Inbound leads from SEO start with website content
I see this pattern constantly:
- 500 Instagram posts
- 0 project pages on the website
- 1 sad “Gallery” page that hasn’t been updated in 3 years
Meanwhile, Google and AI-powered (ChatGPT, Claude, Perplexity) searches are sending people to websites, not Instagram.
How People Actually Search Online for Contractors
When someone needs:
- A roofer
- A painter
- A plumber
- A flooring contractor
They usually don’t open Instagram and start browsing.
They:
- Go to Google
- Or ask ChatGPT / AI search
- Or look at Google Maps / reviews
All of those pull heavily from websites + Google Business profiles, not your IG grid.
Why You’re Invisible If You Only Post on Social
If all your best work lives only on Instagram:
- Google can’t properly read or index it
- AI search can’t properly reference it
- Prospects can’t easily see:
- The city it was in
- The service type
- The context and details
On your website, that same project can be:
- Titled correctly (“Cabinet Painting in Hoboken, NJ”)
- Tagged with the right service and location
- Explained with text + photos + maybe video
Now Google and AI have something to grab onto.
Do Both: It’s Not Either/Or
Here’s the move:
Document the project once
- Photos, a short write-up, maybe a video
Post it on your website first
- As a blog or project page
Repurpose it on Instagram / Facebook
- Link back to the full project, or at least keep your website in your bio.
Same effort, but now you’re building your SEO.
Bottom Line
Instagram is great for:
- Staying top-of-mind
- Showing personality
- Getting some leads here and there
But your website is where:
- Google looks
- AI looks
- People go when they’re ready to hire
Stop feeding only Instagram. Feed your website, then let everything else pull from there.
Instagram is rented land. Your website is the asset.
