Commercial Construction. Messaging and Content System (B2B)
Audience: retail and restaurant operators, development teams, owners’ reps, rollout leads.
Where it was used: website, plus guidance for using LinkedIn as a proof and trust channel.
Goal: make the firm understandable in one scan. Add proof. Create a clear path from “What do you do?” to “Talk to you.”
What I audited
Homepage clarity: the site looked credible, but the “what you do and why you” story only became clear after scrolling.
Proof and storytelling: projects were mostly a gallery, not case stories.
Navigation and flow: pages did not guide users forward, and CTAs were generic.
Content structure: services were listed, but not explained in buyer language, and with little evidence.
SEO basics: missing keyword-driven H1s, page hierarchy, internal linking, and scannable structure.
UX writing and page structure decisions
Reframed services around buyer problems and outcomes, not labels. Connected each service to evidence through internal links to case stories.
Defined a case story format so every project could be understood quickly: client context, challenge, decision, outcome, plus filters by sector, type, and location.
Fixed CTA language so buttons and forms felt human and contextual (not “Submit”), and so each page had a clear next step.
Added “scan logic” to long pages: strong headings, tight sections, and optional jump links where content is long.
SEO and content architecture
Set page rules the team can follow without guesswork: one clear H1 per page, clean H2/H3 hierarchy, and metadata patterns.
Built an “AI friendly” structure without stuffing: FAQs on key pages, descriptive alt text, and internal linking that connects services, industries, projects, and insights.
Outlined an Insights hub approach so the brand can publish a small, steady cadence (even quarterly) and still build credibility.
Competitive and “admired site” benchmarking
I compared how stronger construction brands present trust online, then translated those patterns into actionable site moves:
Outcome-first positioning on the homepage.
Sector-based navigation (retail, restaurant, healthcare).
Case studies written as stories (Challenge → Solution → Results).
People and culture made visible through real photos, quotes, and values shown through actions.
Cleaner layouts with repeated, consistent CTAs.
What I shipped
A website audit with prioritized recommendations across homepage, services, projects, about, contact, and content.
A case story template and library structure (including filtering logic).
A UX writing and conversion checklist for CTAs, forms, and page flow.
An SEO implementation guide for headings, metadata, FAQs, internal linking, and content layout.
A benchmarking report with patterns and examples the team could apply.
Outcome
A single, repeatable system for presenting the firm online: clearer positioning, stronger proof, and a site structure that supports both trust and search discovery. The roadmap made next steps concrete, including what to rewrite first and how to keep content consistent over time.
