The Biggest Website Copy Mistakes Construction & Manufacturing Businesses Make

Branding

admin
August 9, 2025

Alright — here’s Part 4 of your blog series for a web copywriter in construction & manufacturing:

A great-looking website is useless if the words on it don’t do their job. In my years writing for construction and manufacturing brands, I’ve seen the same costly copy mistakes again and again—mistakes that quietly send potential clients to competitors.

1. Talking Too Much About Yourself

Yes, clients want to know about your experience and capabilities. But they care more about what you can do for them. If your copy is “we” heavy (“We have been in business since 1992”), shift to “you” focused (“You get a team with 30+ years of experience on your project”).

2. Using Industry Jargon Without Explaining It

Terms like “post-tension slabs” or “CNC machining tolerances” might impress peers, but they can confuse decision-makers. Good copy simplifies technical language without losing accuracy.

3. Forgetting to Tell a Story

Even in B2B, stories sell. Share how you solved a client’s problem, met a tight deadline, or overcame a unique challenge. Case studies aren’t just proof—they’re sales tools.

4. Burying the Call-to-Action

If a visitor has to hunt for your contact button, you’ve lost them. Every page should have a clear next step—whether that’s requesting a quote, scheduling a consultation, or downloading a capability statement.

5. Neglecting Mobile Users

Site visitors may be foremen in the field or procurement managers on the go. If your website copy isn’t easy to read on a phone, you’re leaving money on the table.

Final Takeaway
Strong copy bridges the gap between your technical expertise and your client’s understanding. Avoid these mistakes, and your website won’t just look professional—it will sell like a pro.

If you want, I can now take you into Part 5 — “How Strategic Copy Can Win You More Bids & Contracts.”
Would you like me to?