How changing customer behavior makes online trust essential—and what contractors can do about it.
For years, referrals were the backbone of your contracting business. You did good work, people told their friends, and your phone kept ringing.
But if you’ve noticed it’s getting harder to stay fully booked relying on referrals alone, you’re not imagining it. Customer behavior has changed, and even referrals now check your online presence before calling.
Here’s why referrals aren’t enough anymore for local contractors—and practical steps to build online trust so you can keep winning the best jobs in your area.
How Homeowners Hire Contractors Today
In the past, a neighbor’s recommendation was all it took. Now, even if a friend says “Call Joe’s Roofing, they’re great,” the homeowner will:
- ✅ Google your business name
- ✅ Check your reviews on Google and Facebook
- ✅ Look at your website or social media for photos of your work
- ✅ See if you have recent activity (to confirm you’re still in business)
In fact, over 90% of consumers read online reviews before hiring a local business. A referral may get your name in the door, but your online reputation seals the deal.
Why Relying on Referrals Alone is Risky
Here’s why depending on word-of-mouth alone puts your business at risk:
- Referrals are slow: They depend on other people bringing you up in conversation, which you can’t control.
- Referrals are limited: They typically come from your existing customers’ circles, slowing your growth.
- Referrals check your online presence: If they find no website, outdated posts, or few reviews, they may call someone else.
- Referrals can dry up: Economic shifts and life changes can reduce the number of people talking about your business.
If you aren’t backing up your reputation with a strong online presence, you’re leaving money on the table and letting potential clients slip away.
Online Trust is the New Word-of-Mouth
Think of your online presence as a digital handshake that confirms your reputation. Even if someone says “call this contractor,” they want to confirm:
- ✅ You’re real
- ✅ You do quality work
- ✅ Others trust you
- ✅ You’re still active in your business
Having a Google Business Profile, fresh project photos, and recent reviews shows homeowners you’re a professional worth calling.
Practical Steps to Build Online Trust
You don’t need to be a social media influencer to build online trust. Start with these steps:
1️⃣ Claim and Optimize Your Google Business Profile
- Add your correct contact information and service areas.
- Post occasional updates like “Now booking fall gutter cleanings.”
- Respond to reviews, both good and bad, professionally.
2️⃣ Collect and Share Reviews Regularly
- Ask for a Google or Facebook review after every completed job.
- Share 5-star reviews on your social media or website.
- Use them in your sales process to build credibility.
3️⃣ Share Proof of Your Work Online
Post photos and short videos of your projects on Facebook, Instagram, or your website. Show before-and-after transformations, in-progress shots, or quick videos explaining what you’re working on that week.
4️⃣ Answer Common Questions Publicly
Post content that answers questions homeowners are already asking:
- “How often should I service my HVAC system?”
- “How do I know if my roof needs repairs?”
- “When should I aerate my lawn?”
This positions you as the local expert, building trust before customers ever call.
What Happens When You Build Online Trust
When you combine word-of-mouth referrals with a strong online presence, you get:
- ✅ More qualified calls from homeowners ready to hire
- ✅ Clients who respect your expertise and pricing
- ✅ A steady pipeline of work, even when referrals slow down
- ✅ A brand that is trusted in your local market
Online trust doesn’t replace referrals—it strengthens them and helps you grow your business predictably.
Start Small, but Start Now
If you’ve been relying solely on referrals, now is the time to start building your online authority:
- ✅ Claim your Google Business Profile and update it with fresh photos
- ✅ Commit to asking for reviews on every job
- ✅ Share one project photo or tip each week on your social media
These small steps compound over time, building a trustworthy online presence that works 24/7 to support your reputation and grow your business.
Ready to Build Your Online Trust?
You already do great work. Let’s make sure homeowners see it, trust it, and call you first.
✅ Subscribe to The Local Contractor newsletter [link] for practical marketing tips and AI tools for busy contractors.
✅ Check out The Local Contractor Membership [link] to get step-by-step guidance on building your online authority while staying focused on your business.
🏠 Whether you’re a remodeler, HVAC tech, plumber, roofer, or lawn care pro, building online trust ensures you get the calls you deserve.
Ready to take the next step? Hit subscribe, and let’s build your business together.
Rick Wedding
Rick has been immersed in the building industry since 1987, working extensively across Ohio, Indiana, Michigan, and now the broader Midwest. With a deep understanding of construction products and contractor workflows, Rick has honed his expertise over nearly four decades. In 2010, he pivoted toward the digital space—helping contractors and building professionals elevate their visibility online. By blending traditional industry insight with data-driven digital marketing strategies, Rick has empowered numerous businesses to reach new audiences and grow sustainably. Recently, he’s turned his attention to artificial intelligence for business—leveraging AI tools to streamline marketing, optimize product selection, and drive efficiency for clients in the construction and building products sector.
Get access to practical tips, content ideas, behind-the-scenes examples, building video confidence, and live Q&A sessions designed specifically for local contractors and building trade pros. "Helping Local Pros Become Local Authorities"
Get Access Now