4 Benefits of Using a Website Heat Map

website engagementA 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.

  1. 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.
  2. 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.
  3. 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?
  4. 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.

How a Content Marketing SWOT Analysis Can Help Your Construction Business

SWOT analysisPerforming a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on your content can help you get an effective, workable content marketing strategy into place quickly. With this done, you can be sure everything you publish will pull its weight in terms of bringing you new construction leads.

Get Your Bearings Fast

If you’re at a loss for how to move forward with your content marketing, a SWOT analysis can show you the way. It’s a simple process that gives you clear, usable results quickly even if you’re not an expert at marketing or data analysis. To start, all you’ll need is a list of basic stats on your best and worst performing content, such as formats, topics, lengths, and traffic sources, and a similar list for your main competitor’s best content.

Then work through the process of listing your content’s strengths, weaknesses, opportunities, and threats. If your best performing content focuses on cutting-edge innovations in prefabricated buildings, but your competitors are behind the times, you’ve found a strength you can capitalize on. If you notice your competitor’s content shows up in the search engine results ahead of yours, that’s a threat to look out for. Competitor not doing much on social media? There’s an opportunity for you to grab the leads they’re missing.

Create a Basis for Your Strategy

When you know what your content has going for and against it, you can more easily determine the direction you want to take with your content marketing. Say you want more single-family home construction leads. If you know you’re good at creating home tour videos and you’ve spotted an opportunity in social media, you might focus on filming more videos for social media.

With that goal in mind, you can get to work brainstorming ideas for videos, deciding how to integrate them into your sales funnel, and scheduling them in your editorial calendar. Instead of spending weeks crunching data, with a SWOT analysis, you can start creating strategic, lead-generating content within a day.

Analyzing Website Metrics Can Give You an Advantage

analyzing website metricsWith all the work you put into creating and promoting your website content, it only makes sense to keep tabs on how effective that content is. By analyzing your website metrics, you’ll learn exactly how well your site is connecting with your ideal construction prospects.

Why Website Metrics Matter

Your website analytics tell you how your audience is reacting to the content you give them so you can see whether or not you’re on track toward bringing in more clients. If you thought your target audience of real estate investors wanted to read about multi-family housing, but your analytics data show they’re more interested in your articles on commercial office buildings, you can adjust your content strategy accordingly.

Analytics help guide your promotion efforts, too. Maybe you think your hours of interacting on Facebook should be paying off, but the data tell you most of your prospects are coming from Instagram. With that information, you’ll know to shift your efforts.

Metrics to Watch

Focusing on the most informative website metrics helps you optimize your research time.

  • Traffic – This is the raw number of visitors to your site. Watching this number tells you how fast your audience is growing. It helps you spot spikes and dips caused by changes in your content or promotion strategy.
  • Traffic sources – Data on where your visitors are coming from show you how effectively your chosen promotion methods are working.
  • Top pages – Stats on which of your pages get the most visitors tell you what your readers are coming to your site for. If your blog post offering eco-friendly home renovation tips is popular, it’s worth expanding on that topic with more in-depth posts.
  • Conversion rate – This is the percentage of people who took a specific action on a page, such as signing up for your mailing list, downloading a free guide or filling out a contact form. It shows you how effective each page is at bringing you leads.

 

How To Determine What Your Visitors Really Want

visitor surveySome of the most valuable lead generation tips you’ll ever receive are those that help you understand your ideal construction clients’ needs. Follow a few proven methods for finding out why prospects visit your site and you’ll be better equipped to position your firm for sales.

Watch Your Analytics

If you’re not using an analytics tool to see how your visitors interact with your website, you’re missing valuable information. Tools such as Google Analytics, Piwik, and Open Web Analytics can get you started, though there are also numerous paid options. These tools tell you which of your pages are most popular, how many pages each visitor views and for how long, and how your visitors move through your site.

If you discover many of your visitors want to read about planning a mutli-family residential construction project, you’ll know to publish more content that helps them do that. You can then drill down into that subject by covering issues such as ADA requirements, fire safety, and noise control to again see which topics attract more readers.

Just Ask

Sometimes all you need to do to find out what your visitors are trying to accomplish is ask. End your blog posts with specific questions related to the post’s topic. If you write about solutions for noise control in a luxury apartment complex, ask your readers what problems they’ve faced in this area. Invite them to leave a comment or contact you to talk more about the issue.

Hold polls and surveys your visitors can answer right on your website. For a simple poll, you might choose three common problems and ask your visitors which one poses the biggest challenge for them.

Prospects on your email list can help you follow these lead generation tips, too. Send out a survey asking about the problems they’re facing, the kinds of existing services that interest them, and what services they’d like to see, but haven’t been able to find.

By watching your web stats and encouraging interaction, you’ll get a clearer idea of what your target clients hope to get from you.