How to Improve Lead Generation for Contractors

Smiling contractor in a reflective vest and hard hat at a construction site, representing contractor lead generation.

Author: Brett Knox
December 5, 2024 - 4 MIN. READ

Many contractors are struggling with lead generation. Between inflation, high interest rates, and stagnating wages, consumers tend to delay home upgrades and repairs. 

For contractors, the average cost per lead is up, and converting leads into customers is more challenging than ever. Read on for effective strategies to improve contractor lead generation and quality, helping your business thrive in this challenging environment. 

Target Retail Markets for Direct Leads 

While lead generation platforms dominate search results, a growing number of customers are opting for alternatives. 

These large platforms help users shop around, but over 80% of Americans worry about online privacy, and sharing personal details with a large aggregator can be a drawback. Additionally, the high costs these platforms charge inflate quotes, making lead generation more expensive. 

As a result, more consumers are looking to hire electrical contractors directly. In order to connect with these consumers, contractors need to optimize their digital presence and get discovered easily in search results. 

Maximize Your Digital Visibility with Search Engine Optimization 

Google is often the go-to search tool for consumers seeking affordable alternatives to major lead generation platforms. 

In order to get discovered in Google searches, you need a strong search engine optimization (SEO) strategy: 

  • Google prioritizes good user experiences, which means your website needs to load quickly and should be optimized for different devices, including mobile. 
  • You also need to deliver relevant information to rank. Publishing content that showcases your expertise while answering important questions potential customers have is the best way to rank high in search results. Plus, establishing yourself as an expert is crucial for ranking high and attracting customers in emerging niches like electrification. 
  • You should also claim your Google My Business profile and update the information on it. Google will pull information from this profile when displaying your business in Google Maps results. 
  • Social media is an effective channel for discovering local products and services. Create a page for your contracting business if you don’t already have one, and invite customers to leave a rating or review. 

Is your business listed on local and contracting directories? Yelp, Angi, the Yellow Pages, Manta, and your local Chamber of Commerce’s directory are excellent starting points. These listings are an opportunity to create local citations, which are mentions of your business along with its address and phone number. It’s one of the factors Google considers for search rankings. 

As an alternative to ranking high in search results, you can also explore recommendations and word-of-mouth marketing. Offering a gift card or a discount on a future maintenance call in exchange for a referral can be a good way to give existing customers a reason to advocate for your business. 

Build a Lead Generation Funnel 

Getting discovered in search results is only the first step. Users often embark on a journey, consuming content to answer questions and gather the information needed to decide on repairs or upgrades. 

With so much content available on the internet, it’s easy to lose users to other contractors or lead aggregators during this journey. 

The key is to leverage quality content to keep users engaged with your business at every stage of their journey: 

  • Learn as much as possible about your audience, including their preferred formats and channels for researching the information they need. 
  • At the end of every piece of content, provide a clear next step, whether it’s calling you or consuming another piece of content, to get more answers. 
  • Add human touchpoints into this journey by encouraging people to reach out via chat on Facebook, send you an email, or call you just to ask a question. 

Leveraging Partnerships 

Developing your digital presence can be challenging if you lack time and expertise. For small contractors, digital marketing is often one more process to manage among a long list of daily tasks, and it tends to be overlooked. 

Raiven can help. As a leading buying platform, we not only work closely with quality suppliers but also give you access to vetted and proven business service providers, including vendors who can help with digital marketing. 

One of these partnerships gives you access to Viral, a service that can optimize your Yelp listing for improved visibility in search results. 

We select all our partners carefully to give you peace of mind to know that you’re getting the best value for your digital marketing budget. 

Explore Raiven’s Trusted Marketing Partners for Contractor Lead Generation 

As lead generation gets harder for contractors, taking a more strategic approach to lead generation is the answer. Raiven is here to help by giving you access to the best business services providers in the marketing and lead generation fields. 

If you’re not a Raiven member yet, joining will give you access to additional benefits, including a $995 setup fee waiver for Tempesta Media Rank, offering a cost-effective way to boost your lead generation.   

As a contractor, you can win more bids and increase profits by paying less for materials and equipment as well as business essentials.

Maximize your cost savings and simplify your procurement operations by joining a premier purchasing program like Raiven. With Raiven, businesses harness collective buying power to realize deep discounts, advantageous service terms, and priority access to critical supply chains. Eliminate the headache of vendor negotiations and enjoy significant reductions in expenses for EV charging stations, lighting, load shedding, tools, wire, panels, conduit, and more.

Gain access to pre-negotiated discounts of 7%-30% from industry-leading manufacturers and distributors, including Alpscontrols, ChargePoint, EnelX/Juicebox, Ferguson, Grainger, Graybar, HD Supply, Home Depot, Lowe’s, Office Depot, Sunbelt Rentals, Schneider Electric, and more!

Raiven is committed to supporting contractors by providing unbeatable prices on equipment, parts, and maintenance supplies. Experience the convenience of our streamlined purchasing platform for quick and efficient procurement. Other key benefits: 

Raiven is your one stop shop to save time and money.  Visit Raiven to learn more about our how our partners can solve your lead generation challenges.