By their own admission, excellent builders aren’t always brilliant building and construction writers. Even if they are, they're often strapped for time to create the copy their website or other marketing materials need. Don’t worry! If you’re too busy with roofing – or another delivery from Travis Perkins – to get vital copywriting off your to-do list, I can help. It's what I do every day as a construction copywriter: crafting the words you don't have the time, specialist skills or inclination to write...
Few copywriters share my unique mix of writing experience, background in building and construction materials, and the understanding it gives me when I write for businesses like yours.
Given the fun I once had selling and marketing building products, it’s hardly surprising that I’ve continued this interest as a freelance construction copywriter. Add my marketing experience in decorative building products (including time on the Gardens Committee for the RHS Chelsea Flower Show) and I'm sure you'll appreciate my interest in copywriting for building and construction companies.
Here are some of the benefits for building and construction writing projects:
It was wonderful to see Joinery Solutions (SW) Ltd taking off during the lockdown period that the UK experienced during 2020. Business owner Joe Lancaster was extremely busy with the new venture (based in Newton Abbot, South Devon) and knew thjat he had neither the time or the writing skills to create the copy that he urgently needed to get the new website up and running.
After an initial phone consultation, I recommended thet Joe used the services of Graham Baylis (Serendipity Online Marketing near Hereford) to research and prioritise page keyword sets and joinery-related pages for the website to target.
With that accomplished, I got to work on crafting a suite of pages covering the business's offerings across timber doors and windows, bespoke furniture, joinery spraying and specialist joinery for trade, specifier and private customers. The challenge, as well as getting the right tone of voice for the business, was to incorporate an extensive range of keywords and key-phrases in a completely natural way.
On completion of the main website copywriting, I was also comissioned to create an initial suite of blog posts, followed by ongoing monthly post research and writing. As business owner Joe was kind enough to say on Google Reviews:
'Thank you Al it’s been a pleasure working with you really appreciate your help and support and will continue to do so in future many thanks.'
Buildt is an experienced quantity surveying and cost consultancy practice based in Guildford, Surrey. They work closely with developers, contractors and subcontractors in Greater London, Southeast England and beyond – to help them save time, make money and move projects to successful, profitable completion.
Like copywriting, QS work is specialised. My client is an experienced, highly-skilled quantity surveyor, but not a professional website writer. Besides, it made perfect sense for me to write to Matt's brief while he focused on developing his business. So that's what I did. He had clear ideas about how to present the business, so I listened carefully, considered the challenge, then crafted copy to lift Buildt above the 'corporate speak' that's so frequent in professional services.
Imagine my delight when Matt at Build sent me this email message:
'A comment from a marketing guy who has looked at my website: "One thing I would say is that having looked at it in a little more detail, your website is extremely well written. I really like the way it’s phrased – a lot of the big firms out there could learn a lot from that copy." Thought you’d appreciate it.'
Indeed I do. If you need a talented, very experienced, QS in Southeast England, contact Matt. To lift your building and construction industry website or brochure copy above the groundswell of 'corporate speak', contact me today!
JML Property Maintenance is, as the business name suggests, a long-established property repair and maintenance firm operating in the Torbay area of South Devon. As part of an extensive website makeover, I was briefed to write new copy and edit existing text covering a wide range of services that JML offers. This involved writing extensively about the following topics:
Carpentry & Joinery
Painting & Decorating
Plastering & Rendering
General property maintenance
As is so often the case, after being briefed by the business owner and receiving researched page keyword sets, I quickly created copy to reflect the range and quality of services that JML has been offering its Devon customers for the last couple of decades.
Working with Devon-based online marketing specialists, Craythorn Consultants, I crafted engaging online articles for a London-based firm of surveyors.
When I worked for long-established Bristol property restorers and convertors Stone BCI, it was through Website designers and software developers Newicon, who are also Bristol based. The work involved writing content and editing draft copy for a new website and associated project case studies. Read more
I first wrote for Cheltenham-based John Parry Limited through MA Design, before moving to a direct relationship. Having an understanding of property and construction helped enormously when I wrote and copy-edited content for the new John Parry website. Being familiar with the field, I was able to work quickly with minimal client input to create a large optimised page set that gave the site instant online impact.
Although many clients initially find me through my website, I'm fortunate to enjoy a high level of repeat business as well as projects that come on recommendation and through business networking. Sometimes, I even work as construction copywriter for the same organisation (at different times) through different clients. This was the case with Cheltenham-based Spatial Structures. First it was SEO website copy via MA Design; later, sales letter writing for Prestbury Marketing.
Another client was Gloucestershire-based builder and property restoration specialist Willison Construction for whom I worked on website copywriting for a new company website as well as a Cheltenham, Gloucestershire-based bespoke joinery business.
As with so many clients, the search engine optimisation on my own website led to an enquiry from Sash Windows London – and more SEO writing on a suite of pages for this specialist window and bespoke joinery business.
When Cheltenham's Cotswold Fibreglass Roofing urgently needed a new website, I was able to help. Having just launched their business as a TOPSEAL approved installer, my client urgently needed a content-rich site to engage prospective customers and channel them into the sales funnel. Based on researched page keywords sets from Great Position!, I quickly created the required copy, including a homepage, landing pages and frequently asked question (FAQ) pages.
From steel-framed membrane construction to screw piling, writing for building and construction has reminded me how interesting and varied this sector is. And, of course, the difference creative, benefit-packed SEO copywriting can make when new and established businesses must differentiate themselves.
Above all, writing for these organisations and others demonstrated the value of hiring in skilled freelance copywriting capability to get copywriting off your to-do list. Time and time again, I get to work at what I do best, which frees my clients (and theirs) to get on with what they do best while I write.
As Midlands-based Arden Construction discovered on a new website, why tie-up senior management to do SEO copywriting when an experienced construction copywriter like me can do it better and faster?
As Arden Construction's Jason Brill wrote afterwards:
'Just a quick note to say thank you for recommending the input of Al Hidden during the copywriting for our website that MA design are currently creating for us. When the copywriting element of the website was required, initially we thought this would be something we could carry out in house, although you had suggested that it was possible to use Al Hidden’s services and that he was very good. However when we came to complete this work we soon realised that we would need help!, as this is not an easy task to complete in a professional manner. We also had reservations as to whether Al could capture all the information he would require in our two hour meeting, and therefore we would have to have a series of meetings, which would take up valuable time. As soon as we were in contact with Al and made the arrangements to meet and discuss our requirements the whole process from initial meeting to receiving the ‘finished’ article was smooth, worry free and refreshingly Al delivered against every target date that we set. This allowed us to concentrate on our busy workloads. We would have no hesitation in recommending without reservation Al Hidden’s services to any of MA Designs existing or future clients.' – Jason Brill, Health & Safety Manager, Arden Construction Ltd
Before interior or exterior works can start, someone has to design the structure and its interior. That demands high-quality product selectors, such as the encyclopedic volume that Mosaique Design created for Karndean International. I was responsible for writing benefit-led section introductions and product descriptions for the numerous Karndean ranges featured in the guide.
Whether you’re a small Gloucestershire builder or a major construction materials firm, my copywriting skills and industry experience can add value to your online or offline marketing materials – while you get on with the work you do best.
Do you operate in building products, civil engineering or construction? Are you struggling to get vital copywriting off your to-do list and out into the market? If so, I'm an experienced construction copywriter who can help.
'Engaging copy...more web enquiries...excellent results...pure genius as always.' – see what my clients say
Projects for clients facing similar copywriting challenges to you – read more
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