Marketing for deck builders used to be so simple — just do a great job, deliver excellent customer service and wait for the referrals to come rolling in. Competition wasn’t as tough in the past, and it seemed easier to make a name for yourself. There’s no need to despair, though; the internet has provided business owners unparalleled access to potential clients and endless data for market analysis.

When your marketing efforts tap into the digital sphere, you have the potential to reach a wider audience and capture a bigger portion of the local market size. Working with a digital marketing agency is the most cost-effective and effective way for businesses in the construction industry to inspire market growth.

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Why Is Decking Marketing So Important?

The growth rate of a North American decking business is often directly related to how much market research it’s conducted. If you truly understand your target demographic and local market, you can run campaigns throughout the year that attract new business and keep old customers returning. There are also hundreds of relatively new strategies such as SEO and local SEO that other companies are in the process of implementing. If you don’t stay up to date with the latest techniques and tactics, your company risks getting left behind.

With so much data online, coming up with a marketing strategy and implementing it is a full-time job for more than one person. Unless you have the spare cash to invest in a new marketing department, using an agency is the best way to ensure as many people as possible hear about your new decks and related new products.

Custom Deck Builder Google Ads Case Study

This client originally came to Lead to Conversion™ (LTC) seeking help with their digital marketing efforts after having gone through several marketing agencies who failed to produce tangible and quantifiable results, especially for Google Ads.

A thorough audit of their existing Google Ads setup revealed many issues, the most critical being poor ad group structure, lack of negative keywords, and incomplete matching options.

In the first few weeks of our engagement, LTC completely overhauled their Google Ads account to establish an Enterprise-level structure which also included retargeting and display options for consistent brand amplification. 

Once the campaign restructure was complete and the new Google Ads setup was deployed, their PPC campaign continued to improve in the ways a business owner would expect from a digital marketing partner. Our ROI focused reporting provided the client with KPI attribution stemming from our efforts.

Read the Full Case Study Here

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Website Design

Your website design is more crucial than you might realize because for many homeowners, it’ll be their first impression of your decking business. If it looks old-fashioned or features poor design, they’ll think this is a direct reflection of your brand. Not only that, but slow speeds, lack of mobile optimization and unattractive websites tend to cause visitors to bounce quickly. Making sure your website is clean, easy to navigate and attractive is the equivalent of having a well-designed storefront and shop.

Search Engine Optimization

SEO is one of the smartest ways you can harness the power of digital marketing and use it to grow your company. Put simply, it boosts your website listing’s ranking, with the aim of landing on the very first page of the search engine results pages.

There are hundreds of different techniques involved in this practice, ranging from technical coding to creative skills like writing blogs and social media marketing. Ensuring every piece of content you put online is optimized for the various search engines is a huge task and one that requires constant attention as algorithms update and evolve. Some of the key aspects of SEO include:

  • Keyword research
  • Understand user intent
  • Enhance for mobile devices
  • Increase site speed
  • Acquire backlinks
  • Use authoritative sources
  • Make the most of analytics
  • Include schema markup
  • Add H1, H2 and H3 headings
  • Meta data
  • Alt images text
  • Custom URLs and 404s

Local SEO for the Decking Market

One of the best ways to make the most out of Google is by optimizing your Google Business Profile profile. The better your listing is, the more likely it is to appear at the top of the first page of the SERPs in the local deck. This is the stack of three websites that appears underneath a map when someone nearby enters a search such as “decking company near me” or “local deck builder.” It’s so effective because you get a much better chance of landing a spot on that lucrative first page.


PPC advertising is a fast and efficient way to increase traffic to your website — or even just get your company’s name out there. You can bid on keywords in Google Ads to appear at the very top of the SERPs. If no one clicks on the ad, you’ve gotten exposure for free!

Social Media Marketing

Social media hubs such as Facebook and Instagram are excellent tools for building a brand and increasing your reach. You can interact directly with your customers and potential clients and offer service that goes above and beyond by adding a personal touch. One of the best things about these sites is the share feature.

If you design and build a particularly beautiful deck design and the proud owner shares it on social media, they’re essentially advertising your business for free. Some sites also let you use paid social media advertising so you can target the people who are most likely to use your services.

Email Marketing

There’s no better way to let your email database know about new decking products and future promotions than email marketing. With the majority of the population checking their smartphones several times each hour, it’s a great way to promote your business. Additionally, by offering well-timed tips and advice about deck maintenance and other related topics, you secure your position in your customer’s lives as a friend and ally.

Upgrade Your Decking
Marketing Strategy Today

Lead to Conversion™ is a digital marketing agency that can help your business lock in on
your target market, reach a wider audience and get more phone
calls and online queries. Call us today at 855-473-6582 to get started.

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