Contractor Marketing Glossary

A strategy where two versions of a contractor landing page, ad, or email are compared to see which produces more leads or booked appointments.

Additional details in contractor PPC ads—like phone numbers, service areas, or “Schedule Now” links—that boost visibility and click-through rates.

Using AI tools and machine learning to improve contractor website rankings. AI SEO can analyze competitor websites, suggest keywords, and optimize content faster than manual methods.

Collecting and analyzing data about website visitors, call tracking, and advertising performance to identify what generates leads for your contracting business.

A framework for assigning credit to marketing channels (SEO, PPC, email) when homeowners request quotes or schedule service, helping you measure ROI.

The percentage of visitors who leave your website after viewing only one page—often a sign of slow load speeds or a poor user experience.

How familiar homeowners are with your contracting brand in your local market.

A detailed profile of your ideal customer, including demographics, pain points, and buying behavior.

A prompt like “Request a Free Estimate” or “Book Service Today” that encourages prospects to take action.

How often users click your ads or search listings.

Publishing blogs, videos, and guides about your trade (plumbing, electrical, remodeling, HVAC, etc.) to attract organic traffic and build trust.

The percentage of website visitors who become leads or customers.

Software like ServiceTitan, Housecall Pro, FieldEdge, or Service Fusion that tracks leads, schedules jobs, and measures marketing performance.

A search experience where users ask natural-language questions (e.g., “Who installs tankless water heaters?”) and AI-powered results provide direct answers.

Postcards or flyers mailed to homeowners promoting your contracting services.

Banner ads displayed across websites to raise brand awareness or retarget prospects.

Automated email campaigns to engage leads, promote seasonal offers, and retain customers.

Interactions (likes, shares, comments) your content receives on social media.

Structuring your website content around entities (services, locations, brands) to improve relevance and visibility in AI-powered search results.

The journey homeowners take from awareness to researching, and ultimately booking your services.

Targeted ads on Facebook to drive contractor leads and retarget website visitors.

Showing ads based on a user’s location, such as your specific service area.

AI-driven search results that create summarized answers at the top of Google. Contractors need strong, authoritative content to be featured here.

Google’s advertising platform for contractors to bid on keywords like “roof repair near me.”

Your business listing on Google Maps and search results, displaying reviews, service areas, and contact information.

A platform used to automate marketing, sales tracking, and customer communications for contractors.

The number of times your ad or listing is displayed.

Attracting leads organically through helpful content and optimized search presence.

Search phrases like “emergency plumber” or “kitchen remodel contractor.”

How often keywords appear in your website content.

Google’s database of entities and relationships. Optimizing your business information increases visibility in AI-generated results.

A dedicated page designed to convert visitors into leads—like a page focused on bathroom remodeling or electrical upgrades.

Strategies to capture prospects’ contact information and turn them into customers.

Improving your contracting business’s visibility in local search and Google Maps.

AI systems (like ChatGPT) used to generate SEO-optimized content and FAQs.

Software that automates emails, social posts, and lead nurturing campaigns.

The short description under your page title in search results.

Visitors who find your website through unpaid search results.

Cold calls, mailers, or ads that proactively promote your services.

Ads where you pay each time a user clicks—like Google Ads or social media ads.

Crafting effective instructions (prompts) to guide AI tools in creating content for your business.

Announcements distributed online to improve visibility and build backlinks.

Displaying ads to people who previously visited your website but didn’t convert.

Measures the profitability of your marketing campaigns.

Special code on your website that helps search engines understand your content and display rich results (like FAQs and reviews).

Improving your website rankings to attract organic traffic.

The list of results shown for a search query.

A popular software platform for contractors that manages scheduling, dispatching, estimating, invoicing, and marketing analytics.

A small piece of code embedded in your site to track user behavior and conversions.

The homeowners or businesses most likely to need your services.

How easy and satisfying it is for visitors to use your website.

Creating videos that showcase your services, share tips, or highlight project success stories.

Preparing website content to answer spoken queries through smart speakers and voice assistants.

The service that makes your website accessible online.

When a visitor takes a desired action, like calling or submitting a form.

When Google answers questions directly on the search page, reducing the need to click through to your site.