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Freshen Up Your Stale Construction Website Content

August 13, 2019 by Brian Fraley

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(Originally published on the CONEXPO/CON-AGG Blog)

It’s important to keep your website up to date as a heavy construction company regardless of how you win new business. An outdated website diminishes your ability to get found on the internet, makes you look careless to visitors, and will hurt your business as a result.

Getting Found on the Internet

It’s difficult to think of a company that wouldn’t benefit from being found on the internet. There are even arguments to be made as to why low bid contractors should care about search results.

Google controls more than 90 percent of website search, so your focus should be on appearing on the first page of search results. What exactly does it take to show up on the first page of Google?

No one knows for sure because Google never reveals how the algorithm that ranks websites functions. The consensus is that it wants current and relevant website content, quick loading speed, unbroken hyperlinks, and ethical SEO (Search Engine Optimization) tactics. SEO is still a factor, but not as much as it once was so keep using your relevant keywords responsibly.

Like a Brochure, But Better

Remember your old brochure? It was probably never completely up to date because your marketing budget and the speed of change at your company never saw eye to eye.

Your website is the new brochure and it’s a lot easier and more cost-effective to update. Click To Tweet Most importantly, the public face you show is constantly accessible to others. Let that sink in for a moment. In today’s world, a stale website will leave visitors assuming the worst about your business.

There are countless reasons your customers and prospects might visit your website. An owner might want to check out your work or your team to determine whether to add you to a bid list, for example. What they find on your website is gospel because if they don’t see what they want, the search will most likely stop there.

The internet search is the new phone call. Most of us now conduct online reconnaissance before engaging. Click To TweetThe quality of your website, which includes whether it’s current, is now a determining factor on whether you even get the phone call. Don’t believe the narrative that this is next generation behavior; even senior citizens are comparing website quality to pick residential contractors.

Which Construction Website Content to Update

Do you have the ability to update your website? In other words, can someone at your company physically log in and make changes? You would be surprised how any heavy construction companies don’t.

A common scenario is that the website was designed long ago, in the days before Content Management Systems (CMS) like WordPress existed, when code had to be changed. You had to pay a designer for every change. If your website is that old, it’s time for a redesign and a CMS.

So which website content should you update? Think about your website content in two categories: copy and images. Both should be current. Commit to doing a thorough sweep of your website at least once quarterly to scan for outdated content.

On the copy side, a blog/news page where you include new projects, equipment, hires, technologies, services, upcoming events, etc. is an ideal way to create fresh content. It’s also a smart idea to add or remove pages and update copy to reflect changes within your operation.

Images have a longer shelf life than copy. The big offender on many construction websites is outdated project photos and former employees. Outdated images can be even more damaging than text because visitors are even more likely to see photos than they are to read copy. Click To Tweet

Your company website is your most valuable marketing asset in today’s world. Keep it current and you will generate leads and new business. Let it grow stale and you will achieve exactly the opposite.

Read the Article on the CONEXPO/CON-AGG Blog

How often do you update your website? Have you seen any evidence that it improves your search results?

Need help building a new construction website or keeping your existing one up to date? Click here to find out how we can make it happen.

Brian Fraley Bio

Related Posts:

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  • The Best Trench Construction Photo is a Safe One
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Categories: Construction Marketing, Content Marketing, Editing, Website Design, Writing

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No Spam. No Sales Pitch. Just Ideas for Making Great Content.


We found Brian and his team easy to work with and they did an outstanding job on our website. Brian offered editorial work when needed and his team put together a great layout and format for our site. Once we decided to get serious with the content, our site came together quickly and now we have a more professional representation of Earth Engineering on the Internet. I highly recommend Fraley Construction Marketing for anyone involved in the engineering or construction industry who wants someone… Read more
Ward McMasters, P.E.PresidentEarth Engineering Inc.
Brian was there for us when we had just a few days to put together a complex proposal for a P3 bridge replacement project we were bidding that involved detailed technical and financial plans. As a contractor, we had no experience in putting together the marketing and narrative pieces that the proposal required. Brian not only walked us through the process, he helped us put together a complete and professional looking proposal. His extensive experience and knowledge of construction and engineerin… Read more
Mark EckmanPresidentJ.D. Eckman Inc.
I’d like to thank you for the job you did redesigning our website. The site is more modern and MUCH easier to navigate. You listened and brought our ideas to life.
Bob HessPresidentFaddis Concrete Products
The services Fraley Construction Marketing provided to us were top notch.  We’ve hired photographers across the country to obtain photos of our equipment in use on various job sites, but Brian’s talent shined in this particular project.  He went above and beyond, was very informative and did a great job scheduling and coordinating with the jobsite.  We are very happy with the quality of his photos!  We would be more than willing to use his services again in the future.
Gretchen TremmierSecretaryPile Hammer Equipment
Fraley Construction Marketing has taken KB’s online presence to the next level. Brian utilizes multiple social media platforms to engage with our industry and drive traffic to our website. They also manage our e-mail marketing and we anticipate many long-term benefits. Fraley is a truly innovative online marketing firm.
Mark WaltersMarket ManagerKB International
We are extremely pleased with the work Fraley Construction Marketing has done. We had a massive amount of website content that needed to be edited and written within a tight schedule and it was all done in a timely manner. Brian is a great communicator and talked me through the entire process to make sure everything was exactly to our liking. 
Caitlin KitchensCommunications SpecialistSuperior Construction
We are very happy with Fraley Construction Marketing’s services. Brian helped us get into key industry trade publications and did a fantastic job writing the story of an unconventional project we performed. His experience and understanding of the construction industry is inherent. We continue to work with Brian, whose knowledge and hard work has raised our online presence!
Kay MiluskiPresidentCompaction Grouting Services
Fraley Construction Marketing has achieved incredible results in our company’s marketing efforts. Brian has taken our social media and press releases from zero to overwhelming. This is due to Brian’s industry knowledge and exemplary communication skills. His skill and guidance have led us beyond our expectations.
Ben DuttonPresidentEquipment Corporation of America
I was looking for an effective and precise way to market my new Black Splitter log splitting products to potential customers and that’s exactly what I got with Fraley Construction Marketing. Brian exceeded my expectations by suggesting a project application story instead of a standard new product press release, and identifying and getting it published in at least six industry trade publications. I will be doing more marketing projects with Brian in the future.
Eric RansomeOwnerRansome Attachments
Brian Fraley is an asset to any business that desires a stronger emphasis on construction marketing. In the past year, Brian crafted two job stories, opening doors to more than 10 publications, including PileDriver, Piling Canada, Deep Foundations, Foundation Drilling and Pile Buck to name a few. His in-depth knowledge of the construction industry, writing and photography skills, and relationship with trade magazine editors makes collaborating on stories a pleasure and helps ECA promote the cap… Read more
Jeff HarmstonVice President - Sales & MarketingEquipment Corporation of America
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