Construction marketing agency
The building products marketing agency that gets you specified
We are a building products marketing agency for manufacturers and suppliers selling to architects, specifiers and contractors. We run SEO, technical content, paid media and AI search optimisation.
The building products problem
Being specified is decided long before the order
The problem
The person who chooses isn't the person who buys
Architects and specifiers write your product into the specification. Contractors and merchants place the order, sometimes years later. Each has different questions, and your marketing has to answer all of them.
Why it costs you
And substitution is always waiting
If a specifier cannot quickly find your technical data, performance figures, certifications and details, they specify a product they can. Even once you are in, value engineering can swap you out for an "equivalent". More specifiers now ask AI assistants which products meet a regulation or performance standard. If your data is locked in PDFs, the AI cites a competitor instead.
How we fix it
Clear technical information, wherever specifiers look
We make your product data readable, structured and easy to cite, build visibility with architects, engineers and contractors, and support the long route from specification to order. We measure success on specification enquiries, sample and CPD requests and pipeline.
How we help
Services shaped to the specification process
Planned around specifiers, contractors, merchants and long project timelines.
Construction SEO for specification searches
Rank for the performance standards, applications, regulations and product types specifiers search for.
Technical data as web content
Turn data sheets, installation guides and compliance documents into readable pages with tables, headings and schema.
Technical SEO for product libraries
Make large product ranges, downloads and filters fast, crawlable and properly indexed.
AI Overviews for technical questions
Structure pages so Google's AI answers cite you when specifiers research regulations, performance and applications.
LinkedIn for architects and contractors
Reach architects, specification managers, main contractors and developers by role and company, with retargeting across long projects.
Trade media and industry links
Earn coverage in construction and architecture media that builds trust with specifiers and the mentions AI tools rely on.
What your buyers ask AI
What specifiers and contractors ask
Specifiers ask precise technical and regulatory questions. Contractors ask about availability, installation and cost. Both increasingly get their first answer from Google’s AI Overviews or an AI assistant.
We research the questions across your specification chain and make sure your site answers them clearly and accurately. We also track which products and brands AI assistants recommend in your category, so you can see where you are being named and where competitors are. PPC can then capture contractors and merchants searching for your products now.
Typical buyer questions
- Which [product type] meets [regulation or fire rating] for [building type]?
- What is the U-value of [product] at [thickness]?
- Which manufacturers offer [product] with an EPD?
- Is there an equivalent to [competitor product]?
- How is [product] installed on a [substrate or system]?
- Which suppliers offer CPD on [topic]?
Frequently asked questions
How do we market to architects and contractors at the same time?
We plan separate journeys. Specifiers need technical depth, compliance information and CPD. Contractors and merchants need availability, installation guidance and ordering routes. Both are built into one strategy so your visibility supports the product from specification through to order.
Our technical data is all in PDFs. Is that a problem?
It often is. PDFs are harder for search engines and AI tools to read and cite, and harder for specifiers to scan. We turn the key information into structured web pages, while keeping the downloads available for those who need them.
Can marketing help reduce product substitution?
It can help. When your technical case is clear, easy to find and well supported by third-party sources, specifiers and clients have stronger grounds to hold the specification. Marketing works alongside your specification sales team on this, not instead of them.
How do you measure results with such long project timelines?
We track the steps that lead to orders: specification enquiries, sample and CPD requests, technical downloads from qualified visitors and pipeline value. Reporting shows which activity moves projects forward.
How does construction SEO help building materials marketing?
Specifiers search for precise things: performance standards, regulations, applications and product types. Construction SEO makes sure your product pages and technical content answer those searches clearly, so your products are found and considered while the specification is being written.
Get into more specifications
Book a free strategy call. We will check how visible your products are to specifiers in Google and AI search.
