We all know a great website when we see one. It's easy to navigate, well designed, and keeps visitors engaged in discovering more about the organization. However, just because your construction company website fits these criteria doesn't mean that it's effective at construction lead generation.
For most residential construction or design-build companies, your website should be your biggest construction lead generation tool. Today, most homeowners begin their research online with a Google or Yelp search. Your website is often their "point of first contact" with your company. Let's take a look at several techniques, tips, and hacks, that can help you create a website that supports your brand, grows your audience, and becomes the primary tool in your construction marketing strategy.
A common mistake among business owners is creating a static website that never changes. You probably spent some money and time developing a professional website for your construction business, launched it, and then sat back waiting for the leads to roll in.
Unfortunately, that's not really how it works.
Today, homeowners are looking for experts. One great way to build authority, drive traffic, and increase leads is by creating an educational blog as part of your website. A blog allows you to create a continuous flow of new and engaging content to attract visitors to your website. By including keywords and phrases relevant to your business you will help search engines to better index and rank your site, eventually moving your business up the results pages.
Investing your efforts into construction lead generation without developing unique content will result in low-quality leads. Engaging content will position you as a thought leader in your industry, built trust and authority for your business, and make your readers feel like they're making an intelligent decision for their construction solutions.
Engaging content for construction marketing includes:
· Before and After Project Photos
This can be a real showcase for your abilities and designs. Before and after pictures can speak volumes to a prospect!
Video is the fastest-growing segment of online marketing for a reason... it works! Video is an excellent construction lead generation tool and a great way to engage with potential clients. How To's,FAQs, and educational videos add value for viewers.
· Case Studies
Case Studies are a great way of showing prospects how you handle projects from beginning to end, and the results you deliver to your customers.
· Educational Guides
This type of content educates prospects and helps with the decision-making process. One example - a whitepaper explaining the pros and cons of various counter top materials like granite, marble, and quartz.
Remember, when it comes to marketing for construction companies, content is king! By understanding the needs of your market, and providing the information homeowners are seeking, you can build trust and authority, all while keeping your brand “top-of-mind” with local consumers.
You know your niche and your market. Use that knowledge for construction lead generation! If you're doing a lot of remodeling work in a certain neighborhood, try targeted advertising to get more. Place locally targeted PPC ads online on social media sites like Facebook or Google ads. Make sure that any advertising you do directs the reader back to a landing page, or your"about us" page on your website where they'll find out more about your company.
Take a look at your past work and select one area of the business to focus on. For example, if your business is general construction or design-build and you find yourself predominantly doing high-end kitchen remodels, you can then create construction lead generation content specifically for that market. Once you've created and published content optimized using relevant keywords, you'll drive targeted traffic to your website and attract users who will better connect with your brand.
Having this type of focus will help your construction lead generation efforts to attract and sign clients and projects that are more rewarding, enjoyable, and profitable for your firm.
Just like your website shouldn't be a “set-it-and-forget-it” marketing tool,you need to play an active role in your online marketing in order to maximize construction lead generation. You need to be available when a prospect reaches out. That means making sure that all channels of communication are open,and there's someone from your company ready to take calls, answer an email, oral ways respond to social media requests.
Don't let your inbox fill up with unread messages, or social media inquiries go unanswered. One of the fastest ways to lose a potential customer is to be slow to respond to a question or request. A fast and timely response shows your prospects (and existing clients) that you value them, and you can solve their problems quickly. It will lead to better reviews which will in term increase your brand value and the awareness of your brand, as well as give you the upper hand on your competition!
Reviews are a low-cost way to increase your website's construction lead generation. They're an under-rated tool that can help increase your visibility.While reviews on Houzz or Home Advisor are good, they really only benefit you on that specific platform. Ask happy clients to post reviews in places that will impact your Google search results, for example, Facebook, or native Google reviews. Reviews on these sites will have the most visibility and drive traffic. You'll also want to include a testimonials page or reviews in various places on your website, for example, gallery pages.
The basics of construction lead generation are actually pretty simple – you need to consistently create and post new useful SEO content and landing pages on your professionally designed website that are targeted to the terms people are using to search for businesses like yours.
You should also be working to get links back to your site from other companies in the industry – like your suppliers and product manufacturers to increase your site's authority and visibility. You should also consider targeted, paid advertising on sites like Facebook and Google to attract customers in your target markets and direct them back to your website.
Construction marketing is a process,but if you're willing to put in the time and effort to consistently create and publish new, relevant content, you'll be well on your way to creating a 24/7/365 construction lead generation machine! Marketing for construction companies is what we do here at NITRO PLUG Digital Marketing. Contact us today to find out how we can help your business.
Maxine has extensive experience in the digital space and in driving positive experiences for clients. Her background touches large companies, where she successfully led marketing teams through grownd-breaking initiatives.See All Works
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