Serving the Commercial Painting Market

3 Ways to Generate More Leads from Your Company Website

in Business Builders

Alpine Painting and Sandblasting Contractors of Paterson, New Jersey, is an industry leader in online marketing. We spoke with Dave Scaturro of Alpine to learn what they’re doing to generate more leads with their company website.

1.Be where customers are looking

“We’ve invested a lot of our energy into our website, because we recognize that now people are not necessarily looking in the Yellow Pages anymore to find a contractor,” Scaturro says. “They’re going on to Google and they’re putting in a key word or a series of key words in order to find a local painting contractor in their area. Somebody who can handle a unique job.”

2. Be more targeted than the average company website

Typically, painting company websites include samples of the firm’s residential and commercial projects. By getting even more specific in showcasing all the different types of work that you do, you make it easier for search engines to find your company.

Alpine Painting, for example, has posted online portfolios for 27 different commercial painting niches, from banks, hospitals and schools to swimming pools, fireproofing and epoxy floors.

See their full list here.

“We target very specific customers based on a market or on a service,” Scaturro says. For example, when a potential customer does a search for “an interior church sanctuary painting contractor in Bergen County, New Jersey, there’s a very good chance they’re going to land on my market page for churches.”

Like their other 26 specific commercial portfolios, their “places of worship” portfolio page features photos of completed projects and information about the intricacies of painting that
kind of project.

When potential customers see this thoroughness of detail, Scaturro says, “they’re going to feel confident they found a good quality contractor.”

3. Go deep

Comprehensiveness pays off in search results, Scaturro says. That’s why Alpine Painting strategically grew its site from 15 pages to over 650 pages in its five years.

“By utilizing search engine optimization, we’ve found that it is a great marketing tool for growing our business,” he says. “It’s really exceeded my expectations.”


This article was originally published in the Spring 2017 issue of the Sherwin-Williams CommercialPro newsletter. Get more business-building tips and info on products, services, discounts and project solutions on the Sherwin-Williams contractor website

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