To win both work and hires with a construction company website, build two separate entry points. Show prospective clients your project examples and the work you can handle; show prospective applicants what the job involves and what the people are like. Project examples serve as shared material that conveys your company's skill to both audiences.
A construction company website has two kinds of visitors
People who open a construction company website fall broadly into two groups.
- People who want to commission work (private clients, corporate purchasing staff, prime contractor representatives)
- People who want to work for you (new graduates, experienced workers, people considering a career change)
These two groups want to know completely different things. Prospective clients want to know whether your company can be trusted with their project. Prospective applicants want to know what kind of sites they would work on, with what kind of people, and in what kind of working style.
If you cram both sets of information onto the top page, neither group reaches what they came for. So place two entry points side by side on the top page, each leading to pages aimed at that group.
The entry point for winning work rests on two pillars: project examples and the work you handle
For prospective clients, the most convincing material is the work you have completed in the past. Project examples with photos convey your skill far better than a company description.
Include this information in each project example
- Type of work (new construction, renovation, exterior work, public works, etc.)
- Photos of the finished result and photos taken during construction
- An overview such as the scale and floor area of the building
- The construction period
- The background to the request and the points you worked out
Writing item 5 is what reveals how you differ from other companies. If you write it as "we heard this concern and solved it this way," clients with the same concern will feel you are talking about them.
Before publishing information that identifies an individual, such as a client's name or address, obtain their permission. If permission cannot be obtained, publish only an outline of the work.
List the types of work you can handle
List the types of work you handle, such as "housing," "retail," "factories" and "public works," and link each one to the relevant project examples. If visitors find the work they want done, that can lead straight to an enquiry.
Offer both a phone number and a form as entry points for enquiries. Since the job often means being out on site, it is helpful to state the hours you take calls next to the phone number.
The entry point for recruiting shows the work and the people
Prospective applicants do not decide on a job listing alone. They want to know the atmosphere of the company, what the sites are like, and what their future colleagues are like.
A recruitment page should cover these six things.
- The positions you are hiring for and what the work involves
- A typical day (from the morning meeting to clean-up)
- Staff profiles (why they joined, what they do now, how it went for those who started with no experience)
- Training and support for obtaining qualifications
- Conditions such as days off, working hours and a guide to pay
- How to apply
Include photos with the staff profiles in item 3. Showing people at work on site conveys their character far better than the text of a job listing.
Recruitment videos are also effective. Showing the work and interviews with current staff on video conveys the feel of a site that text alone cannot. Videos can be embedded and published on your website.
Post job openings in a form that also appears in search
Job listings can appear in Google's job search feature (Google for Jobs) in search results. To appear there, the job information must be written as structured data (JobPosting) in a set format.
People looking for work do not necessarily search by company name. They search by job title and job content, then choose from a list of openings. If your opening appears in that list, people who have never heard of your company can see it.
To add structured data, you write the job title, job description, work location, employment type, salary range and so on as separate, predefined fields. This can be built into the recruitment page during website production.
A page structure that wins both work and hires
Here is a list of the minimum pages you need.
| Page | Main audience | What to include |
|---|---|---|
| Top page | Everyone | Company strengths, plus the two entry points for work and hiring |
| Project examples | Prospective clients | A list of projects with photos, plus a detail page for each one |
| Work we handle | Prospective clients | Types of work and the process for each |
| Company Profile | Everyone | Basic company information and a message from the president |
| Recruitment | Prospective applicants | Positions available, a typical day, conditions |
| Staff profiles | Prospective applicants | Interviews with current staff, photos |
| News | Everyone | Scenes from the site, reports on new projects |
| Contact | Prospective clients | Phone and form |
Use "News" for updates from your sites. Posting photos of groundbreaking or framing shows that the company is active, and it builds up new pages in search results as well.
Common mistakes on construction company websites
Too few project examples, or old ones
If there are only a handful of examples and the last update was years ago, visitors start to wonder whether you are still in business. Even with a small number, what matters is adding new projects regularly.
Photos that are small or dark
Choose photos that show both the building as a whole and the details you put care into. Even photos taken on a smartphone work fine if you shoot during daylight hours and keep the frame level.
A recruitment page that is just the job listing again
Information on pay and days off alone does not show how you differ from other companies. Add the voices of your staff and scenes from the site.
Hard to read on a smartphone
People working on site usually apply from a smartphone. Always check that the phone number can be tapped to call and that the form is easy to fill in.
Updates stop
It is not unusual for a website to be left untouched for years because updating it becomes a burden. Choose a setup that reduces that effort at the production stage.
How to judge
Here is where to start, depending on your situation.
| Situation | What to build first |
|---|---|
| Fewer enquiries about work | A project examples page and a list of the work you handle |
| Unable to hire | A recruitment page and staff profiles |
| Struggling with both | A minimal setup: two entry points on the top page, project examples and recruitment information |
| You already have a site but get no response | Review the photos and writing in your project examples |
Whichever you start with, raising the quality of your project examples is the first step.
At Merci Ltd., our creators spend their time identifying your strengths, planning how to present them, and designing. Coding into WordPress is handled almost entirely by AI, so that time can go into design and planning instead. After launch, you can publish project examples and news simply by asking us via chat or LINE.
An example of how to write up a single project
Writing project examples in the following order makes them easy for readers to follow.
- Heading (the type of work and the background to the request in one line; e.g. "A renovation of the water fittings in an older home, rethought starting from the insulation")
- Project overview (type, scale, duration)
- Background to the request (what concerns the client raised)
- Points you worked out (decisions made on site, the materials chosen and why)
- The finished result (photos and the client's comments; publish comments as written, with the client's permission)
Being able to write item 4, "points you worked out," is your company's strength. Putting into words what you considered and decided on site makes you more likely to be chosen by people planning similar work.
Sample questions for staff profiles
Staff profile pages are easier to write if you build them around answers to the following questions.
- Why did you choose this job?
- What worried you most when you joined?
- What is your favourite time of the day?
- When have you found the work most rewarding?
- What would you like to say to people joining in the future?
Use the answers in the person's own words. Polishing them into perfect prose strips out their character. For photos, prepare one of them working on site and one that clearly shows their face.
A guide to how often to update after launch
The best approach is one you can keep up without it becoming a burden.
- News posts about your sites, once or twice a month
- One project example each time a job is completed
- Review the recruitment information whenever the details of an opening change
Taking photos on site with your smartphone as you go makes updating much easier later.
FAQ
There is no set number. Start with a careful selection of projects you are proud of, then add to them each time a job is completed.
One approach is to publish only an outline of the work, leaving out anything that identifies the client. If you are unsure, it is safest to confirm in advance whether the project may be published.
Yes. If hiring is the urgent issue, one option is to build the recruitment page first and add project examples later.
You need a page with the job information written in a structured data format. This can be built in during website production.
After launch, we update text and images for you; just send us a request by chat or LINE. You can also make updates yourself.
Talk to us from the design stage, with both work and hiring in mind
A construction company website can serve both purposes if you build it around project examples, with separate entry points for prospective clients and prospective applicants.
From identifying your strengths to creating design proposals and handling updates after launch, we take care of the whole website production process.
