Contractors, Is Your Online Presence Helping or Hurting Your Business?

Your online presence is often the first impression potential customers have of your business. Whether they find you through Google, social media, or contractor-specific platforms like Houzz and Angi, a well-maintained digital footprint signals professionalism and reliability. 

Think about the last time you searched for a service provider online. If their website was outdated, social media inactive, or contact information incorrect, did you move on to another option? Your potential clients do the same.

Just like your tools and equipment need regular maintenance, so does your online presence. A fresh and well-maintained online presence isn’t just about looking good—it directly affects your ability to attract and convert leads. Keeping everything updated ensures that your business stays relevant, visible, and trustworthy. And what better time to do a check up than right now.

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1. Start with Your Email – Keep It Professional and Active

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Your email is often the primary way customers contact you, so keeping it professional and up to date is crucial. Make sure to regularly go through your email so you don’t miss anything and clean it by unsubscribing from services you don’t use. If your email is overwhelmed with things that are not relevant to your business, you may miss on potential customers' inquiries. 

If your business has grown, make sure your email reflects that. For example, instead of using a general email like johnsroofing@gmail.com, you might create separate addresses for quotes (estimates@johnsroofing.com) and customer support (support@johnsroofing.com). This small change improves organization and makes communication more efficient.

A professional email builds credibility and reassures customers that they’re working with an established business. Also, regularly check and respond to inquiries—delayed responses can cost you potential jobs. 

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2. Social Media – Stay Active and Relevant

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Social media platforms like Facebook, Instagram, and LinkedIn are essential marketing tools for contractors. Even if you’re busy with projects, your social media presence shouldn't go silent. A stagnant profile can make customers wonder if you’re still in business. Post recent project photos, client testimonials, and seasonal promotions to keep your audience engaged. 

For example, before-and-after images of a completed kitchen remodel or a short video showcasing a deck-building process can boost engagement and attract new clients. Instagram reels and TikTok are great for spreading awareness on your business, simply by posting short videos you probably regularly take after finishing projects. For instance, a weekly “Project Spotlight” post featuring a job in progress can show potential customers what to expect and help them visualize their own projects.

You can also always ask satisfied clients for testimonials. People are more likely to hire a business that has a lot of good reviews and social proof. 

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3. Website & Houzz Profile – Keep Your Online Listings Accurate

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Think of your website as your 24/7 sales rep. If a potential client visits your site and sees outdated information or a broken contact form, they’re likely to move on. Check your website and contractor directories regularly to ensure everything is accurate and functional. 

Set a reminder to review and update this information monthly. Also, make sure your portfolio showcases your best and most recent work—clients want to see what you’ve done lately, not projects from five years ago. Refreshing your content with new project photos and customer reviews keeps your online presence fresh and credible.

Websites like Houzz, NextDoor and HomeAdvisor are a great way to connect with potential leads and share your expertise. All you need to do is create a profile and regularly update it. Simple, right?

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4. Google Business Profile – An Easy Way to Rank Higher

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Your Google Business Profile is a powerful (and free) way to improve your search rankings. Many contractors set up their Google Business Profile and forget about it, missing out on free exposure.

Make sure your business hours, contact details, and service areas are current. Encourage satisfied customers to leave reviews—having recent positive feedback boosts credibility and can influence potential clients to choose you over competitors. Always try to respond to reviews, both good and bad. It gives you more credibility and it’s a really effective way to increase local leads.

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5. Testimonials & Reviews – Keep Them Coming

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Think about how often you check reviews before hiring a service. Your customers do the same. A steady stream of positive reviews signals that your business is reliable. Make it easy for clients by sending them a direct link to leave feedback, and showcase their testimonials on your website and social media. The more recent, the better.

Customer reviews act as digital word-of-mouth marketing. If the last review on your website or Houzz profile is from two years ago, potential clients might wonder if you’re still active. You can always offer a small discount or a free upgrade in exchange for a review. Clients will feel appreciated and it’s a great incentive for them. 

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In conclusion:

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Refreshing your online presence isn’t just about aesthetics—it’s a vital part of keeping your business competitive. By regularly updating your email, social media, website, and customer reviews, you increase your chances of getting found by new clients and maintaining credibility with existing ones. Think of it as a simple but powerful way to grow your contracting business.

We compiled a short checklist you can download and use monthly to stay on track and see how a few tiny changes can make a big impact for your business:

✅ Update email signatures and autoresponders
✅ Post a recent project or client testimonial on social media
✅ Review and update contact details on your website and Houzz profile
✅ Check and update your Google Business Profile
✅ Request at least one new customer review
✅ Refresh portfolio images on your website and social media
✅ Respond to any unanswered inquiries or messages online
✅ Respond to any comments you received on Google Business or social media

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