5 Contractor Marketing Mistakes That Are Costing You Jobs

Running a contracting business is tough enough. You’re juggling jobs, crews, materials, and customer expectations. The last thing you need is marketing headaches. But here’s the truth: small mistakes in your marketing can cost you real money, sometimes without you even realizing it.

Here are five of the most common marketing mistakes contractors make, and how to fix them.

1. Ignoring Your Google Business Profile

If you don’t show up on Google Maps, you don’t exist. Homeowners aren’t flipping through phone books anymore (unless it’s to boost their toddler’s booster seat). A well-optimized Google Business Profile with photos, reviews, and updated info is one of the fastest ways to land more jobs.

Fix it: Claim your profile, add real photos from your work, and encourage happy customers to leave reviews.

2. Only Posting “After” Photos

Sure, the finished kitchen looks amazing. But people also want to see the messy middle... the demo, the framing, the progress shots. That’s where they build trust and believe you can actually do what you say.

Fix it: Share before, during, and after. Take quick videos on the job site. It’s less about perfection, more about showing the process.

3. Forgetting That Customers Aren’t Experts

Most contractors talk shop like they’re at a trade show. Problem is, your customers don’t know a joist hanger from a Jägerbomb.

Fix it: Explain things in plain language. Teach instead of talking down. A little education goes a long way toward building trust.

4. Treating Social Media Like a Digital Billboard

Posting once a month with “Call us today!” doesn’t cut it. Social media is about connection. If all you do is sell, people will scroll right past.

Fix it: Mix in tips, FAQs, quick demos, and even a little personality. People hire people, not logos.

5. Not Having Any Video Content

Your customers want to see you. They want to know who’s going to show up at their house. A quick 30-second video of you answering a common question can build more trust than 20 polished graphics ever will.

Fix it: Start small. Record yourself on your phone answering, “What’s the #1 thing people get wrong about your trade?” Keep it short and conversational.

Final Word: Marketing Doesn’t Have to Be Complicated

You don’t need a Madison Avenue ad campaign or a viral TikTok dance (but maybe you could do just a little dance...). You just need to consistently show up where your customers are looking, and show them you’re trustworthy, skilled, and human.