Contractor Marketing for Beginners: A Plain-English Directory of Terms, Platforms, and Tools
Think of this as your glossary + field guide. Skim a section when you hear a term you don’t recognize, or use it to train your team. Every definition includes a quick contractor example so it actually clicks.
A) Core Concepts (the big ideas)
Brand – The look/feel + reputation people associate with you (logo, colors, tone, proof).
Example: Navy + orange trucks, clean jobsite photos, “dust control daily.”
Positioning – The niche you claim.
Example: “Design-driven kitchen & bath remodels in Eagle/Meridian.”
Ideal Customer – The specific person you’re trying to reach.
Example: Homeowner with $40–80k bath budget, flexible timeline, wants quality over speed.
Funnel – The path from stranger → lead → estimate → project → review.
Example: Instagram Reel → website service page → intake form → estimate → Google review.
Offer – The reason to contact you now.
Example: “Free 15-minute phone consult” or “Winter interior slots now booking.”
CTA (Call to Action) – The button/line that tells them what to do.
Example: “Start Your Estimate,” “Text us a photo.”
B) Channels & Platforms (where you show up)
Website (your home base) – Service pages, portfolio, process, pricing ranges, contact form.
Google Business Profile (Maps) – Photos, reviews, weekly posts, calls with one tap.
Social – Instagram, Facebook, TikTok, YouTube, LinkedIn, Nextdoor.
Email/SMS – Monthly updates, project spotlights, review requests.
Ads – Google Search/Local Services Ads, Facebook/Instagram, YouTube, Nextdoor.
Beginner rule: Pick one primary channel (often Google + one social) and be consistent.
C) Traffic Types (how people arrive)
Organic – Free clicks from Google (SEO) or from your social posts.
Paid – Ads you buy (PPC or Pay-Per-Lead).
Direct – People typing your URL after seeing your truck/sign.
Referral – From designers, realtors, past clients.
D) Measurement (simple, not scary)
Lead – Someone who calls, DMs, or submits your form.
Conversion – The action you wanted (form submit, call, booked estimate).
CPL (Cost Per Lead) – Ad spend ÷ number of leads.
Cost per Booked Estimate – Ad spend ÷ booked consults (more useful).
Close Rate – Booked jobs ÷ estimates given.
Attribution – Which channel gets credit (Google, social, direct).
If you track nothing else: leads, booked estimates, jobs won, and cost per job.
E) Website Terms (the essentials)
Landing Page – A focused page for one service/offer.
Example: “Curbless Shower Installations – Boise.”
Hero – The top section: headline, subhead, CTA.
Example: “Kitchen Remodels in Meridian. Clean jobsite. Clear timeline. Start Your Estimate.”
Navigation (Nav) – Menu links (Home, Services, Portfolio, Process, Pricing, Contact).
Form Fields – What you ask for (ZIP, budget range, start month, photos).
Tip: Short form first; collect details after you make contact.
CTA Placement – Button near the top and again every screen-length or two.
F) SEO (showing up on Google for free)
SEO (Search Engine Optimization) – Making your site easy for Google to understand.
Keywords – What people type (“kitchen remodeler boise”).
On-Page SEO – Page titles, headings, service/city words, internal links.
Local SEO – Your Google Business Profile + city/service pages + reviews.
Beginner move: Create strong service pages and add 6–12 project spotlights with short captions.
G) Google Business Profile (Maps 101)
Categories – Primary (“Kitchen Remodeler”) + additional.
Photos – Before/after, in-progress (protection/cleanup), finished.
Posts – Weekly mini-updates (“Now booking for July”).
Reviews – Ask after every job; reply to all.
Big win: This is usually the fastest path to calls nearby.
H) Ads (paid ways to get found)
PPC (Pay Per Click) – You pay when someone clicks (Google Search, Meta).
LSA (Local Services Ads) – Google’s pay-per-lead with the “Google Guaranteed” badge.
Retargeting – Ads to people who already visited your site or watched your videos.
Negative Keywords – Words you exclude (“DIY,” “jobs,” “training,” “cheap”).
Beginner rule: Send ad traffic to a service-specific landing page, not your homepage.
I) Social Content (what to post)
Reel/Short – 7–20s transformation or tip.
Carousel – Multi-image post with captions (before → progress → after).
Story – Temporary day-to-day clips (protection, cleanup, deliveries).
Hook – First line or 2 seconds that grabs attention.
CTA – “DM a photo of your space,” “Start your estimate.”
Residential focus: finishes, cleanliness, timelines.
Commercial focus: safety, phasing, night work, documentation, schedule wins.
J) Email & Text (quietly powerful)
Newsletter – Monthly: 1 project, 1 tip, availability, CTA.
Automation – Review requests, follow-ups to unbooked estimates.
Segmenting – Different lists (past clients, partners, prospects).
Keep it short, useful, and linked back to your site.
K) Creative & Brand (how it looks)
Logo – Simple wordmark or mark that scales on trucks/hard hats.
Palette – 1 primary, 1 accent, 1 neutral.
Typography – 1–2 fonts (headline + body).
Style Guide – One page showing logo uses, fonts, colors, examples.
Commercial vibe: navy/charcoal + safety accent.
Custom home vibe: deep neutral + brass/linen + elegant serif.
L) Proof (what convinces people)
Portfolio / Projects – Before/after + 2–3 sentences (problem, solution, materials, timeline).
Reviews – Screenshots or embeds from Google.
Case Study – A longer story with metrics (sq ft, weeks, budget range).
Badges – Licenses, insurance, associations, safety.
Proof = price tolerance. The better your proof, the fewer price fights.
M) Operations That Drive Marketing (the hidden levers)
Speed to Lead – How fast you answer calls/forms/DMs (minutes matter).
Follow-Up Cadence – 3 touches (call, text, email) in 24–48 hours.
Intake Questions – ZIP, budget, start month, photos → qualifies fast.
Closeout Routine – Final walkthrough → review request link/text.
N) Tools Stack (starter options)
Website/CMS – Squarespace, WordPress (pick one and keep it simple).
Forms/CRM – Google Forms, Jotform, HubSpot, ServiceTitan/Jobber (trade-specific).
Call Tracking – CallRail or a single tracked number.
Analytics – GA4 + Google Search Console (free).
Design – Canva for graphics; CapCut for quick video edits.
Scheduling – Calendly (optional, for consults).
File Sharing – Google Drive, Dropbox (for project photos).
Rule: Fewer tools used well > many tools used poorly.
O) Budgeting & Planning (simple math)
Monthly Marketing Budget – A healthy range is 3–8% of monthly revenue (more if new or entering a competitive city).
Split example for a $5k budget:
35% Ads (search/LSA/retargeting)
25% Content (photos/video basics)
20% Website/SEO updates
20% Reviews/GBP/social consistency
90-Day Plan (repeatable):
Month 1: Launch/clean GBP, publish/refresh core service pages, add 4 portfolio posts, set up tracking.
Month 2: Add 4–6 more project pages, post weekly to GBP/social, start light retargeting.
Month 3: Launch (or tune) PPC/LSA in top ZIPs, improve best-performing pages, tighten intake form.
P) Compliance & Good Sense
Truth in Ads – Don’t fake reviews or guarantees.
Photo Rights – Use your photos or licensed stock; get client permission for interior shoots.
Safety/Privacy – No addresses or alarm/keypad close-ups.
Q) Quick Reference (copy/paste mini-glossary)
CTA: The button/ask (“Start Your Estimate”).
CPL: Cost per lead.
LSA: Google Local Services Ads (pay-per-lead).
PPC: Pay-per-click ads (Google, Meta).
SEO: Show up on Google without paying per click.
Retargeting: Ads to past visitors/viewers.
Landing Page: One-service page with a clear offer and form.
Negative Keywords: Terms to block (DIY, jobs, training, cheap).
UGC: User-generated content (client photos/reviews).
N.A.P.: Name, Address, Phone—keep identical across web.
R) “Just Tell Me What To Do This Week” (5 steps)
Post one before/after to Instagram/Facebook with city, scope, timeline, CTA.
Update GBP with 5 new photos and one post (“Now booking for [Month]”).
Add one project spotlight page to your website (100–200 words).
Text your last 2 clients a review link; reply to all reviews.
Check your contact form: add ZIP, budget range, start month, photo upload.
Do those five every week and you’ll see steady, compounding results—without needing a marketing degree.
Final Word
Marketing is just telling the right people the right story—consistently. Keep this directory handy, work one section at a time, and measure what matters: leads, booked estimates, jobs won. Your craftsmanship plus steady, simple marketing will build the pipeline you actually want.
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