Website for construction companies: presenting references the right way

Architects, general contractors and private builders ask themselves the same question before enquiring: has this company done something like this before? A website with well-presented references answers it before anyone picks up the phone. Nevertheless, many construction companies hide their best projects in an uncommented image gallery.

Gallery or project page?

A gallery with lots of photos without context shows that you work, but not what you can do. A project page, on the other hand, tells a short story: starting point, task, implementation and result. Even five good project pages have a stronger effect than a hundred images without a description.

What belongs on a good project page

• A meaningful title with trade and location, e.g. “Drywall for a medical practice in Münster”.
• Key data: project type, area, construction time, type of client.
• The task and what was special about it, e.g. a tight schedule, ongoing operations or sound insulation.
• Photos of the result and, if possible, of the construction process.
• A quote from the client, if they agree.
• A link to the matching service page and to the enquiry form.

Two target groups, two entry points

Private builders want to know what a conversion costs and how the process works. Commercial clients look at capacity, reliability on deadlines, credentials and contacts. Dedicated entry points for both groups, with suitably selected references, address each target group directly. For Gashi Montagen, for example, we prominently placed figures such as more than 90 stores served for a large retailer, because they convince commercial clients immediately.

Photos without a photographer

Many good reference photos are taken with a smartphone. A few rules help: shoot in daylight, tidy site, straight lines, several perspectives and before-and-after shots from the same position. For special projects, half a day with a photographer is worthwhile.

Make credentials visible

In addition to references, formal credentials count. What matters in which country:

• Germany: master craftsman business, chamber of crafts, prequalification for public contracts, certificates.
• Austria: master builder or trade licence, work according to ÖNORM, WKO membership.
• Switzerland: work according to SIA standards, membership of the Swiss Master Builders Association or trade associations.

References and Google

Project pages with trade and location in the title are found for searches like “drywall Münster” or “conversion Linz”. Together with service pages per trade and a clearly named service area, this creates a website that scores with Google and with clients.

Obtain consent

Ask clients before publishing names, photos of interiors or quotes. For private clients, it’s better to leave out exact addresses. Most commercial clients agree when asked.

Our page Websites for construction companies shows what a construction website with these building blocks looks like.