Should more contractors trade their hardhat in for a keyboard periodically? We think so. We are pleased to announce that we will be launching a blog for Shamrock Tuckpointing, based in Alsip, Ill. I am confident the blog will increase this contractor’s web traffic dramatically. I have been monitoring the company’s website traffic since last Spring, when we launched the site. Analytics reveal that 76 percent of the visitors are finding the site through search engines, primarily through content found in the FAQ area of the site. This tells me there is a lot of potential for search traffic and a lot of questions that potential customers need answered.

More Content Equals More Visitors

The primary purpose of the Shamrock Tuckpointing blog is to direct more traffic to the site. Through blogging the company can more effectively reach both commercial building owners and homeowners who search online for answers to questions about tuckpointing, chimney repair, brick restoration and more. Shamrock Tuckpointing will be seen as an authority in brick and masonry repair. As Hubspot has shown through its research, more quality content equals more visitors. Since none of Shamrock Tuckpointing’s major competitors has a blog, I expect it to provide a real competitive edge for the company.

Content Strategy for Blogs

Don’t start a blog without a content strategy. A content strategy answers the “who” and “what” questions about a blog. Who are we trying to have a conversation with, and what will we talk about? In this case, the “who” is homeowners who are considering brick or masonry repairs or maintenance as well as commercial property owners. The “what” is common problems with brick and masonry, information on the cost of various services, and seasonable preventative maintenance tips related to brick and masonry. Sharing the blog through social media will also drive traffic to the site.

Barriers to Blogging

One of the biggest concerns for this business owner was for the blog to be turnkey. The owner has little time to devote to it. As professional writers and journalists, we understand how to work within the constraints of a busy business owner or executive. We’ll be working with Shamrock Tuckpointing over the winter during their slow season to efficiently capture the information we need to produce content through the year.

Many contractors don’t blog because their competitors aren’t.(Don’t miss: Are the Top 10 Construction Management Firms Missing the Boat on Blogging?) Instead they rely on old marketing methods that simply don’t work anymore. Meanwhile they are missing a huge opportunity to build their online presence and drive traffic to their site. If you are a contractor, take a look at what marketing methods aren’t working anymore and invest those funds into upgrading your website or blog. The Internet is where contractors need to be today, and a blog will help your company get found online.

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