If you run a construction company, chances are you’re always looking for new ways to generate leads and grow your business. One of the most effective ways to do this in today’s digital world is through Search Engine Optimization (SEO).
But here’s the thing: many construction companies aren’t leveraging SEO to its full potential, and that’s where Vertz Marketing can help. With years of experience helping construction companies achieve measurable growth, we’ve created this comprehensive guide to help you understand and implement actionable SEO strategies to put your business ahead of the competition.
Ready to boost your online visibility and attract more clients? Let’s dive in!
Build Service Area Pages
Service area pages are the backbone of your website’s SEO strategy. These pages target specific locations you serve, helping you rank for local searches like “Drywall Repair in Milwaukee, WI.” Service area pages drive the most organic traffic to your site by focusing on location-specific keywords.
Tips for Building Effective Service Area Pages
- Organize with Custom Post Types (CPTs)
- Use tools like MetaBox or Advanced Custom Fields (ACF) in WordPress to organize service area pages separately from blog posts and other content. This will make your website easy to manage.
- Leverage Page Builders
- Use BricksBuilder or Elementor to create templates that dynamically pull in location-specific data (e.g., city names). This saves time and ensures consistency.
- Include All Services
- Instead of creating separate pages for each service, list all your offerings (like drywall repair, finishing, and taping) on each service area page—link to individual service pages for further details.
Leverage Dynamic Data
Dynamic data allows you to create templates for service area pages, saving time and ensuring consistency across your site. For example, instead of manually updating every page when you want to change a call-to-action, you can update one template, and the changes will apply site-wide.
How to Use Dynamic Data
- Use strings like `{post_title}` to dynamically populate city names in headings and FAQs.
- Create custom fields for calls-to-action, feature sections, and FAQs to make service area pages unique and optimized without duplicate content issues.
Example FAQ: “How long does it take to hang drywall, tape, and finish a basement typically in {post_title}?” If the page is “Milwaukee, WI,” this would display as: *How long does it take to hang drywall, tape, and finish a basement typically in Milwaukee, WI?*
If your FAQ answer is relevant to your target city, include the {post_title} dynamic data tag!
Optimize for Google Business Profile
Your Google My Business (GMB) profile is critical for local SEO. Ensure all your business information—hours, services, photos—is accurate and current. Optimizing for GMB lets you rank in the map pack, which serves up local businesses related to the search user’s location. If a person in Thiensville, WI searches “plumbers near me,” plumbing contractors closest to their location will appear at the top of the search results page.
Encourage Client Reviews
After completing a project, leave a thank-you note on the client’s counter. Include a QR code linking directly to your Google Reviews page, making it easy for clients to share their feedback. Positive reviews not only improve your rankings but also attract future clients.
Conversion Rate Optimization (CRO) for Construction Websites
Imagine you click on a result for a power washing service near you. The site takes 10 seconds to load, doesn’t work correctly on mobile devices, has bright red colors attacking your eyes, lags while scrolling, features broken menu navigation, and includes a popup lead form you can’t close.
This is an awful user experience. Chances are, you’ll hit the back button and look for another business.
Conversion Rate Optimization (CRO) and User Experience (UX) work together to prevent this. A clean, responsive, and well-organized website keeps potential clients on your page, encourages them to explore, and increases their likelihood of converting.
What to Do
- Simple CTAs:
- Use concise calls-to-action like “Request a Free Quote” or “Schedule a Consultation.”
- Compelling Copy:
- Use tools like ChatGPT or Google Gemini to craft headlines and leads that convert.
- Keep It Accessible:
- Avoid technical jargon—potential clients may not know what “mudding” or “taping” means.
What Not to Do
- Don’t use too many colors or busy designs that distract from your CTAs.
- On service area pages, avoid personal anecdotes or irrelevant content. Instead, focus on your services and showcase past projects in the area.
Implement Voice Search Optimization
With 20% of mobile queries from voice search, optimizing for conversational, long-tail keywords like *”Who are the best contractors near me?”* is crucial.
Tips for Optimizing for Local Voice Search
Create structured FAQ pages using natural language.
Use schema markup to help search engines understand your content.
Optimize for Video SEO and Post on Social Media
Construction is a visual industry. Showcase your work with before-and-after walkthroughs or explainer videos.
Social Media Video Tips
- Use trending audio in “before-and-after” videos to boost engagement on platforms like Instagram and TikTok.
- Always include captions for voiceovers, as most users watch videos without sound.
- Make sure to include relevant and niched-down hashtags to get better visibility
*Looking for social media help? At Vertz Marketing, we specialize in social media management and we customize plans specifically for construction companies.
Provide Tools and Resources
Offering valuable tools and resources on your website engages potential clients and helps them take the first steps in their project planning.
Calculator tools are incredibly effective at improving conversion rates. Imagine you’re a residential drywall company. You could create a sleek calculator tool using platforms like **Elfsight** that lets clients input measurements for a room they want to be drywalled—such as a basement they’re finishing.
Clients can use a tape measure, add room dimensions, and receive an instant estimate in seconds. This tool eliminates the frustration of waiting hours or days for a competitor’s emailed quote, giving you an edge by providing immediate value.
By empowering your visitors to get instant answers, you increase their trust in your business and make them more likely to take the next step, such as requesting a full quote or scheduling a consultation.
Additional Resources to Offer
- Cost Calculators:
- These tools work great not only for drywall but for almost any service-based trade business. Whether it’s plumbing, roofing, landscaping, or electrical work, a calculator can help clients quickly estimate project costs.
- Project Timelines:
- Provide interactive timelines to help clients understand how long a typical project might take.
Tap Into Sustainability Trends
Eco-friendly construction is more than a trend—it’s becoming a deciding factor for many clients. As consumers become increasingly conscious of their environmental impact, highlighting sustainable practices can set your business apart from competitors.
How to Optimize for Sustainability
Highlight Your Commitment: If your company offers sustainable solutions, make them a central part of your brand. Create a dedicated page under your “About” section titled “Our Commitment to Sustainability.”
- Use this page to explain your eco-friendly practices, such as using recycled materials, energy-efficient designs, or green building certifications.
- Share how your sustainable approach differs from competitors to build trust and showcase expertise.
Optimize Service Area Pages: Incorporate location-specific keywords to capture environmentally conscious clients in your region. For example:
- “Sustainable tree service in Brookfield, WI”
- “Eco-friendly home renovation in Milwaukee, WI”
Build Educational Content: Write blog posts or create videos discussing topics like “5 Ways to Make Your Home More Energy Efficient” or “The Benefits of Choosing a Sustainable Contractor.”
Certifications and Partnerships: Display any green certifications (e.g., LEED) or partnerships with environmental organizations on your website.
Visual Suggestion: Include a mock-up of a “Sustainability” page or a badge design for eco-friendly practices
General SEO Best Practices
- Dos
- Use headings (H2s for primary sections) and bullet points to make your content easy to read.
- Write thorough, high-quality blog content that provides value without unnecessary fluff.
- Dont’s
- Avoid keyword stuffing. Overloading pages with keywords can result in penalties from Google.
- Never buy backlinks. Purchased links from link farms (websites created solely to sell backlinks) can harm your rankings.
SEO for construction companies is more than just optimizing for keywords; it’s about creating a seamless online experience that attracts, engages, and converts potential clients. You can take your business to the next level by implementing these strategies.
At Vertz Marketing, we specialize in helping construction companies like yours dominate search rankings and grow their revenue. Contact us today for a personalized SEO strategy!