How do you turn your project list into pages that win work?
Your project list is the best material you have for search. Each project shows a buyer what you do, where and for whom. Written up properly, it feeds case studies, service pages, sector pages and location pages. Here's how to do it without making the thin, repeated pages Google warns about.
Your firm probably keeps a project list somewhere. It might be a spreadsheet, a capability statement or a page of photos with project names. It's the best material you have for search. On the websites we review, it's often the least used.
Written up properly, one project feeds several pages: a case study, a service page, a sector page and sometimes a location page. The one kind to avoid is the thin, repeated page Google warns about.
Start by adding facts to the list you already have.
Before anyone writes a word, add columns to your project list. A buyer checking you out wants to know the same things about every job.
| Column | Why it matters |
|---|---|
| Client type, and the name if they've agreed | Buyers look for firms that have worked for clients like them |
| City and state | Ties the project to the places you work |
| Building or asset type | Ties the project to your sector pages |
| Size and value band | Shows the scale of work you take on |
| Your scope and the services used | Ties the project to your service pages |
| Delivery method or contract type | Matters to developers and public owners |
| Dates | Shows the work is recent |
| Project lead | Points to the person a buyer would deal with |
| Photos you own | You need the rights to publish them |
Then sort. Projects with the most facts, the best photos and a client happy to be named go first.
Case studies come first because everything else links to them.
A case study is one project, written up for a buyer. Give each one:
- A headline that says what you did and where
- A two-sentence summary a buyer can read in ten seconds
- The facts from your list, set out so they're quick to scan
- What the client needed and what made the job hard
- What you did about it
- The outcome, if you can measure it and the client agrees
- Photos with captions that say what they show
- Links to the services and sectors it shows
How long should it be? Google says there's no magical word count target. Write what a buyer needs and stop. What counts is detail only your firm could give. Google's guide to helpful, reliable content asks whether content clearly shows first-hand expertise, and a write-up of your own project is first-hand from the start.
A 20-minute call with the project lead is often enough for one case study. Two to four a month is a pace a firm can keep up alongside its real work.
When we rebuilt iknow.us, which launched in September 2026, the site went live with 108 case studies in four languages, filterable by industry. You can see how we did it in the Iknow write-up.
Service pages collect the projects that prove each service.
Once the case studies exist, each service page can point to the ones that show it. A page for tilt-up construction that lists eight tilt-up projects, with places and sizes, answers a buyer's first question before they ask it.
Keep one page for each service you want more of. The page says what the work is, who it's for, where you do it and how you deliver it, then shows the projects. Add to it each time a new project is written up.
Sector pages serve buyers who think in building types.
Some buyers search by what they're building, such as hospitals, schools, warehouses, data centers or ports. A sector page pulls together your projects of that type and says what you know about working for that kind of client. It's the same project list, sorted another way.
Location pages need real work in that place.
This is where firms get into trouble. It's tempting to make a page for every city you might work in, each the same apart from the name. Google's spam policies call that doorway abuse, and one of the examples is pages targeted at specific regions or cities that funnel users to one page. Making lots of pages that add nothing, with AI or any other way, is scaled content abuse.
Here's a simple test. Could you write the page without the city name? If you could, leave it out.
A location page earns its place when your project list backs it up. You have an office or a crew there, you've done several projects there or you know the local permitting, codes and agencies. Show those projects, name the people who run work there and say what's different about working there.
Link the pages to each other.
The pages work together when they're linked. Each case study links to its service, sector and location pages, and each of those links back to its case studies. A buyer, or Google, can then start on any page and find the rest.
Keep the facts in the page text. A project sheet saved as a PDF, or a table saved as an image, is hard for search engines and AI tools to read. See why AI tools can't read some websites.
If your site can't hold this, fix that first.
Some websites can't do any of this without a developer for every page. There's no project template and no way to tag a project with a service or a place. Every new page takes weeks. If that's your site, a website rebuild comes first.
For how this plays out in your trade, see how owners, developers and GCs find a construction company or how engineering and environmental consultancies win work from search.
Our program starts from $1,499 a month.
Our SEO Growth Program turns a short monthly interview with you into pages like these, and it starts from $1,499 a month. To talk through what your project list could turn into, book a call.