The world has changed. Because of COVID and how that limited in-person interactions, yes, but even before that, online interactions were becoming more commonplace. Customers are more knowledegable, and businesses have more competition than ever. It’s likely that the “COVID environment” will remain an issue well into 2022—even though we have vaccines now and many businesses have reopened in the United States, COVID remains a global problem. So what can waterproofing companies do to keep themselves visible and relevant? Here are some ideas.

Continue Social Distancing

It should become a standard part of the home assessment to ask the client what their comfort level is with social distancing. When workers are in someone’s home, they should be as conscientious and considerate as possible about their hygiene and their distance to other workers and family members. Samsung is piloting technology in the form of proximity bracelets that buzz when employers come within a close distance of each other. There will likely be an increase in this kind of technology, even if the current virus is brought under control. 

Enable Touchless Service

People are working and living remotely now, and even if the virus environment does improve, that’s something that workplace trend watchers predict is not likely to change. Everyone has a different tolerance for risk, and some people will not do things in person if they don’t have to. The companies that enable touchless functionality and services will adapt and stay connected. That means enabling meetings through video calling, touchless payments, providing options for remote assistance, or touchless delivery, for instance. 

Work On Your Website

Every business needs a website, not just an online presence in the form of social media. Potential clients will look you up online. Your website should be modern and mobile friendly, with current photos and project portfolios at a minimum. Spencer Powell, author of the 2021 book “The Remodeler’s Marketing Blueprint,” says your website should be “the hub of all the information for the consumer.” Your website should include blog posts, videos, testimonials, and information about your work process—how long the work takes, current industry standards, pricing, etc. If this is too much to handle, consider hiring a writer or virtual assistant to keep your site updated for you. 

Add Services

If you’re offering basement water-proofing, begin offering crawslspace monitoring services in terms of both installation of equipment and monitoring that equipment. If you’re building pool decks, enhance your business by offering pool deck crack repair. If you’re building houses, begin learning how to build pools and offer that service at the same time. 

Take More and Better Photos

I’m the editor of not only this magazine, but six other print magazines. I can 100% guarantee you that the companies that get covered more often than others are the ones that can provide magazine-quality photos. Good photography elevates your message. You no longer need a hulk of a digital DLSR camera when everyone has a cell phone in their pocket. But the photos need to be high-resolution—in the large number megabyte (MB) range rather than the kilobyte (KB) range. Clear the background, center and focus, and remove people unless they are working (try not to photograph workers bending over, etc). 

Build Your Google My Business Page
If you’re a waterproofer with a local client base, you need this. Google My Business is a free tool that allows you to promote your business website on Google Search and Maps. A GMB page allows your free Business Profile on Google to show up when customers are searching for your business or products or services like yours on Google Search and Maps. Powell says you should be updating your GMB listing weekly via the google Posts section to include new photos, company news, special offers, and new blog posts. Get started: https://www.google.com/business

Search Engine Optimization

How do you get clients to see your website and social media pages? The key here is including targeted keywords that people search for, which also extends to image searches. One tip: When adding images to your website, rename them with relevant names—no more “9504.IMG.” If the image is a photo of a crawlspace encapsulation you did in Wichita, Kansas, in 2020, name the photo “Crawlspace_Encap_Wichita_2020.” If you’re adding it to your website, give it an alt text that describes what the image is. Alt text is what the search engine “sees,” because search engines can’t “see” pictures, they can only read text. Rather than leaving the alt text field blank, give it information that relates to the photo, like this: XYZ Waterproofing Company crawlspace encapsulation project in Wichita, Kansas, in 2020.” 

Embrace Social Media

Social media is an effective tool for any kind of home remodeling or improvement marketing. The key is doing it right. Facebook, Twitter, and Instagram are essential for reaching homeowners. Be sure that the images you post are attention-getting, informative, and professional. 

Yes, this and the above strategies take time. That’s the hardest part for most business owners. But, let’s say, you invest just 20 minutes a day in writing something, taking photos, uploading photos, or posting to your various accounts. That 20 minutes a day is less than two hours a week. Isn’t your business worth spending that amount of time on?