Sitework Contractor
James White Construction
Sitework Contractor
The Request for a Construction Marketing Plan

Our job was to craft a clear and engaging brand presence to reflect the JWC culture and convey their capabilities.  In addition, we were tasked with modernizing the look of their 40+ year old visual identity. Before this, the marketing at JWC consisted of a basic website, a sporadic Facebook presence, and word-of-mouth referrals.

Established in 1981, James White Construction (JWC) is a sitework contractor in South Carolina. In 2023, they decided it was time to focus on modernizing their approach and to lean into digital marketing.  Their executive team identified attracting the attention of their ideal client as their primary goal.  After in-depth discussions, we identified additional goals and opportunities for us to build a foundation of marketing assets.  These assets will also support sales enablement.

Full-service Construction Digital Marketing, Including: Website Design, SEO, Copywriting, Social Media Management, Paid Advertising, Custom Graphics, Video Production, Corporate Photography, Drone Videography, Website Maintenance
James White Construction Marketing
Our Approach to a Construction Marketing Plan

The outcome for JWC is comprehensive.

Branding: Updated logo and color palette, shipping container logo placement, visual guidelines, verbal identity.

Media Deliverables: A growing library of professional videos and photos, business cards, organizational charts.

Web Deliverables: A 30+ page website highlighting featured projects, capabilities, a personalized company story, an online application questionnaire, galleries of images, client testimonials, management team photos, blog articles for the construction industry, RFQ with ability to upload project plans, and a password-restricted employee-only section that will continue to grow.

Social Media Management: Creation and growth of social media presence and community on various social media platforms with company goals and strategy in mind.

Paid Advertising: Targeted and saved audiences built and used to promote digital assets as a way to generate awareness and drive consideration through online platforms. Ad relevance conversion rate ranking noted to be “above average” with more than 2,500 ad clicks in two month’s time.

SEO Content: Data-driven copy writing for search engine optimization.

Monitoring/Iterating: Use of a visibility management SaaS platform to provide marketing insights for SEO, PPC, SMM, Keyword Research, Competitive Research, Content Marketing, Marketing Insights, and Campaign Management that allow us to make adjustments to content as needed.


Within two months of website launch, Google Analytics is showing a 64% increase in engagement, a 50.8% increase in website visitors, and an 83.93% increase in organic search click through rates.

The Development & Design Process
  1. ⁠Digital Marketing Strategy Determined
  2. Flow Chart of Tasks and Timelines
  3. Site Visits to Capture Photo + Video Assets (multiple visits throughout process and on-going)
  4. Social Media Content + Community Management Starts
  5. Content Writing
  6. Logo Update
  7. Website Prototype Build
  8. Custom Coding
  9. Prototype Team-Review
  10. Functionality Testing
  11. Design Applied to Website Pages
  12. Professional Team Photoshoot
  13. Additional Coding
  14. 75+ Item Checklist for Before, During and After Website Launch
  15. Business Card Design + Printing

The new website incorporates custom graphics, theme, and CSS code, in addition to premium fonts, professional photography and an internal linking strategy to support SEO. Various social media accounts were created for JWC, and we continue to capture and create content for them. We will continue to keep them active and engaging.

Construction industry business cards
Technical Details
  • WordPress Website
  • Custom Theme
  • Custom Graphics
  • Video Embedding Service (not YouTube or Vimeo)
  • Blog Architecture
  • Google Analytics Tracking
  • Facebook Pixel Tracking
  • Conversion Tracking
  • UTM Tracking
  • Lead-Capture Integration
  • Page Speed Optimization
  • JavaScript Optimization
  • CSS Optimization
  • Antivirus/Firewall Protection
  • Image Compression Optimization
  • Membership/Employee Only Site Structure
  • Daily, Weekly and Monthly Website Maintenance
construction company logo on shipping container
Behind the Screens

We made subtle adjustments to the logo and visual identity allowing for improved usability (you may remember the yellow and orange gradient of their previous logo). We also took an intentional approach to crafting content that repositioned messaging to resonate with their ideal client and also accurately reflects their culture.

Solving their sporadic social media presence was JWC’s request as our first task.  We deployed our professional media team to their sitework construction sites to begin documenting their culture and projects in the form of photos, video, and drone footage.

Notable improvements to the website include: an online job application form (to replace the previous PDF download, print, fill-out, deliver to the office process), featured-project details with associated imagery and video, team photos, the story of Mr. James White, and SEO.

Client Review

“The Studio Barn Creative team has done an exceptional job for our team. We are blown away. More importantly, the things they’re doing are working; our ideal client recently reached out asking us to bid on a large job and said they were seeing online what we’ve been doing. We didn’t have much of an online presence when we started with SBC, and now we have an active and growing one that we are all very proud of.”

Dan Hankins, Owner – James White Construction

Project URL: