BRM Construction Group Website Project
BRM had no online presence before the project began. Everything needed to be built entirely from the ground up.
- Client
- BRM Construction Group LLC
- Region
- Southern Oregon
- Services
- Roofing, fencing, restoration
- Project
- Website + lead capture
Building BRM’s online presence from scratch
BRM Construction Group LLC is a contracting business that offers Southern Oregon customers roofing, fencing, and restoration services. They work all across Southern Oregon, meeting a variety of needs. BRM was seeking to meet more potential clients’ needs by setting up a website and incorporating a system for capturing leads. The goal was to create forms that are sent to a sales team to turn online inquiries into customers. The website needed the infrastructure for using advertisements to promote the business’s exposure. My job was to meet all of these goals and ultimately help BRM scale to serve more clients.
A multi-page site built around the sales process
The client needed a multi-page site that thoroughly described their services, displayed their work, had contact information and forms, strong branding, striking visuals, and clear pathways for visitors to get in contact with BRM’s sales team. The website needed to be optimized for mobile and desktop. After discussion, we also determined the value of having the website optimized for being cited by LLMs for more exposure.
Giving each kind of work a clear place
After several long conversations, the plan was made to have a page that captures the essence of each category of contracting work that BRM does for people. We made a plan for what pages were needed for AEO/GEO, such as the “Service Area” page that tells customers and LLM crawlers where exactly BRM does work. The process was a series of iterations until everything was said and displayed just right.
The structure was designed around the work hierarchy. Roofing is the company’s main service. Fencing and restoration are jobs they do in addition. The work put into conceptualizing the categories brought order to the visualization of what BRM offers.
Making the path from visitor to conversation as short as possible
One of the main priorities was making the pipeline from someone entering the website to having a conversation with BRM about their specific construction needs as streamlined as possible. Call-to-action buttons can be found on every page. The phone number to reach BRM is also kept highly visible in case customers prefer picking up the phone over filling out an online contact form.
Making the site easier for search systems to read
Search visibility was strengthened by meticulously making sure all titles, images, sections, previews, and background code were set up for easy readability by search engines. All the intended pages were internally linked to one another. All the pages were also set up for indexing through Google Search Console.
From no online presence to a complete website and lead pipeline
From before to after, I materialized an entire system for lead capture by creating an entire website from scratch. BRM had no online presence before the work began, and by the time the final check was made by BRM’s manager, BRM was visible, easily contacted, and built to be discoverable on search engines like Google and by LLM-based tools like ChatGPT or Gemini.
The process introduced me to the diverse needs of a contracting company. I am proud of the work that went into every step of the project, but I am most excited that similar future projects are going to be much more streamlined.