4 Steps To Grow A Contractor’s Website Organically
Consistency over perfection.
We find tactics that work. Do more of them (reps). While doing more of them we focus on making them better (better reps). Then we try new tactics.
Where we started
2018: 3-page Squarespace website with little company info and a few stock photos. 424 visitors/mo.
Step One: Blogging
2018: No blog page
2025: Blog with 370 blog posts. Averaging 52 blog posts per year.
- Post blogs about projects and problems homeowners may counter
- Explain the project process
- Show before and after
- Each post was tagged with the location.
- Post blogs about problems property managers, real estate agents, and facility managers may encounter.
How this helps: Each blog post is a seed for SEO. It allows the website to show up in a variety of searches online. Showing up in more searches = more traffic to the website.
Step Two: Create Videos Showing Projects, Process, and Personality
2018: No videos and No YouTube channel
2025: YouTube: 147 videos | 3,370 subscribers | 2 million views
- Create videos that show projects that potential clients are looking to complete.
- Create videos that show the process from beginning to end. Explain why the team chose to do it that way.
- Create videos that show personality and the human side of the business. Show faces and explain the company’s background. Be yourself. Be unique.
How this helps: Posting the videos on YouTube is another seed for SEO, allowing the company to show up for more types of searches.
Reusing the videos on Instagram helps to reach a new audience.
Traffic + Trust = Inbound leads. Putting the videos on the company website helps build trust by showing website visitors proof the company can complete the projects.
Step 3: Niche website pages
2018: 3-page website
2025: 53-page website
- Create very specific website service pages.
- For example: We created a page for stucco work. It has words, pictures, and videos explaning exterior stucco work. It shows proof that the team can do the work.
- Create website pages that target keywords that specific professionals would use when searching online.
- Real estate agents may search for services to get a property listing “show ready”.
- Facility managers may look for a service to properly paint and code specific pipes in a building.
How this helps: By focusing on a new type of customer profile, we were able to reach new areas of business and attract more traffic and leads.
Step 4: Move website to WordPress and Change the tracking tool to Plausible
- Rebuilt the website on WordPress
- Updated sleeker design. More customizable.
- Faster loading times
- Change tracking tools to Plausible
- Better data to see what pages were being found and viewed the most
- See what content performs best
- See what areas/towns the traffic and clicks are coming from
How this helps: A faster and cleaner website makes it easier for people to use and can rank higher on Google because of that.
Better tracking through Plausible helped improve the accuracy of data, helping to guide our content strategy moving forward.
Bottom Line
Our main focus was on inbound. Inbound marketing. Be there when people are looking.
When people have a problem and are looking for a solution, looking for a service provider, that’s when/where we want to show up.
We did this through blog posts, videos, and hyper-specific website service pages.
Once that was established and systemized, we turned our efforts to improving website speed, tracking, social media, and other channels.
