Construction Company Website Brief Template
Construction websites win work on trust, project portfolio, and how easy it is to start a conversation. This brief template covers portfolio architecture, services, lead capture, and the local SEO that drives the right enquiries (and filters out the wrong ones).
Best for: Agencies scoping a website for a general contractor, builder, remodeler, or specialty trade business.
Why this brief matters
- Portfolio depth and photography quality decide most enquiries — design polish is secondary.
- The 'right enquiry' problem is real — without service and budget gating, the team drowns in unqualified leads.
- Trust signals (insurance, licences, certifications, awards) belong above the fold on every key page.
- Local SEO with service-area pages drives most organic leads.
What every construction & trades brief must cover
1. Portfolio & project case studies
Filterable by service, location, budget band, and style. Each project needs hero photography, scope, timeline, and ideally a client quote.
2. Services & specialisations
One page per major service (new builds, extensions, renovations, fit-outs, commercial) with what's included, typical price range, and timeline.
3. Trust & credentials
Insurance, licences, trade body memberships, certifications, awards, years in business, and team photography.
4. Enquiry gating & quote process
Lead form with project type, budget band, timeline, and location — designed to filter unqualified leads upfront.
5. Service-area & local SEO
Service-area pages for each town/county, schema markup for HomeAndConstructionBusiness, Google Business Profile, and review collection.
Sample questions to ask the client
Drop these straight into your discovery call or intake form.
- Q1.Which services are you actively trying to grow, and which do you want to filter out?
- Q2.How many past projects can we showcase, and what photography is available?
- Q3.What's your target project size — £20k extensions or £2M new builds?
- Q4.What service areas do you cover, and how many town/region pages should we build?
- Q5.What credentials, insurances, or trade memberships should appear on the site?
- Q6.How are leads handled today — who responds, in what time, with what tools?
- Q7.Should the contact form gate by budget, timeline, or project type?
- Q8.Do you need a client portal for current projects?
- Q9.What's a 'great enquiry' vs. one you'd politely decline?
- Q10.Are you targeting residential, commercial, or both?
Common pitfalls
- ×Low-resolution portfolio photography — kills credibility instantly.
- ×An open 'Get in touch' form with no qualifying fields — 80% of enquiries waste the team's time.
- ×One generic 'Services' page — every service page is an SEO opportunity left on the table.
- ×Forgetting to publish trade memberships and insurances above the fold.
KPIs to align on
- ✓Qualified enquiries per month
- ✓Average project value
- ✓Cost per qualified lead
- ✓Service-area rankings
- ✓Time to first response
Frequently asked questions
What should a construction company website brief include?
Portfolio architecture and photography plan, services and specialisations, trust and credentials display, qualifying enquiry form, service-area and local SEO plan, and the lead-quality criteria the site is being optimised for.
How important is portfolio photography for a construction website?
It's the project. A polished site with weak photography converts worse than a plain site with strong photography. Budget a photographer for the top 6–10 projects before launch if needed — it pays back in the first month.
Should the enquiry form ask for budget?
Yes — a budget band (not exact figure) on the form cuts unqualified enquiries by 50–80% without harming conversion of serious leads. Frame it as 'helping us match you to the right project lead'.
How many service-area pages should a construction site have?
One per town or region you actively serve, with locally relevant content (project examples in that area, mentions of planning rules or local authorities). Avoid duplicate 'thin' pages — Google has cracked down on those.
Run this brief for your next construction & trades client
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