DIY Marketing Launch Kit

1. Why Most New Contractors Struggle to Get Leads
   
   
2. Build the Foundation Before Advertising
   
   
3. Your DIY Website Checklist (What Makes a Good Contractor Website)
   
   
4. AI Lead Capture & Instant Follow-Up Systems
   
   
5. Setting Up Social Media (Facebook & Instagram)
   
   
6. BONUS: Google Business Profile Setup Guide
   
   
7. Reviews: The Real Growth Engine of Your Business
   
   
8. The Referral System: Turning Happy Customers into More Jobs
   
   
9. Your Step-by-Step Roadmap (What to Do First, Second, Third…)
   
   
10. Final Thoughts & Next Steps (Including Optional $297 Foundations Setup)

Resist the urge to spend on ads right away. New contractors often think buying leads or running ads will jump-start their business. But running ads without a solid foundation is like pouring water into a leaky bucket. You’ll get far better results if you set up your basic marketing pieces first. In fact, generating leads organically (through your own website, Google presence, etc.) is much cheaper and tends to bring in higher-quality leads for long-term growth. Let’s break down why paid ads don’t work well until you have the following in place:

• Clean, Credible Website: If someone clicks on your ad but lands on a sketchy or confusing website, they’ll leave immediately. We’ve seen contractors spend thousands on Google Ads only to send traffic to websites that convert only 2–3% of visitors – whereas a well-designed site can convert 10–15%+ of visitors into leads. That’s the difference between profitable campaigns and burning cash. Bottom line: fix your website before pouring money into ads (more on what makes a good site in the next section).
  
  
• Google Business Profile (GMB) Set Up: A Google Business Profile (formerly Google My Business) is a free listing that lets you appear on Google Maps and local search results. If you haven’t claimed and optimized this, you’re missing perhaps the biggest source of free local leads. Nearly 46% of all Google searches are seeking local information – so if someone searches “epoxy floor contractor [Your Town]”, your business needs to show up in that local 3-pack. Claiming your GMB profile and filling it out completely (address, hours, services, etc.) is step one to capturing those leads. It also builds credibility; a business that appears on Google with photos, reviews, and proper info instantly looks more legit than one that doesn’t. (We’ve included a Bonus Guide on setting up GMB properly – see Section 6.)
  
  
• Some Positive Reviews: Don’t start blasting ads until you have at least a few good reviews online. Imagine paying for a lead and the homeowner Googles you – only to find no reviews or a 2-star rating. They’ll likely call someone else. Build up your reputation first so any traffic you drive will actually convert. Even just 5–10 five-star reviews on your Google profile can make a world of difference. As noted earlier, people treat online reviews like personal recommendations. Invest time in asking your happy customers for reviews (Section 7 will cover how to get reviews quickly, even if you’re brand new).
  
  
• Follow-Up System for Leads: It’s pointless to pay for a bunch of clicks or calls if you aren’t going to answer the phone or respond promptly. Before doing ads, set up a basic lead follow-up process. This could be as simple as: when someone fills your web form, you immediately get an email notification and they immediately get an automated “Got your request, we’ll be in touch ASAP” reply. Or ensure calls to your business line get answered or at least returned within minutes. If you don’t have time to man the phones, consider an answering service or an AI chatbot/assistant (we’ll discuss options in Section 4). The key is to never let a hot lead go cold. Speed-to-lead is everything – companies that respond within 5 minutes see much higher conversion rates (up to 40% higher) than those that wait half an hour or more.
  
  

By firming up these foundations, any money you later spend on advertising will work much better. In fact, many contractors find they don’t even need paid ads initially. For example, one entrepreneur launched a landscaping business and did the bare minimum – a one-page website, a Google listing, and 12 people asked to leave reviews – and he received about 15 inbound leads in the first 4.5 months without spending a dime on ads. How did those customers find him? They searched on Google, saw his business in the Maps results (with more reviews than competitors), clicked to his simple website, and contacted him. That’s the power of a solid foundation. Get yours in place first – you’ll start generating some organic leads and also set yourself up for successful advertising down the road.

Your website is the cornerstone of your marketing. Think of it as your digital storefront – if it’s broken, outdated, or hard to navigate, potential customers will walk right past (or hit the “back” button). The goal of your site isn’t to win design awards, it’s to make a great first impression and turn visitors into leads. Here’s a checklist of what every contractor’s website should have (no fluff):

• ✅ Mobile-Friendly & Fast Loading: The majority of homeowners will look you up on their phone, so your site must work well on mobile. (As of 2024, Google won’t even index sites that aren’t mobile-friendly!) Make sure your text is readable on small screens and buttons are easy to tap. Also, optimize your site speed – compress images and use a decent host. 40% of users will abandon a website if it takes more than 3 seconds to load. You don’t need to know the tech behind this; just choose a website builder or template that is labeled “mobile-responsive,” and avoid huge image files that slow things down.
  
  
• ✅ Clear Who/What/Where (Hero Section): As soon as someone lands on your homepage, it should be obvious what you do and where. Have a simple headline or banner that says “Epoxy Flooring and Concrete Services in [Your Area]” (or whatever your specialty is). Don’t make people guess. Also display your phone number at the top and perhaps a tagline like “Free Estimates” to entice action. In one glance, a visitor should know: This is a [type of contractor] serving [location].
  
  
• ✅ Showcase Your Work (Photos): High-quality photos of your projects will build trust fast. People want to see what kind of work you do. Include a gallery or at least before-and-after photos of a couple projects. Even if you’re brand new, you might use photos of a personal project or a friend’s project you helped with – just make sure they represent your capabilities honestly. Caption the photos with brief descriptions (e.g. “Stamped concrete patio in Brentwood, completed April 2025”). Visual proof is powerful for convincing customers. Testimonials can be included here too – for example, a quote from a happy client next to a project photo. In fact, dedicating a section or page to testimonials is recommended, and mixing written reviews with photos of happy customers can increase credibility (interesting stat: 68% of people don’t trust a perfect 5-star rating – a mix of glowing reviews with an occasional 4-star actually appears more believable).
  
  
• ✅ Simple Navigation & Pages: Keep your site structure basic. You really need just a few pages: Home (overview of services and value you offer), About (your story, experience, maybe a photo of you/your team), Services (details of what you offer if not already on home), possibly a Gallery/Projects page, and a Contact page (though your contact info should be visible everywhere). Make sure menus are easy to find and use (standard top menu or a clear mobile menu icon). Don’t hide key info behind logins or clutter up the site with irrelevant content. The website’s job is to reassure and inform, not to overwhelm.
  
  
• ✅ Strong Calls-to-Action (CTA): Every page on your site should nudge the visitor to contact you. Use big, obvious buttons or banners like “Request a Quote” or “Call Now": [phone number]”. Ideally, have a contact form on your homepage and contact page where people can submit their info for a free estimate. Make it ridiculously easy for visitors to reach out – the less effort required, the more leads you’ll get. For example, a click-to-call button on mobile (so they tap it and it dials you) will capture folks who prefer to phone. Also, ensure any forms are short (name, phone, maybe a note) – don’t scare them off with 20 required fields.
  
  
• ✅ Trust Signals & Credentials: Include those little details that boost a visitor’s confidence. Display any licenses or certifications you have (“Licensed and Insured – License #12345”), logos of professional associations or the BBB if you belong, and even a mention of “20 years experience” or “Satisfaction Guaranteed” if applicable. If you have awards or have been featured somewhere, add that badge. These elements, often called trust badges, signal that you’re legitimate and reliable. Also, prominently showing a few real customer reviews on your site (e.g. “★★★★★ – John D.: ‘Great work on our new driveway…’”) can be incredibly persuasive. Social proof isn’t only for Google/Facebook; put it on your site too.
  
  
• ✅ Contact Info Everywhere: This sounds obvious, but double-check that your phone number and email (or a contact form) are easy to find on every page. Many contractors put the phone in the top-right corner and again in the footer. Also list your service areas or location so people (and Google) know where you operate. There’s nothing worse than a prospective client wanting to reach you but not finding contact info quickly.
  
  
• ✅ Use a Good Website Builder (optional tip): If you’re not tech-savvy, consider using an easy website platform. Wix, Squarespace, and Weebly are popular DIY builders with templates for small businesses. They handle the mobile-friendly part for you. WordPress is another option if you want more control (many contractors use WordPress with a simple theme). The key is to choose one you feel comfortable updating. You don’t need custom code or an expensive web developer for a starter site – these builders can get you online in a weekend. Just pick a clean template (look for “contractor” or “construction” templates as a starting point).
  
  

In short, keep it simple and professional. A clean, easy-to-use website with these basics will punch above its weight. It shows customers that you’re legitimate and it directs them toward contacting you. Remember, even if you’re a one-person operation with a 4-man crew, your website can make you look as trustworthy and established as any bigger company. And once it’s live, you have a 24/7 salesman for your business online.

(Pro Tip: We’ll mention it again later, but once your site is up, be sure to link it on your Google Business Profile and your social media pages, and vice-versa. Tying all your online channels together helps people (and Google) see the full picture of your business.)

 An example lead management workflow for home services – capture every inquiry, respond within minutes, nurture the lead over time, and track the results.

Now that your website and online profiles are set to capture leads, it’s crucial that nothing falls through the cracks. This section is all about setting up a simple system to respond to new leads right away, even if you’re busy on a job site. We’ll also touch on using AI or automation to help with follow-ups. The goal: never miss out on a potential customer because you were unavailable or slow to reply.

Why Speed Matters: When a homeowner reaches out – whether by phone, form, or Facebook message – they likely contacted a few contractors at once. It’s essentially a race to see who responds first and best. We’ve already noted that often the first responder wins. To reiterate, 78% of customers will choose the first company that gets back to them. Think about that: if you reply in 5 minutes and everyone else takes an hour, you’ve set the bar and grabbed that opportunity. There’s even a famous statistic from a sales study: responding within 5 minutes can make you 21 times more likely to convert a lead compared to waiting 30 minutes. The bottom line – speed-to-lead is a game changer.

The 24/7 Auto-Responder: Of course, you can’t monitor your phone or email every second. This is where a simple auto-response system helps. At minimum, set up an instant response for each channel:

• For website forms, have an automatic email sent back to the person saying “Thanks for contacting [Your Company]! We’ve received your request and will call you shortly.” Many form services or website builders have this feature built-in (often called an autoresponder or confirmation message).
  
  
• For your business email, you could use an out-of-office auto-reply with a similar message.
  
  
• For Facebook page messages, turn on the Messenger auto-reply (e.g., “Hi! We got your message and will get back within the hour. If urgent, call us at 555-1234.”).
  
  
• If you use text messaging with clients, there are services that can immediately reply to a missed call or text with a custom message.
  
  

These instant replies let the lead know you got their inquiry and you care. It buys you a little time and keeps them from contacting the next contractor on the list. It’s like an immediate virtual handshake. Even at 2 AM, a person gets a response and feels heard.

Leveraging AI Assistants: Thanks to new tools, even small businesses can use AI to handle lead interactions. For example, some contractors use AI chatbots on their website – a little chat bubble that can answer common questions (“Yes, we do free estimates!”) and collect the person’s info. Others use AI-driven text messaging systems: the moment a new lead comes in, the system starts a text conversation, maybe saying “Hi this is Joe from Joe’s Concrete, got your request – when’s a good time to chat?” These AI agents can be surprisingly effective at engaging leads until you can step in. There are services (like Smith.ai, Hatch, etc.) that specialize in this kind of AI receptionist or texting assistant.

Now, you don’t have to use AI. The key is an automated process, whether that’s a simple script or a smart chatbot. If all this sounds too high-tech, focus on the basics: set up notifications so you immediately know when a lead comes in, and have some pre-written text or email responses ready to fire off. You can even use SMS templates on your phone. For example, after missing a call: “Sorry I missed you! This is Mike at Mike’s Masonry. I’m finishing a job but will call you back within the hour. Appreciate your patience – talk soon!” A quick text like that can prevent the person from moving on.

Lead Nurturing (Staying in Touch): Instant response is step one. But what if the lead doesn’t answer your follow-up call? Or what if they say “We’re just gathering quotes, not ready yet”? This is where a bit of automated nurturing pays off. Set a reminder or use a CRM to follow up again in a day or two. Even better, use an email sequence: for example, the inquiry that came in gets an immediate reply, but also triggers a sequence to send another email after 1 day (“Just checking in, we’re ready to help with your project whenever you are!”) and maybe another after a week with a useful tip or a testimonial. These gentle reminders keep you in the customer’s mind. You can do this manually with calendar reminders, or let an email marketing tool handle it.

Never Lose a Lead: The ultimate goal is that every single person who reaches out gets acknowledged and answered quickly, and no one falls through the cracks. If you implement even a basic system, you’ll already be ahead of most new contractors who do not follow up consistently. For example, many contractors miss calls while on a roof or with a client and forget to call back – and those leads are gone. Don’t let that be you. Even using a service like Smith.ai or Ruby Receptionists (live virtual receptionists) to answer calls can be worthwhile once you have volume, but early on, an autoresponder and quick manual follow-up can suffice.

One marketing company that works with tradesmen observed that after adopting a structured 5-step lead management process (capture, respond rapidly, qualify, nurture, measure), contractors saw dramatic improvements – some reported a 75% increase in sales simply by handling leads more systematically. That’s how important this is. So treat your leads like gold: respond fast (with a human touch or AI help), follow up diligently, and you’ll convert more of them into paying jobs.

(Tip: Text messaging is often the easiest way to reach homeowners quickly. Texts have about a 98% open rate  dripjobs.com, far higher than email. If you get a cell number, don’t be shy about sending a polite text in addition to calling. Many clients actually prefer it.)

You might be thinking, “I’m a contractor, not an influencer – do I really need social media?” The answer is: you should at least stake your claim on Facebook and Instagram, because many customers will look for you there. It’s all about presence and credibility, not about going viral or posting every day. In fact, 78% of consumers research a company’s social media before making a purchase or hiring decision synup.com. If a homeowner hears about you (or gets your flyer, or finds you on Google), there’s a good chance they’ll do a quick Facebook or Instagram search to see if you’re “real.” Having an up-to-date page with some photos and info can make a positive impression.

Here’s how to get set up, step by step:

Facebook Business Page: Create a Facebook Page for your business (this is separate from your personal profile). It’s free and straightforward. Use your exact business name so it’s easy to find. Fill out the key details: business category (e.g. “Concrete Contractor”), your service area or address, phone number, website link, hours, and a short About description (e.g. “Family-owned concrete and epoxy flooring contractor serving the Omaha area. 15+ years experience in driveways, patios, garage floors. Quality work at fair prices.”). Upload a logo or a nice project photo as your profile picture, and a high-quality project photo as the cover image (perhaps a wide shot of a beautiful finished job). These visuals immediately tell visitors what you do.

Once the page is created, invite some friends or family to “Like” it to get a bit of social proof on there.

After setup, make a welcome post: introduce your business, maybe share a couple before-and-after pictures, and say you’re excited to serve the community. You don’t have to post daily, but do aim to post something occasionally – for example, each time you finish a notable project, post 1-3 photos with a blurb (“Just wrapped up an epoxy garage floor for a homeowner in Lakeside – check out that shine!”). This keeps your page active. Also, enable Messenger on your page and be ready to reply – some folks will prefer to message you on Facebook instead of calling.

Instagram Business Account: Instagram is more visual, which is perfect for contractors because you can show off your work. Set up an IG account with your business name (or as close as possible if the exact name is taken). Convert it to a Business account in settings (this just gives you more features and lets people contact you easily). Write a brief bio – something like “Concrete & Epoxy Contractor | Serving [Your City] | Quality driveways, patios, and garage floors. 📞 555-1234 for a free quote.” Include your website or a contact link in the bio.

Then start posting photos of your projects. Instagram allows multi-photo posts (carousel) which is great for before/during/after sequences. Use relevant hashtags like #concrete, #epoxyfloor, #[YourCity]Contractor – but don’t overdo it (5-10 hashtags is plenty). The idea isn’t to become Instagram-famous, but to have a portfolio that potential clients can scroll through. Many homeowners love seeing project photos; it gives them ideas and confidence in your abilities. Even short video clips (walking through a completed job, or a time-lapse of a pour) can be effective.

Why Social Media Matters (even for contractors):  It provides social proof  and visibility. If a customer Googles you and finds your website and sees you have an active Facebook page with 200 followers and recent posts, you immediately stand out as more established than a competitor with no online footprint. It also gives happy customers an easy way to tag you or leave reviews on Facebook. And importantly, some customers just trust Facebook info – they might see you have a 5-star rating on your FB page or see comments from locals praising your work. All of that builds credibility.

Keep in mind, 58% of consumers say they first discover new businesses on social media synup.com. You might even snag a few leads directly from your posts or through Facebook groups (e.g., someone asks for recommendations, and a past client shares your page). At minimum, social media helps you control the narrative about your business – you get to showcase the kind of work you want to be known for.

Tips for Managing Social Without Hassle: You don’t need to spend a ton of time here. Maybe dedicate an hour a week to updating. Schedule posts in advance if you can (Facebook has a scheduler). Respond to any comments or messages within a day or so – responsiveness on social is another trust factor. If you get into using hashtags on Instagram, you might attract some spammy comments; it’s okay to ignore or delete those. The point is to appear active and engaged, but you’re not aiming to become a content creator full-time.

Finally, link your social pages on your website (“Follow us on Facebook”) and vice versa (your FB and IG should list your website). This cross-linking improves your overall online presence.

(Optional: If you’re comfortable, you can also create a LinkedIn profile or a Nextdoor  business page, as some homeowners use those to find contractors. But Facebook and Instagram are the big two for residential contractors in terms of broad usage.)

If there’s one “secret sauce” to growing a contractor business, it’s word-of-mouth – and in today’s world, online reviews are word-of-mouth on steroids. Let’s talk about why reviews matter so much, and how you can quickly gather 5-star reviews even as a new business (without resorting to anything sketchy).

Why Reviews Matter: We’ve touched on this, but it bears repeating: social proof makes or breaks trust. When people search for contractors, they obsess over reviews. According to a recent consumer survey, 88% of people trust online reviews as much as personal recommendations from friends or family. That means a stranger’s Google review carries as much weight as your buddy saying “Yeah, this contractor does good work.” Additionally, having a high average star rating and a decent number of reviews will directly impact whether someone even contacts you. Consumers routinely filter out businesses with low ratings or with very few reviews. As one contractor put it: if you have bad or no reviews, many customers won’t even consider you unless they have no other choice.

For local service businesses, reviews are everything – they build trust before the customer ever meets you. Think about your own behavior: would you hire a remodeler with 1 review at 3 stars when there’s another with 25 reviews at 4.7 stars? Probably not, unless the 3-star guy was personally recommended by someone you trust. And here’s the kicker: homeowners often do still ask friends for referrals, but even after getting a recommendation, they will search online to see your reviews. If your online reputation doesn’t match the story, they’ll hesitate. On the flip side, if someone finds you online and your reviews are glowing, they may not seek any personal rec – your Google praise was enough to convince them.

How to Get Reviews (Fast and Ethically): When you’re just starting, no one expects you to have 100 reviews. But you should aim to get your first 5 or 10 as soon as you can. How? You have to ASK – almost every time. Happy customers are usually willing, but you need to guide them. Here’s a simple process:

• At the end of each job, once the client is expressing happiness (“Oh, the patio looks amazing, thank you!”), casually say: “I’m so glad you love it! Hey, it would help me a ton if you could leave a quick review about your experience – local folks really read those. I can text you a link to make it easy, would you mind?” Most will agree. Then send them the direct link to your Google review page (you can get this link from your Google Business Profile dashboard – it’s a URL that when clicked, opens the review dialog). Pro Tip: Asking in person and then following up with the link via text or email can double your success rate, because you’ve secured a yes in person.
  
  
• Make it super easy: As mentioned, send a direct link. If you just say “please review us on Google,” some might not bother figuring out how. When they can just click a link and type, it’s painless. Research shows that convenience is key – contractors have improved review counts simply by always including that one-click link in their follow-ups. If texting, keep it short: “Thanks again for choosing us! Here’s that review link: [link]. Means a lot to us – thank you!”
  
  
• Timing: Don’t wait weeks. The best time is when the satisfaction is fresh (same day or next day after job completion). If you wait a month, the client’s excitement fades or they forget.
  
  
• Automate the ask: If you have an invoicing or CRM system (like Jobber, Housecall Pro, etc.), many have automated review request features. You could also use an email marketing tool to send a template after each job. But even a manual text from your phone works wonders when you’re small – just make it a habit.
  
  

Beyond Google – Other Platforms: Google is priority #1 for most contractors. But depending on your trade, consider also collecting reviews on Facebook (people can rate your FB page), Yelp (though Yelp can be frustrating and is less used for contractors in some regions), or specialized sites like Angi (Angie’s List) or HomeAdvisor if you use them. Don’t spread yourself too thin, though – a strong Google profile will yield the most benefit. You can always copy a Google review quote to your website or Facebook for additional mileage (ask the client first if it was a private feedback).

Aim for Quantity  and Quality: There’s debate on how many reviews you “need.” More is always better, but even the first 5 give you credibility. Getting into double digits (10+) is a great milestone. Businesses with 30, 40, 50+ reviews definitely stand out, but focus on steady growth – a couple new reviews each month is a healthy pace. Quality-wise, obviously you want 5-star experiences. But don’t be terrified of the occasional 4-star; it actually can make your profile look more credible (100% 5-star across dozens of reviews can look suspect). If you ever get a negative review, respond to it professionally and try to make it right – future customers watch how you handle it. But by following the steps in this guide (great service, prompt communication, etc.), you’ll minimize bad reviews.

Leverage Reviews in Your Marketing: Reviews shouldn’t just sit on Google – use them! Quote them on your website (“Jane S. in Springdale says: ‘Best experience ever…’”). Mention your high rating in ads or flyers (“Rated 5.0 on Google!” if true). In emails to prospects, you can drop a line like “We’re proud to have all 5-star reviews from customers so far.” This social proof reinforces why someone should choose you. Also, more reviews can actually lead to more referrals: when a past client sees you post on Facebook and remembers they reviewed you, it reinforces their positive sentiment, making them more likely to refer you again.

Internal Motivation: Make gathering reviews a part of your company culture, even if you’re a one-man show. If you ever have employees, train them to deliver review-worthy service and to mention reviews to happy clients. Maybe even set a team goal (“If we hit 50 Google reviews by year’s end, team dinner on me!”). It’s that important.

One contractor described reviews as the fuel that drives his growth – each 5-star review is like an endorsement that works for you 24/7, attracting new customers. And it’s basically free, aside from the effort of asking. Early on, you might even do a couple of small jobs at break-even just to get the experience and a 5-star review from those clients. That investment can pay off massively over time.

In summary: Do great work, ask for reviews every time, and watch your credibility (and incoming leads) snowball. This is truly a growth engine – at 20, 50, 100 reviews, you’ll be the proven, trusted choice in your market, allowing you to charge a premium and pick the best jobs.

(Quick note: NEVER buy fake reviews or have Uncle Bob spam 5-star text that sounds fake. Google’s algorithm is smart and fake reviews can be detected and removed – or worse, your profile suspended. Also, don’t offer outright $$$ for reviews – it’s against most platforms’ terms. It’s fine to encourage and even gently incentivize (“we’ll send a $10 coffee gift card as a thanks for your feedback!”) but be careful. Usually, sincere asking is enough when you’ve delivered good service.)

In the contracting world, the warm referral is king. Especially when you’re new, tapping into personal networks can get you those crucial first few jobs. And as you complete projects, each happy client can become a mini-marketer for you. Here we’ll outline a simple, plug-and-play referral system to start generating word-of-mouth leads right away.

Why Referrals Are Gold: Referrals come in pre-sold. The trust your referrer has built with someone is partially transferred to you. That means referral leads close at a much higher rate than cold leads. In fact, studies show referred customers convert about 30% better than leads from other channels. They also tend to be less price-sensitive (since they trust you more) and often lead to clusters of work (neighbors referring neighbors, etc.). Moreover, 90% of people trust recommendations from folks they know – virtually everyone values a friend’s or relative’s advice over an ad. So leveraging referrals is like having a high-powered sales team vouching for you, at no cost.

Referral Gameplan for New Contractors: You don’t have to wait years for referrals to trickle in organically. You can actively cultivate them from Day 1. Here’s how:

• Start with Your Inner Circle: Make sure your friends, family, former colleagues – anyone who knows and trusts you – are aware of your business and the services you offer. This isn’t about pestering them; it’s about informing them so they can refer if the opportunity arises. For example, send a friendly email or social post: “Hi all, as some of you know, I’ve started my own epoxy flooring business in the tri-county area. If you or anyone you know needs a garage floor makeover, patio, or other concrete work, I’d love to help. I promise to take good care of them!” People can’t refer you if they don’t clearly know what you do, so spread the word in a genuine way.
  
  
• Ask at the Perfect Moment: The best time to get a referral is right after you’ve done a great job for someone. When a customer is delighted at the end of a project, that’s your moment. In that glow of satisfaction, say something like: “I’m so happy you’re pleased with the result! You know, as a small business I rely a lot on word-of-mouth. If you have any friends or neighbors who need similar work, I’d be grateful if you passed my name along – I’ll make sure to take good care of them too.” This doesn’t come off as pushy; it comes from a place of pride in your work and hoping to help others. The client will often respond positively (“Oh, absolutely, we love it, we’ll tell people!”). It plants the seed for future referrals.
  
  
• Make Referring Easy: People are busy and might have good intentions to refer you but forget the name of your company or lose your number. So make it ridiculously easy for them to refer. Give each happy customer a few of your business cards before you leave – “Here are a couple cards if you know anyone else who might be looking for a contractor.” Even better, send a follow-up email thanking them for their business, and in that email include a referral blurb they can forward. For example: “Thanks again for choosing us! If you hear of anyone needing a reliable concrete contractor, feel free to forward this email – I’d be happy to help them. [Your Name], [Business], [Phone].” It’s short, friendly, and has all your info. They can literally hit forward to a friend. The easier you make it, the more referrals will actually happen.
  
  
• Offer a Thank-You Incentive (Optional but Powerful): While many folks will refer you out of goodwill, sometimes a little incentive can give them an extra nudge. This could be a referral bonus or gift. For instance, you could say (in that follow-up email or your conversation), “By the way, we have a referral program – if someone you send our way ends up hiring us, we’ll send you a $100 Visa gift card as a thank you.” Tailor the reward to your budget and job size – it could be a percentage of the project, a gift card, a free service upgrade, whatever makes sense. Studies show even a modest reward can significantly boost referral rates. It’s important to tell people about the incentive upfront so they know – otherwise it won’t influence their behavior. Some companies also incentivize the new customer (e.g., “$100 off your project if you were referred by a friend, and that friend gets $100 Amazon card”). But to keep it simple, just rewarding the referrer is fine.
  
  
• Stay Top-of-Mind: Out of sight, out of mind – even thrilled clients might forget to mention you six months later. So keep in touch periodically. This can be as simple as a check-in text or email a few months down the road: “Hi Jane, hope you’re still loving the new patio! Let me know if you need anything. We’re booking spring projects now, so if any of your neighbors are looking to spruce up their yards, I’d be happy to chat with them.” You’re not constantly spamming them – maybe a couple touches a year. Even sending a holiday card or a “1-year anniversary of your project” note works. The idea is when their friend at a barbecue mentions needing a contractor, your client’s memory gets jogged because you recently said hello. Research on customer retention shows that simple periodic check-ins keep you memorable and dramatically increase the likelihood of referrals.
  
  
• Formalize It (as You Grow): When you’re small, you can do the above informally. As you grow, consider making a formal referral program: print referral cards (“Give this to a friend for 10% off their project, and you get $100 off your next project if they book”). Or track referrals in a spreadsheet so you know who’s sent you business (and reward them). Some businesses even create a VIP list of “referral partners” – maybe a realtor or designer who regularly passes leads – and send them a gift basket occasionally. The level of formality is up to you. The key is to consistently ask and reward.
  
  

One more tip: cross-referrals with related businesses. Network with complementary trades – e.g., if you do concrete, connect with landscapers, pool installers, general contractors. You can refer business to each other. If a customer asks you, “Do you know a good electrician?” and you connect them, that electrician is likely to return the favor when someone needs concrete work. These partnerships can be an excellent referral source.

To illustrate the power: One construction marketing report noted that referrals and repeat clients made up roughly 20–25% of leads for residential contractors, and those leads closed at much higher rates than anything else. So this isn’t just feel-good stuff – it’s a critical pipeline. Some of your best future customers will come from your current happy customers.

Make referrals a habitual question in your process: you finish a job, client is happy, you ask for a review and a referral. Do those two things every time and you will see exponential growth in inquiries.

(And of course, the prerequisite for referrals is delivering quality work and service. No one’s going to recommend you if you did a mediocre job or were unpleasant to deal with. But since you’re reading a marketing guide like this, we’re guessing you already take pride in your work and treat customers well. Keep that up – it’s the best marketing of all.)

We’ve covered a lot of ground – now it’s time to turn it into a step-by-step action plan. One big question newbies have is, “What do I do first, second, third…?” The sequence can actually make a big difference. Do things in a sensible order and each step builds momentum for the next. Do them haphazardly and you might stall or get overwhelmed. So here’s a simple recommended order to implement your Marketing Launch Kit:

Step 1: Claim Your Online Real Estate

a. Google Business Profile – first! This should be the very first thing you do, possibly even before your website is finished. It’s quick to set up and verification takes a bit of time (that postcard), so get the ball rolling now. A properly set-up GMB profile can start showing you to local customers searching on Google, and you’ll want it ready as you start doing work (so clients can leave you Google reviews early on). Follow the Bonus Guide to get this done. It’s free visibility and arguably the highest priority.

b. Domain & Basic Website: Secure a domain name (e.g. JoesConcrete.com) and get a basic website up. It doesn’t have to be perfect; even a one-page site with your contact info, services, and some photos is enough to start. The key is you want something to point people to and to link on your Google profile and social pages. As you build it out to a fuller site (with multiple pages and more content per our checklist), you can update it on the fly. But don’t let weeks go by chasing perfection – get an online presence up in days if you can. Many contractors have what we call a “minimum viable website” at first, which they refine over time. That’s fine. Just make sure it looks clean and has the essentials (and mobile-friendly as mentioned)i. You can even publish a quick Facebook Page (Step 2) before a full website, since Facebook can act as a quasi-website initially – but ideally do both.

Step 2: Set Up Social Pages (Facebook & Instagram)
These can be done very early as well – even concurrently with Step 1. They’re free and easy, and you might even announce your business launch on them to your friends. Create your Facebook Business Page and Instagram profile, fill out the info, and put your website link on them (or if your site isn’t ready, at least ensure your phone/email are there). Invite some initial followers (friends, family). Having these pages up will give you additional credibility when someone Googles you (often your FB page will appear on page 1 of results for your name). It also allows you to start posting project photos as you take them, building a nice portfolio over time.

Step 3: Implement Lead Capture & Follow-Up Tools
Before you get a rush of inquiries, set up the basics of your follow-up system. This includes: ensuring your website contact form sends you an email or text immediately (test it!), creating some canned email/text responses for new leads, configuring any auto-responders (like the Facebook Messenger greeting or a voicemail message that is friendly and urges callers to leave info). If you decided to try an AI chatbot or a particular CRM tool for follow-up, get that configured now as well. The point is, by the time leads start coming, you’ll respond like lightning and look super professional, even if internally you’re just using simple tools. Consider this the “infrastructure” that makes your marketing effective – a lead is no good if it isn’t handled properly. As we discussed, speed and persistence win, so lay that groundwork early.

Step 4: Ask for Reviews from First Customers
Your first couple of jobs – even if they’re small or for friends – are your launchpad for reviews. As soon as you complete a job and the customer is happy, ask for that Google review (and maybe a Facebook recommendation too). Those initial 5-star reviews will start showing on your Google profile and making you visible and credible. Early on, you might even do a job at a discount in exchange for a testimonial and photos. Don’t be shy about requesting reviews – when you only have 1 or 2, each new one makes a huge difference in your average rating and how you appear online. The social proof is cumulative; hitting 5 reviews is a great mini-goal, then 10, and so on. Make it a routine part of completing any project: deliver quality, then kindly ask for the client’s feedback online.

Step 5: Kickstart Your Referral System
In parallel with steps 3 and 4, begin leveraging referrals. Tell those close to you about your business and ask them to keep ears open for opportunities. For any job you finish, mention referrals during your thank-you or follow-up. Maybe send a friendly announcement on your personal social media about your new venture, inviting support and referrals. Essentially, start the word-of-mouth engine now – it might take a bit to ramp up, but every relationship is a potential lead source. If you have zero customers yet, lean on friends/family for those first referrals or even do a small project for someone you know to get the ball rolling. And consider setting up a simple referral incentive (even if informal) as we discussed, to sweeten the pot for people sending business your way.

Step 6: Refine and Expand Your Website/SEO
With the essentials done and a few jobs possibly under your belt, you can circle back to improve your website content and SEO (search engine optimization). Add more photos of your own work, write a bit more detail on your services pages including local keywords (“epoxy garage floors in Dallas”, etc.), perhaps start a blog or project showcase section to help with SEO and to have more material to share on social. Ensure your site loads fast and looks good – now that you have some time and maybe revenue, you could even hire a pro to polish it. Also, make sure your website and GMB have matching info (name, address, phone – consistency helps in Google rankings). You can start to think about content marketing or adding FAQs to attract search traffic. But remember, this is an ongoing thing – you can always tweak and add as you go. The main thing was to get it launched; now you optimize.

Step 7: Maintain Social & Collect More Reviews
As weeks and months go by, keep a rhythm: post on Facebook/Instagram whenever you have something cool to share (at least once every week or two, even if just a progress pic or a customer testimonial quote). And continuously collect reviews – don’t stop just because you hit 10 or 20. The more, the merrier, and recency matters (people trust recent reviews more). Having fresh reviews in the last few weeks always looks good. This ongoing activity on your profiles and pages sends signals that your business is active and reliable. It will also help you start to rank higher in Google’s local results over time (as Google sees you engaging users and getting good feedback).

Step 8: Consider Paid Marketing (Ads or Lead Services) – [Optional, once foundation is strong]
Only after you’ve done the above should you think about pouring fuel on the fire with paid leads. If you’ve got your website converting well, Google profile shining with reviews, and follow-up system in place, then trying something like Google Local Services Ads or regular Google Ads or Facebook ads can make sense – because you’ll actually convert those clicks and calls into customers without waste. Paid channels can scale up your lead flow, but they also cost money quickly, so you want to maximize every dollar by having the infrastructure (website, reviews, trust) that we've built. Many contractors jump into ads too early and burn through budgets for little return. You’ll do it the smart way by waiting until the organic foundation is solid. (If you’re busy enough from referrals and organic leads, you might even delay or avoid ads – that’s fine too!)

By following this order, you’re basically constructing a marketing machine step-by-step. Each piece supports the next. For instance, your Google profile helps your website rank and vice versa; your reviews make your ads (if you run them) convert better; your fast follow-up turns more of your referrals into actual jobs. Each piece amplifies the others, creating a system that’s greater than the sum of its parts.

Many struggling contractors lack one or more of these pieces and often do things out of order (like spending on ads before having any reviews or a decent website – a recipe for poor ROI). You’re avoiding that trap. You’ve built the engine, primed it with trust and credibility, and now you can throttle up confidently.

Let’s recap the sequence in a quick checklist form:

1. Google Business Profile: create/verify and optimize it.
   
   
2. Basic Website: launch a simple site with key info (improve it continually).
   
   
3. Social Media Pages: set up Facebook/Instagram, link to site.
   
   
4. Lead Capture/Follow-Up: put automatic responses and notifications in place.
   
   
5. Get First Reviews: ask early customers (friends, initial jobs) for 5-star reviews.
   
   
6. Activate Referrals: ask inner circle and happy clients for referrals; reward them.
   
   
7. Expand Content & SEO: add to your site, keep posting on social, keep reviews coming.
   
   
8. (Optional) Paid Campaigns: once above are humming, consider ads for faster growth.
   
   

Follow this roadmap, and you’ll go from “invisible newbie” to a contractor with a credible online presence, a growing reputation, and a steady pipeline of leads. It might take a little effort up front, but it absolutely pays off. You’re basically setting up a lead generation foundation that will serve you for years, allowing you to focus on what you do best: quality contracting work.

Congratulations on making it through the Contractor DIY Marketing Launch Kit! By now, you should have a solid understanding of how to establish your marketing foundation – from your website and Google profile to social media, instant lead follow-ups, reviews, and referrals. It may seem like a lot of pieces, but remember, they all work together to build your credibility and lead flow. The difference between a struggling contractor and one whose phone won’t stop ringing often comes down to these very basics that you’ve now got in your toolkit.

You’ve Got This: The steps we outlined are absolutely doable as a one-person or small crew operation. Many successful owner-operators started exactly where you are, hustled to put their marketing in place, and reaped the rewards. It’s normal if it feels a bit overwhelming, but take it one step at a time (refer back to the order in Section 9). Even implementing a few of these elements will put you ahead of many competitors. Marketing is an ongoing process – you’ll keep tweaking and improving as you go, and that’s fine. The important thing is you start and stay consistent.

When You Need a Hand: While this guide empowers you to do it yourself, maybe you’re thinking, “This makes sense, but I’d rather focus on my trade and have someone handle this marketing stuff for me.” We get it! Running a contracting business is more than a full-time job already. If you ever feel that setting up or managing these marketing pieces is too time-consuming or confusing, we’re here to help. In fact, helping contractors build exactly what we’ve described in this guide is what we do. We can be your behind-the-scenes marketing team, setting up your website, optimizing your Google profile, implementing the AI follow-up system, managing your social media, and creating that review/referral pipeline – all done-for-you, so you can focus on the field work.

We offer an affordable Foundations Package where, for example, for $297/month we handle the heavy lifting: we build and host your website, manage your Google Business profile (and help you get more reviews on it), set up an automated 24/7 lead response system, and even create that bonus Google Ads or SEO when you’re ready – basically everything we’ve covered, put on autopilot. It’s like getting a marketing department at a fraction of the cost of hiring someone.

Now, this guide was about DIY – and you absolutely can DIY – but if you decide you’d rather not go it alone, we’re a phone call away. As a next step, if you’re interested, we invite you to book a free strategy call with us. It’s not a high-pressure sales call; think of it as a friendly consultation. We’ll discuss your business goals, what you’ve done so far, and see if our Foundations service can accelerate your progress. At the very least, you’ll get some personalized tips for your situation. And if it seems like a fit, we can take the marketing workload off your shoulders.

(You can schedule that call by 207-230-6901– just mention you’ve gone through the launch kit so we can jump right in and help you faster.)

Keep Building: Whether you use our help or keep it in-house, the most important thing is to keep momentum. Marketing isn’t a one-and-done task, but the good news is, the hardest part is at the beginning. It gets easier and more rewarding as you build your reputation. One day soon, you’ll have homeowners calling saying “I saw your reviews and photos online and knew I had to get a quote from you,” or “My friend couldn’t stop raving about your work – can you do the same for me?” That’s when you know your foundation is solid and working its magic.