The Homeowner’s Journey: How People Really Choose a Contractor in 2025

Understanding how your customers think and search is the secret source to successful home improvement digital marketing. Homeowners don’t wake up one morning and immediately decide to spend £15,000 on a kitchen renovation. It’s a journey that can take weeks or even months, and they search for different things at each stage.

1. The Awareness Stage: “I Have a Problem”

This is where it all begins. Maybe the kitchen feels cramped, the bathroom looks dated, or the loft could be better utilised. At this stage, customers are doing research and gathering inspiration. They’re searching for things like:

• “small kitchen design ideas”
• “bathroom renovation inspiration”
• “loft conversion before and after photos”
• “modern home improvement trends YEAR”

Create inspiring content that captures their imagination. Blog posts about design trends, Pinterest-worthy photo galleries, and helpful guides work brilliantly here. You’re not selling yet, you’re establishing yourself as the knowledgeable expert who understands good design.

2. The Consideration Stage: “What Are My Options?”

Now they’re getting serious. They’ve decided they want to do something, and they’re researching costs, timelines, and different approaches. Their searches become more specific:

• “kitchen renovation cost calculator UK”
• “loft conversion vs house extension pros and cons”
• “how long does a bathroom remodel take”
• “best bathroom fitters near me reviews”

This is where detailed service pages, comparison guides, and customer testimonials shine. They want to understand what working with you would be like, so case studies and FAQ sections are pure gold.

3. The Decision Stage: “I’m Ready to Hire Someone”

The research is done, and they’re ready to take action. These searches have high commercial intent:

• “Book kitchen renovation consultation LOCATION”
• “bathroom fitters LOCATION quotes”
• “emergency plumber near me”
• “Get a loft conversion quote today”

Make it ridiculously easy for them to contact you. Clear calls-to-action, simple contact forms, and prominent phone numbers are essential. This is where your website’s conversion optimisation really pays off.

The Power of Remarketing

Here’s a pro tip that most businesses miss: someone who visits your “kitchen renovation costs” page today might not be ready to book for another three months. Set up remarketing campaigns to stay top-of-mind throughout their entire journey. When they’re finally ready to hire someone, guess whose name they’ll remember?

Mapping your marketing to each stage means you’ll always be in front of your customers when they’re ready to act. Combine inspiration, trust signals, and easy contact options to win more work. For a full breakdown, see our complete Home Improvement Marketing Guide or book a free consultation with Loop Digital and find out how we can boost your home improvement marketing.