3 Components of a Successful Landing Page

landing pageWhile targeted marketing is essential for bringing prospects to your website, once you get them there you need to convince them your construction firm can meet their needs. Three critical elements will help your landing page accomplish this.

Your Unique Selling Proposition

What sets you apart from the thousands of other construction firms out there might be obvious to you, but your prospects won’t know unless you tell them. Your unique selling proposition (USP) is the set of benefits you offer that your competitors can’t. It might be an emphasis on sustainable, eco-friendly building practices, high-level client care, or skilled historical renovations.

Aim to express your USP throughout your landing page, including in your main headline, your subheadlines, your list of benefits, and your closing.

An Emphasis on Benefits

To be interested in contacting you, your prospects must understand not just what services and products you provide, but also how those products and services will benefit them. Your targeted marketing research should help you zero in on the benefits your clients are looking for. For example, basement or attic remodeling brings a homeowner increased living space to enjoy their hobbies. For a developer, your ability to handling large, complex projects can save them from costly delays.

Because most people skim when reading online, you’ll grab more attention by breaking the features and benefits of your services down into a bulleted list.

Conversion-Driving Design Elements

Visual content is critical for quickly conveying information and showcasing the quality of services you provide. Include at least one “hero shot,” an image or video that represents your services and expresses what it’s like to enjoy the benefits you offer. Additionally, images or videos of key team members help humanize your firm and build trust.

Make space in your design for social proof such as client testimonials, a list of well-known clients you’ve worked with, and data on your successes. Because it’s so valuable for building trust, this material deserves a place of prominence.

For more on bringing in clients through targeted marketing, contact Construction Monitor today!

How To Gain “Expert” Status Online And Build Trust With Your Website Visitors

expertBefore your would-be clients entrust a construction project to you, they need to have confidence in your skills and reliability. By demonstrating your expertise, your website can build visitor trust and bring in warm leads who already have faith in your abilities.

Create Thoughtful Content

Publish content that makes your visitors think, helps them see something in a new light or inspires strong feelings.

Report on emerging trends, adding your take on how they might affect your target clients. This could mean not only trends in construction techniques and materials, but overall changes in the industry. By doing this, you position yourself as a leader in your field armed with insider information. Do it consistently and your site will become a go-to news source.

Take a firm stance on a controversial issue. Picking a side demonstrates confidence in your knowledge and decisions. You’ll draw some critics, but you’ll stand out as someone who’s put serious thought into the issues and isn’t afraid speak up for what they know is right.

Proclaim a vision for your segment of the construction industry that encompasses more than just your firm. Then declare a mission for your firm that fits into that vision. You’ll show dedication to a greater good and attract those who support your ideals.

Demonstrate Your Skills

A well designed online portfolio is one of the most effective ways to display your abilities. If you don’t have images taken by a professional architectural photographer, invest in some. Include images of buildings at various stages of completion. Showing how you solved a particular construction challenge also helps build visitor trust.

To earn your visitor’s confidence and build rapport, hold a webinar to let them hear and see you discussing relevant issues in real time.

If you’re feeling adventurous, hold a live Q&A event where you invite visitors to share their problems and you offer solutions on the spot. An event like this helps you show off your in-depth knowledge and ability to think on your feet.

To learn more ways your website can build visitor trust, contact Construction Monitor.

Developing a Proper Buyer Persona

The more you know about your customers, the better you’ll be able to serve them. From there, you will be better able to provide what they need in the moment and anticipate what their follow-on requirements will be. A buyer persona gives you a detailed profile of your ideal customer that you can use to guide your marketing techniques and customer service efforts. The following information shows some ways to create a proper buyer persona for your customer base.

  • Remember the purpose of the persona: A buyer persona is a snapshot of your ideal customer. It collects the personal, professional, and financial characteristics of your best possible customer into a single profile. The persona represents the best, most profitable, and easiest-to-serve customer that could engage your services. The persona won’t represent every customer, nor can you limit yourself to serving only those customers who possess the characteristics of your ideal persona. However, with a proper buyer persona in place, you’ll have a better idea of what you can offer and what type of customer will be most willing to buy it.
  • Establish the basics: The foundation of a buyer persona is demographic data of your ideal customer. This includes information such as age, marital status, education, income level, and geographical location.
  • Look beyond demographics: Once you have the basics down, look more deeply into the lifestyle of an ideal customer. What would his or her average workday look like? What would this person’s goals be? Why would this individual want to engage with your company, and what challenges or problems would he want to solve through a business relationship with you? Answering these questions may take some creativity and imagination, but they can be critical in establishing the type of customer you want to attract.

Construction Monitor supports today’s companies with up-to-day information on construction starts and with usable advice on marketing and growing your company. Contact us today for more information on the process of creating a buyer persona and how these types of detailed customer profiles can help you target your marketing and expand your business.

Using Demand Generation to Drive New Construction Business

When customers are looking for construction services, they often have a pretty good idea of what they need. However, the techniques of demand generation can also be applied in the construction industry to improve lead generation and customer acquisition.

What is Demand Generation?

Demand generation involves the type of marketing that promotes awareness of and interest in your company. It is designed to not only make leads and potential customers aware of what you have to offer, but to make them excited to know more and to do business with you. This type of marketing requires a long-term commitment, but the results can be substantial.

Demand Generation in Construction Marketing

  • Show where you are needed: Demand generation shows benefits of your products and services that may not be immediately apparent. If you are a remodeling company, for example, customers understand that your services will improve the visual appeal and functionality of remodeled spaces. However, they may not recognize that an effective remodeling job can also improve a structure’s energy efficiency, making their indoor environment more comfortable and saving them money on heating and cooling.
  • Provide unique approaches: A lead may understand at a basic level how a project is designed and built. As a demand generation tactic, you can provide detailed information on the construction process and what can be expected. Text descriptions, diagrams, specification sheets, and even videos can give a level of detail that other companies don’t provide, improving your company’s reputation for being helpful.
  • Educate and inform: Offer ongoing education for your leads and customers. This can take the form of a regular blog, an informative website, or frequently updated social media pages. Give away some of your most valuable information to create goodwill. Interact with your leads and customers on your social media pages.

Construction Monitor provides the most recent data on construction starts, providing you with insight into where your company’s products and services are likely to be needed. Contact us today for more information on using demanding generation in construction marketing and how this technique can improve lead generation and bring you more customers.

Lead Generation Toolbox: 4 Methods You Can’t Afford to Ignore

lead generationA steady flow of construction leads keeps your firm running strong and fuels your growth. To achieve that steady flow, you need a strategy based on reliable lead-generation methods. There are plenty of methods you could use, but a few stand out as especially productive.

Active Prospecting

Whether it’s by cold calling or inviting key business owners to luncheons, you need to reach out to bring in leads. When you contact your prospects, mention someone the prospect already has an interest in or identify a specific business issue you can help with. Always have something of value to offer. Reliable construction industry data can help you identify good prospects and better define what you can offer them.

Planned Referrals

Referrals are some of the most favorable leads possible, but getting them requires some forethought. When a job is nearing completion, invite your client and their friends to the construction site for a progress review. When the job is done, follow up with a thank-you package that includes a referral form the client can use to pass along the contact information of anyone who might need your services. Consider offering a reward for every lead that turns into a sale.

Strategic Trade Shows Participation

Choose the right trade show and you’ll put your business in front of hundreds of potential clients. To attract qualified leads, design your booth and signage to clearly express what you do. Provide useful information, whether through signs and pamphlets or in conversation. Attract attention by handing out giveaways that are closely related to the services you offer.

Goal-Oriented Website Design

If you expect your website to bring in construction leads, you’ll need to plan the path your visitors will take from the page they land on all the way to the contact or sign-up form. Start by providing useful information prospects are searching for online. Then optimize every step to move your visitor forward. That means including strong calls to action at the very least.

For more information on attracting construction leads, contact us at Construction Monitor.

How to Leverage Strategic Partnerships to Generate Construction Leads

The process of building a construction business can be done alone, but it will be significantly easier and faster if you collaborate with other companies and form strategic partnerships. A strategic partnership is designed to allow your company and one or more partners to accomplish more together than you could individually. Here are some suggestions for forging mutually beneficial strategic partnerships and some lead generation tips you can use to help you and your partner grow.

  • Partner with companies with products and services that complement your own: Look for partners whose products and services are not identical to your own but that complement what you offer. If you specialize in new construction, for example, you might consider strategic partnerships with electricians, HVAC professionals, or paint and carpet suppliers. They can help direct you to leads that may need the type of construction services you offer while you help them with access to new construction projects and customers.
  • Partner with companies that have an existing customer base: A company with an existing customer base that is larger than yours will have access to more leads for your company. This can mean partnering with companies that have been around for a long time or that are highly successful. Offer these companies a partnership of value and they are very likely to want to work with you.
  • Partner with companies whose lead generation processes are more effective: One of the most effective lead generation tips available is to partner with a company whose lead generation techniques are more effective than your own. Perhaps such a company will have more business than it can handle, or it may get leads from potential customers who could use your company’s more specialized services. Trade knowledge with this company and learn its best lead generation tips.

Construction Monitor helps builders, renovators, designers, and other professionals in the construction industry with up-to-date business data and practice tips. Contact us today for more lead generation tips and additional information on how you can use strategic partnerships between your company and others to improve your business performance.

 

Reputation Management: How Your Online Reputation Can Affect Your Business

reputation managementYour reputation is among your company’s most valuable assets. Whether online or in the physical world, your reputation tells potential customers what they can expect when they deal with you. It is particularly important to maintain your reputation online, where leads and potential customers can easily find information — true or false — about your company. Here are some important ways your online reputation can affect your business and why reputation management is important in the online world.

  • Customers have access to much of your history: Customers can easily find information about your company’s history online. You can control what kind of information is available on your official website and sanctioned social media sources such as Facebook or Twitter. Outside of these resources, however, your customers can find other material such as newspaper articles, assessments of your company on review sites such as Yelp, and simple mentions on personal blogs or websites. This information can give potential customers a comprehensive picture of your reputation.
  • Customers can see your customer service in action: Potential customers can see how you handle customer service issues when they occur online. For example, if someone posts a complaint on your website, it’s easy to see how long it took for your company to respond and how you resolved the issue. Customers and leads can see for themselves the speed of response, the tone you took, and what you are willing to do to correct errors and ensure customer satisfaction. This can strongly influence a buying decision in cases where customers make emotional (rather than logical) choices.
  • False information is easy to present: In the online world, it is easy for disgruntled customers, competitors or pranksters to post false or negative information about you. Online reputation management gives you the opportunity to directly address this information and correct it (or have it removed) before it can harm your company.

Construction Monitor provides the most up-to-date business management data for construction firms and affiliated companies. Contact us today for more information on reputation management and how to effectively maintain your company’s reputation, and continued success, online.