Greiner Buildings
+400 monthly organic visits from strategic blog content
Built topical authority in post-frame construction and earned organic traffic that compounds without ad spend.
SEO & content by Gridwork.
Read the case study →
Content Marketing for Home Service Contractors
Fewer pages, aimed at the searches that end in a booked job. Published in the order that pays fastest, and refreshed when they slip.
Publishing More Is Not a Strategy
Get StartedMost contractor content programs are a treadmill. Four posts a month on topics nobody searches, written to hit a number that was agreed before anyone looked at the market.
Traffic stays flat, because none of it targets a question a buyer asks. Then the contractor concludes content does not work for the trades, cancels, and is right to.
The measure that matters is not how much you published. It is how many pages you own that a customer could land on and call you from.
Ten pages that rank beat sixty that don't.
What We Do
What's Included in Gridwork's Content Marketing
Six things, each a deliverable rather than an adjective. All of it aims at what Google calls people-first content, which is also just a description of writing for the customer instead of the crawler.
Topic strategy from real search data
Every page starts from a term someone actually types, with the volume and the competition checked before a word is written. Not a brainstorm, and not a list of things that sound useful.
Service pages built to rank and convert
One page per thing you actually sell, written to win the search and then ask for the call. These are the pages closest to money and the ones most contractor sites treat as an afterthought.
Location pages that earn their place
A real page for each market you serve, carrying something true about that town. A find-and-replace of the name is how a set of city pages gets filtered instead of ranked.
Articles that answer the pre-call question
What a job costs, how long it takes, whether a permit is needed, how to tell a good contractor from a bad one. The reading a homeowner does in the hour before they pick up the phone.
Internal linking that compounds
New pages pointed at the ones that need authority, and older pages updated to point at the new ones. This is the part that quietly makes the whole library rank better, and the part nobody does consistently.
Refreshes when rankings slip
Content decays. A page that ranked last year drifts down as competitors publish. Existing pages get rewritten and re-dated on a schedule, which is almost always cheaper than writing a new one.
The Order
What Gets Written First, and Why
First: the pages that sell
Service pages for the work you want more of. Highest intent, shortest path to a booked job, and usually the thinnest part of a contractor's site. If nothing else ever gets written, these still pay.
Second: the markets you serve
Location pages for the towns that matter, each with a reason to exist beyond the name. Built after the service pages, because a location page inherits authority from them.
Third: cost, comparison, and vetting
"What does this cost", "is X better than Y", "how do I choose someone". These convert nearly as well as a service page and are far easier to rank, because most agencies skip straight past them.
Fourth: the how-to and explainer library
Useful, rankable, and slower to pay off. Worth building once the pages above are in place, and worth being honest that it is a longer game.
Last, and often never: top-of-funnel traffic plays
The posts written to chase volume from people who will never hire you. They make a traffic chart look good. They are the reason so many contractors believe content does not work.
FAQ
Answers to your most pressing questions:
How many articles a month do I get?
That is the wrong unit, and any agency quoting one before seeing your market is selling a quota rather than a strategy. Some months are two service pages and a refresh. Some are four articles. The plan is built from what your market actually needs, and the volume follows from that rather than the other way round.
Who writes it?
I do. Not a junior, not a content mill, and not an AI tool left running unsupervised. That is also why I never take more than 10 clients at a time: the person doing your keyword research is the person writing the page.
Will it sound like my business or like an agency wrote it?
Everything is written from an interview with you. The specifics that make a page convincing, the way you actually price things, what you tell people who ask about permits, the job you turned down last month and why, are not available anywhere except from you.
How long before content starts ranking?
Service pages targeting your own trade in your own town can move within a couple of months. Competitive articles take 6 to 9. The order pages get published in is designed so the fastest-paying work happens first, which is why the early months tend not to look like a blog at all.
Do you write the service pages, or only the blog?
Both, and the service pages come first. Treating content marketing as "the blog" is the mistake underneath most flat contractor content programs. The broader SEO work covers the technical side those pages sit on.
What happens to pages that stop working?
They get refreshed, merged, or retired. A library nobody prunes turns into dozens of near-duplicate pages competing with each other, which is a problem you have to pay someone to undo later.
Reviews
What the writing produced.
17 Google reviews
Ethan Anderson
Big Imprint (Greiner Buildings) · Client
John has been writing SEO-optimized blog posts for us, which have become some of the highest-performing pages on the website. The level of research and effort that John puts into his work is impressive. He is one of those rare people who actually makes my job a lot easier because he’s so good at his!
Tanya McSween
3 years ago
John took the pressure off working on our website’s SEO ourselves. He provided tons of data and research on how to help our site work better and reach where we want to reach.
Bridgette Shumaker
5 months ago
I've been able to work with John on many website and marketing projects and he is a wealth of knowledge. He stays up to date on current trends, which platforms are working the best for various businesses, and knows how to grow your SEO. He is honest, hardworking, and someone that you would want in your corner as you are trying to grow your business.
The Gridwork Momentum System
Every service sits inside one system.
Content is the engine in the middle of the system. The foundation makes it rankable and the authority work makes it stick, which is why publishing on its own so rarely moves anything.
Results
Real outcomes, not traffic screenshots.
Snowbird Outfitters
From 21 to 142 Google reviews in 8 months
A review generation system plus local SEO took a summer camp from invisible to dominant in local search.
Content & SEO by Gridwork. Site designed and built by Openbox9.
Read the case study →Creek Engineering
From page four to page one, 95 first-page rankings across 8 counties
Started with no digital presence under a previous brand name. A full rebrand, new site, and weekly content moved average Google position from 41 to 11, with 52 keywords in the top three.
Design, build, brand, strategy & weekly content by Gridwork.
Read the case study →Pricing
One plan. No contracts. You own everything.
Most agencies sell three tiers so the middle one looks reasonable. There's one here.
$2,000/month
Month to month · Cancel anytime
- The full Momentum System, foundation, content, authority
- You work directly with me, not an account manager
- Everything built is yours, including if we stop
- The 180-day Gridwork Guarantee
For contractors and engineering firms with complex needs, multi-location operations, competitive markets, commercial work, or a business that needs web design and SEO built together from scratch.
- Everything in the Gridwork Momentum System
- Multi-location SEO infrastructure
- Web design and development alongside SEO
- Heavy content production for competitive markets
- Expanded link building and authority campaigns
- More dedicated time and faster execution
Every custom engagement starts with a full strategy conversation. We scope the work to match your market, your growth targets, and where you are today.
Free Resources
Guides worth reading before you hire anyone.
Written for contractors, not marketers. No email required.
6 Steps To Grow Your Audience Faster (Writing Less)
You can grow your audience faster, without publishing new blog posts non-stop. Here are 6 steps you need to create content that earns trust, without burning out.
Read the guide →
Quality vs. Quantity, Why Consistent Marketing Content Always Wins
What’s the best goal for your marketing content: Quality or quantity?
Read the guide →
6 Ways to Update Old Blog Content for SEO
Here are 6 quick ways to update old blog content and improve your SEO, in 15-30 minutes each. A quick content refresh goes further than you think!
Read the guide →