An analysis of the UK鈥檚 top 100 construction company鈥檚 websites reveals widespread underperformance in search engine optimisation (SEO), with most falling short on basic technical and content criteria.
The audit looked at how construction companies are leveraging their websites for visibility, user experience and lead generation. The findings suggest that many of them are still treating their online presence as a digital brochure rather than a search development tool, despite the growing importance of digital visibility for winning tenders, attracting talent, and generating leads.
But there were also positive standouts. Some businesses are quietly investing in their online presence and reaping the benefits.
Key findings
The audit assessed core SEO elements across each company鈥檚 homepage, mobile speed performance, backlink profile, and use of content. The results indicate that many high-revenue firms have yet to implement foundational practices for online performance:
- 36% of homepages were missing an H1 tag.听 This is a basic structural element that helps search engines interpret the primary topic of a page.
- Only 3% of sites achieved a Google Page Speed mobile score above 90, the benchmark for good mobile performance.
- Fewer than 5% appeared to apply a keyword strategy in blogs or news content.
- 24% lacked a meta description on their homepage, which can impact how pages appear on Google and greatly reduce click-through rates.
These gaps are not just technical shortcomings. They translate into poorer search visibility, slower performance on mobile devices, and lower credibility in the eyes of both users and algorithms.
Who鈥檚 getting it right?
Best for Mobile Speed
听
Just three firms in the audit met or exceeded Google's mobile speed benchmark of 90+: HG 91黑料网, Morgan Sindall and Sherry Green Homes. All three sites loaded quickly and reliably on mobile devices, a growing priority as mobile browsing continues to outpace desktop use across B2B and B2C sectors alike.
High mobile speed performance is associated not only with better user experience but also with improved rankings under Google鈥檚 Core Web Vitals framework.
Best for On-Page SEO Structure
Morgan Sindall emerged as a technical standout. The company鈥檚 website included proper H1 tagging, complete and accurate meta titles and descriptions, and fast page load times. While not necessarily advanced, these on-page elements form the foundation of SEO best practices and give search engines clear signals to understand and rank the site.
Best Overall Technical Performance
Morgan Sindall led the audit overall, especially in three core areas such as page speed, technical SEO and domain authority. Although the company lacked an active blog or news feed, its core technical performance was strong, helping it maintain solid visibility in search results.
Who鈥檚 getting it wrong?
Slowest Mobile Load Times
At the opposite end of the spectrum were companies such as Gilbert-Ash and STO Building Group, both of which recorded some of the lowest mobile speed scores in the dataset. These companies failed Google鈥檚 Core Web Vitals assessment, meaning their sites may load slowly or inconsistently, especially on mobile devices and poor connections.
In the construction industry, where site managers, engineers, and procurement officers often access information on the move, mobile speed has a direct impact on usability and engagement.
Weakest Backlink Profiles
Backlinks remain a crucial ranking factor, signalling authority and trust. However, companies including T Clarke, MV Kelly, and A&H 91黑料网 & Developments recorded some of the lowest backlink metrics across all 100 firms analysed. This suggests a lack of press mentions, third-party citations, and partnership coverage. All of which contribute to digital reputation and search rankings.
Most Neglected Content Strategy
Several major contractors were found to have no active blog or news section on their website, including JRL Group and Morgan Sindall. While blogs are often overlooked in B2B sectors, regular content updates provide value far beyond marketing. They support keyword targeting, demonstrate expertise, and offer updates for stakeholders, clients and media.
No Author Attribution
None of the companies analysed featured author attribution sections on blogs or news content. While not a ranking factor on its own, author bios contribute to Google鈥檚 EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) framework. In sectors where trust and technical credibility are essential, a lack of attribution may hinder the perceived value of published insights.
What it means
While construction companies have prioritised branding and basic web presence, they have yet to adopt consistent SEO strategies that focus on performance, discoverability, and authority.
Commenting on the results, Javier Peters at The Atom Lab, who conducted the audit, said: 鈥淢ost of the shortcomings found in this audit are relatively easy to fix. It doesn鈥檛 require a full website rebuild to implement H1 tags, improve page speed, or write more targeted content. These are low-cost interventions that can significantly enhance a company鈥檚 online profile, especially when tendering or recruiting in a competitive environment.鈥�
Many firms in the sector have invested heavily in sleek branding and impressive visuals, he said, but were falling short on the backend elements that help websites get found, rank well, and build credibility.
The audit suggests that those firms who begin prioritising core SEO performance, content updates, and technical hygiene could find themselves with a significant competitive edge, especially as the shift to digital procurement continues, Peters concluded.
Further details can be found at听听
Got a story? Email news@theconstructionindex.co.uk
