SEO for construction companies

More than anything else on the site, if they’re set up right. Most contractor sites have one photo gallery with 80 unlabeled pictures. Google can’t tell what any of them are, and neither can a homeowner scrolling on a phone.

A better setup is a page for each service you sell, plus short project write-ups: what the job was, the town, a few before and after photos, and anything unusual you solved. Each one gives Google another page to rank for a project and town, and gives a buyer the proof they’re looking for. Commercial write-ups should add the building type, the size and the schedule you hit.

The primary category, to match the work you want most: General contractor, Home builder, Remodeler, Roofing contractor or Concrete contractor, with secondary categories only for work you actually do. The service area, since most contractors work at the customer’s property; I set up a service area and hide the address if you don’t have a public office. Photos of finished jobs, posted regularly, because recent photos tell people you’re active. And a review habit: ask when the job wraps up and the customer is happiest, and ask them to mention the project and the town. If the profile is the only thing you need, my Google Business Profile optimization is $400 one time.

If you build in a dozen towns, it’s tempting to make a dozen pages with the town name swapped. Google treats those as doorway pages. Build town pages where you’ve actually done work, and fill them with those projects. A page that shows three finished jobs in Shelby Township is worth more than 20 pages that say “we serve Shelby Township.”

Michigan licenses residential builders and maintenance and alteration contractors through LARA. The advertising rule for those licenses (R 338.1532) says a licensee’s ads must include the name, license number and business address as they appear on the license. Your website is advertising. I put that information in the footer of every page and on your contact page. Customers who check licenses can find you, and it’s one less thing to worry about.

Manager access to your Google Business Profile. A list of the jobs you’ve finished in the last year or two, with the town and a few photos of each, which is the raw material for every project page. The kinds of work you want more of and the kinds you’d rather stop taking. Your license details as they appear on the license. A text to the customer at the end of each job, with a review link I give you. And the names of suppliers, trade groups and partners you already work with, since those are where a contractor’s local links come from.