SEO for Painters: How Painting Contractors Can Build a Lead Machine

Search Engine Optimization

SEO For Painters: Complete Guide

To grow your painting business, you can’t rely on word of mouth or traditional marketing efforts anymore.

If you are, you’re missing out on a major chunk of the market — keeping yourself inaccessible to many prospective customers looking for your services. That’s where search engine optimization, otherwise known as local SEO, comes into the picture.

To ensure you’re getting your business in front of your target audience, we’ve put together a guide to SEO for painting contractors that will help you increase your reach, maximize your online real estate, and as a result, generate more leads and sales.

What Is Search Engine Optimization?

Search engine optimization is a method used to increase both the quality and quantity of organic traffic to your company’s website through search engines such as Google, Bing, and Yahoo.

In other words, SEO is used to get your website ranking higher on the search engine results pages (SERPs) — increasing your chances of being seen and clicked on. In order to increase the odds of having your website appear in a more prominent part of the SERP (ideally in the top three listings), there are a few things to consider.

You need to have a company website.

But having a website doesn’t mean you will automatically rank on the first page of Google, let alone in the top three listings. You need to have a well-optimized and robust website that provides a good user experience and offers prospective customers the information that they’re searching for. We’re going to walk you through how to run a successful SEO campaign and increase your website’s presence on the SERPs.

The Basics

The Three Pillars of SEO

While the idea of SEO is quite simple, there’s a lot that goes on behind the scenes to get your painting company ranking on page one of Google.

At search engine optimization’s core, you must follow these three key pillars to be favored by Google’s ranking algorithm: site structure, content, and authority. Here’s how they impact your SEO campaign:

Site Structure

The site code and structure of your website is of the utmost importance. You could have the best content in the world (more on this below!), but if search engine crawlers aren’t able to access your information or you’re providing a poor user experience, your search engine rankings are going to suffer. Ensure your website is coded optimally so it is crawlable, while also factoring in site speed, HTTPs, and mobile-friendliness.


Content is one of the most essential elements to SEO. Without well-written and optimized content, you’re diminishing your ranking opportunities. Your goal is to get the industry authority and to get in front of your target audience at the most opportune times. To do this, you need to create engaging content that is useful and provides them the answers to the services or products that they’re looking for. Along with creating authoritative content, you need to focus on technical aspects like metadata, target keywords, and page formatting.


Your goal is to be the paint company searchers find and choose to work with because you are the most credible in the business. In order to prove yourself as the leading painting company in your area, you need to enhance offsite factors. You heard me correctly — SEO isn’t only something that is practiced directly on your website. You also need to consider gaining a strong backlink profile, building high-quality online citations, and generating 5-star reviews on your Google My Business profile and any other important directories.

With these three pillars of SEO in mind, we can begin developing a plan to improve your website’s structure and content while simultaneously improving your offsite presence. Here’s how:

a mockup of a website

Step 1) Develop a Strategy

Unfortunately, you can’t just wave a magic SEO wand and land your company on the first page of Google. It’s going to take time, effort, and a sound strategy to get there — but it’s not as daunting as it may seem! When developing your SEO strategy, you need to consider:

  • Target keywords – Keywords are the primary mechanism used to leverage your website higher in the SERPs. What keywords or phrases are the most important to your business? What are people searching for on Google when they are looking for your service offerings? Consider popular phrases your customers are using that you can target to increase your company’s online presence.
  • Ideal customer – Who is your target audience? Your services aren’t going to be what everyone is looking for. But for those that are looking for painting services, you need to make sure your website provides them with everything they’re looking for. Narrow down your target audience to better target prospects.
  • Voice – As you build out content for your website, you must ensure that you are using a cohesive voice. Do you want to come off as more formal? Or are you trying to give off a laid back impression? Building a cohesive brand will improve user experience on your website, and as a result, will impress search engines.

Keywords for Painting Contractors

Replace CITY in the keywords below with your own city’s name

Keywords for Related Services

  • Painter CITY
  • Painting Service CITY
  • Painting Contractor CITY
  • Painting Company CITY
  • House Painter CITY
  • Residential Painters CITY
  • Interior Painters CITY
  • Exterior Painters CITY

Keywords for Related Services

  • Commercial Painters CITY
  • Commercial Painting Contractors CITY
  • Cabinet Painting CITY
  • Cabinet Refinishing CITY
  • Popcorn Ceiling Removal CITY
  • Wallpaper Removal CITY
  • Drywall Repairs CITY
  • Deck Staining CITY

Step 2) Analyze Your Biggest Competitors

Now that you’ve decided what keywords to target, you need to see who you’re competing with within the SERPs for those keywords. In order to improve your rankings, you’re going to need to knock someone else out of the top three listings. To do that, you need to understand what they’re doing and what SEO tactics it will take to outrank them.

Perform a competitor analysis of other leading painting companies in your market by asking yourself these questions:

  • Is their website secure?
  • Is their website mobile-friendly?
  • How long does it take for the website to load?
  • Do they have web pages built out for each of their services?
  • Are they posting high-quality content?
  • Are they engaging with customers on social media?
  • Do they have a strong backlink profile?

Examining the top competitors in your local market and determining where their website stands amongst the rest will help you create a game plan to take up more SERP real estate.

a mockup of a website

Step 3) Don’t Forget About Technical SEO

While your content plays a major part of your search engine optimization strategy, you can’t forget about the technical aspects, especially if you found that your competitors are nailing the technical side of things! Keep your website in the best shape possible by addressing the following:


Having a secure website (HTTPS vs HTTP) provides peace of mind to anyone visiting your site. Whether you take payments online or not, both customers and Google favor websites that are secure. It’s an easy way for your painting company to build trust with both new and existing customers.


You want your customers to be able to find you whenever they need you. But if they’re not at a computer and are using their phone, will they still be able to access your website? With more and more users using their mobile devices to make searches, it’s imperative that your website is mobile-friendly. If not, you’re risking the chance that mobile searchers opt to hire a competing painting company instead.

Site Speed

To be considered one of the leading websites that deserves a top listing, you need to appease Google. In their eyes, user experience is absolutely critical — which is directly linked to the speed of your website. If a user clicks through to your website from the SERP, does the website load right away or is there a delay? Make sure it loads fast because 40% of people abandon a website that takes more than 3 seconds to load. (Source: Neil Patel)

Schema Markup

Structured data, otherwise known as schema markup, is used to help search engines understand the context of the content on your website. By making it easier for crawlers to understand your products, services, and contact information, they’ll be more inclined to have you show up on the first page of Google.

Step 4) Optimize Your Content

Unless you’re starting completely from scratch, there is probably some existing content on your website that will need some tweaking now that you know a thing or two about search engine optimization. To get started, begin optimizing the following:

Title Tags

A title tag is the heading you see on SERPs for each listing. As the website owner, you have the ability to determine what the title tag should be. When searchers are scrolling through the organic listings the title tag provides them with information about what the page will be about if they click the link. But it’s not only beneficial to the searcher, the title tag is an important ranking factor for Google! When creating title tags, make sure you keep them short, relevant, and to the point.

Meta Descriptions

Beneath the title tag sits 140 characters where you can specify in more detail what the page is about. Your meta description should inform the searcher about your company, relate to their search, and include a call to action. Although you’re told not to judge a book by its cover, most people do anyway. Think of the combination of the title tag and meta description as your website’s cover. Will it make people want to open the cover and visit your website? It should!

Heading Tags

Review your existing service pages. Are they giant blocks of words or is the content broken up into multiple sections with headings? You need to incorporate headings (H1,H2,H3,H4) within the content of all your pages. Headings make it easier for users to skim your content and find exactly what they’re looking for. The most important heading to include is the H1, which is the main title of your page. There should never be more than one H1 per page, as this can confuse Google and make it more difficult for them to understand what the page is about.

Step 5) Develop New Content

Now it’s time to create some new pages! Consider this: Google ranks web pages, not websites. The more pages you have on your website, the more opportunities you have to rank (and sometimes you might have more than one page ranking for the same keyword — allowing you to dominate the search results!).

Take inventory of the services you offer and if they have a corresponding page on the website. Each of your services should have an individual page to promote it. You should have an About page that features the history of your painting company, helping to prove your authority in the industry. You can build out additional sections with frequently asked questions that you get during the sales process or create helpful guides for choosing painting colors and more. There is no limit to the amount of content you can create — just make sure it’s always high-quality, matches your brand voice, and provides helpful information to the prospective customer.

a mockup of a website
a mockup of a website

Step 6) Track Your Results & Pivot as Needed

Not everything you create is going to drive traffic. As you continue optimizing existing content and building out new webpages, keep track of how each page is performing. Using this information, you can spend your time creating more of what is driving the most traffic and leads, and spend less time on things that aren’t quite impacting your bottom line like you expected.

No campaign is going to work every time. You need to be ready to track and tweak, pivoting when needed to ensure you always have the most data-driven SEO strategy in place for your painting company.

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