Small Business Saturday falls on November 27 this year, and while it’s traditionally associated with retail shopping, the spirit of “support local” extends to every industry…including construction. Homeowners who choose a local San Antonio contractor over a national chain are making the same choice as someone buying from a local boutique instead of Amazon.
Your website is where that choice happens. Let’s make sure it’s persuasive.
Tell Your Local Story
Your biggest advantage over national and franchise competitors is that you’re local. You live here. You build here. You know that San Antonio soil expands and contracts with the seasons. You know which neighborhoods have foundation issues. You know the permitting process inside and out.
Your website should communicate this immediately. Not with a generic “We’re a local company” line, but with specifics:
- “Founded in San Antonio in [year], we’ve completed over [number] projects across Bexar County.”
- “From custom homes in the Dominion to kitchen remodels in Terrell Hills, we know San Antonio construction.”
- “Our crew lives in the neighborhoods we build in. We’re not just your contractor…we’re your neighbor.”
Specificity builds credibility. Vague claims don’t. For more on leveraging that local credibility online, our guide on website optimization for construction companies heading into the year-end covers additional strategies for standing out.
Add a Testimonial Video From a Real Client
Written testimonials are good. A homeowner standing in their remodeled kitchen, talking about the experience of working with your company…that’s great.
You don’t need a production crew. A smartphone, decent lighting, and a genuine client is enough. Record it vertically (for mobile), keep it under 90 seconds, and put it on your homepage. Those same video testimonials will strengthen your social media presence when spring building season arrives.
Questions to prompt your client:
- What project did we do for you?
- How was the experience working with our team?
- Would you hire us again?
One authentic video testimonial does more for trust than a page full of written quotes.
Build a “Why Local” Page
Create a dedicated page explaining why homeowners should hire a local San Antonio contractor. Cover points like:
- Accountability: You’re not going anywhere. If something needs fixing, you’re a phone call and a 20-minute drive away.
- Local knowledge: You understand San Antonio’s building codes, soil conditions, and weather patterns.
- Community investment: Every dollar spent with you stays in San Antonio’s economy.
- Reputation: Your reviews are from real San Antonio homeowners, not anonymous internet users from across the country.
This page serves double duty as content marketing and local SEO. It naturally includes keywords like “San Antonio contractor,” “local construction company,” and “hire local.” For more on building a website that generates leads through the holidays, see our year-end website optimization guide for construction companies.
Refresh Your Project Portfolio
Your portfolio should be the star of your website. If it hasn’t been updated since spring, you’re leaving money on the table.
Add your most recent projects with:
- High-quality before-and-after photos
- Project scope and timeline
- Neighborhood/area of San Antonio
- A brief client testimonial
- The approximate budget range (optional but helpful)
Organize projects by type…residential, commercial, outdoor living, remodels…so visitors can quickly find examples relevant to their needs.
Make Year-End Contact Easy
Some homeowners want to start projects before year-end for tax purposes (especially commercial clients or those using home equity loans). Make it easy to reach you:
- Add a banner to your homepage: “Year-end project consultation…schedule before December 15 for a 2021 start.”
- Ensure your contact form works on mobile
- Include your phone number in the header of every page
- Add a chat widget if you can manage real-time responses
The simpler you make it to contact you, the more contacts you’ll receive.
This Small Business Saturday, invest a few hours in your website. It’ll pay dividends long after the holiday weekend is over. Grow My Small Business builds contractor websites that generate real leads. Free resources at https://gift.growmysmallbusiness.com/.