Date: 20 May 2016
Content marketing ideas for tradesmen
As a tradesman or woman, your business comes from local people who will want something made or fixed. Ten years ago, they would ask a friend for a recommendation for a handyman, roofer or tiler, but nowadays more and more people will just ‘Google’ for a tradesman near them.
This is the reason your business website needs to be ranked high in Google search results, which is something you can achieve with
SEO and Content Marketing. In this article, we’ll explain what content marketing does for your website, and what types of content you add to improve your trade website.
Why is content marketing important?
Firstly, it can attract potential customers and increase the satisfaction of your existing customers. Secondly, Google will rank your website higher in search results when you update it regularly with interesting content.
The first step in creating web content for tradesmen
Before you start writing, you first need to identify what type of information your site visitors could be looking for. Ask yourself the following questions:
- What advice have customers asked me for in the past?
- What type of service has been requested more and more?
- Is there a difference in services requested in spring, summer, autumn and winter?
From your answers on the first two questions you can identify potential subjects to write about. If you’re a plumber, your customers might often ask you advice on the best way to unblock a sink. Floor fitters might get asked about the newest trends in wood flooring.
Many trades, like bricklaying and landscaping, have different jobs depending on the season. Your answer on the third question will help you decide on the right time of year to add and promote certain types of content. Google Trends is a free tool that can help you determine what the seasonality for certain search terms is.
For example: Customers might start thinking about their garden with the onset of spring, so that’s a perfect time to share your expert knowledge on when to plant what plants! Below you see a graph of how many people searched for ‘gardening services’ in the UK over the past three years, you can see an obvious spike over the summer months.
Now it’s time to get into how you use your expert knowledge to create compelling content that customers are looking for.
1. Case studies & Testimonials
This is the type of content we would strongly advise you include on your website, because it objectively shows the quality of your work. Ask your existing customers to write you a testimonial for your website. You can also send them a link to a review site after you finish the job, and later include these reviews on your own website.
A case study is a short story on a project you did that made you proud and made the customer happy. You should include information about the scope of the project, how you tackled any issues, and then show off the results with pictures! Make sure to add some quotes from the happy customer into your case study!
For example: one of our website customers, ProClean Tile Restoration, shows many before and after pictures of the tile floors he has restored. With these pictures, he shows the quality of his work to new potential customers.
ProClean Tile Restoration
As a bathroom or kitchen fitter, you could also take some amazing before and after pictures of your work. Another great addition to a case study is a picture of you explaining to the customer how you will tackle the project. A photo like the one below shows you’re a relatable and trustworthy tradesman!
By writing a case study you’re informing the people who are looking to find out more about these kind of these projects. They may not be ready to buy a service from you just yet, but they will remember your company’s expertise and store this information for future reference.
2. ‘How to’ guides
Show your skill and establish authority in the eyes of the DIYers out there by giving information on how to fix issues in a ‘how to guide’. Try a few searches on Google starting with ‘how to […]’ for your area of expertise to get inspiration.
As an electrician you could think of creating a guide on “How to replace a circuit breaker fuse”. A painter might write a useful article on “Top tips on how to paint walls without streaks”. Don’t forget to ask your existing customers what they’d like to know!
There are different ways to include ‘how to’ content on your site. You could create a step-by-step guide (with pictures) or you could create an informational video and upload it on YouTube. Once you’ve published your guide, you should share it on Facebook, Twitter and other social networks. The benefit of this type of content is the ‘share-ability’ of it, which will increase your page views. Your site will also get more authority, and that is key to improving your search ranking.
3. FAQ or live Q&A
An FAQ will be a section on your website on which you answer the most frequently asked questions of your customers. These questions can be about how your services work, how you can detect an issue, or how they can fix something themselves. Get these questions by doing research online and asking your customers. An FAQ page is a tried and tested strategy, and many trade websites will have one. Don’t make the mistake of copy and pasting content from a competitor’s website, because Google can detect duplicate content and will penalise your website for it.
If you like the idea of doing something more modern and personal, you could do a live questions and answers session. Many social networks, including Twitter, YouTube, Snapchat and Periscope will allow you to set one up. Tell your followers about the date and time in advance, and ask them for their questions. This kind of Q&A is becoming more and more popular, and it helps you with building your brand and increasing your followers.
4. Blog articles
Another way to add content to your site is by writing regular blog updates. You can choose to write about the subjects we’ve discussed earlier, you can write a product review, or explain a new technology you use. Another great topic to write about is your business and your team. A human interest story taps into our natural curiosity in other people’s lives. Interview your apprentice, or write down the history of your family business. Potential customers will feel more connected to your business straight away!
Regular content additions to your site tell search engines that your website is up-to-date, relevant, and informative, which helps with your ranking. By adding blog articles on topics that customers might be looking for, you can also increase traffic to your site.
Get more site visitors with specialist web design for tradesmen!
At Trendzer, we are experienced in building websites for the trade. We know what type of design and content works best for your business sector, and we have the techy knowledge to make sure your website is optimised for search engines. Take a look at our web design services for more information!