Web Marketing is becoming increasingly important in companies’ customer acquisition strategies and affects all sectors. The construction sector is obviously not spared. In this special report “construction sector” we will see how to set up a web marketing strategy adapted to the construction sector but above all: adapted to your budget!



Whether in the construction sector or any other sector, web marketing is above all the way you will communicate on the web in order to present your service offer and differentiate yourself from your competitors.

It is therefore important to pay particular attention to what your most serious competitors are doing. It is interesting to analyse the web marketing actions of the leaders in the construction industry, but it is especially important to “swim where you have your feet” by comparing yourself with competitors of your size. Indeed, the web marketing resources of the big names in the construction sector may not be the same as you, but that doesn’t mean you can’t stand out.

You have understood this, so the first step is to understand how those who “communicate well on the web” do it. First analyse their website, how it is designed, how the company communicates its information, the services offered, etc. Then make a comparison between your different competitors but also with you. The most difficult part of this exercise is to remain objective.

Indeed, it can be tempting to say “this company writes anything, my services are much better etc.“. “». Keep in mind that you are not really there to look for weaknesses (even if it is important to know them) but the strengths of your competitors! What interests us at this stage is to understand how they went about setting up their web marketing strategy. They may not be as good as you in terms of service quality, but they are currently attracting customers who could contact YOU!


Google Enterprise is the free tool available to companies to allow them to have a detailed listing that appears in Google results when people type your name.

As you can see, Google allows us to provide a lot of information that will be very useful to your customers: the name of your company, its address, its phone number, its opening hours, the services you offer but also the opinions that other customers have left you.

This last point is particularly important because it shows your potential customers what your current customers think of you! Just like customer reviews on Amazon or any online store, customer reviews are increasingly being viewed by Internet users and their importance in the purchase (or contact) decision is constantly increasing. So you need to value your Google Enterprise page and encourage your customers to leave comments.


For those who are completely unfamiliar with natural SEO, you can visit our “natural SEO” page which will explain everything you need to know. In a few words, SEO is the positioning of your site (or rather the pages of your site) in Google’s results.

Taking care of your natural referencing has therefore become essential in the construction sector because competition is fierce. Indeed, people who are looking for a contractor will search Google and type words like “roof maintenance”, “tiler”, “interior work” etc. Therefore, not working on its natural referencing is equivalent to not existing on the web.

Although free of charge, SEO (search engine optimization) is still a tedious science where you shouldn’t do just anything.


When we talk about performance-based web marketing, we think mainly of Google AdWords, Google’s advertising system. For those who are not familiar with Google AdWords ads, these are often Google’s first results when you type a competitive query:

As you can see, it says “announcement” in green next to the result. This means that the company that appears here for the “general contractor” query pays Google to get this ranking. The payment system is based on “cost per click”, which means that you only pay if people click on your ad. You are therefore almost certain to attract only those people who are potentially interested in your services.

This web marketing practice is widely used in the construction industry and brings an incredible number of customers back every day to those who use this system effectively. However, keep in mind that this system is not free and can be expensive if you do not master it. For more information on Google AdWords, you can visit the Instaon website and more specifically their page dedicated to the construction sector by clicking here.


The analysis of web marketing results (web analytics) is often the most neglected step by companies. Indeed, companies invest very large sums in web marketing but are not often able to say whether the actions they have undertaken have really paid off. They often have a vague idea of whether “it works” or not for them without being able to give an exact figure concerning their real return on investment.

It is therefore extremely important that you put in place the right monitoring tools before you even launch your web marketing campaign. This will allow you to track your performance in real time (number of calls received, contact forms completed, visits to your site, average time spent on your site, pages visited etc.). The first tool to configure is Google Analytics (free and very powerful).

Again, feel free to call on our experts if you need assistance in creating and configuring Google Analytics. We can even offer you training if you want to manage your web marketing campaigns independently.

Choose a construction company

Before choosing a construction company, you must be well informed.

Ask for documentation from the companies you have selected and possibly visit a house or control apartment. Also take the time you need to visit at least five reference addresses of construction sites and customers who have built with this company.

Finally, you will be able to carry out an in-depth analysis of at least three companies and request their specifications, an offer and a contract. First read the specifications carefully. Most construction companies have quality specifications, but there are also many incomplete or even incorrect specifications.

Check carefully what is included in the price offer and what is not. Who is responsible for levelling the building land or evacuating the excavated soil? Who pays for water and electricity consumption during the work? What about the security coordinator’s fee? Practical, the “Might as well know” checklist (chapter “Specifications”) will be of great help to you in this case.

Another way to avoid supplements is to thoroughly examine and discuss in advance (absolutely!) the solution chosen for the foundations and the desired finish and put everything in writing.

In any case, do so before making a firm decision about distribution, materials, execution and finishing.

The more your choices are definitively decided in advance, the fewer financial surprises you will have afterwards.