The Ultimate Guide to Creating a Killer Portfolio for Your Construction Marketing.
Drop those rusty trowels.
Park those paintbrushes for a moment.
I’ve got a gem for you.
Ready?
Building an online construction PORTFOLIO of your projects and handywork for all to see can help convert my enquiries to sales.
Yes, really.
I get it.
You’re more comfortable covered in speckles of grout and drywall dust than the icky marketing stuff.
But as old reliable clients drift off into retirement greener pastures, relying SOLELY on landlord referrals won’t sustain that cashflow forever.
So it’s time to gently push ourselves outside those cement-stained comfort zones.
Which is where assembling a standout portfolio of your proudest construction work comes in.
This ultimate guide will cover why you need one, what to include, crucial mistakes to dodge, and how to showcase your portfolio for customer conversion success.
Nice.
So park your scepticism at the concrete door, grab another brew, and let’s get crafting.
Why you need a portfolio for your Construction Marketing.
I know you prideful Trades love a bit of verbal jousting over cold bevvies about who’s got superior skills. 😉
But here’s the thing.
Potential clients scrolling online at 2am with urgent construction needs can’t HEAR those barstool boasts.
And your nifty stair banister handywork doesn’t translate as well to static van magnets and flyers.
A portfolio lets your EXPERTISE do the talking.
Anytime, anywhere.
So rather than competing on price in a race to the bottom, you stand out on SUBSTANCE.
💡
A well put together construction portfolio builds authority and trust in your abilities even before shaking hands on site.
Winning construction business becomes about shared values and fit over a price ping pong.
Just ask your sophisticated clients.
Would THEY hire an architect without seeing a portfolio? 🏘
How about an interior designer devoid of project visuals? 🎨
Heck, even new-fangled ONLINE services lead with content portfolios! 💻
So why should seasoned Trades be any different
Equally, those game-changing testimonials clients love reading on reviews?
Portfolios let you SHOWCASE happy clients in high-definition.
Still need more convincing?
Here’s why your portfolio pushes profits... 💰
🔑 KEY BENEFITS:
RISK REDUCTION.
Nervous clients scared of choosing wrong see your skills in action.
Decision ease = higher conversions! 👊🏽
PRICE POSITIONING.
Dazzling work commands healthy rates! You dictate value rather than competing on budget.
LEAD MAGNETS.
Portfolios function as readymade lead bribes fit for growing email lists.
Free downloadable portfolio PDFs on your Trade website design anyone? 📧
SALES TOOL.
Walk prospective clients through Trade portfolio pieces on iPads/phones during conversations.
Engagement ace up your sleeve!
TALENT SHOWCASING.
From project pics to client testimonials...demonstrate FULL breadth of expertise in one impressive place.
24/7 ACCESSIBILITY.
Clients peruse away mid-mindless-scroll whenever they please.
No closing hours on these virtual shopfronts... 🕰
Convinced yet?
Let’s delve into step-by-step creation...
How To Craft Your Construction Portfolio.
Keep drool-worthy portfolio construction simple by remembering...
👊🏽 QUALITY over quantity.
Select your BEST 10-15 favourite recent projects.
Nail presentation of less rather than more.
Let’s not overwhelm our clients.
Strike a BALANCE across client types and services showcased.
Give clients a glimpse at your full range in one impressive place.
Right, ready to rock this Trade brand magnifier.
Here’s your blueprint...
📸 SHINY HAPPY SNAPS 📸
Make this a habit.
Grab project snaps across the full trade lifecycle:
➡️ Pre-work site state
➡️ Materials arriving
➡️ Tools of the trade
➡️ You in action
➡️ Team at work
➡️ Final reveal money shots!
Capture all angles - driveway excavation shots, artsy aesthetic features, broad sweeping site vistas to intimate closeup details.
Fancy.
And don’t just snap final outcomes!
Sneaky progress pics build anticipation clients love.
(And make for weeks/months of social media posts while you’re at it).
⭐️ PRO TIP.
Get consent early from trusted clients happy to use pics promoting you in future...saves last minute chaos.
Nail this early doors by sorting out your good old Terms of Business prior to works.
🎥 VIDEO NUGGETS 🎥
Short smartphone walkthrough clips revealing projects in progress or newly complete are portfolio GOLD.
Unique insider insight into work that flat photos can’t replicate.
Boomerangs, pans, tilts, timelapses...leverage tools already in social media platforms to capture 15 second project snippet nuggets.
Experiment on lower-risk jobs first before unveiling slick portfolio showstoppers.
⭐️ PRO TIP.
Embrace portrait video dimensions.
Fills mobile feeds/screens perfectly swiped mid-scroll. 👌🏽
🗳 CLIENT TESTIMONIALS 🗳
Satisfied client praise belongs IN your portfolio.
Dig out unsolicited email thank you’s.
Embed linkable Google/Facebook reviews.
If you’ve dropped the ball on asking your Trade clients for testimonials until now... start requesting happy snaps + sentiments on job sign-off!
A simple...
‘Do you mind sparing 60 seconds to record a quick iPhone clip with your experience for our records?’
Most will oblige with enough notice.
📚 STRUCTURE YOUR CONSTRUCTION PORTFOLIO 📚
Group projects logically together across standout sections:
“Recent Work”
“Client Case Studies”
“Our Specialisms”
“Happy Client Highlights” etc.
You can even organise into actual services too…
‘Decorated Bathrooms’
‘Decorated External Homes’
‘Spray Painted Kitchens’
⭐️ PRO TIP.
Front-load the most IMPRESSIVE pieces of your work at the start to hook scrolling clients from the get-go.
🌟 FLAUNT THE FINISHED PORTFOLIO 🌟
What good is a portfolio gathering virtual dust on hard-drives?
PULL attention to it across:
✅ Social media profiles
✅ Email signatures
✅ Client invoicing
✅ Printed collateral
✅ Digital ads
✅ Website (home + dedicated portfolio landing page)
✅ Estimates/quotes documentation
Give clients easy access points to view your handywork every way possible.
3. What Not To Do With Your Construction Portfolio.
Still a few lingering questions rattling around those busy Trade brains I’ll bet.
Like...
‘How much blatant bragging is TOO much?’
Excellent question.
Be confident not cocky.
Avoid tacky overused adjectives that cheapen written content too.
Let your actual work take the limelight by SHOWING not TELLING.
“I’m no David Bailey! My amateur photos are embarrassing...”
Nonsense.
Clients want authentic behind-the-scenes, not contrived over-filtered nonsense.
Focus on well-lit, steady shots, clearly showcasing end results.
‘What if I’m just starting out/switching focus? No portfolio pieces?!’
No need to panic.
We’ve all got to start somewhere.
Kickstart with polished examples from old jobs, unpaid favours for family/friends etc.
Build upwards from there as you complete paid work.
⬇️ The Ultimate Guide to Creating a Killer Portfolio for Your Construction Marketing Rundown:
1. Why you need a portfolio for your Construction
marketing.
- Risk reduction
- Price positioning
- Lead magnets
- Sales Tools
- Talent Showcasing
- 24/7 Accessibility
2. How to craft your Construction marketing
portfolio.
- Quality over quantity
- Creative and plentiful construction photography
- Use video
- Capture client testimonials
- Structure your construction portfolio into
categories
- Promote your construction works across
different media
3. What NOT to do with your construction
portfolio.
- Avoid too many adjectives in describing your
construction works
- Show not tell
- Don’t be afraid to show work completed for
family/friends to start with.
🛠 Need a little more help nailing your Construction Marketing?
Course you do.
First. Let’s work out where you are with all things Marketing.
Got 3 minutes?
Take our Trades Quiz to discover how you score with all things ‘Off The Tools’.
We have heaps of tips, tricks, and hacks for your Trade and Construction business in our cheat sheets, videos and ideas waiting for you on the other side… i.e., your results page.
So, you can improve your score. And NAIL your Trade and Construction business.
Nice.