Social Media for Contractors: What to Post, Where, and How Often (Without Wasting Your Evenings)

Most contractors don't need to go viral. They need three things from social media:

1. 1Proof you're real and active. Homeowners check. A Facebook page whose last post is from 2022 raises questions.
2. 2Something easy for customers to share. A customer tagging you under their new deck is a referral with photos.
3. 3Staying in front of past customers and neighbors, so they think of you when they need work or when a friend asks.

That's a different goal from an influencer's, and it needs far less time. The best contractor social media is mostly finished jobs, posted consistently.

BrightLocal's 2026 consumer survey found people check an average of six sites when reading reviews for local businesses. Google was the top platform at 71%, Facebook was used by 34%, and 45% said they now use AI tools like ChatGPT when researching local businesses.

Google Business Profile isn't usually thought of as social media, but for local contractors it's the most valuable place to post. It's right next to your reviews, phone number and directions, at the moment someone is deciding. Our Google Business Profile checklist covers posting in detail.

1. 1Before and after. The core post. Same spot, same angle. One line on the problem, one on what you did.
2. 2The half-done shot. Half a driveway cleaned, half a wall painted. It shows the difference instantly.
3. 3Hidden work. Rotten decking during a tear-off, waterproofing before tile, new footings before the deck. The work nobody sees after.
4. 4The surprise. "Found this behind the wall. Here's how we fixed it." Shows honesty.
5. 5Short walkthrough video. 15 to 30 seconds of the finished job, filmed on your phone.
6. 6Customer review. A screenshot or a quote from a real review, with their first name (with permission) and the job photo.
7. 7Crew photo. Faces build trust. Introduce a crew member and what they do.
8. 8Tools and process. "Why we soft wash roofs instead of pressure washing them." Short, useful, shows expertise.
9. 9Seasonal tip. "Three things to check on your roof after a storm." Helpful, shareable, timely.
10. 10Neighborhood update. "Working on Oak Street this week. Two more slots open nearby." Good for route density.
11. 11Materials and options. Show two shingle colors, three deck board options, or a paint color on the wall. Helps people picture it.
12. 12Thank-you post. Thank a customer or a referral partner (with permission). Warm, and it gets shared.

Before and after:

Driveway cleaning in Winter Park. Three years of algae and tire marks, gone in one morning. We use surface cleaners for even results with no stripes. Want yours done? Link in bio / message us.

Hidden work:

This is why we always check the decking. Soft plywood under the old shingles by the chimney. We replaced three sheets before the new roof went on in Lakewood. You'd never know from the street.

Seasonal tip:

After last night's wind: from the ground, look for missing or lifted shingles, granules in the gutters, and bent flashing. Don't climb up yourself. If you spot anything, send us a photo and we'll tell you if it needs a visit.

Crew intro:

Meet Luis, our lead installer for eight years. If your deck has perfectly straight board gaps, it was probably Luis. Thanks for everything, Luis.

Change the details, keep the pattern: what, where, one specific detail, and a simple next step.

A realistic schedule for most small contractors:

The same finished job can go to all of them. You don't need different content for each platform; adjust the photo size and caption length and post it everywhere.

• Wipe the lens before every shot
• Take the before first, before anything moves
• Match the after to the before (same spot, height and zoom)
• Shoot vertical video for stories and reels, horizontal photos for your website and profile
• Keep videos short: 15 to 30 seconds. Google Business Profile videos can be up to 30 seconds
• Blur house numbers and license plates, and ask before posting interiors

Our before-and-after photo guide covers the details.

• Read each group's rules; many ban advertising
• Answer questions helpfully, even when it doesn't lead to a job
• When someone asks for your exact service, reply once with a short note and one relevant project link
• Thank customers who recommend you
• Never post fake recommendations or ask friends to pretend to be customers

That last point matters. The FTC's 2024 rule bans fake reviews and testimonials, including from people pretending to be customers.

Once you have a steady stream of posts, try a small budget to boost your best-performing before-and-after to homeowners in your service area. Keep it simple:

• Use a real local job, not stock
• Target a tight area around where you want work
• One clear call to action: "Get a quote"
• Track leads and booked jobs, not likes

Ask every new lead how they heard about you. Track:

• Messages and calls from each platform
• Website visits from social (in your analytics)
• Calls and website clicks from your Google profile
• Jobs where the customer mentions social media or a friend's share

If a platform brings nothing after three months of consistent posting, spend that time elsewhere.

1. 1Pick the best one or two jobs of the week (2 minutes)
2. 2Choose the matched before-and-after and one detail shot (3 minutes)
3. 3Write one caption: what, where, one detail, next step (5 minutes)
4. 4Post to Google Business Profile, Facebook and Instagram (5 minutes)

That's it. Do it every week and in a few months you'll have a steady feed of real local work, which is more than most of your competitors.

If you'd like finished jobs posted automatically to your Google profile, Facebook and Instagram when you publish them, DonePages does that on the Pro plan.