Nothing Is Evergreen, So Make It Cheap to Update
Evergreen is usually described as writing that never dates. For a contractor almost nothing qualifies, aim instead for content that is cheap to keep current.
- Content Development
Which Website Platform a Contractor Needs
Static, dynamic and CMS are build terms presented to contractors as a decision. The questions that actually decide whether a site works for you are different ones.
- Responsive Website Design
You Cannot Optimize LSAs for Voice
A Local Services Ads unit has no headline, no keywords and no voice segment. There is nothing in the account to optimize for voice, and no way to report on it honestly.
- Local Service Ads
The Audience Already in Your Job Records
The best audience a contractor owns is not on their website. It is in the job records: people who already let you in, and whose homes keep ageing.
- Retargeting Services
Your Van Sets the Brand Guideline
Brand consistency for a contractor is not a palette. It is the name, number and logo on your Facebook page matching the truck sitting in the customer driveway.
- Social Media Strategy
Your Account Structure Decides Where Money Goes
Budget is set per campaign, so the way an ads account is split decides which jobs get funded. Structure and a negative keyword list are the same job done twice.
- PPC Marketing Services
What to Update on Your Profile, and How Often
Most of a Google Business Profile is set once and left alone. Only four things genuinely decay: here is a maintenance cadence built around those, instead of a posting schedule.
- Google Business Profile
Voice Search and Mobile SEO: Why They Go Together
Voice queries are longer, more conversational, and almost always made on a phone. What that changes about how a contractor's pages should be written and how fast they need to load.
- SEO Optimization
Your Open Rate Is Not a Real Number
There is no benchmark open rate left to beat. Apple Mail loads the tracking pixel whether or not anyone reads the message, so the figure counts machines alongside people.
- SMS Services
Why Job Photos Are Slowing Down Your Site
On most contractor sites the photographs are the whole speed problem: job photos straight off a phone, several megabytes each, shown at a fraction of their size.
- Responsive Website Design