Amid the unprecedented growth of the internet and online platforms, construction enterprises remained indifferent to that changing dynamics for a long time. The construction industry is among those few commercial sectors that have embraced digital marketing and promotion quite late. Now, things are changing, and construction companies are focusing on their online presence.
However, there is still a lot of need for improvement. For instance, many construction companies’ websites still look like if they were developed in the early 2000s. They have a stale UI, uninspiring content silos, and feature stock photos and videos. The first impression is the last impression — this phrase holds truer in the online world where users make a perception of business right after the initial exposure.
If you want to get any benefit from your website and strive to get customers outside of the traditional referral system, you need to add value to your website. Keep in mind that having a domain and stuffing it with run-of-the-mill “About Us,” “Career,” and “Service” sections won’t cut it. Such a cut-and-dry website is bound to get an underwhelming response from users who are used to dynamic and value-providing websites.
Here, we will look at some of the elements that make for a great construction website — a website that gets impressive traction and generates leads.
If you want to reach out to customers without any personal reference, you have to show them your work one way or another. On a digital medium, you can do that by having a portfolio section on your website. We have to mention here that a portfolio is not just a basic photo gallery with no description and details whatsoever.
While setting up a portfolio, you need to ensure that it displays pictures and videos of a single project as a package. Also, the images should have detailed descriptions. These details can include the architectural style of that certain project, its completion time, and an estimated cost.
Also, avoid using the pictures and videos taken by the phone. Try to hire a professional photographer who can encapsulate all the project details in their work and provide you with impeccable pictorial content for the website.
When potential clients sift through such a well-shot and compiled portfolio, they automatically get answers for many of their questions. For instance, they come to know what you are capable of as a construction contractor and whether your expertise aligns with their project requirements. They can also get a rough estimate of your charges. Some customers can even take inspiration for their projects after looking at your project portfolio on the website.
Well-Thought-Out Service Pages
Many construction companies have a single service page that covers all that they offer. Stuffing all this information into a single page makes it look congested and kills the purpose of having this section in the first place. Keep in mind that no client wants to use all the services that a construction company offers. Therefore, branch out your service tab from the homepage into separate pages.
For instance, have separate web pages of home construction, home extension, decking and fencing, loft conversions, roofing works, hard and soft landscaping, and other construction services. Also, don’t use the same web copy on all those pages. Make sure that all service pages have relevant information that helps visitors with what they are looking for.
Safety section and page is another area where construction companies have to improve their websites. We still see many construction websites missing it altogether. Even many of those that boast the safety section have it just for the sake of it. People often copy general construction safety practices and procedures from the internet and paste it on their construction website.
While setting up a safety page, you can’t just talk in general terms. You will have to provide some context of the safety standards you are talking about. You may need to give a few examples of how the implementation of your safety measures turns out. Besides clients, potential employees also visit the safety page of a construction business to assess its professionalism.
Reviews and Testimonials
People looking for products and services online give a lot of importance to legit reviews and testimonials. Statistics suggest that 84% of consumers trust online reviews as a personal recommendation. So, don’t forget to gather reviews and testimonials from your existing clientele. Also, make sure that the testimonials you put on your website are verifiable.
Seeing authentic and familiar people and entities as your clients will make your construction enterprise more trustworthy for a first-time visitor and potential consumer.
USP Details on the Homepage
Unique Selling Position or Points (USP) always assists a commercial entity in standing out among competitors. As a construction company, you also need to highlight your USPs on your website’s landing or homepage. Your USP can be your long history as a construction contractor.
You can use spotless safety record, low service costs, and other similar distinctive features as your USPs as well. Make sure that these USPs are not just the combination of generic superlatives.
Storytelling Is Important
Last but not least, a construction company has to keep storytelling at the forefront on its website. It is quite difficult to keep visitors engaged and interested in plain web copies by outlining the details of construction services in a cold, mechanical manner.
To make those details interesting for your visitors, you can add a dash of storytelling to your copies. For instance, you can have a short and simple story for each of your service pages (e.g., a story highlighting the significance of landscaping or an anecdote on how a loft conversion paid off). This narrative-based content makes for greater engagement and lead generation. Business Marketing Solutions Group can add all these elements to the website of your construction enterprise. The firm can also help you in overhauling and managing the social media of your construction business. It can also facilitate construction contractors with PR activities and event promotions.