It's 11pm on a Tuesday. A homeowner in your area has just got building regs approval for their extension. They're sitting on the sofa with a glass of wine, scrolling through Google on their phone, looking for builders.
They find your company name through a mate's recommendation. They type it into Google. What happens in the next eight seconds determines whether you get on their shortlist or get forgotten immediately.
If your website looks like it was cobbled together in 2015, you're out. They're already looking at the next name on their list. You never even knew the enquiry existed.
Here's the thing that catches most construction companies out: 92% of people now research trades people online before getting in touch. That's from Check a trade's latest research. For commercial clients, it's basically everyone. Your website isn't just a nice to have anymore. It's the difference between being busy and wondering where all the work went.
But here's what really winds me up. Most builders treat their website like a brochure. Stick up a few photos, add a contact form, job done. Meanwhile, the contractors winning the big projects understand something crucial your website should work as hard as your best site manager.
This isn't going to be one of those generic "make your site mobile friendly" guides you can find anywhere. We're getting into what actually works for UK construction companies right now. The psychology behind trust signals. The SEO tactics that get you ranking above your competitors. The emerging stuff with AI search that most builders haven't even heard about yet.
Whether you're a one man band doing kitchen refits in Kent or you're running a regional firm with 30 lads on the books, this guide will show you exactly how to turn your website into your hardest working business development tool.
Let's get stuck in.
The template trap..
You've seen them. We've all seen them. Dark header with a hard hat logo. Stock photo of someone in hi-vis pointing at something. "Quality workmanship since 1987" plastered across the top. A gallery of average project photos. A contact form that probably goes to a dead email address.
The worst bit? Every other builder in your area has the exact same site.There's nothing memorable. Nothing that makes someone think "yeah, these are the people I want building my extension."
I spoke to a developer in Brighton last month who told me he looked at 15 builder websites for a £400k project. He said 12 of them looked identical. He couldn't remember a single thing that differentiated one from another. He ended up going with someone he knew, because at least that felt safer than picking randomly from identical websites.
That's the reality. Your £800 template site isn't competing with other websites. It's competing with every horror story your potential client has ever heard about cowboy builders.
The invisibility problem
Quick test. Open Google on your phone right now. Search for "builder in [your town]." Where do you show up? Page two? Page three? Not there at all?
Whilst you're invisible on page three, your competitors are sitting pretty on page one, getting 10-15 enquiries a week. You're relying on word of mouth that's quietly drying up.
The Google stuff isn't optional anymore. It's how people find builders now. If you're not showing up in search, you basically don't exist.
Within three seconds of landing on your site, someone should see:
Real project photos. Not stock images of random people in hard hats. Your actual work. Preferably something impressive that makes them go "bloody hell, that's good."
Proper credentials. Not just saying "we're professional" (that's what cowboys say). Show your FMB membership. Your Constructionline listing. Your insurance certificates. Your Trust Mark approval.
Evidence you're an actual established business. Years trading. Number of projects completed. Team size. Something that proves you're not a van man who'll be gone next year.
Social proof that actually convinces people:
Video testimonials are gold. Someone standing in their finished extension saying "these guys were brilliant" is worth 50 written testimonials. Upload them to YouTube, embed them on your site.
Verified reviews from Checkatrade, Google, Trustpilot. The ones where people can see they're definitely real.
Proper case studies showing the problem you solved. Not just "we built an extension." More like "this Victorian terrace had structural issues and planning restrictions. Here's how we sorted it, here's what it cost, here's what the client said."
The Portfolio That Actually Wins Work
Most builder portfolios are just a random gallery of photos with no context. That's useless. Here's how to do it properly.
Organise it so people can actually find what they're looking for
Don't just dump everything in chronological order. Split it up by:
Project type - residential, commercial, industrial
Service - new builds, extensions, renovations, loft conversions
Budget range - helps people self qualify
Location - builds local credibility
Someone looking for a loft conversion in Guildford doesn't want to scroll through 50 random projects. Show them your loft conversions in Surrey and you're halfway to winning the job.
Make each project tell a story
The projects that win work have proper detail. Here's the template:
The Challenge
What was difficult about this one? What problems did you have to solve?
Example: "This Victorian terrace in Clapham had serious structural issues.The rear wall was bowing out, there was damp throughout, and the client wanted to do a full refurb whilst living there with two young kids. That meant careful phasing and serious dust control."
The Solution
How did you approach it? What makes your way of working effective?
Example: "We put together a six-phase plan so the family could stay in the house. Started with structural repairs and damp proofing, then worked room by room. Set up proper dust barriers and safe zones for the kids. The client said it was way less disruptive than they expected."
The Results
Specific numbers. Actual outcomes. This is what builds credibility.
Example: "Finished three weeks ahead of schedule. Came in 2% under the original quote. The house value went up an estimated £180k based on recent sales in the area. Client referred us to three neighbours."
Photos that actually show the quality
Get proper photos taken. Not iPhone snaps with your thumb half over the lens. Multiple angles. Before, during, after. Close ups of details that show craftsmanship.
If you're spending £30k-£50k per project, spending £300 on professional photography is a no brainer. Those photos will win you work for years.
Client testimonials on the same page
Video testimonials are best. Film them on site with the finished project visible behind them. Even a 30 second clip of a happy client is worth its weight in gold.
Talk about the specific concerns people have
For loft conversions, people are worried about:
- Planning permission and building regs
- Structural stuff (will my roof support it?)
- How long it takes (12-16 weeks typically)
- What it costs (£30k-£60k for most)
- Common issues (headroom, stairs, access)Address all of this directly. Don't make them hunt for answers.
Include the certifications that matter for that service
For extensions: structural engineer details, party wall expertise
For electrical work: NICEIC registration
For heating: Gas Safe registration
For groundworks: Environment Agency compliance
People are looking for reasons to trust you. Give them specific evidence.
Put an FAQ section on every service page covering:
What does it typically cost?
"Most loft conversions in Surrey cost between £35k-£55k. The main factors affecting cost are floor area, bathroom inclusion, dormer vs velux windows, and finishes. We provide detailed fixed price quotes with no hidden extras."
How long does it take?
"Typical timeline is 12-14 weeks from start to completion. This includes 2 weeks building regs approval, 10-12 weeks construction. We provide a detailed timeline schedule with your quote."
What about planning permission?
"Many loft conversions fall under permitted development and don't need planning permission. We assess this during our initial survey. Where planning is needed, we have a 96% approval rate and handle all submissions."
Can we stay in the house?
"Most clients stay in residence during loft conversions. We create dust barriers and seal off access. Most disruption is limited to the top floor. We work 8am-5pm Monday to Friday."
People are looking for reasons not to enquire. Answer their concerns upfront and you'll get more calls.
The review strategy
Reviews are ranking gold. You need:
Volume - 50+ reviews minimum
Recency - new reviews every month
Quality - detailed specific reviews beat generic "great service"
Responses - reply to every single review, good or bad
How to actually get reviews:
Ask immediately when you finish a job, whilst they're still delighted. Send them a direct link to leave a Google review. Make it stupidly easy. Follow up three days later if they haven't done it. Most people mean to leave a review but forget.
AI SEO (The Emerging Stuff Most Builders Don't Know About)
Traditional SEO is still important. But there's new stuff happening with AI search that changes the game.
When someone asks Chat GPT "who are the best builders in Guildford," do you come up? Probably not. Yet. But this is becoming a major source of leads.
How AI search works differently
Traditional Google wants to send you to websites. AI search wants to answer questions directly and cite sources.
The sites that get cited are the ones with:
- Clear, well structured information
- Comprehensive answers to questions
- Proper credibility signals
- Good reputation across the web
Write in clear, structured sections
AI systems love content that's easy to parse. Use clear headings, short paragraphs, simple language.
Instead of: "We leverage cutting edge methodologies to facilitate optimal outcomes in the residential construction sector"
Write: "We build and renovate homes across Surrey. We've completed over 200 projects in the last five years."
Create comprehensive FAQ sections
Answer every question someone might have about your services:
Q: What's the typical cost of a loft conversion? A: Most loft conversions in Surrey cost between £35,000-£55,000. The main factors affecting cost are floor area (larger = more expensive), whether you're adding a bathroom (adds £5k-£8k), window type (dormers cost more than velux), and your choice of finishes.
The more comprehensive your answers, the more likely AI systems will cite you.
Explain your processes clearly
AI loves content that explains "how it works." Create detailed pages explaining:
Build authority signals
AI systems look at your reputation across the web:
Nobody believes those perfectly diverse groups of people in brand new hard hats standing in front of a building. Use real photos of your actual team on your actual sites. Authenticity builds trust.
Yes, every job is different. But give people ballpark figures. "Extensions typically cost between £X-£Y depending on size and spec" helps people self qualify and shows transparency.
60% of searches happen on mobile. If your site doesn't work perfectly on phones, you're losing more than half your potential enquiries.
One bad review that sits there unanswered does more damage than five good ones. Respond to every review professionally, especially negative ones.
Either commit to blogging consistently (monthly minimum) or don't have a blog. An abandoned blog with the last post from 2021 makes you look out of business.
If your site takes more than 3 seconds to load, people leave. Especially on mobile. Test your site speed at Page Speed Insights and fix any issues.
Your website should be about your clients and their problems, not about how great you are. Lead with benefits, not features.
Right, you've got all the information. Here's exactly what to do:
Look, here's the reality. Most builders are novice at marketing. They rely on word of mouth and hope for the best. That worked 15 years ago. It doesn't work now.
The construction companies winning the best projects all have one thing in common: they've got their digital presence sorted. Professional website. Strong Google presence. Active review collection. Consistent content.
It's not rocket science. But it does require taking it seriously and investing properly.
If you're doing £500k+ annually, spending £6k-£8k on a proper website that generates £200k+ of extra work per year is the easiest business decision you'll ever make.
The question isn't whether you can afford to invest in a proper website. It's whether you can afford not to whilst your competitors are winning work you didn't even know existed.
If you're ready to sort your website properly, get in touch with the team at Bright Kru Construct. We specialise in construction websites that actually generate leads. No generic templates. No nonsense. Just websites that work.
Otherwise, take the information in this guide and use it. Your future self will thank you for it.
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