Google Reviews are necessary but not sufficient for builder and contractor websites. The serious prospect — a homeowner planning a £40k extension or a developer choosing a main contractor for a refurb — checks more than your star rating.
What serious prospects check
Three categories, in order:
- Verifiable credibility — registration with trade bodies (FMB, NHBC, Trustmark, FAS, CHAS), insurance, named directors with photos
- Project depth — real photos of recent work, ideally with project context (sector, scope, location, timeline)
- Process clarity — what happens after they request a quote, how long things take, what they can expect
The 4.8-star Google rating is table stakes. It gets you onto the shortlist. The above is what wins you the project.
Project case studies
The single highest-ROI content type for builder websites. Each case study should cover:
- The property type and scope of work
- Before photos
- During photos (the messy reality, not just glossy finishes)
- After photos
- Approximate timeline and any disruption mitigation
- Approximate budget band (without exact figures unless client-cleared)
- A short testimonial from the client
Aim for at least 6-8 case studies covering the main types of work you do. Domestic vs commercial, small vs large, sympathetic refurb vs new build extension.
Trade body credentials
UK construction has a thicket of trade bodies. The ones that actually move conversion:
- FMB (Federation of Master Builders) — strongest signal for domestic
- NHBC / Premier / Checkmate — new build warranty providers
- Trustmark — government-backed standard
- CHAS / SSIP / SMAS — health & safety for commercial work
- CITB-certified — training compliance
- Constructionline — main contractor pre-qualification
Display logos with linked verification where possible.
Specialism signalling
Generic "builder" websites lose to specialists. If you focus on:
- Period and listed building work
- Energy-efficient retrofit and Passivhaus
- Extension specialists with planning expertise
- Loft conversions
- Commercial fit-out
Lead with the specialism. The market reward for being identifiably specialist is significant.
Quote process
A quote request CTA is the obvious primary action. But the secondary should be: "what happens when you click this button?"
Explain on the page:
- We'll respond within X working days
- We'll arrange a site visit at your convenience
- We'll provide a written quote with timeline and milestones
- We don't charge for quotes on standard residential work (or whatever your actual policy is)
That transparency outperforms generic "Get a free quote" buttons by a wide margin.
Health and safety / Insurance
For commercial prospects in particular, evidencing competence around health and safety is essential.
- CDM 2015 compliance
- Public liability cover limits
- Employers' liability
- Professional indemnity if applicable
List these clearly.
Domestic prospects care less about the specifics but check that you mention insurance at all. Many residential builders don't, which raises suspicion.
What you can skip
- Stock photos of generic construction sites
- "Family-run business" copy without specifics
- Vague "quality workmanship" claims
- Carousels of unrelated past work
Common mistakes
- Showing photos without project context — a beautiful kitchen photo without explanation tells the prospect nothing
- Hiding behind a phone number when prospects want to research silently first
- Pricing not even loosely indicated, so prospects can't tell if you're affordable for their job
A note from the Bloomorbit studio
We build websites for UK contractors and builders from our Cardiff studio. £799 starter for trades doing residential work, £1,999 professional tier for builders with commercial pipelines or specialist focus. Get a free 5-point audit and we'll tell you exactly where your current site is losing you quotes.