If you work in construction, you probably assume most people hire a contractor based on referrals, a family connection, or just driving by a job site with your sign posted out front. And while those things still matter, the truth is shifting. I’ve been leading the marketing strategy at Klasik Construction in Chicago for about a year. We build both residential and commercial projects, and during that time, I’ve gotten a front-row seat to how clients really find contractors. Not just from what they say in discovery calls, but from the data. The search terms. The patterns in behavior before anyone ever fills out a contact form. And it’s been eye-opening.
Most people don’t start by searching something broad like “best contractor in Chicago.” They start with a problem or a question. Something like:
How long does it take to get a permit in Lincoln Park?
What’s the difference between construction management and general contracting?
How do I avoid going over budget on a custom build?
These are real examples of what potential clients type into Google. And when they do, they’re not looking for a flashy website or a sales pitch. They’re looking for someone who knows what they’re talking about. Someone who can guide them early—before they even know what to call the service they need.
That’s why one of the most effective strategies we’ve adopted at Klasik is publishing content that answers those exact questions. These aren’t puff pieces or “why we’re great” articles. They’re genuinely useful guides based on what our team sees every week on real job sites. Topics like the importance of pre-construction planning, how to navigate zoning in tricky neighborhoods, or what happens when you choose the lowest bid. This kind of content doesn’t just rank well in search engines. It builds trust. And that trust starts long before a phone call ever happens.
Clients today still rely on referrals, but even when they’re given a recommendation, they Google you before reaching out. They’ll check out your site, your Instagram, and your project portfolio. If they don’t like what they see—or worse, if they don’t see anything at all—they move on. The firms that win aren’t just good at building. They’re good at showing how they think. That’s something I believe strongly as a marketer in the construction space. The best builders don’t need to over-sell. They just need to explain how they work. Transparency goes further than any ad ever will.
This approach has reshaped how we present Klasik online. We’ve shifted from just showing what we build to also showing how we build, and why we do it that way. That includes sharing stories from the field, writing in plain language, and answering the same questions we hear in every initial meeting—before they’re even asked.
If you’re a contractor reading this, consider how your future clients are making decisions. You might never meet the ones who pass you over because your site didn’t load fast enough, or your last update was in 2021. But those are the same people who will call your competitor because they felt more informed, more confident, and more understood. And if you’re someone planning a project in Chicago, I hope this article helped. Not just in understanding how to find a good builder, but in seeing how modern construction companies are evolving.
The ones who show up early—before the job starts—are usually the ones who stick around after it ends.
Author: Austin Woo - Rococo Creative
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