Content marketing for drainage contractors
Content marketing for a drainage contractor comes down to a set of pages that each do one job: a french drain page, a yard drainage page, a page for a catch basin job, one page apiece for the service-area towns. We draft them, you approve every word, and we write no claims about how a drain performs.
A bid is where each page should end, so each one is built to reach a quote request and a site visit.
Pages a crew lead would hand to a homeowner
We use the term Strategic Content Assets for pages that have one reader and one next step. The reader might be a homeowner searching yard drainage contractor
, a builder who needs a drain company for a set of lots, or a landscaper looking for a crew to refer. The step after reading is a quote request, which the company may turn into a site visit.
A single county-wide drainage page has to speak to all of them at once, and it names none of them closely. That is why the plan is a page per drain type and a page per town, each worded for the person who lands on it.
The pages also feed the rest of the plan. The Maps listing and town pages point at them, and the paid campaigns have somewhere specific to send a click.
Which page does which job on the way to a trench day
| Page on the string line | The reader it is written for | Where the page should end |
|---|---|---|
| French drain landing page | A homeowner looking for a company to install one, perhaps typing french drain installation near me | A quote request for a site visit |
| Yard drainage page | A homeowner who wants a drainage crew to look over the yard and bid | A request for a bid on the whole yard |
| Downspout and gutter discharge line page | A homeowner or a landscaper dealing with the lines that already come off the roof | A request for a site visit at the house |
| Catch basin page | Someone who wants a basin installed at a low corner of the lot | A short form with the street and the town |
| Town page for a service-area town | A homeowner in that town comparing crews on the map | A phone call or quote form traced to that town |
| Builder and HOA page | A builder or a board choosing one drain company for several lots | A call about a list of lots |
Five kinds of drain pages we draft
- Drain stake
Drain-type landing pages
One page for french drains, one for yard drainage, one for downspout lines, one for catch basins. Each says what your crews install in the plain language you use on a site visit.
- Town stake
Service-area town pages
A page per town you actually drive to, naming the drain jobs your crews take there. A town off your route gets no page.
- Partners
Referral pages for builders and landscapers
A page written for the contractor who needs a drain crew on a job site and wants to know how to hand a lot over.
- One board
HOA and property manager pages
A board or a manager makes one choice for many lots, so the page covers how a list of lots is bid and who to call.
- Proof stake
Finished-run photo pages
A gallery of your own job photos with captions you approve, kept to what the photo shows and never to what the drain does.
From a stake on the string line to a page you approve
Choose the run: one drain type or one town
We pick a single stake per cycle, starting with whichever drain service or town you want more jobs from. One page at a time keeps the line straight.
Draft from your words about the site visit
We start from how you describe a visit and a bid, then write the page in short paragraphs and send it as a draft.
You walk the page like a lot
You read it the way you would walk a yard before cutting: slowly, looking for anything that is not true of your crews. Corrections come back to us and the page changes.
Publish and link the page into the plan
Once approved, the page goes live and gets linked from the Maps listing, the other pages and any campaign that should send a click to it.
Read the quote requests at month end
We look at what the page produced in calls and quote requests, say plainly if it produced nothing yet, and decide which stake is next.
What stays off each drain page we write
We write about your company, your services and your towns. We do not write about how a drain performs, what goes in a trench, what a municipality allows or what a design should look like. Those are the statements you may make about your own work, and a sentence you hand to us is placed word for word.
The same goes for numbers. We do not invent project counts, completion dates, ratings or a price for a drain job. A page can say how to ask for a bid, and the bid itself stays with you.
Some owners prefer a page to say very little, and that is a fine plan. A short, accurate french drain page that ends on a quote request is enough for the job, and a longer one is the owner's choice. The cost of content marketing is part of the Organic Growth plans, laid out on the pricing page.
Myths about drain content and trench-day work
Heard at the tailgateA blog post about drains every week keeps the crew's open days filled.
Read off the sheetA full calendar of posts is not a plan. We would rather draft one page for one drain type or one town, tie it to the quote request path and see whether it earns calls before the next stake goes in.
Heard at the tailgateWriting about do-it-yourself pipe and gravel jobs brings in trench-day work.
Read off the sheetA person researching a do-it-yourself job is on someone else's errand. Our pages are written for the homeowner who wants a company to do the work, and the ad accounts block the other kind of search.
What to hand over before the first drain page is drafted
- The drain types your crews install and the ones you refer out
- The service-area towns, written the way a homeowner in each town would name them
- How a quote request turns into a site visit and then a bid at your company
- Job photos of finished runs you have the homeowner's leave to show
- Referral partners you want named, such as a builder or a landscaper you work with
- Anything about your work you want worded exactly, written by you
Nothing about a homeowner's name or street number belongs on a page, and we will not ask for either.
Questions a drainage crew owner asks about content marketing
How many pages does content marketing for my drainage company involve?
It depends on your drain types and towns, which is why we start with that list. We add pages one stake at a time, and the count is set by what your crews actually install and where they drive, not by a quota.
Can a french drain page mention how the drain works?
Only in sentences you write. How a drain performs is your statement to make about your own work, so we leave a blank and wait for your wording. If you would rather the page say nothing on it, that is also fine.
Who owns the pages once they are on the site?
The pages describe your company and are drafted for you, and you approve each one. With a Gold or Platinum plan the pages live on a site we host, covered in how the drain service pages are built into a site.
How do these pages connect to the calls that come in?
Each page ends on a quote request or a call, and tracking tells us which page it came from where it can. The limits of that tracking are written up under lead generation for a drain crew.
Tell us which drain jobs and towns need a page first
Send a note naming the towns you drive to and the drain jobs you want more of. Prefer talking? Mark a slot on the form and the call comes from our CEO, Ross Cohen.
Which towns and which drain jobs go first?
Name the towns where a crew has an open day, then the drain work you would like to fill it with: french drains, yard drainage, downspout lines, catch basins, dry wells. Short is fine. Leave homeowner names and street numbers out.
Drive the first stake with our CEO
Mark a weekday slot on the contact form and Ross Cohen, our CEO, will call you then to walk through the towns and drain jobs you want booked more often.
The level in the picture is a drawing, not a forecast.