Your construction website should be your best salesperson. It should be filling your inbox with qualified leads from people who want your service.
And like a salesperson, if it’s not doing that, you need to get rid of it, or help it do its job better.
Your website is not like Field of Dreams, where “If you build it, they will come.” It takes a lot more work than that. And, once they come, it’s a whole different science to get them to buy from you or get in touch with you.
It’s a mix of search engine optimization (SEO) and conversion rate optimization (CRO). Both blend a bit of art and science and good old-fashioned common sense.
So let’s take a look at how to turn your website into a lead generating machine.
SEO For Construction Websites
Simply put, you need Google to be your best friend. Because when Google is your friend, they will tell everyone all about you, and point them your way.
If you’re in the construction industry, most of your war will be fought locally, and local SEO is its own thing. Because when people Google “construction company + Yourtown” you want them to find you, not the “Other Guys.”
How do you do this? Well, we could fill 50 blogs with how to win in local SEO.
But, right now we’re just going to focus on the little mistakes that a lot of companies make with their construction website, and disqualify themselves from winning almost right away.
Make Sure Your Mobile Site is Awesome
88% of local business searches start from a smartphone, so you need to make sure it’s optimized for smartphones.
About a year ago, mobile traffic reached the point where Google announced they will now look at your mobile site first when ranking your website.
So make sure your construction website is responsive to mobile devices.
Make Sure Your Google Business Listing is Up-to-date
Failing to do this is literally telling Google you don’t care about leads from your construction website.
This is the information that helps drive their local search algorithm. This is what helps you show up in Google searches and Google Map searches.
Google recommends that you:
- Enter complete data: No blank spaces
- Verify your location(s): If you expand business, make sure they’re the first to know
- Keep your hours accurate: Let people know you start early
- Manage and respond to reviews: These reviews drive purchase decisions
- Add photos: Show off some of your completed work
Half of the businesses out there don’t update their own listings, or have inaccurate information. That’s really good news for their competition.
It’s a 5-minute task that can turn your lead faucet on or off.
Make Sure You Have a Keyword Strategy in Place
Of course, your customers are going to be searching for more than just “construction company + Yourtown.”
If you’re a company like K&E Flatwork LLC matcrete, you want to capture people searching for things like “concrete companies,” or “home builders.”
You need to have a keywords strategy in place for all of your services and specialties. That means you need to use these keywords on your site. And you need to do it the right way.
- Use keywords organically, without overstuffing them into your writing
- Use them early in each page, like the title and the opening paragraph
- Use them in the meta description for each page
- Put them in your image titles, descriptions and even filenames
- Hurt a sentence’s grammar with exact match keywords
- Add too many and hurt the flow of the writing
- Assume these are your keywords forever and will never change
Also, don’t forget about longtail keywords. That’s something longer and more complex than “your business + location.” These often take the form of queries or questions that your customers are searching for. This could be:
- How do I install a toilet?
- How much does a retaining wall cost?
- Who is the best general contractor in (area)
Find out what your customers are asking, and answer those questions on your website’s service pages, FAQs and blogs.
CRO For Construction Websites
Now that you’ve learned how to attract people to your website, let’s show you how to make sure they become customers.
There is a shockingly high number of things that can keep people from converting into a lead on your construction website.
Here are a few:
This is a no-brainer. But we felt the need to cover it. You need to ensure your website is up and running 24/7 because people are looking for you at all hours of the day.
You also need to monitor your site at all times to make sure that if an outage does happen, you’re on top of it right away.
If your site is down and the “Other Guys” are up, guess who gets the business?
Not Having Reviews or Testimonials
This is also called social credit and is one of the biggest factors in driving people’s purchase decisions. 88% of those surveyed said they trust online reviews as much as personal recommendations.
So make your good reviews and client testimonials easy to find. You probably have a reward system in place for customers who give you referrals. So get one for customers who give you good reviews or testimonials.
Asking Your Customer to Do Too Many Things
You only want your visitors to do one of two things on a construction website: Call you or email you. That’s it.
It’s a simple principle called attention ratio. You only have one goal on each webpage, so you only have one link or button for people to push. In the case of a construction website, that button is “Contact us” or “Get a quote.”
If you start adding new buttons and links, you’re taking people’s attention away from the one place you one them to look: The magic button.
Don’t ask people to sign up for your mailing list. They don’t care. They just want to get a quote.
Stay on Top of Your Construction Website at All Times
As we said earlier, having any sort of downtime can simply gift wrap leads to your competition. So make sure you’re aware the second something goes wrong.
We can help you monitor your site 24/7, and alert you to any problems right away via SMS or email.
You can click here to set up a demo account to see what we have to offer.