Recently, I had a meeting with a startup business that's venturing into the bathroom renovation space. It's a very typical situation that I often find myself in. The business owner had already been doing this for some time but relied mostly on word-of-mouth from builders, previous tradies, and a few connections. While this approach had worked for him, he knew it wasn't sustainable. Things could change quickly, and with a young family to support, he wanted more control over the flow of leads and the future of his business.
After speaking with him and understanding his needs, I knew exactly what the first steps would be to help him establish a more scalable business model.
Starting with the Basics: A Simple Website
My advice was to begin with some foundational steps. I told him that setting up a basic website would be the first and most important task. I suggested using a platform like Wix, which is user-friendly and allows you to get something up and running quickly. Even though it might not be perfect initially, having something representing the business online is crucial. A basic website with a few pages outlining his services, contact information, and a gallery of past projects is all needed to establish an online presence.
Building a website doesn't need to be complicated, and I encouraged him not to spend a fortune on custom designs or development just yet. Instead, this was an opportunity to learn the ropes—connecting a domain, setting up an email address, and getting familiar with name servers and DNS. It's not always easy, but knowing how to do it yourself is empowering and will save time and money in the long run.
Domain Name: Choosing the Right One for Flexibility
One of the first decisions I had to help him make was choosing the right domain name. At first, he thought about going with something very specific to bathroom renovations. But I advised against it. While he was focused on bathroom renovations, the domain name needed to leave room for growth. What if he wanted to branch into other services later, like kitchen renovations or outdoor decking? A domain name like "JohnsBathrooms.com.au" would be restrictive. Instead, I suggested something a bit broader, like "JohnsConstruction.com.au." This would allow him to expand his services without rebranding or changing the website later.
It's easy to think that using a keyword-heavy domain, like "BathroomRenovationsMelbourne.com.au," would help with SEO, but this doesn't always work in the long term. What's more important is building trust with Google. A well-established brand with consistent content and quality backlinks will rank better than a domain with keywords. Plus, a brand-focused domain is much easier for people to remember and share with others.
The Power of Google Business Listings
Next, I recommended that he set up a Google Business listing. This is a simple but powerful tool for any business, particularly in the trades. A Google Business listing makes your business discoverable in local search results, exactly what you want for a bathroom renovation company. It's an easy way to establish trust with potential clients and helps you appear in Google Maps, increasing your visibility.
Setting this up is straightforward, and it's essential for local SEO. Once the listing was up, I encouraged him to collect reviews from satisfied clients. Positive reviews are a huge trust factor for potential customers and can significantly influence their decision to hire you over the competition.
Creating Content and Building Trust
As he continued building his online presence, I suggested he start capturing content that could establish him as an authority in the bathroom renovation space. Every project he completed was an opportunity to create content. I told him to use a GoPro to capture the renovation process, and once he had the footage, he could edit the videos with simple tools like CapCut. These videos could then be uploaded to a YouTube channel, helping to create a portfolio showcasing his expertise.
It's important to remember that not everything needs to be perfect at the start. I told him that as a startup, his website would already be far superior to many businesses that started 10-15 years ago. Back then, they couldn't access modern website-building tools like Wix or Squarespace. Today, you can launch a business with a polished online presence without hiring expensive designers.
Growing Your Business Step by Step
The key takeaway is that the first phase of growing your business isn't about diving straight into advanced SEO campaigns or complex advertising strategies. It's about building a solid foundation. For a startup in the bathroom renovation space, this means getting a basic website online, registering a Google Business listing, and starting to build a brand. These small steps will give you the control and stability to scale your business over time.
It's also crucial to understand that you won't see immediate returns from SEO or paid ads as a startup. It's a gradual process. Sure, I could run an SEO campaign for him, but the reality is that a website with no history and little content will be in what's known as the Google "sandbox." This is a trust period in which Google hasn't fully recognised the website yet. That's why I recommended focusing on the basics first—getting a simple site, creating content, and building a reputation with reviews and client testimonials.
Once the business owner has these elements in place, we can move on to more advanced strategies like SEO and Google Ads. But for now, it's all about laying the groundwork and growing his business sustainably.
