What was the challenge?
A fit-out contractor with 18 years of work on offices, restaurants and retail units won almost all its work through referrals and tenders. Its website was a gallery of photos with no text. Facility managers and business owners searching "office fit out company" or "restaurant fit out cost" found larger firms and directories.
What was the strategy?
- 01
Turn the photo gallery into project pages with scope, timeline and challenges
- 02
Build sector pages for offices, restaurants, retail and clinics
- 03
Answer the approvals and cost questions clients search before they call
What exactly was done?
4 moves, each with what was done and why it mattered.
- 01Content
Project pages from the portfolio
Wrote 32 project pages covering the client sector, size, scope, timeline, approvals handled and before-and-after photos.
Why it mattered: Clients shortlist contractors by similar past work. Project pages gave Google text to rank and gave buyers proof.
- 02Site structure
Sector pages
Built pages for office, restaurant, retail, clinic and villa renovation fit-outs, each linking to matching projects.
Why it mattered: Buyers search by type of space. Sector pages matched those searches and showed relevant work straight away.
- 03Content
Approvals and cost guides
Published guides on municipality, civil defence and free zone approvals, plus fit-out cost per sq ft by sector.
Why it mattered: Approvals and cost are the biggest worries for clients. Clear guides earned trust, links and enquiries from people early in planning.
- 04Local SEO
Profile, directories and reviews
Optimised the Business Profile, listed the company on construction directories, and asked past clients for reviews.
Why it mattered: B2B buyers still check Google reviews. A strong profile supported the site in local searches.
What do I stand for?
Show the work
In construction, proof is the project. Every project deserves a page that explains it.
Answer the scary questions
Cost and approvals stop clients from calling. Answering them openly starts conversations.
About this case study
- This is an example engagement: a representative project showing how I approach SEO for this industry and the kind of results the approach is built to deliver.
- The business, figures and charts are examples, not a specific client's verified data. For verified results, see my SEO case studies.
Construction Company SEO Consultant in Dubai
Project pages with scope and timelines, sector pages for offices, retail and F&B, and guides to approvals.
