Three options. Only one actually works for your business.
Residential driveway cut and civil subdivision earthworks are two businesses, both on the same page
Earthmoving is a two-customer business and your website almost certainly treats it as one. A homeowner needing a 100-cubic-metre driveway cut and a pool excavation cares about price, turnaround, spoil removal, and whether you can get a 5-tonne machine through their 3-metre side gate. A civil engineer specifying a subdivision earthworks package for a 12-lot land development cares about your NSW civil construction Cat A licence, your CCF membership, your $50m public liability, your engineered-fill-and-compaction-report capability, your EPA acoustic and sediment-control compliance, and whether you can crew a Cat 320 excavator plus a Cat D6 dozer plus a Caterpillar 12M grader plus a roller on the same site for three months. They open three earthmoving contractor websites at 10am, scan for the civil construction licence number and the fleet inventory in the first 20 seconds, and ring the one that proves it. Most earthmovers run one generic 'excavation and earthworks' page that wins neither: the homeowner clicks away because the page reads corporate, and the civil engineer clicks away because the CCF membership and the engineered-fill capability are nowhere. Meanwhile the quarterly civil-tender from the LGA's land-release program goes to the contractor with a dedicated subdivision-earthworks LGA page and a downloadable compaction-report sample.
Good earthmoving contractor marketing is three things kept separate: a residential site-cut hub with one suburb page per LGA you cut in, indicative pricing for the typical jobs (driveway cut $3,000-$6,000, pool excavation $4,000-$8,000, full site cut for a new build $12,000-$25,000), photos of finished cuts in that suburb, a 'tight-access 5-tonne mini-excavator' callout for narrow side-gate jobs, and the spoil-removal-and-recycling-rate promise; a commercial and civil subdivision-earthworks hub split per LGA, with the NSW civil construction Cat A licence number, the CCF membership badge, the $50m PL with WorkCover endorsement, a downloadable engineered-fill compaction report sample, the EPA acoustic and sediment-control compliance statement, and the full fleet inventory (Cat 320 excavator, Cat D6 dozer, Caterpillar 12M grader, Bomag BW213 roller, tipper fleet) with photos; and a road construction and civil works page for the LGA road-rehab and bulk-earthworks tenders. The trust signals are not negotiable: your NSW civil construction Cat A, B and C licence numbers, your CCF membership, your $50m public liability with WorkCover endorsement, your EPA compliance statement, your VR-engineered-fill quarry relationship for imported fill, and a sample compaction report from a recent subdivision job. Get this right and the next quarterly civil tender package from the LGA's land-release program has your name on the engineer's short-list before they open the spec sheet.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the earthworks mix that actually pays (subdivision civil tenders vs LGA road-construction contracts vs residential site cuts) instead of chasing every 'excavation' keyword. Briefs the other agents so the subdivision-earthworks hub, the civil-tender ads, the LinkedIn bulk-cut posts and the engineered-fill compaction-report capability all push toward the quarterly civil-tender pipeline that pays a multiple of the residential lane.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new LGA subdivision-earthworks page a five-minute job. Ships separate hubs for residential site cut, commercial and civil subdivision earthworks (with the engineered-fill compaction-report spec page), and LGA road-construction tenders, with the NSW civil construction Cat A licence, the CCF membership, and the $50m PL with WorkCover above the fold on every page, plus the full fleet inventory with photos, to your live site in two taps.
Goes through your live site for the things that actually move earthmoving rankings: '[suburb] site cut', 'subdivision earthworks [LGA]', 'civil works [LGA road]' targeted by hub, the NSW civil construction Cat A licence number and CCF membership pulled into the trust strip on every page, EPA acoustic-and-sediment-control compliance statements on the civil hub, fleet-inventory schema markup with machine names and tonnages, and a Google Business Profile primary category corrected to 'Earthworks Contractor'. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per customer: a residential ad set on '[suburb] site cut' and '[suburb] pool excavation' at the volume CPC for the homeowner market, a civil subdivision ad set on 'subdivision earthworks [LGA]' at a higher CPC because the lifetime value of a 60-lot subdivision tender is the equivalent of 80 residential cuts, and a road-construction ad set on 'road construction [LGA]' aimed at council and Tier 2 civil PMs. Turns Meta off for civil entirely; runs Meta only for the residential homeowner market.
Turns every bulk-cut day into a post in your real accounts: a 14-lot Schofields subdivision bulk cut with the engineered-fill compaction-report sign-off, an LGA road-rehab job with the BW213 roller and the EPA sediment-control pond, a residential pool excavation with the 5-tonne mini through the side gate. Builds the trust signal for the civil engineer who is researching earthmoving contractors on LinkedIn at 9pm. You upload one cab photo per job, the agent drafts the caption in your voice with the fleet, the cubic-metre cut volume, and the compaction-report detail, you approve.
Drafts the long-form pieces civil engineers, developers and homeowners Google before they brief an earthmover: 'how much does a subdivision earthworks package cost in [city]', 'engineered fill vs site-won fill what civil engineers actually want', 'EPA sediment-control compliance on a residential bulk cut', 'how to read a compaction report as a developer'. Two drafts a month, in your voice, that pull the civil engineer to your site before the next quarterly tender opens.
Your first 30 days.
- Annual plan tilted toward quarterly civil-tender subdivision earthworks (a 60-lot land-release tender pays a multiple of a quarter of residential cuts) with residential site cuts held as the cash-flow lane and LGA road-construction tenders as the third growth lane
- Google Business Profile rebuilt with 18-item service list (residential site cut, driveway cut, pool excavation, full house-pad cut, subdivision earthworks, bulk earthworks, road construction, civil works, engineered fill, compaction, EPA sediment control, tight-access 5T mini excavation, more)
- Subdivision-earthworks pages indexed across three civil-tender LGAs with full Cat 320 plus D6 plus 12M grader plus BW213 roller fleet inventory, the NSW Cat A licence, the CCF badge, and the engineered-fill compaction-report sample
- Civil-tender Google Ads live with the NSW civil construction Cat A licence, the CCF membership, the $50m PL with WorkCover, and the engineered-fill capability called out in the ad copy
- LGA road-construction tender page stood up per LGA with the BW213 roller and the EPA sediment-control compliance statement for council-PM-targeted campaigns
- LinkedIn account properly switched on with civil engineer and developer tagging on every bulk-cut post, separate from the Instagram-and-Facebook residential feed
- Bulk-cut cab-photo caption library running twice a week with cubic-metre cut volumes and compaction-report detail
- 'How much does a subdivision earthworks package cost' and 'EPA sediment-control compliance on a residential bulk cut' explainers drafted for approval
- Civil engineer and developer outreach drafted by Sam for the four civil firms and three developers in your patch who book quarterly subdivision pipelines
An earthmoving contractor who holds the NSW civil construction Cat A licence, carries $50m public liability with WorkCover endorsement, is CCF-member, runs a Cat 320 plus Cat D6 plus Caterpillar 12M grader plus Bomag BW213 roller fleet, imports VR-engineered fill from a quarry relationship, and can hand a civil engineer a per-lot compaction report signed off by the geotech is already better than the bloke with one excavator and a tipper. The work is making sure the civil engineer drafting the next 60-lot land-release tender package sees the licence number, the CCF badge, the fleet inventory, and the engineered-fill compaction-report sample above the fold before they ring two other earthmovers. That's the separate subdivision-earthworks hub per LGA, the LGA road-construction tender page, the LinkedIn bulk-cut cadence aimed at the civil engineers and developers in your patch, and the residential site-cut hub that catches the cash-flow lane in the same workspace.
Agencies are too dear to actually split the civil-tender ad set from the residential driveway-cut one for $3.5k a month. Tools are cheap but the NSW Cat A licence never gets pulled into the trust strip and the civil engineer never gets the LinkedIn intro. In-House is the third option: for $299 a month the agents ship the subdivision-earthworks hub, launch the civil-tender ads at the higher CPC the contracts justify, post the bulk-cut photos with the engineered-fill detail, and keep the Cat A licence and the CCF membership current on every page. You stay the operator of the marketing, the agents do the labour, your only job is the morning approval queue from the haul road. Stop losing the quarterly land-release tender to a competitor whose compaction report you'd never write yourself.