Why Authority Matters More Than Ever

If you run an excavation or septic company, you already feel the squeeze. Bids are tighter. Low-ball outfits undercut everyone. Bigger firms move in with deep pockets and large crews. And when homeowners or general contractors are comparing options, the big question is always: Who can I actually trust?

That’s where authority changes the game.

Authority means when people in your market think about septic installs, drain fields, land clearing, or site prep, your name comes to mind first. Not because you bragged the loudest, but because you built a reputation as the go-to expert—someone who delivers results and helps people understand the process.

And in today’s digital-first world, building that authority isn’t about how many trucks you park in the yard. It’s about how you show up online, how you educate, and how you influence the very people who decide where the next big job goes.

1. The Problem Most Excavation & Septic Contractors Face

Too many contractors are invisible online. Their websites are outdated. Their Facebook page hasn’t been updated in years. They rely almost completely on word-of-mouth.

That leads to:

• Slow seasons with fewer calls.
  
  

• Price wars that kill margins.
  
  

• Missed opportunities to win bigger jobs from general contractors.
  
  

The truth is simple: if people don’t see proof of your expertise online, they assume you don’t have it—even if you’ve been in business for decades.

2. From Hard Hats to Headlines: What Being an Influencer Really Means

Most people think “influencer” means YouTubers selling sneakers. But in the dirt world, being an influencer is different.

Here, it means you’re the contractor everyone turns to for:

• Honest advice about septic costs.
  
  

• Clear explanations of excavation or land clearing.
  
  

• Practical tips to avoid drainage issues or project delays.
  
  

And it’s not just about homeowners. When you show authority, general contractors and developers see you as more than a sub—they see you as a trusted partner for bigger, more profitable jobs.

3. Proof It Works: Contractors Who Became Influencers

You don’t have to take our word for it. Some of the biggest names in the excavation and septic space are already using YouTube and social platforms to build authority—and it’s paying off in visibility, influence, and opportunity.

Here are a few examples: 

These guys don’t just move dirt—they move people. They show that sharing knowledge, documenting projects, and educating the public builds credibility far beyond one job site.

4. Step 1: Build a Strong Online Presence (Your Digital Job Site)

Think of your website like a job site. When it’s neat and professional, people trust you. When it’s messy, they leave.

Your site should include:

• Dedicated Service Pages for installs, repairs, excavation, and land clearing.
  
  

• Clear Contact Options on every page.
  
  

• Real Photos of your work and your crew.
  
  

• Fast Load Speeds to keep visitors from bouncing.
  
  

5. Step 2: Share Knowledge That People Actually Care About

The fastest way to grow authority? Teach.

Homeowners and GCs don’t want jargon—they want answers:

• “How much will a septic replacement really cost?”
  
  

• “What’s the best way to prep a site for building?”
  
  

• “Do I need an inspection before selling?”
  
  

Answer these in plain English on your blog, in short videos, or in social posts. The more you educate, the more people trust you.

6. Step 3: Use Social Media to Show, Not Just Tell

Social media is your chance to pull back the curtain. Post clips of septic tanks being set. Show before-and-after land clearing. Share quick tips.

Every post builds trust not only with homeowners, but also with other contractors who could hire you for bigger projects.

7. Step 4: Leverage Reviews and Testimonials

Reviews matter. Homeowners trust them. And so do GCs. A contractor with 50 positive reviews signals reliability—exactly what project managers look for when they’re deciding who to bring in.

8. Step 5: Partner With Local Businesses and Other Contractors

Authority grows through connections. Build relationships with real estate agents, builders, and local businesses. The stronger your network, the more likely you’ll get called for larger projects.

9. Step 6: Turn Everyday Work Into Content

Every job site is content gold:

• Drone footage of a clearing job.
  
  

• A photo series of a septic install.
  
  

• A 30-second clip explaining pump-out maintenance.
  
  

Content isn’t fluff—it’s proof of your expertise. And when other contractors see it, it positions you for bigger contracts and partnerships.

10. The Payoff: More Calls, Bigger Jobs, Long-Term Authority

Building authority isn’t just about getting more homeowner calls. It’s about moving up the ladder:

• More inbound calls.
  
  

• More trust from general contractors.
  
  

• More leverage on pricing.
  
  

When you influence your industry, opportunities grow.

11. Why Custom Marketing Beats Cookie-Cutter Advice

Generic marketing doesn’t work for the dirt world. Excavation and septic are unique. That’s why custom strategies—tailored to your services, your market, and your seasonality—matter.

At Excavation Marketing Pros, that’s exactly what we do. We obsess over making your marketing match your business. Because when your authority grows, so does your bottom line.

Conclusion: From Contractor to Influencer Starts With One Step

You don’t need to change who you are to become an influencer in this space. You just need to start showing up where people are looking.

By building your digital presence, sharing knowledge, documenting your work, and networking with peers, you can become the contractor others look to—for advice, for partnerships, and for bigger jobs.

That’s the power of influence in the excavation and septic world.