Increase your website traffic?
Written by: Benjamin Paine
Managing Director at Digital Nomads HQ
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Construction Marketing Tips: 9 Strategies to Build Your Business
Since you’ve landed on this page, we know that you know how important marketing is (especially for a smaller business). Yes, the marketing space is crowded, and yes, there are many advanced marketing strategies that you will need training for (if you choose to do it yourself).
However, we firmly believe that creating a marketing strategy that works (gets you more business) is not and should not be rocket science. Pulling from our years of experience in the construction and building space, we were able to put together a simple guide with strategies you will be able to implement yourself.
9 Marketing Strategies to Build Your Construction Business
1. Establish Your Target Audience
How can you start developing a marketing strategy without knowing specifically who you’re marketing to? Okay, we get it. Most SMBs already have a solid understanding of who their audience is as they spend hours and hours daily with them. However, even though it might seem obvious at first glance, establishing and developing your target audience is important to ensure everyone is aligned with the strategy.
For example, you might think your marketing strategy should be tailored to men between the ages of 45 and 50 who are homeowners. However, after doing in-depth research, you realise that millennials (between 28 – 43 years of age) are taking over the real estate market, and you have to alter your marketing strategy as the two are completely different.
Below, you’ll find actionable steps to take to establish your target audience, along with questions to ask yourself.
Actionable Steps
- Analyse your current client base and carry out interviews.
- How old are your customers?
- Where do they live?
- What are their interests?
- What is their general profession?
- What does a typical day in their lives look like?
- Where do they go for information?
- How do they prefer to obtain services similar to yours?
- What do they value most?
Pro tip: If, for some reason, you cannot interview customers, do the following:
- Talk to customer-facing people
- Send out emails with easy-to-answer questions (tick boxes) to your existing customer base and offer an incentive.
- Use existing data available. For example, you can take a look at some existing case studies in the construction space to get a better idea of competitors’ target audience.
Create personas (a fictional yet realistic description of a typical potential customer of your service).
- What are the primary obstacles your potential customers face in their daily work or activities? (For example, they don’t have enough time to get to the construction work needed around the house).
- What are your ideal clients’ main priorities in their personal life?
- What frustrations or difficulties do they encounter frequently?
- What aspects of your current services could be unsatisfactory to potential clients?
- How do they prefer new services to fit into their current lives?
- How do they prefer to receive information (SMS, email, Google, etc.)?
- What social media channels do potential clients use most frequently?
- Are there specific times or days it would be better to communicate with potential clients?
Pro tip: Use the information you’ve gathered and create two personas for your business. It’s best to focus on 2 personas first, so your marketing strategies are as strategic as they possibly can be. You can use this free persona tool by HubSpot to create yours in under 5 minutes.
2. Build a Website
A website is your digital storefront—it’s where potential clients first interact with your business, learn about your services, and decide if they want to reach out. For a construction business, having a website that’s easy to navigate (on both mobile and desktop) and highlights your expertise is an investment you cannot afford to lose out on.
Setting up a website may sound technical, but there are user-friendly tools available that make it straightforward and affordable. Whether creating it yourself or working with a professional, focus on these key elements to ensure your site effectively represents your business.
Actionable Steps
- Get a memorable domain name.
Choose a domain name that’s easy to remember and reflects your business name or services. Avoid using complex words or phrases that could be easily misspelled. Aim for a .com.au domain if possible, as this makes your business instantly recognisable to Australian clients.
- Select an easy-to-use website builder.
Platforms like WordPress, Wix, and Squarespace offer simple templates with drag-and-drop features. These platforms often come with built-in support for mobile optimisation and SEO (search engine optimisation), so you don’t need to worry about the technical details.
- Ensure it’s mobile-friendly.
Many clients will look up services on their mobile phones, so a responsive design is a must. Make sure text, images, and buttons adjust properly on smaller screens and that mobile navigation is user-friendly. Most website builders automatically optimise for mobile, but it’s a good idea to check your site on a couple of different devices to be certain.
- Focus on speed and performance.
Quick-loading pages improve user experience and lower bounce rates. Choose a reliable hosting provider, optimise images for the web, and limit the use of heavy scripts or plugins that can slow down loading times.
- Clearly display your services.
Dedicate a section on the homepage or main menu to your construction services. Include brief descriptions of each service, and use clear calls-to-action like “Learn More” or “Request a Quote” so users can easily access more information.
Pro tip: Use high-quality photos, as clients want to see examples of your work. Invest in professional photos of completed projects, or consider hiring a photographer for jobs. High-quality images make your site look polished and can have a big impact on how clients perceive your brand.
3. Local SEO
In construction, you’ll have to implement hyper-focused marketing strategies to ensure you actually target prospective clients you’ll be able to serve so you get a return on investment (ROI). Enter local SEO. By following best practices for local SEO, you’ll get noticed by clients in your area and appear among top results when people in your area search for your services.
Actionable Steps
- Set up and optimise Your Google Business Profile.
Creating a Google Business Profile (GBP) is one of the most effective ways to improve local search visibility. Make sure to fill out all sections, including your business description, contact details, operating hours, and service areas. Encourage satisfied clients to leave positive reviews, as these influence new clients to choose your business.
Recommended Read: How to Setup Google My Business Profile in 2024
- Create pages for each target location.
If your business operates in multiple locations, create a dedicated landing page for each area on your website. Each page should have content tailored/ specific to that location—mention the specific suburbs or cities you serve and highlight any local projects you’ve completed. This helps search engines match your business to local searches and improves your chances of ranking in each location.
Recommended Read: How to Create a Landing Page: 5 Step Guide
- List your business in local directories.
Many Australians rely on online directories to find local services. Make sure your business is listed on major local directories like Yellow Pages, True Local, and Local Search. Consistency is key—ensure your business name, address, and phone number are identical across all listings to help build credibility and improve your local search ranking.
Recommended Read: Improve Local Search: 20 Best Local Directories in Australia
Pro tip: Each location page should also highlight the specific services you offer in that area. For example, if you specialise in residential renovations in one location and commercial builds in another, tailor the content to reflect those services. This way, potential clients (and Google) see exactly what you offer in their area, improving your credibility and relevance.
4. Homepage SEO
More likely than not, your homepage will be the first thing potential clients see, so optimising it is key for both search engines and user experience. A well-optimised homepage improves your search ranking and helps convert visitors into clients by making it easy for them to understand your services and reach out.
Actionable Steps
- Use the AIDA framework.
The AIDA framework (Attention, Interest, Desire, Action) is a powerful tool for structuring homepage content (or other landing page content, for example, your service pages) that engages visitors and guides them toward action.
- Attention: Capture visitors’ attention with a strong headline that speaks to their needs, like “Quality Construction Services Built for Australians.”
- Interest: Provide an engaging introduction that outlines your expertise and what sets you apart from competitors.
- Desire: Showcase your value—this could include recent projects, client testimonials, or industry awards.
- Action: Include clear calls-to-action (CTAs) like “Get a Free Quote” or “Contact Us Today” to encourage visitors to take the next step.
- Link to your social media accounts.
Add links to your homepage (it’s best to place it in the footer of your website so it’s visible on every landing page) to make it easy for visitors to connect with you on social media. Whether it’s Facebook, Instagram, or LinkedIn, social media channels are excellent for showcasing completed projects, client reviews, and industry updates.
- Invest in high-quality photography.
As mentioned, great visuals are very important for a construction business as they give potential clients a clear idea of the quality of your work. Invest in professional photography for your completed projects and team members. High-quality images make your website look polished and trustworthy and can be used across your marketing channels to build brand consistency.
- Include a contact form.
A contact form on your homepage allows visitors to reach out easily, which is key for converting leads. Keep the form simple—only ask for essential information like name, phone number, email, and a message box for additional details. This makes it easy for potential clients to get in touch without feeling overwhelmed by a lengthy form. Also, if you want to get into more detail, consider asking the easiest questions first (like the potential customer’s name, email address, and more detailed information required).
Pro tip: Add multiple CTAs throughout your homepage so visitors don’t have to scroll far to find ways to contact you or request more information. Whether it’s buttons, banners, or pop-ups, these small touches make it easy for visitors to take the next step, boosting your chances of gaining new clients.
5. Get Reviews for Your Construction Company
In the construction industry, a strong reputation is everything. Reviews serve as social proof and can be the deciding factor for construction clients choosing between your business and a competitor. Positive reviews highlight your expertise, reliability, and professionalism—qualities that build trust and credibility with new clients.
Actionable Steps
- Encourage clients to leave reviews.
After completing a project, reach out to clients and politely ask them to share their experience. Send a follow-up email with links to your Google Business Profile and other review platforms. Make it as simple as possible for clients to leave feedback, as they’re more likely to do so when the process is convenient.
- Respond to all reviews.
Whether a review is positive or negative, responding shows that you value client feedback and are committed to excellent customer service. Thank clients for their kind words, and if you receive constructive criticism, acknowledge their concerns and outline any actions taken to improve. Responding professionally to negative feedback can help mitigate its impact and even improve your reputation.
Recommended Read: How to Remove Google Reviews for Improved Local SEO
- Display reviews prominently on your website.
Showcase glowing client reviews on your homepage, service pages, or a dedicated ‘Testimonials’ page (if you serve multiple locations, you can tailor your reviews for each location page to talk to that specific location). This builds instant credibility for visitors to your site and reinforces the quality of your work. Use real client names and project details (with permission) for an extra layer of authenticity.
Pro tip: While reviews should always be genuine, offering a small incentive (like a discount on future services or a free consultation) can encourage clients to leave feedback. Make sure to follow platform guidelines, as some platforms may have restrictions on incentivising reviews.
6. Start a Blog
In SEO, ranking for more relevant keywords related to your business services will help your primary keywords (for your service pages/high-converting pages) rank higher. Besides the fact that you’ll rank higher in Google for your primary keywords after starting a blog, this is a great way to establish your construction company as an industry leader while driving more organic traffic to your website (a.ka., making it easier for prospective customers to find you).
Actionable Steps
- Share industry tips and tricks.
Write blog posts that address common questions, challenges, and interests your clients might have. For example, share tips on how to maintain a home after renovations, guidance on choosing quality building materials, or insights on planning a sustainable construction project. Clients appreciate valuable content that educates and empowers them, making them more likely to view your company as a trusted authority.
- Post project spotlights and ‘how-to’ guides.
Share stories from recent projects to illustrate your process, showcase your craftsmanship, and give potential clients a behind-the-scenes look at your work. You could also write ‘how-to’ guides for smaller DIY projects, which can help engage clients looking to take on minor projects themselves, often leading to larger jobs later on.
- Keep content relevant and current.
The construction industry constantly changes, with new techniques, regulations, and trends always emerging. Regularly updating your blog with the latest industry news shows construction clients you’re on top of changes in the field, and it keeps your website fresh for search engines. For example, create posts about current trends in eco-friendly building materials or innovations in home design, which can appeal to clients looking for modern solutions.
- Optimise blog posts for SEO.
Each blog post is a new opportunity to rank for keywords relevant to your business. Include search terms like “home renovation tips,” “construction project planning,” or “best building materials” naturally within your content. Add alt text to images, link to your other relevant posts, and use a clean, readable format to improve user experience and SEO.
Pro tip: Pay attention to the questions clients frequently ask during consultations, and turn these into blog topics. By addressing real customer experiences and concerns, you create a blog that directly meets the needs of your broad audience, which can improve engagement and even shorten the sales process as clients become more informed.
Social media is an excellent way to showcase your work, connect with potential clients, and build a strong online presence. By sharing engaging and relevant content, you can establish credibility, reach a wider audience, and keep your followers up-to-date on your latest projects and industry insights.
Actionable Steps
- Share project updates.
Post regular updates on current projects to give followers a look behind the scenes. Use a mix of before-and-after photos, progress shots, and short video clips to illustrate your work from start to finish. Showing the transformation process highlights your expertise, builds excitement, and keeps potential clients engaged.
- Post industry news and insights.
Stay connected with your audience by sharing the latest trends, technologies, and news in the construction industry. Posting about advancements like eco-friendly materials or modern design trends demonstrates your knowledge and commitment to staying up-to-date. Clients looking for a forward-thinking company will appreciate your insights.
- Share DIY tips and tricks.
DIY content is highly popular on social media and can attract a broader audience. Share practical tips, such as “How to Maintain Your Deck” or “Simple Renovation Ideas,” to help followers take on minor projects themselves. These posts showcase your expertise, build customer trust, and often lead to larger inquiries when followers decide they’d prefer construction professional assistance.
- Engage on Facebook for local reach.
Facebook offers great tools for targeting specific local areas, making it valuable for reaching potential clients in your service area. Join community groups, share local event updates, and post customer reviews to connect with people in your region. You can also use Facebook’s advertising options to promote your services to a targeted local audience.
Pro tip: Use social media scheduling tools (like Buffer or Hootsuite) to plan your posts in advance. A consistent posting schedule keeps your brand active on your followers’ feeds, improving engagement and helping you stay top of mind with potential clients.
8. Guerilla Marketing
Guerilla marketing is a marketing tactic where a company uses unconventional or surprising methods of marketing to promote services or products; this construction marketing strategy is a cost-effective way to attract new clients and increase your visibility without a large advertising budget.
Actionable Steps
- Leverage word-of-mouth (WOM) marketing.
Satisfied clients are some of your best marketing assets. Encourage clients to spread the word about your services by delivering top-notch work and exceptional customer service. When genuinely pleased, clients are more likely to recommend your company to friends, family, and colleagues. Ask happy clients to leave reviews, and gently remind them to mention your company if they know someone in need of construction work.
- Partner with real estate agents.
Real estate agents work closely with clients looking to renovate or improve their properties before selling or after buying. Establish partnerships with local agents and offer to be their go-to construction company for any referrals. Consider setting up a referral program where both the agent and their client benefit from a small discount or incentive. Introduce yourself to real estate offices, attend industry networking events, and stay in touch with real estate professionals in your area to build lasting relationships.
- Follow up with past clients.
Connecting with past clients is a great way to maintain positive relationships and generate new business through referrals. After completing a project, follow up with clients periodically to check in and see if they need additional services. Sending a personalised message during holidays or on the anniversary of their project completion is a thoughtful way to keep your business top of mind. Additionally, consider creating valuable follow-up content, such as maintenance tips, seasonal home care advice, or reminders about your services.
Pro tip: Encourage referrals by offering a small incentive for past clients who recommend your business to others. A simple discount, gift card, or free consultation can motivate clients to spread the word about your services; it’s a great way to engage your existing network!
9. Partner With a Marketing Agency
Even though we tried only listing marketing strategies we believe anyone could implement, we fully understand that it might not be that easy. To implement all of these strategies, you would have to upskill and become a digital marketing guru. If you’ve reached the end of your rope, consider partnering with us, Digital Nomads HQ, a full-suite digital marketing agency that understands the construction industry, has experience, and knows all the ins and outs backed by experimentation and data.
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