Remodeling marketing for kitchen, bath and whole-home remodelers

Marketing For Construction is an independent referral service, not a marketing agency. When you send the form, your details go to an independent marketing agency that prepares any proposal and does any work for your remodeling company.

Show the work, project by project

Homeowners planning a remodel want to see what you have done in homes like theirs. A portfolio of your own projects, each with good photos and a short story, is the heart of a remodeler’s website: what the room was like, what the owners wanted, what you changed and what was tricky. Before and after pictures from the same angle make the point quickly. Ask each client for permission before you publish, and keep house numbers and faces out of the frame.

Pages for the remodels you want more of

Kitchen remodeling marketing and bathroom remodeling marketing are really the same advice applied to two rooms: give each the page it deserves. A kitchen page should explain how a kitchen project runs with your company, what the owner needs to decide and when, and show your kitchens. The same goes for baths, basements, additions and whole-home renovations. Separate pages let each one answer the search a homeowner actually types, which is what Google’s guidance on helpful, people-first content asks for. Our page on contractor website design covers the structure.

Explain your process

Much of the worry in a remodel is not knowing what happens next. A page that walks through your process, from the first visit through design, selections, the work itself and the final walk-through, answers questions before they are asked and makes your company feel organized. Be accurate: describe the steps you really follow, and do not promise timelines or prices on the page that you cannot keep for every job.

Reviews and referrals

Remodelers live on referrals, and the online version of a referral is a review. Ask every client for an honest review when the job is done, and offer nothing for it. Google’s Maps policy bans incentives in exchange for reviews and asking only satisfied customers, and the FTC’s Consumer Reviews and Testimonials Rule bans fake reviews and incentives tied to a particular sentiment. A steady record of genuine reviews, including the occasional mixed one answered calmly, reads as real.

Google Business Profile and social

Your Google Business Profile should carry your real business name, the most specific category for what you mainly do, your real address with your service areas, and your own project photos. Google says there is no way to pay for a better local ranking; a complete, accurate profile and genuine reviews are what you can control. The page on local SEO for contractors covers each field.

Social media suits remodelers because every project is a story with a before and an after. Progress photos and finished rooms make good posts. If you pay anyone to promote you, or give a discount for a post, the FTC’s endorsement guides require that connection to be disclosed clearly and conspicuously.

Stay in front of people who are still planning

Because remodels are planned for a long time, many people who find you will not be ready to talk yet. Give them a reason to remember you: useful pages on planning a kitchen or bath with your company, a gallery they can come back to, and a simple way to ask a question without committing to a visit. Search ads can bring planners back to your site when they search again, as long as each ad sends them to the matching page.

If you collect email addresses, send something worth reading, such as finished projects and plain advice, and follow the FTC’s CAN-SPAM rules: no misleading subject lines, a working opt-out honored within 10 business days, and your valid physical postal address in every message.

Choosing help

An agency that works with remodelers should talk about your portfolio, your process and the kind of projects you want, not just traffic. Ask for examples of previous work and its experience with remodeling companies, and keep your website, profile and ad accounts in your name. Read our guide to choosing a contractor marketing agency before you sign.

Questions owners ask