WEBSITE COPYWRITING
WEBSITE COPYWRITING BUILT FOR THE TRADES
We work with construction-focused businesses—GCs, subcontractors, vendors, suppliers, nonprofits and trade associations—who need website copy that reflects who they are and where they’re going. If you're launching your first website, overhauling an outdated one, or building out new pages for a growing business, we will help you:
✅ Clarify your message
✅ Show off your work (without sounding like everyone else)
✅ And speak directly to the clients and recruits you want more of
WHY WORK WITH STEEL TOE?
You don’t need a marketing partner who knows how to install ductwork or pour concrete. But you do need one who understands the industry well enough to ask the right questions, uncover the story behind the work, and connect it to your business goals.
You also don’t want to hand your marketing over to an intern who’s still learning the industry—or pile it onto a project manager, estimator, administrator, or business developer who is already stretched thin and never signed up to be your content creator.
Your people should absolutely be part of the story. They shouldn’t have to figure out how to tell it.
That’s where industry experience matters.
Great construction marketing isn’t just about explaining what you do. It’s about understanding why it matters, what makes you different, and what the people you’re trying to reach actually care about.
Because we know the A/E/C industry, we know what questions to ask—and, more importantly, what follow-up questions to ask. We pull out the details your team may not even realize are worth talking about and turn them into stories that support where your business is trying to go. Steel Toe Communications is backed by decades of experience supporting proposals, business development, and marketing in the A/E/C industry. We understand what potential partners and clients want to know, what builds credibility, and what helps one contractor stand out from another.
But winning work is only half the equation.
Our deep involvement in workforce development initiatives with MCCEI, @CHAT_CTE, MSPS Summer Rise, and Harbor Freight Tools for Schools Leadership Lab also keeps us connected to the next generation entering the industry. We hear firsthand what they value in an employer, what gets their attention, and what makes them see construction and the skilled trades as a career worth pursuing.
That means we understand both sides of your business: winning the work and building the workforce to deliver it. And we know how to tell your story to both: the people you want to work for and the people you want working for you.
WHAT INCLUDED:
We’ll work together to create clear, compelling copy for up to 10 website pages:
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Home Page
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About / Leadership / Team
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Services Page(s)
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Project Gallery
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Project Case Study (s)
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Careers Page
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Contact Us
CONTENT INVESTMENT: $4,500
Content Timeline: 4–6 Weeks*
Web Development: Approx. 4 Weeks
Timeline is based on timely receipt of client feedback, approvals, and requested materials.
PLANNING YOUR TOTAL WEBSITE BUDGET?
For a typical 10-page website, clients working with our recommended A/E/C web developer should plan for a total investment of approximately $9k-$12K including Steel Toe’s content development and website design/development.
Need something bigger? Additional pages, functionality, or a more customized website can be scoped and priced based on your needs.
Before we write a word, we’ll meet to talk through your goals, audience, challenges, and what makes you different.
YOU’LL GET:
✔ 4 Marketing Strategy Meetings
✔ Questions, Content Guidelines and First Drafts for Review
✔ A second round of edits (if needed)
✔ Complete, Organized Website Content Package
✔ Coordination + Communication with Your Web Developer During Content Implementation
✔ Guidance on Photography + Videography Needs
✔ Final Content Review Once Added to the Website
CHECK OUT SOME OF OUR SAMPLE WEBSITES BELOW
ELECTRICAL CONTRACTOR
Dvorak LLC's new website is a stunning reflection of their company culture and the impressive scope of their government and military electrical projects. The incorporation of captivating their dedicated employees through video and imagery brought their work to life in a way that the old website simply couldn't. It’s now clear that their commitment to fostering a positive work environment is as strong as their electrical expertise.
KOGOK SHEETMETAL
Kogok Corporation partnered with Steel Toe Communications to refresh its website content with the goals of better communicating the company’s capabilities, showcasing its project experience, and highlighting what it means to be a 100% employee-owned company. New content was developed around Kogok’s services, fabrication capabilities, projects, leadership, and careers to give potential clients and future employees a clearer picture of the company and what sets it apart.
ROOFING CONTRACTOR
LP Roofing, a well-established commercial and residential roofing contractor, sought to modernize their online presence to better reflect their brand identity, highlight their minority business certifications, and showcase their team's expertise. We also developed a dedicated team page to introduce the company's skilled professionals, strengthening their professional identity. To attract top talent and support business growth, we also created a dedicated careers page.
CONSTRUCTION CLEANING CONTRACTOR
Steel Toe updated CCS's new brand identity, including their commitment to diversity with a predominantly female staff, and showcased their expanded service offerings in General Staffing and Interior Demolition. The new website effectively communicates their industry expertise, community involvement, and personal brand story. We created an easy-to-access capabilities sheet, which have generated significant interest from potential clients, and also added a careers page to attract potential candidates.
LIMA FAMILY FARMS
While Steel Toe most often sticks to their niche of clients in the construction industry, every now and then we will make an exception if it is a good fit. This is the case for Lima Family Farms. Two days after their new website launched, Lima Family Farms received their first online order.
GLAZING CONTRACTOR
PCC Construction Components opted for a rebrand to help celebrate their 30th anniversary, the growth of the company, and its employees. Steel Toe assisted with a marketing plan, brand message, e-mail campaign, logo, e-mail signature, brochures, banners, case studies, and website redesign. Custom images of their luxury glasswork were created to reflect the perfect before/after look for the website.
PALLET SUPPLIER
Steel Toe Communications partnered with Industrial Pallet Corp on a full rebrand to reflect their growth and celebrate their strong team culture. A major focus was differentiating their “why” from the competition—highlighting their commitment to on-time delivery, quality assurance, total value, exceptional customer service, sustainability, and innovation. We developed a strategic marketing plan, refined their brand messaging, crafted new logo concepts, designed marketing materials, and overhauled their website to create a modern, purpose-driven brand presence.
GENERAL CONTRACTOR
L2 Construction Management partnered with Steel Toe Communications to develop website content that better reflects the company’s expertise in complex hospital renovations and healthcare construction. The site was also designed to support recruiting, with a streamlined careers section and simple application process that makes it easier for qualified candidates to explore opportunities and apply.
SAFETY CONSULTANT
Mayen Safety Solutions partnered with Steel Toe Communications to clarify and communicate their core services and industry expertise. We helped define their offerings, highlight the founder’s credibility, and develop a capabilities sheet. Our work also included professional photography and service-focused messaging to position Mayen as a trusted safety partner in the construction industry.
HUMAN RESOURCE CONSULTANT
Steel Toe Communications partnered with NTP HR to redesign their logo, build a new website, and craft clear, confident copy that speaks directly to construction business owners. The focus was on showcasing their practical HR solutions—like HR playbooks, compliance support, and employee management systems—while reinforcing why hiring an HR consultant is a smart move for growing contractors. The result: stronger brand clarity, a professional online presence, and messaging that positions NTP HR as the trusted people partner for the construction industry.
ENGINEER REPS-HVAC MANUFACTURERS
Engineering Equipment Sales launched their first website in 2022 with the goals of introducing their dynamic sales team and highlighting their manufacturer partners, along with refrigeration and A/C components offered. A resource page was added to redirect customers to answers on commonly asked questions.
HOME REMODELING
Impact Remodeling Services documented more than 250 home renovation projects over the years—capturing everything from quick upgrades to full-scale transformations through photos and video. Steel Toe Communications redesigned and restructured his website to spotlight compelling before-and-after visuals, integrate his YouTube channel, and clearly communicate the full scope of services offered, including painting, kitchen and deck remodeling, flooring, lighting, and hardware installation.
