Marketing strategy for construction businesses that are done relying on referrals and ready to scale
I dig into your market, your competitors and your own marketing, then hand over a clear, evidence-based plan your team can run in-house. Fixed price. No retainer, no lock-in, no mystery invoice.
A relaxed 30-minute chat on Zoom about your projects and goals. No pitch deck, no hard sell. You'll leave knowing which package fits, and if I'm not the right fit, I'll tell you.
From $5,500 AUD + GST · 3 packages · No retainer
Businesses I've worked at
Three packages, from research through to a plan your team can run
Each package builds on the one before, so nothing gets built on guesswork. You get the research, the strategy and the setup. Your team does the making.
One fixed fee. No monthly invoice. Less than three months of a typical agency retainer.Market Insight Report
- A deep dive into 6 to 10 competitors: positioning, project types, case studies and online presence
- An SEO audit and strategy for internal implementation, covering technical, on-page, off-page, local and content SEO, with plain-language steps to improve your organic visibility
- Who's claiming the top organic keywords in your industry, and the pages that are winning them, so you can outperform them
- A paid ads audit across every channel you're running, from Google and Meta to LinkedIn, with the opportunities you can act on straight away
- The top 10 performing social posts in construction, and how to recreate each one with your own projects
- A 60-minute walkthrough with you and your leadership team
See everything included (+6)Show less
- A performance review of your own social media: what's working, what's not, and what to do more of
- The best performing content pillars across the construction industry, and the ones you're best placed to own
- Top performing organic and paid video content in construction, with a brief for adapting each one to your business
- A competitor paid ads review: what they're running on Meta and Google, what's working, and where the opportunity is for you
- What your clients are saying across Google, Houzz and industry reviews
- The gaps nobody's claimed yet, and my top recommendations in plain English
Marketing Strategy Blueprint
- Everything in the Market Insight Report
- Clear positioning: why a developer, architect or homeowner should pick you over the builder down the road
- A full brand identity, built on the voice of the customer work, from your brand story and values to your tone of voice and visual guidelines
- An email marketing strategy, including a database growth strategy, what to send and the sequences worth setting up
- A full SEO strategy, including unique content pillars and content topics
- A marketing performance dashboard, so you can see what's working at a glance
- A 6-month action plan with clear owners, steps and milestones
- Two 90-minute training sessions to upskill your internal marketing team
See everything included (+7)Show less
- Ideal client profiles and messaging your whole team can use, from your website to your socials
- Voice of the customer research: what your clients and your competitors' clients really value, in their own words, found with AI
- A social media strategy, from platforms to posting rhythm to who captures content on site
- 10 top performing Meta ad concepts your team can create in-house
- Tracking set up: GA4, Google Tag Manager, Google Search Console and ad tracking pixels, if you don't already have them
- An SEO dashboard tracking your rankings, search traffic and keyword progress over time
- A handover workshop for your team, plus 30 days of email questions
Marketing Strategy Blueprint + AI Toolkit
- The full Marketing Strategy Blueprint, including tracking set up, your performance and SEO dashboards, and two 90-minute training sessions
- A Claude Project set up with your brand voice, client profiles and strategy built in
- Marketing workflows for social posts, case studies, project updates, website copy and email newsletters
- SEO content workflows, including a review step that checks every piece before it goes live
- A workflow that turns site photos and project notes into LinkedIn and Instagram posts in minutes
- Automated social media carousel designs in Canva, on brand and ready to post in minutes
- A hands-on Claude training session so your team can use it with confidence
Not sure which one?
Still stuck? Book a chat and we'll work it out together. No pressure, no pitch.
Research that shows you exactly where you stand
Every package starts with the same thing: evidence. These are the areas the research covers.
The detail, for those who like to read the fine print
Tap any section to open it up.
SEO Audit and Strategy
Think of it as a building inspection for your website. We check the foundations, the wiring and the bits nobody's looked at since it was built. Then you get a plan your team can put in place themselves.
Technical SEO
- Health check: a snapshot of your whole site, plus the five things to fix first
- Crawling and indexing: broken pages, redirects, crawl errors, sitemap gaps and anything stopping Google from reading your site
- Duplicate content: pages competing with each other or copies Google can't tell apart
- Speed and mobile: how fast your site loads on phones, and what's slowing it down
- Schema markup: whether your site gives Google the extra details it needs about your business and projects
On-page SEO
- Page by page review: page titles, descriptions and headings, with ready-to-paste rewrites
- Content quality: whether each page answers what clients are actually searching for
- Images: file sizes, names and alt text
- Internal linking: which of your best pages are hidden away, and how to connect them
Off-page and local SEO
- Google Business Profile: how complete and active it is, and how you show up in local map results
- Directory listings: whether your business details are consistent across industry and local directories
- Reviews and reputation: how your reviews stack up against competitors, and how that affects your visibility
- Brand mentions: where your business is talked about online, and where it should be
Keywords and competitors
- Keyword check: what you rank for now, and whether those searches bring in clients or just browsers
- Top keywords in your industry: who's claiming the most valuable organic searches in construction, and the exact pages winning them
- Competitor comparison: who ranks above you and where their traffic comes from
- Competitor site structure: how the leaders build their websites, from service pages to location pages
Your action plan
- Plain-language steps to improve your organic visibility, in priority order, ready for your team or web developer to work through
Every issue comes with a priority rating and a plain-English reason it matters. No 80-page PDF of red warnings you'll never open.
Your Social Media Review
Before we plan what's next, we look at what's already happening. Honestly, and without judgement.
- What's working: your top performing posts by reach, engagement and clicks
- What's not: the content your audience scrolls straight past
- Growth and consistency: how your following and engagement have trended, and whether posting frequency is helping or hurting
- Platform check: which channels are pulling their weight and which ones you can ease off
Your Paid Ads Audit
Already spending on ads? Let's make sure every dollar is pulling its weight. (Everyone has a few ads they'd rather forget.)
- Every channel you run: Google Ads, Meta, LinkedIn and anything else you're spending on
- Where the money goes: spend by campaign, and what each one is returning in enquiries
- Cost per enquiry: what a new lead is really costing you, and how that compares to your industry
- Keyword and audience check: the searches and audiences you're paying for, and the ones quietly draining your budget
- Ad and landing page check: whether your ads and the pages they send people to are doing their job
- Tracking check: whether your results are being measured properly, or whether you're flying blind
- Opportunities available now: a prioritised list of changes your team or ads specialist can make straight away, from budget shifts to paused campaigns to quick copy fixes
No ads running yet? No problem. The competitor ads review shows you whether they're worth it for you.
Top Performing Content and Video Review
Someone in your industry has already tested what works on social. We find it and make it yours.
- Top 10 posts in your field: the best performing construction content here and overseas, from time-lapses to site walk-throughs to before and afters
- Industry content pillars: the themes that consistently perform best across construction, from project reveals and behind the scenes to people, safety and expertise, and which ones suit you best
- Top performing video: the best organic and paid videos in construction, from time-lapses and site tours to client walk-throughs and team stories
- Why each one worked: the hook, the format and what made people stop scrolling
- Your version: a clear brief for how your team can adapt each post and video with your own projects, people and sites
- Best formats for you: reels, carousels, photos or LinkedIn posts, based on who you're trying to reach
Competitor Ads Review
Every ad your competitors run on Facebook, Instagram and Google is publicly visible. Most businesses just never look.
- Who's advertising: which competitors are running ads, and on which platforms
- What's working: the ads they've kept running longest, usually a sign they're paying off
- How they're selling: their offers, hooks, formats and where the ads send people
- Your opportunity: the angles and audiences nobody's using yet, and whether ads are even worth it for you right now
The Full SEO Strategy
- Keyword plan: the searches your ideal clients actually type, from "commercial builder Brisbane" to "home extension Sunshine Coast"
- Unique content pillars: 3 to 5 themes only your business can own, built from your projects, expertise and the gaps your competitors have left open
- Content topics: articles, guides and project stories mapped to the questions clients ask before they pick up the phone
- Website structure plan: the service and location pages you need, and the order to build them
- Project and case study plan: turning completed builds into pages that win searches and prove you can deliver
- Content platform recommendation: the easiest tool for your team to write, edit and publish in-house
- How to optimise every piece: a simple checklist covering keywords, headings, page titles, images and internal links
- Claude review process: how your team can use Claude to check each piece before it goes live
- Repurposing plan: turning one article into a week of content across LinkedIn, Instagram and email
- Local search plan: getting your Google Business Profile and directory listings working together
- Priority roadmap: what to fix and build first, woven into your 6-month action plan
Voice of the Customer and Brand Identity
Your clients already know why they picked you. We ask them, then build your brand around what they say. (Spoiler: it's rarely the thing on your About page.)
- Voice of the customer research: interviews or surveys with past clients, plus reviews and enquiries, to find out why people choose you and what nearly stopped them
- Your competitors' clients too: AI analysis of competitor reviews, social comments and forums, to find what clients across your market love, what they complain about, and the gaps you can fill
- Their words, not ours: the exact phrases your clients use, ready to drop into your website, ads and socials
- Brand story: where you came from, what you stand for and why it matters to the people you build for
- Mission and values: written so your team can actually live them, not just frame them
- Brand personality and tone of voice: how your business sounds, with clear do's and don'ts for anyone writing on your behalf
- Positioning and messaging: your key messages for each type of client, from developers to homeowners
- Visual identity guidelines: how your logo, colours, fonts and photography should be used, so everything looks like it came from the same business
Everything comes together in one brand guide your team, designers and suppliers can work from.
Email Marketing Strategy
Your past clients, architects and developers are your best source of repeat work and referrals. Email keeps you front of mind without anyone having to pick up the phone.
- List review: who's on your list now, who should be, and how healthy it is
- Database growth strategy: practical ways to grow your list with the right people, from website sign-ups and downloadable guides to site open days, industry events and past project contacts, all without buying a dodgy database
- Audience segments: separate plans for past clients, prospects, architects, developers and trade partners
- Key sequences: the automated emails worth setting up, from new enquiry follow-ups to post-project reviews and referral requests
- Newsletter plan: what to send, how often, and content ideas mapped to your content pillars
- Platform recommendation: the easiest email tool for your team to run in-house
- What to measure: the numbers that matter, built into your performance dashboard
10 Meta Ad Concepts
You get the thinking. Your team does the making. Each concept comes with:
- A scroll-stopping hook and the main ad copy
- A headline and call to action
- A clear brief for what to film, photograph or design
- A suggested audience to target
They're built on what the review found is working, so your team isn't starting from a blank page or a hunch.
Tracking and Dashboards
A strategy is only as good as your ability to see if it's working. So we make sure you can.
- GA4: Google Analytics set up to track the things that matter, like enquiries and quote requests
- Google Tag Manager: one tidy place to manage all your tracking, so your website doesn't turn into a spaghetti junction of code
- Google Search Console: so you can see how Google finds your site and which searches bring people in
- Ad tracking pixels: Meta and Google Ads tracking in place, so every ad dollar can be traced back to results
- Performance dashboard: your key numbers from website, social and ads in one place, updated automatically
- SEO dashboard: your rankings, search traffic, top pages and keyword progress, so you can see your SEO strategy working month by month
Already have some of this set up? I'll check it's working properly and fill in the gaps.
Team Training
Two 90-minute sessions with your internal marketing people, so the plan doesn't just get handed over, it gets understood.
- Session one: walking through the strategy, the SEO plan and how to read your new dashboards
- Session two: hands-on upskilling across the areas your team needs most, from content and social to SEO and ads
- Tailored to your team's experience, whether they're seasoned marketers or the office manager who "picked up marketing" along the way
From first chat to your team taking the wheel
Book a discovery call
A 30-minute call to understand your business, your goals and whether we're a good fit.
Intake and access
You tell me about your projects and the work you'd love more of, and share access to your accounts.
Research and analysis
I dig into your market, your competitors and your own marketing. Strong coffee is involved.
Strategy
Everything the research uncovered becomes a clear plan, built around your business.
Tracking and dashboards
GA4, Tag Manager, Search Console and ad pixels set up or checked, and your performance and SEO dashboards built.
Handover
We walk through it all together, with your team in the room, until everyone's on the same page.
Training and support
Two 90-minute training sessions with your marketing team, and 30 days of email questions if you get stuck. After that, it's all yours.
Built for the people who sign off, and the people who run it
You're the director
- Most of your work comes from referrals, and you're not sure what happens when that slows down
- You're winning jobs, but not always the ones you want
- You've paid an agency before and couldn't say what you got for it
- You want evidence, not opinions, before you spend more on marketing
- You'd rather pay a fixed price once than sign up to another monthly invoice
You run the marketing
- You're doing marketing for the whole business, often on your own
- You're posting constantly but have no idea what's actually working
- You need data to back your decisions when the director asks
- You want a clear plan built for you to run, not one that makes you look bad
- You know AI could help, but haven't had time to figure it out
Not for you if
- You want someone to film, design or post your content for you
- You want someone to run and manage your ads
- You're a sole trader or small crew just starting out. The 1-1 Marketing Session is a better fit for now
- You're after a quick fix rather than a plan to grow
Hi, I'm Vanessa
I'm a digital marketing strategist with 15+ years of commercial experience helping businesses grow. I take on a small number of research projects at a time so each business gets the depth it deserves.
I use Claude to do in days the research that used to take an agency weeks. That means my time goes where it matters: working out what it all means for your business, and turning it into a plan your team can actually run.
I believe in solid foundations before fancy finishes, and clear plans over clever jargon.
Before you book
We've paid agencies before and got very little for it. How is this different?
You pay a fixed price for a clearly defined piece of work, not a monthly fee for activity you can't see. Everything is built on evidence from your market, your competitors and your own numbers. And once it's handed over, it's yours. No lock-in, no ongoing invoice.
Is this just AI-generated research?
No. AI does the heavy lifting, I do the thinking. Every finding gets checked, and every recommendation comes from 15 years of doing this for real.
Do you create the content or run the ads?
No. I do the research and the strategy, then hand it all over so your team can create everything in-house. You get clear briefs your team can run with, and you stay in control of your channels, your budget and your brand.
Do you fix the SEO issues for us?
No. I find them, rank them and explain exactly how to fix each one, so your web developer or team can work through the list without anything getting lost in translation.
We already have a marketing person. Is this still for us?
Absolutely. The research gives them evidence to back their decisions, the Marketing Strategy Blueprint and training give them a clear direction and new skills, and the Toolkit gives them hours back every week. I'm here to back them up, not replace them.
What level of experience does our team need to use this?
All levels. The two training sessions are pitched at your team's level, and the Claude Toolkit is set up so anyone comfortable with email and a phone camera can use it. The only exceptions are some technical website fixes, which are best handed to your web developer, and I'll flag exactly which ones those are. I'm skilled at upskilling staff of all levels, from seasoned marketers to people brand new to it.
Does this work for commercial and residential builders?
Yes. The research changes depending on who you build for, and we'll sort that out in the intake.
What access do you need?
For the Market Insight Report, view-only access to your social media accounts, Google Analytics, and any ad accounts you're running, like Google Ads, Meta Ads Manager or LinkedIn Campaign Manager. For the Marketing Strategy Blueprint and AI Toolkit, I'll also need admin access to your website and Google accounts to set up tracking and your dashboards. I'll only touch what's agreed upfront, and you can remove access the moment we're done.
Is this worth the price for a business our size?
Compare it to the alternatives. An agency retainer usually runs to thousands of dollars a month, every month, and a marketing hire is a full salary. This is a one-off fee, and the research, strategy, dashboards and training are yours to keep. If it helps you win one extra project you actually want, it has more than paid for itself.
What if we don't have time to act on it?
That's exactly why the plan comes with clear owners, steps and milestones, plus training for your team. It's built around the time and people you actually have, not an imaginary marketing department.
What does the Report actually look like?
A clear, visual document with every finding ranked by priority and explained in plain English, followed by a 60-minute walkthrough with you and your leadership team. No 80-page PDF of jargon you'll never open.
How much of our time will this take?
About an hour for the intake, then the walkthrough, handover and training sessions at the end. I do the digging in between.
Ready to find out what your market is telling you?
I take on a small number of research projects at a time. If you're ready for a plan built on evidence, not guesswork, let's start with a chat.
Find Out Which Package FitsA relaxed 30-minute chat on Zoom about your projects and goals. No pitch deck, no hard sell. You'll leave knowing which package fits, and if I'm not the right fit, I'll tell you.
Not sure? Send me a message. No pressure at all.