A website heat map is one of the most effective tools for using your visitors’ actions to better understand what they’re looking for in a construction firm. By presenting data in a simple, visual way, heat maps show you what’s attracting your would-be clients.
- Learn what grabs their attention – Mouse-movement heat maps, also called hover or attention maps, tell you about what catches your visitors’ eye when they first arrive. If they go back and forth between two links, you might need to reword those links for clarity. If they tend to wander around the page, consider a redesign to help them find what they want fast before they give up.
- See where their true interests lie – Click maps shows you where your visitors ultimately decide to go, helping you better understand their goals. If far more visitors click your “renovations” link than your “new construction” link, maybe it’s worth re-targeting your site for renovations clients. If you want visitors to check out your portfolio first, but they tend to head for your community involvement links, you’ll know to make your portfolio link more prominent.
- Assess their attention spans – With a scroll map, you can see how far visitors scroll down different webpages. If they’re scrolling to the end of your blog posts on budgeting residential property development projects, but barely reading any of your industry news posts, that tells you about their interests. If they’re not making it past a few paragraphs on any page, why? Do you need more engaging introductions, better formatting, catchier subtitles or more images?
- Target your most valuable audience – Heat maps show you which behavior patterns convert best so you can optimize your site for visitors who fit that profile. Maybe the visitors who click over to your blog first and read several posts to the end are the ones who typically become clients. On the other hand, maybe it’s the ones who spend a little time on your portfolio, then head straight for your contact page.