{"id":70082,"date":"2020-01-06T11:19:15","date_gmt":"2020-01-06T11:19:15","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/challenges-vs-opportunities-for-construction-industry-copywriting\/"},"modified":"2025-03-07T17:13:27","modified_gmt":"2025-03-07T17:13:27","slug":"challenges-vs-opportunities-for-construction-industry-copywriting","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/challenges-vs-opportunities-for-construction-industry-copywriting\/","title":{"rendered":"Challenges vs opportunities for construction industry copywriting"},"content":{"rendered":"<p>It\u2019s not all doom and gloom \u2013 construction industry copywriting may be the shining beacon for firms hard-hit by negative perceptions.<\/p>\n<p>Recent headlines and language in the media have knocked the construction industry back a step or two. Phrases like \u2018mired in downturn\u2019, \u2018grim run\u2019 and \u2018braced for a protracted slump\u2019 all featured in a single <a href=\"https:\/\/www.ft.com\/content\/a1d73d14-e4f1-11e9-9743-db5a370481bc\">FT article<\/a>. The Independent opted for \u2018bleak\u2019 to describe the outlook and explained that \u2018new orders fell sharply\u2019. It is little wonder that confidence among firms \u2018plummeted\u2019 last year.<br \/>\nThese words don\u2019t paint a pretty picture \u2013 or even a positive one.<\/p>\n<h2><b>News on the ground<\/b><\/h2>\n<p>There\u2019s no doubt the construction industry is going through a turbulent time, whether that\u2019s because of uncertainty around Brexit or delays to infrastructure projects. Indeed, the likes of HS2 and Crossrail delays, the collapse of Carillion and question marks over building quality may leave many feeling uncertain about the prospects for the industry. But the general shadow cast over the industry appears to be obscuring some of the positives. Last year\u2019s Mintel report confirmed that decisions are being delayed but it also suggested that these lags hadn\u2019t hampered new construction activity, which had seen an 8% increase in 2018. New housing also appears to be an area of growth, led by the private sector. Insolvencies during 2019 are also reported as stable. On the other hand, output levels are said to be \u2018substantially\u2019 low.<\/p>\n<h2><b>Mixed reviews<\/b><\/h2>\n<p>With such a muddled outlook, there are likely to be discrepancies between different construction firms\u2019 experiences. Many firms are enjoying success. These ones simply don\u2019t make the headlines \u2013 perhaps because \u2018construction firm completes work on time and on budget\u2019 doesn\u2019t quite have the same draw as \u2018firm fails all safety tests\u2019, for example. The negative gloom could have long-term impacts on the industry, such as damaging investor confidence and discouraging talent from joining the sector. Now is the time for profitable and growing construction firms to retell their side of the story and rebuild stakeholder confidence.<\/p>\n<h2><b>A truthful picture<\/b><\/h2>\n<p>Amid negativity, there\u2019s an opportunity for firms to bring a more balanced view through <span style=\"font-weight: 400;\">construction industry copywriting<\/span>. They can share their own experiences through self-published whitepapers, annual reports and case studies. By showing the realities behind the headlines with intelligent content supported by balanced facts, they can respond to the media with their own credible narrative. Firms that are open with <a href=\"https:\/\/www.strattoncraig.com\/us\/insight\/recover-bad-reputation-rebuild-brand\/\">sharing both good and bad news<\/a> will be the most effective at building trust. It\u2019s essential for the industry that firms are viewed as a reliable source of insight, which is why honesty is imperative in all construction communications.<br \/>\nChoosing the right words is an important aspect of forming an encouraging narrative without deterring from important facts.<br \/>\nCopywriting for construction companies needs to hit the sweet spot \u2013 where the writing is engaging and factually accurate. That\u2019s where a specialist writer proves valuable. They know the background and can quickly get to grips with the facts to find the core message in your story.\u00a0With a number of construction specialists in our team, we\u2019re trusted by a lot of firms in the sector to write everything from web copy to annual reports and whitepapers. Get in touch to find out more about how we help position businesses as thought leaders.<\/p>\n<h2>More from Stratton Craig<\/h2>\n<p>Find out more about the work we do for the <a href=\"https:\/\/www.strattoncraig.com\/sectors\/construction\/\">Construction sector<\/a><br \/>\nMore from Anna:\u00a0<a href=\"https:\/\/www.strattoncraig.com\/insight\/word-of-the-year-our-words-of-the-year-and-past-decade\/\">Word of the year: Our words of the year and past decade<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s not all doom and gloom \u2013 construction industry copywriting may be the shining beacon for firms hard-hit by negative perceptions. Recent headlines and language in the media have knocked the construction industry back a step or two. Phrases like \u2018mired in downturn\u2019, \u2018grim run\u2019 and \u2018braced for a protracted slump\u2019 all featured in a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":56738,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[505,305,314],"tags":[493,506,458,460],"class_list":["post-70082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-construction-copywriting-us","category-content-strategy-us","category-copywriting-us","tag-construction-us","tag-construction-copywriting-us","tag-content-marketing-us","tag-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Copywriting opportunities for the construction industry<\/title>\n<meta name=\"description\" content=\"Words matter, especially for construction industry copywriting \u2013 a sector that\u2019s been hard hit by the headlines. Learn how firms should re-tell the story.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/challenges-vs-opportunities-for-construction-industry-copywriting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Copywriting opportunities for the construction industry\" \/>\n<meta property=\"og:description\" content=\"Words matter, especially for construction industry copywriting \u2013 a sector that\u2019s been hard hit by the headlines. 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