How Site Prep Contractors Get More Leads (The Simple Way)

Is your phone quieter than a job site after 5 PM?

If you’re a site prep contractor, you’re a pro at moving dirt. But making the phone ring with new jobs? That can be tough. The secret isn’t chasing down every lead you hear about. It’s building a simple “lead machine” that brings good projects right to you.

Stop Chasing Leads and Let Them Find You

You don’t need to be a computer whiz to get this done. You just need the right tools for the job.

You wouldn’t dig a foundation with a shovel, right? So why try to find big jobs with old, slow methods?

This guide shows you the simple, strong ways to make your site prep business a magnet for new projects. It’s way easier than you think. You can do this!

Build a Simple Lead Machine

The goal is to turn your business into a lead machine that works for you 24/7—even when you’re on a job or asleep. Think of it like setting up a water pump instead of carrying buckets. You set it up once, and it just keeps working.

This machine has a few simple parts that work together:

• A Good Website: This is your online shop. It shows off your great work and makes it super easy for people to call you.
• Local SEO Power: This is how you show up on Google Maps when someone searches for “land clearing near me.” It’s all about being seen in your town.
• Smart Ads: Google Ads and Facebook Ads put your business right in front of people who need you now. No more waiting for someone to give you a referral.
• 5-Star Reviews: Nothing builds trust faster than seeing proof that you do awesome work. Getting 5-star reviews helps new customers pick you before they even call.

The best part? You don’t have to be a tech expert. Each piece is easy, and you can start small. This is about making a system where leads come to you, so you can focus on what you do best—running your crew and your equipment.

We’ll show you exactly how to use your website, Google, and a few other simple tricks to keep your crew busy. For a closer look, our guide on building lead machines for contractors shows you how these systems work together to make your business grow.

Let’s fire up your lead machine!

Your Online Shop: A Website That Wins Jobs

Think of your website as your best salesperson. It works all day and all night and never calls in sick. But is it actually doing its job and getting you leads? A fancy website is useless if it doesn’t make your phone ring.

Your website has one main job: to show a visitor in five seconds that you’re the right contractor for them. It doesn’t need to be complicated. It just needs to be clear, trustworthy, and make it super simple for them to call you.

Make It Super Clear What You Do

When someone lands on your site, they need to know right away that they’re in the right place. Don’t make them guess.

Your website must have:

• Big, Awesome Photos: Show your cool equipment in action. Pictures of your dozers and excavators clearing land are way better than some random photo of a guy in a hard hat.
• Your Phone Number Everywhere: Put your phone number at the top of every single page. Make it big, and make it so people can just tap it to call you from their phone. Don’t make them search for it!
• Super Simple Forms: Your “Get a Quote” form should be short. Just ask for their name, phone number, email, and a little note about the job. That’s it. Nobody wants to fill out a long form to get a call back.

You’re a pro at site prep, and your website should show it. For more ideas made just for guys with heavy equipment, check out our guide on website design for excavators.

Get Found with Local SEO

“Local SEO” might sound fancy, but it’s simple. It just means showing up on Google when someone in your town searches for what you do. It’s the difference between being invisible online and being the first person they call.

You don’t have to beat every contractor in the whole country. You just need to win in your local area. You can do this! Most of your competitors aren’t doing this stuff, so it’s a huge chance for you to get ahead.

To make sure your website wins jobs, you need to be seen. That starts with mastering search engine optimization (SEO).

Your Google Business Profile is Your Best Friend

You know that little box that shows up on the map when you search on Google? That’s your Google Business Profile. It’s free, and it’s the best tool you have for getting local jobs. Getting this right is a must-do.

Here’s what you do, step by step:

1. Claim It: Go to Google and search for your business name. If you see a profile, claim it. If not, make a new one. Google will send you a postcard in the mail to make sure it’s really you.
2. Fill It All Out: Don’t leave any parts blank. Add your services (like land clearing, grading, digging), your service areas (list every town you work in), your hours, and lots of photos of your work.
3. Get 5-Star Reviews: This is so important. Reviews make people trust you right away. When you finish a job and the customer is happy, just ask them! Send them a link to your Google page to make it super easy. Try to get new reviews all the time.

A Google Business Profile that is all filled out and has a bunch of great 5-star reviews tells Google, “Hey, this is a real business that people trust!” Then, Google will show you to more people who need your help. It’s that simple.

You can do this yourself. A good website and a strong Google profile are the first two parts of your lead machine. It might seem like a lot, but it’s just a few simple steps. And if you need a hand, we can help you get it done.

Turn On the Leads with Smart Paid Ads

Waiting for the phone to ring is no fun. If Local SEO is your plan for getting jobs over time, paid ads are your tool for getting leads right now.

Think of it like this: SEO is like planting a tree. It’s strong and will be there for a long time, but it takes time to grow. Paid ads are like a giant, flashing neon sign you can turn on whenever you need more work.

Sites like Google and Facebook let you jump to the front of the line. Instead of waiting for customers to find you, you put your business right in front of them when they need you. And you don’t have to spend a ton of money.

Find Customers Who Are Ready to Hire

The best thing about Google Ads is that you can show your ad to people based on what they’re searching for. When someone types “land grading services” or “excavation contractor near me,” your ad can show up at the very top.

This is the best lead you can get. It’s someone with a problem who is looking for the exact solution you have. It’s like handing your business card to someone just as they say, “I need to hire an excavator.”

You can set these ads to only show up in the towns or cities you work in. That means you won’t waste money on clicks from people who are too far away. We have a guide that shows you how to get started with super-simple Google Ads that won’t cost a lot.

Find Your Best Customers on Facebook

Facebook Ads work a little differently, but they are also very powerful. Instead of showing ads based on what people search for, you show them based on who they are.

Think about your best customers. Are they:

• Home builders in certain towns?
• People who just bought land?
• Real estate developers?

With Facebook Ads, you can show your ads to people based on their job titles, what they are interested in (like construction), and where they live.

The best ads are often the simplest ones. Forget fancy videos. A 30-second clip you shoot on your phone of your dozer clearing a lot is perfect. It shows you’re a real contractor doing real work, and that builds trust and gets people to call.

You Don’t Need a Huge Budget

You don’t need to spend thousands of dollars to start with paid ads. That’s a myth. You are in total control of how much you spend.

You can start a Google Ads or Facebook Ads campaign with as little as $20 a day. Think about it—if that $20 gets you just one phone call, and that call turns into a $5,000 job, was it worth it? Of course! The goal isn’t to spend a lot of money; it’s to spend money smartly to get more work.

Once you see what’s working, you can spend a little more. This isn’t gambling; it’s making smart choices that pay off. Paid ads are a part of your lead machine that you can turn on when you need more work and turn off when you’re busy. You can do this, and we can help.

Here are some easy ad ideas for Google and Facebook.

Simple Ad Ideas for Site Prep Contractors

These are just ideas to get you started. The key is to talk directly to the person you want to work with.

Build a Simple System to Handle New Leads

Getting a phone call is just the start.

What you do after someone calls is what turns them into a paying customer. A simple follow-up plan is your secret weapon. It makes sure no lead gets lost when you’re busy on a job site.

Think about it: you wouldn’t leave a brand-new excavator out in the rain, so why would you let a hot lead get cold? Having a plan is the difference between winning the job and losing it to your competitor. This doesn’t need to be hard. In fact, simpler is better.

Your Quick Response Plan

Speed is everything. When someone fills out a form on your website, they want help now. The first contractor to call back usually gets the job.

The easiest way to win here is an automatic email reply. The second someone fills out your form, they should get an email that says something like this:

“Hey [Name], thanks for reaching out! We got your message. One of our guys will give you a call in the next hour to talk about your project. Talk soon, The [Your Company Name] Team.”

This one little step does two big things: it tells them you got their message (so they stop looking for other contractors), and it makes you look like a pro.

The Follow-Up That Actually Works

Calling someone after you send a quote can feel weird. You don’t want to be pushy, but you also can’t let a big job slip away because you were too quiet.

The key is to be helpful, not annoying.

Here’s a simple plan that works:

• The First Call: Call them within an hour of them contacting you. Yes, really. If they don’t answer, leave a friendly voicemail and send a text.
• After Sending the Quote: Send the quote, then wait a day or two. Follow up with a simple call or email and ask, “Hey, did you have any questions about the quote I sent? Just wanted to make sure it all made sense.”
• The Gentle Nudge: If you still don’t hear back, it’s okay to follow up one last time a few days later. Try saying, “Just wanted to check in one last time. We have some time opening up soon if you want to get started.”

The goal is to stay on their mind without bugging them. For a great lesson on how to do this, check out these follow-up secrets from the solar guy, which work for any contractor.

Get Referrals from Other Businesses

Some of the best leads you’ll ever get are the ones that are free. Building good relationships with other local businesses can create a referral machine that sends you great jobs all year.

Think about who works with your customers before you do:

• Home Builders
• Real Estate Agents
• Landscape Designers
• Pool Installers

This flowchart shows how a simple ad works, but the real secret is that getting the lead is just the first step.

Partnerships work because they are built on trust. When a builder you know recommends you, that lead already trusts you. This is a huge opportunity.

Building these relationships is easy. Take a local builder out for coffee. Drop off some donuts at a real estate office. Let them know what you do and that you’re looking for good partners. A little effort here can turn your local friends into your most powerful lead machine.

Know Your Numbers to See What’s Working

You don’t need to be a math expert to know if your marketing is making you money. Seriously. Forget complicated charts. This is about having a simple scoreboard for your business so you know what’s working.

Figuring this out is how you build a real lead machine. Without it, you’re just guessing and hoping for the best.

Hope isn’t a plan. Knowing your numbers is. This is how you stop wasting money and start doing more of what works.

The Only Two Numbers That Really Matter

If you only track two things, make it these. They tell you almost the whole story.

• Cost Per Lead (CPL): This just asks, “How much did it cost me to get one phone call?” If you spend $500 on Google Ads and get 10 calls, your Cost Per Lead is $50. That’s it.
• Closing Rate: This asks, “Of the quotes I sent out, how many became jobs?” If you send 10 quotes and get 3 jobs, your closing rate is 30%.

That’s it. You can track this on a notepad. Knowing these two numbers helps you make smart choices.

Making Smart Choices with Simple Math

Okay, let’s see how this works. Imagine you’re running ads on Google and Facebook.

After one month, you look at your simple scoreboard:

• Google Ads: You spent $500 and got 10 leads. Your CPL is $50. You won 4 of those jobs. That’s a 40% closing rate!
• Facebook Ads: You spent $500 and got 20 leads. Your CPL is only $25. Sounds great, right? But out of those 20 leads, you only won 1 job. That’s a tiny 5% closing rate.

What does this tell you? Even though Facebook got you cheaper leads, the Google Ads leads were way better. They turned into real, paying work. So, where should you put more money next month? The answer is easy: Google.

This isn’t rocket science. It’s just paying attention to what’s working and doing more of it. It’s how you turn a marketing cost into a money-making tool.

The Big Opportunity

Knowing your numbers is more important than ever. The site prep market is growing fast. There are tons of jobs out there for the taking—if you know how to find them.

This simple tracking system is what separates the guys who are always looking for work from the contractors who have a steady flow of good jobs. You can absolutely do this. And if you need a hand setting it all up, that’s what we’re here for. We can help you build the scoreboard so you can focus on winning the game.

A Few Common Questions We Hear

You’ve got questions, we’ve got simple answers. Getting more leads for your site prep business might feel like a big deal, but it’s easier than you think. Let’s clear up a few common questions.

How Much Should I Spend on Google Ads to Start?

You don’t need to spend a lot to see if it works. For a local site prep contractor, a great starting point is around $20-$40 per day.

Honestly, that’s enough to see what’s working in your town. The trick is to be very specific with your ads. Target something like “land clearing in [Your Town]” instead of just “excavator.” This stops you from wasting money on clicks from people who are too far away.

Once you see good jobs coming from it, you can feel good about spending a little more.

Is a Good Website Really More Important Than a Facebook Page?

Yes. 100%. Your website is way more important.

Think of it this way: your website is the store that you own. Your Facebook page is just a spot you rent. On your own website, you control everything. It’s the foundation for getting found on Google.

A Facebook page is a great tool for showing off new projects and running ads, but its main job should be to send people to your real website where they can ask for a quote.

How Do I Ask Customers for Reviews Without Being Awkward?

Just make it a normal part of finishing a job. The moment a customer tells you they love the work, that’s the perfect time. Don’t overthink it.

“I’m so glad you love how it turned out! It would mean a lot to our small business if you could share that on Google.”

Right after you say that, send them a text with a direct link to your Google review page. Happy customers almost always want to help—you just have to make it super easy for them. These 5-star reviews are like gold for your lead machine.

To learn more, you can read about proven lead generation best practices. You can also learn more in our main guide on lead generation for contractors.

Feeling like this is a lot to do? Don’t worry. You can do this, and you don’t have to do it alone.

At The Cherubini Company, we help contractors like you build simple, powerful lead machines that make the phone ring. If you’re ready to stop guessing and start growing, let’s talk.