Marketing for remodelers and general contractors in Maryland, DC and Virginia
Capital Growth Studio builds websites and runs local search marketing for remodelers and residential general contractors in Maryland, Washington DC and Virginia. The goal is project inquiries from homeowners who have already seen your work, read your reviews and checked your license, so fewer of your estimates go to price shoppers.
Your best work sells the next job.
How do homeowners choose a contractor for a big project?
A kitchen or an addition is a major purchase, so homeowners review photos of similar projects, read reviews, check the license and compare two or three firms before they call.
Reviews often lead them to your website. In BrightLocal's 2026 survey, 54% of consumers said they check a business's website after reading positive reviews, and 47% will not use a business with fewer than 20 reviews (BrightLocal, 2026). Your site needs project galleries sorted by type (kitchens, baths, additions, basements) and labeled by town, with each homeowner's permission.
Your project photos often sit on a phone or a hard drive. Publishing them is most of the work.
Do contractors have to show a license number on their website?
Maryland: yes. The Maryland Home Improvement Commission says each home improvement advertisement must contain the contractor's name and license number (Maryland Department of Labor). The Department's guidance to licensees says "advertising" includes company websites and social media, and that the MHIC number must appear on both sides of company vehicles (Maryland Department of Labor bulletin, 2021).
DC: yes, with a home improvement license. DC's home improvement regulations say a licensed home improvement contractor shall include the license number in any advertisement (16 DCMR § 807.1).
Virginia: be accurate. Virginia's Board for Contractors prohibits false or misleading contracting ads and requires your license number and class on residential contracts (18VAC50-22-260).
We put your license numbers in your site footer and Business Profile as standard.
This is general information, not legal advice. Check your situation with your attorney.
What is the difference between Local Services Ads and regular Google Ads for contractors?
Local Services Ads can appear at the top of the results and charge per lead. Google checks your license and insurance first, and that screening takes three to four weeks on average (Google). General contractors are an eligible category (Google).
Regular search ads charge per click and give you more control. You can target "kitchen remodel" or "home addition" by town, show your project photos, and exclude unwanted searches, such as "DIY" or "contractor jobs".
Both run through accounts in your company's name, so you see every lead and what it cost.
What is included?
Portfolio website
Project galleries by type and town, your license numbers, a service area map and a project inquiry form that asks for scope, timeline and address.
Google Business Profile and local SEO
Regular project photos, an accurate service area, and a business name without added keywords, which Google's guidelines do not allow.
Google Ads and Local Services Ads
Campaigns for the project types you want more of, in an account in your name.
Reviews
A review request by text or email to every client after the final walk-through, and help with your replies.
Are you a commercial trade contractor?
If you run a commercial mechanical, electrical, plumbing or fire protection firm, most of your work comes from general contractors, property managers and building owners, not from homeowner searches. See hiring systems and office automation for commercial trade contractors.
Questions from contractors
Do I need my MHIC number on my website?
Yes, if you do home improvement work in Maryland. The Maryland Home Improvement Commission requires your name and license number on home improvement advertising, and the Department of Labor's guidance says that includes company websites and social media. DC's rules also require licensed home improvement contractors to put the license number in any advertisement. Put it in your site footer and on your Business Profile.
Can I record calls that come from my ads?
In Maryland, only if everyone on the call consents, as Maryland's wiretap law requires. Call recording systems handle this with a short notice at the start of each recorded call. Virginia and DC rules differ, but one notice on every call is the simplest approach.
How many reviews does a contractor need?
More than most contractors have. In BrightLocal's 2026 survey, 47% of consumers said they will not use a business with fewer than 20 reviews, and 74% only pay attention to reviews from the last three months. Ask every client after the final walk-through.
Should I have a separate web page for every town I work in?
Only for towns where you have specific content to show, such as projects you have completed there or local permit details. Google's spam policies list substantially similar pages aimed at different cities as "doorway abuse", and such pages do not help homeowners. A few strong area pages are better than dozens of copies.
Book a free 15-minute call
Tell us which project types you want more of and the towns you work in. If we are not the right fit, we will tell you.
Book a free 15-minute call