Respond to how consumers interact with home improvement companies today
The momentum in home improvement marketing trends in the last decade or more has been strongly towards online and digital marketing.
Contacting homeowners via the traditional routes doesn’t provide the return on investment it used to.
The best advertising for home improvement companies in terms of results delivered used to come from telemarketing and door canvassing.
But now, companies are instead diverting most of their marketing budgets towards digital and online.
Homeowners have gone online
Much of that investment has been spent on the creation of online libraries of blogs and articles containing the answers to questions potential customers have about particular home improvement services.
As a result, the sheer volume of information available online to homeowners has grown exponentially.
Virtually any question a prospective customer has in mind about the home improvement services they’re interested in can be answered instantly and accurately by searching the Internet.
This has fundamentally changed the way in which potential customers and home improvements companies interact.
Today, when a potential customer does eventually contact a home improvement company, they’re now much more knowledgeable about
- what they want,
- why they want it, and
- what they consider to be a fair price.
This has changed the buyer’s journey and their behaviour for ever.
And the services we offer to home improvement companies move the advantage back to them in the digital era.
Home improvement marketing in age of the Internet
More Than Words creates full and in-depth online and offline marketing plans for:
- local home improvement companies,
- national home improvement companies, and
- home improvement lead generation companies.
We offer eleven different services to companies in or supplying the home improvement sector.
You can read about the eleven different services we offer in depth further down on this page.
But, if you’re in a hurry and just want the basic information before getting in touch with us, you can find summaries of our services just below.
Our 7 online home improvement marketing options
Article writing service – we create high-quality, SEO-optimised articles and blogs which promote your services and answer directly and in plain English the questions homeowners and landlords have about your services
Website re-writes – we review your current website and let you know which pages work well for Google and which don’t. We’ll then re-write the pages which need attention so that Google can index your website properly and reward it with a higher ranking.
Website creation – we design, write, program, build, and host response-generating, high-ranking sites for home improvement companies
Social media campaigns – let us build your online following on each of the platforms your target customers use and convert those followers into strong enquiries through regular posting of engaging, informative, and sales-driven content
Downloadable and shareable content – we create downloadable and shareable documents which can be sent by email, on social media, and via messaging apps
Email newsletters – stay in touch with your existing customers and with clients who haven’t yet purchased to keep them up to date with what’s happening at your company and to drive sales with special newsletter-only offers
Email marketing campaigns – if your service can also be used by businesses, schools, and the public sector, we can contact decision makers with purchasing responsibility for your service by email
Our 4 offline home improvement marketing options
Writing and designing of printed marketing materials – sales-driven copy presented on an elegant, minimalist design for your brochures, flyers, and other printed marketing materials
B2B telesales scripts – a brand new and refreshed script for your telemarketing team if they’re struggling to make appointments with decision makers in businesses, schools, and the public sector
B2B telemarketing campaigns – if your service can also be used by businesses, schools, and the public sector, we can contact decision makers with purchasing responsibility for your service by telephone
Sales letter writing – response-generating copy for your postal mailing campaigns
Find out more about our home improvement marketing services
When you get in touch with us to let us know about…
- your company and its history,
- the home improvement services you offer,
- the geographical areas you serve, and
- your commercial and revenue goals for the next 12-24 months
…we’ll create a marketing plan bespoke to your company.
To speak with one of our account managers, please call us on 0330 010 3495 or you can email us by clicking here.
SEO-optimised, highest-quality home improvement articles and blogs
Informative, engaging, and written to improve your search engine rankings, build a library of related home improvement content containing the information your clients want to know.
- Answer all the questions your buyers have with in-depth articles
- Establish your company as a trusted and credible voice in the industry and to homeowners
- Showcase the work you’ve done for recent customers in your articles and blogs
- Content we create is optimised for Google and other search engines to achieve high rankings
A home improvement marketing strategy for social media & dark social
Many home improvement firms have moved onto social media to take advantage of a captive, local audience which trusts the content it reads. We also provide strategies for popular dark social platforms.
- Social media content plans and profiles to appeal to consumers and business customers
- Downloadables and shareables for social media and dark social
- Compelling daily content – drip-feed useful & engaging information to your target audiences
- Build a substantial following of interested and motivated buyers in your area
Let us re-write your current website or build you a brand new one
If you want to us to SEO-optimise the existing pages on your website, please let us know. Alternatively, please contact us if you want a brand new Google-friendlt website planned, designed, and written from scratch.
- Websites designed to look beautiful on all platforms and be easy to navigate
- Pages written in plain English for maximum reader understanding and buy-in
- Sitemap produced for site to make it easy for Google to quickly & successfully index
- Build credibility on your home page, testimonials page, and “About Us” page
Experienced home improvement copywriters and marketers
Most of the More Than Words’ copywriting team began their careers as direct and over-the-phone sellers. They understand the sales process and they produce content to encourage visitors to choose you proactively over your competitors
- Build a library of online content for future customers at all stages of the buying cycle
- 1,000s of articles written a year for home improvement companies & lead gen firms
- Content created to sell the benefits of what you sell and successfully address buyer doubts
- Hundreds of articles for clients already feature rank highly on Google for local & national firms
What is the “new buyer journey” and how does it affect your business?
Before the Internet took over people’s lives, they relied on experts like you for advice on home improvements.
When you spoke with a potential client for the first time, you would have spent a lot of your call with them educating them about what you do.
There was a huge gap between the knowledge you had and the knowledge they had.
The bad old days
Some home improvement companies, unfortunately, took advantage of this.
On an appointment, they used the combination of hard sales tactics and a potential customer’s lack of knowledge to pressure them into making a purchase.
Homeowners would often end up paying well over the odds for equipment which didn’t justify the price.
Even though only a handful of home improvement companies used this approach, it made homeowners wary about the sector.
It poisoned the well for many companies, no matter what their home improvement niches.
How the internet levelled the playing field
The internet now allows homeowners to do all the research they want before contacting a home improvement contractor.
And all the evidence suggests that this is exactly what they do.
British homeowners now ask Google millions of questions every month on everything from why their boiler is making a strange noise to whether condensation appearing in their double glazing can be repaired on not.
How your competitors have already turned this change to their advantage
In the past few years, the companies which benefited the most from this change are the larger national or semi-national installers and lead generation companies (the companies offering to sell you enquiries they’ve received about the service you offer).
The way they have taken advantage of the new buyer journey is to create libraries of online content answering every conceivable question a potential customer is likely to have.
The content they write is mainly in the form of very high quality, Google-optimised blogs and articles together with response-driven product pages.
Google reacts to your competitors’ constant uploading of more and more of this high quality content by awarding them with ever higher search engine rankings.
Why high search engine positions and great content matter – and it’s not for the reason you might think
High search engine rankings matter because your company name and the quality of your content is more likely to be seen by potential customers.
But that’s only part of the story.
Because of the behaviour of the hard pressure sellers of a few years ago, customers need to be able to trust your company before they contact you.
They need more than ever to see that your business is credible, reliable, and experienced.
To achieve this, your company name now has to be seen multiple times before a prospective customer will even consider contacting you (except if they heard about you from a friend or family member).
On average, a homeowner needs to see your company and its content 10 times or more.
And you have to make sure that, every time they see your company and its marketing materials on their buying journey, your content gives them a reason to trust the way your company does business.
How can I get my company seen that many times by a prospective customer?
To get your company seen 10 or more times during the buyer’s journey, you need to build your own library of online content.
Of all the home improvement marketing ideas you consider pursuing, this one is almost certain to produce the best long-term return by far.
You need to be there answering potential customers’ questions right at the start of their journey right up until the time they’re ready to start collecting quotes.
And, because you’re targeting a local area, it’s much easier, quicker, and cheaper to finish at the top of search engine rankings than it is for your big competitors and for lead generation firms.
As part of your home improvement marketing strategy, you also need to create online material which can be downloaded and shared between people.
Social media is becoming increasingly important to home improvement companies and we can help you with this.
And, although most marketing today may be done online, brochures, leaflets, and sales letters you use in the real world are, for many of our home improvement customers, more effective than ever.
Work with a home improvement marketing agency with extensive outbound and inbound marketing experience.
When we write articles about home improvement for our clients, we write for each stage in the buyer’s journey.
That’s from when a prospective customer has just started to consider making a purchase until the time when they’re ready to pick up the phone or send an email to you to ask for a quote.
More Than Words, originally a content marketing and web design company, merged in late 2018 with an email marketing and telemarketing company.
We’re one of the few marketing agencies in the UK whose management and service delivery staff come from both an inbound marketing and outbound marketing backgrounds.
We use our inbound marketing skills to draw in followers, visitors, and subscribers via your website and your social media platforms.
Our outbound marketing experience gives you access to skilled copywriters, marketers, and designers who create brochures, leaflets, sales letters, email marketing campaigns, and telemarketing campaigns.
Below, you can find out more about the range of inbound and outbound services we offer.
See how your company can take advantage of both:
- the latest and most successful home improvement marketing trends and
- the more traditional routes to market which still produce significant returns on investment.
Then, please call us on 0330 010 3495 or you can email us by clicking here to discuss how we can generate the highest quality leads and enquiries for your firm.
Selling home improvements with web-based digital marketing (inbound marketing)
1. We create audience-building, lead-generating articles on home improvements for your website
Our copywriters plan, research, and write the highest-quality blogs and articles on home improvement services for clients.
We write each article and blog with full optimisation for Google and other search engines included.
Every new article we write and upload adds even more relevance, credibility, and authority Google ascribes to your website.
This means that every other page on your website benefits from incrementally higher rankings – a rising tide lifts all boats.
All of the articles we write provide in-depth and understandable answers to potential customers’ questions in engaging plain English.
And, every time your articles are found, your company benefits from another opportunity to ask visitors to:
- leave their details for you to follow-up,
- subscribe to your email newsletter, or
- follow you on social media.
2. Website re-writes
If you like the appearance of your current website but you feel that the website copywriting on it isn’t sharp enough and doesn’t catch Google’s attention in the right way, please get in touch with us.
We’ll first consider your service pages – those pages describing each of the services you offer.
You’re more likely to get leads from service pages than any other type of page.
We need to make sure that Google knows where your services pages are and that the content on every service page is of high enough quality to persuade a visitor to your website to get in touch with you.
These important lead-generating pages must describe in detail and in plain English every benefit and advantage of using your company and they address every point of possible concern.
Second, we re-write your “About Us” page(s) and your home page.
In the minutes before someone decides to contact your company, they reassure themselves about the quality of the services your company offers by finding out more about your firm’s history and the people running it.
Third, we’ll offer to build you a library of online articles and blogs to further improve the visibility of your site and to achieve higher rankings on Google.
Within weeks, you should see a substantial difference in the number of visitors your website receives as well as a significant increase in the quality and quantity of the leads your website generates.
3. Website design and creation
If you want a brand new website design with a growing library of articles and blogs to:
- finish as high as possible on page one on Google,
- convince potential customers of the quality of what you offer and of your company on your services pages,
- build real company credibility on supporting pages (“about us” page, home page, staff profiles, and so on),
- be easy to navigate for both visitors and Google, and
- look elegant, attractive, professional, and confident on all devices (desktop, laptop, tablet, mobile),
…then please get in touch with us to find out more about how we can help.
4. Social media campaigns
More and more home improvement companies are using social media management services like More Than Words’ to build up their local follower base on Facebook, Twitter, LinkedIn, and Instagram.
On social media, we share with followers content which:
- highlights the very high quality of the work,
- promotes any special offers you’re running,
- shares interesting facts about the services you offer and about your company, and
- much more.
We have experience in running both organic (non-paid for) and paid-for advertising campaigns on the major social media platforms.
With each post, our aim is to encourage either online two-way communication with your followers on the platforms – to get them into a conversation.
Better still, we want to get them to visit your website so that they can leave their details for you to contact them or to join your email newsletter.
For your campaign, we create attractive imagery, infographics, and other eye-catching visual material as well as downloads which provide followers with the information they need at their part of the buying journey.
5. Content for sharing on social media and dark social
We’re all more connected to each other than ever before thanks to social media platforms and to the rise of so-called “dark media”.
Dark media are messaging apps like WhatsApp and people are nearly 6 times more likely to share commercial material on these apps than they are on social media.
To take maximum advantage of this, we create downloadable and shareable marketing material for users to share with each other.
If someone knows that one of their friends or family members is looking for a new kitchen, for example, we’ll create downloadable marketing materials like a PDF or an e-book and make it available on your website and social media channels.
These downloadables can then be easily and quickly shared on social media and on messaging apps.
When we create them, we make them platform neutral so that it doesn’t matter if the person receiving a downloadable is using a different type of device than the person who sends it – your downloadable will look and behave the same on all platforms.
6. Email newsletters to your customers and prospects
One of the most underused marketing tools by home improvement companies, email newsletters:
- keep your company in recipients’ minds and
- offer you the opportunity to bring forward a decision to get you out for a quote.
Email newsletters reinforce your company’s professionalism and reliability every time you send one out as well as giving you the chance to make subscriber-only offers to drive sales.
Use your email newsletter to encourage recipients to visit your website by promoting the new articles you’ve placed up on your site.
Keep them up to date with any awards you’ve won or any internal news about your company.
7. B2B email marketing campaigns
Many of the home improvement companies we deal with also offer their services to businesses, schools, charities, and public sector organisations as well as to homeowners and landlords.
Commercial work is often far more lucrative than domestic work with better opportunities for profitable follow-up work.
We maintain a GDPR compliant, comprehensive, and accurate B2B email database containing hundreds of thousands of business decision-makers across the UK.
Select the targets you want to approach and let us work on producing an elegant, beautifully designed email with a very strong selling message to deliver high-value enquiries, leads, and sales for your company.
Selling home improvements – offline marketing materials (outbound marketing)
Although online marketing has become the dominant promotional channel for home improvement companies, offline marketing offers additional opportunities to increase the number of leads for you and your team to work on.
1. Printed marketing materials
More Than Words offers clients years of experience in the creation of highly-attractive, brand-compliant leaflets and brochures.
Minimalist in design with an emphasis on prestige and professionalism, the sales message you want to communicate to clients is never overshadowed by how good the leaflet or brochure looks.
Rather, the design actually emphasises the sales message showcasing the value and the benefits of the home improvement services you offer together with the peace of mind clients benefit from when you use a reputable and established supplier like your company.
Ideal for postal campaigns, for giving out on appointments, or for collection within your show room or any exhibitions you’re attending.
2. B2B telemarketing scripts and campaigns
As well as offering a 12-month B2B email marketing campaign to our clients, we can also re-write any telesales scripts (including openings, objection handles, and closes) your team currently uses.
Alternatively, if you don’t have a telesales team and you’d like our B2B telemarketing professionals to pitch your service to potential clients to see whether it’s a viable route to market for your business or not, please give us a call and ask for the telemarketing sales manager.
3. Sales letter writing
Very successful in targeting both residential and business customers, direct mail is still up to five times more effective than email marketing.
The increase in digital marketing has resulted in the number of sales letters being received by consumers and business owners decreasing sharply.
This means that there’s much more chance of your letter being opened once it’s landed on the doormat or the desk of your potential client.
For the hardest to reach or the most difficult to convert domestic or commercial customers, a sales letter can cut through in a way which most other outbound marketing approaches can’t. Please mention sales letters when you call or email us.
Speak to one of our home improvement marketing representatives
It’s much easier to come up with successful home improvement marketing ideas for your company when you have the time and the space to think about it.
However, home improvement companies are generally complicated to manage with staff requiring a lot of oversight.
We do appreciate that, as much as you might have wanted to create a plan and to create materials yourself, running your business has prevented you from doing that.
More Than Words’ teams of planners, designers, copywriters, and web programmers know the home improvements market very well.
We understand how to create and distribute marketing materials which not only reach prospective buyers but which turn the interest our material generates into strong enquiries.
We’re open during office hours between Monday and Friday. Please call us, email us, or fill out the contact form and let us know what you want to achieve for your home improvement business in the coming twelve to twenty-four months.
We’re available on 0330 010 3495 or you can email our home improvements lead generation team by clicking here.
We’re based in North Shields town centre if you want to come and visit us. There’s lots of free parking outside and we’re only three minutes’ walk away from North Shields Metro station.