Tips from a top performing contractor website
4 minute read time
www.riverpoolsandspas.com receives 20,000 to 25,000 monthly visits*.
No that is not a typo. And no it is not solely because of paid advertising. Most of that traffic is organic.
(*website traffic is based on SEMrush’s data as of January 2025. Please note that these figures are approximations.)
River Pool & Spas is a G.O.A.T (Greatest Of All Time) when it comes to website traffic for a contracting business.
Their content marketing strategy became so successful, one of the partners, Marcus, wrote an incredible book on it.
You can check out the book here: They Ask, You Answer.
So, wait, how does this website get so much traffic?
- Hundreds of website pages with detailed information covering all types of pools, designs, services, manufacturing, warranties, installation, and more.
- Videos on pool maintenance, design, pricing, about us, pool safety, and more. I counted 224 total videos on the website.
- Photos and design plans of each type of pool.
- Blog posts. They are obsessed with answering every type of question and objection possible.
Categories of information just on the blog^
One of River Pools and Spas main focus is on providing value to people doing pre-purchase research.
They offer a free E-Book download on 3 different pool types.
They don’t even sell concrete or vinyl pools, but they want you, the potential client, to make an informed decision.
“Don’t blindly wonder if a fiberglass, concrete, or vinyl liner pool is right for you. Our educational ebook does a deep-dive comparison of the 3 types, all while noting the advantages and disadvantages of each.”
River Pools and Spas has become more than a pool contractor.
They also are supplier, manufacturer, and franchisor. How they got there has tons to do with this inbound sales and content marketing philosophy. They have building content and answering questions for over 15 years.
This isn’t about pumping out more content – it’s about helping customers with educational content that answers questions.
Think of this as showing your expertise before a prospect calls or emails you.
How you can apply this to your business
Post/Talk about pricing and cost.
You might be thinking “I can’t do that. Each project/client is different!” Yes, but can you discuss the variables that increase or decrease the cost? How many of your competitors are doing that? I bet not many.
Turn weaknesses into strengths.
Discuss potential problems about products/services. You know more about the tools, materials, and process that go into work than most people. You should be the one telling them the pros and cons of each.
If someone is looking online to see if carpet is a good idea for a garage floor, you as the carpet installer can tell them why it’s good or bad and explain why.
If you are buying a new Ford F-150 truck it’s likely you would search online for ” 2025 Ford F-150 negative reviews” or ” 2025 F-150 problems”.
Discussing problems or shortcomings with a product or service is not a bad thing. You’re setting expectations and building trust.
People are going to look online for the negative anyway. Why not get ahead of it?
Post/talk about versus and comparisons:
Why would I install ____ instead of ___?
Repairing ____ vs Replacing ______
Bottom line
Educating consumers through your website and content drives more traffic to your site and builds trust in your company.
Start making a list of topics today. Use the 3 ideas above to build off of.
Start writing out the questions/answers.
Make videos and blogs about your topics and put them on your website and social media. Get started.
Impatient with actions, patient with results – Naval.
