Key Construction / Formcode / Post-Launch Baseline
Your new site went live on August 14 and it does its job. Sixty-four projects, ten market sectors, five services, four named clients on record, fast and secure on every device. It speaks for itself.
What this document is
This is a baseline. It records where things stand thirteen days after launch so that a year from now we can put the same measurements side by side and show you exactly what changed. Nothing in it is a problem report and nothing in it requires action.
It comes in three parts. Section 1 is the baseline itself, the numbers we will re-read next August. Section 2 is a set of observations about how Key Construction appears on platforms you do not own, each one optional. Section 3 is the ongoing work that would keep those things accurate over time.
If you want to skip to the useful part: the items marked Suggested are the four we would start with, and every one of them is cheap, quick, and independent of the others.
Two groups. The first is the site we built, which is complete and holding. The second is everything measured outside the site, on platforms Key Construction does not control. Several of those numbers sit at or near zero, which is simply what a thirteen day old search footprint looks like, and is exactly why it is worth recording today. Nothing in the second group needs attention. It is here to be measured again next August.
Eleven observations, taken the way an owner, an architect, a subcontractor, or a candidate would see Key Construction before they ever reach your site. Every one of them lives on a platform you do not control: Google, the trade directories, the job boards, the AI assistants. None of it is broken and none of it is urgent. Each observation ends in a question rather than a recommendation, because the answer is yours and it decides whether the work is worth doing. Four are marked Suggested. Those are the ones we would do first.
These are points of inquiry, not a task list. Tick anything you would like to talk through, then use the button at the bottom to send us the list. We come back with a scope and a price for those items only. Ticking something is not a commitment to do it.
F-01
Company Name Consistency
What we sawA search for the exact phrase "Key Construction" returns a general contractor in Wichita, Kansas: founded 1978, 200 plus employees, ENR Top 400, at keyconstruction.com. There is also a Key Constructors in Mississippi and a Key General Contractors in Cleveland. Your own records carry three different names: your site says Key Construction, your Google profile and the Construction Association of Michigan say Key Construction Group, and ConstructConnect says Key Construction LLC.
Your name is shared with a much larger national contractor, and your own records do not agree on which version is yours.
When an owner in Toledo or Dearborn hears your name in a meeting and looks it up that night, which company do you want them to land on, and under which name?
Checked Aug 27, 2026 · Public search, ConstructConnect, CAM Buyers Guide, AGC Michigan, ZoomInfo
F-02
How AI Assistants Describe You
What we sawWe asked assistants the three questions a real prospect would ask: what is Key Construction, who should I talk to about commercial construction in Southeast Michigan, and what sectors do they build in. On the checks we ran, the answer described the Wichita firm. None returned your Dearborn office, your Toledo office, your market sectors, or a single one of your 64 projects.
When a machine is asked about Key Construction, it currently answers with somebody else's company.
If someone asks an assistant about you before they ask a person, is the answer one you would have written?
Checked Aug 27, 2026 · Assistant queries and public search results, run fresh with no prior context
F-03
Google Reviews
What we sawYour Google profile shows a 5.0 rating built on two reviews. Commercial and general contractors within a few miles of your Dearborn office carry 22, 48, 56, and 111. Meanwhile your homepage carries four named references with titles attached: the Salvation Army in Northwest Ohio, the City of Dearborn Parks and Recreation department, Bedford Township, and the Oregon Economic Development Foundation. None of the four appear among your two reviews, so as far as we can tell none of them has been asked publicly.
Four people already put their name and title behind you in writing, and none of it is anywhere a stranger will look.
Of the owners you have delivered for in the last two years, who would say yes today if someone simply asked them?
Checked Aug 27, 2026 · Google Business Profile, comparable local profiles, buildwithkey.com homepage
F-04
Toledo Office Listing
What we sawYour site lists two offices: 835 Mason Street in Dearborn and 1838 Front Street in Toledo. Searching maps for the Toledo address, and for a contractor by your name in Toledo, returns no profile we can find. The Ohio office exists on your website and nowhere else that a Northwest Ohio owner would look. Neither office currently surfaces in the map block that sits above the regular results, which is what most people click first on a local search.
Half your stated footprint has no presence on the map that people in that market actually use.
How much of the work you want out of Northwest Ohio depends on someone in Toledo finding you without already knowing your name?
Checked Aug 27, 2026 · Google Maps search on the Front Street address and on contractor terms in Toledo, Ahrefs local pack data
F-05
Directory Contact Details
What we sawThree different phone numbers for you are in circulation. Your site and Google profile carry 313 444 9434. The Construction Association of Michigan buyers guide carries 313 400 8140. ZoomInfo carries 313 903 7778. Three addresses too: 835 Mason Street on your site and in the association listings, 21524 Military Street on ZoomInfo, and 22310 Lawrence Avenue on BuildZoom.
Depending on which record someone reaches, they may be calling a number you no longer answer or driving to an address you no longer occupy.
If a call came in on the old number tomorrow, where would it ring, and would anyone know it was a lead?
Checked Aug 27, 2026 · CAM Buyers Guide, ZoomInfo, BuildZoom, ConstructConnect, AGC Michigan
F-06
Search Visibility in Your Markets
What we sawWe ran the question a buyer actually types: who should I hire as a commercial general contractor in Southeast Michigan for a design-build project. The first page came back with Schonsheck three separate times, plus Matick, JLR Group, SunByrnes, and Fletcher. Every one of them has built out pages aimed at that exact question, several of them county by county and city by city. You were not on the page. Measured against the whole of search, the site currently ranks for four terms, and the strongest of them is the generic phrase "build construction" at position eleven.
The contractors showing up for your buyer's question are not necessarily better builders, they have simply written the page that answers it.
Which two or three markets do you most want more work in over the next year, and what would you want the page that wins them to say?
Checked Aug 27, 2026 · Public search on buyer-phrased queries, competitor site review, Ahrefs organic keyword data
F-07
Article Publishing
What we sawNews and Insights holds ten articles. The newest is dated March 27, 2025, and so are the two below it. Nothing has been published in the seventeen months since. The section is titled From the Field, which is exactly right, and the field has been quiet on it.
A visitor who checks the date on your newest post learns that the last thing you had to say was seventeen months ago.
In the last quarter, what did your team solve on a job site that an owner planning a similar project would genuinely want to know?
Checked Aug 27, 2026 · buildwithkey.com/news-insights and the published dates on each post
F-08
Project Page Detail
What we sawYou have 64 project pages, which is more proof than most contractors your size will ever assemble. Most carry a name, a sector, photographs, and roughly 150 words. What they do not carry is the owner, the architect, the delivery method, the square footage, the schedule, or what actually made the job go right. Camp Dearborn, the Bloomfield Hills schools, the Bedford Township maintenance building: each of those is a story an owner in the same position would read to the end. Across all 88 pages on the site, two currently earn any search traffic at all, and neither of them is a project page.
Your best sales asset is 64 pages deep, about a paragraph thick, and currently bringing in nobody.
If an owner asked for proof you have done their exact building type before, which single link would you send them today?
Checked Aug 27, 2026 · Crawl of all 64 pages under buildwithkey.com/portfolio, Ahrefs top pages report
F-09
Recruiting and Employer Listings
What we sawYour careers page names seven open roles and says plainly that you went from a two person operation to a multi-state firm with over 100 million dollars in completed work. A live job posting for a Construction Superintendent under the name Key Construction Group describes the company instead as a newer and younger construction firm. We could not find an employer profile for you on the review sites candidates check before they apply.
The version of Key a candidate meets first is not the version on your careers page.
When your best superintendent applied, what did they already believe about this company, and where did they get it?
Checked Aug 27, 2026 · buildwithkey.com/careers, live job board postings, employer review sites
F-10
Subcontractor Prequalification
What we sawPlan Room sends visitors to your BuildingConnected portal, which is the right destination for an active bid. What is not on the site is anything a subcontractor or an owner's rep needs before that: your bonding capacity, your insurance certificates, your safety record, your trade partner requirements, or a way to submit a prequalification package. Right now that exchange happens by email or not at all.
Subs and owners who want to qualify you, or be qualified by you, have no front door except a phone call.
How many good subcontractors in Northwest Ohio have never bid your work simply because they did not know how to start?
Checked Aug 27, 2026 · buildwithkey.com Plan Room link and site-wide review for prequalification content
F-11
LinkedIn and YouTube Pages
What we sawYour footer offers LinkedIn and YouTube. Searching both for a company page under Key Construction or Key Construction Group in Dearborn returned nothing we could find. For a firm hiring seven roles and bidding institutional and municipal work, LinkedIn is where architects, owners' reps, and candidates check whether you are real and active.
The two places your footer points people to do not currently have a Key Construction on them.
When an architect you have never worked with looks you up before recommending you, what do you want them to find?
Checked Aug 27, 2026 · LinkedIn and YouTube company searches, buildwithkey.com footer
The observations above are one-off corrections. These four are ongoing: they keep the record accurate as it drifts and produce the data next August's report is measured against. Each one names the observations it covers.
Covers observations F-01 and F-02. The same question set we ran on August 27, re-run every quarter across the major assistants, tracked so you can see whether the answer about Key Construction is getting more accurate or less.
Covers observations F-04 and F-05. Directory records drift on their own. Once your name, both addresses, and one phone number are correct everywhere, this keeps them correct and keeps both Google profiles current with photos and posts.
Covers observations F-06 and F-07. The site changed platforms thirteen days ago, which means the next ninety days decide how the new pages settle. This watches the terms that matter, catches anything that slips, and tells you in plain language where inquiries came from.
Sits underneath everything else. A site with 64 project pages and a growing article archive gets heavier over time. This keeps load times, uptime, backups, and the security layer monitored, with a named person who gets the alert.
If you took everything in sections 2 and 3, this is the order we would run it. Cheap and visible first, compounding work after. Whatever you actually select, we build the schedule around that instead. Month twelve is fixed either way: that is next August's report, measured against the baseline in section 1.
One name, one phone number, both offices listed.
Ask the clients who already went on record.
Markets, projects, and prequalification pages.
Articles, LinkedIn, recruiting, and monitoring.
Same measurements, a year of data behind them.
You are not buying a bundle. We scope only what you check, and we will tell you plainly which items are worth it and which can wait.
The site is finished and it stands on its own. Everything here is optional, and doing none of it is a legitimate answer.
This report measures the starting line. Next August we bring the same page back with a year of data on it, whether or not you select anything today.
The completed build, listed once so the record is whole. Delivered, paid in full, and closed. Nothing in this section requires anything from you.
The expensive part is behind you and it came out well. Everything else in this report is small, optional, and lives outside the site: the profiles, the listings, the records, and the answers other platforms give about you. Tick whatever you would like to discuss and send it over. Either way we will be back next August with this same report and a year of data on it.
We will come back with a scope and pricing for these items only.