
When I started in construction 30 years ago, word-of-mouth recommendations were gold dust for growing a business. Today's digital landscape works similarly, but instead of verbal recommendations, we're talking about backlinks - when other websites link to yours. It's like getting a digital thumbs-up from respected industry peers.
But here's the challenge: how do you earn these valuable backlinks when you're busy running a business? And more importantly, which backlinks actually matter for construction businesses?
In this guide, I'll share practical strategies for building your website's authority through quality backlinks, focusing specifically on approaches that work for construction and trade businesses.
Understanding Backlinks
A backlink is simply a link from another website to your own. For example, when a trusted supplier lists you as an approved installer or a home improvement magazine features your recent project. These links back to your website act as digital recommendations.
Think of it like a builder's merchant recommending you to their customers. If a well-respected merchant vouches for your work, potential clients are more likely to trust you. Similarly, when authoritative websites link to your site, search engines view your content as more credible and trustworthy, and are more likely to rank it higher in search results.
Why High-Quality Backlinks Matter
For construction and trade businesses, high-quality backlinks are particularly important for several reasons:
Increased Visibility
Higher search rankings mean more visibility. When your site appears at the top for searches like "kitchen extension specialist" or "local bathroom fitter," you're more likely to attract qualified leads.
Referral Traffic
Quality backlinks drive relevant traffic. For instance, if a major tile supplier features your bathroom renovation project on their website, their customers might click through to see more of your work.
Competitive Advantage
In competitive local markets, backlinks can set you apart. If two builders offer similar services, but one has backlinks from trusted suppliers, industry associations, and happy clients, they're more likely to rank higher.
Brand Authority
Links from respected sources boost credibility. When organisations like the Federation of Master Builders or local Chambers of Commerce link to your site, it strengthens your reputation.
The key is to create resources that are valuable, informative, and shareable. When other websites see your content as a useful resource for their audience, they're more likely to link to it.
Proven Strategies for Earning High-Quality Backlinks
Now that we've covered the importance of backlinks, let's explore effective strategies specifically for construction and trade businesses.
Create Linkable Content
Create content that others in the construction industry want to link to, such as:
Detailed project case studies with before/after photos and specific challenges overcome. An example could be "Victorian House Extension: Preserving Character While Adding Modern Space"
Practical guides solving common construction challenges. For example, "Ultimate Guide to Planning Permission for Home Extensions"
Cost guides and budgeting tools such as "2024 Kitchen Renovation Costs: Complete Breakdown"
Video content showing your craftsmanship. Time-lapse videos of re-roofs, extension builds, or property renovations work well here.
Leverage Local Partnerships
As a local business, build relationships that can lead to quality backlinks.
Partner with suppliers
Building strong relationships with your suppliers can lead to valuable backlink opportunities. Many suppliers have website sections dedicated to showcasing successful projects or listing their preferred contractors.
Get listed on their approved installer directories
Feature in their project showcase sections
Contribute to their blog with installation guides
Join trade associations
Membership in respected trade associations not only builds credibility, but also typically includes a profile page with a backlink to your website. These are some of the most valuable backlinks you can earn in the construction industry. These associations include:
Federation of Master Builders
National Federation of Builders
Association of Master Roofers.
British Institute of Kitchen, Bedroom and Bathroom Installation
Chartered Institute of Plumbing and Heating Engineering
Engage with local business networks
Local business networks can provide both networking opportunities and valuable local backlinks. These connections often lead to collaborative projects and mutual promotion opportunities. Networking opportunities include:
Chamber of Commerce
Federation Of Small Businesses
Local networking groups
Engage in Guest Blogging
Guest blogging is a powerful way to establish yourself as an industry expert while earning quality backlinks.
Construction industry publications are often looking for practical insights from experienced traders. For example, you might submit an article about "5 Critical Considerations Before Starting a Loft Conversion" to a home improvement website.
Local property blogs are particularly valuable, as you can share insights about current home improvement trends in your area.
Home renovation magazines and websites frequently welcome articles that help their readers understand complex projects, such as "How to Choose the Right Builder for Your Extension" or "Understanding the Cost of a Kitchen Renovation."
Focus on sharing practical knowledge that demonstrates your expertise, while naturally mentioning your experience with similar projects.
Monitor Brand Mentions
Brand mentions are real-time indicators of your construction business's reputation
Use tools like Google Alerts or dedicated monitoring platforms to track when your business is mentioned online.
This could include features in local news about your projects, client reviews on trade websites, or industry award announcements. When you find mentions without links, reach out politely to request a backlink. Many website owners are happy to add one, especially if you've already been featured positively in their content.
Pursue Broken Link Building
Broken link building is a strategic process where you find dead links on other websites and offer your content as a replacement. For construction businesses, this might involve finding broken links on supplier websites, industry associations, or home improvement guides.
For example, if you find a broken link about "kitchen extension planning guides" on a popular home improvement site, you could offer your own well-written guide as a replacement. This creates a win-win situation. The website owner fixes their broken link, and you gain a valuable backlink.
Conclusion
Building high-quality backlinks is like establishing a network of trusted trade references. It takes time and consistent effort, but the results are worth it.
Remember, quality matters more than quantity. A single backlink from a respected industry association or major supplier can be worth more than dozens of low-quality links.
Focus on building relationships and creating valuable content that naturally attracts links from relevant sources in the construction industry.
Take Action: Conduct a Backlink Audit
Before you start actively pursuing new backlinks, set aside two hours this week to review your current backlink situation:
1. Check Your Existing Backlinks
Are you listed on your suppliers' websites?
Do your trade association memberships include backlinks?
Are your completed projects featured anywhere online?
2. Identify Quick Wins
Contact suppliers you work with regularly about their approved installer programs
Ensure your trade association profiles are complete and include your website
Reach out to satisfied clients who've mentioned you online
3. Plan Your Content Strategy
Choose one successful project to create a detailed case study
List three topics you could write about based on common client questions
Identify local construction-related websites where you could contribute content
Once you've completed your audit, start with the quickest and easiest opportunities. Look to contact one supplier or trade association each week about getting listed on their website.
Meanwhile, work on creating that case study about your successful project. This will give you valuable content to share with other websites.
Remember, building quality backlinks is a marathon, not a sprint. So, focus on steady progress rather than trying to do everything at once.
Up Next: Harnessing UK Directories for Local Citations and Trade Businesses
In our next post, we'll explore how to get the most from construction-specific directories and local business listings. You'll learn which directories matter most for trade businesses, how to optimise your listings, and why local citations are crucial for attracting nearby customers. Stay tuned for practical tips that will help boost your local visibility.
Found This Useful?
I hope you've found this guide to boosting your online authority with quality backlinks helpful. If you would like to discuss how to get backlinks for your website, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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