If you’re a remodeler looking to get more leads from the web, it’s time to step up your web presence—and your search engine rankings. How? Add more quality content to your company’s website with content Marketing for remodelers.

High-quality content increases your rankings AND creates a better user experience (or UX, as the kids call it) for your customers! Less work + more results = more time to focus on the core aspects of your business.

What Is Content Marketing?

Content marketing is a marketing tactic focused on creating and distributing quality, relevant content to attract and convert a clearly-defined audience.

Content marketing for remodelers include the following tactics and channels:

• Blogs
• Guest blogs
• Social media updates
• Videos
• Press releases
• FAQs
• E-mail newsletters
• E-books
• White papers
• And more

How Content Marketing for Remodelers Increases Leads and Sales

Content marketing generates over three times as many leads as outbound marketing and costs 62% less. Why?

Allow me to explain. 

Times have changed. Homeowners used to follow a pretty predictable sales funnel that typically began with a recommendation from a friend. Now, however, homeowners twist and turn throughout the sales funnel moving back and forth between the consideration and awareness phases:

I’ll show you what a mean. Below is an example of the modern remodeling client’s buying process:

• Karen has decided the pots have fallen on her head for the last time – Awareness
• Karen logs onto Pinterest and Instagram to get ideas for kitchen organization by searching for the tag “#organizedkitchendesign” – Awareness
• Karen pins and saves all her favorite ideas on social media, and then Google’s “how much is a kitchen remodel?” – Consideration
• Karen reads a blog on a remodeler’s website about the average cost of a remodel. She decides the cost is worth it and starts Googling local remodeling contractors.
• Karen gets tired of browsing online and goes back to Facebook to ask for kitchen designer recommendations – Awareness
• Karen Googles the reviews and projects of the recommended kitchen designers and sees one whose project she’s already pinned on Pinterest – Consideration
• Karen picks her favorite designer and contacts the company, asking for more information – Consideration
• After meeting with the designers and discussing needs and wants, Karen signs on for a kitchen remodel – Purchase
• Karen documents her experience on Instagram – Loyalty loop
• Karen raves about her new kitchen to friends on Facebook – Loyalty loop
• Two years later, Karen’s master bedroom is destroyed from a roof leak. Karen skips the awareness and consideration phases and calls the remodeler directly for a quote – Loyalty loop, Purchase

Now, let’s highlight all the places where Karen was influenced by content marketing:

• Karen has decided the pots have fallen on her head for the last time – Awareness
• Karen logs onto Pinterest and Instagram to get ideas for kitchen organization by searching for the tag “#organizedkitchendesign” – Awareness
• Karen pins and saves all her favorite ideas on social media, and then Google’s “how much is a kitchen remodel?” – Consideration
• Karen reads a blog on a remodeler’s website about the average cost of a remodel. She decides the cost is worth it and starts Googling local remodeling contractors.
• Karen gets tired of browsing online and goes back to Facebook to ask for kitchen designer recommendations – Awareness
• Karen Googles the reviews and projects of the recommended kitchen designers and sees one whose project she’s already pinned on Pinterest – Consideration
• Karen picks her favorite designer and contacts the company, asking for more information – Consideration
• After meeting with the designers and discussing needs and wants, Karen signs on for a kitchen remodel – Purchase
• Karen documents her experience on Instagram – Loyalty loop
• Karen raves about her new kitchen to friends on Facebook – Loyalty loop
• Two years later, Karen’s master bedroom is destroyed from a roof leak. Karen skips the awareness and consideration phases and calls the remodeler directly for a quote – Loyalty loop, Purchase

How Online Content Can Increase Your Remodeling Company’s Authority

Google doesn’t just use keywords to rank your site. If it did, remodelers everywhere would have websites stuffed with every possible keyword, sprinkling the right phrases throughout your pages: “remodeling (your city here), custom cabinets (your county here), remodeling company (your zip code here)”…you get the idea.

When the relevance of two or more sites is similar, the tiebreaker is authority. Over the years, Google has gotten increasingly more sophisticated with how it calculates your authority. One of the ways we believe they calculate your digital authority is by analyzing and adding up all the other websites that cite and reference your website. The more quality remodeling information you have on your site, the more likely others are to reference your website. References, often in the form of links, act like votes of authority on the web.

The act of creating and promoting this content to improve your online authority is referred to as content marketing. Bonus? In addition to improving your web authority and rankings on Google, Bing, Yahoo, etc., this same quality content helps create a superior user experience online for your prospects!

Content Marketing Tips for Remodelers

Adding content for the sake of having content is not the way to improve your authority. To make your site authoritative, think about the questions your customers and potential customers have. Then, use your expertise and in-depth industry knowledge to answer these questions in your content.

A page with 500+ words about what kinds of countertops you offer, exactly what you have to do to a kitchen in order to replace countertops, and the pros and cons of solid surface, granite, and Silestone is much more authoritative than one with just a paragraph or two.

Great information is what differentiates you from your competitors. You want to use the content on your website to add value to your prospective clients. You want to offer insights that no one else has. You want to educate them so that they can make a better buying decision. Authority also helps you attract quality leads who are hiring based on what you know and what you can do, not solely on price.

Make Your Website Fast, Secure, and Frictionless

You could write Pulitzer-prize-winning remodeling content and it still wouldn’t make a dent in your leads if your website is outdated, clunky, or complex. 

Here’s why:

Five of Google’s top ranking factors have to do with your website’s capabilities:

• Security (HTTPS vs. HTTP)
• Mobile-friendliness
• Page speed
• Domain age
• User experience (UX)

A single bad website experience makes users 88% less likely to visit the website again. Google knows this. Google wants to provide the BEST search results, so they prioritize websites that have a great user experience–and part of that is website speed, website security, and mobile-friendliness.

Make Your Blog One of Your Top Remodeling Marketing Assets

Part of having great content on your website is having a blog. We established above that having a blog increases your chances of ranking on Google increases 434%, but what you might not know is that remodelers with blogs get 126% more lead growth than remodelers without.

Writing your blogs will be different than writing your landing pages because they serve different purposes. However, a blog can be an awesome lead generation tool if you do it right. Use your site’s blog as a place to share information—like what the EPA’s Lead Paint Rule means for consumers or the story of a community service project you were recently involved with.

Here’s a sneaky tip our SEO and content marketing experts use for our remodeling clients: they mine Google’s search results for blog ideas, specifically the “People also ask” and “searches related to…” section:

Easy, yet potentially very valuable, posts might be “The Top Ten Questions to Ask Before You Hire a Remodeler” or “Five Remodeling Projects that Will Increase Your Home’s Value.” Not only do posts like this provide useful advice, they also let your potential clients know that you give a damn about your work and the remodeling industry as a whole. BONUS: Each page of your blog is another opportunity to rank.

The best blogs (the ones that rank number one):

• Are (typically) more than 2,000 words
• Completely cover the topic
• Have great images that illustrate the concept
• Have videos accompanying the text
• Are digestible (meaning any average Susan can read and understand it)
• Are optimized for search engines

Include Plenty of Nudges and Calls-To-Action

Whether someone is wondering if it’s possible to build a deck off of their bedroom, wants to know if you can repurpose old surfboards for cabinet doors, or is ready to hire you for a whole house renovation, make sure they can act on their impulse. An easy-to-find contact form should be accessible on every page, and you should have plenty of calls-to-action and links to contact you throughout your copy.

Want Content Marketing for Your Remodeling Company?

Increase your web visibility, create a better user experience, AND show off what makes your remodeling company great—quality content does all that! Blue Corona has lots of resources for optimizing your remodeling website. If you want to get all the benefits of content marketing without having to put in the dirty work yourself, call us!

At Blue Corona, we specialize in helping remodelers get more leads and sales from the web. Check out our testimonials page to read references from our remodeling clients.