How to Get More Building Customers in 2026

If you're a builder and work has slowed down, it's tempting to blame the market. But there's plenty of work out there — extensions, loft conversions, renovations, new builds. The issue is usually visibility. Homeowners are spending tens of thousands of pounds on building projects, and they're choosing their builder based on what they find online.

Here's how to make sure they find you.

1. Set Up Your Google Business Profile Properly

When someone searches "builder near me" or "extension builder in Sheffield," Google shows a map with three businesses. That map result comes from your Google Business Profile — and if yours isn't set up or optimised, you won't be in it.

To get it right:

• Complete every section — services, service areas, business hours, description, photos
• Set your primary category to "Building firm" or "General contractor" and add relevant secondary categories like "Home builder" or "Remodeler"
• Post updates weekly — share project progress, completed builds, tips. Google rewards active profiles
• Upload photos regularly — and not just finished jobs. In-progress shots show customers you're active and professional

Building work is visual. Homeowners want to see what you can do before they commit to a conversation. Your Google Business Profile is often the first place they look.

2. Get Reviews — and Make Sure They Include Photos

Reviews matter for every trade, but for builders they matter even more. Building projects cost thousands, so customers do serious research before committing. A builder with 60 five-star reviews with project photos will win over one with a handful of text-only reviews every time.

Here's how to build your review base:

• Ask at handover — when the customer is happiest with the finished result, ask them to leave a Google review
• Send a follow-up link — make it easy. A text with a direct link to your review page removes the friction
• Ask customers to include photos — "If you could add a photo of the finished kitchen/extension/conversion, it really helps other customers see what we do"
• Respond to every review — professional, grateful, brief. It shows future customers you care

Project photos in reviews are gold for builders. They do more selling than any words can.

3. Build a Website With a Project Portfolio

For builders, a website isn't just a digital business card. It's your showroom. Homeowners planning an extension or loft conversion want to see examples of similar work before they pick up the phone.

A proper builder website should include:

• A portfolio page — project photos organised by type (extensions, loft conversions, renovations, new builds). Before-and-after shots are particularly effective
• Dedicated service pages — one for each type of work you do. "House extensions in Leeds," "Loft conversions in Bradford," "New builds in Harrogate." Each page can rank for its own search terms
• Testimonials with photos — combine customer quotes with images of the finished work
• Clear contact details on every page — phone number, contact form, service areas

A hand-coded website built with SEO in mind loads faster, ranks better, and looks more professional than anything from a page builder. For builders especially, the visual presentation of your portfolio can make or break a lead.

4. Optimise Your Checkatrade and MyBuilder Profiles

If you're listed on Checkatrade or MyBuilder, make sure those profiles are pulling their weight:

• Link to your website — it makes your profile more credible and gives customers somewhere to see more of your work
• Upload your best project photos — ideally with before-and-after shots
• Keep your services list specific — "Single and double storey extensions," "Loft conversions," "Full house renovations" are far better than just "Building work"
• Respond to every review — shows you're active and engaged
• Update your profile regularly — add new photos and completed projects

These platforms charge you for leads, so make every profile view count. A strong listing linked to a proper website is the winning combination.

5. Target Local SEO

Local SEO is about making sure your website shows up when people in your area search for building services. For builders, this is where the big jobs come from.

Key strategies:

• Create location-specific pages — "Builders in Manchester," "Extensions in Stockport," "Loft conversions in Salford." Each page targets customers in that area
• Build service pages — dedicated pages for extensions, loft conversions, new builds, renovations, garage conversions. Each one ranks for its own keywords
• Get listed in local directories — Yell, Thomson Local, FreeIndex, Bark. Consistent name, address, and phone number across all of them
• Write blog content — "How much does a loft conversion cost in 2026?" or "Planning permission: what you need to know for extensions." These posts target searches that homeowners are actively making

The more specific pages you have, the more search terms you can rank for, and the more ways customers find you.

6. Use Social Media to Show Off Your Work

Builders have a massive advantage on social media: your work is incredibly visual. Extensions, conversions, and renovations photograph brilliantly and people love watching the transformation.

What works:

• Before-and-after posts — these get shared and generate genuine interest
• Progress updates — time-lapse style photo series of a build from start to finish
• Drone footage — if you can get overhead shots of completed roofs, extensions, or new builds, they stand out
• Join local community groups on Facebook — when someone asks "can anyone recommend a builder?" you want to be the first name mentioned

Consistency matters more than quality. Phone photos posted regularly beat professional photos posted once a year.

7. Run Google Ads for High-Value Projects

Google Ads can be a brilliant investment for builders because the average job value is high. A single extension lead could be worth £30,000+ — so paying a few pounds per click is excellent ROI.

Tips for builders running ads:

• Target specific services — "loft conversion" and "house extension" searches have high intent
• Geo-target your area — don't pay for clicks from customers too far away
• Send traffic to your builder website — not to Checkatrade where they'll compare you with other builders

A professional website with a strong portfolio is essential for converting ad traffic. Customers clicking on a "loft conversion" ad need to land on a page with examples of your loft conversions, not a generic homepage.

8. Make Referrals Systematic

Builders live and die by referrals. But most leave it to chance. Make it a system instead:

• Leave business cards and a company sign at every job site (with the customer's permission)
• Offer a referral incentive — even a small one encourages happy customers to recommend you
• Follow up three months after completion — check if everything is holding up, and ask if they know anyone planning a project
• Ask estate agents and architects — they're often asked "do you know a good builder?" Be the name they give

The Bottom Line

The builders who stay busy year-round aren't necessarily better builders. They're the ones who've made it easy for customers to find them. Google Business Profile, reviews with project photos, a proper website with a portfolio, Checkatrade, local SEO, and social media — it all works together.

Start with the foundation: a professional website and a strong Google Business Profile. Everything else builds on top of that.

Axel

Full-stack developer specializing in Shopify and Django. Building automated e-commerce solutions.