Module 11

Builders & Construction

This quick-start guide covers Google Business Profile optimisation for builders, general contractors, and construction businesses. From small renovation jobs to full house builds, here's how to get found by customers.

Your Setup Priorities

What to do

Focus on these elements first for building and construction.

Step by step

  1. Portfolio is everything. Customers want to see your work. Photos are more important for builders than almost any other trade.
  2. Define what you do. "Builder" is broad. Be clear about your specialisation — extensions, renovations, new builds, loft conversions.
  3. Reviews carry huge weight. Building work is expensive. Customers research extensively. Strong reviews are essential.
  4. Service area matters. How far will you travel for jobs? Set this realistically.
  5. Credentials and insurance. FMB membership, NHBC registration, public liability insurance — these reassure customers.

Recommended Categories

What to do

Choose categories that match your main services.

Step by step

  1. General builders — Primary: General Contractor or Building Firm
  2. Extensions specialist — Primary: Home Builder or Building Firm, Secondary: Room Addition Contractor
  3. Loft conversions — Include: Attic Conversion Service
  4. Renovations — Primary: Remodeling Contractor, Secondary: Home Improvement Store (if applicable)
  5. Other relevant categories: Bricklayer, Masonry Contractor, Roofing Contractor, Carpentry Service, Groundwork Contractor.
  6. Be specific to your strength. If you mainly do extensions, lean into that rather than being generically "builder".

Services to List

What to do

List all building services you offer.

Step by step

  1. Major projects: House extensions, Loft conversions, Garage conversions, New builds, Barn conversions, Basement conversions, Annexe builds.
  2. Renovation work: Full house renovations, Kitchen fitting, Bathroom fitting, Property refurbishment, HMO conversions, Period property restoration.
  3. Structural work: Structural alterations, Load-bearing wall removal, Underpinning, Foundations, Retaining walls.
  4. External work: Driveways, Patios, Garden walls, Fencing, Landscaping.
  5. General building: Brickwork, Blockwork, Roofing, Carpentry, Plastering.
  6. Project management: Full project management, Planning application assistance, Building regulations.

Photos That Work for Builders

What to do

Your portfolio is your most powerful tool. Show it off.

Step by step

  1. Before, during, and after sequences. The transformation is powerful. Show the original state, the construction process, and the finished result.
  2. Completed projects. Finished extensions, converted lofts, renovated kitchens. Professional-looking final results.
  3. Different project types. Show variety if you offer it — extensions, conversions, renovations, new builds.
  4. Quality details. Close-ups of quality brickwork, neat finishes, quality materials. Shows pride in workmanship.
  5. Team at work. Your team on site, working professionally. Shows you have a proper operation.
  6. Satisfied customers (with permission). Homeowners happy with their new extension.
  7. Aim for 30-50 photos. Cover multiple projects to show range and consistency.

Getting Reviews as a Builder

What to do

Building projects mean fewer but more valuable reviews.

Step by step

  1. Ask at project completion. When handing over a finished project and the customer is delighted, that's your moment.
  2. Explain the value. "We rely on recommendations and reviews. If you're happy, a Google review really helps other homeowners find us."
  3. Make it easy. Have a card or follow-up email with your review link ready for project handover.
  4. Ask for specific mentions. "If you could mention the extension and how the project went, that really helps."
  5. Quality over quantity. Detailed reviews describing the project are more valuable than short generic ones.
  6. Every project is an opportunity. Even smaller jobs can generate reviews. Don't only ask on big projects.

Q&A to Seed

What to do

Pre-populate these common customer questions.

Step by step

  1. "Do you handle planning permission?" — Explain your involvement with planning applications.
  2. "Are you insured?" — Confirm your public liability and employer's liability coverage.
  3. "Do you provide a written quote?" — Explain your quotation process.
  4. "How long does an extension typically take?" — Give realistic timeframes.
  5. "Do you manage the whole project?" — Explain whether you coordinate all trades.
  6. "Do you do smaller jobs?" — Clarify your minimum project size if applicable.
  7. "Are you FMB members?" — Mention your trade body memberships.

Priority Citations for Builders

What to do

Get listed on these platforms.

Step by step

  1. Federation of Master Builders (FMB) — If a member, ensure listing is current.
  2. Checkatrade — Important for domestic building work.
  3. MyBuilder — Good for getting quoted on projects.
  4. TrustMark — Government-endorsed quality scheme.
  5. Which? Trusted Traders — High trust for consumers.
  6. Houzz — Important for renovation/design-focused work.
  7. Bark — Lead generation platform.

Builder GBP checklist: