Ancoats-based UX and CRO agency Higher Ground has helped McVeigh Offsite reach number one in regional searches for "SIP contractor" and "SIP builders", the terms buyers use when they are ready to appoint a specialist.
McVeigh Offsite designs, fabricates and builds with Structural Insulated Panels (SIPs) from its workshop in Stalybridge. Its team delivers energy-efficient homes, extensions, schools and commercial buildings across the North West, North Wales, Cumbria and Yorkshire.
Like many specialist construction firms, McVeigh's expertise is on site and in the workshop, not in marketing. The business needed a website that would bring in the right enquiries without taking its team away from the work.
A website built around how buyers search
Higher Ground researched how self-builders, architects, schools and contractors search for SIP construction, and planned a page for each type of build and service. The agency wrote the content, brought together photography of McVeigh's projects, and designed and built the site in Webflow, testing every page on mobile and desktop. After launch, it tracked rankings and enquiries to see what was working.
Marketing as a monthly service
Rather than a one-off build, Higher Ground now runs McVeigh's marketing every month. That covers keyword and market research, new pages, periodic redesigns, website maintenance, conversion improvements and Mailchimp lead follow-up.
It also includes GEO, or generative engine optimisation: structuring content so that AI tools such as ChatGPT and Google's AI Overviews can find and recommend McVeigh, alongside traditional SEO.
Jim McVeigh of McVeigh Offsite said: "Higher Ground took the whole website off our hands, from the research and content to the build and the monthly marketing. They understand how our customers search, and the enquiries coming through prove it."
Why it matters for specialist firms
As more buyers turn to AI tools for answers, generic content brings in fewer visitors. Specialist businesses with clear, well-structured websites built around real buyer questions are well placed to be found and cited.
Rob Hufton of Higher Ground said: "Specialist builders don't have time to be marketers, and they shouldn't have to be. McVeigh are brilliant at what they do. Our job is to make sure the right people find them, then keep that website working month after month while they get on with building."
Higher Ground provides construction marketing, including Webflow websites, SEO and CRO, for specialist contractors and growing construction firms. Its clients include Trace Basement Systems, Charles Wilson Plant Hire and JCB.
Read the full McVeigh Offsite case study.
