost email marketing strategies to stay in front of them and remind them about referring you.  If this works for you and you get enough quality leads, you will also need improved sales skills so you can raise your prices and still sell enough work.   If you can pull off selling at higher prices use the money to expand your marketing strategy beyond the email related tactics.
  • Marketing for contractorsIf you have a business that is already doing at least $500-700K worth of business, but you are not making enough money, I suggest you find a coach and or a mentor who can help you.   For a business of that size you really need the help of a pro who can help you strategize what to do before you do it.  My experience working with contractors in this position is that there is typically much more to fix than the marketing and sales functions of the business.  The most common challenges I see with these businesses is a lack of understanding of the costs of being in business and how to properly price projects so they include the money needed to pay for things like marketing and sales training.  Sure, it will cost money to hire that person.  However, if you hire the right person to help you he or she can really speed up the process and help you control the cost of doing it.  The right person will also be able to refer you to other resources you need will to make the changes.   On the other hand, if you try to do it all on your own, you might just end up right where you already are.

Why contractors sell on price


  • My last suggestion is for those contractors who won’t do any more marketing and won’t improve their sales skills.   If this describes you and your business I suggest you consider the option of getting out of the game before it’s too late.   As the economy improves savvy and committed business owners will be doing what it takes to beat out and even eliminate their competition for the high margin customers and projects.  If that happens in your market you will need to stay selling on low price.  My experience working with contractors in this mindset has shown that these contractors often live from check Job opportunities for carpentersto check and most will never be able to retire.  I suggest you consider the option of a job at a company that already does good marketing and knows how to sell.  These businesses will be growing as the economy improves and will need the talents of good carpenters and project managers.  If you find the right company to work for you will probably make a lot more money, have a whole lot less stress in your life and your new job might even include a company sponsored retirement plan. 

Some final thoughts
If the survival of your business has been a constant battle and or struggle for you, deciding to proactivily change what you do, rather than waiting to see if your business can make it or not, might just be the best option for you and those you care about.  Changing what you do can include working on your business or seeking a job opportunity.   Either option is a good one, you get to decide.


Related article:

11 Common Traits of People Who Buy Remodeling On Price


Topics: Success Strategies, Sales Considerations, Retirement Planning, Marketing, Lead Generation, Marketing Considerations

Finding a Good Website Designer for Your Contractor Website

Posted by Shawn McCadden on Tue, May 21,2013 @ 06:00 AM

Finding a Good Web Site Designer for Your Contractor Web Site

Website designer for contractors


As a contractor you need to think of your website as a tool.  No contractor would buy a tool before verifying it would do the job intended.  And, if that tool didn’t perform as sold I’m sure you would want to return it.  You can typically return a tool if it’s not working, but you can't return a web site - ever!  

When I was ready to have a web site for my contractor coaching and contractor training business I didn’t just want a tool that listed what I could do.  I could have easily done that with a basic static web site for far less money.  Instead, I wanted a tool that would help my target contractor coaching prospects find me and figure out whether or not they wanted to work with me or not.  I was looking for a way to differentiate myself and my approach from other contractor coaches and trainers.  What I was looking for was an advanced marketing tool, not just a web site.  


Seek referrals before you choose a website designer

website mind mapIn my quest for a web site company to work with I was specifically referred to the one I chose by another business owner I know who had similar goals for his business.  This web site design company owner did what I thought was a great job interviewing me to uncover my purposes before she designed, priced and built my site.  Now, because of her assistance, I can help targeted prospects find me and prevent suspects from wasting my time and resources!  And, if contractors seeking help with their businesses aren’t yet ready to buy, I can nurture them along with more information about me and my business until they are. 


Don’t waste time or money on a bad web site or a bad web site designer

You and your business may not be looking for the same prospects as my business, but I bet you have the same desire to have a web site that will help you find and prequalify the right prospects for your business.  Done right, after the original investment of working with a web site designer, your contractor website can be a very effective and low cost way to attract the right clients for your business.  But if you choose the wrong designer or choose one based on price alone, you will have wasted a lot of time and money.  Even worse, your target customers won’t be able to find you on search engines and you will remain a commodity selling yourself and your service on price.

SEO for contractors wr

I hope you found this article helpful.  You might also like my list of red flags to watch out for when selecting your web site designer. 

If you want help planning the purpose and function of your web site, or help with selecting a web site designer, send me an email me now.  I’d be happy to discuss what you want and or need so you can do your first website right the first time.


More articles about creating a contractor website:

Seven Ways Contractors Can Prequalify a Good Web Site Designer

Hate Contractor Lead Generation Services? Why Not Get Some Chickens!

On Your Contractor Web Site, Qualify, Don’t Disqualify Your Prospects

If You Don’t Or Won’t Offer Generation Y Prospects What They Want They Will Go Away


Topics: Success Strategies, Differentiating your Business, Marketing, Marketing Ideas, Web Site Related, Lead Generation, Marketing Considerations, Prequalifying

Hate Contractor Lead Generation Services? Why Not Get Some Chickens!

Posted by Shawn McCadden on Tue, Apr 09,2013 @ 06:00 AM

Hate Contractor Lead Generation Services?  "Rather than buy all your eggs, why not get some chickens?"

Lead generation services for contractors



On discussion groups liked LinkedIn, contractors and remodelers have been bantering about on-line lead generation services.   It seems for every business owner who speaks negatively about using them, there is another who shares stories about how these services have been great for their business.  For the purpose of this blog post I won’t get into the pros and cons of or any specifics about one service vs. another.  Instead I’d like to offer an alternative; take control of your destiny and create your own leads.


What’s the problem?

In my opinion way too many contractors are abdicating their marketing responsibilities to lead generation services without a full understanding of how those services work.  Then they complain they don’t like how they work and or how they are being treated when they seek customer service to resolve problems.   Many others complain that the quality of the leads is very poor and or the same leads are being sold and distributed to way too many other contractors, increasing competition.  Still others complain about negative customer reviews that are libelous and the service won’t help remove them or go after the customer who posted them.  


Why should these business owners be surprised?  

Just a little research on the internet is all it takes to find out what many other businesses have already found; that’s how those services conduct business!

Lead generation service for contractorsWhat is sad to me (and really ridiculous if you think about it) is these business owners are doing the same thing many remodeling consumers do.  They hire a service provider to take care of something for them without first being clear on what they expect, or, what they can expect will actually be included if they buy.   Then, rather than take responsibility for their own lack of due diligence before buying that service, they rationalize why it’s the service provider’s fault they are not happy and want their money back.  You can find lots of evidence to back up this reality by reading just a few of the articles on the“Dietz Angie's List and Yelp Reviews Lawsuit Updates” page of my web site.  The page is full of links to articles and blog posts about the nightmares many businesses have experienced with lead generation services.   It also has links to helpful information regarding what to do if you are already having problems with contractor lead generation services.


What’s the solution?

I suggest business owners work to generate their own leads.   Not saying they shouldn't also use a lead gen service, just pointing out that those services often have a history of changing their business model and many have gone out of business.  If your lead generation service leads go away, you might not have any leads at all unless you are creating your own leads as well. 


"Don't put all your eggs in one basket" 

Contractor lead services


Good quality leads for targeted customer and project types might well be the most significant factor when it comes to creating and growing a healthy and profitable construction or remodeling business.   Without a way to create a sustainable flow of high quality leads the business has to wait for leads to show up out of the blue.   If you wait for leads to happen, or for a lead gen service to send you leads, your business has little or no control over who will be inquiring for your services.   Also, you won’t know whether or not they are the right prospects for what you offer, how you perform your services and or what you have to charge to provide them.   Essentially, you might get leads, but after you get them you will need to still figure out which ones are qualified and which ones aren’t.  Prequalifying leads after they contact you, instead of before they contact you, wastes a lot of everyone’s time.  Think about it.  Are you and or your sales people visiting with people who would have disqualified your business if your business took control of how its leads were generated?


"Rather than buy your eggs, why not get your own chickens?"

Best lead generation for contractorsInstead of the old outbound marketing methods of buying ads, buying email lists, paying for lead generation services and praying for good leads, consider the new wave in marketing; “Inbound Marketing”.  Inbound marketing focuses on creating quality content on your business’ web site that pulls people toward your company and product.   By aligning the content you publish with your target customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.  If visitors to your contractors web site don’t like what they find out about your business and how you do business, they won’t call you or waste your time.  In addition to creating high quality leads, done well, inbound marketing can also help you increase the number and quality of referral leads from those customers you have delighted. 


best lead generation for remodelers

When you own the chickens you know where the eggs came from, and after eating the eggs...

You still have chickens still laying more eggs!

Topics: Success Strategies, Business Growth, Differentiating your Business, Marketing, Marketing Ideas, Dietz Lawsuit Related, Web Site Related, Lead Generation