A construction client checks two things: whether you do exactly what they need, and whether it shows that you have done it before. Everything else - animations, a slogan about passion, a photo of a smiling team in hard hats - is decoration. If they do not find answers to those two questions in the first dozen seconds, they go back where they came from: to the social media group where they asked for a recommendation. And there, five other names are waiting in the comments, and those are the ones they will call. Not because your site is ugly. Because it did not answer.
That is good news, because both of those things can be shown on a site without a big budget and without making anything up. All it takes is the photos from the sites you already have on your phone, described in plain language - plus a few pieces of information most sites in this trade simply leave out. How building a site like that looks from the process side I described on the business websites page; here I lay out the content itself, which is what decides whether the phone rings.
Completed projects - the strongest argument you have
In construction it is not the description that sells, it is the result. The client cannot judge whether you lay waterproofing well, but they can judge whether the roof in the photo looks like the roof they need. That is why completed projects are the heart of a site like this - not an extra in a tab at the end of the menu.
The problem is that most construction sites have a gallery, not projects. A gallery is forty captionless photos dumped one under another. A visitor scrolls for five seconds and takes nothing away, because they do not know what they are looking at, when it was or whether it is even your work.
A project is something else. It is a separate tile with a short description: what exactly you did (a detached house to weathertight shell, a roof recovered with metal tile, an insulated render facade), the scale (metres, storeys, roof area), how long it took and where - even just the town. Three sentences are enough. Plus a few photos from the site in progress and a full set after completion.
The before-and-after layout works best. A photo of an old, flaking facade next to the same wall after the job says more than a whole page of text - because the client is looking at their own house before renovation and seeing how it could look after. Photos taken during the build have extra value: they are proof of authorship. A shot with scaffolding, equipment and people at work can only be taken by someone who was on that site - so it proves the work is yours. A stock photo proves nothing, and a photo of the finished result alone could come from anyone.
Ten properly described projects beat a hundred captionless photos. If you only have material from the last few jobs - start with those and add one after every finished job. It is five minutes with a phone at the end of a build.
A precise list of services instead of “construction services”
“Construction and finishing services” is a sentence that means nothing. A client looking for a crew to replace a roof reads it and still does not know whether they are in the right place. The search engine has the same problem - it has nothing to match to the query, because not one word the client uses appears on the site.
Instead, list the specifics, in plain language, the way you talk about it on site yourselves:
- shell construction, open and weathertight
- roofs: trusses, covering, flashings, guttering
- facades and insulation
- turnkey finishing
- bathroom renovations
- floors, plaster, loft insulation
A list like that does two things at once. The client recognises their own case in it (“ah, bathroom renovations - that is me”) and immediately feels they have come to the right address. And the search engine gets the real phrases people search for, instead of a generality nobody asks about.
If one of those services is your main line and brings in the most money, it should get its own subpage with a description, photos and projects from exactly that area. One page with everything at once loses to five pages that each talk about one thing.
The area you cover, said outright
This is the information most often missing from construction company sites and at the same time one of the main reasons for calls that start with “do you come out to us?”. The client does not want to phone to check something that should be written down. Some of them simply will not call.
Write it outright, somewhere visible, ideally in the site header and in the footer: a city plus a radius, for example “Krakow and up to 60 km around”, or a list of districts if that suits you better. If you travel further for larger jobs - write that too, in one sentence.
While we are at it: the company address, full name and the owner’s name should be on the site. An anonymous site with no address, in a trade where the client lets strangers into their home and pays deposits, looks suspicious - even if the company is entirely sound.
The path to a quote request
Construction clients mostly call. Often from the site, with dirty hands, on a phone. So the number has to be visible at the top of every subpage and tappable - one tap should dial straight away, with no retyping of digits.
The form is a supplement for those who write in the evening. It should be short: name, phone, what it concerns, location. And one thing almost nobody has, which changes the quality of the enquiries - the ability to attach photos or a file with the plans. Three shots of a damp wall or a floor plan tell you more than a paragraph of description and let you answer concretely instead of exchanging five emails.
It is also worth writing how the quoting itself works: whether you come out to look, whether the plans are enough, how long a cost estimate usually takes, and whether it is free. A client who knows what to expect calls more readily than one who is guessing.
What helps: add the hours you answer next to the number. A client who calls at 8pm and gets no answer concludes the company is not operating - when you were simply finished for the day.
Trust built on facts, not promises
Specifics worth showing on the site if you have them - because in this trade they tip the balance:
- construction qualifications, manufacturer certifications for systems (insulation, roof coverings)
- liability insurance with a note on what it covers
- the form of contract: whether you sign a written agreement and what is in it
- how stages are settled: when and for what the client pays
- a workmanship guarantee and for how many years
These are not slogans, they are checkable facts. A client hesitating between two crews will pick the one that says this outright - because the other leaves them with questions. Write them as information about your company, not as promises with nothing behind them; if you do not have something, simply do not list it.
A construction company website has to work on a phone
It gets viewed on a phone by the client and by you - often on site, on a worse connection than at home. The most common reason a site like that stops opening is always the same: photos uploaded straight from the owner’s phone with no preparation stage at all. Every new project adds a few such files, the gallery swells month by month, and those photos can weigh several megabytes each.
Three things that make the difference: photos prepared for the web rather than straight off the camera (how to do that without losing quality I described in the piece on image optimization), large buttons you can hit with a gloved thumb, and the phone number as the first thing visible on entry.
Local visibility - so anyone finds you at all
People do not search for “construction company”. They search for “roof replacement Tarnow”, “house facade Nowy Sacz price”, “turnkey bathroom renovation Krakow”. A site with a separate subpage for each main service, naming the city and the surrounding area naturally in the content, has something to grip in those results. A site with one “services” tab does not.
Add a Google Maps listing. A company that travels within a radius of several dozen kilometres does not have to give an address in it - it is a service-area profile, the address can be hidden and a service area set instead, meaning the list of towns or districts you work in. Then the listing shows to people across that whole area, not only in the city where your office is. Project photos are worth uploading there too - and describing them with the town they were taken in. How to check whether it works I show in the piece on checking your website ranking in Google.
What to avoid
- A gallery with no captions - photos where nobody knows what they show or whose work it is
- Stock photos of other people’s sites - clients sense it, and one recognised photo from the internet undermines everything else
- No stated service area - it generates “do you come out to us?” calls and loses the people who will not call
- No name, address or company details - in a trade with deposits that is a warning sign
- Contact only through a form - a client on a site wants to call now, not write
The same logic applies in every service trade, incidentally - I set it out more broadly in the piece on what separates a brochure site from one that generates enquiries.
Frequently asked questions
How much does a construction company website cost? A solid business site with service subpages and a projects section I do at a fixed price, usually in the 5,000-10,000 PLN net range - depending on the number of subpages and the scope. I give the figure in writing before the start, after a conversation about scope. More on what drives the price in the piece on what a website costs.
I do not have good photos from my sites. What then? Start taking them on a phone from the very next job: a few shots before the start, a few in progress, a full set after completion. Today’s phones give quality that is entirely sufficient for a website.
Do I need separate subpages for each service? For the main ones - yes. A client looking for a roof replacement should land on a page about roofs, not on a general offer they have to dig through. Secondary services can stay on one shared list.
Who should look after it after launch? Projects are worth adding yourselves - it takes a few minutes and nobody will describe a build better than you. The technical side, meaning updates, backups and speed, can be handed over as ongoing care - with me it starts from 1,000 PLN net per month.
Need something like this on your side? I design and build websites for B2B companies - from scratch or as a rebuild of what already stands. Send me the scope and a quote with a date comes back.