Copywriting Strategies for the Home Improvement Industry


Copywriting strategies specific to the home improvement industry…

You need a rock-solid content master plan—whether you manage a construction firm or run a product-based home improvement business.

An elegant portfolio of your products, services, and finished products serves as a portion your online success, but optimized content is what lifts you above the noise in a saturated market.

Specifically, with optimized written content, you’ll trigger more lead generation, generate higher sales, and establish brand ambassadorship. (So read these copywriting strategies very carefully.)

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Our professional copywriters have created successful website content, email marketing campaigns, landing pages, brochures, lead magnets, and offline marketing materials for a wide array of clients in the home improvement industry.

From DIY products that compete with home improvement goliaths such as Lowes to full-service installation projects, our team has learned the ideal strategies after working on…

  • Kitchen, bathroom, and flooring product websites.
  • Optimized blogs on outdoor living spaces.
  • Construction and installation content.
  • Websites and newsletters for full-service house restoration and upkeep.
  • Content for architects and builders.

The list stretches on, so we won’t bore you with it. Suffice it to say, we’ve learned what works and what doesn’t for the home improvement industry.

Ready for the inside scoop on how to optimize your marketing content? Read these copywriting strategies

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Paint a picture of what it’s like to enjoy the new digs. This means not only describing the beautiful details, but also highlighting the experience. It’s not enough to write content that says “Hey, this thing looks neat.” Instead, focus on how your customers will enjoy their new addition, upgrade, room, etc.

Take a look at the following example of seasonal marketing our copywriters weaved into a blog on outdoor living spaces. Notice how the language builds an experience for the reader, and futurecasts how he or she will enjoy their outdoor oasis:

There’s nothing like a Fourth of July extravaganza hosted on your outdoor living space: hotdogs blackening on the grill, a beer or lemonade glass sweating on the table, your friends and family watching the roman candles and sparklers light up the night.

Note the sensory imagery, and how the reader can smell the barbecue, see the fireworks explode, and get thirsty thinking about cold drinks on a hot day.

This constitutes a living, breathing example. Trust us, your post-marketing content needs this element.

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Set yourself apart from Lowes and IKEA.

That’s a no-brainer, but the way to actually rise above the home improvement industry titans is not a simple answer. In creating content for smaller and mid-sized home improvement businesses, we’ve learned that the customizable factor is a must.

Whether you offer software that allows prospects to pre-design their new kitchen, bathroom, deck, etc., or you offer consultations that lead to custom blueprints, it’s paramount to let people know your products are made for them.

How do you do that? Do you simply say, “hey, this product is totally customized?”

Um, no.

To effectively highlight the customizable factor, and set yourself apart, walk your prospects through the process. Here’s an example of how you can do exactly that:

Tell us about your unique style and sensibility, and choose the designs that fit your home’s personality. From bay-end sunrooms to stand-alone pool enclosures, we will help you select a home addition that beautifies your property, adds more functionality, and gives you a gorgeous, versatile new space.

Notice how the content above reveals not only how the project is customizable, but also how there is an array of options to suit an individual’s taste. When you create content such as that, you point the spotlight directly on your reader, and he or she will feel as if you are working for them and no one else.

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Case studies that show how your business overcame obstacles to manifest a successful project.

Brochures that let people see the vast array of your products and services.

How-to guides that explain simple steps to home improvement.

Directional videos that teach prospects how to repair an issue or make something.

Those are only a few ideas, but the bottom line is this…

You need a lead magnet, a really good one that provides impactful value. When you provide a valuable piece of content that people can actually use (whether it be a whitepaper, checklist, or how-to guide), prospects gain a sense of what it’s like to work with you. And when they do, that’s when they’ll choose you to provide them with the services they need.

Speaking of really freaking good lead magnets, check out this one.

This FREE guide offers 11 Tips to Uncover Your Brand’s Story.

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