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How Painting Contractors Get Business by Getting Found Online

June 1st, 2022

What do people do when they need to find a local service provider?

The vast majority of people now search online to find local service providers. Some people ask a friend they trust if the situation arises, and those recommendations are very valuable.  But most people don’t poll their friends or family on all of their service providers.

And nine out of ten search engine queries happen on Google.  That market domination is how Google made $34 billion in 2020.  While places like Facebook and Instagram are great for name recognition and showing off your work, their biggest benefits are keeping you connected with people who are already following you and increasing your online presence, helping you place better on Google.

That’s why this article focuses on Google.


The Competition to Win on Search Is Strong

There are billions of searches on Google every day – and 75% of the time, the searchers never view the second page of search results. That’s why big companies spend enormous amounts of marketing dollars to earn top placement for the most common search phrases.

Fortunately, as an independent painting contractor, you don’t need to search well for those really (really) expensive phrases.  That’s because you’re only looking for customers in your area, and it’s much easier to search well when you’re only interested in people who live nearby.

But there’s still plenty of competition.  Some painters in your area have probably had active websites for years.  Websites like Porch, HomeAdvisor and Yelp are also competing for those spots, hoping to steal those potential customer clicks so they can sell them back to you as leads.

While independent painting contractors can absolutely search well and get business from Google, it’s going to take a lot more than putting up a five-page website with a phone number and a list of your services.

How Do I Search Well on Google?

Google’s search formula is one of the closest guarded secrets in the world.  But thousands of companies (including ProPainter Websites) spend their days tracking what works and what doesn’t work when it comes to getting great Google search results.  We all provide a service called Search Engine Optimization, or SEO.

Unfortunately, there are also a lot of cheats and con artists out there who claim to do SEO but do little or nothing.  One sign that a web provider can’t (or won’t) help you is that they can’t explain what they actually do.  Don’t fall for their buzzword boloney – SEO isn’t complicated, but it is hard.  Like painting, it’s a straightforward task, but it requires patience, focus, and a lot of hard work.

To search well, you have to think like Google.  Google makes money because everyone uses its search engine – and everyone uses Google because it’s extremely good at answering their questions.  When someone searches for a painting contractor near them, Google wants to provide that person with the best options first, and it also wants to avoid providing any false or outdated information.

When people search for house painters or painting contractors, Google lists contractors who serve that customer’s area – and it puts the ones it’s most confident about at the top of the list. 

When people search for specific painting services, Google prioritizes contractors that it knows provide those services.  It prioritizes contractors it knows are reliable – contractors that are still in business and still do good work.  That’s how Google keeps people coming back to their search engine, and that’s how it keeps making money.


What does that mean for you?  Let’s deconstruct what Google wants and talk about how you can provide what it wants.

1. Proving You Serve the Customer’s Area

When people look for service providers online, Google wants to show them service providers in their area.  But what is an “area”?

In most cases, “area” means city.  If you work in one of the biggest cities in the country, an area might be a neighborhood, like Queens or the Bronx.  If you work in a rural area, an area may be a county or multi-county region.

If you want to search well within an area, the absolute minimum requirement is that you list the area on your website as a place you serve.  Get specific.  It’s much better for each defined place within the area you serve – think cities, towns, villages, etc. – to have its own page within your website.  While Google knows that most painting contractors cover a wide area, they want to provide searchers with options that they know offer their services close to them.

You’ll also want to be sure that you have your service area well-defined in your Google Business Profile.  Google will use that as a key indicator of what locations you serve.

2. Proving You Provide the Right Services

People are looking for many different things when they search for painters online.  Of course, many of them want to find a house painter.  Others are looking for a cabinet refinisher, a portrait painter or an automotive or boat paint shop.  And then there’s a long list of oddball requests – art galleries, wine and design studios, face painters, industrial coatings and the list goes on.

That’s why Google’s algorithm examines your content to see if you’re really offering what the searcher is looking for.

Google prioritizes websites with great content on a topic – content that’s informative, easy to read, and shows up well no matter what computer or smartphone a person is using.  So when someone searches for “exterior painter near me” or “interior repaint”, painting contractors whose websites have the best information about those specific services will show up toward the top of the results.

But what if the search is more specific?  If someone searches for “crown molding painting”, Google will examine local painters’ websites for information about painting crown molding.  If your website has that information, you’ll perform much better in the search results than competitor websites that don’t.  The same is true for faux finishes, or even deck staining or garage epoxy.  Websites with paragraphs of content on these topics will search better than websites that just list them.  And if your site doesn’t reference the specific service, you’re not likely to show up in the search results at all.

So, just like the individual pages for towns and cities, you’ll want individual pages on your website for each of the services you provide, or at least for the categories of services you provide.

3. Proving You’re Reliable

Up to this point, all you’ve needed to do to place well on Google is say the right things in the right places on your website.  That’s great news, because it means that a competent web provider with enough content on specific painting services can do big things for your web presence.

Web providers can help with reliability too.  They can make sure your website is kept up-to-date, and that the content changes periodically so Google knows you’re still an active business.  They can make sure that your site loads quickly and reliably when people visit it.  They can even provide tools to help make it easier to get positive reviews.

But there are three things that web providers and digital marketers can’t do, and those are the things that help businesses with good search results get the very best search results.

  • Provide Friendly Service and a Great Paint Job – Sometimes businesses get unlucky. But in general, businesses who provide great service tend to have happy customers.  When businesses fall short and don’t make it right with the customers those customers spread the bad experience – and each time they talk about it, the story gets exaggerated a bit more.
  • Request Reviews from Customers – Even if you provide great service, customers tend to not leave reviews unless you ask for them. Asking happy customers for a Google review is important because businesses with great Google reviews typically search better than other businesses.  Google wants to prioritize businesses that provide the best customer experience.  Reviews are one of their most important sources of customer feedback on service quality and reliability.
  • End the Customer’s Search – One of the things that Google tracks is how many people have their question answered by your website.

    If a person visits your site and stops searching for information on house painters, Google interprets that as a searcher finding the information they were looking for.  Over time, this boosts your search results!

    But if a searcher visits your site and quickly returns to Google, that tells Google the searcher didn’t get what they wanted from your website.

    As hard as it can be to stop working to take a quote request (especially if you’re already booked) this is one big reason it’s important to answer calls whenever you can.  If a customer can’t reach you, they quickly return to Google and continue their search.  Not only are you likely to lose the lead, but this can also impact your search results.

In summary – the key points for searching well on Google:

  1. Prove you serve the customer’s area. Define the area you serve well.  Reference it broadly and specifically in the content on your website.  Create individual pages for cities and towns.  Set your service area in your Google Business Profile.
  2. Prove you provide the right services. Reference all of the services you provide in multiple places on your website.  Create individual pages for each service or at least for the service category (interior painting, for example).  Include significant content about the services.
  3. Prove you’re reliable. Provide great service and request reviews from happy customers – especially ask them to post Google reviews.  Ask them to contact you on your website and respond to them as quickly as you can when they do.

If you are thinking that this is a lot of work – it is.  But if you are able to execute on it well, it will be well worth the effort.

If you’d like somebody to help you, we’d be happy to. We’ve built dozens of pages of content for painting contractors and we’ve tested the content to confirm it searches well. We also have a platform that can make it much easier for you to ask clients for reviews. Contact us today at 919-424-6121 or schedule a meeting for a day and time that is convenient for you.

Social Media Tips for Painting Contractors

May 5th, 2022

Social media can be tricky to use effectively for any small business. It can be a massive time suck. It’s easy to confuse activity with progress. And one controversial post can ruin a reputation you spent years (and maybe decades) building.

In this blog we are going to share some advice based on questions that we often get asked by painting contractors about social media.

The first question you should ask yourself is: what are you trying to achieve on social media? Are you using social media deliberately to accomplish something for your business? Or, are you really using it for personal use?

If you are on there because you just enjoy it and it’s fun for you, there is absolutely nothing wrong with that. You might enjoy being a part of a community of painting contractors, or your local community. Both of those are great.

However, if you are doing it with the hopes of attracting customers, whether you are targeting new customers, repeat customers or both, you have to think through your approach. The first step is to build your audience, your second step is to increase engagement of your audience.

What social media platform(s) should I use?

American Painting Contractor (APC) conducted a really interesting survey recently where they asked painting contractors what their social platform of choice was. Here are the results:

painting contractors prefer to use Instagram

The question doesn’t distinguish whether it’s for personal or business use but we can probably assume that most people who answered the survey factored in both.

However, if you want to utilize social media to help you attract new customers you should use the platform that is going to give you the opportunity to connect with the most potential customers. Who is your target audience? What is their social media platform of choice? That’s where you want to be.

Should I just try to use every social media platform I can?

No! What usually happens is you spread yourself too thin trying to do it all and end up using them all poorly. You will be much better off focusing on one or maybe two social media platforms at most.

How do I grow my social media audience?

Encourage everybody you interact with to follow you. Provide content that informs, entertains and engages your followers.

What types of things should I post on social media?

This depends partly on the platform you are using, but as mentioned above you want to inform, entertain and engage your followers. Notice that I didn’t say “sell to.” We recommend using the 80/20 rule with at most only 20% of your content being sales-type messaging. That may include a special promotion or a new service. Feel free to do less than 20%. If you hit a new follower with buy, buy, buy then they will turn you off and you’ll never have an opportunity to reach them again.

The quickest way to build your audience beyond asking everybody you interact with to follow you is to educate or entertain your followers. Share your painting techniques with them. Tell them how to identify signs that the outside of their home needs to be re-painted. Share trends in homeowner color choices. Poll your followers to see what their favorite color is for kitchen cabinets. This is the type of content they will be most likely to share with their connections.

You can also feel free to post great photos of your best work and new jobs you complete – those could inspire your audience. Providing inspiration to pursue those renovation projects they’ve always wanted to purse is another way to engage them.

How often should I post?

We recommend posting consistently three to five times a week. However, stick to the plan and make sure your posts meet a certain quality level. If you are just going through the motions to check off a box then reassess whether you should be posting at all. Fewer posts of a higher quality are better than many posts that stink.

How long should it take before the customers start rolling in?

This depends on many things including how active you are, the size of your market and how well you are able to engage your audience. That being said you would hope to have gotten a new customer by the six month mark of your consistent efforts.

There are several other things that we could cover but hopefully these tips will at least get you started or provide you some new guidance to improve your current social media efforts. Different things will work with different groups in different markets. Pay close attention to the posts that get you the most interaction and try to do more of those types of posts.

To learn how ProPainter Websites can help you attract more customers, call us at 919-424-6121 or schedule a meeting for a day and time that is convenient for you.

2022 Organic Search Ranking Factors 11-20 for Painting Contractor Websites

April 28th, 2022

With 93% of consumers using the internet to find local businesses, painting contractors with websites that show up high on Google’s search engine results pages are highly likely to receive lots of calls from potential customers. But how can your website consistently achieve strong performance in search?

We recently wrote a blog highlighting the Top 10 Organic Search Ranking Factors for Painting Contractor Websites in 2022. This is part two of that blog, covering ranking factors 11 through 20. To begin, let’s take another look at the chart of the top 20:

A big thank you goes out to Whitespark for their 2021 Local Search Ranking Factors Survey. Now let’s look at each of the factors ranked 11 through 20 and how they apply to painting contractors.

#11 Quantity of Inbound Links to Domain from Industry-Relevant Domains

This is the number of links you have coming into your website from other painting industry websites. Websites that would qualify and help you here include the PCA (Painting Contractors Association) and American Painting Contractor, as well as other website platforms that you may have established a profile on including Porch, Houzz, Angi, HomeAdvisor, etc.

How to Improve
Create profiles with links to your website on any of the web platforms that are free. Do what you can to get more links to your website from these sources and additional industry websites. Ask for links from all industry-related organizations you are a part of.

#12 Mobile-friendly/Responsive Website

The only reason this factor isn’t higher is because it’s been a factor for long enough that almost every website is built with responsive design. That means that your website will adjust to look good on (almost) all devices that somebody might use to access it.

How to Improve
If you are unsure about your website, use your phone to access it. If it looks different than desktop and you can read the words easily because the font is bigger you should be good to go. If it looks like a miniature version of the website you see on your computer and the words are tiny then you want to get it fixed as soon as possible. The penalty for not having a responsive design/mobile-friendly website is that you likely won’t show up in any searches.

#13 Volume of Quality Content on Service Pages

This is another emphasis on the importance of having a website that is well built out with rich, relevant content and lots of well written pages.

How to Improve
Make sure you have individual web pages for all the services that you provide. Make sure you’ve got good, quality content on each of those pages that describes the service in as much detail as possible, along with the experience that the customer can expect when they choose to work with your painting company.

#14 Diversity of Inbound Links to Domain

This is part of proving your credibility to Google. The more websites that have links to your website, the more Google sees you as a credible expert in your field. Think of it a little like reviews. The more strongly positive reviews you see from more people for a business, service or product, the more likely you are to decide that business, service or product is high quality. Google looks at links to your website the same way.

How to Improve
Get more links to your website from other quality websites. Similar to #9 and #11, ask all of the businesses and organizations you are involved with to post links to your website. Don’t try to take a shortcut and pay somebody who tells you they can get you hundreds of links in a matter of days or weeks. Those will be very low quality links. They may even be considered “toxic” by Google and then your website is at risk of a significant penalty.

#15 Keywords in GMB Landing Page H1/H2 Tags

This one is a little bit technical. Your GMB landing page is the page that the website link on your Google Business Profile goes to. H1 and H2 tags are the headlines that you have on that page. You want to have relevant keywords in those headlines.

How to Improve
Take a look at the H1 and H2 text you have on the page linked to your Google Business Profile. If needed, edit them to include your one or two most important keywords.

#16 Quantity of Inbound Links to Domain

Pretty simple here – this is the number of links to your website from other websites.

How to Improve
The same thing that helps you on #14 helps you with this one – get more links to your website from other quality websites.

#17 Click-Through Rate from Search Results (General)

Google does factor in user interactions to determine future search results. When Google sees that users are clicking on a specific website in the organic search results it will move that website up. Google is seeing that as a very good answer to the search the user is conducting.

If users are not clicking on a specific website in the search results then Google sees that as a sign that the website is not what users are looking for when they conduct that search. That website will fall in the search results.

How to Improve
Pay attention to your title tags and descriptions. These are your opportunities to get users to click on your website in the search results. You want these to include marketing language, but you don’t want to mislead users. If you do mislead users you are much more likely to get an immediate bounce, meaning they’ll click on your website but then almost instantly hit the back bar. That’s a big negative in Google’s eyes.

#18 Keywords in Domain

In this instance your domain refers to what is before the .com, .net, .biz or whatever other extension you may use for your website. So, for example our domain is propainterwebsites.com.

How to Improve
At this point you likely have what you are going to have. But, if you are able to include topical and location-based keywords in your domain it could definitely benefit you. Something like atlantahousepainters.com would absolutely help. If you haven’t already, take a look at what domains are currently available that could help you here.

#19 Quantity of Inbound Links to Landing Page URL from Industry-Relevant Domains

For this one, take #11 and specifically apply it to the web page that your Google Business Profile links to.

How to Improve
Most painting contractors will have their home page linked on their Google Business Profile. They’ll also have their home page linked to from their business profiles on industry web platforms and other websites. In those instances, this will take care of itself. However, depending on the nature of your business, you may want to have your Google Business Profile link to a different page on your website. If that is the case, you’ll want to work to get industry links to that same page, as well as your home page.

#20 Keywords in Text Surrounding Links to Domain

You have no real control over this one – this is the text before and after the link on another website to your website.

How to Improve
While you can’t control it, you can help your chances of doing well on this by getting links from the types of websites that have been mentioned earlier in the article.

There is a lot of information contained in these two blogs and it could definitely be overwhelming. One of the best things you can do is to chop it into small chunks, prioritize based on the rankings, create a project plan and then start chipping away at it little by little.

If you want to hit the easy button and work with a provider that can take care of most of these things for you, we can help! Please call us at 919-424-6121 or schedule a meeting for a day and time that is convenient for you.

Top 10 Organic Search Ranking Factors for Painting Contractor Websites in 2022

March 29th, 2022

How can you get your website to show up higher in the Google search results?

That’s a question that painting contractors across the country ask themselves semi-regularly and that website providers like us ask ourselves on a daily basis. While only a handful of people at Google truly know the answer, search engine optimization (SEO) experts from across the world recently came together to participate in the 2021 Local Search Ranking Factors Survey. The results of the survey are highly likely the best guide available on what you can focus on to improve your search rankings.

For this article we are going to focus on the Top 10 Local Organic Search Factors. (We’ll write a follow up blog diving into factors 11 through 20.) These are factors that the experts see as the most important in helping your website search well. Let’s take a look at the results:

#1 Quality/Authority of Inbound Links to Domain

The number one factor by a pretty large margin is the quality/authority of the inbound links to your website. (When you see “Domain” think website.) What this means is that Google looks at the quality and authority of websites that have links to your domain. For example, a link to your website from the New York Times would carry much more weight than a link to your website from a local blog. Multiple links from websites that Google sees as authoritative would help you search better then another painting contractor’s website that had a couple links from websites that Google doesn’t see as authoritative at all.

How to Improve
The important word here is quality. Don’t fall for misleading emails from bad actors who promise to get you hundreds of links. These usually get tied into link farms that will hurt, not help, your search results. Quality links can from organizations you are a part of – PCA (Painting Contractors Association), other industry organizations, Chambers of Commerce and not-for-profit organizations. They can come from business partners. The media can also be a good source. Reach out to your local media outlets and let them know you’d be happy to be quoted and/or included in stories on local business owners. Industry publication websites like American Painting Contractor and inPAINT are a great source of quality links.

#2 Volume of Quality Content on Entire Website

The second most important factor is the amount of quality content on your website.

How to Improve
Build out your website to include more quality content. Create additional service pages. Get more specific about those services and include more detail. Tell the story of your business. Share more images and descriptions of the work you’ve done. Start writing a blog.

#3 Internal Linking Across Entire Website

This is something that has been taken for granted for a while but is fundamentally important. The better linking structure and more internal links you have across your website, the more likely your website is to search well.

How to Improve
Create links to other pages of your website within your internal pages. Most every painting contractor is going to have a significant number of links on their home page to internal pages. But many stop there and don’t include links to other pages on those internal pages. Add links on your service pages to your gallery. Add links in your gallery to the specific services that are highlighted in the photos. Look for additional connections and create more links.

#4 Topical (Product/Service) Keyword Relevance Across Entire Website

Now we are starting to get more specific to the search. How relevant is your website to the specific keyword the user searched for and other related keywords?

How to Improve
The best way to improve is to understand what your target audience searches for when they are looking for the services that you provide and then making sure you’ve got those keywords and their related keywords sprinkled throughout your website. So if you are targeting residential, you are looking at house painting, house painters, painting contractor, home interior painting, cabinet painters, etc.

#5 Geographic (City/Neighborhood) Keyword Relevance of Domain Content

This is very similar to #4, just focused on location instead of services. If somebody is searching for a painting contractor in Raleigh, North Carolina Google doesn’t want to serve up painting contractor websites from Omaha, Nebraska.

How to Improve
Make sure the cities, towns and areas that you serve are included all over your website. Include them in your service pages, testimonials/reviews and gallery if you can. When doing this you want to make the inclusion natural – make sure it doesn’t look like you are just keyword stuffing.

#6 Keywords in GMB Landing Page Title

Every page of your website has a title. If you don’t actively create one, your website provider or platform will do it automatically. If you are using a provider, you likely have nothing to worry about. If you are managing your own website then you want to pay special attention to make sure your pages have appropriate titles. This factor specifically applies to the page title of the page you have linked to your Google Business Profile.

How to Improve
Make sure that whatever page you have linked to your Google Business Profile has a keyword or two in the page title. For most painting contractors this will be your home page. But there are reasons to use other pages.

#7 Website’s Degree of Focus on a Specific Niche

This should not be an issue for most painting contractors. Painting is enough of a niche. However, if you have three distinct businesses that don’t tie into each other at all on one website – let’s say house painting, a pet day camp and a cake-making business – then Google will be all types of confused.

How to Improve
If that last sentence describes your website you’ll want to split your site up into three distinct and separate websites.

#8 Keywords in Anchor Text of Inbound Links to Domain

This is not something you will likely have any control over. This references the actual text that is used on other websites in the link to your website.

How to Improve
If you have a close connection with somebody who is posting a link to your website you may be able to make the request. Or you could call somebody after the fact to ask them to change the anchor text. If you have the option you want to go for keywords and location, for example – house painting in Cary, NC.

#9 Quantity of Inbound Links to Domain from Locally-Relevant Domains

Two key points to pay attention to on this one – quantity and locally-relevant. This is the number of links you have coming into your website from other local websites.

How to Improve
Some of this was covered up in #1, but you want to get as many links as you can from local entities – chambers of commerce, organizations, other businesses, media, events, etc.

#10 Domain Authority of Website

Think of Domain Authority as the reputation of your website. It can take a lifetime to build it and a minute to ruin it.

How to Improve
By doing all of the other things on the Top 20 list you will improve your Domain Authority. Don’t do anything that Google really dislikes like buying bad links or using manipulation tactics like invisible text to keyword stuff.

This is part one of our two part effort to cover the Top 20. Look for part two in the next couple of weeks.

If you want a website that searches well and brings in new customers, we can help! Please call us at 919-424-6121 or schedule a meeting for a day and time that is convenient for you.

Allegiant Painting Are the Chicago Area’s go-to Residential and Commercial Painters

March 10th, 2022

Justin, Taylor and their team of professionals at Allegiant Painting in McHenry, IL will get the job done right the first time. Their mission is to take your commercial or residential project to the next level! They provide a wide range of services including interior and exterior residential painting, deck refinishing and cabinet painting and refinishing. As a McHenry painting contractor they’ve taken on a lot of different types of painting projects and their expert painters know how to get the job done with high quality in a short period of time. Call 324-241-9835 today to get an estimate.

Online Reviews – 5 Key Factors

February 18th, 2022

Google reviews serve as the modern-day word of mouth for painting contractors. While many painting contractors understand how important reviews are, very few of them ask customers for reviews in a way that can provide the biggest benefit to their business. That provides a big opportunity for you if you are willing to consistently and thoroughly ask your happy customers for reviews.

On The Sharp Edge Podcast we highlighted how to ask for Google reviews and what to ask for. We’ll dive deeper in this blog post, highlighting the five most important review factors and how they should impact your efforts to get reviews.

A very well put together survey by Brightlocal from the end of 2020 – the Local Consumer Review Study 2020 – provides data and insight to serve as strong guidance when it comes to reviews. The five most important review factors identified in the survey are #1 star rating, #2 legitimacy, #3 recency, #4 sentiment and #5 quantity.

Painting Contractors - The 5 Most Important Online Review Factors

Star rating

It’s probably no surprise that the most important factor for consumers is your average star rating.

What to do:
Keep asking happy customers for reviews to keep that star rating high. Not only will that help you increase your star rating now, but it also provides you with some padding for when you get a not-so-good review. Most painting contractors don’t think about getting lots of good reviews until the bad one comes in and then it’s too late.

The good news is that most consumers don’t expect businesses to be perfect, no matter the industry. If they see a couple one or two star reviews among a large number of four and five star reviews, it won’t likely stop them from calling you. But if you only have 10 reviews and two of them are bad, you probably just lost a potential customer.

Legitimacy

Consumers like to see proof that reviews are legit.

What to do:
If you have a bunch of five star reviews without any comments consumers are going to question their validity. So when you ask for a review, ask your customer to specifically mention the services you provided to them and the experience they had working with you. These details demonstrate that the review is legitimate. Reviews that mention specific services can also help you show up higher in the Local Pack when consumers in your area search for those services.

Recency

If you need any further incentive to consistently ask for reviews, you should know that according to the survey 73% of consumers only pay attention to reviews written in the last month.

What to do:
You know the answer to this one – consistently ask happy customers for reviews. If you are doing that, this one should take care of itself.

If you are having trouble figuring out who to ask, ask your loyal customers, the ones who have come back to you multiples times. Another good group to ask would be customers who referred somebody to you.

Sentiment

The official definition of sentiment is a view of, or attitude toward, a situation or event; an opinion. So for consumers reading reviews, they want to know how the customer felt during the process of doing business with you.

What to do:
This is where those reviews in which a customer shares their experience make a big impact. People want to be comforted. They want to know that they won’t be making a mistake by choosing you to paint their house. Reading about others’ positive experiences will help to set their mind at ease.

When you know you’ve gone over and above to accommodate a customer and they show great appreciation for it, be sure to tell them that it would really mean a lot to you if they would leave a review on Google. In most cases they will be happy to do so.

Quantity

The number of reviews you have does matter, but note that in this survey it is the fifth most important factor.

What to do:
Did we mention you should consistently ask for reviews?

It can be difficult to ask for reviews when you are hustling to wrap up a job on somebody’s property. But, if you make it part of your closing process and do it consistently it will absolutely help you to keep an excellent online reputation and encourage more consumers to reach out to you when they are looking for the services you provide.

Our Integrated Reviews platform helps our customers get more online reviews. To learn how we can help do that for your painting business, call us at 919-424-6121 or schedule a meeting with us at a time that’s convenient for you!

Google Changes the Game for Painting Contractors to Be Found Online

January 14th, 2022

Google recently made a change in their search engine results pages that could exponentially increase the importance of actively managing your Google Business Profile (formerly known as Google My Business). It’s likely to significantly reward painting contractors who put the time into optimizing the profile and thoroughly punish those who don’t.

What Changed?

In the image above you can see a portion of the results of a recent search for painting contractors. Google has made significant changes to the Local Pack and Map area of the search engine results page. The first thing you may notice is that the Map is now to the right of the Local Pack. Previous to this change the Map was above the Local Pack. The new alignment will likely slightly increase the amount of consumer clicks that occur on the Local Pack listings and slightly decrease the number of clicks on the Map.

However, the much more significant change is that Google is now using “Best Match” as the “Sort by” default over “Distance”. You can see that in the image. Previously, in the vast majority of cases Google would use “Distance”, or the business’s proximity to the person conducting the search, as the most heavily weighted factor for what businesses showed up in the Local Pack. In fact, the user didn’t even have the option of “Sort by”.

How Will This Impact What Painting Contractors Google Includes in the Local Pack?

The reason this adjustment is so monumental is because it completely changes the game for painting contractors when it comes to being found in local search. Whereas before a decently completed Google Business Profile could still get you into the Local Pack if you were close to the person conducting the search, now your fate is left up to Google’s definition of “Best Match”.

While we don’t know exactly what Google analyzes to determine what the best match in the Local Pack would be, we have a long track record of how they’ve determined “Best Match” in an almost identical circumstance – the organic search results.

It would seem to be highly likely that Google will heavily weight some of the same factors for Local Pack rankings that they do for websites in the organic search rankings, things like quality content, topical keyword relevance, location keyword relevance and degree of focus on the specific topic or service.

What Should I Do?

Painting contractors who jump on this opportunity by completing and optimizing their Google Business Profile to include topical and geographic keywords where possible and appropriate while also considering how they can leverage the posting feature are likely to get a significant boost over their competitors. Login to your Google Business Profile. Make sure all the information is accurate and then complete everything you can while being sure to emphasize the services you provide. Double down on the advantage you have just created for yourself by being sure to ask for reviews and encouraging your customers to mention the services you provided in the review.

ProPainter Websites sets up, updates and manages our customers’ Google Business Profiles as part of our core service to help painting contractors leverage a strong web presence to gain new customers. If you are interested in having us do that for you, please call us at 919-424-6121 or schedule a meeting for a day and time that is convenient for you.

Want More Customers? Use Their Preferred Communication Method

December 17th, 2021

With so many different ways to communicate with customers it can be difficult to juggle them all. The good news is that a recent survey sheds some light on how consumers prefer to be able to contact local businesses. The better news may be that the results of the survey show that you can focus on a smaller number of communication methods, especially if you are in a market with older potential customers.

Leadferno surveyed 1,000 consumers in November 2020 and then again in November 2021. Here are the results of their surveys:

How Consumers Want to Be Able to Contact Local Businesses

As you can see from the image, nearly 50% of those surveyed said they would prefer to be able to contact a business via the phone, making it far and away the number one choice. Website form and email traded spots over the last two years with fairly close numbers for second and third. At just below 11%, text message came in fourth with live chat and Facebook Messenger fairly distant fifth and sixth choices.

Of further interest is what the survey found when they broke out the results by age groups:

Age Matters When it Comes to Communication Methods

Not surprisingly, those 55 and older prefer the phone by an even larger margin than the general population at 58.5%. This group is also much less likely to prefer live chat or Facebook Messenger.

However, the preferred communication method for 25 to 34 year olds is much flatter with phone still leading the way at 26.5% but by a much smaller margin with text message (23.7%) and website form (20.6%) right behind it. Live chat is also significantly higher for this group.

Implications for Painting Contractors

1. The phone is still number one. Make sure that you are available by phone and that you are willing to connect by phone. If you cannot be available by phone, you may want to consider utilizing an answering service so the potential customer gets a warm voice answering the phone.

2. If most of your market is made up of 55+ year olds, you absolutely want to be sure you and/or your business is available via the phone.

3. Don’t feel like you have to be available on every possible communication platform. You will most likely just spread yourself too thin and just increase the likelihood of a bad customer experience. Using the phone, a website form, email and text will work for the vast majority of your customers.

4. Your best bet is to communicate in the way that the customer most prefers. Ask them early on or respond to them in the way they communicate with you. However, serious things should still be communicated in person or on the phone.

5. If your likely customer base is made up of 25 to 34 year olds be prepared to communicate primarily by text. You will likely need to be available via live chat and Facebook Messenger as well.

If you need a website to help pull in potential customers with your website form, please call us at 919-424-6121 or schedule a meeting for a day and time that is convenient for you.

Emotional Decisions – The Value of a Proven Process

November 29th, 2021

It’s easy for painting contractors to underestimate the stress and uncertainty that floods the minds of homeowners when it comes to getting their house painted. That’s especially true for experienced painting contractors.

You may be in people’s homes, painting every day. But for the homeowner, this is a once every 5 to 10 years event. They are not sure how long it’s going to take, what the day-to-day is going to be like or what alternative plans they may need to make to stay out of their home.

This creates a significant opportunity for painting contractors. Harvard Business School professor Gerald Zaltman conducted studies that showed that 95% of purchasing decisions are emotional decisions. With that in mind, if you can provide a stressed and uncertain homeowner with the comfort to feel that choosing you is the right decision, then you will almost always win the job.

Proven Process for the Win

With a proven process you can set the homeowner’s mind at ease and give them that feeling of comfort. That’s especially true when you can say that you’ve successfully executed on the process over and over again with the result being happy homeowners.

Do you have a proven process? If so, and if you have it documented then you are ahead of the field. Go ahead and skip to the next heading.

If you have a proven process but you haven’t documented it yet, set aside some time over the next couple weeks to do so. This is often the case with successful businesses that haven’t grown to the point where you have multiple people who have to execute multiple processes. You know the process, it lives in your head and you haven’t had reason to document it yet.

If you don’t have a proven process, you might just not be giving yourself enough credit. Take some time and write down what you think your process is. Now test it over your next two to three jobs. Are you repeating that process? Do you need to update anything?

Consider Your Proven Process in Relation to Your Customers

Since we’ve been talking about homeowners, let’s continue with that example. Since we know they are likely to have stress relating to not knowing what to expect, you want to let them know exactly what to expect. What are those questions that you continuously get from prospective customers?

How long will it take? What are your prep activities? How much disruption will they likely have in the home? What hours do you usually paint? If it’s a multi-day job do you usually complete a room at the end of the day or do you leave all of your materials and drop cloths out?

You get the picture. To the extent that you can, let them know every part of what they can expect. Build out your documented proven process to do this. The purpose of the proven process is to put your customers’ minds at ease. Help them feel that you know exactly what you are doing. Build up their confidence.

How to Use Your Proven Process

Once you have your proven process finalized, you want to make sure that people see it. Put it on your website and highlight it on your home page. You could put the process on a separate web page but include intro text on the home page that reads “Our proven process has resulted in hundreds of happy homeowners.” And add a button that reads “View Our Proven Process.”

By putting it on your website you are working to alleviate customer concerns before they even call you. That could give you a big leg up on competitors. Just remember that you want to live up to the promise of the proven process from the beginning. So, if part of your process is being responsive and communicating well with the customer, you’ve got to be sure you are living up to that before they even become a customer.

Include your documented proven process in any collateral that you give to a potential customer. Even if you don’t have highly designed flyers, a bulleted list can have an impact.

You could also consider creating an image. You can get a lot of ideas for that by Googling “proven process” and looking at images.

You could use the image on your website. You might also want to create a separate flyer that features the image.

Anxious, nervous, stressed and uncertain are all words that describe the feelings of many homeowners who are considering using a painting contractor. You want to make them feel comfortable, confident and certain about picking you to do the work. By having a process, documenting it as your Proven Process and getting it in the hands of prospective customers as soon as possible you can increase your calls and your wins.

We can help you highlight your proven process on a great-looking website that will be found by potential customers in your area. Schedule a meeting to talk about the details at a time that’s convenient for you on our Contact page.

Why Facebook Is a Bad Substitute for a Website

October 29th, 2021

We have heard several painting contractors tell us, “We don’t need a website, we are on Facebook.” If you have all the business you’ll ever need from current customers, don’t need to build any more business relationships AND have gotten all of your customers to follow you on Facebook, then that statement might be true.

That’s not to say that Facebook can’t be a valuable tool. It certainly can be. But, for the vast majority of painting contractors a Facebook profile will be a very poor substitute for a website. Here’s why:

People use Google to find local businesses

According to a late 2020 survey from BrightLocal, 93% of consumers use the internet to find local businesses. The first place people go when they want to find those local businesses is Google…by a very wide margin. And a website is going to give you the best chance to be found on Google by those potential customers. That’s because they are used to typing the name of the service they want into the search bar and then combing through the organic search results to look at the websites of the options they want to consider.

The story is very different on Facebook. Unless somebody specifically searches for your painting business by name, the only place you’ll be seen on Facebook is in the news feed of people who already follow you when you make posts. So, you are significantly limiting your audience by trying to substitute a Facebook profile for a website.

Facebook determines what posts are seen in news feeds and it doesn’t like to show business posts

Facebook has an algorithm that determines what posts a user will see in their news feed. Their goal is to give the user more of what they want so that they will stay on Facebook as long as possible. Because people interact more with posts from friends and family, Facebook is more likely to show those posts (plus ads!) than they are the posts that are coming from your business.

And you are posting, right? Remember, your only chance to be seen is by posting frequently. Contrast that with a website for which you do want to make small updates fairly regularly (like adding new photos one or two times a month) but certainly don’t have to remember to post every day or every other day.

People expect credible businesses to have a website

Right or wrong, perception is reality. While consumers may be willing to buy a t-shirt directly from Instagram, they expect more from a business that is going to have employees spending time in their home. Credibility is extremely important for home services businesses. Your website can provide that credibility.

When consumers can’t find a website for a business, they are going to think twice about calling them. They’ll question the credibility. “Is it new? Is it a fly-by-night operation? Can I trust them?” You don’t want potential customers asking those questions about your business.

You control your website, Facebook controls Facebook

Whether you build and manage your own website, or you work with a service provider like us, you get to make the decisions on the images, content, design, etc. You have a very high level of control over the messages and pictures people see when they go to your website.

On Facebook you are at the whims of what Facebook wants to do. Just like they control their users’ news feeds, they control what you are able to do with your profile. So, while you may like the “control” you feel you have over your Facebook profile today, that could change tomorrow.

While Facebook is a good forum for engaging customers and building your brand, a Facebook profile does not provide the benefits a website does when it comes to attracting new customers and building credibility. In addition, Facebook is in complete control. What you like most about the platform today could be gone tomorrow.

Need a website? We can help! Call us today at 919-424-6121 or email us at Team_PPW@ProPainterWebsites.com to learn more about how ProPainter Websites can bring you more painting business!