Client Type

National Enterprise
Construction Company

Industry

Commercial Construction / Infrastructure / Design-Build

Digital Properties Supported

McCarthy Building Companies’ primary corporate website and supporting market, project, capability, insight, location, and contact experiences

Location

Headquartered in St. Louis, Missouri, supporting offices, projects, markets, and business-development teams across the United States

How GudBee helped a national construction leader modernize its digital presence, increase SEO visibility and website conversions, and create a stronger foundation for AI-assisted discovery and connected business development.

GudBee connected website strategy, redesign and development, construction SEO, project and capability content, digital PR, mobile optimization, conversion paths, and performance analytics into a more useful digital experience for prospective clients and project stakeholders.

The work made complex construction capabilities easier to discover, understand, evaluate, and act upon while establishing a scalable foundation for future sales enablement, CRM-based lead routing, qualification, follow-up, opportunity management, and revenue attribution.

Performance Area Measured	Change
SEO visibility	+78%
Website traffic	+80%
Website conversions	+75%
Mobile engagement	+71%

About McCarthy Building Companies

Built for Complex Construction Decisions

McCarthy Building Companies is a national construction company serving organizations with complex building, infrastructure, design, engineering, and project-delivery needs.

Its work spans healthcare, education, commercial development, government, aviation, infrastructure, industrial construction, renewable energy, science and technology, water, transportation, and other specialized markets.

Project Owners and Developers

Decision-makers need to understand McCarthy’s capabilities, project experience, geographic reach, delivery approach, and ability to support complex construction requirements.

Architects and Engineers

Design and engineering partners may evaluate technical expertise, collaborative delivery models, specialized capabilities, project experience, and construction innovation.

Facilities, Healthcare, and Education Leaders

Institutional stakeholders need relevant examples, sector knowledge, planning expertise, operational considerations, and evidence that McCarthy understands highly specialized facilities.

Government and Infrastructure Decision-Makers

Public-sector audiences may research delivery experience, infrastructure capabilities, procurement readiness, safety, accountability, regional resources, and stakeholder coordination.

Procurement Teams and Trade Partners

Procurement professionals and trade partners need clear access to qualification information, project opportunities, regional contacts, participation requirements, and next-step resources.

Community and Media Stakeholders

Community members and media representatives may seek project updates, company news, leadership perspectives, public-impact information, local contacts, and approved organizational facts.

Prospective Employees

Job seekers may evaluate McCarthy’s culture, employee ownership, project portfolio, career paths, locations, values, technology, and long-term professional opportunities.

Existing Clients and Partners

Current relationships may use the website to find offices, capabilities, leadership information, project updates, insights, company resources, and appropriate points of contact.

National and Regional Discovery

The digital experience needed to communicate national scale while helping visitors identify locally relevant offices, projects, sector experience, resources, and business-development contacts.

Search and AI-Assisted Discovery

McCarthy’s expertise needed to be presented in clear, accessible, and well-organized formats that people, search engines, and AI-assisted discovery systems could interpret.

Discuss A Construction Growth Strategy

GudBee connects website strategy, search visibility, AI readiness, project and capability content, conversion paths, sales enablement, CRM automation, and performance measurement.

The Project

The Challenge

Enterprise construction decisions involve long consideration cycles, multiple stakeholders, substantial financial commitments, technical requirements, and significant operational risk.

Prospective clients do not select a construction partner after reading a single promotional page. They evaluate capabilities, project experience, market knowledge, delivery methods, safety, technology, people, local resources, reputation, and evidence of successful execution.

McCarthy’s digital-growth challenges included:

Modernizing an outdated website experience.
Making complex construction capabilities easier to navigate and understand.
Improving visibility for high-value construction, infrastructure, and commercial real-estate topics.
Helping stakeholders find projects relevant to their market, location, facility type, or technical need.
Demonstrating national capacity while preserving the value of local and regional expertise.
Strengthening mobile usability for decision-makers researching the company across devices.
Creating clearer conversion paths for project, media, trade-partner, employment, and general inquiries.
Building greater digital authority through project stories, expertise, industry insights, and public relations.
Connecting content, SEO, website experience, and measurement into one coordinated system.
Supporting a longer B2B consideration journey rather than measuring success only through page views.
Establishing a foundation for more reliable lead routing, follow-up, sales enablement, and revenue reporting.
Preparing the website for an environment in which buyers increasingly use AI platforms to research companies, compare capabilities, and identify potential partners.

Website and Mobile Experience Modernization

GudBee redesigned McCarthy’s website around a modern, responsive digital experience that made the scale of the organization easier to understand and navigate.

The website strategy connected users with:

Construction markets
Capabilities
Project examples
Geographic offices
Industry insights
Company information
Trade-partner resources
Career information
Media contacts
Business-development and general contact paths

The work included:

Updated website design
Responsive page construction
Improved mobile navigation
Clearer visual hierarchy and page layouts
Stronger calls to action
Improved project presentation
Better capability communication
More accessible contact paths
Website-performance analytics

The goal was to communicate McCarthy’s national scale and complex capabilities without making the digital experience difficult to navigate.

Construction Search and AI-Readiness Foundation

GudBee improved McCarthy’s visibility for relevant construction, infrastructure, commercial real-estate, and project-related searches.

The foundation included:

Construction-focused SEO research
Market and capability keyword targeting
Page-level optimization
Metadata improvements
Website architecture refinement
Internal-linking improvements
Project and capability content organization
Mobile search-performance improvements
Stakeholder-focused content
Performance monitoring and reporting

The work was measured through conventional SEO and website analytics, but it also established a stronger foundation for AI-assisted discovery.

Accessible, well-organized, and authoritative information makes services, markets, projects, locations, expertise, and evidence easier for people, search engines, and AI systems to interpret. The work did not guarantee AI mentions or citations.

Project, Capability, and Authority Content

Construction buyers need more than broad statements about quality and experience. They need relevant evidence.

GudBee strengthened the way McCarthy communicated:

Construction capabilities
Industry experience
Project types and completed work
Regional knowledge
Technical expertise
Organizational scale
Industry leadership
Project outcomes
Innovation and construction approach

Reusable content could support:

Organic search and AI-assisted research
Public relations
Business-development conversations
Sales presentations
Proposal development
Follow-up communication
Internal subject-matter expertise
Recruitment and employer branding
Media and stakeholder education

The content system helped transform the website from a static corporate presence into a more useful library of construction experience and organizational knowledge.

Digital PR and Search Authority

GudBee supported digital PR activity designed to strengthen McCarthy’s visibility, reputation, and authority within the construction industry.

The work included support for:

Industry-leadership stories
Project announcements
Construction expertise
Organizational news
Relevant media outreach
Authoritative brand mentions
Digital coverage
Link-earning opportunities
Public-relations campaign content
PR and search-performance measurement

Authoritative third-party coverage can help prospective clients validate a company’s experience while reinforcing external evidence used by search engines and AI-assisted systems.

Publishers and independent platforms retain control over placements, backlinks, citations, recommendations, and AI-generated selections.

Conversion and B2B Sales-Journey Support

GudBee improved the website’s conversion paths so prospective clients and other stakeholders could move more easily from research to the appropriate next action.

The conversion experience helped visitors:

Understand McCarthy’s capabilities
Find relevant project experience
Identify an appropriate office or market
Reach the correct contact path
Begin a project or business conversation
Access trade-partner information
Locate media contacts
Explore employment opportunities
Continue researching supporting content

This work contributed to the published 75% increase in website conversions and supported the early B2B journey: discovery, education, consideration, and inquiry.

A connected future phase could include:

CRM lead capture
Geographic and market-based routing
Inquiry categorization
Lead ownership and qualification
Follow-up tasks
Business-development notifications
Opportunity stages
Sales content recommendations
Proposal workflows
Closed-won and closed-lost reporting
Marketing-source attribution
Revenue and project-pipeline reporting

These CRM and automation capabilities represent a logical extension of the digital foundation. They should not be presented as completed McCarthy implementations unless additional project records verify that work.

Website and User Experience

Evaluating the existing website experience and identifying digital-growth barriers.
Redesigning the website around a modern enterprise-construction brand.
Developing responsive page experiences for desktop and mobile users.
Improving website navigation and information hierarchy.
Making construction markets and capabilities easier to understand.
Strengthening mobile usability and stakeholder engagement.

Search, Content, and Project Experience

Improving SEO targeting for construction, infrastructure, and commercial real-estate topics.
Optimizing page content, metadata, and supporting website elements.
Creating or improving content used to explain complex construction experience.
Strengthening the presentation of relevant construction projects.
Connecting project stories with relevant capabilities, sectors, and markets.
Creating digital assets that could support future marketing, business-development, and sales conversations.

Authority and Digital Public Relations

Developing digital PR campaigns around McCarthy’s expertise, projects, leadership, and industry knowledge.
Supporting opportunities for relevant media coverage.
Strengthening authoritative brand mentions and external references.
Supporting backlink and link-earning opportunities.
Building greater digital authority through project stories, organizational expertise, and industry insights.
Creating reusable content that could support public relations, media outreach, and stakeholder education.

Conversion, Measurement, and Sales-Journey Readiness

Improving calls to action and website conversion paths.
Supporting qualified project and business inquiries.
Deploying analytics to monitor SEO, website, conversion, PR, and user-experience performance.
Establishing a stronger digital foundation for longer B2B consideration journeys.
Creating an environment capable of supporting future CRM-based lead routing and follow-up.
Building reusable digital assets for marketing, public relations, business development, and sales enablement.

+78%

SEO visibility

+80%

Website traffic

+75%

Website conversions

+71%

Mobile engagement

Expanded Search Visibility

McCarthy’s SEO visibility increased approximately 78% during the measured period.

The improvement expanded the company’s ability to appear for relevant construction, infrastructure, project, and commercial real-estate searches.

Greater search visibility gave prospective clients more ways to discover McCarthy beyond searches that already included the company’s name.

This was particularly important for stakeholders researching:

Construction partners and general contractors
Design-build capabilities
Industry-specific construction experience
Regional construction resources
Infrastructure expertise
Healthcare and education construction
Commercial and institutional projects
Specialized project-delivery capabilities
Examples of completed work

Search visibility is a directional discovery indicator. It should not be treated as equivalent to qualified opportunities, awarded projects, or revenue.

Increased Website Traffic

Website traffic increased approximately 80%.

The increase showed that the improved website and search presence attracted a larger digital audience.

Traffic alone was not the final objective. The value depended on whether visitors could identify relevant capabilities, understand McCarthy’s experience, explore supporting projects, and locate an appropriate next action.

The redesigned information architecture and content experience helped turn broader visibility into more useful stakeholder engagement.

Improved Website Conversions

Website conversions increased approximately 75%.

The increase indicated that more visitors completed defined website actions after interacting with McCarthy’s digital experience.

Depending on the measurement configuration, these actions may have included contact submissions or other meaningful engagement events established within the analytics framework.

Before publication, GudBee should confirm the exact conversion definition used during the reporting period.

The conversion improvement supports the broader business-development value of the engagement: making it easier for interested stakeholders to move from passive research toward a direct conversation or another meaningful next step.

Stronger Mobile Engagement

Mobile engagement improved approximately 71%.

Construction executives, project stakeholders, trade partners, media representatives, and prospective employees may research an organization across multiple devices and locations.

Improving the mobile experience reduced friction for visitors who needed to:

Review project experience
Understand capabilities
Locate an office
Find contact information
Read an industry insight
Explore employment opportunities
Continue a business-development conversation away from a desktop computer

The mobile improvements helped make McCarthy’s digital experience more useful across the stakeholder journey.

Greater Digital Authority

GudBee’s digital PR and content work strengthened McCarthy’s ability to communicate its construction expertise and industry leadership.

Digital authority supported:

Prospective-client confidence
Search visibility
Brand validation
Media discovery
Industry relevance
Project storytelling
External references and backlinks
Business-development credibility

The authority program gave McCarthy more opportunities to demonstrate expertise beyond the company’s own website.

Stronger B2B Lead-Generation Foundation

The completed website, conversion, mobile, content, and analytics improvements helped prospective clients understand complex construction capabilities and begin a more qualified business conversation.

This was especially valuable for a national company supporting:

Multiple offices
Different geographic territories
Numerous construction markets
Specialized business units
Long project-development cycles
Multiple decision-makers
Complex procurement requirements
High-value project opportunities

The work established the digital beginning of a more connected lead-to-revenue process and created a stronger foundation for future lead routing, qualification, follow-up, sales enablement, opportunity management, and revenue reporting.

AI-Assisted Discovery Value

Creating a Stronger Foundation for AI-Assisted Business Research

The original performance reporting focused on search visibility, website traffic, conversions, mobile engagement, digital PR, and website experience.

The same work has increasing relevance as project owners and other stakeholders use ChatGPT, Google AI experiences, Gemini, Perplexity, Microsoft Copilot, and other AI-assisted platforms to research construction companies, compare capabilities, and identify potential partners.

Company and Market Understanding

AI-assisted systems may need to understand:

What McCarthy does
Which construction markets it serves
Where the company operates
Which capabilities are available
Which project types the company supports

Project and Experience Evidence

Discovery systems may also evaluate:

What evidence demonstrates experience
Which projects are relevant to a specific need
Which sectors and facility types McCarthy understands
What project outcomes or examples support its claims
What expertise or technology differentiates the company

Stakeholder and Contact Pathways

Useful AI-assisted research may require clarity around:

Which office may be appropriate
Which market or business unit supports a need
Which representative or contact path may be relevant
How project owners can begin a business conversation
How trade partners, media, and prospective employees can take the appropriate next step

Controlled Source Foundation

GudBee’s work improved source information McCarthy controlled:

Clear capability explanations
Relevant project evidence
Understandable market relationships
Accessible website content and mobile usability
Consistent organizational information
Authoritative external references
Useful industry insights and clear next steps

Future AI Visibility Program

A future program could build upon this foundation through:

AI-search opportunity research
Entity and brand-signal evaluation
Question-focused content
Structured data
Market, project, service, and office relationships
Source-worthy expert content
AI answer monitoring
Third-party information consistency
Content-gap analysis
AI referral and assisted-conversion measurement

Sales Enablement and CRM Automation Relevance

From Website Inquiry to Qualified Project Opportunity

A website conversion is only the beginning of a construction business-development process. Qualified inquiries must be understood, assigned, followed up, supported with relevant evidence, and measured through the complete opportunity journey.

GudBee improved McCarthy’s digital entry point by making its capabilities easier to understand and its conversion paths easier to use. The engagement also established a foundation for a potential future CRM and sales-enablement system.

Complex Capabilities Became Easier to Understand

Construction organizations often offer highly technical capabilities that are difficult to summarize. GudBee improved how McCarthy organized and presented its markets, services, projects, expertise, and company information.

This helped stakeholders identify relevant experience without sorting through disconnected or overly general corporate content.

Website Design Supported Business Objectives

The redesign was not limited to visual appearance. Navigation, mobile usability, content hierarchy, project presentation, calls to action, and analytics were connected to stakeholder needs and business-development objectives.

Search Optimization Expanded Discovery

Prospective clients could not discover relevant McCarthy capabilities through non-branded search when search engines lacked clear, relevant, and accessible information.

SEO improvements expanded the company’s ability to appear while project owners and other stakeholders were actively researching construction partners, markets, capabilities, and project experience.

Project Content Provided Relevant Evidence

Construction buyers need proof that a potential partner understands their type of project. Project content connected broad capability claims with tangible experience, completed work, relevant markets, technical knowledge, and demonstrated construction expertise.

Digital PR Reinforced Authority

External coverage, references, brand mentions, and backlinks helped reinforce the credibility already communicated through McCarthy’s website.

Authority could support search visibility while also providing prospective clients with independent validation of McCarthy’s projects, expertise, leadership, and industry relevance.

Mobile Optimization Reduced Research Friction

Decision-makers do not conduct every stage of research from a desktop computer. A stronger mobile experience made it easier to continue evaluating McCarthy, review project experience, understand capabilities, locate an office, and find an appropriate contact path across devices.

Conversion Paths Connected Research With Action

Improved calls to action and contact experiences gave stakeholders clearer next steps after reviewing McCarthy’s capabilities, markets, project evidence, and organizational experience.

This helped move qualified visitors from passive research toward project inquiries, business-development conversations, trade-partner resources, media contacts, employment information, or other relevant actions.

Analytics Made Performance Visible

Analytics allowed GudBee and McCarthy to evaluate how search visibility, website traffic, mobile engagement, conversion behavior, public-relations activity, and other digital signals changed during the program.

Measurement provided a clearer basis for identifying performance improvements, experience gaps, and future digital-growth priorities.

The Website Became Part of the Sales Journey

The website did more than communicate McCarthy’s brand. It supported discovery, education, validation, consideration, and inquiry—the early stages of a complex B2B construction-sales process.

By connecting visibility, project evidence, stakeholder experience, authority, conversion, and measurement, the website became a more useful business-development asset.

The Website Is Part of Business Development

Enterprise construction websites should be treated as part of the business-development system—not only as corporate communications or a place to publish company information.

AI Readiness Starts With Strong Source Information

AI readiness begins with source information that is accessible, accurate, useful, authoritative, consistently maintained, and organized around the questions stakeholders need answered.

Project Owners Need Relevant Evidence

Project owners need credible examples of relevant construction experience, technical capability, market knowledge, and completed work—not generic statements about quality or organizational experience.

Content Relationships Must Be Clear

Market, capability, project, office, expertise, and contact information should be connected through a clear content architecture that helps stakeholders move naturally from research to the appropriate next step.

Coordinated Programs Produce More Value

SEO, website development, content, digital PR, mobile experience, conversion optimization, and analytics work more effectively when they operate as one coordinated digital-growth program.

Project Stories Are Reusable Business Assets

Well-developed project stories can support search visibility, AI-assisted discovery, media outreach, sales conversations, proposals, recruitment, stakeholder education, and future follow-up communication.

Digital PR Strengthens Trust and Authority

Digital PR can strengthen human confidence while also supporting the external brand mentions, references, links, and authority signals used by search and AI-assisted discovery systems.

Mobile Usability Supports Long B2B Journeys

Mobile usability matters in long construction-sales journeys because executives, project stakeholders, partners, media representatives, and prospective employees conduct research across multiple devices and locations.

Inquiry Context Should Follow the Lead

A website inquiry should retain its original source, campaign, landing page, content history, inquiry classification, and expressed need when it enters the business-development and sales process.

Multi-Office Organizations Need Routing Rules

Multi-office organizations need clear inquiry-routing, ownership, reassignment, escalation, backup coverage, and response-time rules so qualified opportunities do not remain unassigned.

Measurement Must Continue Beyond the Form

Longer construction-sales cycles require measurement beyond the initial form submission, including qualification, assignment, response time, opportunity creation, proposal activity, pipeline movement, and awarded-project outcomes.

CRM Automation Should Support Human Follow-Up

CRM automation should improve assignment, reminders, visibility, consistency, and timely action while supporting—not replacing—the human relationship development required in complex construction opportunities.

AI Assistance Still Requires Human Oversight

AI-generated summaries may assist internal teams, but qualification, project evaluation, recommendations, relationship management, strategic judgment, and business decisions require responsible human oversight.

Conversion Growth Is Not Revenue Growth

Website-conversion growth should not automatically be presented as equivalent to qualified opportunities, bids, proposals, contracts, awarded projects, pipeline value, or recognized revenue.

Published Metrics Need Clear Definitions

Published performance metrics should include clear reporting periods, data sources, comparison methods, conversion definitions, attribution limitations, and confidentiality considerations whenever the available client records permit that level of disclosure.

Completed Engagement

Documented Engagement Services

These services reflect the documented website, search, content, digital PR, conversion, analytics, and business-development support included within the engagement.

Website Strategy

Website Redesign

Website Development

Responsive and Mobile Experience

Construction SEO

SEO Optimization

Website Content Architecture

Project and Capability Communication

Content Strategy

Content Creation

Digital PR

Search Authority Building

Conversion Optimization

B2B Lead-Generation Support

Sales-Journey Support

Website Analytics

Performance Reporting

Client Feedback

GudBee helped us modernize McCarthy’s digital presence and build a stronger foundation for long-term growth. Their work across website strategy, SEO, digital PR, and user experience made our capabilities and project experience easier to discover, understand, and act upon.

Laura
Senior Marketing Manager, McCarthy Building Companies

Expand search visibility across additional construction sectors, capabilities, and regional markets.
Strengthen the relationships among market, capability, project, office, leadership, and insight content.
Create more question-focused content around the issues project owners evaluate before selecting a construction partner.
Improve structured data and entity relationships across relevant website experiences.
Develop additional expert-led content around construction technology, safety, quality, sustainability, planning, and project delivery.
Expand digital PR around important projects, organizational expertise, innovation, community impact, and industry leadership.
Build more interactive and filterable project-portfolio experiences.
Create an approved project and capability content library for business-development teams.
Evaluate an AI website search experience grounded in McCarthy-approved website content and documents.
Connect project inquiries with the appropriate office, market, business unit, or representative.
Define lead ownership, qualification, response, escalation, and reassignment standards.
Connect website-source information with CRM lead and opportunity records.
Establish consistent opportunity stages, next actions, aging expectations, and loss reasons.
Measure inquiry quality, response time, opportunity creation, pipeline progression, awarded projects, and revenue where systems and policies permit.
Monitor priority construction questions across Google search features and selected AI-assisted platforms while continuing to improve mobile usability as stakeholder needs, website content, and technology change.

Published Results

Results are based on performance percentages currently published by GudBee for the McCarthy Building Companies engagement.

The reported indicators include:

SEO Visibility Website Traffic Website Conversions Mobile Engagement

Before Publication

Before the revised case study is published, GudBee should confirm the reporting methodology, metric definitions, scope, and client permissions supporting the published statements.

Publication Verification Checklist

Reporting period
Baseline and comparison periods
Analytics and SEO data sources
Definition of SEO visibility
Definition of a website conversion
Whether conversions include primary inquiries, supporting engagement events, or both
Whether bot and internal traffic were excluded
Whether results apply to the full website or selected sections
Approval to use the client quotation
Approval to publish the client’s name and title

Interpretation and Attribution

The case study should distinguish measurable digital-performance indicators from downstream sales outcomes, independently controlled AI visibility, and future CRM or revenue-process capabilities.

Digital Performance Is Not Automatically Revenue

Website rankings, traffic, engagement, and conversions should not be presented as equivalent to qualified opportunities, bid invitations, proposals, awarded projects, contracts, or revenue unless connected records support that attribution.

AI Visibility Is Independently Controlled

The AI-readiness discussion describes how website, content, SEO, authority, and technical improvements can support machine-assisted discovery. It does not claim guaranteed AI citations, recommendations, rankings, or placements.

CRM Capabilities Represent Future Extensions

The sales-enablement and CRM discussion describes the revenue-process foundation and logical next-stage capabilities associated with the engagement. It does not claim that GudBee implemented McCarthy’s routing, automation, pipeline, proposal, or revenue-reporting systems unless additional records verify that work.

Construction Growth, AI Visibility, and Sales Enablement

Ready to Build an AI-Ready Construction Growth and Sales System?

GudBee helps construction companies connect Google and AI visibility, project and capability content, website experience, digital authority, qualified inquiry conversion, sales enablement, CRM automation, and performance measurement.

Let’s identify how project owners discover your company, which capabilities and evidence they need to evaluate, where qualified inquiries are being lost, and what website, content, technology, and revenue-process improvements can create more valuable project opportunities.

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Tell GudBee which construction markets, project types, offices, capabilities, business-development priorities, and revenue opportunities matter most to your organization.