DIGITAL MARKETING FOR CONSTRUCTION
SEO, Google Ads and project content that help prospective clients find your services, assess your work and get in touch.
DESIGNED BY CRAFTERS
Original campaign artwork by Crafters for HSA and Lawrie Estate Agents. Project photography supplied by the clients and their contributors.
ORIGINAL CLIENT WORK
ARCHITECTURE / CONTENT & ADVERTISING
Social content, paid advertising, visualisation, reporting and SEO scoping.
Explore the commission
PROPERTY / SEO & SOCIAL
Search research and website improvements, supported by original property campaigns.
Explore the commission
ARCHITECTURE / SOCIAL MEDIA
Project posts and captions, account management and paid social advertising.
Explore the commissionIN OUR CLIENT’S WORDS
“Crafters has taken away that hassle and produced something infinitely more creative and professional.”
Ross McIlvean · Director, LTJ Architecture
Explore LTJ’s marketingA DEFINED FIRST COMMISSION
You do not have to commission every channel together. Start with the problem, then agree the deliverables and the decision each review should help you make.
Use available search and enquiry evidence to identify the pages, content or technical issues worth addressing. Agree a prioritised action list and separate the review from the implementation fee.
Explore an SEO review and see the scope of Lawrie’s search and website work.
If the current structure or platform prevents the site from doing its job, agree the page plan, content, migration and handover before design and build. Preserve useful pages and working enquiry routes.
Explore website design and inspect Bruntsfield’s replacement website.
Choose the projects and customer questions to cover, the formats to produce and who supplies and approves the material. Agree publishing and review separately from any advertising spend.
Explore content planning and see HSA’s original campaign material.
For a builders’ merchant, the starting material may include product ranges, branch details, delivery coverage and quote requirements. Our marketing approach for builders’ merchants sets out a first campaign brief and the information to check before launch.
THE RIGHT MIX FOR YOUR BUSINESS
Tell us which clients and projects you want to attract. We plan around your audience, capacity and budget.
Service-page structure, useful content and local relevance, connected to searches that fit your business.
Explore SEOCampaigns built around specific services, working areas and relevant landing pages, with an agreed advertising budget.
See the Google Ads approachProject stories, original artwork and audience targeting, with captions and a clear next step.
Explore social mediaUseful articles, project case studies and updates for prospective and existing clients.
Explore content marketingUnsure where to start? Compare SEO and Google Ads, or use our construction marketing checklist.
ARCHITECTS & STUDIOS
Project stories, social content and advertising can introduce your practice and the work you want to take on. HSA and LTJ show how supplied photography and design knowledge become original marketing.
GOOGLE ADS FOR CONSTRUCTION
Search adverts help people find a service when they’re looking for it. The page they reach needs to explain what you offer, and the enquiries need to fit the work you take on.
Start with the work you want to win and the locations you can serve. Agree the campaign scope, agency fee and advertising spend separately.
Send people to the service the advert promises. Someone searching for roughcasting should land on a page about roughcasting, with relevant projects and a way to enquire.
Agree how to record calls and forms while respecting visitors’ privacy choices. Check whether enquiries match your services and working area, alongside campaign spend. A submitted form isn’t a sale.
CLIENT WORK
Branding, website design and Google Ads.
Explore the commissionCLIENT WORK
Identity, website, social media marketing and Google Ads.
Explore the commissionCLIENT WORK
Website, physical marketing, client targeting and Google Ads.
Explore the commissionThey are agreed separately. The proposal should identify the agency work, media budget and any landing-page, production or tracking work before a campaign begins.
Use your starting point, services, budget and enquiry goals to decide. SEO develops the website’s search foundations and content; Google Ads provides paid search visibility. Both need a useful destination and a way to assess the enquiries received.
No. Advertising can bring prospective customers to your site, but winning work also depends on the fit, timing, enquiry handling and proposal. We do not promise a fixed number of sales or projects.
HOW WE WORK TOGETHER
Your proposal names the deliverables, content responsibilities, approvals and review dates. Agency fees, advertising spend and additional production are agreed separately.
Understand your business, audience, current website and available reporting.
Agree the priority services, working areas, channels, content and budget.
Prepare the approved creative, content, campaigns and landing pages.
Review search visibility, relevant visits, campaign spend and suitable enquiries against a dated baseline.
Keep discussions, proposals and won work in your enquiry record. HSA’s reporting dashboard shows how activity can be brought together for review.
Preparing for a review? Read what a construction marketing report should tell you about enquiries.
BEFORE WE START
Start with the services, working area and type of project you can take on. Build a clear page around that offer, support it with relevant completed work and give visitors a straightforward enquiry route. Then choose search or advertising activity that reaches those buyers, and review enquiry suitability alongside cost and traffic.
Yes. We review whether it explains your services clearly, provides useful project evidence and makes enquiries straightforward. We can agree those improvements alongside your marketing. We’ll only recommend a full redesign if the existing site needs it.
Yes. For an architectural practice, the programme can focus on project stories, design thinking and the questions prospective clients ask. Hayward Smart Architects and LTJ Architecture show examples of our work in this sector.
Your priority services, working area, available capacity and examples of the projects you want more of. We also need approved images, a contact for technical checks and access to the relevant website and advertising accounts. Account ownership, access and approval responsibilities are agreed before work begins.
We agree the agency fee and advertising budget separately, with any additional production or platform costs set out before work begins.
Paid campaigns can generate traffic after launch. SEO typically needs sustained work over a longer period. Enquiry volumes and timings vary; we agree useful measures rather than promise a ranking or result.
Traffic quality, enquiry sources, campaign spend and the next improvements. Record the service requested, working area and source where known, then follow suitable enquiries through discussions, proposals and wins. Search Console shows search visibility; it does not identify individual enquiries or prove which activity secured a contract.
PLAN YOUR NEXT STEP
These guides will help you work out what you need and what to ask before appointing an agency.
Explain the brief, your role and the finished work, with a checklist for your team.
Follow the journey from discovering your business to making a suitable enquiry.
Compare the role of each channel and what your website needs before promotion.
Set out the work you want to attract, who supplies content and how you’ll review enquiries.
YOUR PROJECT
Tell us what you need help with. We’ll respond within two working days to discuss your priorities, the scope and costs.
Prefer to speak? Call 07724 879475 or email Crafters.