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Example · Contractors · Canada

General Contractor Marketing Example: Canada

An illustrative plan showing how Web Development and SEO could work for a general contractor with 2 crews in Edmonton.

Illustrative example: this is not a client result. It shows how this work could be structured.

Contractors · Canada

Contracting

Example business: a general contractor with 2 crews based in Edmonton, serving the wider Edmonton area and focused on basement suites and secondary units, plus garden and laneway suites. Businesses like this often get many enquiries through HomeStars and similar paid platforms, where the same lead often goes to three or four competitors. The goal was more exclusive estimate requests, a lower cost per project and a pipeline the owner controls.

Web DevelopmentNew websiteSEOOrganic searchContractingGoalqualified leads

The challenge

Where a business like this gets stuck

  • General contractors compete with marketplaces and handymen for the same searches, which attracts small, low-value jobs.
  • Big projects come from trust and reputation, which are hard to convey online.
  • Pipeline gaps between large jobs create cash-flow pressure.
  • Peak season (planning enquiries peak in winter and spring) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

This example focuses on Website Development and SEO, two channels that can suit general contracting businesses in Edmonton. Every call, form and chat is tracked to a booked outcome from week one, so decisions are based on revenue, not clicks.

See our general contractor marketing service in Canada

What the work could include

The technical work, service by service.

Service 1

Website Development

  • Design and build a new website on a fast, lightweight stack, replacing an outdated template site.
  • Structure the site around services, locations and projects, with a filterable project gallery.
  • Aim for a strong mobile Lighthouse score with compressed images and no page builder bloat.
  • Set up redirects for every old URL to protect rankings in the move, and connect GA4, Search Console and call tracking.
Related service

Service 2

SEO

  • Technical audit and fixes covering crawl errors, mobile Largest Contentful Paint and indexing.
  • Build dedicated service pages for high-value work such as basement suites and secondary units and garden and laneway suites, each targeting one search intent.
  • Add LocalBusiness, Service and FAQPage schema and rebuild internal linking between services, locations and guides.
  • Earn links from local news, suppliers, associations and community sites instead of low-quality link packages.
Related service

An example 6-month timeline

From tracking to scale.

  1. Weeks 1 to 2

    Audit, tracking and baseline

    Call tracking, conversion tracking, CRM connection and a full audit covering Web Development and SEO.

  2. Weeks 3 to 6

    Build and launch

    Web Development and SEO live for basement suites and secondary units, plus garden and laneway suites.

  3. Months 2 to 4

    Optimise

    Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.

  4. Months 5 to 6

    Scale

    Expansion into Montreal and nearby areas, plus new services with clear demand.

Illustrative example: this is not a client result. It shows how this work could be structured. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.

Contractors examples in other countries

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