General contractor SEO is a portfolio sale wrapped in content

A homeowner researching a $80K kitchen remodel reads the website for 20 minutes before they call. They click the portfolio first. Then the service pages. Then they Google the principals' names. They want to know: does this firm do work in my neighborhood, do they do projects at my budget, and what's the process going to be like.

Generic GC sites lose this prospect. Stock photos. "We treat every project like our own." A four-photo portfolio. The firms that win at this tier publish 12-30 detailed case studies, comprehensive service pages, and a process page that walks the prospect through the whole engagement before they commit.

WordBinder's local-home-projects skill builds this content layer.

The page archetypes a GC site needs

Service / project-type pages

Kitchen remodels. Bathroom remodels. Whole-home renovations. Additions and ADUs. Finished basements. Each is a distinct service page with: typical project scope, typical budget range, the design process, the build process by phase, permit handling, and a consultation-booking CTA.

Portfolio / case study pages

The highest-impact page on a high-ticket GC site. Each completed project gets its own page with: the client's original goals, the design challenges, the budget approach, the build process, key decisions explained, and before/after imagery. A library of 12-30 case studies dramatically outperforms a 4-photo portfolio grid.

Process page

The "what's it going to be like to work with you" page. Walks the prospect through: initial consultation, design phase, permit phase, construction phase, project completion, warranty period. High-ticket buyers research this before signing.

Team / about page

Principal designers, owner bios, lead carpenters. Trust at human-level. License numbers, years in business, design education or background, and direct contact info.

Service area / location pages

Cities and neighborhoods the firm works in. Different from typical local-trades service-area pages because GCs often work in a 30-45 minute radius and care more about the design culture of the area than coverage area per se.

Financing / pricing overview

Many high-ticket GCs publish a "what to expect on price" page with typical project budgets and financing partner information. Sets expectations and pre-qualifies the lead before the consultation.

What the local-home-projects skill knows

  • Craftsmanship voice, not direct-response trades voice. Design-build buyers respond to thoughtful, design-aware content. The skill writes pages without the "Call now! 30% off!" pacing that works for emergency plumbing but kills a high-ticket remodel buyer's trust.
  • Process transparency. Buyers want to know what the next 6 months will be like. The skill writes pages that walk through the design phase, the permit process, and the construction phases by stage.
  • Schema is project-type-aware. GeneralContractor, HomeAndConstructionBusiness, Service schemas mapped per page archetype. Case studies get Article with project metadata.
  • Cost-range honesty. High-ticket buyers expect realistic budget ranges. The skill includes typical project investment ranges on service pages (with [VERIFY] flags so the firm sets its actual numbers).

What WordBinder doesn't do

  • Estimating or quoting software
  • Project management or scheduling
  • Permit submission
  • Construction document management

Try it on your signature service

Pick the project type your firm is best at — kitchens, additions, custom homes, whatever you do better than the competition. Generate a brief through WordBinder. The local-home-projects skill writes for the design-build buyer, not the lowest-bid bargain hunter. Trial is free for 14 days.