A crucial aspect that sets the construction industry apart from several others when it comes to marketing is the importance of personal contact. Word of mouth continues to rule the roost, with many consumers saying it plays a vital role in their decision-making. Besides, a significant percentage of customers who make it to a sales representative have already done a fair bit of groundwork.
Despite the fact that we live in a rapidly evolving world, we continue to deal with consumers who place more faith in word of mouth over traditional forms of advertising. In addition, they have the ability to find the information they seek on their own. So, how do you reach out to these consumers? Then, how do you convert them into leads? With increased leads come more customers, which is relatively easy to achieve if you get your construction website design right.
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While consumers refer to local listings and reviews, expect them to turn to your website when they need comprehensive information about your business. What goes on your construction website is under your control, which makes you responsible for the message it conveys to your target audience. Your website also gives potential customers a glimpse into your company’s values. Unfortunately, not many companies are taking advantage of the opportunity that the right kind of website design for construction has to offer when it comes to generating leads.
Invest in SEO
The best construction websites pay due attention to search engine optimization (SEO) because one of the smartest ways to generate online leads is via search engines. When done right, SEO can get the pages of your website to rank well on search engine results pages (SERPs). While this helps drive plenty of organic traffic to your website, it also helps increase your brand’s visibility and build customer trust. Bear in mind, though, that SEO does not produce overnight results and you need to view the money you spend as a long-term investment.
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Think Beyond a Portfolio
Your website gives you the ability to put forth much more than before and after photos of completed projects, which is why run-of-the-mill construction website templates are now passé. A photographic portfolio is part of the parcel, no doubt, but this section comes with immense potential when it comes to generating leads. Your projects’ listings serve as an important element of the overall website, which is why this aspect requires careful consideration.
While portfolios of projects and case studies give you easy means to promote the end result, they also let you demonstrate expertise, strategic consideration, and problem-solving skills. Not surprisingly, you may find this to be rather common when you look at the best construction website designs.
If you feel you don’t have a sizeable list of before and after photos, consider adding more to the collection. Use photos that illustrate your customers’ goals, the barriers you faced, and what you did to overcome challenges.
Content is an important element of construction industry website design. If you feel you don’t have much to put across textually, understand that even a single paragraph can be beneficial, as long as it talks about a problem and solution.
If you look for construction website design ideas, you’ll notice that using videos makes it to most lists. Even if you run a small construction company website, videos give you an easy means to showcase your expertise, offer insight about your company, and provide different types of information your target audience might find of interest. Besides, videos can serve as a more engaging tool than text for many users, helping them stay on your website for longer and move toward performing desired actions.
Some of the other benefits of using videos as part of your overall website design include:
- They provide visual appeal.
- You may use them to demonstrate different construction-related complexities.
- Behind-the-scenes videos can help establish trust.
- Educational videos can position you as an industry expert.
- Video testimonials can help build emotional connections.
- The use of videos is great from the SEO point of view.
Determine the Goal of Your CTA
Before building a construction company website, ask yourself what action you want its visitors to perform the most. Usually, the call to action (CTA) is to schedule a call or visit a physical location. For example, your CTA could focus on getting potential customers to set up a meeting. Alternatively, depending on your business model, you could eliminate this step and encourage your website’s visitors to hire a crew to take care of their projects. When you determine the goal of your CTA, you can use specific words to convert your website’s visitors into leads.
Focus on User Experience
With regard to web design, user experience (UX) refers to how a visitor feels when using and interacting with a website. While a good UX leads to high engagement levels and conversion rates, a poor UX can result in high bounce rates. The latter is when people leave a web page without performing any action.
Since building credibility is important if you wish to generate leads and build customer loyalty, paying attention to the UX your website delivers is crucial. While providing a good UX is ideal if you wish to convert web traffic into leads and leads into customers, it has a positive effect on SEO as well. This is because search engines like Google consider UX as an important ranking parameter.
Publish Reviews and Testimonials
An increasing number of consumers read reviews and testimonials before making purchasing decisions. Consider these numbers collated by Vendasta:
- 92% of consumers go through at least one online review prior to making a purchase.
- 40% of consumers read just one to three reviews to form an opinion about a business.
- The biggest factor that consumers rely on to judge businesses is star rating.
- Half of all consumers find online reviews more motivating than promotional offers.
- 81% of consumers evaluate local businesses by turning to Google reviews.
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Testimonials are powerful, of course, but there can be a downside as well. For instance, displaying a customer’s testimonial on your website might end up causing more harm than good. While testimonials give you an easy way to establish a positive brand image and build customer trust, there are a few aspects that require your attention:
- Use of photos. Photo testimonials are effective, and it’s not because people in them are popular, because they probably aren’t. According to Vero, adding pictures has a positive impact on click-through rates. Besides, potential customers like putting a face to a name. It gives them a feeling that the testimonials come from real people, making them more confident about your claims.
Address Negative Reviews
It is not uncommon for disgruntled customers to be rude and loud. However, it is imperative that you address these concerns, especially when your business is in a position to defend itself. When replying to negative feedback, take time to formulate a suitable answer.
Keeping your replies simple is the ideal way to go, and don’t forget to thank your customers for their patronage and feedback. Remember that a simple apology makes way for a human connection, showing potential customers that your business is accountable.
According to Pew Research, while 43% of Americans pay more attention to positive reviews when making purchasing decisions, around 55% focus more on negative reviews. As a result, ignoring negative reviews is not the best way forward, all the more so because your potential customers get to see how you handle them.
Display Awards and Accreditations
You should display all the awards and accreditations your business has received for the world to see, as this is another important aspect of website design for construction companies. If you don’t have any awards yet, start by partaking in local and regional competitions. As and when you win, include their mention on your website, and issue press releases. After all, an award serves as a guarantee of quality, and a good digital marketing team should be able to capitalize on it in the right manner, by boosting brand awareness and driving inbound leads.
If you look at any list of top 10 construction company websites, you’ll notice they share several commonalities. For starters, they pay due attention to search engine optimization, which is perfect for attracting organic traffic and generating leads. They also focus on delivering great user experiences, which goes a long way in converting leads into customers. The top construction companies also invest in social media marketing as this gives them the means to reach out to audiences where they hang around the most.
If you feel your business might benefit from what construction website design has to offer, consider partnering with a digital agency that has relevant experience. This is because expertise and great results typically go hand in hand.