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What are the main 4 areas of digital marketing construction companies should focus on

Ben Spray

Ben Spray

Managing Director of We Are Marketable

Implementing digital marketing is no longer an option but a necessity for construction companies to gain competitive advantage. However, with limited resources and expertise, it’s crucial to focus efforts on key strategies with maximum impact and ROI. According to recent industry surveys, there are four fundamental pillars construction brands should prioritise around digital marketing:

  1. Search Engine Optimisation
  2. Pay-per-Click Advertising
  3. Social Media Engagement
  4. Lead Nurturing

Dedicated investment across these four areas delivers exponential returns from increased visibility to new customer conversions. Here we break down exactly why these should form the foundation for any construction firm’s digital activities.

Search Engine Optimisation (SEO) For Construction Companies

With 93% of online experiences now starting with a search engine, search engine optimisation is a mandatory component of digital marketing for construction companies. SEO comprises both on-page and off-page optimisation best practices that increase visibility on search engines like Google. Ranking higher means your website appears before competitors in searches for relevant construction services and keywords.

Consider that the top 5 organic results on page 1 of Google receive over 75% of all click-through traffic. Construction brands not ranking in at least the top 3 for localised searches are losing significant numbers of prospects to competitors appearing above them. By actively optimising technical elements on your own website and building external signals of authority, SEO delivers more targeted visitors to convert at higher rates into leads.

On-page optimisation should focus on:

  • Keyword Optimisation – Carefully research terms customers use to find construction services like “Atlanta kitchen extensions” or “Manchester electrical contractors”. Craft unique page titles, content and meta descriptions that feature these organically without over-optimisation.
  • Site Speed – Ensure your website loads in under 2 seconds with optimised code, compressed media and minimal redirects. Faster sites achieve higher rankings.
  • Mobile Optimisation – Over 60% of searches happen on mobile so implement responsive design and browser caching for quick loading.
  • Media Enhancement – Include photo/video content and alt text descriptions to improve visitor engagement.
  • Off-page SEO – requires building external signals of authority websites use to determine rankings including:
  • Backlinks – Generate links from relevant sites to signal industry validation to search engines.
  • Local Citations – List your NAP details (name, address, phone number) consistently across key local business directories like Google My Business.
  • Reviews – Generate more positive online ratings and reviews on Google, Facebook and third-party sites. These boost local SEO significantly.
  • Thought Leadership – Submit guest articles on industry blogs or publications to showcase expertise.

Track keyword rankings monthly to monitor SEO impact along with website traffic and lead goals. Expect 6-12 months lead time for sustainable page 1 rankings across key terms based on competition levels.

Pay-Per-Click Advertising (PPC) For Construction Companies

While organic SEO aims to rank highly in unpaid search results, Pay-per-click puts your website in front of motivated prospects immediately. PPC ads display above organic listings and on the sidebar when users search for related construction terms. You only pay when searchers click your ad to visit your site or call your number.

Beyond rapid visibility, key benefits of PPC for builders include:

  • Control over rankings – PPC guarantees top exposure instantly versus gradual SEO rankings.
  • Flexible budgeting options – Set daily maximum spends and modify bids to align with conversions.
  • Advanced targeting parameters – Target by location, day/time, device, previous site visits and more.
  • Enhanced re-marketing capabilities – Remarket site visitors across channels to nudge further engagement.

The largest PPC platform is Google Ads with 77% market share. However, expanding to Bing Ads and industry-specific options like Houzz provides additional visibility. Focus ad copy and landing pages on service areas driving most conversions. Set negative keywords surrounding low-value searches to reduce irrelevant traffic.

PPC complements SEO efforts rather than replacing it. Use PPC for priority conversions now while SEO builds over time. With regular bid adjustments and conversion tracking, profitable PPC bolsters lead generation.

Social Media Engagement For Construction Companies

While 74% of construction companies are now on social media, most only publish sporadic project updates. Maximising platforms like Facebook, Instagram and LinkedIn as part of an integrated digital strategy is key for long term visibility.

Customers engage the most with construction brands who publish regular multimedia updates including:

  • Work-in-progress sneak peeks
  • Video case studies of completed projects
  • Industry news reshared from other sources
  • Employee highlights and job openings
  • Company values content and community initiatives

This value-added content should publish across business pages 2-3 times weekly alongside paid promotions to expand reach. Responding promptly to comments and inquiries also improves visibility on social platforms.

Furthermore, paid social ads allow granular targeting of high-intent prospects who recently searched construction service terms for example. Retargeting recent website visitors via custom audiences also improves conversions.

Given most construction buyers decide from among a shortlist of vendors, social media presents opportunities to repeatedly expose your brand positively during research phase. Quantify growth in followers, engagement rates and attributed sales to benchmark social media ROI.

Lead Nurturing For Construction Companies

With 60% of potential customers requiring 5+ interactions before engaging vendors, construction brands must implement structured lead nurturing. Unfortunately, many companies take one-off “spray and pray” approaches pitching sales instantly to every new lead. This risks missing higher lifetime value from prospects still researching rather than ready to buy immediately.

Strategic lead nurturing via automated email sequences educates prospects further about your expertise. Over 75% of companies report higher conversion rates using such targeted nurturing tactics.

Effective nurturing steps include:

  • Offering opt-in resources like guides, checklists etc. in return for lead contacts
  • Segmenting subscriber lists by attributes to personalise messaging
  • Triggering a series of 4-5 emails with helpful construction content to build familiarity with your brand
  • Promoting seasonal service offerings aligned to buyer timeframes
  • Limiting product-focused pitches in early emails to establish value first

Software like MailChimp combined with CRM integration streamlines professional automation at scale. Track subscriber interactions, email open rates and content downloads to refine future nurturing. Sales teams then follow-up once sufficient buying signals indicate immediate project readiness.

Getting this balance right between digital lead nurturing and human sales outreach maximises construction pipeline generation and conversions.

Taking Your Construction Business To The Next Level

Construction Website Design & Development Once establishing traction across search, social and email channels, high-growth construction brands invest in dedicated website design and functionality. While early digital presence may involve basic online brochures, strategic players create immersive self-service experiences with detailed project galleries, CTAs and calculators.

Interactivity opportunities include:

  • Budget estimators
  • Customisation galleries e.g. kitchen/bathroom
  • Finance/payment calculators
  • Integrated instant chat/messaging
  • Appointment booking widgets
  • Paperless forms to submit inquiries

User experience (UX) and web conversion rate optimisation (CRO) then fine tunes site performance. Every aspect aims to guide prospects smoothly towards conversions.

From intuitive navigation flows to prominently positioned calls-to-action, construction website design matures alongside digital channel integration. Driving traffic only provides value when visitors actually engage and convert online.

Top platforms like WordPress offer thousands of templates to launch quickly. While adding core functionality, resist overloading sites with unnecessary features. Align capabilities to proven customer buying journey pain points and continually test presentation.

The most successful construction brands drive organic traffic to branded sites offering the right mix of service details, project proof, convenience and personalisation.

Conclusion

Rather than playing catch up, construction companies should proactively reallocate marketing budgets to scalable digital strategies now. Prioritising search optimisation, paid advertising, social media and lead nurturing provides measurable returns.

Combining technology investment with experimentation mindsets, construction brands build authority faster online. Just remember, with ever-evolving digital spaces, remain nimble to double down on what works and swiftly change tactics that don’t convert.

The latest trends also highlight chat solutions, interactive tools and localised support accelerating quote requests. Construction brands applying these additions while mastering the four essential pillars outlined gain sustainable visibility and customer acquisition advantages this decade.

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