How to Identify Website Optimization Opportunities and Act on Them

website optimization opportunitiesWith some small SEO improvements, your website could be bringing you even more construction clients than it is now. Taking a closer look at how your site performs will help you spot opportunities for improvement and decide which ones are worth your time.

Audit Your Site

The easiest way to zero in on areas that need improvement is by running your site through one of the many free or paid website SEO auditing tools online. Google’s URL Inspection Tool can show you coding errors that could prevent your site from ranking well or even from being indexed at all. Use Google’s Pagespeed Insights to make sure the main components on your most important pages, such as your home page, portfolio, and email sign-up pages, load within three seconds.

Check that your content is organized logically and focuses on the right keywords. If you’re targeting commercial remodeling clients, but your content doesn’t include many of the phrases those clients might search for, you have a problem. To get an idea of your Google ranking, sign out of your Google account and search for targeted phrases you hope to rank for.

Prioritize Your Improvements

Some improvements, such as correcting major coding issues, might require help from a website designer, but there’s still a lot you can do on your own. If you find your content isn’t well SEOd, you might want to re-write some of it. In particular, optimize your titles and subheadings. “Tips for Adding Storage to Your Office Building” is better than a clever, but vague title. Organize your content into SEO-friendly “silos” or categories and subcategories. For example, your blog posts about upgrading office building storage, meeting rooms, lighting, and so on can all be linked to from the main category of office building remodeling.

If the images in your project gallery load slowly, compressing them into smaller files can help speed things up. Also consider using a content delivery network (CDN), such as CloudFlare, for faster content delivery.

How the Right Images can Help Convert Your Website Visitors

website imagesBecause construction involves a strong visual component, the right images are critical for communicating the value of your company. Choose website images that showcase your expertise and convey your personality, and you’ll convert more of your visitors into clients.

Communicate Benefits

Sometimes the benefits you offer clients just can’t be fully conveyed with words. Photos, however, show your prospects exactly how your work outshines your competitors’. This goes beyond your basic portfolio. If you pride yourself on your flexibility, choose photos that show how your building projects have met some of your clients’ unconventional requests. If you carefully select high quality building materials, use pictures that demonstrate how your preferred materials compare to inferior products.

Build an Emotional Connection

While photos of your work are important, they aren’t the only thing your prospects want to see. Pictures of your team help would-be clients get a sense of who you are as people and let you express your personality in a way that speaks to your ideal clients. Candid shots from the company picnic reveal a family-friendly side that can help attract new home builders, whereas pictures of your design team in the office might appeal to more business-minded clients. If aging-in-place remodeling is one of your specialties, a picture of your happy clients showing off their home’s new features assures your older prospects people just like them trust you.

Guide Your Visitors

Most people skim webpages, so they can easily end up lost and confused. Graphics grab your visitors’ attention and let you guide them where you want them to go. Arrows and icons lead your visitors through your marketing funnel. Diagrams, illustrations, and text boxes get critical ideas across and clarify complex concepts. That’s particularly important in specialist fields where your clients might not fully understand everything that goes into their construction projects. The better your prospects understand what you do and how your expertise benefits them, the more likely they are to chose your company.

3 Tips To Attract New Construction Business Through Your Website

attract visitors to websiteActively hunting down new leads is all part of running a construction firm, but getting warm leads to come to you on their own will make your job a lot easier. By fine-tuning your website to attract new construction business, you can grow your firm without adding to your marketing workload.

  1. Direct Your Traffic – Design your site to guide visitors toward giving you their contact information. Make it easy for them to find essential information, such as your services, portfolio, and the market sectors you specialize in. For each page, consider what your visitor will want to know next and make sure that information and your contact information are easy to find. If you’re using a lead magnet, such as a white paper or helpful checklist, to attract new construction business, highlight that content on your homepage, in your sidebar, and at the end of your blog posts.
  2. Offer Live Chat – Live chat isn’t just for retail websites. Given all the complexities involved in planning a construction project, your visitors are bound to have questions. If they can’t get answers fast, they might just take the easy route of clicking over to your competitor’s site rather than calling you to ask. With a live chat window, your visitor can get their question answered quickly and you’ll have the valuable opportunity to engage them in a conversation and set up a phone meeting.
  3. Introduce Yourself Through Video – Especially if you target business people, such as property developers, some of your visitors will be short on time and not in the mood to read through a bunch of text. A short introductory video helps you reel them in and hold their attention while you give them an overview of what you do and how you stand out from the competition. Video also gives your visitor a chance to hear and see you “in person,” which helps break the ice and encourage them to give you a call.

 

5 Tips for Promoting Your Website

website promotionA website that’s skillfully crafted to pull in construction leads is a key part of effective online marketing, but it isn’t much good if it sits unseen. A little strategic promotion ensures your site will have an audience to work its magic on.

  1. Use social media wisely – Social media can bring you new website visitors and boost your site’s search engine rankings, but avoid the faux pas of constantly broadcasting ads. Base 90 percent of your posts on tips, news, facts, and other non-self-promotional content and make the rest direct calls to visit your site.
  2. Get on video – Video sites such as YouTube, Vimeo, and DailyMotion are popular sources for tips and advice, so make sure your content is there for your potential clients to find. You’ll not only reach a broader audience, but also build trust and rapport in a way text alone just can’t. Video also helps you grab attention on Twitter, Facebook, and Instagram.
  3. Leverage other blogs – Publishing on the blogs of complementary businesses, known as guest blogging, introduces your firm to new audiences while giving you the benefit of another company’s endorsement. It’s an especially effective online marketing tactic if you have a less common specialty such as historic building preservation, restaurant construction or modular construction. Search online for terms such as “guest blogger” or just ask your favorite construction and real estate blogs if they accept guest posts
  4. Invest in paid advertising – Done well, paid ads can bring quick results. Google Adwords and Bing Ads let you bid on search terms. With Facebook Ads and LinkedIn advertising, you can precisely target the demographics that will see your ads.
  5. Keep publishing – The more content on your website, the better the chances of that content showing up when one of your potential clients searches for construction project tips online. A consistent publishing schedule lets the search engines know your blog is active and worth ranking highly, but more importantly, it keeps your readers coming back because they know they can expect fresh content.

 

Is Your Construction Website Missing These Key Elements?

website checklistA well-designed website can bring you new leads every week, but with so many possibilities for design, it’s easy to leave out a critical element or two. Reviewing your site for important business website elements that might be missing will quickly show you where you can improve.

A Plan for User Flow

If you want your visitors to interact with your site and contact you, to need to lead them through the process. Look at your site with your objectives in mind. These might be getting your visitors to sign up for a newsletter, download a case study or fill in a contact form. Your site design should provide a clear, logical path for visitors to take to get the information they want, learn about your services, and then supply their contact details.

Trust Elements

Features that demonstrate your credibility and expertise are among the most valuable business website elements. This starts with your business address and phone number, along with other contact methods such as Skype or your social media handles. Create an About page that offers insight into your firm’s background and ideals. Include photos of your team and don’t be afraid to throw in a candid shot or two to help humanize your firm. Provide testimonials, on video when possible, along with the logos of your satisfied clients. Any awards your firm has won deserve a prominent place on the homepage. Publishing authoritative, in-depth content such as case studies, white papers, and data analysis can help, too.

Information Capture Elements

If a form on your contact page is the only encouragement you’re offering for visitors to contact you, you’re missing out on new leads. To draw in more, offer a monthly newsletter with audience-targeted content, such as tips on planning a home renovation project or trends in sustainable building. Make some of your popular long-form content, such as case studies, available only in exchange for an email. Keep your sign-up forms as simple as possible.

For more ideas on which business website elements will benefit you most, contact us at Construction Monitor.

Navigating The Ins and Outs of Online Lead Generation

navigate pathIf you’re used to bringing in most of your construction leads through networking or conventional marketing, it can be hard to know where to start with online lead generation. With a guide to follow, though, you’ll see just how simple the process can be.

Plan Your Visitor’s Path

You’ll get the most out of your online lead generation efforts by planning the path you want your potential clients to take from the time they discover your business online to the time they contact you. Start by deciding how you’ll attract your target prospects to your website, such as through paid advertising, social media interaction or search engine marketing.

Based on this, consider which pages your visitors will land on first and aim to guide them from there to the information they want, then to contacting you. That means providing clear navigation, links to related content, and calls to action encouraging them to take the step you want them to, whether that’s signing up for your newsletter or filling in a contact form.

Optimize Each Step of the Path

An effective lead-generating website is made up of several critical components.

Offers – An offer or incentive is something of value you give your visitor in exchange for their contact information. It could be your newsletter, a free whitepaper or a problem-solving strategy session.

Landing pages – These are the pages where visitors first enter your site from off-site ads, social media posts and other links. Most landing pages focus on a single offer, which helps guide your visitor toward taking the action you want.

Calls to action – These statements give your visitors clear, specific directions on what to do next, such as “Sign up for your free strategy session now!”

Forms – Website forms make it easy for your visitors to give you exactly the information you need. Often space for a name and email or phone number is enough, but other times you might include questions to pre-qualify your leads.