Over the last 15 years or so, many construction companies have embraced the internet and used the immediate and flexible marketing possibilities that an online presence gives to their business.
I've seen how online customer reviews have become as crucial as word-of-mouth recommendations, and in this article, we will look at how you can make online reviews
work harder for your construction business.
Why Reviews Matter in Construction
Trust Building
In construction, where projects can involve significant investment, potential clients will often carry out detailed research before committing.
Authentic reviews from previous clients serve as powerful social proof, demonstrating your reliability and quality of work through real experiences.
Managing Your Review Presence
Strategic Platform Selection
Focus your review-gathering efforts on platforms where your target clients are most active, including:
Google Business Profile
Facebook for residential projects
LinkedIn for commercial work
Industry-specific directories such as Checkatrade and TrustATrader
Trading Standards website
Gathering Reviews
Timing Your Request
Timing is crucial when requesting client reviews for your trade or construction business. The most effective moments to ask are when client satisfaction is at its peak.
Immediately after successfully completing a project, when you receive spontaneous positive feedback, or following a smooth final walk-through are ideal times to ask for a review.
Don't miss opportunities during the project itself, when clients are actively engaged and enthusiastic about the progress. Remember that a satisfied client who has just witnessed a key achievement is more likely to take time to write a meaningful review that highlights specific aspects of your work.
Making It Easy
Create a streamlined review process
Keep the process simple
Provide clear instructions
Send direct links to review platforms
Offer multiple platform options, so people can pick the one(s) they have an account with
Follow up politely
Responding to Reviews
Always respond personally to reviews
Positive Reviews
When responding to positive reviews, write personalised responses that demonstrate genuine appreciation while reinforcing your professional reputation.
Thank your client by name and reference their project. Always maintain a professional tone while expressing sincere gratitude for their business and conclude with a welcoming note about future opportunities.
For example: "We're particularly pleased that you highlighted our attention to detail with the insulation on you garden office. It was a pleasure working with you, and we look forward to helping you with any future construction needs."
Negative Reviews
Professional handling of negative reviews can transform a challenging situation into a demonstration of your company's commitment to client satisfaction.
Respond promptly to criticism with a calm, professional tone, acknowledging specific concerns rather than offering generic responses.
For example: "We understand your concerns about the project timeline delays and take this feedback seriously."
Always aim to move detailed discussions offline by providing direct contact information for the business owner, or senior team members, while publicly outlining your commitment to finding a solution. The key is to demonstrate accountability and follow through.
Reach out personally to resolve issues and, once resolved, politely request an update to their review. This approach shows potential clients that you manage challenges professionally and prioritise customer satisfaction.
Take Action
Ready to transform your online reputation and utilise customer reviews to grow your construction business?
Here's a practical action plan that you can implement right away. Remember, consistency is key - start with these foundational steps and build upon them as your review management strategy evolves.
By following these steps, you'll be well on your way to building a robust online presence that attracts new clients and strengthens your market position.
Audit your current online reviews
Create a review collection strategy
Develop response templates
Train staff on review management
Set up review monitoring systems
Up Next
Watch for our upcoming post on " How to Create an Engaging Email Newsletter for Your Construction Business" where we'll share tips on how to create an email newsletter that your clients will not only open but look forward to receiving.
Found This Useful?
I hope you've found this guide to managing online reviews helpful. If you would like to discuss how to improve your company's online reputation, 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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