Why Contractors Must Give Searchers the Right Type of Content

Posted by: Chris Marentis

Why Contractors Must Give Searchers the Right Type of Content


For most local internet marketing professionals, the purpose of SEO is usually to make sure that users are finding your website. Typically, marketers are satisfied if people make it to any page of their website. However, to really improve the quality of your online interactions with your customers, you need to take SEO one step further. As users get better at searching, your contractor business needs to be ready to give them the content that they want.

content is king

Make the Search Easier for Consumers

By considering searchers’ intent, you can deliver the type of content that they’re actually searching for, which will result in more leads for your contractor business. It’s important to keep in mind that before people become your customers, they’ll shop around for contractors first. They’re in information-gathering mode, which precedes buying mode.

Help Your Customers Gather Information

Here’s how the principle can be applied to your contractor business. We’ll use roofers as an example. When users type in “roofers,” that’s a signal that they’re just gathering information about roofers in their geographical area. That’s when they should be directed to more information about your contractor business. Whether it’s in form of a video, a blog post, or an online tutorial, the user should be able to find the content he needs to make an informed decision. Take this opportunity to point out how your business differs from your competition, but don’t try to book orders.

If users are driven to buy before they’ve collected enough information about your business, they might be turned away.

Be There When They’re Ready to Buy

When the user searches for “make an appointment with a roofer,” they’re ready to hire your business. In fact, it may be a roofing emergency that needs to be handled right away. These users should be directed to your website’s Contact Us page or online appointment form. Your company phone number should also be prominent on the page. Also, make sure that your company’s pricing and service descriptions are clearly listed on this page.

Keep Customers on Your Website

If you provide customers with the right type of content, they’re less likely to leave your website to restart their search. In fact, Google measures the amount of time that users come to your website and leave right away, it’s called the bounce rate. If your bounce rate is high, people are not finding the right type of information and you’re missing out on an opportunity to connect with a potential customer. So, make sure your website is hooked up to Google Analytics and that you’re checking it frequently. If you want us to take a look at your website to see what’s working and what’s not, we’ll do it for free. All you need to do is visit us here and schedule your free consultation and we’ll do the rest.



Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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