Generating leads online is essential for any home improvement company looking to grow its client base and stay competitive. With the right strategies, you can attract high-quality leads and turn them into paying customers. Below, we’ll explore some of the most effective ways to generate leads online, including search engine optimization, paid digital advertising, and other proven techniques.

Separate Service and Product Pages

A key SEO strategy to generate leads online is by creating dedicated service and product pages on your website. For example, if you offer various window types like awning and casement windows, each style should have its own page. This not only helps potential customers find exactly what they’re looking for but also improves your chances of ranking for more specific search terms. The same approach applies to roofing services—create individual pages for shingle roofing and metal roofing to capture search traffic for these specific services.

By separating your services and products on distinct pages, you make it easier for search engines like Google to understand your offerings, which will help you rank better for relevant keywords. This strategy is also useful for businesses wondering about the reasons why your website isn’t ranking as well as it could.

Create City-Specific Pages

If your home improvement company serves multiple locations, another great way to improve lead generation is by creating city-specific pages. For instance, if you provide window and roofing services in both Toronto and Ottawa, create separate pages for each city. This will enhance your search engine optimization by targeting local customers in each area, allowing you to rank higher for location-based searches like “Toronto window installation” or “Ottawa metal roofing services.”

By boosting your online presence with city-specific pages, you can capture high-intent leads that are actively searching for home improvement services in their local area.

Use Paid Ads for Immediate Results

While SEO strategies like dedicated service and product pages can take time to show results, paid digital advertising offers immediate visibility. Both Google Ads and Facebook ads are effective platforms for home improvement companies looking to generate leads quickly.

  • Google Ads allows you to target users searching for home improvement services in real time, making it a powerful tool for reaching high-intent leads.
  • Facebook ads are great for reaching a broader audience by targeting people based on demographics, interests, and behavior. These ads work well for generating awareness and driving potential customers further into your buyer purchase decision process.

A well-rounded marketing strategy should include both search engine optimization and paid digital advertising to generate consistent leads.

Content Marketing to Build Authority

One of the most effective ways to establish yourself as an authority in the home improvement industry is through content marketing. Writing blogs, how-to guides, and case studies that are informative and relevant to your audience will help you build trust with potential customers. Additionally, fresh content improves your SEO rankings, giving your website a better chance of appearing in search results.

By producing content that builds credibility, such as articles about energy-efficient windows or roofing material comparisons, you not only answer potential customer questions but also position your company as a go-to expert in the field. Over time, this can lead to more conversions and increased customer loyalty.

Leverage Third-Party Sites

Another way to generate leads is by listing your services on third-party websites that are popular in the home improvement industry. Websites like Home Reno World, Homestars (Canada), and Angie’s List (US) are widely trusted by consumers looking for reliable contractors. By having a presence on these platforms, you can reach a new audience that may not have found your website organically.

These platforms not only provide social proof by allowing clients to leave reviews and ratings but also play a key role in our strategy at Retailors Group. As a home improvement marketing agency, we have successfully generated thousands of leads each month for our windows and doors clients by integrating third-party sites into our lead generation process. These platforms help us extend our clients’ reach, build credibility, and capture high-intent leads who are actively searching for home improvement services. By combining the power of third-party sites with our digital marketing and SEO expertise, we help businesses grow their customer base efficiently and effectively.


Generating leads online for a home improvement company requires a multi-faceted approach. From separating your services and creating city-specific pages to leveraging paid digital advertising and content marketing, there are numerous ways to attract potential clients. By combining these strategies and continuously optimizing them, you can build a lead generation system that brings in consistent, high-quality leads.