Construction and home improvement marketing centres before/after project galleries and GBP reviews, since visible work quality and trust drive most hiring decisions. Smaller contractors follow the local business playbook; larger builders need broader SEO and lead-scoring similar to real estate. Measured against qualified project-quote requests.
People hire trust, then price
A homeowner planning an extension or a new kitchen is about to hand a large sum to someone they have never met. They want proof: photos of finished work nearby, reviews from real neighbours, clear credentials and some sense of price. The businesses that show that clearly win the quote request, often before price is discussed at all.
What we build
- Project galleries with before, during and after photos, location and scope
- Service pages for each type of job with typical price ranges and timelines
- Google Business Profile for each base, with photos and review requests after every job
- Quote forms that ask for postcode, job type, budget range and timing
- Accreditation and insurance details shown clearly
Why reviews and local search carry the weight
BrightLocal's 2025 survey found 86% of consumers use Google to read reviews and over three quarters watch video when researching local businesses (BrightLocal Local Consumer Review Survey 2025). Google says local ranking depends mainly on relevance, distance and prominence (Google Business Profile guidelines). For a builder, that means accurate service areas, the right categories and a steady flow of genuine reviews.
Never buy or write reviews. In the UK, the DMCC Act made fake reviews unlawful from April 2025 (Cooley on the DMCC Act, April 2025), and in the US the FTC's 2024 rule allows civil penalties (US FTC, Aug 2024). Ask every happy customer instead, with a direct link.
Paid ads, used sparingly
Local Services Ads and tightly targeted search campaigns can fill gaps in the diary or build demand for a new service. We set postcode targeting carefully, because paying for clicks outside your area is the most common waste we see. For the local search side, see local SEO and our guide to why Google reviews matter.
How we measure it
Qualified quote requests, site surveys booked, jobs won and average job value by source.