Image by C Dustin
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Creating SEO-Optimized content for a rapidly growing tech company 

MESSAGING    COPYWRITING

The Situation

The leading provider of construction finance technology, Built offers software that helps manage risk, maximize productivity, accelerate timelines and improve customer workflow. In early 2020 Built acquired lienwaivers.io in an effort to expand their offerings and customer-base, effectively launching Built for Contractors. Coming from a focus on construction lending, this exciting merger and subsequent product launch brought construction spending into the fold. As such, Built began developing a suite of new products, but they needed help writing copy that would clearly explain the value of their technology and help them rank high on search engines.

The Solution

Although Smudgepot had worked with Built prior to their merger with lienwaivers.io, Built really began leveraging the power of content with the launch of Built for Contractors (B4C). From composing blog posts and case studies, to writing calls scripts for the sales team, Smudgepot worked closely with Built's internal marketing team to create SEO-optimized content that would help them gain traction and eyeballs online. In an effort to clarify the value of B4C, Smudgepot wrote copy for an ebook that could be used in sales pitches and marketing, and helped Built rank for the term "lien waivers," by composing copy for a web-based informational manual called Lien Waivers 101: The Essential Guide. We continue to work with Built to provide clear and valuable content that we hope will help them continue to grow!

All I have to say is WOW!

This work is really amazing.

Sean Richardson,

Marketing Manager

Image by Max Langelott

Copywriting

Utilizing language that makes sense to industry professionals and outsiders alike, Smudgepot creates copy for Built that is not only digestible, but relatively enjoyable to read, too. Although at first glance lien waivers and construction lending may not seem like the most engaging subject matter, we've found that employing colorful metaphors and witty remarks makes financial technology interesting, enlightening, and incredibly valuable to the company's audience. Furthermore, this type of base-level language is exactly what search engines need to connect Built to the customers who need them.

THE ESSENTIAL GUIDE

Lien Waivers 101

March 2021

A complete and detailed guide to understanding lien waivers

EXPLAINER VIDEO SCRIPT

Invoice Management

February 2021

Built is designed to power smarter construction finance. Offering tools that help lenders and contractors seamlessly manage money flow, Built is the most important tool...

LANDING PAGE

Invoice Management

February 2021

An innovation to Built's core Construction platform, Invoice Management is revolutionizing the way contractors and homebuilders manage billing processes...

CASE STUDY

Cardella Construction

January 2021

Leveraging Built’s Integrations with Procore and DocuSign Meant Vast Improvements for the Cardella Construction...

CASE STUDY

The Wolff Company

December 2020

Improving systems by leveraging Built software led to improved confidence in the general contracting space

BLOG POST

How to Promote Your Home Building or Construction Company Online

August 24, 2020

Although it may not be your favorite part of the job, learning how to promote your construction company can...

BLOG POST

Five Digital Trends Your Home Construction Business Should Be Using

August 19, 2020

Taking on the responsibility of building another person's home is no simple task. Not only are those in the industry...

BLOG POST

The Procore QuickBooks Online Bridge Might Be the Key to Your Success

July 30, 2020

It's no secret that organization is an incredibly valuable quality when it comes to maximizing your workflow...

BLOG POST

Improving Efficiency with Lien Waiver Notarization for Required States: TX, MS, WY

April 23, 2020

From creating and printing, to sending, tracking and receiving, most folks with the lien waiver process will tell...

EBOOK

Built for Contractors Overview

June 2020

Complete lien waivers quickly. Pay vendors immediately. Keep projects progressing efficiently.

PRODUCT PAGE

Sync Data Between Quickbooks and Procore Online

June 2020

Effortlessly manage projects, billing, payment and cost codes across both platforms 

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