Posted on in Marketing

branding for contractors

Contractors, who work with home improvement projects, tend to spend a great deal of time in the private spaces of people’s homes. As a result, building and establishing trust from the first interaction you have with a potential customer is essential. In today’s digital world the first interaction many customers will have with your brand is online through your website. Working to build trust online can be a challenge, but this first impression will affect every visitor to your page. Create an effective website that positively represents your brand to increase sales and overall company growth.

Put Emphasis on Contractor Licenses and Insurance

Licensed and Insured: These two words add immediate credibility to your company. Not all states require you to be licensed, but having these credentials will help give your business the advantage it needs to build customer trust. Some contractors have certifications from national associations as well such as the National Association of The Remodeling Industry (NARI) that recognizes a certain level of skill and knowledge. Certified Remodeler (CR) certified Kitchen & Bath Remodeler (CKBR) or Green Certified Professional (GCP) are a few examples of certifications you can have that will add credibility to you and your company. Also, being an accredited business with the BBB helps customers feel comfortable reaching out to you and interacting with your company.

Customer Reviews

Customer reviews can be a powerful marketing tool to help potential clients feel confident about your skills and workmanship. Start gathering written testimonials from loyal customers and post them on your website. Encourage customers to write positive reviews on sites such as Yelp and Angie’s list as customers will often visit these sites to research your business. You must also be vigilant and keep an eye out for bad online reviews about your company as well. Here is more information explaining strategies contractors can use to handle negative customer reviews.

Showcase Your Work With Before and After Images

Having a large gallery of before and after images on your website will show potential customers that you can really get the job done right. Images with descriptions of projects you have completed will demonstrate your skill, attention to detail, and creativity to show customers what they can expect when hiring you. Document each stage of the remodeling process so your website shows the transformation story of various home improvement projects. Use these tips to showcase completed jobs and use before and after photos to improve contractor credibility.

Share Yourself and Your Company

Customers will trust a company or contractor they feel they know, even if they have never met you. Achieve this by using your website as a way for potential customers to get to know you and your business. Include staff pictures on your site to put a face to your name. On the website “About” page explain your company story, how you started working in the industry, and your business’ mission and goals. Make sure to post your contact information in an easy to find place so customers know your website is a real business and not a fraudulent advertisement. Consider having a contact link at the footer of every page, or place your business phone number at the top right of every page. Take advantage of these tips to create a solid online reputation and build trust with customers new and old from the very beginning. Doing this will allow contractors to create a recognizable and trusted brand both online and offline.

Below is an infographic explaining how to build a brand online.

Building Brand Trust: Small Business Edition Infographic by Untypical Marketing