In the built environment sector, where competition is strong, efficient promotion of your company is vital for growth. It can be particularly difficult for SME owners to find the time and resources to commit to marketing and promotion, but there are simple steps companies large and small can take to promote themselves effectively. 

Establish a professional website 

A professional website is often the first impression a potential client will have of your company, so ensure it is up to date and visually appealing: 

• Include an introduction: let your clients know who you are, and why they should hire you. 
• Keep contact information up-to-date: make it easy for future clients to reach you. 
• List your skills: explain the work you do, along with your skills and qualifications.
• Portfolio of past projects: include photos and descriptions, showcasing your expertise.
• Client testimonials: positive reviews to build trust and credibility. 

An outdated website could give the impression that you’re no longer active, while out-dated contact information could make it difficult for potential clients to reach you, sending them elsewhere.

It’s also important to consider whether your website is set up for Search Engine Optimisation (SEO). This determines how your website appears on search engines such as Google and Bing. This is why it is important to include key information such as where you’re based, the geographic area that you cover, and the services you provide. 

Utilise social media 

Social media platforms such as Facebook, Instagram, and LinkedIn allow you to showcase your work, connect with clients, and engage with your local community, and you don’t need to be an influencer to make the most of it:

• Share images and videos of work-in-progress and completed projects, and time-lapse videos. 
• Respond to comments and messages promptly and engage with your followers by sharing relevant industry news and community events.
• Consider targeted advertising on platforms like Facebook to reach potential clients in your area. 

Leverage online directories 

One of the most effective methods for increasing visibility is listing in online directories, which allow potential clients to find trusted businesses and compare services:

• CIOB Chartered Company Directory: A directory for clients looking for trustworthy, externally-validated built environment companies and consultancies.
• Google Business Profile: A must-have for local SEO, it helps customers find your contact details and read reviews. 
• Yell.com: A well-known online directory that can help potential customers find your services. 
• Construction Index: A directory focused specifically on the built environment, making it easier for potential clients to find specialised services. 
• CheckATrade: A trusted directory where customers can find local tradespeople. Listing here can enhance your credibility. 
• Rated People: This platform connects homeowners with trusted tradespeople. It allows customers to leave reviews, which helps build a positive reputation. 
• TrustATrader: A platform that allows users to find trusted tradespeople based on customer reviews. 

As with your website, ensure your information on the sites is complete and accurate. Encourage satisfied clients to leave positive reviews, as they can significantly influence prospective customers.

Utilise email marketing 

Email marketing allows you to maintain contact with past clients and engage potential future clients who have shown interest in your services. Create a weekly or monthly newsletter that includes your latest projects, industry news, tips for homeowners, and promotional offers. 

This can help keep your business top-of-mind when clients are ready to start their next project. 

Word-of-mouth and networking 

Satisfied clients can often be your best advocates through word-of-mouth referrals. Encourage clients to share their experiences and consider implementing a referral programme that rewards those who recommend your services to others.

Networking with contractors, suppliers, real estate agents, and local businesses can also open doors to new opportunities.  Actively participate in industry trade shows, community events, and local fairs to increase visibility and credibility.