Top 10 Digital Marketing Mistakes Contractors Make (and How to Fix Them)

1. Ignoring Local SEO

The Mistake:
Too many contractors don’t realize how vital local search optimization is. They fail to claim their Google Business Profile or neglect the use of location-based keywords on their website.

Why It Hurts:
When a homeowner searches “kitchen remodeler near me,” or “HVAC repair in Oakville, Ontario,” you want your business to appear at the top of the results. If you don’t prioritize local SEO, you’re basically invisible to customers in your area.

The Fix:

• Claim and Optimize Your Google Business Profile. Start by verifying your profile. Then fill out every field you can—your business hours, a detailed list of services, and high-quality photos of recent projects. Encourage customers to leave reviews, and be sure to respond to them promptly. This helps your profile stay active and appealing.
• Use Local Keywords Throughout Your Site. Sprinkle your main service area and city names in page titles, headings, and meta descriptions. It doesn’t have to be repetitive or spammy. Just be natural about it.
• Encourage and Manage Reviews. Good reviews don’t just make you look great—they also boost your visibility in local search. Ask satisfied customers for feedback and make an effort to resolve issues with any negative reviews.

When you blend these tactics together, it becomes much easier for local homeowners to find you at the exact moment they need your service.

2. Not Valuing the Need for a Professional Website

The Mistake:
Just because you can build a house, it doesn’t mean you can build a website. Too many GCs rely on a basic, outdated website to represent their business online. Others think a social media page is enough to showcase their services. Spoiler alert – Instagram is not enough. 

Why It Hurts:
Your website is often a homeowner’s first impression of your business. A clunky, poorly organized site can scare off potential leads before you even talk to them. Your prospective clients will assume that the quality of your web presence will match the quality of your workmanship.

The Fix:

• Invest in User-Friendly Design. Your site doesn’t need to be flashy, but it should be easy to navigate. A clean layout with clear calls to action helps visitors move from curiosity to booking an estimate. Make sure your contact information is obvious and that your services are listed in a straightforward manner.
• Showcase Past Projects. High-quality images or short videos of your work can quickly build trust. Homeowners want to see proof that you know how to handle a project like theirs, whether it’s a kitchen remodel or a deck installation. You can’t overdo this part. More is more.
• Make It Mobile-Responsive. More and more homeowners search for contractors on their phones. If your site doesn’t load fast or display properly on a mobile device, expect high bounce rates and missed opportunities.

A professional website is like your online storefront. It tells visitors who you are, what you offer, and why they should choose you. Spend the money to have a great website built for your business.

3. Poor Ad Targeting

The Mistake:
You may be boosting posts on Facebook or running Google Ads with a few broad match keywords without narrowing down your audience. Spraying your message to everyone under the sun is an easy way to burn through your ad budget.

Why It Hurts:
Unfocused ads attract unqualified leads. You’ll spend too much on clicks from people who aren’t ready or able to hire a contractor.

The Fix:

• Define Your Ideal Client. Think about what kind of homeowner hires you most often. Are they located in a certain region or city? Do they have older homes that often need renovations? Use these traits to set up your ad targeting.
• Use Relevant Keywords and Interests. If you specialize in bathroom remodels, mention that term directly in your ad. On social platforms, you can often target individuals by interest or demographic, so filter for those most likely to need your services.
• Track and Refine Constantly. A single campaign might not yield immediate success. Review your metrics—such as cost per lead, click-through rates, or conversion rates—then adjust your targeting and budget accordingly. Small tweaks can significantly improve your results over time.

With smarter targeting, you’ll funnel your budget into the homeowners who genuinely need and want your services.

If you need a tool to help you plan your paid media budget, check out our Google Ads Budget Calculator Tool.

4. Not Building an Email List

The Mistake:
Plenty of contractors neglect to capture leads for future follow-up. They wait for customers to call them again or rely solely on referrals.

Why It Hurts:
Many homeowners take their time deciding which contractor to hire. If you have no way to nurture that relationship, you’ll be forgotten once they’re finally ready to move forward.

The Fix:

• Offer a Lead Magnet. A PDF checklist, a quick remodeling guide, or a small how-to on seasonal home maintenance are great ways to collect email addresses. People trade their contact information for something valuable. Give away a quick win to gain the trust of prospective clients.
• Send Regular Updates or Newsletters. It could be monthly or quarterly—just make sure you show up in their inbox. Share tips, before-and-after transformations, or current promotions. You stay on their radar without coming across as pushy.
• Automate Basic Follow-Ups. Use an email marketing platform that automatically sends a welcome or thank-you note. Consider adding an educational sequence over a few days or weeks to guide new leads toward booking a call.

By building and nurturing an email list, you stay connected with potential clients, even if they don’t need you right away.

5. Lack of Consistent Follow-Up

The Mistake:
Some contractors respond to new leads only once. Others wait too long to reply—or never follow up at all. This is a recipe for losing prospects who needed quick answers.

Why It Hurts:
Leads go cold very fast. If you’re not swift and persistent, another contractor can swoop in and close the deal before you even send your second email.

The Fix:

• Set a Response Standard. Aim to reach back within 30 minutes if possible—or at least on the same day. You don’t have to solve all their questions immediately, but acknowledge their inquiry and let them know when they can expect more details. Often, speed to reply ends a prospects search. People value convenience – always remember that.
• Use a CRM to Stay Organized. Customer Relationship Management software helps you log calls, emails, and reminders. We recommend the platform Jobber. That way, nobody falls through the cracks.
• Stay Gently Persistent. It’s easy for a busy homeowner to lose track of emails and phone calls. Follow up more than once, but always in a polite manner. A quick text or email reminder can significantly increase your close rate. If you’re not using SMS to contact your clients yet, you should consider adding it to your communication and sales strategy. In 2025, customers are used to communicating over text.

Consistency and quick responses show professionalism, which in turn builds trust and credibility.

6. Relying Too Heavily on Word-of-Mouth Alone

The Mistake:
Word-of-mouth is fantastic—when it happens. However, some contractors rely solely on referrals and neglect to cultivate new channels of lead generation.

Why It Hurts:
Even if you’re fully booked this month, you might face an empty schedule next month. Referrals are unpredictable. You risk hitting long dry spells if you don’t invest in active marketing.

The Fix:

• Diversify Your Marketing Efforts. Don’t bet the house on word of mouth. Google Ads should be a part of every service-based business’ marketing strategy. On top of that, you can use a mix of of other strategies such as: local SEO, social media ads, email campaigns, and possibly direct mail in certain markets.
• Ask for Referrals Strategically. Encourage satisfied clients to tell friends and neighbors about you. Consider sending a follow-up email after a project wraps up, politely asking for a review or a referral if they were happy with your work.
• Stay Visible Online. If you’re consistent about posting on social media and updating your website, more potential customers will see you and remember your name. This also means taking high quality photos of your completed projects and building your portfolio so you have content to use in ads and emails.

A multi-pronged approach ensures a steady flow of leads regardless of season or market shifts.

7. Missing Out on Social Proof

The Mistake:
Some contractors are shy about asking for testimonials or showcasing positive reviews. Others don’t even mention the wonderful feedback they’ve already received.

Why It Hurts:
Homeowners want reassurance. They need proof that you can deliver on your promises. Without social proof, you look just like any other contractor in a crowded market. All things remaining equal, people usually look for the product or company with the most reviews to determine who to trust.

The Fix:

• Collect Testimonials at Project Completion. Right when a customer is thrilled with their new deck or remodeled kitchen, ask them for a short testimonial. Make it easy by providing a link to your preferred review platform. We always suggest that our clients automate this process through a platform like Jobber which puts reputation management on autopilot.
• Show Before-and-After Visuals. Images or videos are incredibly powerful. A quick montage of a home renovation can convey a sense of transformation and expertise.
• Highlight Awards or Certifications. If you’ve earned an industry accreditation, display that badge on your website. These accolades differentiate you from less qualified competition.

The more you share genuine feedback and real-life results, the more new clients will trust you from the start.

8. Failing to Track Marketing ROI

The Mistake:
You might be paying for ads, sponsorships, or local mailers without measuring performance. Guesswork is common, but it can be costly.

Why It Hurts:
Without concrete data, you’ll continue pouring money into tactics that aren’t effective. At the same time, you might ignore a channel that’s quietly driving solid leads. You need to know what is working best so that you don’t throw good money after bad investments.

The Fix:

• Set Clear and Measurable Goals. You can’t gauge success without a target. Define what you want—calls, email sign-ups, or booked consultations—and track how many new leads you get.
• Use Tracking Tools and Techniques. Google Analytics can reveal how people find your site. Unique phone numbers for each campaign can tell you exactly which ad or flyer generated each call.
• Calculate Cost per Lead (CPL). Compare how much you spend on a marketing channel to the number of leads it brings in. This helps you focus your budget on high-performing strategies.

When you track ROI, you can make informed decisions rather than guessing which tactics are moving the needle. This is often where the value of a trusted marketing partner shines through for busy small business owners who have been running their own ads. You might be running your own ads, but if you’re not also meticulously tracking their performance you will never optimize their ROI.

9. Not Having a Clear Brand Message

The Mistake:
If you look like every other local contractor, you won’t stand out. Telling homeowners “we do everything” doesn’t show your specialty or uniqueness.

Why It Hurts:
A muddled message forces prospects to compare you on price alone and that race to the bottom is one you don’t want to win. Also, if you claim to be good at everything, what people really hear is “we don’t specialize in anything”. You need a specialty.

The Fix:

• Develop a Distinct Value Proposition. Think about what sets you apart. Maybe you use premium materials, offer a specific warranty, or specialize in modern designs. Make that uniqueness obvious in your marketing.
• Speak Your Customer’s Language. Homeowners have plenty of questions about renovation timelines or project costs. Address these concerns in plain, friendly language. Whenever you can articulate your client’s problems better than they can, they will trust you much more.
• Be Consistent Everywhere. Use the same visuals, messaging, and tone across your website, social media, and print materials. This consistency forms a memorable brand identity.

Remember, people hire contractors who make them feel confident and understood. A clear brand message does exactly that.

10. Stopping at Lead Generation

The Mistake:
Some contractors think the job is done once leads come in. But marketing goes beyond filling the pipeline—it’s also about closing the sale and delivering a smooth customer experience.

Why It Hurts:
Even if you attract leads, you’ll lose out if you don’t have a process to close deals. Worse, you risk tarnishing your reputation if you overpromise and can’t handle the workload.

The Fix:

• Nurture Leads with Personalized Follow-Ups. A homeowner might need multiple touchpoints before signing. Send relevant information, offer site visits, and highlight what sets you apart.
• Streamline Your Sales Process. Make it easy for a homeowner to say “yes.” Provide a clear, itemized quote and simple contract details, and be available to answer questions without delay.
• Plan for Growth. If you anticipate a rise in projects, line up subcontractors or train additional staff. When you can handle more business smoothly, you protect your reputation and keep clients happy.

When you connect your marketing to a solid sales and delivery process, you set the stage for long-term success and more repeat customers.