The Shift from Traditional to Digital Marketing
Traditional advertising—print ads, billboards, and TV commercials—delivers diminishing returns. Meanwhile, Canada’s internet users have grown to 36.23 million, with a 93.8% penetration rate. 33.10 million users in 2025, spending an average of 2.05 hours daily users in 2025 spending an average of 2.05 hours daily on platforms like Google, Facebook, Instagram, and Pinterest.
On the contrary to traditional marketing, digital marketing provides a more targeted and cost-effective approach. It enables businesses to reach a wider audience, leverage analytics to track performance, and adapt quickly to market trends and customer feedback. At the same time, it also helps to increase search visibility, engage with potential clients through email marketing and retargeting, and enhance credibility with online reviews and reputation management.
One of the key areas in digital marketing that plays a crucial role in driving organic traffic is Search Engine Optimization. When it comes to the home improvement industry, SEO can help businesses rank higher on Google for keywords, like "best roofers near me" or "trusted windows & doors installers." From optimizing website content and improving page load speeds to acquiring quality backlinks, businesses can significantly increase their visibility in numerous ways by leveraging SEO.
Beyond search, there are many other digital marketing tactics that businesses can employ to grow their online presence. Social media, for one, can be very advantageous for professionals working in home improvement, as it provides a platform to increase brand awareness, enhance engagement and boost traffic and sales. For example, roofers, signs specialists, and windows & doors contractors can use Facebook and Instagram to showcase striking before-and-after images and videos, compelling potential customers to invest in their services.
For those who are looking to take one step further in improving their digital presence, cross-channel marketing is definitely the way to go. By including additional digital marketing services in their strategy, including content marketing, pay-per-click (PPC) campaigns, and email outreach, businesses can create a seamless, engaging customer journey and rake in more profit.
Source: Unsplash
The Benefits of Digital Marketing for the Home Improvement Industry
If I had a penny for every time I heard, “We get enough business through word of mouth,” I’d have a couple of thousand dollars in the bank. But in today’s digital world, word-of-mouth alone isn’t enough. Consumers rely on search engines to find local services—44% frequently search for businesses nearby, and 76% check a company’s website before visiting. A strong online presence can drive real results, with 45% of consumers more likely to visit a business if they find it online.
Investing in digital marketing is key to achieving local visibility and a positive reputation for home improvement businesses. Check out the following benefits:
1. Connect with Potential Customers at the Right Time
Digital marketing allows home improvement businesses to appear in front of potential customers exactly when they need services. With local SEO, PPC ads, and targeted social media campaigns, you can reach homeowners searching for roofers, plumbers, contractors, renovators, landscapers, siding, windows & doors specialists. By using tools like geolocation targeting and retargeting, your business stays visible to users in your service area, ensuring that your marketing dollars are spent wisely on the right audience at the right time.
2. Build Trust and Credibility
A well-maintained online presence builds credibility. Customer reviews, case studies, and testimonials showcase past work and establish trust. Encouraging satisfied clients to leave positive reviews on Google and social media enhances reputation and attracts new customers. In addition, showcasing certifications, affiliations with trusted brands, and membership in industry associations can further bolster your credibility and reassure customers of your professionalism.
3. Strengthen Brand Presence
A consistent digital marketing strategy helps increase brand awareness and keeps your business top-of-mind. By ranking for relevant keywords, maintaining an active presence on social media platforms, and making regular content updates, businesses can stay visible, engage with potential customers at various touchpoints, and attract more homeowners searching for trusted service providers.
4. Convert Website Visitors into Leads
A professional, optimized website with high-converting landing pages can turn visitors into leads. Clear calls-to-action, fast-loading pages, and engaging content ensure that potential customers take action, whether that's booking an appointment or requesting a quote. Implementing lead magnets, such as free consultations or downloadable resources, can also capture visitor information, allowing you to nurture leads and turn casual website visitors into paying customers.
By leveraging strategic online marketing, home improvement businesses can generate a steady stream of quality leads and maximize ROI. Discover how TechWyse can help drive more revenue for your business through our full-service approach here.
Common Challenges in the Home Improvement Industry and How Digital Marketing Can Help
While the home improvement industry is a very lucrative field, getting businesses on people’s radars comes with its own set of challenges. Unlike other industries, home improvement services are highly localized, seasonal, and rely heavily on trust. Understanding and overcoming these obstacles is pivotal for building a strong online presence and generating high-quality leads.
1. High Competition
Many businesses offer similar services, making it tough to stand out. Competing with local businesses and large brands requires a strong strategy.
Solutions:
- Invest in local SEO to rank higher in search results
- Use Google Ads & Local Services Ads to reach high-intent searchers
- Build a strong social media presence with engaging content and testimonials
2. Local Targeting & Geographic Limitations
Unlike e-commerce, home improvement businesses serve specific areas. Avoiding wasted ad spend on irrelevant users is key.
Solutions:
- Optimize your Google Business Profile for local searches and Google Maps visibility
- Use geo-targeted advertising on Google and Facebook
- Create localized content (e.g., city-specific blog posts) to attract the right audience
3. Seasonal Demand & Market Fluctuations
Demand for services like roofing, landscaping, and HVAC varies by season. Without a plan, businesses may struggle in off-peak months.
Solutions:
- Adjust advertising budgets to match peak and slow seasons
- Use content marketing and SEO to drive traffic year-round
- Run retargeting campaigns to stay top-of-mind for future customers
4. Building Trust & Credibility
Home improvement is a significant investment—customers need confidence in your work before hiring.
Solutions:
- Encourage customer reviews on Google, Yelp, and Facebook
- Showcase project portfolios with high-quality images and videos
- Create educational content (blog posts, FAQs, video tutorials) to establish authority
5. Keeping Up with Trends
The online landscape changes rapidly. Businesses that don’t adapt risk falling behind competitors who leverage the latest marketing trends.
Solutions:
- Work with an expert digital marketing agency; look for social proof like a Google Partner certification
- Monitor key performance metrics (Google Analytics, social insights, and dashboards)
- Invest in emerging platforms like TikTok and Instagram Reels
Source: Unsplash
Navigating the digital marketing landscape successfully can mean the difference between a business that struggles and one that thrives. When home improvement businesses overcome these challenges, they generate high-quality leads, build a recognizable, trusted brand in their local market, improve conversion rates and revenue, and future-proof their business against changing consumer habits
By taking the right digital marketing approach, home improvement businesses can position themselves as industry leaders and grow sustainably
The TechWyse Advantage for Home Improvement Businesses
TechWyse specializes in helping home improvement companies scale their digital marketing efforts with proven strategies. Our approach includes working with a dedicated account manager to track and improve your campaign performance with the following:
- Data-driven SEO strategies to rank higher in local searches
- Google Ads campaigns tailored to your specific service areas
- Social media marketing and Brand Halo to showcase your work and engage with customers
- Content marketing to educate and inform your audience and boost organic traffic
- Website optimization to convert more visitors into paying clients
With over 20 years of experience, we’ve worked with hundreds of home improvement businesses across Canada, delivering measurable results that drive growth. Browse through our portfolio to get a better understanding of the tangible results we’ve achieved for our clients.
Ready to Elevate Your Home Improvement Business?
Digital marketing isn’t just an option—it’s essential for success in today’s competitive landscape. If you’re ready to attract more customers, increase revenue, and future-proof your business, let’s talk.
To book an appointment, call 866-208-3095 or contact us here.
