Website Copy For Small Painting Business Question

Answer the questions your potential customers will have in mind when they visit.

Come up with a list of potential questions and answer them.

When it comes to content marketing it's always best to be original. Readers will definitely appreciate a site that looks refreshing and doesn't follow an old pattern.
However, you must also consider your target audience - would they like a bolder approach? Put these two in the balance and create your own unique path in IM.

> don't talk about service. Talk about showing up on time, prepared.

> don't talk about competitive rates. Talk about customer satisfaction -- testimonials.

> don't do a long form sales letter. That's not the right medium for that marketplace. Have before & after pictures, testimonials, social proof.


But you know what...the only way to know what YOUR results are is to TEST.

Rotate landing pages. Test long form vs snippets. Find out what works for your situation. That's how you do IM.

You don't have to do what everyone else is doing. Be unique.

Set you own trend. Do not copy what everyone is doing.

Create your own style.

First I think it is important to make sure you use location in your SEO and articles Like serving Cincinnati for 20 years or maybe a more specific area of the city you live in as that will target more searches in your direction, and as Jason said talk about timely work.

Show pictures of finished works and maybe mention different paints and how quality products are better and why. Talk about prep work and how they will never see any paint on anything they don't want paint on.

Maybe even mention the low odor paints available or easy clean up paints if the customer has kids. They don't have to be long articles and I am sure if you think about what you do it may become easy to figure out more articles to put on your site.

You could even mention because of the climate in your area how certain paints seem to last longer, although you wouldn't want to say anything that isn't true and it would depend on whether you are paint the outside or inside of the house. Hope this sparks some ideas for articles.

Jason has you on the right path.

Terms like "service" and "quality" are so overused that they become meaningless, much like the adult voices in a Peanuts cartoon.

I'd start with a review site like Yelp or HomeAdvisor, and read a bunch of reviews. Throw out the glowing, but non-specific, reviews. Those were likely placed by an agency or the business itself.

Look for the little specifics people mention, and use those. For example, last time I had my AC serviced, the tech slipped little paper booties over his shoes before coming inside the house. Helped keep the carpets clean. Unlike the businesses where people complained about leaving dirty footprints.

Lots of complaints about workers showing up late? Tell them you show up on time.

Collect testimonials that speak to these. If you find such testimonials disguised as reviews of your business, quote them and link to them (pop them up in a shadowbox or popup window).

Don't follow others. Follow direct response - but understand that the sales letter doesn't have to be long, for the sake of being long. Provide as much information needed to close the sale, and to put the customer at ease.

If you were buying a used buy relatively good car, would you want the dealer guy to open up the hood and say, "yup, look...it's all good buddy!"... or...

... would you want the dealer guy with a Carfax report, maintenance schedule, and everything else you will ever need to know about the car and its condition before you buy it?

Anyway, do direct response. Also... how much are your competitors making from their advertising?

Some ideas for content for a painting company's website could be stuff like how to choose a colour, the pros of re-painting (relatively inexpensive home reno or re-purposing a bedroom,etc), past projects of all kinds (interior, exterior, business, residential) to show the customer the type of experience the company has...

Agree 100% with Jasons points.

Also wanted to emphasise the word 'test'!

We may come up with what seem to be great copies or ideas but they may perform terrible with your particular demographic. The only solution is to split test multiple copies and keep battling the winner with more copies.

Good luck!