Originally published March 21, 2023 , updated on July 10, 2024

The construction industry is considered a highly competitive industry due to customers usually getting multiple quotes before hiring somebody. Word-of-mouth recommendations and reputation have always been an important part of how companies find new work. While online searches have taken over word of mouth to some extent, reputation is still crucial. So, building a strong brand is key to success. In the past, companies often relied on word-of-mouth marketing and referrals to boost their reputation and find more jobs. However, digital marketing, especially construction content writing, is becoming increasingly important for construction businesses to stand out from the crowd.

Most people start with an online search when they need to find a construction company. So, businesses that don’t rank well on Google will struggle to generate steady work. A good content strategy can help you improve SEO and generate more traffic on your site. It’s also an excellent way of educating customers about the services you provide and helping them determine what their needs are. Furthermore, detailed, informative construction content writing demonstrates your expertise, encouraging customers to choose you over the competition.

Unfortunately, many construction companies struggle with content writing. Without a professional construction industry copywriter to assist them, they come up against common hurdles. These include difficulty explaining complex topics, time constraints, lack of digital marketing knowledge, and unoriginal content.

Let’s look at some of these challenges in more detail and consider how construction content writing solutions can help to overcome them.

1. The Challenge: Communicating Complex Topics

Construction has a lot of industry-specific jargon that the average reader might need help understanding. Your content needs to explain complex topics without relying on industry jargon, so it’s accessible to all. Construction content writers need an in-depth understanding of the terminology and the subject matter so they can create informative content.

Many companies also have issues when choosing search terms to build content around. They focus too heavily on the official industry terms, which most people do not use. 

The solution: When selecting keywords, you should focus on the terms that the general public will use. This is a good way to expand your reach and create content that provides the information that customers need. A construction content expert in SEO can help with this. 

2. The Challenge: Lack of Digital Marketing Knowledge

Most of the work undertaken by the construction industry takes place outdoors on job sites rather than in an office. Some companies may not even have an office at all. That means they are not in an environment where they can focus on online marketing. Company culture is often a reflection of the business activities too. So, construction workers may lean towards practical, physical marketing rather than digital tools.

As a result, businesses don’t always know much about digital marketing and why it’s important. It can be a challenge to communicate the importance of things like SEO and construction content writing. Without this knowledge, it is hard to write content that nets tangible results and helps you get more customers.

The solution: According to an article on LinkedIn, 85% of the population uses online search to find contractors. So, without a strong online presence and a clear SEO strategy, you are missing out on lots of potential customers. It’s vital that you learn the benefits of digital marketing and working with a construction industry copywriter. 

Professional construction content writing solutions like Goodman Lantern can help you understand the bigger picture and direct your content campaign, as well as write the content.

3. The Challenge: Time Constraints

Time management is central to the construction industry. Businesses are constantly working to tight deadlines and managing multiple projects. There are many people to manage, and there are often unexpected problems that arise during the job. The faster jobs can be completed, the more your business can earn. But you need to ensure that the quality of the work is up to scratch. 

Unfortunately, this means that most of your resources are focused on the job at hand, and you don’t have much time to generate ideas and provide information to a construction industry copywriter. When schedules are tight, content marketing is often the first thing to fall by the wayside.

The solution: This is where construction content writing solutions are so helpful. If you outsource your strategy to Goodman Lantern, we can develop ideas, do the necessary research, and write successful SEO content. This means you can focus on project management, safe in the knowledge that your digital marketing campaign is running smoothly.

4. The Challenge: Unoriginal Content

Originality is important in content marketing. You need to write unique content to bring more traffic to your site. But a lot of construction companies tend to rely on the same general content. Although it’s good to have information about basic construction jobs, you also need to find more unique, niche topics to write about.

The solution: Research is the best way to create original content. Firstly, research your audience, so you have a clear understanding of what information they are looking for, so you can write content that meets their needs. Secondly, content writers need an in-depth understanding of the industry so they can write more specific content that goes into more detail.

5. The Challenge: Poor Local SEO

Local SEO is increasingly important for businesses, especially in the construction industry. According to On The Map, 69% of digital traffic is made up of local and organic searches. When people are searching for a contractor, they usually use location-specific keywords. But many construction businesses don’t focus on local SEO enough, so they miss out on lots of potential leads. 

The solution: It can be difficult to incorporate local keywords naturally in your content. A construction content expert will know how to write local SEO-rich content that boosts rankings for geographical search terms.

Work With A Professional Agency That Offers Construction Content Writing Solutions 

At Goodman Lantern, we understand the unique challenges that construction companies face with their content writing campaigns. When implemented properly, a content strategy will help you strengthen your brand and generate new leads. But it’s a challenge to manage on your own, especially if you don’t have much experience with digital marketing. That’s where we come in.

We are an award-winning content writing service. Get in touch today to discuss how we can help you grow your business. 

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