How Much Does It Cost To … | A David Creation

Posted by | November 13, 2015 | Marketing Advice, Small Biz Talk | 6 Comments

Where I live in Maryland, most homeowners  have asphalt driveways, not concrete. I have one as well!  It starts out as a single driveway (for 1 car) and ends up at the garage accommodating two cars. For a while now, I have been thinking that I’d like to expand my driveway to fit more cars and make it easier to get in and out. But I had no idea what it would cost to do this sort of project. Is this a $3,000 project or a $10,000 project? Because this is not my line of work, I decided to go online to see what the World Wide Web had to say about it.  I asked Google: “What does it cost to repave a typical driveway?” 

paving contractors-blog paving contractors-blog2It wasn’t a surprise, but the first 7-10 results I found were either Google Ads or directory sites: Angie’s List, HomeAdvisor, etc. I was pretty sure those would not answer my question so I kept scrolling down. Keep in mind that I was doing this with my phone.

I finally stumbled upon this website (blog post): Willie’s Paving. Had he been local to me, this probably would have been up at the top. Take a look and read the blog post for yourself! It answered my question. In fact, if you spend a little time on the site, you will find that Willie’s Paving is a pretty helpful website that focuses on what a consumer wants to know. It helped me find the number that I should expect when I am ready to repave my driveway.

The only downside to Willie’s blog post is that he is NOT local to me. If he were, I would be calling him for an estimate when I am ready to get the job done. Chances are, I won’t be getting a second bid.  I think there are plenty of busy consumers (like me) who are the same way.  They hunt online for answers, do a little research on a company and then purchase from that company if they feel comfortable and don’t feel they will get take advantage of.

If a consumer cannot find an answer looking online or asking friends/neighbors, they will begin the process of hunting by  calling a few contractors to come out and give them bids. This is painful and not a lot of people enjoy this process. The people who do, and they are out there, are not people you and I want to work for!

Your Turn

So let me challenge you to make your marketing, especially your website, more about what the consumer really wants to know! Begin writing content that talks about the cost as well. Most of your competitors will not be doing this anytime soon. So the more you give your customers what they are looking for online, the more trust you’ll build and jobs you will sell.

Side Note: If Willie’s Paving ever reads this post, excellent job! Keep it up!

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.

6 Comments

  • Chris Haught says:

    David,
    This is a really great narrative. Imagine if more contractors would post answers rather than the standard, “We are the best” blah, blah, blah!

  • Eric Senio says:

    David I get what you’re saying but the first comment under your post says that when a company states why they are the better choice over their competitors as “blah, blah, blah” as if that is only fluff. However it can actually be helpful information too and substantiates why their price for doing any particular service is justified. Just getting to the “bottom line” often does not provide enough information for the buyer to understand what they are getting for the price. I remember getting bids for my driveway and if I simply looked at the price I would not have learned that many were different in terms of how many inches of asphalt I was getting and why! In my industry HVAC, not all contractors are the same. Over head is more than the cost of a building or trucks; training of the technicians for instance adds to the businesses costs but can make all the difference in the consumers satisfaction after the sale. With that said, a helpful & informative website will certainly give the consumer some of the answers they are looking for and probably end in the pre-satisfaction that encourages them to make the call…

  • David Chism says:

    Eric,

    I think what Chris is saying is that most contractor websites avoid talking about price and all say the same thing, “We are the best because we have great customer service, use good products and have been around for along time.” It begins to sound like “Blah blah blah” when a lot of sites say the same thing.

    When you use your website to educate a buyer, you become an authority in your line of work. It is not just about posting a price: A 20 x 60 driveway cost $XYZ. No, it is more showing videos and writing blogs about the process it takes to create a great driveway, how to save money and what it would look like if you cut out the gravel process, less prep etc. Yet having the price on your website does help a buyer feel you have nothing to hide. You are exposing yourself a bit.

    I see this all the time even in the tech industry. The software that removes the price and has you fill out a form to schedule a DEMO will always be less successful and sign up fewer users than those who have the prices posted on the site, demos, and features (before contacting sales). In other words, use the website to help draw a consumer into contacting you. Once a salesperson gets the email or call for an estimate, he should not be selling but leading a person to buy at that point. If his site and social media is done correctly, he won’t need to “sell!”

    I do agree that you do need reasons why someone should consider using you on your site, but there are clever ways of doing this using more educational content.

  • I also agree with Chris that pretty much all contractors pull the “we’re the best at what we do” and such. The only way to see if they are the best is to see the reviews from a 3rd party. This way, they won’t be biased towards the paving company. Plus, it gives you an idea of how they go about business and the experience they have. If it was me, I would check reviews and then make a decision on who to hire.

  • David Chism says:

    Some good follow up points, Andy! Thank you

  • Alex Trodder says:

    Keeping your asphalt in good condition is important for keeping your home value up. It can be especially important for small businesses to have well maintained lots so customers and employees don’t have to worry about potential damage to their cars. You make a good point to get multiple bids on any paving job and check their reputation online. This way you can get a competitive price and ensure that you will have quality work done. Thanks for the post.

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