COPYWRITING SECRETS TO BOOST YOUR CONSTRUCTION BUSINESS

As competition increases across the construction industry, creating a strong presence online and print can keep your business a step ahead says Clare Ward of construction PR specialists Clare PR. Effective, engaging and authentic copywriting is key to achieving this aim. Get it right, and you can build trust and brand recognition, helping to attract clients, staff and possible investors.

So, here we reveal the copywriting secrets that will make a positive difference to your construction business.

Avoid technical jargon

The construction industry is awash with technical terms and processes that can be confusing to an external audience. Always simplify language and write in plain English. Prioritise easy, short words and concise sentences that everyone can understand. Acronyms should also be written in full. These tips will make your copy more accessible to a wider audience.

Create a consistent tone of voice

Ensure your brand’s tone of voice and personality is reflected in all your copywriting. Although this will need to be adapted slightly for different platforms such as social media or email copywriting, it should be consistent across all communications. This consistency is vital for building trust and familiarity.

Tell your story – without the fluff

Writing case studies are a great way to tell your story, highlighting your projects, skills and experience. But make sure you avoid fluff words and phrases. Keep your copy factual, to the point, and focused on what’s relevant to your audience. Emphasise how your business overcame challenges, the skills you deployed, and the benefits for your client. Add testimonials to provide evidence of your expertise.

Amplify your reach

Incorporate public relations in marketing. Write press releases and thought leadership articles to build brand awareness, boost credibility and enhance your reputation. Ensure your brand’s tone of voice is reflected in all construction PR and that your copy is appropriate for your target media.

Don’t rely on AI

AI generated tools can provide a shortcut for copywriting but there are pitfalls. A bot will never understand the construction industry or your business in the same way as a human. This could translate into copy that lacks depth, doesn’t reflect your brand’s tone of voice, and is too generic for your target audience.

Partner with a specialist

Copywriting is challenging - especially in construction where it can be harder to stand out. Partnering with a specialist copywriter can bring invaluable expertise to your marketing team. Appointing someone who has the experience, skills and knowledge to write well will ensure consistency across all communications.

At Clare PR, our team knows the copywriting secrets inside out. With more than 40 years combined experience, you can be assured of copy that resonates with your target audience, enhances engagement and helps set you apart in a crowded, competitive market.

To find out more, talk to our team.