Care to listen instead?
- Watch the full episode of E-Coffee with Experts, where Elevation Marketing™’s Devon Hayes joins host Austin Armstrong to talk about why so many contractors fail at SEO — and how to fix it.
When your SEO results feel inconsistent or unpredictable, you’re not alone. In this episode of E-Coffee with Experts, Devon Hayes, Principal at Elevation Marketing™, breaks down the most common mistakes contractors make online — from chasing keywords to ignoring their brand’s digital footprint.
If you run a roofing, electrical, or home services company, you’ve probably felt the squeeze. More competition, more noise, and less certainty about what actually drives leads. Here’s the truth: SEO is changing fast, and the old playbook of keywords and backlinks is no longer enough. What works now is building your brand as a trusted entity, optimizing for conversions, and meeting customers where they are.
Key Takeaways
- Entity > keywords. Build brand trust, not just pages.
- Win the local pack. Reviews, GBP, and service pages aligned to categories.
- Conversion beats traffic. Clear CTAs, multiple ways to book, mobile-first layout.
- Schema matters. Use service area, review, brand, local, and FAQ to align them with GBP categories.
- Steady reviews, not spikes. Automate and pace requests.
- Local mentions > mass links. Earn relevant, contextual brand mentions.
During the conversation, Devon shared how her Navy background unexpectedly prepared her for a career in digital marketing — and how a love of data, systems, and solving tough problems turned into building one of the top marketing agencies for contractors.
From the Navy to Contractor SEO: Devon’s Story
Devon Hayes didn’t plan on marketing. She scored high on the ASVAB, got placed in communications, and on a Navy ship found herself running data systems.
From Ship Systems to Data Nerd
- Managed secure communications and maintained the ship’s LAN
- Learned to love data, systems, and solving complex problems under pressure
From self-doubt to marketing
She didn’t think college was in the cards, but she found the creative side of marketing and paired it with numbers. Skills that carried over:
- Data management
- Problem solving
- Attention to detail
Early roles in construction
Her first job out of school was as a business manager in construction, including work on a wastewater recycling facility in Petaluma, California, for Kwit. That mix of operations, finance, and data set the stage for what came next.
Launching Elevation Marketing™
Tired of long commutes and meetings that went nowhere, Devon took the leap. She married a roofer, saw the freedom of ownership, and started an agency. Her husband’s roofing company became client number one.
How the first leads came in
- Built and managed the roofing site
- Added a simple “managed by” footer credit
- Let word of mouth do the rest
Contractors in storm markets searched for roofers in Denver, saw results, checked the footer, and called. It worked because the results spoke louder than the ads.
Growth, teams, and the SOP reality
Like many agency founders, Devon wore every hat. As Elevation Marketing™ grew and shifted from 1099s to W2 hires, one thing became clear: SOPs were missing. The last year was about documenting processes, tightening quality, and automating where it made sense. Military discipline finally met agency life, with tools like ClickUp handling recurring client setup and task orchestration.
Why niching matters in saturated markets
Cannabis marketing looked hot, but it wasn’t a fit. Roofing was. Roofers were responsive, results were repeatable, and the relationships lasted. That focus expanded to other trades like electricians and landscapers, with strong carryover of tactics and strategy.
How to work with non-technical owners
Many contractors don’t want a marketing class; they want the phone to ring. But not all owners are the same.
- Coached owners know their numbers, track leads, and understand KPIs. They’re ideal partners.
- Uncoached owners often only care about “more leads” and “rank number one.” With them, you have to show progress without drowning them in jargon.
Meet people where they are. Educate when helpful. Don’t overwhelm. Some will say, “Just do it,” and that’s fine too. A lot of the most important work is invisible work.
SEO in the age of AI overviews
AI overviews on Google keep users on the search page. Even when your brand is cited, clicks can drop. That means your strategy must shift.
What actually gets results
- Getting cited in AI summaries helps with awareness, but conversions still stack up in the local three-pack.
- Bottom-of-funnel buyers look for trust. Your brand needs to be understood as an entity, not just a bundle of keywords.
The smarter “hack”: build entity authority
- Trust compounds over time
- Authority endures algorithm swings
- The brand rises naturally when the context fits the search
AI cares about context and authorship. It wants to know who you are, what you do, and where you do it.
Turn clicks into booked jobs
Traffic doesn’t pay the bills. Booked calls do. Make it easy for people to act.
Offer multiple ways to convert
- Click to call for ready buyers
- Online booking for quick scheduling
- Forms for people at work who can’t call
- Chatbot for quick answers
Avoid clutter. Too many pop-ups, tabs, and bots at once hurt conversions. Use clear CTAs, strong internal linking from blogs to service pages, and keep actions visible on mobile.
CRO varies by trade
- Roofers: people care less about galleries, more about reviews and trust signals
- Landscapers: people want visual proof, segmented galleries by project type, like hardscapes and fire pits
Test layouts. Know whether your audience is mostly mobile or desktop.
Reviews that move the local pack
Consistent reviews lift local rankings and trust. Tools like NiceJob can automate a four-touch sequence. Their data shows the first email and fourth text perform best. Pull in real-time reviews from sources like Google and Yelp, and display only 4 and 5 stars.
Keep the pace natural. Don’t upload your entire customer list and ask for reviews all at once. Sudden spikes break your typical standard deviation and can hurt trust with Google.
Schema that actually moves the needle
Schema is how you speak clearly to Google and LLMs. Plugins help, but thoughtful strategy wins.
- Use service area schema, review schema, and FAQ schema
- Align schema with your Google Business Profile categories
- Tie in Wikipedia entities when relevant
- Apply different schema types to the homepage, services, locations, FAQs, and reviews
Some plugins add 30 to 40 lines. Custom builds can run thousands of lines to fully define your entity. Any schema beats none, but smart schema makes AI overviews and citations more likely.
Brand mentions over raw link counts
Link building still matters, but brand mentions and local signals matter more. Keep your brand name consistent everywhere to avoid entity confusion. Think local first.
- Sponsor the PTA or a Little League team and get a link on their site
- Use QR codes at events to drive real local traffic
- Seek relevant industry placements like Roofing Contractor Magazine or top local lists
Quality beats quantity, and context beats raw authority.
Frequently Asked Questions About Contractor SEO
What’s the fastest way for a contractor to see SEO results?
Tighten your Google Business Profile, add service pages with city modifiers, and ask for 5 to 10 new reviews this month. Most see movement in the local pack first.
Do I still need backlinks?
Yes, but focus on local brand mentions. Sponsor local groups, join associations, and earn features on relevant industry or city sites.
How do I show up in AI Overviews?
Strengthen entity signals. Use detailed schema, consistent NAP, author/about pages, and topical depth on core services. Get cited on reputable, contextual sites.
What should be on my service pages?
Clear headline, service area, trust signals (reviews, badges), process, pricing guidance or ranges, FAQs, and a visible CTA to call or book.
How many CTAs are too many?
Offer 2 to 3 primary actions: call, book online, and form. Keep them sticky on mobile. Avoid stacking popups and chat at the same time.
How often should I ask for reviews?
After every closed job. Use a 3 to 4 touch sequence over 10 to 14 days. Keep the cadence steady month to month.
How Elevation Marketing™ Works With Contractors
From day one, we prioritize understanding your brand, from your core values to your long-term goals. Here’s how we do it: Deep Dive Intake Process: Our onboarding process goes beyond surface-level details, ensuring we fully grasp your company’s identity and aspirations.
Transparency & Integrity: No smoke and mirrors here! We provide honest insights, good, bad, or in-between, so you always know where your campaigns stand. True Collaboration: Think of us as an extension of your team. Your success is our success, and we’re committed to working side by side with you.
As Devon explained in the interview, contractor SEO in 2025 isn’t about chasing algorithms — it’s about building an identifiable brand that both people and machines trust.
Final Takeaways
SEO for contractors isn’t about tricks anymore. It’s about building a brand that machines understand and people trust. Focus on entity strength, win the local pack, make conversion simple, collect steady reviews, and use schema to say who you are.
Ready to turn your contractor SEO from guesswork to growth?
Learn more about how Elevation Marketing™ helps roofers and trades build trusted brands that rank — or catch Devon’s full conversation on E-Coffee with Experts here.
