SEO For Home Improvement Companies

Home improvement companies are often frustrated when it comes to getting high-quality leads in need of their services. With the growing rivalry in the market, it’s even more difficult for a home improvement businesses to stand out now than it ever was before.

If you’re running a contracting or renovation business, you know that standing out from competitors and attracting the right customers can be challenging. 

Today, the best way to reach new customers is to make sure your business shows up where your customers are already looking for your services: Online. 

The best way to do this is with Search Engine Optimisation (SEO). SEO is the process of improving your website rankings on Google so that users will see your website when they type certain keywords or phrases related to your services.

In essence, your goal should be to catch your prospects when they are looking for a service provider online. To do that, you’re going to need to rank highly for relevant keywords. 

Why is SEO important for Home Improvement Companies?

Let’s say you run a roofing company in Cardiff. You would benefit greatly if you were ranking number one in Google for the keywords like “Cardiff roofing” and “Roofers in Cardiff.” If you rank above trade directories such as Checkatrade when you’re potential customers search for these keywords, you can rest assured that you will get most of the website traffic and phone calls coming from those searches.

As long as you can turn leads into customers, which we know you can, generating more leads will translate to higher profits each year.

Instead of your business intruding on people through online advertisement, SEO is an inbound marketing strategy where your potential customers are actively looking for your services, making selling to these customers that much easier.

Home Improvement SEO - Roofing Example

The Benefits of Home Improvement SEO

Optimizing your site for search engines has many benefits for your business. Here are three of the most significant.


As we mentioned above, SEO helps your site rank well in search engine results for keywords related to home improvement. The most obvious benefit to this is that it allows you to reach customers who may not have previously heard of your business, which increases brand awareness.



SEO helps you become part of your potential customers’ research process. This means that you can tell them about your services and why they should work with you over another company.

This is different from traditional advertising methods like radio and TV ads, which give you a limited amount of time to convey a broad message to your audience. When leads coming from SEO contacts you, you can be confident that they want to become your customer.



As you optimise your site and improve your online reputation, you’ll earn more from SEO. And unlike traditional advertising strategies, where your ads run on third party platforms that only run for a certain time, your SEO efforts will forever take place on your own site.

This means that once you establish and maintain high rankings, your site can continue to bring in new leads from search engines for years to come.

The Home Improvement SEO Process


Effective SEO for local home improvement contractors requires careful and dedicated attention to five key areas. Here are the five stages to improving your website rankings:

1. Keyword Research

The first step in building a home improvement SEO campaign is choosing the right keywords to rank for. You need to know which keywords and phrases your potential customers use when searching for home improvement services. These keywords must:

  • Be relevant to the services offered by your company
  • Have volume — target keywords must be what customers will search frequently
  • Be local — Home improvement is a highly local business, so keywords need a local component e.g. ‘Plumbers in Cardiff’

You must also take into account how competitive a keyword is if you were to rank for it. The less competitors are contending for a specific keyword, the better the results.

2. On-Page Optimisation

Once you’ve established which keywords to target, it’s time to optimise each of your pages for a specific keyword. A simple way to make on-page optimisations on your web-page is to include the target keyword in the URL, the title, and headings, and the body copy.

If you’re using images on the page you’re trying to rank, you can optimise these images for your target keyword in the form of Alt-Text (alternative text), which is basically a description of your image. Google cannot understand what your image is about unless you include your target keyword in the Alt-Text box of your image.

On-Page Optimisation is important because it helps search engines understand the topic of your site’s pages and rank it in the results for relevant searches.

3. Off-Page Optimisation

A far less controllable process, Off-Page SEO is all to do with how other websites and online entities cite, reference, and interact with your website. Google then sees whether these sites complement your On-Page optimisation, or whether they act to contradict it. 

Search engines want to give their users reliable information, and the best way for them to determine your site’s credibility is to examine the links pointing to it. The more links you have from reputable sites, the higher you’ll rank in search results.

Examples of Off-Page ranking factors include:

  • Number, quality and relevance of backlinks to your site, including anchor text (wording of the individual links)
  • Google reviews
  • Social media interactions with your accounts
  • Consistency of your exact contact details across the internet (e.g. Name, Address, Phone Number)

4. Progress Monitoring

As you’re optimising, you need to track if what you’re doing is having the desired and predicted impact on your rankings. Therefore, monitoring your position on Google for your target keywords is essential. There are many keyword tracking programs (some with free trials).

Most of these programs are easy to use. Just plug in your website URL, choose the keywords you want to track, and you’re away. 


5. Evidence Based Refinement

As soon as you get enough feedback from monitoring the results, the SEO process for your home improvement business comes full circle. You assess if what you did or are doing is having the desired impact on the rankings, and then go back to keyword analysis before tweaking your On-Page and Off-Page processes again. 

As you can see, the SEO process is a cycle, with the wins becoming more and more incremental the more time you go around the loop. 

Want to learn more about how SEO can help your home improvement business?


As a home improvement contractor or company, you know the value of hard work and patience to get the job done right. These same attributes are necessary for an effective home improvement SEO campaign.

If you’re ready to start attracting more customers to your home improvement business, SEO is the best way to increase your online visibility. And if you’d like assistance with your strategy, SolarSEO can help.

We’ll get to know your home improvement business inside and out, then use that knowledge to create an SEO strategy tailored to your needs and goals. 

Find out how we can create an effective SEO strategy for your website. Call us at 07734 382198 or contact us online today for a free website audit.

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