Gated Content: Is It Right for Your Residential Contracting Business?
Gating content is a well-established but sometimes debated strategy in marketing. For residential contractors, it presents an opportunity to capture leads, nurture relationships, and drive new business. However, the wrong approach can deter potential customers from engaging with your brand.
So, should you gate some of your content? And if so, what’s the best way to do it? Let’s break it down for residential contractors looking to grow their online presence and customer base.
Why Use Gated Content?
The decision to gate content depends on your business goals and audience. Here’s why gated content might work for your contracting business:
Lead Generation: Homeowners researching home remodeling, roofing, concrete repair, or general contracting services are often in the early stages of decision-making. Gating premium content (like a “Home Renovation Planning Guide” or “Roofing Material Comparison eBook”) allows you to collect their contact information and nurture them into customers.
Filtering High-Intent Leads: Someone who fills out a form to access a detailed guide on choosing a contractor is likely more serious about hiring a professional than a casual website visitor.
Building Trust & Authority: Offering valuable content in exchange for an email address positions your company as an expert in the industry. Once a lead is in your system, you can nurture them with helpful emails, case studies, and offers tailored to their needs.
However, gating content isn’t always the best approach. If a form is too intrusive or the value of your content isn’t clear, visitors may leave without engaging. A balance between gated and open content is crucial.
What Type of Content Should You Gate?
Not all content should be gated. The key is to reserve gating for high-value, in-depth resources while keeping general website content accessible.
Good Candidates for Gating:
Ebooks & Guides (e.g., “10 Questions to Ask Before Hiring a Contractor”)
Exclusive Industry Reports (e.g., “Home Remodeling Trends for 2025”)
Checklists & Templates (e.g., “Budget Planning Checklist for Home Renovations”)
Webinars & Video Tutorials (e.g., “How to Prepare Your Home for a Major Remodel”)
Case Studies & Testimonials (e.g., “How We Transformed This Kitchen in Just 4 Weeks”)
Content That Should Be Ungated:
Blog posts
Service pages
FAQs and educational videos
Portfolio and project galleries
Testimonials and reviews
Gated content is best used to capture leads who are further down the sales funnel, while general content should drive website traffic and brand awareness.
How to Implement Gated Content for Your Business
Setting up gated content is easier than ever with today’s digital marketing tools. Here’s how to do it effectively:
1. Use Landing Pages & Forms
A well-designed landing page should clearly explain the value of your gated content. Keep the form simple—just asking for a name and email address is often enough. Platforms like HubSpot, ActiveCampaign, and WordPress offer user-friendly tools to create gated content forms.
2. Test and Optimize with A/B Testing
Not sure whether gating a particular piece of content is the right move? Check out this guide on A/B testing for content marketing. Run an A/B test. HubSpot, Klaviyo, and Salesforce allow you to compare engagement levels with gated versus ungated content to find the right balance.
3. Follow Up with Lead Nurturing
Once someone downloads your content, don’t let that lead go cold. Use an email marketing platform like HubSpot or ActiveCampaign to send automated follow-ups. Provide additional resources, invite them to schedule a consultation, or share case studies that reinforce your expertise.
4. Monitor Performance and Adjust
Track key metrics like conversion rates, bounce rates, and form completion rates to evaluate whether your gated content is delivering the desired results. If leads aren’t converting, consider adjusting your messaging, reducing form fields, or offering more compelling content.
Final Thoughts: Is Gated Content Right for You?
Gated content can be a powerful tool for residential contractors looking to generate quality leads and build authority. However, it must be executed strategically. Use gated content selectively, ensuring that what you’re offering is truly valuable to homeowners considering a project.
If done correctly, gated content can help you capture potential customers at the right moment—turning website visitors into long-term clients. Need help implementing a content strategy that works? Contact Strats & Roadmaps to create a marketing plan tailored to your contracting business.
