Marketing Strategies for Construction Companies: Overcoming Challenges and Building Success

September 19, 2023

Construction companies often have specific marketing needs and considerations that are unique to their industry. However, due to lack of time and or resources, marketing is not always the primary focus for companies in the building industry. 

Too frequently, marketing one’s own business takes the backseat to the day to day work of running a business. This puts those companies at risk of having their competitors take the opportunity to leapfrog ahead, gaining the advantage in this highly competitive industry.

But digital marketing can help overcome many of the most commonly faced challenges facing our clients.

We have worked with many businesses in the construction and building industry over the past 16 years and have had a lot of experience hearing from our customers about the challenges they face.


Here are the most common pain points our construction company partners face, and the ways digital marketing can help overcome them:

Limited budget: Construction companies may have a limited budget for marketing, which can make it difficult to implement effective marketing strategies or to build a construction company website.

The right website/marketing is not a cost center but a profit center that actually grows your bottom line. How many $100,000+ jobs do you have to win to pay for your website? If you are approaching your website as a cost, not a tool, you're shooting yourself in the foot.

And if your website DOESN'T help you win jobs.... it's maybe time for one that does.

Seasonal business: Many construction companies experience seasonal fluctuations in demand, which can make it challenging to plan and budget for marketing efforts.

Companies can overcome the challenge of seasonal fluctuations in demand by developing flexible strategies, such as focusing on long-term marketing initiatives like SEO or developing a content marketing strategy that targets potential customers year-round and prioritizing marketing efforts during slower months when there is more time and resources to dedicate to those initiatives.

Difficulty differentiating from competitors: Construction companies may find it challenging to differentiate themselves from their competitors, as many offer similar services and capabilities.

Having a easy to navigate, modern site that highlights a company’s unique selling points or emphasizes the company’s values can help set them apart.

Long sales cycles: Sales cycles in the construction industry can be long, which can make it challenging to convert leads into customers and see a return on investment from marketing efforts.

Nurturing leads with targeted content or using various digital marketing channels such as email or ppc campaigns or offering a free consultation can help grow relationships with potential customers and move them out of the lead zone and into a conversion.

Limited resources: Many construction companies have limited resources in terms of personnel and time, which can make it difficult to execute and manage marketing campaigns effectively.

By prioritizing marketing initiatives based on the potential return on investment (how many jobs do you need to win to cover the cost of a website again?) And outsourcing certain marketing tasks such as running an SEO or ppc campaign can overcome the challenge of limited resources and achieve success in your marketing campaigns.

Difficulty measuring ROI: It can be challenging to measure the return on investment (ROI) of marketing efforts in the construction industry, as it may take time to see the impact of marketing on lead generation and revenue.

Implementing website analytics, such as Google Analytics, can measure traffic and customer behavior onsite that provides valuable data and can prove ROI of marketing campaigns.

Limited online presence: Some construction companies may not have a strong online presence, which can make it challenging for them to reach potential customers who are searching for construction services online.

Building a website is an essential first step for any construction company looking to establish an online presence. A website can serve as a central hub for information about the company's services, portfolio, and contact information. It's important to ensure that the website is mobile-friendly, easy to navigate, and optimized for search engines.

Construction Website Design Packages starting at $2900

We can help address these marketing pain points, so that construction companies can develop more effective marketing strategies that help them generate leads, build their brand, and grow their business.

In addition to solving some frequent problems building companies face with their online marketing, we also acknowledge that businesses in the construction and building industry have unique needs when it comes to their website.


Here are some important elements to consider when creating websites for construction companies:

  • Showcase a portfolio: Construction companies rely heavily on their portfolio to demonstrate their skills and experience. It's important for them to showcase their past projects and highlight their expertise in different areas of construction.
  • Highlight safety: Safety is a top priority for construction companies. They need to communicate to potential clients that they have a strong safety record and follow best practices to ensure the safety of their workers and the public.
  • Emphasize quality: Construction companies need to emphasize the quality of their work and the materials they use. They may also need to communicate that they follow building codes and regulations to ensure that their work is up to standards.
  • Build relationships with architects and engineers: Construction companies often work closely with architects and engineers. It's important for them to build relationships with these professionals to secure future business and referrals.
  • Communicate capabilities: Construction companies may specialize in specific areas of construction, such as residential or commercial construction, renovation, or custom building. It's important to have a website that clearly communicates their capabilities and expertise to potential clients.
  • Promote job opportunities: With booming business in the building industry, many companies are looking to hire. An attractive and easy to navigate website goes a long way in attracting quality, talented applicants.

At Bizango, we understand construction companies and the marketing challenges they face.  We have the experience and track record building construction company websites to prove that we know how to leverage your website to be a powerful marketing tool.  Contact us to see how we can help you take your business to the next level!

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