Content Marketing for Contractors: Build Trust, Get More Jobs, and Grow Your Business
Ask most contractors how they get work, and you’ll hear some mix of word-of-mouth, a Facebook page, and maybe a few hundred bucks dropped on Google Ads. And while that might have worked five years ago, today’s homeowners expect more.
They Google before they hire. They read reviews. They stalk your Instagram. And if they can’t find helpful, trust-building content? They move on.
That’s where content marketing comes in.
This blog will show you how to use content marketing to attract the right clients, stand out from the guy down the street, and build a steady pipeline of projects. And no—you don’t need to be a TikTok influencer to make it work.
Let’s break it down.
What Is Content Marketing for Contractors?
Content marketing is simple: You create helpful content that answers your ideal client’s questions, shows your work, and builds trust before they ever pick up the phone.
Unlike ads that say, “Pick me!” Content says, “Here’s how I can help.”
Over time, you build trust and goodwill with your audience. When it comes time for them to select a home builder or contractor, you naturally stick out in their minds.
Content that works for builders and contractors:
While there are a variety of different topics and forms of content to create, here are a few examples to consider:
Before & after project photos
Quick video walkthroughs of finished jobs
Blogs that answer FAQs ("How much does a kitchen remodel cost?")
Social media posts explaining your process
Email newsletters with seasonal maintenance tips
The best part? Your content works 24/7 while you’re on-site pouring concrete or hanging drywall.
For more on building trust with content, check out How to Build Trust with Your Audience.
To dive deeper into what content marketing is for builders, see Venveo's guide to content marketing for construction companies.
Why Traditional Ads Alone Don’t Cut It Anymore
Do Google Ads work for contractors?
Yes — but not by themselves.
If someone clicks your ad and lands on a barebones site with no social proof or value? They’re gone.
The average Google Ads cost-per-lead for home services ranges from $25 to $85. But conversion rates vary wildly based on the quality of your content and site.
That’s why ads must lead somewhere worth landing.
What about Facebook ads?
They can work for brand awareness or lead gen — especially with retargeting. But again, content is the glue.
Think of ads like sprinklers: they spread water. Content is the soil that helps something grow.
What Do Customers Really Want from a Contractor?
According to a 2023 Modernize Home Services Homeowner Survey, 86% of homeowners consider trust and credibility the most important factor when selecting a contractor. No surprise there.
But more specifically, here’s what homeowners are looking for in a contractor:
Proof you’ll do the job right (project photos, reviews, testimonials)
Clarity about the process (timelines, expectations, price ranges)
Good communication
Content marketing builds trust before the first call.
For more on connecting with your customers through narrative, check out this post on The Power of Storytelling in Marketing.
Real-world example:
Instead of just posting a bathroom remodel photo, write this:
"Before, this homeowner was fighting mold and water damage. We turned this 1990s bath into a spa-like retreat in 8 days—on time and on budget."
Story > snapshot.
How to Market Yourself as a Contractor (Using Content)
Content marketing can be a lot.
But here’s the good news: You don’t need to do everything. Just be consistent with these steps:
1. Know who you're talking to
Are your best clients young families, retirees, property managers? Create content for their problems.
2. Answer their burning questions
If you hear the same thing on every sales call (“How much does this cost?”), make a blog or video about it.
3. Show off your work
But go beyond pretty pictures. Add story, context, and credibility.
4. Be consistent
One blog per month. One video per project. Two Instagram posts per week. Pick a schedule and stick to it.
Need help refining your messaging? Read How to Clarify Your Brand Voice.
To see a full framework tailored for contractors, check out Contractor Growth Network’s 8-step strategy.
Best Forms of Content Marketing for Builders
Blogs
Blogs are great for Google rankings. Even one well-written blog per month helps.
Example topics:
“5 Things to Know Before Starting a Kitchen Remodel”
“What Does a New Roof Cost in Iowa in 2025?”
See more about local search optimization in Leveraging Local SEO for Small Businesses.
YouTube or Instagram Reels
Job site walkthroughs
Time-lapse transformations
Tips like "How to choose the right flooring"
Send monthly updates with project highlights, seasonal checklists, or special offers.
Google Business Profile posts
Yes, you can post there too. Weekly photos or blurbs help your ranking.
Looking for creative inspiration? Here are 7 content marketing ideas for home builders from Allura.
How Much Do Contractors Spend on Advertising?
According to the SBA and industry surveys (1, 2):
Contractors spend 1–5% of gross revenue on marketing.
For a $500K business, that’s $5K to $25K annually.
If 90% of that goes to ads with no follow-up? That’s a leaky bucket.
Put 10–30% of your budget toward content. It lives forever, builds trust, and lowers your ad cost over time.
Ads are like espresso — a quick jolt. Content is like oatmeal — slow, steady energy that keeps you full.
Mini Case Study: Meet Jason
Jason runs a small remodeling company in Des Moines. He used to rely on referrals and Facebook.
Then he started doing:
One blog post a month ("How to prep for your kitchen demo")
Posting photos with 1-sentence captions and client quotes
A project walkthrough video once a quarter
Result? More quote requests from people who had already decided he was the one.
"I don’t have to sell as hard anymore. They already trust me."
Mistakes to Avoid
Only posting photos with no context
Talking like a contractor instead of a human ("composite joist span capacity" doesn’t help the average homeowner)
Ignoring reviews and testimonials
Not capturing leads (name + email = gold)
The Contractor’s Edge
Content marketing isn’t a trend. It’s the most powerful way to:
Build trust
Educate your future clients
Lower ad spend
Win jobs without being the cheapest bid
So whether you’re a solo GC or run a 12-person team—if you want your marketing to actually work, content is your edge.
Want help building your content system?
Swanson Digital Co. helps contractors like you turn job sites into content machines.
Book a free strategy call and let's build something that works.