Website and online growth for contractors and installers
In construction and installation, online it comes down to two things: showing that you can do the job, and making sure you get the right enquiries. A site that promises everything mainly brings in quotes you do not want to write.
Where these customers come from
Search behaviour differs greatly per trade. This is what people type in before they end up at a business like yours, and so what we set up the site for.
- Trade plus town: ‘loodgieter Utrecht’ (plumber Utrecht), ‘aannemer verbouwing Breda’ (renovation contractor Breda), usually urgent
- The job itself: ‘dakkapel plaatsen kosten’ (cost of fitting a dormer), ‘cv-ketel vervangen prijs’ (price of replacing a central heating boiler), ‘badkamer renoveren’ (renovating a bathroom)
- ‘warmtepomp laten installeren’ (having a heat pump installed) and related subsidy questions: a growing, well-paying search demand
- By name, after someone heard about your company through word of mouth and wants to check you out
The elements that make the difference in this trade
Not every website needs the same thing. These are the elements where we most often see gains in this industry, and that are missing from most sites.
Photos of your own work
No stock photos of a tidy building site. Before and after photos of real jobs are the strongest sales argument there is in this sector, and the easiest to make with a phone.
Your service area, spelled out
How far will you travel? If you do not say, you get enquiries from a hundred kilometres away and lose time turning them down. If you do say it, you are found for exactly that area.
What you do and do not do
‘All work undertaken’ brings in the wrong enquiries. Name your specialisms: precisely by ruling things out, you attract the jobs you make your margin on.
An indication of prices, or at least of how they are built up
You can rarely give a fixed price, but you can give a range or explain what determines the price. That filters out people who had a very different budget in mind.
Call with one tap
Most of your visitors are on mobile and in a hurry. A phone number that calls as soon as it is tapped matters more than any contact form.
Contractors and installers have sold themselves through word of mouth for years, and that remains the best channel. But even someone who has been referred to you looks up your company name first. What they see then decides whether they call.
The real problem is usually not too few enquiries
For most building and installation companies the bottleneck is not the number of enquiries but their quality. Writing quotes takes hours, and a quote for someone who is mainly comparing prices is time lost.
That is why in this sector we do not aim for as many enquiries as possible, but for the right ones. You do that by being explicit on your site: what work, what area, what order of magnitude. Anyone who drops out because it does not fit was never going to be a customer anyway.
What we do for construction and installation
We build a site with a separate page per specialism, so you are found for the job instead of for your company name. A project gallery with your recent work: send us new photos and we put them up. And a service area page that makes clear how far you travel.
We also set up your Google Business Profile (for people searching in a hurry, that is often the only thing they see) and, where it pays off, we set up a targeted advertising campaign. What Google Ads costs and how you keep an eye on the budget is explained in what does Google Ads cost (in Dutch).
What we are honest about
Advertising in construction is not cheap. In specialisms such as dormers or heat pumps, click prices are high, and a small budget will not get you there. So we prefer to start with visibility and a site that converts, and only bring in ads when there is something to amplify.
And if your diary is already full, we will tell you that investing in more enquiries is a waste. A good site still works then, but for choosing better jobs, not for getting more of them.
Where we would start
- Website
- one-off
- Being found in your region
- monthly
You need separate pages per service and service area to be found for the right jobs. If your work mainly comes through word of mouth and you only want to look professional, a smaller website is enough.
View the servicesThe amount is in your quote, excluding VAT, tailored to your situation. What you get per service, you can read under the services.
Questions we get most often in this trade
What does a website for a contractor or installation company cost?
It depends on what needs to be on it, such as pages per service and service area and a project gallery. You pay for the build once, then a fixed monthly fee for hosting and maintenance. Upfront you get one quote with what you get and the price, excluding VAT.
Is Google Ads worthwhile in construction?
Often it is, precisely because people search with a specific job in mind and want to call straight away. Click prices are high in some specialisms, so we start focused on one service and one area and measure what an enquiry costs before scaling up.
I do not have time to supply photos. Can it be done without?
It can, but you give up your strongest argument. In practice it works best when one person takes two photos with their phone at every job; we make sure they end up on the site cropped and optimised.
We are already fully booked. Does this still make sense?
If your diary is full for months, generating more enquiries is a waste of your money. What does make sense: a site that attracts the right jobs, so you can choose. That is a different assignment, and a cheaper one.
Curious what this means for your business?
Book a no-obligation consultation. We look at your current situation together and you get concrete, honest advice, even if that advice is to do nothing for now.
You’ll hear back within one working day