Over the years, I've worked with many business owners who are incredibly skilled at what they do but haven't figured out how to grow their businesses beyond word-of-mouth referrals. It's always the same scenario—people who have been doing well through referrals but aren't sure how to expand their reach and generate consistent leads. And while I get that it's a big leap, it's necessary if they want to secure their business's future.
I often work with businesses that have been operating for a couple of years, and while they've built a solid reputation through referrals, they don't have a digital presence. They may not have a website, or they might only have the bare minimum—a Facebook or Instagram page. The problem is that relying solely on word-of-mouth referrals is risky. Sure, it's great while it lasts, but there's no control over that. The fear of it drying up eventually is very real, and that's where having a solid digital strategy comes in.
Building a Digital Foundation for Your Business
First, I always stress that before jumping into complex SEO strategies or paid advertising, it's important to start with the basics. I tell my clients to take a step back and look at their current assets—specifically, their work and how they can show it online. Let's say you're a bathroom renovator. Start by taking before-and-after photos of the projects you complete. It sounds simple, but you'd be surprised how many businesses neglect this step. You need content that tells the story of your work, and those photos are the easiest and most effective way to build credibility.
I also recommend setting up a Google Business Listing as soon as possible. Many businesses underestimate this, but it's a key step in getting your name on the map. A Google Business Listing will not only help your customers find you on Google Maps, but it also allows you to get reviews. Positive reviews can make a huge difference in building trust with potential clients. This is one of the simplest, yet most powerful things you can do.
Creating Your Online Presence with a Basic Website
After getting your Google Business Listing and gathering reviews, the next step is to create a simple website. Many businesses shy away from this, thinking it's too expensive or complicated, but it's not. I recommend platforms like Wix or Weebly, where you can set up a website with minimal effort and cost. These websites act like digital business cards—just enough to give potential clients a place to check out your services and contact details. You don't need a fancy website to get started. A simple, clean site with your contact information, a brief description of what you do, and some photos of your work are all you need.
However, it's important to note that a basic website won't automatically rank on Google. But this is key: having the website makes your business appear legitimate. If potential clients are referred to you, they'll be able to see your work and know you're not just a guy on Instagram with no real presence.
The Importance of Showing Real Work
I can't stress enough how important it is to showcase your actual projects. If you're in a competitive industry like home renovations, clients will first want to see proof of your work. There's nothing worse than seeing a business that claims to do renovations but doesn't show any real photos. I've noticed that many competitors use stock images, an immediate red flag for most people. If you're not showing real work, you're not giving potential clients the confidence to trust you.
Start by organising your photos into media buckets—a folder for each project. Whether it's a bathroom, kitchen, or other work, you want high-quality images of each project you complete. Over time, this collection of work will become your online portfolio, a crucial asset for generating leads.
Scaling Your Marketing Efforts: SEO and Paid Ads
Once you've set up your Google Business Listing and have a basic website with real project photos, it's time to consider scaling. This is when I start talking to clients about SEO and Google Ads.
Local SEO is a game-changer for businesses like ours. If someone in your area is searching for "bathroom renovations near me," you want your business to be at the top. This means optimising your website for local search terms, like your city or suburb. Doing so gives your business a better chance of showing up in local searches and Google Maps.
Another great way to scale your lead generation is through Google Ads. Running a targeted Google Ads campaign is one of the fastest ways to get your business in front of potential clients. You can focus on a specific area—within a 5 to 10-kilometre radius—and target people searching for bathroom renovations or other services you offer. The great thing about Google Ads is that it's scalable. You can increase your budget and refine your targeting as you get more leads.
However, a word of caution: while Google Ads can drive traffic, they work best when you have quality content and real work examples to showcase. If your website is full of stock images, expect to pay more for each lead, and the quality of those leads may not be as high. Real photos, videos, and project details on your site will help lower your cost per lead and attract more serious inquiries.
Building a Strong Brand Identity
While I'm all about generating leads and building digital assets, I also emphasise the importance of branding. Many small businesses don't realise how much of an impact professional branding can have. This includes everything from having a professional email address (yourname@yourbusiness.com) to getting custom T-shirts and signage for your work vehicle.
Building a brand is about trust. If potential clients see your logo on your truck, in your email signature, and across your online presence, it gives them confidence that you're a legitimate business. These small, consistent branding efforts make a big difference in the long run.
The Road to Growth: Patience and Strategy
Building a solid online presence takes time. It's easy to get impatient, especially when competitors move faster or spend more on ads. But the key is to be consistent with your efforts. Over time, as you build out your content, optimise your website, and gather reviews, you'll start seeing more traffic and leads.
The best part? As your digital marketing efforts grow, you'll have more control over your lead flow. Instead of waiting for referrals, you'll have systems that actively bring in new business. And that's the true power of digital marketing for your home renovation business.
