A Shift in Content Strategy Grew Seacoast Construction’s Trustworthy Reputation
In a bid-based business, educating your customer base is paramount. Especially in a marketplace where the lowest bid historically is the winner, every single time.
“Our bids are honest, educated, and accurate,” explained Seacoast Construction’s CEO. “We don’t like surprises, and we know our clients don’t either.”
But Seacoast Construction’s complete bids would regularly lose to lower proposals that omitted significant work and labor costs. Ultimately, the lowest competitor bids increased throughout the building process, with the final costs far exceeding Seacoast’s estimates.
The simple, quick answer? Bid at the same level as your competitors. But that’s not Seacoast Construction’s style, and it’s not ours, either.
Trust is built with consistency. So that’s exactly where we began.
We built a plan to educate Seacoast Construction’s audience with regular, highly informative blog posts that outlined exactly how to navigate the real estate development market in Miami and throughout South Florida. We created informative content that focused on education on how to navigate the industry/ The blog strategy taught potential clients how to read a bid, provided a list of essential questions to ask a general contractor, and shared crucial warning signs that signal when a company may not be on your side. We followed up with targeted social media and emailed content that continued to offer insider information freely.
It worked. Within six months, Seacoast Construction’s blog posts were consistently ranked at the top of relevant searches, we raised conversion rates by xx%, and reduced the bounce rate by xx%. Perhaps the best news for Seacoast Construction’s outlook is the average session duration spent on their site as a direct result of the blog posts is consistently over ten minutes, as opposed to a one minute forty second stay from Google searches.
Yes, Seacoast Construction’s audience is actively reading and recognizing the firm as the trustworthy choice in Miami. And the shift in content strategy translates to real world work contracts.
Recently, a client walked into Seacoast Construction’s offices and said, “I need an owner’s rep to manage a project for me.” The project? The Old Passport Building on Biscayne. He explained that he had pre-selected Seacoast Construction based on a single blog post he read on the firm’s site.
We had published a series of posts on owner’s representation and other closely-related topics a few weeks earlier. Coincidence? We don’t think so.
