Most Construction Websites Are Digital Graveyards

By PERRYN OLSON

Most construction websites are digital graveyards. Project galleries from 2015. Generic service descriptions that fit any contractor. “About us” stories that cure insomnia.

My research shows that construction companies update their content approximately every 180 days. That’s six months of radio silence while competitors post weekly updates.

Here’s what most miss: AI algorithms recommending contractors aren’t just sharing past work. They’re specifically noting companies with “active relevant projects under construction.”

The gap is wild.

One contractor shows a hospital from 2015, while its competitor posts weekly progress from a hospital under construction right now.

Easy choice for a prospective client or employee.

Your project managers already send client progress reports. Have them loop marketing in. Same updates, different audience.

Zero extra work.

When AI recommends construction companies with specific expertise, they may highlight your active projects. Not your 2015 portfolio.

Perryn Olson is principal and fractional chief marketing officer for hire at AltCMO.