If you build your website to drive business, it can. You may be thinking, “I construct buildings, not websites,” but getting this essential business asset up-and-running isn’t as difficult as you may think. If you don’t have one, or yours hasn’t been updated in years, we’ve compiled a guide of tools and resources to get your company’s online storefront current.
Content Is King
From search engine optimization (SEO) to driving calls to action, your website is only as good as the information you give your clients. There are necessities, and there are some things that can only elevate your online presence. Make your content––in this order––easy to understand, informative, and engaging.
Pages You Have to Have
Homepage: Your homepage is like the cover of your construction autobiography. This is a chance for you to give an overview of your brand, your mission, and why folks should work with you instead of your competition.
Contact: This one is pretty self-explanatory. Don’t make your customers hunt and peck to reach you. Make sure your phone number, contact forms, and emails are easily accessible throughout your site.
Services: Expand on your specialties and what you can offer for each project. Use synonyms and alternative keywords for your business’s services so your site will populate on search engines.
Work/Portfolio: The proof is in the pudding. Your clients want to work with professionals who have a history of a job well-done. This is your chance to show beautiful photos of completed work with descriptions on the scope of each project.
About Us: What makes your company special? How long have you been in business? Why should someone trust you with their budget? This is a great place to expand on your company’s history, accomplishments, and experience.
Nice to Haves
Video: Consider a video message to a future general contractor on your home page. This is your chance to introduce your business and separate yourself from the competition. Keep the video under two minutes and speak to your audience as you would during a pitch. List why your organization is the right fit, what clients can expect from your business and your employees, and expand on the quality of work and innovation you will deliver.
Blog: This is a great space to share tips and tricks for your customers and trending news on your industry. Write press-release style articles on your latest projects, introduce new team members, or announce groundbreakings. Blogs all contribute to the SEO content of your website and help more searches lead to your site.
Careers: If you are constantly hiring subcontractors or project managers, this is a great page to direct those looking to apply for work, collect applications, and expand on your company culture.
Safety/Standard Operating Procedures/Core Values: As a commercial construction business, it’s important to explain why your organization excels at not only quality work, but the safety and treatment of employees. Allow your clients to see the professional level of labor and care that your business would apply to any project.
Client Testimonials: No one can brag on your business quite like a happy customer. These can be tucked into different pages of your site, displayed on your footer or homepage. Get as many client reviews as possible and utilize these within your future blogs and social posts as well. Here are some great examples of what makes an effective testimonial.
Creating Your Website
There are a ton of all-in-one solutions for domain purchasing, website design, and website hosting. Many of these offer free trials so that you can drag-and-drop your logo, pictures, headlines and paragraphs where you want them, with on-demand customer support ready to help when you need it. Some of the most widely used web design platforms include Squarespace, Weebly, Wix, WordPress or Google Sites. Pricing can vary from low one-time fees to monthly subscriptions.
Selecting a Domain
Your domain is your url––your address––to your website. The “your business” in www.yourbusiness.com. Make sure yours is unique to your business and is easy for your customers to type and remember. Consider how it will display on your print materials and advertisements.
The layouts provided with the out-of-the-box website solutions make piecing together your website information super-easy. Pre-designed sections allow you to effortlessly edit and upload your content without knowing any programming languages or coding. Most templates are mobile-friendly and adjust to small screens without any extra steps from you.
Working with an Agency
Websites are like cars. The standard package is fine for most businesses. The all-in-one website solutions can give you a crisp, clean website, but if you’re looking for customization and something to make you stand out from your competition, an agency may be the way to go. Web designers and developers know the best practices and standards to ensure your site is accessible to all of your customers. Copywriters can ensure your information is engaging and SEO-friendly.
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