A website for a construction and finishing company: 9 elements

A customer looking for a company to renovate a bathroom, install doors or build a terrace usually compares several offers with a phone in hand. They have three questions: do you do what I need, in my area? Roughly how much does it cost? Can I trust you? A website that answers them faster than your competitors’ websites has a better chance of getting a phone call.

I build websites for companies in the construction and finishing industry, including for the Żukowscy company from Giżycko, in business since 1998: doors, terraces, bathrooms, plasters and building materials. Below are 9 elements that make a difference in this industry, with examples from those projects.

1. A price calculator or configurator

The customer’s first question is usually “how much does it cost?”, and many construction websites answer only “individual quote”. A calculator gives the customer an approximate amount right away. A configurator walks them through the choices step by step, and you get a ready inquiry with dimensions and selected options, even if you only give the price in your offer. Examples from my projects:

• Drzwi Giżycko: a configurator for 27 types of doors with a model preview. An inquiry with the full set of parameters goes straight into the company’s WAPRO system, and the salesperson has the customer’s contact details after the very first step.
• Tarasy Giżycko: an AI Advisor. The customer uploads photos of their terrace, and the AI proposes two variants made from tiles the company sells, with a 3D preview on a photo of the house and in augmented reality (AR). The cost estimate goes to the salesperson.
• Łazienki Giżycko: a bathroom price calculator and 3D visualizations.
• Tynki Giżycko: choosing a façade color online.

A calculator doesn’t have to give the price down to the zloty. A range and a clear statement of what the final amount depends on are enough. A calculator costs from PLN 1,900 with me, a 2D configurator from PLN 4,900 and a 3D one from PLN 9,900.

2. Real project photos with descriptions

A stock photo of a smiling tradesman in a hard hat tells the customer nothing. Show a gallery of your own projects: before and after, with the town, the scope of work, the time it took and the materials.

The description under a photo is also text for Google. A caption like “6 m² bathroom in an apartment block, new plumbing, large-format tiles, 3 weeks” says more than “project 14”. An example of a website built around projects is the portfolio of the interior designer EZ Projekty, with a gallery of projects and 3D visualizations.

Shrink your photos and save them in WebP or AVIF. A gallery of several dozen photos straight from a phone can weigh more than the rest of the website put together.

3. A clear list of services and the area you cover

Each main service should have its own subpage, for example stone terraces, wooden terraces, exterior stairs. The customer and Google see right away what you do.

If you work in several towns, separate town pages help in local Google results, provided each has its own content rather than the same text with the city name swapped. Drzwi Giżycko has pages for 7 towns. The Kobinstal website about building inspections has 8 town pages in the Tricity and surrounding area, plus an FAQ with structured data. I prepare such pages as part of SEO and search engine optimization from PLN 790 per month.

4. Google Business Profile and reviews

For searches like “renovation company Giżycko”, Google often shows a map with company listings above the ordinary results. That is why a Google Business Profile in this industry is sometimes as important as the website. Fill in the categories, service area, opening hours and photos, reply to reviews and make sure the name, address and phone number are the same on your website, in your profile and in business directories.

Collect reviews from real customers, for example by sending a link once the work is finished. If you show reviews on your website, the law requires information on whether and how you verify that they come from customers. Buying or writing fake reviews is an unfair commercial practice, for which UOKiK (Urząd Ochrony Konkurencji i Konsumentów, Poland’s competition and consumer protection authority) can impose a fine.

I set up and optimize a Google Business Profile from PLN 490 and manage it from PLN 349 per month.

5. A phone number always at hand

In this industry many customers call instead of filling in a form. On a phone, the number should be clickable and visible without scrolling, for example in a sticky bar at the bottom of the screen. Add the hours when you pick up and information on what to do outside them, for example leave a number to be called back.

6. A short form with photos

A form with ten required fields puts people off. A name, a phone number or email, a town, a short description and the option of adding photos or dimensions are enough. A photo of a bathroom or a garden sometimes lets you prepare a preliminary quote without a site visit.

Protect your form from spam without making people click on pictures. The Drzwi Giżycko configurator is protected by Cloudflare Turnstile, request limits, a honeypot and fail2ban. The customer doesn’t see this, because the protection works in the background.

7. Speed and a mobile version

Customers often view a website on a phone, sometimes on a building site with a weak signal. Heavy photos, background video and a dozen or so plugins slow a website down, and some visitors leave before they see the offer. Google measures a website’s speed and stability with the Core Web Vitals metrics.

Example: on the Żukowscy website I moved over 200 subpages from WordPress and Elementor to Next.js. The website works as a fast static export, with no plugins that have to be patched.

8. A reply outside working hours

Customers browse offers in the evening and on weekends too, when nobody answers the phone. An AI chat that knows your offer will answer basic questions about materials, dates and your service area, and then collect contact details for a call back. On the Drzwi Giżycko website the chat advises on choosing doors, and an AI chat also runs on the Łazienki Giżycko website.

Remember that from 2 August 2026 a chat must state from the first message that it is AI. Implementation costs from PLN 2,490 plus from PLN 199 per month with me.

9. Tracking: where inquiries come from

Without tracking you don’t know whether the money spent on advertising comes back. The minimum is GA4 with tracking of forms and clicks on the phone number, that is analytics from PLN 990.

If you run Google Ads campaigns and most customers call, consider call tracking. Each visitor sees a different number from a pool, so you know which campaign and keyword the call came from. I built such a system, Haloskop, myself. It is deployed by StartOrbit, a company I co-own: Haloskop call tracking costs from PLN 990 for implementation and from PLN 249 per month.

How much it costs

Not everything is needed from day one. To start, services, photos, a phone number, a form, a profile and a fast website are usually enough. You can add the calculator, the chat and call tracking later, once you know how many inquiries the website brings. You can work out your own variant in the cost calculator.

Let’s talk about your website

Do you run a construction or finishing company and want your website to bring in inquiries? Describe what you do in the form. You will get a quote within 24 hours, and new clients get a 20% discount on their first order.