Adding Multimedia to Your Construction Website to Stand Out From the Crowd

While the written word has its place, text alone often isn’t enough to set your website apart from your competitors’ sites. By presenting information in remarkable ways, multimedia content helps you stand out and clearly convey the value you offer.

Stand Out and Win Customer Loyalty

As your customers research their building projects, they’ll visit numerous websites looking for information and answers. The better your site helps them understand the complex construction issues they’re dealing with, the more likely they are to remember you and come back for more. By using multimedia content to present concepts in a variety of formats, you’ll be helping your visitors understand those concepts more clearly.

Maybe your competitors’ blog post on construction-to-permanent loans didn’t make sense to your visitor, but your video or animated images do. Useful tools, such as cost estimators and room layout planners, encourage your visitors to bookmark your site and return. The greater variety that multimedia content offers also makes using your website more enjoyable, giving your visitors positive feelings about your company.

Create Content They’ll Love

Use what you know about your customers to choose the types of multimedia that will appeal to them. If you’re targeting commercial property developers, a review of recent commercial building permits issued in your area might show growth in office buildings construction. To reach those developers, offer a narrated 360 virtual tour with clickable “hot spots” that guides them through one of your completed office building projects. Then add audio content busy professionals can listen to while they work.

If your ideal clients are planning pool installations, they might appreciate an interactive quiz that helps them choose the best type of inground pool for their needs and budget. A photo essay that illustrates each step of the installation job will also help them make better decisions about their project. To sell while you educate, use each step to demonstrate how your company does the job better than your competitors.

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.

Is Your Construction Website Mobile-Friendly?

mobile friendly website

Especially if you’re targeting property developers and other busy professionals, a mobile-friendly website is critical for connecting with your audience while they research services on the go. Learn where your website stands so you can reach more clients.

Find Out How Yo

ur Site Performs

Every smartphone and browser is a little different, so just because your site looks good on your phone, that doesn’t mean it’s truly mobile friendly. To know for sure, use one of the numerous mobile-friendly test websites. Google’s Mobile-Friendly Test gives an individual page a pass or fail score, and if it fails, the test results tell you what needs improving.

Other sites show you how the page looks on popular smartphones and tablets, then let you decide for yourself whether the results are good enough. Check your projects page to make sure images display correctly, descriptions are clearly visible, and the projects are easy to browse through. Make sure any virtual tours of your buildings work, too. Test pages designed to collect leads,

such as your contact page and sign-up pages for your newsletter and lead magnets. If your site doesn’t look or work correctly, it’s time for an upgrade.

Modernize for Mobile

To get a mobile-friendly website, you have two options: upgrade

or rebuild your existing site, or have a separate mobile site built. For a relatively new site with only minor issues, a few upgrades should solve your problem. In fact, if you use a blogging or website platform with multiple themes available, such as WordPress, the solution might be as simple as switching to a responsive theme.

If your site is old and just doesn’t function on smartphones, it’s often more cost effective to have a separate mobile site built. On the other hand, you might take this opportunity to have your current site overhauled into a modern, mobile-friendly design that assures your visitors they can rely on you for state-of-the-art construction equipment and practices.

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 Signs It’s Time For A Website Overhaul

website overhaulYour website is the face of your company and should present you as a modern construction firm that’s easy to work with. If your site is dated, slow, confusing or just not getting results, it’s probably time for a website upgrade.

  1. Your site isn’t mobile responsive – Your prospects are busy professionals who do a lot of their business on the go from their smartphones. To reach those prospects, you need a version of your site that looks sharp and is easy to navigate on mobile devices.
  2. Your site is hard to navigate – If your site has grown over the years with no design updates, chances are it’s become complex enough for your visitors to get lost. Confused visitors are likely to click away. Up-to-date navigation helps your visitors quickly find what they want, such as your contact form or relevant sections of your work portfolio.
  3. Your site loads slowly – If your site takes more than three seconds to load, it’s probably turning visitors away. With today’s high internet speeds, fast-loading sites have become the norm. A delay can make your visitor assume your site is down and click away. With a website upgrade, you’ll get cleaner code, optimized images, and other improvements that speed things up.
  4. Your bounce rate is high – Your “bounce rate” is the percentage of visitors who leave after looking at just one page. You can find it using an analytics program such as Google Analytics or Piwik. For a website offering a service, a rate of around 10 to 30 percent is reasonable. Adding useful, engaging content can bring down your bounce rate.
  5. Your design is outdated – Just like fashion, website design trends change with time. If your site looks like it hasn’t been touched in 10 years, your prospects are liable to wonder what else you haven’t been keeping current on. A re-design will give you a fresh, modern site that you shows your firm keeps up with the times.

For more ideas on how a website upgrade can help you win over more clients, contact us at Construction Monitor.

 

Key Elements Your Construction Website Should Have To Attract New Business

website checklistWhether you’re planning your first company website or redesigning your existing one, knowing what to include will help you create a site that can attract new construction business effectively.

Essential business information – Visitors should understand exactly what you do within seconds of landing on your site, so include a clear description on your homepage. Then instead of listing all your services on a single page, create separate pages for each that allow you to go into more detail. Help your visitors get to know and like you by including an About page that shows your firm’s relatable human side.

Dedicated contact page – To make it easy for prospects to get in touch, create a page with a contact form, your email address, your phone number, and if appropriate, your office address and working hours. Include links to your social media profiles so prospects can contact you on Skype, Twitter or another platform they prefer.

Visible call to action – Include a strong call to action in your header or sidebar where your visitors will see it without having to scroll. You might invite your visitors to call for a strategy session, sign up for your email list or download free information.

Portfolio – A well-developed portfolio lets you show would-be clients what you’re capable of and how you do things differently from your competitors. When possible, hire an architectural photographer who can show your work off to its best advantage. Include completed projects and works in progress. Add descriptions of the goals, challenges and accomplishments related to each project.

Testimonials – Your satisfied clients are some of your most valuable assets when you’re trying to attract new construction business. Listing testimonials on a dedicated page is one option, but you can also strategically position short quotes from happy clients on your other pages as well as in your sidebar.

A website that can attract new construction business is one that’s detailed and easy to navigate. Include information and design elements that make it easy for visitors to see the value in your expertise and you’ll be well on your way.