Contractor marketing
Contractor marketing, starting with the website
Marketing for a trade business is not the same job as marketing a shop or an office. The buying moment is shorter, the search is more urgent and the map result usually decides who gets the call. These pages set out how the work is built for each trade.
Why trade marketing is different
Four things that change the whole approach
The searches are problems, not services
Homeowners search a leak, a failed furnace, a cracked driveway. Pages named after the problem match both the search and what the visitor already believes is wrong.
Demand arrives in bursts
Storms, heatwaves and cold snaps compress months of enquiries into days. Visibility has to already exist when the burst arrives, because there is no time to build it during one.
Almost all of it happens on a phone
People search from a driveway, a basement or a job site on poor signal. Page weight and a reachable phone number matter more than any visual effect.
The map result decides more than the website
Most trade searches show the map pack first. The Google Business Profile, the review flow and the site have to be worked as one thing, not three.
Trades we build for
Trade specific pages
Each page is written for that trade rather than filled in from a template. More trades are added as the pages are written properly.
Roofing contractors
Roofing website design
Roofing is a high value, low frequency purchase made under pressure. The website has one job: make a homeowner with a leak or a hail claim feel confident enough to request an estimate from you rather than the next three companies on the list.
Open pageHVAC contractors
HVAC website design
HVAC has two completely different customers on the same website: the person whose system just failed, and the person planning a replacement or signing up for maintenance. A site built for only one of them leaves money on the table twice a year.
Open pageWork outside these trades is welcome. The trade pages exist because the detail differs, not because the list is closed.
What the work covers
The same four pieces, in this order
- A website with one page per service you want more calls for, written properly rather than padded
- A Google Business Profile whose categories and service list match what the site actually says
- A review routine built into finishing a job, so the profile keeps earning fresh reviews
- Measurement, so the next decision is made on what happened rather than on opinion
The underlying services are the same ones on the rest of the site: website design, local SEO and Google profile and review work. Coverage by town is listed under service areas.
Who does the work
Erik, lead designer and marketer
Erik leads design, build and marketing at Lulu Web Design & SEO in Garfield, New Jersey. Most of the sites he has built are for blue collar businesses and contractors in the surrounding towns, so the work is shaped by how those customers actually search, call and book.
Built and managed by Erik, lead designer and marketer at Lulu Web Design & SEO in Garfield, New Jersey. Google Ads certified, with over 130 reviews on our Google Business Profile.
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