Marketing for Home Improvement Companies: Renovate Your Website

Marketing for home-improvement companies begins with trust, namely a savvy, trust-building website. Why? Because plumbers, home renovators, interior designers, and other home-improvement professionals spend hours, days, or even weeks working in clients’ homes. Ultimately, trustworthiness, professionalism, and fantastic handiwork are fundamental to any contractor’s success. Here’s how to convey those qualities on your site to put prospective clients at ease.

Introductory video

When you meet people in person, you have the opportunity to show off your personality. An introductory video on your website provides a similar experience for those who might be considering your services. It shouldn’t be overly sales-oriented or long-winded (a minute or two is fine); just cover the basics. Include your name, a brief overview of your services, and how long you’ve been serving the community (in a pleasant, personable manner). End your video with a call-to-action, inviting your viewers to explore your website’s “Portfolio” page, for instance. Don’t forget to include an image of your shop or its logo, along with your phone number and other contact information.

“About Me” and “Portfolio” pages

Your “About Me” and “Portfolio” pages address potential customers’ concerns about the person who they’ll be inviting into their homes. These two resources offer a preview of the workmanship they’ll be left with when that person leaves.

Use your “About Me” page to reveal your enthusiasm for your trade, your sincere desire to solve your clients’ dilemmas, and your friendly face. After all, what’s an “About Me” page without your photo? Being able to attach a face to a name will help to convince visitors that you’re accountable and trustworthy.

Let pictures of the homes you’ve renovated, decorated, or built speak for you by prominently highlighting them within your portfolio. You can even create multiple portfolios to distinguish between the different services that you offer.

Recommendations and referrals

Positive recommendations and referrals are invaluable when it comes to finding new jobs. So, for every job well done, ask the satisfied homeowner if you can quote them on your company’s “Testimonials” page.

“Don’t make it awkward,” says Fast Company. If someone gives you a compliment, thank them, and ask if you can post their words on your site. There’s no shame (only potential gain) in leaving a few business cards with happy clients so that they can refer others back to your business. You can even establish a referral program by offering a small discount to anyone who drives business your way, or to customers who are directed your way by previous clients.

Rapport and reputation

Smart marketing for home-improvement companies includes developing a good reputation within your community. One way to do this is by putting your team in front of the public eye. Register your staff members to participate in a local event, or raise money for a charitable cause that you sincerely care about.

If possible, tie your company name to a cause by creating shirts for the occasion, something like “Wilson Roofing & Fencing Supports Breast Cancer Research.” Posting related photos and sharing them with your local community can generate awareness and positive feedback that everyone (including your employees) can feel good about.

Keywords, quotes, and “Contact” page

Search engine optimization for any brand involves adding the right keywords to your posts and pages. As Google advises, include your keywords organically (not “stuffed” into your content). For example, an interior designer can improve their website’s search engine rankings by using popular search terms such as “interior design,” “home decorating,” and “modern kitchen” naturally and sparingly throughout their website. Think about which terms people commonly use when searching for your type of service. When possible, use these terms in your content and marketing materials.

On your website, consider using a business website theme that allows you to customize a call-to-action button that visitors can press to request an estimate. Alternatively, you can direct folks to your “Contact” page to request more information.

Now that you’re well on your way to building a site that displays your skills, professionalism, and trustworthiness, explore some other ways to further develop your brand.


Lorna Hordos

Lorna Hordos is a home-flipping business owner and freelance writer.

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