One thing that I find amazing is how many contractors are unaware of how much they really know. The reason people hire home improvement services, albeit a new heating system or a kitchen remodel, is because they have no idea of what the process is, how much it costs, and what goes into the implementation of the project. A contractors knowledge and expertise is one of the most important marketing tools they have. Using, what we call consumer education provides you with several important advantages over your competition.

First, offering free information is a tremendously effective way to attract potential clients into your lead funnel. Think about it. When most people are interested in making a new purchase, especially a large purchase, the first thing they are going to do, is gather information.

When spending a large amount of money, on something they are very unsure of, they will gather information, to find out cost, time and process before implementing or purchasing this service. It is very rare for someone to walk off the street, and just throw down a large amount of money in your lap, without doing any research. Before they sign a contract, before they call a contractor, before they even know what they want, before all of this, they want to gather information. In nearly every case, before a potential client will call a contractor any contractor they seek out information.

One way to exercise your expertise and catch potential clients before they contact you, when they are in the research phase, is to write articles. Writing and leveraging articles is one of the most successful strategies not only to promote your services, but also it increases the optimization of your website, which will drive more traffic.

Here are some recommendations to implement this strategy:

1. Write the article.

This may sound self-evident, but a couple of pointers:

a) Keep it short, and make the language simple, especially if you're targeting online. People don't read word for word on the Web - rather, they'll scan the screen. Complex sentences and dense copy will lose readers fast. Dont use contracting jargon, but think of the potential client (housewife, 35-55) who will be reading the article.

b) Some good examples of story ideas would be:

How Replacement Windows Save You Money.
Cheap Ways To Remodel Your Kitchen .
The Importance of A Whole House Humidifier.
There are a hundred ideas for articles that you can write on.
If you have trouble coming up with an article idea, simply think of the most common questions your clients ask you, and write an article on that.

2. Publishing your article

A) First lets think of offline publishing: Dont try sending your articles to your local trade magazines, as potential clients do not read them. Send them to magazines or newspapers that your potential clients may read. Send it to the local newspaper. Walk into your nearest home improvement retail outlet. Look at all the magazines they have, and send it directly to the editor. Since you are a professional and expert in your industry, you might as well market and promote yourself as one. Magazines and Newspapers are always looking for content, and should have no problem publishing your article, if it relates to their readership.

B) Now, lets discuss publishing your article online: One of the key goals of your website should be to showcase your expertise. Content (combined with testimonials and pictures) is the best way to achieve this.

When adding articles to your site:

a) Include a clear reprint policy. This should state whether you allow articles to be reprinted, and if so, under what terms (including your byline, copyright, notification of use, etc.)

b) If you have a large number of articles, provide an index page that divides them into appropriate subject groupings, and gives a two-line description of each.

c) Create a byline with an enticing hook to get people to visit your Website.

Once your article is on your own website, you should now submit it to other websites. You can find hundreds of websites that are always looking for content, simply type in your specialty in a search engine, and you now have thousands of potential sites that will publish your article. Writing and distributing articles to online article directories is another very good way to get your article published, and drive traffic to your website.

By writing articles and getting them published, unlike your competitors who have to seek out their prospects, your prospects will come to you automatically! Theyll find you first by reading your article, making you an expert in what they are searching. Then, if interested in pursuing their project, theyll seek you out to help them solve their project problems. (If you had a problem - medical, legal, remodeling, etc., wouldnt you want to go to the expert?).