Who we work with · 06 of 07
Commercial construction marketing for a buyer who reads the whole page.
B2B construction marketing works nothing like residential. Search volume is a fraction of it, the vocabulary is technical, and the decision is made by three or four people who each search differently. An owner, a developer, an architect and sometimes a lender all look you up separately, and a page written for one of them loses the other three.
Volume is genuinely low here. A term with fifty searches a month can be the origin of an eight figure contract, which makes volume the wrong measure entirely.
Golden at $235 or Platinum at $325 usually fits. The weight of the work belongs in content rather than in links.
What the committee searches, and when
Eighteen months, four people, one contract.
A commercial or multifamily pursuit runs far longer than any residential sale and involves people who never speak to each other about search. Each of them looks you up at a different point, for a different reason, using different words.
- Month 1 to 4 01
Feasibility, by the developer
Cost per unit, cost per square foot by construction type, and whether the pro forma survives current pricing.
- multifamily cost per unit
- type v construction cost per sq ft
- podium construction cost
- Month 3 to 8 02
Capability check, by the architect
Whether you have delivered this building type, at this scale, under this delivery method. Technical and unsentimental.
- contractors with podium experience
- wood frame multifamily builders
- design assist contractors
- Month 6 to 12 03
Delivery method and risk, by the owner
Guaranteed maximum price, design assist, construction management at risk, and who carries what.
- gmp vs lump sum construction
- construction manager at risk explained
- design assist vs design build
- Month 10 to 15 04
Financial standing, by the lender
Bonding capacity, insurance, safety record and completed volume. Rarely on the website and always looked for.
- contractor bonding capacity
- contractor emr rating
- contractor completed project volume
- Month 14 to 18 05
Final due diligence, by everyone
Firm name plus litigation, plus previous project outcomes, plus whether anything went publicly wrong.
- firm name construction litigation
- firm name project delays
- firm name completed portfolio
Why residential tactics fail here
Commercial search is smaller, slower and more technical.
Firms doing both residential and commercial keep the two entirely separate. Residential language on a commercial capability page reads as a firm out of its depth, and the reverse reads as coldness. See construction SEO.
Commercial construction marketing ideas we actually run
Six pages that do the work.
A page per building type
Garden apartments, podium, mid-rise, senior living, light industrial. The building type is what an architect or developer searches, and it is the sharpest capability signal you can publish.
A page per delivery method
Guaranteed maximum price, design assist, construction management at risk, hard bid. Owners search these by name and almost nobody publishes a plain explanation of how they run each one.
Cost content by construction type
Cost per unit and cost per square foot ranges with the variables named. Feasibility stage is the earliest possible point of contact and the least contested.
Qualification content
Bonding capacity, insurance limits, safety record and completed annual volume. The lender and the owner both look for it, and it is missing from most contractor sites entirely.
Project pages with real specifications
Unit count, square footage, construction type, delivery method, duration and what the site constraints were. This is the evidence the whole committee reads.
Market pages for where you bid
The metros and corridors you genuinely pursue work in, without implying offices or credentials you do not hold.
The arithmetic
One additional project against $2,820 a year.
Modeled scenario, not a client
A contractor delivering 4 projects a year at a $3,500,000 average
Illustrative scenario using published prices and a conservative lift. Not a client result, not a forecast and not a guarantee. Run your own figures in the calculator.
$235/mo
1 domains · 20 keywords · 20 guest posts · 20 Web 2.0s · 5,000 amplification links · 12 to 14 days turnaround
Twenty keywords covers building types and delivery methods in one market, which is what most commercial search actually consists of. Platinum at $325 is the step up across several metros or a wider building type range.
Build this program →Content is priced separately through LavishContent, from $26 a month for four 500 word posts to $480 for thirty 2,500 word posts. This segment is best served by four 2,500 word posts a month at $88, because the technical depth matters more than the frequency.
The searches with your own names in them are the ones you are most likely to win.
Questions
From multifamily.
The search volumes are tiny. Is this worth doing?
Volume is the wrong measure when a single contract is worth several million dollars. A term with fifty searches a month that reaches one developer at feasibility stage can originate a project that carries the year. The model on this page uses a 12% margin rather than the 18% used on residential pages, which is the more realistic figure for commercial work.
Most of our work comes from relationships and repeat clients.
It usually does, and those relationships still search you before a bid list is finalised. The other use of search here is reaching developers you have no relationship with at the feasibility stage, which is the only point at which a firm outside the existing circle can enter the conversation.
Should we publish bonding capacity and safety figures?
If they are competitive, yes, because the lender and the owner will both look for them and finding nothing is worse than finding a modest number. Publish what is current and update it, rather than publishing a figure that ages. We will not advise on what your bonding position should be, only that stating it clearly performs better than silence.
How do we write for four different people at once?
You do not. Each of them gets a page. Building type pages serve the architect, delivery method pages serve the owner, cost content serves the developer, and qualification content serves the lender. Trying to serve all four on one capability page is why most commercial contractor sites convert nobody.
How long before commercial SEO produces anything?
Position typically moves within 60 to 90 days because competition is thin, but attribution takes far longer, because a contract signed today may have started with a search fourteen months ago. Judging this program on quarterly inquiry counts will mislead you, which is why the report leads with position and placements.
Do you work with specialist commercial trades?
No. This site serves general contractors, construction firms and builders. Specialist trade contractors are covered by other sites in the same network, and we will point you to the right one rather than sell you a program built for a different search problem.
What should we ask a commercial construction SEO company?
Whether they will publish for building types and delivery methods rather than generic capability copy, and whether they understand that attribution lags by a year in this segment. A commercial construction SEO company that reports on quarterly lead counts is measuring the wrong thing and will be judged on it unfairly.
See which building types and delivery methods you rank for.
Five questions, no call required. We check your building types, your delivery methods and the markets you bid in, then send back where you sit and who is above you.
Month to month · No contracts · Setup fee waived · Dedicated account manager · No ranking guarantees