Rethinking Your Website?
When you have a construction company, it’s wise to convey your credibility and trust with a website that showcases your successes and readily conveys your niche areas and reliability. How do you know if your website is getting the job done? And, if you decide to rethink it, how far do you go and what are you striving to achieve? Read on for website pointers to drive your brand forward.
Customer Focused
First things first. Who is your website for? As Chemene Phillips of BRIXbranding underscores, your company website is not really “yours”: “Above all, your construction business website needs to be user friendly. Your website isn’t for you — it’s for your potential clients. It should cater to their needs and solve their problems, selling your construction services as the ideal answer to their pain points.” If you are wondering how well a website meets your business needs, Phillips suggests these tactics for assessment:
- Test the load time — You can use a website speed checker like Pingdom to check load speed and get insights for speed improvement.
- Check your bounce rates — Your bounce rate shows you how quickly users leave your site after they’ve landed. The longer they stay, the better. A website builder like WordPress or tools like Google Analytics can track these metrics.
- Ask for feedback — Improving your website could be as simple as asking your loyal customers through a Google survey to tell you what they like (and dislike) about your site. Additionally, solicit critiques from users who have never seen your site before with a simple ask: “We are updating our website, and would love your feedback.”
As you consider improvements, keep both form and function front and center. Phillips stresses, for example, that a construction business website “should look great — with relevant, high-quality images and a crisp, pleasing layout — but it also needs to work.
Your website should fully load within three seconds…Once it’s loaded, you should be sure that every button and link goes to the correct page….” When you decide it’s time for updates, start by thinking about your customers and the story you want the website to share with them, and then work into telling it. You may find these marketing techniques from Phillips helpful:
- Create a detailed description of your ideal customer. This branding exercise helps you define your target audience and describe their professional life, including the problems they need your help to solve…..
- Next, it’s time to write. Keep your defined audience at the heart of every word on the page and create text that speaks to that audience. Clear, concise copy that gets to the heart of your expertise and service offerings will keep your audience hooked and encourage them to call….
- The best business websites don’t just list the company’s services…— they tell a story….Every part of your website, from your portfolio of past projects to your contact page, should tell a story that makes sense to your ideal client. Every word, call-to-action (CTA) button and image should be a reminder that you understand their needs and can handle the demands and complexity of their projects better than any other construction company.
Ideally, the website for your business needs to communicate that you understand the kinds of problems and frustrations (aka pain points) your customers are concerned with, and show that you are not just “a” solution, but actually the best solution on the market. Consider, for example, how you can use your website to convey to your ideal customers that “your pricing is competitive, your experience addresses their needs and you’re able to handle any challenges that might arise.”
As you prepare to showcase your sharpened customer and brand focus on your website, you may also find it’s time to give your social media presence a refresh. The Contractors School points out that successful businesses leverage social media to “show off completed projects, customer testimonials, and behind-the-scenes content, creating an engaging community that attracts new business while retaining current clients.” You will not do your brand any favors on social media if your approach revolves around sporadically liking the random content of others, or haphazardly sharing poor quality photos. Maximize your use of social media with a thoughtful posting strategy that helps you:
- Showcase portfolios of completed projects.
- Share client testimonials and reviews.
- Highlight your expertise and professionalism.
- Engage directly with potential clients through comments and messages.
- Optimize marketing strategies using audience engagement analytics.
- Give a glimpse into daily operations by highlighting the people behind your projects. Introduce team members, share their stories, and shine a light on their expertise. You can also show behind-the-scenes shots of your crew at work…
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