We all make mistakes. But not addressing and correcting them can have less-than-desirable results.
An effective website is an important part of your construction business plan for success.
There’s a clear correlation between construction industry companies that have a great online presence, and those that don’t.
Simply doing a website isn’t enough anymore – it has to generate leads and grow your sales.
Your competitors are online too, and they are spending the money needed to have a powerful online presence that sets them apart from their competition.
A great website can help you attract the right prospects and grow your business!
Here are 7 of the most common construction industry website mistakes – and how to fix them.
1. You don’t know who your target market is.
Not sure who your target market is? Well, you should – this is the center of your marketing strategy for messaging and where/how to market your business.
Start with who your past/current clients are. This is a good indicator of who your future clients are going to be.
Once you have this information, dig deeper. Then you can align your marketing strategy and message around your target market without reaching out to the wrong prospects.
2. Your website has the wrong messaging.
Your business solves a problem and creates value for your target audience. But, first-time visitors don’t know that yet and are quick to judge.
The average reader will stay on your page for just 15 seconds. This is a very small window for you to convince them that your product/service meets their needs.
It’s a common mistake to believe your visitors see your website the way you do and already know the benefits of your product/service. They don’t, and educating them is dependent upon your website messaging.
It’s important to quickly communicate the value your business creates for your target market.
Keep marketing messages easy to read while highlighting the value your company brings to the project. Tell your target audience why they should do business with you.
3. You are only showcasing your qualifications.
One of the biggest mistakes in construction is when companies only show that they are qualified. What’s wrong with that?
By saying that you are just “competent and qualified” narrows down the prospective buyer’s decision to you and around 725,000 other construction companies in the US (according to the statistics on Census.gov).
Those are very steep odds to compete against!
Construction companies must differentiate themselves from their competitors.
They need to clearly explain on their site why they are the one and only choice for that buyer and project.
You want your prospect to look at your website and think, “Wow, this company gets our needs! They are clearly the best choice for us.”
4. Your website is old or broken.
Don’t underestimate the importance of your online presence. It is the most important piece of online real estate you will ever own!
The reality is that a construction firm of any type is also a WEB-BASED BUSINESS.
The first touch point that most of your customers have is with your website. It better be mobile-responsive, load fast and easily provide what your prospects are looking for.
Whether they found you via Google search, construction news sources, referrals, or word-of-mouth, their first impression of you will be made online!
Make sure there are no mistakes on your site! This includes design elements, grammar, user-experience, and more for both desktop and mobile.
Once on your site, a potential customer will instinctively make a judgment that establishes confidence in your ability to serve their needs – or you can almost guarantee they will be moving on to your competitors.
Invest in a professional website done by a firm who knows your industry. After all, it is your 24/7/365 salesperson and the main hub of all of your marketing efforts.
Trying to do the site yourself? Read this article before you try to DIY: 6 Reasons You Should Not Do Your Own Website.
Want a free estimate? Contact us!
5. Your website has outdated information.
Is the copyright at the bottom of your website from 2016? Is your last blog post more than a year old?
If so, your clients may assume that if you haven’t updated your website, your business isn’t active anymore.
By making sure that copyright & blog posts are up-to-date your clients will see that your business is still alive and well.
Also, make sure your web firm is proactively updating software and plugins – not doing so can have an adverse effect on how your site performs (like your contact form or links not working.)
6. You don’t have a useful project gallery on your website.
The project is complete and your client is happy with the outcome. Don’t keep it to yourself—share your success!
The construction industry specializes in visual transformations and photographing projects is the best way to get recognized as an expert in your field.
Showcase before and after photos of the projects your company has done. Showing your followers or website visitors what you’re capable of is a great way to do this.
Don’t forget to include a description of the project. Think of the keywords you want to get found for online and include them here. Explaining each project helps your prospects learn more about your expertise.
Also, add a testimonial from the customer (just ask – they should be happy to give you one.)
7. You are not tracking your website analytics.
Without analytics in place, you are making decisions with limited information.
For example, a lack of sales could suggest a high bounce rate/conversion problem or it could be that nobody is visiting your website.
If you or your marketing firm are not reviewing your website analytics on a regular basis, you are missing out on a huge opportunity to increase your construction industry sales.
Think of analytics like your website report card.
Review the data regularly to stay on top of how your online presence is performing. This information will help you better understand your customers and how you can engage with them more effectively.
Want to know more? Read our article on website analytics for the construction industry.
Not sure what is right and what is wrong on your website and the best way to fix it?
Get in touch, we can provide you a free site analysis and suggestions on improvement.