People Pay More When the Value Is Clear
Most contractors say they want to “charge what they’re worth.”
Cool. But your online presence and portfolio needs back that up.
It is hard to get leads/clients online for $500K remodels or $3M custom homes with a $50 website full of stock photos and generic AI-speak.
People Don’t Just Take Your Word For It
Even when you get a referral, what do most prospects do?
They Google you.
They check:
- Your website
- Your Google reviews
- Your photos and videos
- Your social media
If all they find is:
- A thin site with 2 pages
- A bunch of stock or AI-generated images
- Generic copy like “We transform spaces and elevate your home.”
You’re not giving them enough evidence to feel comfortable writing a big check.
Content = Your Case File
Think like a lawyer building a case. The more quality proof the better.
Your content should show:
- Before-and-after photos
- Full project stories (start → challenges → solution → results)
- Your process (how you run jobs, how you communicate, how you protect the home, etc.)
- Video walkthroughs of completed projects
- An “About Us” / intro video so they know who they’re dealing with
- Lots of reviews and testimonials
One custom home builder I spoke to was doing $500K–$3M projects, but his online presence looked like this:
- Website copy clearly translated badly with generic fluff
- Half the images were stock or AI, not actual projects
- No process
- No beginning-middle-end stories
- Only 7 Google reviews (most builders in the area had 30+ Google reviews)
He had the work in real life but online, he looked like a rookie.
Your First Video: The Intro
If you’re overwhelmed on where to start:
- Make a 60–90 second “About Us” video
- Who you are
- What you do
- Where you work
- Why clients hire you
- Put it:
- On your website homepage and your YouTube channel
- Pinned on Instagram
- Pinned on Facebook
- In your Google Business Profile
Then start adding process videos and project breakdowns. One by one.
Bottom Line
Proof Beats Promises.
If you want to charge 15–20% more than competitors, you have to earn it:
- Do Excellent Work
- Show your excellent work
- Explain your process
- Collect reviews
- Tell real stories
- Put your reputation online, not just in people’s heads
That’s how you move from competing on price to being the obvious, trustworthy, professional choice.
