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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.

Our home improvement marketing strategy for clients – the four key approaches

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.

Our approach to online home improvement marketing - FAQ

We have produced content, built websites, run social media marketing campaigns, and created offline marketing materials for companies involved in the following activities:

  • Asbestos removal
  • Bathroom replacement
  • Block paving
  • Burglar alarms
  • Cavity wall insulation
  • Central heating
  • Chimney removal
  • Combi boilers
  • Conservatory
  • Double glazing
  • Electrical safety certificates
  • Electrician services
  • Extension construction
  • Fitted wardrobes installation
  • Flat pack homes
  • Front door installation
  • Garage construction
  • Garage conversions
  • House rendering
  • House re-wiring
  • Locksmiths
  • Loft conversion
  • Kitchen replacement
  • Orangeries
  • Painting and decorating
  • Patio doors
  • Plastering
  • Plumbing services
  • Replacement windows
  • Rewiring a house
  • Single storey extension construction
  • Skip hire
  • Solar panels and batteries
  • Staircase installation
  • Tarmac
  • Triple glazing
  • Velux windows

Yes. Lifestyle and informative articles are successful in drawing in visitors looking for information on how to overcome a specific issue related to their property.

We also use them to create links to product pages on your main site – this is an important ranking function for Google.

Please find below titles for the types of lifestyle and informative articles we have written for clients used to draw in visitors and to link to internal pages:

  • “Why improving your home is better than moving”
  • “Is your home winter ready?”
  • “6 ways to reduce your energy bills”
  • “Boiler codes”
  • “Which home improvements add value to your home?”
  • “What you need to know as a landlord?”

It depends on whether the investment for home improvement is out of choice or necessity.

For example, if someone has a boiler and it’s not working as it should, the first questions they might ask could be:

  • “can my boiler leak carbon monoxide when it’s switched off?”
  • “why will my boiler not repressurise?”
  • “why does my boiler keep shutting off?”
  • “who sets boiler safety valves?”
  • “where is the pilot light on my boiler?”
  • “what is the noise when boiler fires up?”
  • “what boiler does hive work with?”

If the homeowner decides that their boiler needs replacing, they will then start searching for the same questions that someone searching for home improvements out of choice look for.

For example, if the homeowner wanted to know more about installing solar panels, the initial questions they would ask Google may be one of the following:

  • “which solar panels are best for home use”
  • “how solar panels are used”
  • “where to buy solar panels online”
  • “when are solar panels most efficient”
  • “how solar panels work step by step”
  • “what solar panels should I get”
  • “are solar panels a good investment?”
  • “which solar panels work best in shade”

At this stage, the homeowner is looking for as much information as possible so they can begin deciding what type of system they want and the characteristics of the system.

Much closer to the point of purchase, a homeowner will start searching for answers relating to cost and the quality of the product or service they’re seriously considering.

They may have searched for these answers much earlier on in the process when deciding their budget but they nearly always come back to it as they’re getting ready to invite tradespeople around for quotes.

If someone were searching for double glazing at this late stage of purchase, they might look for:

  • average price for new windows,
  • double glazing cost calculator,
  • cost of replacing misted double glazing units,
  • double glazed windows prices Wickes,
  • double glazing cost bay window,
  • cost of double glazing a 3 bed house, and
  • double glazing cost per sqm.

On these blogs and articles as with all others, the writing should be friendly, informative, and jargon-free.

There should also be one or more call to action in the content inviting the visitor to leave their details for follow-up or for inclusion on an email newsletter.

Google’s sole purpose is to provide its users with the most relevant, accurate, and trustworthy information as quickly as possible.

To do this, it considers a number of different factors when it is assessing whether a website and the information on it is relevant, accurate, and trustworthy.

The quality of the content and the breadth of coverage on a particular topic are two “ranking signals” that Google uses when deciding how valuable your website is in meeting visitors’ needs as a whole as well as assigning a value to every single page.

How does Google assess quality?

It uses lots of different metrics powered by AI but, primarily, it compares the length and depth of information on a page against the sites it currently ranks highly.

It will then reward or penalise you accordingly.

The more high-quality content there is on your site around your area of expertise, the higher your site’s authority and relevance.

Regular posting of high-quality content has a cumulative positive effect on how high your website and on every page on your website finishes in search engine rankings

As your library builds, the likelihood is that other sites will link to individual articles on your site because of the quality of information on it.

This is also a significant ranking signal which increases your site’s authority and relevance.

Our aim in running your social media marketing campaign would be to increase your number of followers in the areas you serve and to create content that was interesting and engaging to make sure that they stay subscribed.

In addition to posts, we would create downloadable PDFs, product guides, FAQ sheets, and more.

The added benefit for creating downloadable marketing material is that they can be shared either on the social media platform itself with other users or via messaging apps like WhatsApp.

If you want us to build your website from scratch, it will normally take a few weeks to get it ready for launch.

One of the factors governing how long it takes is the amount of content and the number of downloadables you want us to create for your site.

We would appreciate the opportunity to speak with you about building you a new website.

Please call us on 0330 010 3495 or you can email us by clicking here.

You may have seen that many home improvement companies post content showing visitors how they can do the work themselves.

You may have wondered why this is believing that it is counter-intuitive and that it would actually cost sales.

In fact, this is a clever content marketing strategy based around the belief that most of the articles explaining how a homeowner can do the job themselves would lead them to conclude that it would be too difficult for the homeowner to complete.

At the end of the article, the tradesperson will then invite the reader to ask him or her for a quote if they want somebody else to do the job themselves.

There are additional SEO benefits in that, if you provide a very high-quality article which others link to, the authority and relevance Google attaches to your site and every page on it increases.

Yes. We operate a drafting procedure at More Than Words on both the content plan and each piece of content we create for you.

When the first draft is completed, we send the content over to you for feedback, comment, and revisions.

The piece then goes back and forward between us until you’re happy to sign it off as complete.

For additional peace of mind, every piece of content we produce for clients is 100% original. To make sure of this, we check each piece of content on CopyScape prior to sending it over to you.

To speak with us about your range of home improvement marketing services, please call us on 0330 010 3495 or you can email us by clicking here.

When you call or email us, we’ll put you in touch with one of our marketing planners who will find out about your company and what goals you have for the next 12- 24 months.

Normally within a day or two, we’ll get back to you with a detailed and costed plan designed to help you achieve the current and future revenue targets you’ve set 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.

Find out more about our home improvement marketing services

Call us now to receive more info on 0330 010 3495, click here to email us, or fill out the form below.

    Home improvement marketing – interesting links and more information

    Home improvement marketing has changed in the last two decades moving away from traditional telesales and door canvassing operations.

    Homeowners are now more informed and knowledgeable about what they can do to their home, what level of quality and service they should expect, and what they’ll be able to buy for the budget they’re working with.

    We have compiled a list of 8 informative articles on home improvement marketing from third-party sites.

    You may get further ideas about the direction you want to take your company’s future marketing in by reading them – we hope you enjoy:

    If you do see any approaches in these articles you’d like us to take for your company, please give us a call and we’ll let you know if we can help and how we can tie them into the services that we offer.

    To discuss the best types of marketing to invest in so that your company can build its own home improvement lead generation infrastructure and strategy, please call us on 0330 010 3495 or you can email us by clicking here.