By project type, with photographs
Extension builders, loft conversion cost, kitchen renovation contractor. Researched over weeks, with finished work doing most of the persuading.
Trades
General contractor marketing for the projects worth bidding on
An extension, a loft conversion and a commercial refurbishment are each worth more than most businesses make in a month, and each is decided by a customer who spent weeks looking at other people's work first. A builder's site without project pages and photographs is invisible for exactly the searches that pay.
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Marketing does not behave the same way here.
Building work is high value, slow to decide and bought on evidence. A household planning an extension looks at photographs of finished work, reads about the process, checks reviews and insurance, and only then sends an enquiry, often to three firms at once.
The decision takes weeks and a quote that is not followed up is a quote that was never sent. Commercial work adds a procurement layer, with tenders, accreditations and references.
Volume is low and value is high, so the whole account has to be measured in quoted projects and their value rather than in enquiries, and a single unqualified enquiry can consume a day of site visits and quoting. Qualifying by budget and location before the site visit is the difference between a busy firm and a profitable one.
How your customers actually search.
By trust signals
Reviews, accreditations, insurance, how long the firm has traded. Checked before any call is made, usually across several sites in one sitting.
Commercial and tender
Commercial building contractor, office refurbishment, fit-out. Bought through procurement on references, accreditations and capacity.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- Domestic project: project pages viewed, reviews read, an enquiry form, a site visit, a quote competing with others for weeks.
- Small works: a call, a visit, a quick quote, a decision in days.
- Commercial: a pre-qualification, a tender or proposal, references, a decision by the project timeline.
- No page per project type, so the site cannot rank for extension, loft or renovation searches at all.
- Photographs with no words, or words with no photographs, when the buyer needs both to shortlist a builder.
- Insurance, accreditations and guarantees missing from the site, which is what the buyer checks before calling.
- Enquiries not qualified by budget or location, so the calendar fills with site visits that cannot become work.
- Project campaigns landing on pages with finished work, a process and a price bracket.
- Qualifying questions on the form, so an enquiry arrives with a budget and a postcode attached.
- Negatives against jobs, courses, materials, DIY and plans, which absorb construction budgets every month.
- Commercial campaigns targeted by role and company rather than by anyone typing builder.
- Quote follow-up across the weeks a household takes to decide, which is where most quotes are actually lost.
- Past-customer follow-up for the next project, since a household that built once usually builds again.
What the report should lead with.
- Quoted projects and their total value, by source
- Cost per quoted project, compared year on year
- Site visits that turned into quotes, and quotes that turned into jobs
- Average project value by channel
- Enquiries outside budget or area, tracked so they can be reduced
Proof
The closest accounts we have published.
One construction management firm on search, not named, and one service business that sells through enquiries and calls.
Construction management firm, SEOSEO
9.94Korganic clicks in seven months
- 406Kimpressions
- 2.4%click-through rate
- 14average position
Google Ads, lead generationMedia buying
2.41Kconversions
- £19.21cost per conversion
- £0.57average cost per click
- £46.3Kspend managed
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Read the postQuestions
Questions from this industry.
01 Why do we get enquiries for jobs far too small or far outside our area?
Because nothing on the site or the form asks. Add a budget bracket and a postcode to the enquiry form, state the service area and the minimum project size on the page, and the calendar stops filling with visits that cannot become work.
02 What should a builder put on the website?
A page per project type with real photographs of finished work, the process from first visit to handover, a price bracket, reviews, insurance and accreditations. That is what a buyer is checking, and a site without it is not shortlisted.
03 How long does it take for a contractor to win work from search?
Project searches are competitive and the pages take months to rank, which is why the paid campaigns run first while the pages are built. Measure the search work in quoted projects a year on, not in clicks a month on.