Whats the best way to do SEO for General Contractors: Get Found, Get Chosen, Get Hired

If you're a general contractor and your website is just sitting there, looking good but doing nothing — you’ve already got a problem.

Your next client is searching online right now. They’re looking for someone with your skills. They’ve got a timeline, a budget, and a job to get done. But if you don’t appear in the search results when they’re ready to hire, you're not even in the running.

This is where SEO for general contractors becomes absolutely essential.

This isn’t about generic blogging or chasing trends. It’s about making sure your business is visible, trusted, and easy to choose. SEO, when done properly, brings qualified traffic to your site, builds authority, and helps turn clicks into contracts.

Let’s walk through how to do it right.

Why SEO for General Contractors Actually Matters

Most people aren’t searching for “a builder” in general terms. They’re being specific. They’re typing in things like:

• “kitchen remodel contractor near me”

• “licensed general contractor in [city]”

• “home extension specialist for period properties”

They’re looking for someone who solves their specific problem — not a vague list of services or a one-page website with a phone number.

That’s where SEO comes in. It connects what they’re searching for to what you actually do. When done properly, SEO:

• Gets your business ranking on both Google Maps and organic results

• Brings in leads who are actively ready to hire

• Builds trust through content and structure

• Works around the clock, even while you’re on site, not selling

Step One: Nail the Structure of Your Website

If your website is just a homepage, a few images, and a “Contact Us” link — you’re not even close.

Your site needs to be structured with purpose. Every page should reflect a real service or location that potential clients are actually searching for. Here’s what that looks like:

A separate page for each major service you offer (e.g. kitchen renovations, garage conversions, loft extensions, commercial fit-outs)

• Dedicated pages for each location or area you serve (e.g. “General Contractor in Chelmsford” or “Basildon House Extensions”)

• Case study or portfolio pages that walk through past projects in detail — what the brief was, what the outcome was, and how the client benefited

• A proper contact page with a form that’s easy to find and simple to use

Every single one of these pages should be optimised for a clear, specific keyword. If someone’s searching for “kitchen extension in Brentwood” — you want a page that speaks directly to that, and is set up to rank for it.

Yes, You’re a General Contractor — But You Need to Get Specific

One of the biggest mistakes contractors make is trying to say too much in one place. They call themselves a general contractor, list a dozen services on one page, and assume people will just get it.

But Google doesn’t rank broad. It ranks specific.

If you offer things like:

• Kitchen renovations

• Planning consultancy

• Heritage restoration

• Loft conversions

• Commercial builds

… then each of those needs its own dedicated service page.

That means:

• A unique URL like /kitchen-renovations-essex

• A clear H1 and meta title that includes the keyword

• Real photos, testimonials, and proof relevant to that service

• Supporting content like FAQs and blog posts that link back in

When someone lands on your site, they shouldn’t have to figure out whether you can help them — it should be immediately obvious that you specialise in exactly what they need. That’s not just better for SEO — it’s better for sales.

Step Two: Say What You Actually Do (All of It)

This part’s often overlooked, but it’s a game-changer.

You probably do more than you’re currently saying. Maybe you help with planning permission drawings. Maybe you manage subcontractors. Maybe you handle listed buildings and understand all the extra layers of regulation.

If that’s true, your site should spell it out clearly.

Don’t make potential clients guess. Make it obvious, and structure your content so that Google and your customers both understand exactly what you offer, and how to get started.

Step Three: Build Topic Authority (and Local Relevance)

Content matters — but not in a random “write more blogs” kind of way.

You want to produce content that actually supports your service pages and builds your authority in Google’s eyes.

This could include:

• Blog posts that answer real client questions (“What’s the process for a house extension in Essex?”)

• Articles that target search terms your clients use (“How much does a kitchen renovation cost in 2025?”)

• Comparison pieces that guide decision-making (“Planning permission vs permitted development — what’s the difference?”)

Each of these articles should link naturally to your service pages. Over time, this shows Google that you’re not just another business — you’re an expert in your niche, in your region.

Step Four: Show Real Proof — Not Just Claims

Anyone can say they’re the best. But what makes people believe you?

This is where social proof and visual evidence come in.

Include:

• Before and after photos

• Client testimonials (especially with a name, face, or logo)

• Case studies that explain the project from start to finish

• Any media coverage or brands you've worked with

And don’t bury it on a testimonial page. Sprinkle it throughout your service pages, portfolio, homepage, and blog content. Make trust part of your layout, not just your pitch.

Step Five: Technical SEO — Make Sure the Site Can Actually Rank

This doesn’t have to be complicated, but it does have to be right.

Your site needs to be:

• Mobile friendly and fast

• SSL secure (your URL should start with https)

• Properly structured with heading tags

• Using real, descriptive image filenames (e.g. loft-conversion-essex.jpg)

• Optimised with alt text for accessibility and Google’s image indexing

And you absolutely need to set up and optimise your Google Business Profile. That’s what helps you show up in the local “map pack” — one of the most valuable spots in search.

Step Six: Get Backlinks the Right Way

SEO isn’t just about what’s on your site. Google also looks at what other sites say about you.

That’s where backlinks come in. The key is to earn links from relevant, trustworthy websites.

Here’s a simple tactic:
Go to Google and search:
“write for us” + construction or “write for us” + home renovation

You’ll find blogs and trade sites that accept guest content. Write a helpful, well-written article (like “5 Mistakes to Avoid During a House Extension”) and include a natural link back to your site. Over time, this strengthens your authority and improves your rankings.

SEO for General Contractors: Quick Checklist

• Keyword-optimised service pages
• Location-specific pages targeting your core areas
• Fast, mobile-first design
• Google Business Profile set up and verified
• Case studies, testimonials, and visual proof of your work
• Blog content that supports services and builds authority
• Internal links between related pages
• Backlinks from industry-relevant websites

SEO isn’t just for big ecommerce brands or international companies. It’s for local trades too — and it works.

If you’re a general contractor with real skills, real results, and a strong reputation, SEO helps you turn that into visibility — and visibility turns into leads.

And not just more leads — better ones.
The kind that already trust you. The kind that are ready to hire.
The kind that are looking for exactly what you offer.

So don’t leave your website sitting silent. Build it with structure. Write it with strategy. Make it work for you — even when you're up a ladder.