Content development must be a top priority when marketing a painting business, but it can be hard to know where to start.

Here are our ideas for best content marketing best practices for painters and trades professionals in 2019 and beyond. In a nutshell, it’s all about “going local”.

Content and SEO: Localization Pages

When you think about it, your painting company does a lot of business in a lot of places. Creating localization pages means putting highly-specific local keywords in your content. That’s why you can’t have a great SEO strategy without local keywords.

Services like residential painting or industrial cleaning have to be done on-site and in-person. So most customers and clients are looking for someone near them to do business with, and their keywords will reflect that. They’re much more likely to type “industrial painter Boston” into Google than “I need an industrial painter”. And a localization page delivers exactly what they’re looking for.

  • Create a list of all the areas you serve (cities, towns, neighborhoods, etc.)
  • Create content for each page that includes:
    • Specific keywords for each area
    • A bit of unique copy for each page about the area served
    • A linked list of services you are promoting in that area
    • A contact form
    • Don’t forget to include the area name in your page title and your URL, too.

If there’s a team member who works with a lot of clients in that area, add their name to give things a personal touch (i.e. “Need epoxy flooring installed for your Seattle warehouse? Call Bill at ABC Painters today for your free quote.”).

More Strategic Places for Local Content

Local keywords should go in the rest of your pages, too. And you don’t have to reinvent the wheel here.

  • Once you’ve created localization pages, add them to your footer so customers see them no matter what page they visit.
  • It’s a good idea to add location info to your Call to Action copy and your lead capture forms so people know your service area when they’re ready to request an estimate.
  • Meta Descriptions can easily be added to every page from your Content Management System. They’re a great way for people to see, right from their Google Search Page, that a painter in their area provides the service they need.
  • Making these few simple changes will not only make content more relevant to potential painting clients near you, they give Google more to work with when ranking your web pages for Local Search.

Going Local Means Going Offline

This may not sound like a cutting-edge marketing strategy for 2019, but you can’t do all your local marketing from your website. People need tangible reminders that you’re in the neighborhood.

When used as part of a focused campaign, offline marketing techniques like door hangers, postcards, and vehicle wraps are still getting great results. Plus, your print campaigns can promote specific phone numbers or landing pages. So when you review call data or website analytics, you can see exactly how many people got your postcard, or picked up your flyer at a trade show.


Updating your marketing seems intimidating, especially with trends changing all the time. But you can get more leads for your painting business, and SearchPrimer can help you implement a customized marketing strategy to get it done, so you can focus on the relationship-building (and the painting work) that keeps your business going.


We can work with your print campaigns for more sophisticated lead tracking, create localization pages, and make sure your website is optimized for local searches. Request a complimentary site audit, and learn exactly how you can start getting more leads for your painting business today.