Trades Secrets: Contractor Marketing – Details, episodes & analysis

In this reflective episode of Trades Secrets, Amanda and Devon review everything that 2025 taught us about marketing, research, agency life, and more. What worked? What didn’t work? And most importantly, why.

This is not just a look back. It’s a look forward - through the lens of curiosity, intentionality, and growth. The hosts also outline how they’re thinking about 2026: where to double down, what to release, and how to create work that aligns with your values.

Key Takeaways: 

• AI is here to stay; however, the correct implementation and guardrails are the keys to success with AI in your business
• Brand Awareness is critical - make sure all of your branding is cohesive and easy for Google to understand what you do and where you do it
• Reviews are still king and will continue to be in 2026

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• Facebook
• X
• Instagram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing, we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this mind-bending episode, Amanda and Devon dive headfirst into the weird and wild world of AI hallucinations. What does it really mean when artificial intelligence "hallucinates"? Why do these systems sometimes get facts completely wrong with absolute confidence? And what can you do to stop it?

Check out the Truth Protocol below to help your AI assistant stop hallucinating and start helping!

The Truth Protocol: (Give this to your favorite chatbot) 

1. Frame the claim. Specify the question/claim, audience, geography, and timeframe.

2. Sources & freshness (3–5). Prefer primary/official or first-party data; record title • publisher • date; prefer recent sources and note any “last major update.”

3. Reconcile & rank evidence. Resolve conflicts: primary > secondary; newer > older; consensus > outlier. Note disagreements.

4. Objectivity guard. Remove bias. If interpretation/opinion is requested, label it and tie it to cited evidence.

5. Show your work. For numbers: show calculations/assumptions. For qualitative claims: summarize the reasoning chain.

6. Cite transparently. Inline-cite every non-obvious claim (source name + date). No fabricated or AI-generated citations.

7. Uncertainty & final gate. State confidence (High/Med/Low) + known gaps. If key facts can’t be verified, say “I cannot confirm this” and don’t assert. Before posting, ask: “Are all claims verifiable, current, bias-free, and cited?” If not, revise. Add “Last checked: YYYY-MM-DD.”

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Connect with us on social media:

• Facebook
• X
• Instagram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing, we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we take a fresh look at one of the most overlooked—but most visited—pages on your website: the About Us page. Inspired by insights from Marcus Sheridan and supported by real data from their own client base, the hosts break down how to turn a stale About page into a powerful trust-building, conversion-driving asset.

You’ll learn why a “me, me, me” approach falls flat—and how to write an About page that actually addresses what your customer cares about most: their problem, and how you solve it better than the rest.

“You want to use your About Us page to talk about how you're solving a pain point. You understand their problem. And this is what makes your company unique and the way that you solve the problem.” – Episode Highlight

Episode Highlights:

• The surprising 66% increase in About Us page visits (based on real contractor data)
• What people are really looking for when they click on your About page
• How to use your About page to show you understand the client’s pain points
• The difference between bragging and building trust
• How to make your unique selling proposition crystal clear
• The importance of outcome-based language: “Here’s what you get when you choose us”

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• Facebook
• X
• Instagram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we unpack the confusing world of website hosting and maintenance—what it really means, why it matters, and how skipping it can hurt your business more than you realize. Through easy-to-understand analogies (like bad neighbors and bandwidth hogs), you’ll walk away with a clear understanding of what’s going on behind the scenes of your site—and how to keep it running smoothly, securely, and successfully.

“It’s not like get a website built and forget about it forevermore. You really do need to maintain it.” – Episode Highlight

Episode Highlights:

• The difference between hosting and maintenance, and why both matter
• What happens when your website shares server space with a “bad neighbor”
• Why regular website maintenance should be treated as a monthly business expense
• How poor server neighbors can slow down your site (and drive away customers)
• When to DIY vs. when to hire a developer (spoiler: don’t do it all yourself)
• Tips on finding reliable, local website maintenance support

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• Facebook
• X
• Instagram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we dive into a raw, real-life remodeling nightmare—and the powerful lessons it holds for both contractors and homeowners. Hear a firsthand account of a 6-week project turned 20-week disaster, and what contractors can do differently to win customer trust, communicate better, and deliver an exceptional experience. Whether you’re a solo pro or run a full crew, this episode gives you an inside look into how homeowners think—and how you can stand out by simply doing the basics better.

“Communication isn’t a fancy app—it’s telling people what’s happening and when. That’s what builds trust.” – Episode Highlight

Episode Highlights:

• The real story behind a $125K remodel gone wrong—and how it spiraled into a 5-month ordeal
• Why poor communication is the #1 killer of trust in construction projects
• The critical importance of on-site supervision and clear scheduling
• How contractors can lose trust through tone, defensiveness, and review responses
• The risks of sending “C crews” to do “A-level” work—and how that impacts your brand
• A powerful tip: Run your own contract through ChatGPT as if you were an unhappy homeowner
• How to use AI to vet subcontractors and protect your reputation

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• Facebook
• X
• Instagram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we explore how Answer Engine Optimization (AEO) is revolutionizing contractor marketing. Learn how AEO can help trade professionals optimize answers to customer questions and dominate local search rankings. We dive deep into actionable strategies to maximize local leads, leveraging AEO to position your business as the trusted authority in your market.

“If you meet customers where they are with answers to their questions, you’re doing them a service—and building trust that converts leads.” – Episode Highlight

Episode Highlights:

• What is AEO, and why is it critical for trades professionals?
• How to leverage long-tail keywords and voice search for local visibility
• Creating AEO-friendly content that answers customer questions effectively
• Practical strategies for embedding videos to boost engagement
• The importance of transparency in pricing to build customer trust
• Why unique, non-AI content is key to standing out in search results
• Real-world examples of AEO success in contractor marketing
• The difference between SEO and AEO

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• Facebook
• X
• Inst agram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we have the pleasure of talking to Carl Kwan, an expert video marketing strategist with a YouTube channel of over 121,000 subscribers. Together we talk about Video Marketers vs Videographers, Carl’s 2025 predictions, and the four videos you NEED to have for your contracting business come 2025.

“People don’t realize YouTube is the world’s 2nd largest search engine” - Carl Kwan (a quote from today’s episode)

Episode Highlights:

• Video Marketers vs Videographers
• 4 types of videos to create in 2025:
  • Business Introduction Video
  • FAQ Videos
  • Introduce Services
  • Testimonial Videos

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• Facebook
• X
• Instagram (Elevation Digital Marketing)
• Instagram (Trades Secrets)
• LinkedIn

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we go over the top 10 tips for contractor marketing to help you improve business growth and customer acquisition. We emphasize the importance of having a solid foundation in place before ramping up marketing efforts. Whether you’re a small business, a roofing contractor, or just someone interested in knowing more about effective marketing practices, this is the episode you’ve been waiting for.

Episode Highlights:

• TIP #1: Get your house in order before you do anything.
• TIP #2: Track everything (including acquisition channels)
• TIP #3: Invest in a quality website.
• TIP #4: Google Business Profile (GBP) is the most important social profile you’ll ever own. 
• TIP #5: Consider Google Local Service Ads - Test this option if available in your area. 
• TIP #6: Images and video are key to telling your brand story.
• TIP #7: Build a brand! 
• TIP #8: Don’t go cheap on website hosting. 
• TIP #9: Choose your primary service and optimize for that service. 
• TIP #10: Identify the goals of your marketing efforts. 

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• https://www.facebook.com/elevmarketing
• https://twitter.com/elevation_mktg
• https://www.instagram.com/elevationdigitalmarketing/
• https://www.instagram.com/tradessecrets/
• https://www.linkedin.com/company/elevation-marketing-company/ 

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

In this episode of Trades Secrets, we focus on critiquing and analyzing one of our client's websites. Inspired by “The Roast of Tom Brady”, we perform a detailed review of their website while also roasting some of its flaws along the way.

Throughout the episode you will hear typical mistakes made on company websites, with areas of improvement pointed out with our explanation of why you should avoid them. This episode is perfect for business owners curious as to how they can improve their website and anyone who found “The Roast of Tom Brady” funny.

Episode Highlights:

• The importance of strong headlines and clear communication of the company's services.
• There is a need for "meaty" content rather than thin content that doesn't provide value to visitors or search engines.
• The placement and effectiveness of call-to-action buttons are analyzed, with suggestions for improvement.
• Internal linking is valuable throughout the website's content.
• Insights on how to better showcase a company's unique selling points on the homepage.
• And so much more!

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• https://www.facebook.com/elevmarketing
• https://twitter.com/elevation_mktg
• https://www.instagram.com/elevationdigitalmarketing/
• https://www.instagram.com/tradessecrets/
• https://www.linkedin.com/company/elevation-marketing-company/ 

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

Welcome back contractors! In this episode, we dive into the biggest Google search algorithm leak in history, exposing thousands of APIs in a 2,500+ page document. We dissect just some of the bigger points from the leak, providing insights and actionable tips for contractors regarding search engine optimization (SEO) and website management. This is a must-watch for any contractor looking to gain insight and knowledge of the Google leak and wanting to capitalize on this valuable information!

Episode Highlights:

• The leak confirms that Google uses users' past 13 months of click behavior (called "Nav Boost") to determine search rankings for navigational queries.
• Google tracks users' entire clickstream data, including clicks from social media, emails, and other sources leading to a website.
• Toxic backlinks, especially those with spammy anchor text, can negatively impact a website's ranking.
• Every page title on a website has a site-wide ranking implication, not just for that specific page.
• The past 20 revisions or updates made to a website also factor into its overall ranking.
• Google sandboxes new websites for around 30 days, leading to an initial dip in organic traffic.
• Running paid advertising (PPC) campaigns can help improve organic rankings, as confirmed by the leak.

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here: 

• https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As 

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com 

Find out how we can help you grow your business: https://elevmarketing.com/ 

Read about the latest in the field: https://elevmarketing.com/blog/ 

Connect with us on social media:

• https://www.facebook.com/elevmarketing
• https://twitter.com/elevation_mktg
• https://www.instagram.com/elevationdigitalmarketing/
• https://www.instagram.com/tradessecrets/
• https://www.linkedin.com/company/elevation-marketing-company/ 

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your ma

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.