Digital Momentum - How Restoration Contractors Can Use Online Trends to Boost Referrals and Organic Growth

As restoration companies navigate business slowdowns, leveraging digital insights can offer a critical advantage. In a time when phone calls may dwindle and jobs slow down, understanding how people discover and engage with your business online becomes more important than ever.

Digital trends, like how much time customers spend watching short-form video, which customer segments are using social media for brand research, and understanding how Google’s AI Overview is changing search results, can help you refine your strategy, optimize content, increase organic traffic, and boost referrals without adding more to your marketing budget. Instead of waiting for the next storm to hit, now is the time to build your online presence, strengthen your reputation, and position your company for long-term growth.

Why Restoration Contractors Should Lean Into Digital Trends to Drive Referrals and Long-Term Growth

In the restoration industry, slow seasons can feel like dead ends. But they don’t have to be. The latest Digital 2025 July Global Statshot Report shows that, even as global screen time stabilizes, online search behavior, content consumption, and video engagement continue to rise. For restoration contractors, this is an opportunity, not a roadblock. Strategic digital engagement during quieter months can set the stage for strong referral pipelines, improved SEO, and better brand visibility once business picks back up.

Here’s How to Capitalize on the Trends:

Google Is Still King, but Natural Search Is Changing

Google continues to dominate as the primary gateway for web traffic. If your restoration company isn’t showing up in search, it’s not showing up at all. Use this time to refresh your Google Business Profile, audit your SEO, and publish new, service-specific content (such as blogs or FAQs) that address the real questions your customers are asking. Highlight localized content and photos with local GPS data. The report suggests Google’s AI overviews may also be reducing the amount of traffic you can generate from your educational content. The study’s analysis indicates that Google is directing hundreds of millions fewer visitors each month to third-party sites and is instead combining content from multiple sites via AI. Building compelling localized content may be the best way to combat this trend.

Optimize for Mobile – or Miss Out

More than 96% of users now access the internet via smartphones. That means your website, quote request forms, and photos of completed jobs must be mobile-friendly. Optimizing for mobile, if not pursuing “mobile first” design, is mandatory. A clunky site won’t just frustrate visitors, it can tank your search rankings.

Short Videos Still Reign

Video content continues to thrive, especially short-form videos on platforms like YouTube, Instagram, and TikTok. Use the downtime to create simple, informative videos, showing your team in action, explaining common restoration issues, or highlighting customer testimonials. These are low-lift ways to build trust and stay top of mind.

Use AI—But Use It Responsibly

The report highlights growing interest in AI-powered tools to speed up content creation and improve engagement. Tools like ChatGPT, Perplexity, and Writer can help generate blog drafts, email campaigns, or social captions faster. However, always follow your company’s AI policy, and never input confidential or client-identifying information into public AI tools. What goes in may not stay private.

Pro Tip: If you don’t yet have an internal AI policy, now is the perfect time to create one. Establish who can use AI, for what tasks, and what approval is needed before publishing AI-assisted content. Be aware that many of your employees will be subscribing to their own AI tools, so engaging your team is also critical.

Referrals Are Still Human

Despite all the automation, human connection still matters. Use this time to send thank-you messages to past clients, request Google reviews, or highlight referral incentives. Pairing digital follow-up with personal touchpoints is a proven way to boost repeat business.

The slow season is the best time to play the long game. By investing in your digital footprint now—through strategic content, AI-assisted marketing, and mobile optimization—you’re not just surviving the slump, you’re building momentum for your next big wave of growth.

Curious about where to go next and what technologies you can get RIA Member Discounts on or AI suggested by REAL restorers?

The RIA Tech Toolbox is a curated resource designed by our Tech Taskforce with input from real restoration leaders. It was curated to help restoration professionals navigate the latest technology and tools that enhance efficiency, accuracy, and productivity in the industry. This toolbox provides insights into software solutions, equipment, and digital platforms that support key areas such as project management, estimating, documentation, moisture detection, and communication. By leveraging the right technology, restoration companies can streamline operations, improve decision-making, and enhance service delivery. The RIA Tech Toolbox serves as a valuable guide for professionals looking to integrate innovative solutions into their businesses and stay ahead in an evolving industry.