How to Increase Leads Through Strategic Content Marketing (Step-by-Step Guide)


Home services like plumbing, HVAC, electrical, roofing, and remodeling involve big investments for homeowners. This makes nurturing trust and credibility vital.

That's why consistent content marketing has become indispensable for home service success.

This comprehensive guide will show you how to create an integrated content strategy to attract and convert more local customers.

You'll discover:

  • Key principles for creating high-impact content
  • The most effective formats and messaging
  • Expert tips to optimize for conversions
  • Proven promotion tactics across multiple channels
  • How to accurately measure and improve results

Follow this powerful framework to fuel business growth through strategic content marketing.

Why You Need Content Marketing to Thrive in Home Services

Here are 5 compelling reasons content marketing is crucial for home service brands today:

1. Establish Trust and Credibility

Content showcases your expertise and builds know, like and trust - the crucial foundation for any home service provider.

For example, an HVAC company can publish guides on topics like "How Often To Change HVAC Filters". This positions them as a trusted AC advisor.

The more helpful content you create, the more customers will rely on your insights over competitors.

According to a study by Demand Metric, educational content like blogs and videos nurture 60% higher conversions than direct promotional content alone.

2. Attract New Prospects

Content also fuels the top of the sales funnel by attracting new website visitors through SEO and shares.

For instance, a comprehensive "New Homeowner Plumbing Checklist" can rank high for relevant keyword searches while also getting passed around on social media and email.

In fact, Content Marketing Institute found businesses that actively blog receive 126% more lead growth than non-blogging businesses.

3. Nurture Prospects Down the Funnel

Strategic content guides prospects through every stage of the customer journey.

You can move leads closer to a sale by offering:

  • Home improvement tips to nurture consideration
  • Buying guides to assist evaluation
  • ROI calculators showing value of services
  • Customer testimonials proving your results

According to Marketing Sherpa, nurtured leads make 47% larger purchases than non-nurtured leads.

4. Higher ROI Than Other Tactics

Content marketing costs 62% less than traditional outbound marketing but drives more than 3X the leads.

And unlike paid ads, content assets like blogs continue attracting organic traffic long after publication. This compounds returns over time.

No wonder 91% of B2B marketers say content marketing generates more leads than any other tactic.

5. Boosts Other Marketing Efforts

Lastly, content supercharges your overall strategy by fueling other channels.

SEO optimized blogs boost organic rankings. Social media thrives when you consistently post helpful content. Email subscribers stay engaged with regular value-added content.

Integrating content across marketing touchpoints results in the highest ROI.

Now that you know why content is indispensable for home services, let's explore how to execute an effective strategy.

8 Steps to Develop a High-Converting Content Marketing Strategy

Follow this proven 8-step framework to create an integrated content marketing plan tailored for home services lead generation:

Step 1: Define Your Target Audience and Buyer Personas

Start by identifying your ideal customer personas. Analyze details like:

  • Demographics
  • Their goals and challenges
  • How they research services
  • What motivates their decision
  • Common objections

Precision persona profiles ensure your content resonates with each audience segment.

For example, a landscaper may target 3 core personas:

First-Time Homeowners: New homeowners prioritizing lawn aesthetics who need guidance on basics.

Baby Boomers: Retirees focused on easy lawn maintenance with concerns about safety and cost.

Real Estate Investors: Investors wanting to improve curb appeal for resale value.

Get very specific on the profile, needs and interests of each persona group.

Step 2: Audit Your Current Content

Conduct an objective audit of all existing content across channels.

Analyze parameters like:

  • Content types published so far
  • Topics and pillars addressed
  • Performance metrics like views, engagement, and conversions

This allows you to identify content gaps and opportunities.

Look for top-performing pieces that warrant repurposing into new formats. Sunset any low-quality content that failed to gain traction.

Step 3: Define Distinct Content Pillars

Group your content into distinct thematic pillars focused on meeting specific user needs.

For a plumber, pillars might include:

  • DIY Plumbing Tips
  • Water Heater 101 Guides
  • Customer Success Stories
  • Eco-Friendly Product Spotlights
  • Company Culture and Values

Organizing content into aligned pillars gives strategic focus to your efforts.

Step 4: Map Content to the Customer Journey

Outline the typical customer lifecycle for your services. This may include steps like:

  • Initial research
  • Comparing providers
  • Scheduling an estimate or quote
  • Making a hiring decision
  • Ongoing maintenance

Then determine the information customers need at each stage, and create content to lead them smoothly through the journey.

Helpful content reduces friction during the evaluation process.

Step 5: Set Goals and Success Metrics

Define specific goals and KPIs to track content success. For example:

  • Increase website traffic by 30%
  • Achieve 75 new email subscribers monthly
  • Generate 25 new leads from gated content per quarter
  • Reduce cost per lead by 20%

Having quantifiable goals keeps your efforts focused on business results.

Step 6: Build an Editorial Content Calendar

Map out your content plan in detail on an editorial calendar. Include information like:

  • Target persona for each piece
  • Content format and length
  • Publishing dates and frequency
  • Promotion plans
  • Keywords (for SEO)
  • Responsible team members

A calendar maintains consistency while giving you an eagle-eye view of your content roadmap.

Step 7: Diversify Content Formats

Leverage a variety of content types - from blog posts and social media updates to videos, guides and webinars.

Different formats appeal to different learning styles. Mix up your content to engage all user segments.

According to research from Buzzsumo, the top 100 performing articles were between 1,000 - 3,000 words long with images and video.

So make in-depth educational blog posts the backbone, supplemented by shorter social and visual content.

Step 8: Promote Content Across Multiple Channels

Distribute content broadly across channels to maximize reach. Promote through:

  • Email newsletters
  • Organic and paid social media
  • Guest posting opportunities
  • Retargeting ads
  • PR outreach
  • Live events

Getting content seen is step one. Converting readers into leads is the end goal.

Now let's explore exactly how to create remarkable content that converts.

Crafting Compelling Content That Attracts, Engages and Converts

When creating content, focus on these 7 proven principles for high-impact content:

1. Optimize for Search Intent

Most people discover content through search engines like Google. So optimize content for search intent.

Conduct keyword research to identify topics and questions homeowners search for related to your services.

Organically weave these keywords into your content to boost discoverability and traffic.

For example, an electrician can create content targeting searches like "whole house surge protector installation".

Writing for SEO ensures your content ranks and gets found by the right prospects.

2. Directly Solve Customer Challenges

Your #1 aim should always be addressing your audience's biggest questions and concerns.

For instance, homeowners may wonder:

  • How often should I get my ducts cleaned?
  • What are signs I need a new water heater?
  • Is it really worth re-piping my home?

Address these directly with informative, actionable content that provides solutions.

When your content delivers tangible value, it builds authority and trust.

3. Blend Logic and Emotion

Back up logical advice and claims with statistics, data and credible sources.

But also incorporate storytelling to build an emotional connection. Share specific customer success stories, before-and-after examples, and vivid service scenarios.

This blend of facts and emotion makes your content persuasive on both a rational and personal level.

For example, when explaining the value of roof replacement, include stats on how new shingles can save up to 18% on home cooling costs. Then illustrate with a case study showing the replacement process and end results for a family.

4. Format Content for Skimmability

With short attention spans online, make your content easy to skim and absorb.

Use section headers, numbered lists, bullets, bolding and highlighting to call out key information. Break up lengthy sections into quick-read paragraphs.

Infographics, charts, mini videos and other visuals also aid skimmability for quick takeaways.

Optimizing content for skimming ensures more readers grasp your core message.

5. Include Specific Calls-to-Action

Guide readers on what you want them to do next by incorporating clear CTAs.

Some examples are:

  • Download our home maintenance checklist
  • Use our cost calculator
  • Schedule a free estimate
  • Request a quote
  • Sign up for our email newsletter

Calls-to-action provide an obvious path forward while progressing prospects to the next funnel stage.

6. Personalize Content Wherever Possible

While educational content should benefit your overall audience, look for opportunities to personalize it when relevant.

For instance, if discussing home safety tips for families, mention childproofing. When talking maintenance for seniors, address mobility concerns.

Using personalized details helps strengthen resonance and relevance for each user group.

7. Optimize for Multiple Search Environments

Recognize prospects consume content across multiple search environments - like mobile, desktop, voice search etc.

Format content effectively for each channel. For instance, succinct meta descriptions optimize content for featured snippets in SERPs.

Testing performance by channel allows you to determine the right content mix.

Now let's explore the most effective content formats to produce.

Top-Performing Content Types and Formats

While educational long-form content should anchor your efforts, you need diversity across multiple formats tailored to user preferences.

Here are some of the best-converting content formats for home services:

Long-Form, In-Depth Articles and Guides

Extensive blog posts and guides allow you to really explore a topic in detail while demonstrating expertise.

For example, an in-depth homeowners guide to selecting new windows.

Long-form content also ranks well in search engines, driving organic traffic. Look at competitors ranking for your target keywords as benchmarks.

Aim for posts ranging from 2,000 - 5,000 words optimized with images, charts, videos etc.

Short-Form Social Media Updates

While fewer people directly visit your website, countless users engage with home service brands on social media.

Share bite-sized tips, fun facts, behind-the-scenes photos/video, polls, relevant news, offers, and more through short social updates.

Frequent posting nurtures awareness and relationships.

Web Page Content

Optimize all website copy to inform and persuade visitors.

Focus pages like "About Us", "Services", "Process", "Reviews" etc. should quickly communicate your unique value proposition.

Include testimonials and clear calls-to-action onsite to progress visitors down the funnel.

Lead Magnets/Guides

Develop comprehensive guides or reports on popular topics to offer in exchange for lead gen.

For example, a roofer can create guides like:

"The Homeowner's Guide to Storm Damage Recovery"

Gate access to these "lead magnets" in exchange for contact information. Nurture leads further by sending related content.

According to Campaign Monitor, gated content generates 60% more leads than traditional blogging.

Customer Testimonials and Case Studies

Strategically crafted customer testimonials and case studies make powerful social proof assets.

Highlight specific struggles the customer faced and tangible results you achieved. For example:

"We increased the Grimes' home value by over 20% through a kitchen remodel that took just 3 weeks from start to finish".

Adding credible examples builds trust.


Reviews also provide validation during the research process.

Prompt happy customers to leave reviews on platforms like Google, Facebook and Yelp. This helps build your reputation and credibility.


FAQ pages proactively answer common questions to reduce friction during research and evaluation.

Look through call logs, emails and social conversations to identify frequent queries. Then directly address them.

Showing you understand common concerns builds confidence.

Product/Service Guides

For services involving sales like HVAC system replacements, guides help customers select optimal solutions.

Provide specs, features, pricing, add-ons, maintenance requirements and more to help homeowners make the right choice.

Guiding customers to the right fit rather than an upsell builds lasting trust.

ROI Calculators/Quote Tools

Calculators demonstrate potential cost savings from a service like insulation or replacing outdated electrical panels.

Online quote and booking tools also reduce friction for prospects closer to a purchase decision.

Both build confidence by showing you have nothing to hide.

Company News and Updates

Share company news, new launches, awards, milestones, events, and team member spotlights.

This builds engagement with existing customers and attracts media attention.

Explainer Videos

Short videos that educate and entertain are engaging across social media, landing pages, your website etc.

From 2-minute service overviews to 10-minute in-depth guides, video content builds trust through sight and sound.

With this wide range of content types and formats now at your disposal, focus on creating diverse content tailored to user needs at each stage.

Next let's explore proven ways to get your content seen across channels.

Promoting Content for Maximum Reach and Engagement

Creating remarkable content is only step one. You need an omnichannel distribution strategy to get it seen.

Here are effective tactics for amplifying content reach and engagement:

Email Newsletters

Email subscribers opt-in to receive your content directly. Send new blog notifications, nurture sequences, special content offers and more via email.

According to Campaign Monitor, email generates 38X more revenue per contact than Facebook and Twitter combined.

Organic Social Media

Share content natively on your brand profiles on networks like Facebook, Instagram, LinkedIn, Twitter, YouTube etc.

Follow best practices for engaging followers on each platform. Participate actively in groups and discussions to build connections.

Social content expands your organic reach.

Paid Social Media Advertising

In addition to organic social, use targeted paid ads to amplify high-performing content.

Geo-target social campaigns to reach homeowners right in your service areas.

Paid social allows you to scale reach at a precise cost per click/conversion.

Search Engine Optimization

Optimizing content for SEO will fuel targeted organic traffic to your site directly from search engines like Google.

Ranking high for relevant home service keywords builds qualified visibility.

Guest Posting

Reaching out to complementary industry sites and blogs to contribute posts is a proven promotional tactic that raises awareness.

Pitch relevant guest post ideas to home service media outlets, local blogs, directories etc.

In return, secure a backlink to your website to build domain authority.

Content Partnerships

Partner with other reputable local businesses to co-create comprehensive, helpful content.

For example, a roofer can team up with a window installation service to produce a home exterior guide.

Partnerships expand your reach while providing readers 360-degree value.

Retargeting Campaigns

Run retargeting ads across sites like Facebook and Google to re-engage past site visitors with relevant content.

Retargeting gives you a second chance to educate visitors who left your site the first time.

Live Events/Webinars

Host local "Lunch and Learn" events or virtual webinars to present your expertise live to an engaged audience.

Record and repurpose these events through other channels later.

Direct interaction builds relationships and trust.

PR Outreach

Earn media exposure by identifying reporters/outlets relevant to your content and pitching them concepts.

Offer yourself as an expert source for home services stories.

Securing earned media placements lends immense credibility.

Amplifying your content across channels is crucial for conversions. Promote persistently to maximize reach and engagement across your local area.

Now let's explore measuring content results.

Tracking Key Analytics to Quantify Content Marketing ROI

To continually refine your strategy, you need to actively measure content performance through key metrics and KPIs.

Here are the most insightful data points to track:

Content Engagement Analytics


  • Social media reach/shares/clicks
  • Website visits and time-on-site
  • Lead magnet downloads
  • Email clickthrough rates
  • Webinar sign-ups

High engagement signals you're creating compelling content.

Lead Generation Metrics

Such as:

  • Contact/quote form submissions
  • Calls and emails generated
  • New newsletter subscribers
  • Leads from gated content offers

Strong lead gen shows your content resonates with buyer intent.

Traffic Sources

Monitor sources driving website visitors, like:

  • Organic search
  • Referrals from social media
  • Direct links in emails
  • Referring sites

Optimize channels bringing qualified traffic.

Sales Cycle Impact

Connect content to downstream sales steps like:

  • Follow-up consultations scheduled
  • Proposals sent
  • Closed revenue attributed to content

This reveals how content nurtures prospects.

SEO Rankings

Track target keyword rankings and organic traffic from search.

Improving rank correlates with higher visibility.

Here's how to calculate content marketing ROI:

Content Marketing ROI

Crunching the numbers on content costs versus revenue generated allows you to quantify ROI.

Factor in parameters like:

  • Content creation and distribution costs (time and resources)
  • Marketing reach
  • Leads and sales directly attributed to content
  • Profit from customers acquired through content

There are a few formulas you can use:

ROI = (Revenue - Cost) / Cost

ROI = (Revenue/Cost) x 100

These formulas prove the monetary value of your content activities.

Benchmark against industry averages for content marketing ROI, which range from 200% to 700%, according to various studies.

While ROI calculations offer tangible data, also gather qualitative feedback by:

  • Monitoring social conversations
  • Checking reviews
  • Asking customers for testimonials

Sentiment reveals how your audience truly perceives your content.

By regularly tracking KPIs, you gain insights to continually refine your strategy for maximum profitability.

Now let's look at how to optimize efforts over time.

Continual Optimization - Final Tips for Improving Content

With your documented strategy in place, infuse agility into your operations through ongoing optimization.

Here are tips to maximize content success:

Test and Iterate

Continuously test content formats, offers, headlines, promotion strategies and more.

Analyze performance data to double down on what converts. Kill underperforming content.

Keep improving based on real results.

Monitor User Feedback

Check back with engaged website visitors and customers. Ask what they found most helpful or what other content they want.

Direct feedback provides insights metrics alone can't offer. Incorporate it into future content plans.

Audit Competitors

Regularly audit what content your competitors are producing and promoting.

Identify gaps where you can create content that also appeals to your audience base.

Stay On Top of Trends

Balance evergreen educational content with timely, trending topics to maximize relevance.

Monitor hashtags, headlines and industry developments for integration opportunities.

Make Content Better Over Time

Continually refine and improve content quality based on lessons learned.

Leverage user feedback and analytics to strengthen resonance and results.

More experience equals better content.

Repurpose and Refresh Existing Assets

Repackage evergreen content into new formats, offers and angles for added mileage.

Look at top historical content that can be updated with new data, trends and perspectives.

Building a content archive gives you more assets to refresh and reuse over time.

In today's digital landscape, strategic content marketing is mandatory for home service success. This guide outlined a proven framework to attract more customers and leads by consistently publishing valuable home services education and insights.

The keys are:

  • Creating content that directly addresses your audience's interests and questions
  • Promoting it broadly across channels through an integrated strategy
  • Optimizing efforts based on hard data and user feedback

By providing ongoing value through content, you become a trusted partner rather than a commodity seller.

The team at ArlaSites has extensive experience and proven success helping home service businesses grow through content marketing. We're passionate about creating high-converting content strategies tailored specifically for companies like yours.

Feel free to reach out if you need any assistance executing these techniques or analyzing your content performance. We love helping fellow home service brands maximize their marketing success and growth through strategic content creation.

Our specialized focus on the home services industry equips us with unique insights into what messaging and formats resonate best with homeowners. We stay on top of the latest trends and data to optimize content for conversions.

Don't go it alone – leverage our team’s specialized knowledge to connect with local audiences through remarkable content. Contact us today to learn more about how we can fuel your business growth through comprehensive content marketing support.

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