7 Powerful Lead Generation Strategies For Your Contracting Business (2024)

Ever feel like finding new customers for your contracting business is as likely as stumbling across a four-leaf clover on a freshly paved road? Yeah, us, too.

The good news is that you don’t need magic tricks or lucky charms. In this blog, we will share seven battle-tested strategies that will attract leads for your business.

Your best customers are your greatest asset, and referrals are the gold standard of lead generation. Think of them as walking billboards, raving about your work to everyone they meet.

The key to unlocking this referral goldmine? Building strong relationships and exceeding expectations. Here’s how to turn happy customers into your biggest fans:

• Go the extra mile: Did you finish the job a day early? Did you leave the worksite cleaner than you found it? These small touches show you care and leave a lasting impression.
• Ask for referrals directly: Don’t be shy! A simple “If you know anyone who needs work done, I’d be grateful for the referral” can go a long way. Follow up with a handwritten thank-you note or a small gift card for any referrals that come your way.
• Make it easy to refer you: Offer incentives like discounts or gift cards for referrals. Consider a tiered program where customers can earn greater rewards for multiple referrals. Include your contact information and a referral message template on your business cards and invoices.

Strategy #2: Build Trust With Online Reviews

Imagine online reviews as your digital handshake.

According to a 2023 Power Reviews study, a whopping 91% of people trust online reviews when making purchase decisions.

Positive reviews build trust, establish your credibility, and make you stand out from the competition. Here’s how to get more glowing reviews:

• Ask satisfied customers to leave a review: After completing a job, a polite email or text message is a gentle nudge in the right direction. Make it even easier by including a link to your Google Business Profile and other review platforms.
• Respond to all reviews, positive and negative: Thank happy customers for their feedback and address any negative reviews promptly and professionally. A thoughtful response can turn a negative review into a positive opportunity to showcase your commitment to customer satisfaction.
• Showcase your reviews on your website: Prominently display positive reviews on your website to build trust with potential customers.

Strategy #3: Craft a Website That Converts

Your website is your online storefront, and first impressions are crucial. Don’t settle for a clunky, outdated site.

Invest in a website that showcases your expertise, highlights your services clearly and concisely, and makes it easy for potential customers to contact you.

Think of it as a 24/7 salesperson working tirelessly to win new clients. Here are the essential ingredients for a high-converting contracting website:

• Clear and concise information: Provide information about who you are, what services you offer, and where you serve. Include a brief “About Us” section that tells your company story and highlights your team’s qualifications.
• High-quality photos and videos: Showcase your work and your team’s expertise with professional-looking visuals. Before-and-after photos are a great way to demonstrate the quality of your work. Consider including video testimonials from satisfied customers.
• Compelling calls to action: Make it easy for visitors to take the next step, whether requesting a free quote, scheduling a consultation, or signing up for your email list.
• Mobile-friendly design: Most people browse the web on their phones, so ensure your website is easy to navigate and visually appealing on any device.

Strategy #4: Google Local Service Ads: Your Ticket to Targeted Leads

Imagine a system that connects you with customers actively searching for contractors in your area. That’s the magic (or, should we say, marketing genius) of Google Local Service Ads!

These ads appear at the top of Google search results and on Google Maps, allowing you to target potential customers who are ready to hire a contractor. Here’s why you should consider Local Service Ads:

• Targeted reach: Your ads appear to potential customers searching for specific services in your area.

• Fast setup: You can be up and running with Local Service Ads in just a few weeks.
• High-quality leads: Google verifies businesses before they can participate in Local Service Ads, so you know you’re getting serious inquiries from potential customers who are ready to move forward with a project.
• Lead qualification tools: Local Service Ads allow you to pre-qualify leads by asking potential customers a series of questions about their project before they connect with you. This saves you time and allows you…to focus on qualified leads with a higher chance of converting into paying customers.

Strategy #5: Cast a Wider Net Using Google Search Ads

Want to reach a larger pool of potential customers who might be browsing online for contracting services but haven’t narrowed their search to your specific area yet?

Google Search Ads allow you to target a broader audience that is actively searching for services related to yours. 

While slightly more complex than Local Service Ads, with proper optimization, Google Search Ads can be a goldmine for leads. Here’s what to consider with Google Search Ads:

• Keyword research: Identify the keywords potential customers are using to search for contractors. These could include general terms like “kitchen renovation” or more specific terms like “bathroom tile installation near me.” Many free and paid keyword research tools are available to help you with this process.
• Ad copywriting: Craft compelling ad copy that highlights your unique selling proposition (USP) and grabs attention in search results. Focus on the benefits you offer, such as high-quality craftsmanship, competitive pricing, or excellent customer service.
• Landing page optimization: Create a dedicated landing page that converts website visitors into leads. Your landing page should be relevant to your ad copy and include a clear call to action, such as “Get a Free Quote” or “Schedule a Consultation Today.” We at Search Click Grow can help you with all these aspects of Google Search Ads, from keyword research to landing page creation.

Strategy #6: Don’t Underestimate the Power of Facebook Ads

Facebook Ads let you target a wider audience who might not be actively searching for a contractor but could be swayed by a well-crafted ad.

Think of it as planting a seed. While the leads might require more nurturing, Facebook Ads are a fantastic tool for brand awareness and staying top-of-mind with potential customers. Here’s how Facebook Ads can benefit your contracting business:

• Targeted audiences: Facebook allows you to target users based on demographics, interests, and online behavior. You can target homeowners in your service area, people who have recently shown interest in home improvement content, or people similar to your existing customer base.
• Brand storytelling: Showcase your company culture, team expertise, and the types of projects you specialize in. Use high-quality photos and videos to capture attention and tell your business’s story.
• Offer promotions and discounts: Attract new customers with special offers or limited-time promotions. For example, you could offer a discount on your services, a free consultation, or a gift certificate toward materials.
• Retarget website visitors: Stay top-of-mind with users who have already visited your website but haven’t converted yet. Retargeting campaigns can be a powerful tool for reminding potential customers about your business and encouraging them to take action.

Strategy #7: Use Print Media (The Oldies But Goodies)

In our digital age, it’s easy to forget the power of tried-and-true methods. Print media like business cards, truck wraps, and even targeted postcards can be surprisingly effective.

Leaving a door hanger in a neighborhood where you just completed a job? Genius!

Here are some ideas for leveraging traditional media to generate leads:

• Business cards: They’re a classic for a reason! Ensure your business cards are professional-looking and include all your contact information, including your website address and social media handles.
• Truck wraps: Truck wraps are moving billboards that promote your business wherever you go. Include high-quality images of your work and a clear call to action on your truck wrap.
• Door hangers: Target specific neighborhoods where you want to drum up business. Door hangers are a cost-effective way to reach potential customers in your local area.
• Yard signs: Advertise your services at current job sites for maximum impact. Well-designed yard signs can also generate leads from passersby in your neighborhood.
• Postcards: A cost-effective way to reach a targeted audience with a specific offer. Consider using postcards to promote seasonal specials or to announce the completion of a project in a particular neighborhood.

The Takeaway

Success isn’t about finding a magic trick but about implementing a strategic plan. By combining these strategies and tracking your results, you can identify the tactics that resonate best with your target audience.

So, ditch the rabbit’s foot and pick up these powerful lead magnets. Your contracting business will thank you!

Editor’s Note: We created a free Contractor Scorecard to help you track the results of your marketing efforts. This allows you to see how your Facebook campaign compares to your SEO campaign, helping you optimize your marketing spend for maximum impact.