A Step-By-Step Guide to Structuring a Digital Marketing Plan for Home Improvement Businesses

If you run a home improvement business – whether that’s windows, roofing, kitchens, bathrooms, landscaping, or general building – you probably know this feeling:

• Busy one month, quiet the next

• Relying on word of mouth and the odd referral

• Spending on ads or directories but not really sure what’s working

A clear digital marketing plan fixes that.

Instead of “trying a bit of everything”, you’ll have a simple, structured plan to consistently generate quality leads from the right kind of customers, in the right areas, at the right prices.

This guide walks you step-by-step through how to build that plan.

Step 1: Get Clear on Your Lead & Revenue Goals

Before you think about websites, SEO or ads, decide what you actually want from your marketing.

Ask yourself:

• How many new jobs do we want per month?

• What types of jobs do we want more of? (e.g. full conservatories, roof replacements, bifold doors, full house refits – not just “odds and sods”)

• In which areas do we want to work? (and where would we stop travelling to if we could?)

Turn this into simple, measurable goals:

• Example:

  • 20 new qualified enquiries per month

  • Focused on projects worth £3,000+

  • Within a 20-mile radius of High Wycombe

Then add timeframes:

• “Within 3 months we want to be averaging 10 qualified enquiries per month from digital channels.”

• “Within 12 months we want to be at 20+ per month.”

These numbers don’t have to be perfect. The point is to give your marketing plan direction and something to measure against.

Step 2: Define Your Ideal Customer (Not Just “Anyone With a House”)

Most home improvement businesses say, “We work with anyone.”

In reality, your best jobs tend to come from specific types of customers:

• Homeowners in certain postcodes

• Landlords with multiple properties

• Developers, architects or main contractors

• Higher-income areas where average job values are bigger

Create 2–3 simple profiles:

• Example Persona 1 – Homeowner Helen

  • Age 40–60

  • Owns a 3–4 bed house in [your core towns]

  • Wants to improve comfort, kerb appeal and resale value

  • Cares about guarantees, reviews and seeing real “before & after” work

• Example Persona 2 – Landlord Lewis

  • Owns 3–10 rental properties

  • Wants quick turnaround, reliability and clear pricing

  • Cares more about speed and safety than “designer finishes”

Write these down. Your messaging, images, offers and even your ad targeting will become sharper when you know exactly who you’re talking to.

Step 3: Audit Your Current Online Presence

You can’t build a good plan if you don’t know where you’re starting from.

Do a quick audit in four areas:

3.1 Website

• Does it clearly explain what you do, where you work and who you work with?

• Can a visitor get a quote or request a survey in one click from any page?

• Is it fast and easy to use on mobile?

• Do you show real photos, case studies and reviews – or just stock imagery?

3.2 Google Business Profile (GBP)

• Do you have a verified profile for your business?

• Are your address, phone number and opening hours correct?

• Do you appear on the map when you search “[your trade] near me” in your area?

• How many reviews do you have vs your competitors? What’s your rating?

3.3 Search Visibility

• Do you rank on Google for key phrases like:

  • “[your service] in [your town]”

  • “double glazing [your town]”

  • “kitchen fitter [your town]”

• Are there any blog posts or service pages targeting specific services and locations?

3.4 Social Media & Directories

• Which platforms are you active on? (Facebook, Instagram, TikTok, LinkedIn…)

• Do you post consistently, or is it “once every few months”?

• Are you listed on key directories (Checkatrade, Rated People, Houzz, local directories, etc.) and are those listings up-to-date?

Make notes on what’s good, what’s weak, and where the biggest gaps are. Your findings will directly feed into your plan.

Step 4: Choose Your Core Marketing Channels

You don’t need to be everywhere. You just need to be in the right places for your ideal customers.

For most home improvement businesses, a practical digital mix looks like this:

1. Your Website – the hub that everything else points to

2. Local SEO & Content – ranking on Google when people search for what you do

3. Google Ads (and potentially Local Services Ads) – for high-intent “ready to buy” searches

4. Meta Ads (Facebook/Instagram) – for demand generation and remarketing

5. Email / SMS – for follow-up, quotes and stays-in-touch campaigns

Make a simple decision for each:

• Website – keep as is, redesign, or add specific landing pages?

• SEO – commit to building out local service pages and regular helpful blog content

• Google Ads – run always-on campaigns for your most profitable services/locations

• Social Ads – run targeted campaigns around specific offers or seasonal work

• Email/SMS – set up basic follow-up for quotes, reviews and cross-sell opportunities

Write down which channels you’ll focus on in the next 90 days. Anything else is a distraction for now.

Step 5: Build (or Fix) a Lead-Generating Website

All your marketing will work harder if your website is set up to turn visitors into enquiries.

5.1 Clarify Your Message

Every key page should quickly answer:

• Who you are

• What you do

• Where you work

• Why someone should trust you

A simple hero formula:

5.2 Make Enquiring Easy

On desktop and mobile, a visitor should be able to:

• Call you in one tap

• Book a survey / quote via a simple form

• Send photos or plans (if that suits your service)

Use clear calls-to-action like:

• “Request a Free Quote”

• “Book Your Home Survey”

• “Get a Fast Callback”

5.3 Show Proof and Trust Signals

Trust is everything in home improvement.

Make sure your key pages include:

• Real before & after photos

• Case studies with short descriptions and results

• Recent Google and Facebook reviews

• Logos of trade bodies and accreditations

• Guarantees, warranties and finance options (if available)

5.4 Create Targeted Service & Location Pages

Instead of one generic “Services” page, build pages like:

• “uPVC Windows in [Town]”

• “Kitchen Installations in [Town]”

• “Flat Roof Replacements in [Town]”

These pages help you rank when someone searches for exactly what you do, where you do it – and they give your ads and social posts strong, relevant landing pages.

Step 6: Plan Your Content & Offers

Content is how people discover you and how you prove your expertise.

6.1 Decide Your Core Topics

Base these on the questions your customers ask every week. For example:

• “How much does a new roof cost in the UK?”

• “How do I know if my windows need replacing?”

• “Planning permission rules for single-storey extensions”

• “Best time of year to replace a conservatory roof”

Turn each into a blog post or guide. Aim for:

• A clear, helpful answer in plain English

• Real-world examples from your own jobs

• Photos where possible

These posts can rank on Google and be used in ads, social posts and email.

6.2 Create a Lead Magnet (Optional but Powerful)

Offer something genuinely useful in exchange for contact details, such as:

• “Homeowner’s Guide to Choosing the Right [Trade] Company”

• “Kitchen Renovation Budget Planner (Downloadable Spreadsheet)”

• “Conservatory Roof Upgrade Checklist”

You can then:

• Promote this via Facebook/Instagram ads

• Send an email/SMS follow-up sequence

• Nurture those leads until they’re ready to book

6.3 Simple Content Calendar

You don’t need to overcomplicate it. Start with:

• 1 blog post per month answering a common question

• 1 project case study per month (photos + short write-up)

• 1 email per month to your list (recent project + helpful tip + soft offer)

Write this into a calendar so it actually happens.Prioritising Business Profitability

Step 7: Set Your Budget and Targets

A marketing plan without a budget is just a wish list.

Start by working backwards:

1. Average job value (e.g. £4,000)

2. Target number of jobs per month (e.g. 10)

3. Revenue target (10 × £4,000 = £40,000 per month)

4. What % of that you’re willing to invest into marketing (commonly 5–10% for growth)

Example:

• Revenue target: £40,000 per month

• Marketing budget at 8%: £3,200 per month

Rough channel split might be:

• 40% Google Ads (£1,280)

• 30% Meta Ads (£960)

• 20% SEO/content (£640)

• 10% email tools / software / creative (£320)

You can adjust based on what you already know works, but write the numbers down. That way you can track spend vs leads vs jobs.

Step 8: Set Up Tracking and Know Your Numbers

Without tracking, you’re guessing.

At a minimum, put this in place:

• Google Analytics (GA4) – to track website traffic and behaviour

• Conversion tracking – for:

  • Contact forms

  • Phone calls (via call tracking where possible)

  • WhatsApp or messenger clicks

• Google Business Profile insights – for calls and website clicks from your GBP

• Spreadsheet or CRM – logging each lead:

  • Date

  • Source (SEO, Google Ads, Facebook, referral, etc.)

  • Type of job

  • Quoted value

  • Won / lost

Aim to know, each month:

• How many leads you got

• Where they came from

• How many turned into jobs

• Your cost per lead and cost per job by channel

Once you know those numbers, decisions become simple:

• Keep or increase what’s working

• Reduce or fix what isn’t

Step 9: Build a 90-Day Action Plan

Now you’ve got all the pieces; turn them into a simple, time-bound plan.

Break the next 90 days into weekly actions.

Example 90-Day Plan (Simplified)

Month 1

• Week 1:

  • Finalise goals and ideal customer profiles

  • Audit website, GBP and current marketing

• Week 2:

  • Fix key website issues (contact buttons, mobile checks, trust signals)

  • Update Google Business Profile (photos, description, services)

• Week 3:

  • Create / refine 2 core service pages for priority services

  • Set up GA4 and basic conversion tracking

• Week 4:

  • Launch basic Google Ads campaign for 1–2 services in 1–2 key areas

Month 2

• Week 5:

  • Write and publish 1 blog post answering a common question

  • Collect and add 5 new Google reviews

• Week 6:

  • Launch a simple Meta ad campaign (before/after + offer) to your key area

• Week 7:

  • Create and publish one detailed case study

• Week 8:

  • Review ads performance and adjust keywords/budgets

Month 3

• Week 9:

  • Plan and create a simple lead magnet or downloadable checklist

• Week 10:

  • Add it to your website and set up basic email follow-up

• Week 11:

  • Second blog post + second case study

• Week 12:

  • Full review of leads, jobs and spend across all channels

  • Decide what to double down on for the next 90 days

Keep it realistic. It’s better to do a few things consistently than to overplan and then do none of it.

Step 10: Review, Optimise and Repeat

Your digital marketing plan isn’t a one-off task you tick off and forget.

Every month, review:

• Leads per channel

• Quality of enquiries (are they the right kind of jobs?)

• Cost per lead and cost per job

• Which pages and ads are getting the most attention

• What customers are saying on the phone or in person (“I found you on…” / “I loved the photos on your website”)

Based on this, decide:

• What to stop

• What to improve

• What to scale

Then update your plan for the next month or quarter.

Over time, this ongoing review is what turns digital marketing from “random acts of advertising” into a predictable system for generating the kind of work you actually want.

Example Structure for Your Written Digital Marketing Plan

You can copy this into a Google Doc or Word and fill it out:

1. Business & Lead Goals

   • Revenue and job targets

   • Types of projects and areas you want to focus on

2. Ideal Customers

   • 2–3 simple profiles with key traits

3. Current Situation Audit

   • Website

   • Google Business Profile

   • SEO rankings

   • Social & directories

4. Channel Strategy

   • Website improvements

   • SEO & content

   • Google Ads plan

   • Social ads plan

   • Email/SMS follow-up

5. Content & Offers

   • Blog topics

   • Case studies to create

   • Lead magnet idea(s)

6. Budget & Targets

   • Monthly marketing budget

   • Target leads / jobs per channel

7. Tracking & Tools

   • What you’re using and what needs setting up

8. 90-Day Action Plan

   • Week-by-week tasks

9. Review & Optimisation Process

   • What you’ll check monthly and how you’ll adjust

FAQs: Digital Marketing Plans for Home Improvement Businesses

How much should a home improvement business spend on digital marketing?
There’s no one-size-fits-all answer, but many growing trades and home improvement firms invest 5–10% of their target revenue into marketing. If you want to grow faster, you may invest more for a period; if you’re comfortably busy, you might invest less but focus tightly on your most profitable work.

How long does it take to see results from a digital marketing plan?
Some channels (like Google Ads and Meta Ads) can start generating leads within days if set up well. SEO and content usually take longer – think in terms of months, not weeks. A sensible expectation is to see meaningful improvements within 3–6 months, with stronger, more reliable results over 12 months as your presence compounds.

Do I need to be on every social media platform?
No. It’s more effective to be consistently good on 1–2 platforms than spread thin across five. For most home improvement businesses, Facebook and Instagram are a solid starting point. Focus on high-quality project photos, short videos, and clear calls-to-action.

Can I build a digital marketing plan myself, or do I need an agency?
You absolutely can build and run a simple plan yourself – especially if you follow a structured process like the one in this guide. However, things like SEO, Google Ads and tracking can get technical and time-consuming. Many businesses choose to partner with a specialist agency so they can focus on delivering great work while someone else builds and optimises the marketing machine.

Ready to Turn This Plan into Real Leads?

You now have a clear, step-by-step framework to structure your digital marketing plan:

• Clear goals

• Defined ideal customers

• A realistic channel mix

• A simple content and offers strategy

• A 90-day action plan and review cycle

Use it to move away from “quiet weeks and feast-or-famine” towards a steady flow of the kind of jobs you actually want.

If you’d like help designing the plan, building conversion-focused landing pages, or running high-performing Google and Meta campaigns for your home improvement business