Disclaimer: This is a guest post by Wendy Komancheck. You can find her bio at the end of the post
Imagine you live in a small town—10,000 people—and there are three different HVAC companies vying to get the attention of these 10,000 souls. They use direct mail pieces, door hangers and Val-U Pak coupons.
You’ve tried all of these things too but somehow you intuitively know that you need to stand out from the crowd. How can you do it?
A blog, as well as other inbound marketing including ebooks, webinars and case studies, help you stand out from your local competitors. A blog on your website, though, is the first place to start to get the attention of 10,000 people in your hometown as well as many more folks throughout your county and state.
It can be overwhelming to come up with topics, write the blog and post it. What do you get in return?
Here are 10 reasons how a blog will help your contracting website get more visitors:
1. To help your local audience find you
Your blog should incorporate the cities, counties and states that you service. For example, many of my clients cover between 2-10 cities in their region. To make it less cumbersome to read, I’ll list those cities after the call to action (CTA).
2. To help your readers through the buyer’s journey
You will have people coming to your website at different stages of their buying journey. So you want blogs
- For a first-time homeowner who never hired a contractor in their life.
- For the homeowner who has lived in his/her home for a decade or more and wants to make renovations.
- For a homeowner, who is new to your area and needs a contractor to add an addition, repair or renovate their new home.
Beyond the buyer’s journey, you also need to keep in mind who will be reading your blogs. For example, do you have mostly older customers or do you want to appeal to millennials buying their first home?
3. To answer popular FAQs about your contracting services and procedures
Do you notice a pattern to the questions people ask you about your contracting services? Make a list of these popular questions and use them as blog posts.
4. To describe your services
In addition to FAQs, go back to basics and explain why someone should hire a contractor rather than doing it themselves. Other service description blogs include:
- How to hire a reputable contractor
- Why it’s important to hire a licensed and insured contractor
- What you can expect when your contractor gives you an estimate
- What you need to know about municipal permits.
Think about other basic information a first time homeowner would need to know for a major home project, for instance, 10 tips to avoid a residential disaster, such as clogged toilets or frozen pipes in winter.
5. To be a solution for your customers’ pain points
Think about what gives homeowners the biggest headaches when it comes to home repairs, dealing with contractors or keeping their homes meeting HOA regs. These are your customers’ pain points. And you can ease their pain points with advice and ideas found in your blogs.
6. To bring more folks to your contractor website
Regular, consistent blogging, as well as growing a fan base on social media, will bring more people to your website. Each blog has the potential to hit the bull’s eye by transforming a visitor into a sales lead. Blogging allows you to get in front of your ideal clients by answering their questions and concerns about home repairs and renovations. And positioning you as an expert and someone they can trust.
7. To develop a theme for your social media channels
Are you scratching your head about what to upload to your Facebook page? Need a pithy line for Twitter? Then use your blogs as themes for a month. Take your current blog and rewrite each main point. Tailor each point to match the readers on your favorite social media channels. And voila, you’ll have enough content to post on your social media channels for a month.
8. To increase your organic search results
What do you get in return for regularly posting blogs on your website? Your return on blogging comes in higher organic search results and hopefully more sales leads. In other words, Google and other search engines will make it easier for someone who searches “Best HVAC service in Pittsburgh, Pa.” to find you in a search.
9. To develop a body of content that you can reuse
Did you know that you can reuse your blogs? It’s true—you can republish them on another website, develop an ebook or put your top five blogs into a handy guide that people can download.
10. To market new products or services
If you signed on to be a dealer for a tire company or you’ve added a new service to your business, use your blog to let people know what that new product or service is—explain why you added it and how it’ll help homeowners when they invest in it.
You can even use this idea to promote under-performing products and services that you think will benefit homeowners.
It takes a lot of work to produce blogs. But it’s worth the investment if that means your phone will be ringing more than your competitors.
Wendy Komancheck is a copywriter exclusively for the lawn care and landscape industries. She’s also written blogs for HVAC and home improvement service companies. You can email her at [email protected] or call/text her at 717-381-6719. She’ll love to answer your questions about content marketing, social media content and blogging.