How to Improve Website Lead Generation for Contractors

Contractors know that generating leads is essential to growing a business. You need to find prospective customers, get them a quote, and hopefully land the job. But how do you find these leads? Where do you even start? The answer is website lead generation.

Now, don’t get us wrong, there are a few different ways to generate leads as a contractor, such as buying lists of leads, using pay-per-click (PPC) advertising, or even making cold calls. However, by far, the most efficient way to generate leads is by using a lead generation website.

Website lead generation helps service providers connect with potential clients in their area. The best lead generation websites for contractors allow prospective new customers in your area to find you when searching for a contractor.

Why Is Website Lead Generation Important for Contractors?

Lead generation efforts help you attract and convert strangers into potential customers. Contractor leads are usually generated through marketing approaches, such as content marketing and search engine optimization (SEO). Lead generation is critical to the ongoing success of your contractor business.

1. Contractors need leads to grow their business. To expand and take on more projects, contractors need a consistent stream of leads. Lead generation can take the form of word-of-mouth referrals, organic website traffic, and other avenues.
2. Quality leads can be challenging to come by. Unless you already have an extensive network of people looking to hire contractors, it’s tough to find quality leads. Lead generation companies and websites provide access to a large pool of potential customers.
3. Good lead-generation websites save time. Instead of spending hours networking or cold-calling potential customers, lead-generation websites do the legwork for you. The sites connect you with an audience already interested in what you offer.

In short, lead generation is essential for contractors because it helps them find new customers, generate high-quality leads, and save time.

How to Use Your Website for Lead Generation

Online, your website isn’t just a virtual storefront where people can browse your products and services; it’s also one of your most powerful tools for lead generation. Let’s explore the steps you can take right now to transform your website into a lead-generating powerhouse.

Identify Target Personas

Before diving into lead generation, it’s important to know who you’re aiming for. Identify your target personas—the specific types of customers you want to attract. What are their pain points, interests, and preferences? Understanding your audience sets the stage for creating the content that best resonates with your ideal customer.

Improve the User-Friendliness of Your Website

Keep it Personal: Tailor your content and navigation paths to match the needs of specific customer types. If you’re targeting different segments, create dedicated paths that lead them seamlessly to the information they need. A personalized experience ensures visitors find what they’re looking for, increasing the likelihood of conversion.

Remove the Red Tape: A user-friendly website is a magnet for leads, so make sure it’s easy for visitors to find answers to their burning questions. Streamline navigation, enhance readability, and ensure that key content is readily accessible. A smooth, frustration-free user experience keeps visitors engaged and encourages them to explore further.

Make it Snappy: In the fast-paced digital world, speed is king. Improve page loading times by optimizing images and minimizing code requests. A swift, responsive website not only delights visitors but also positively impacts your search engine rankings. Speed matters—both for user experience and lead generation.

Pro Tip: Making your website fully accessible for persons with disabilities just makes sense for any business in this day and age—and search engines love it! Optimize your website for visually impaired users with these 9 expert tips from the Search Engine Journal.

Add Forms to High-Traffic Pages

Your website has its hotspots—the pages drawing the most traffic. Capitalize on this by strategically placing forms on high-traffic pages. Refer to analytics properties like Google Analytics or Google Search Console to sniff the pages out. Placing forms in these traffic hubs increases the chances of capturing leads when engagement is at its peak.

Don’t make your visitors jump through hoops to get in touch. Add simple contact forms that facilitate easy communication. Whether a general inquiry or a specific question, a straightforward contact form encourages visitors to reach out, initiating the first step toward lead generation.

Entice your visitors by offering compelling offers behind form fills. Whether it’s an exclusive discount, a valuable resource, or access to premium content, providing something of value in exchange for information makes the lead generation process mutually beneficial.

Add a Strong Call to Action in Main Navigation

Whether it’s inviting them to schedule a consultation, sign up for a newsletter, or explore exclusive offers, a clear and compelling CTA in the top navigation keeps lead generation at the forefront of their journey.

The color and text of your buttons matter more than you think. Conduct A/B tests to find the most effective combination. Test various colors and texts to discover what resonates best with your audience. The devil is in the details when it comes to finding the perfect combination.

Offer Downloadable Marketing Materials for Blog Posts

Did you know that your blog is a gold mine for lead generation? It might not be much now, but over time, it can be a valuable asset in your back pocket for generating leads. After all, you are an expert in your field, and people know that.

Offer downloadable marketing materials related to your blog posts. Whether it’s a comprehensive guide, an infographic, or an exclusive e-book, providing additional value encourages visitors to exchange their information for these valuable insights.

How Else Do Contractors Get Leads?

There are several ways that contractors can acquire leads. One way is to use online lead-generation sites. These websites simplify the process of generating new leads by submitting the prospective client’s contact information and project details.

The lead generation company will then match the contractor with potential customers looking for someone to complete their project. Another method involves the contractor creating a business website or blog and then using SEO techniques to attract visitors to their site.

Lead Generation Strategies

There are several approaches to generating high-quality leads, from running email campaigns to taking advantage of social media platforms like Facebook and LinkedIn.

1. Create High-Value Content

This can be blog articles, infographics, videos, or even valuable tips and tricks. Ideally, your content is relevant to your target audience and provides value.

2. Optimize Your Google Business Profile

Potential customers can find you more easily when your Google Business Profile stands out from the competition. Use keyword-rich language to describe your contracting business and include photos and videos that showcase your work.

3. Improve Your SEO

Improve your online visibility and attract more qualified leads when your website landing pages are optimized for search engines. Use titles and descriptions with target keywords to boost traffic. This way, your website shows up in search results when potential customers are looking for contractors in your area.

4. Run Email Marketing Campaigns

Email marketing campaigns are an effective tactic to generate leads for contractors. By sending out regular emails with useful tips, special offers, and updates on your contracting business, you will stay top of mind with your potential customers.

5. Invest in PPC Ads

PPC (pay-per-click) ads are a cost-effective way to generate contractor leads because they allow you to reach a specific audience with your advertising. For example, paid ads allow you to target homeowners in a particular city.

Customize PPC ads so you only pay when someone takes an action you want to happen, such as clicking on your ad or filling out a form. This makes PPC ads an efficient way to generate leads at an affordable price since you only pay for results.

6. Be on Social Media

Increase your visibility, build relationships with potential new clients, and generate leads using social media. The goal is to create a credible online presence so that when someone is ready to hire a contractor, they’ll think of you first.

7. Have a Lead Management Strategy

A good lead management strategy helps you organize your efforts. Track and manage leads to see which marketing channels are generating the most interest. This information can be used to allocate your marketing budget more effectively. Tools that can help you do so are contact management systems and CRMs.

How Can Contractors Get Construction Leads?

The most traditional way to get free leads is through word-of-mouth marketing. By providing top-notch service to your current clients, they will recommend you to their friends and family members looking for a good contractor.

Another method to acquire construction leads is by signing up for a contractor lead generation website. The website will collect information from interested customers and then pass along the leads to the contracting business.

The BEST Lead Generation Websites for Contractors

Many contractor lead generation websites exist, but not all are created equal. Some are for contractors in specific industries, while others are more effective at reaching a particular target audience. Here’s a list of lead-generation websites for contractors:

1. HomeAdvisor

HomeAdvisor is one of the most popular home improvement lead generation sites. It connects homeowners with pre-screened local contractors. The platform offers a wide variety of leads, from small projects to large ones. You can filter your search by location so that only leads in your area appear in the results.

One thing to keep in mind with HomeAdvisor is that it has a pay-per-lead system, so you will need to budget accordingly. But overall, they’re an excellent option for those looking for quality contractor leads.

2. Angi (formerly Angie’s List)

Angi has a substantial database of millions of home improvement projects, allowing contractors to search for leads in their area. In addition to searching for leads, contractors can also use Angi to post their own profiles and portfolios. This way, homeowners can find contractors who are a good fit for their projects.

3. Porch

Porch is a website that helps homeowners find contractors for home improvement projects. To use Porch, enter your zip code and choose the type of projects you’re interested in. You can then view a list of contractors in your area available to work on your project.

Porch is an excellent option for contractors because it’s free to use and offers a wide variety of leads. Plus, Porch makes it easy to contact homeowners who are looking for contractors. Simply click on the “Contact” button next to each listing to email or give the homeowner a call.

4. Bark

On Bark, you can search for local projects that match your skills and experience and then send a message to the homeowner directly through the site. Bark also offers an extensive directory of local contractors and builders, so prospective new clients can easily find someone in their area to bid on their projects.

5. Google Business Profile

Formerly called Google My Business, Google Business Profile is one of the best lead-generation websites for contractors. It allows you to create a free profile on Google for your existing or new business and add contact information, photos, and videos to your listing.

When potential customers search for contractors in their area on Google, your business will come up on Google Search and Google Maps. They can view your listing and read reviews left by previous customers. They can quickly contact you by phone, email, or your website because it’s all in your profile.

6. Bing Places

Besides providing lead generation services to contractors, Bing Places helps customers find local businesses. It allows contractors to list their business in the directory, making it easy for potential customers to find them.

In addition, Bing Places offers a variety of tools to help increase a contractor’s visibility and reach new clients. For example, you can use the PPC advertising program to generate leads directly from Bing.

7. Houzz

Houzz is a website that connects homeowners with the best contractors. Homeowners can search for contractors in their area, read reviews from other homeowners, and contact contractors directly to request a quote.

Contractors can create a free profile on Houzz and showcase their work. They can also answer questions from homeowners and offer advice on home improvement projects. In addition, Houzz allows contractors to generate potential leads by paying to promote their business in the directory.

8. BuildZoom

BuildZoom allows customers to get bids from different contractors for a project and read reviews. In addition, a BuildZoom customer can see what projects a contractor has worked on in the past. This can give the customer a good idea of the contractor’s experience and quality of work.

9. Facebook Business

Facebook Business is a great way to generate leads for your contractor business, whether you’re a landscaping professional or an HVAC technician. With over two billion active users, there’s a good chance your target market is on Facebook.

Share blog posts, photos, special offers, and anything else that will get people interested in your contracting business. By using Facebook’s targeting options and sharing relevant content, you have access to a large audience of potential customers.

10. Construct Connect

Designed specifically for professionals in the construction industry, Construct Connect lets contractors connect with each other and find new leads. It also provides a directory of contractor services and a forum for contractors to discuss their work.

11. Thumbtack

Thumbtack is a lead generation website for contractors in the home services industry. Contractors can list their services, pricing lists, and contact information, as well as pictures, videos, and testimonials on their profile.

Are Lead Generation and Marketing the Same Thing?

While lead generation and marketing are similar in that they both aim to attract and engage potential customers, they have their differences. Lead generation is the process of generating interest in a product or service to convert that interest into a sale, while marketing is where you create and deliver messages promoting a product or service.

In other words, lead generation focuses on attracting customers, and marketing promotes your products or services to those customers.

Simplify Your Lead Generation Process with Software

Streamline your lead generation efforts with Broadly’s simple and user-friendly software solutions. For example, Inbox allows small business owners to easily manage and track leads and customer interactions using a single interface.

Broadly can also help optimize your email marketing efforts with Campaigns, which make it easy to send out personalized text messages and emails to current and new customers. Empowering contractors and small businesses to grow, Broadly has the tools you need to save time and focus on what matters most.

This article was updated on December 11, 2023.