I have all the business I need. Do I really need a website?
Some industries run on word-of-mouth. You’re ready to invest in a new deck, so you ask your friend who she used. You’ve been tasked with finding an architect for that new high school project so you consult your peers.
If customers are spreading the word about your business, or you’re in a niche market and don’t see the value in having a website then a website isn’t necessary…right?
Far from it!
Granted, word-of-mouth is the holy grail of marketing. So if you’ve got a strong reputation, then you’re onto a good thing. But research conducted by online customer service experts, Synthetix, shows that 91% of consumers will check a business’s website before calling or emailing. And leads of this type can run out at any time.
But if you don’t have a website? They might not call at all.
A website will capitalize on word-of-mouth.
Why does a business that depends on positive word-of-mouth need a website?
1. It increases trust.
Few things matter more in business than trust. A personal recommendation certainly gives you a leg-up in the credibility department, but that’s not always enough.
Having a website shows a prospect that you’re a legitimate business they can trust—and not some fly-by-night. A website is the official face of a business in the 21st century, and everyone expects you to have one!
2. It provides more information.
Word-of-mouth may be valuable but it’s not always comprehensive. Not every referral will include a detailed description of your services, pictures of your completed projects and contact details.
Sometimes all a would-be customer knows is your company name. They’re still left wondering what you offer, what sets you apart from the competition, and how to get in touch with you.
A website is the best way to give potential customers the information they need.
3. It can be shared on social media.
These days, word-of-mouth happens just as much on social media as it does in face-to-face interactions. Facebook users regularly ask their friends for business recommendations. Twitter users tweet about their favorite businesses. Businesses you’ve partnered with will share project milestones in industry-specific LinkedIn groups.
That’s social media marketing without you even having to spend a cent. But nobody is going to tweet out your phone number. Having a website gives your enthusiastic customers a way to connect others with you simply by copying-and-pasting your website address. That puts you just one click away from new customers!
4. It’s easier to remember.
Even in the off-line world, web addresses trump phone numbers just for sheer memorability. Imagine a satisfied building materials customer is fishing with a buddy, going on about what a fantastic job your company did supply the materials for his latest apartment project, delivered on-time and on-budget.
How are they going to put them in touch with you? Probably not by reciting your phone number on the spot. The fact is Nobody remembers phone numbers anymore! More often than not, they’ll give you the company name and tell you to “Google it”.
How to design a construction industry website.
How do you design a construction website that’ll cash in on positive word-of-mouth and promote your niche business?
1. Look professional.
The only thing worse than not having a website is having a crappy-looking website. Yes, having a website will give you credibility, but only if it looks good.
How do you get a professional-looking website? Hire a professional! A shiny new website doesn’t have to cost a fortune. For example, we design and develop great looking one-page websites starting at only $995!
2. Show them what you can do.
Prospects heard you do good work. With a website, you can actually prove it. Including examples of your work or a portfolio of before and after photos, you’ll add more weight to the recommendation a prospective customer has been given.
Think of it as a 1-2 punch: 1- A customer gives your business a rave review, and 2- A prospect views your great work online with their own eyes.
3. Write about who you are.
Create a great About Us page that describes your business, your staff and what sets your company apart from your competition. It’s alright to get personal, so tell your own story so that visitors can form a connection with you and your company.
4. Include testimonials.
What’s better than a word-of-mouth referral? Lots of word-of-mouth referrals. And that’s exactly what testimonials are. They give your website visitors the opportunity to hear from real customers. As we’ve already noted, trust is crucial, so make sure that you include enough detail to show that the testimonials are actually from a real person. Include their name, city, description of the project, etc.
Make sure to get approval before you do this. If it’s another company who’s review you want to include stress that by adding them on your testimonials page you are also promoting their business.
5. Share your expertise.
Sometimes it pays to show off what you know. Maintaining a blog on your website is a great way to promote your industry knowledge. Writing about topics relevant to your industry will add to your credibility.
Sharing what you know, for free, will show prospective customers that you’re the real deal. As you write each post share it on social media for an adding boost to the number of eyeballs looking at your site.
6. Promote your creds.
Have an A+ with the BBB? Belong to industry organizations? Lectured at a seminar? Add it all to your website. These increase your credibility tenfold and show you’re a serious business who knows their stuff!
Conclusion
There’s a common theme here: trust and credibility.
Would-be customers are looking for somebody they know will get the job done. Designed well, a website will give you credibility, reassuring the customer that you’re the right company for the job. A word-of-mouth recommendation gets them thinking about your business; a solid website gets them making contact with you.
