Toolboxplaybook-back-btn Playbookplaybook-back-btn Chapter 7

CHAPTER 7

Marketing Practices

A broad-based marketing strategy that stretches from Google to direct mail brings new customers in the door and maintains relationships with existing clients. Being able to automate and track that marketing drives the highest return on your marketing investment.

SECTION 7 OF 14

Websites

Online Success Requires Skill, Strategy for Those in Trades

Creating a successful trade industry contracting business plan takes skill, but probably not the kind of hands-on techniques you learned working on the job. 

Instead, a good skilled trades business plan requires a combination of industry knowledge and a marketing mindset. That’s the only way to stand out in a competitive online marketplace

But what’s the best way to market in a digital world where online shopping rules the roost if you want to achieve the highest ROI? 

Before e-commerce and the internet took over, contractors could depend on the phone book, direct mail, and newspaper or radio advertising to reach customers in their service area. 

Today, they must navigate a maze of advertising platforms, sometimes guessing at which avenues work best.

In the trade industry we often overlook the power of the digital world. But now, more than ever is it imperative to have a presence online. 

That presence should include:

  1. A mobile-friendly website optimized for SEO.

  2. Promotion through Google My Business.

  3. Local SEO through geo-targeting.

  4. Targeted email campaigns.

  5. Google Local Services digital ads.

Your clients are on digital platforms looking for someone to solve their problems, and the web can operate as a lead generation tool even while you sleep. 

Although having an online presence seems daunting, it doesn’t have to be. 

It also doesn’t have to cost a fortune, and the expense can be paid at the time of the update, accrued, or amortized. But updating should be a regular, continuous process, and the investment is in staying relevant vs. your competitors, your marketplace and local search.

What constitutes a good website in the trades?

A good website for a home and commercial services company doesn’t have to be complicated. 

Companies can start with the basics and work up from there. Every trade company website should include:

  • A clear description of who you are and what you do

  • A simple, sensible web address

  • An easily-navigated site map

  • Easy-to-find contact information

  • Customer testimonials

  • An obvious call to action

  • The basics of SEO

  • Fresh, quality content

  • Device responsiveness

  • Load time of under 2.5 seconds. (Google changes this often.)

  • An updated privacy policy

  • An SSL certificate for website security

  • A unique phone number to enable ServiceTitan tracking

Go to Section 8: SEO Strategy