Show finished projects, with the detail
Your profile and site should work like a portfolio. For each project: photos before, during and after, the type of work, and a sentence or two on what was involved. Someone planning a kitchen extension wants to see kitchen extensions.
Separate pages for separate projects
Extensions, loft conversions, garage conversions and full renovations are different searches. Give each its own page with its own photos, so Google can match you to each one.
Answer the questions people ask first
Before they want a builder, people want to know what an extension roughly costs, whether they need planning permission or can use permitted development, and what building regulations involve. Plain, honest answers to those questions bring them to your site early. Keep cost guidance to ranges and the things that move the price; don’t promise figures.
Get reviews that describe the job
On a five-figure job, a one-line review doesn’t tell the next customer much. Ask happy clients to mention the type of project, how long it took and how problems were handled. Those details are what people read.
Make your memberships visible
FMB, TrustMark and any warranty scheme you belong to should be on your site and listed on their directories with details matching your profile. They reassure people about to spend serious money.
Be patient with it
Because the research phase is long, this work builds over months. The local SEO guide for builders sets out what I’d do in the first 90 days. If you want to know where you stand now, start with the free audit.
The thing that compounds in local SEO is the boring work of getting the fundamentals right, and keeping them right, month after month.