Construction workers understand the importance of tools. Proper tools are crucial to perform projects safely, accurately, efficiently, and with quality craftsmanship. Similarly, a website is the most valuable marketing tool for a construction business.
In our digital world, first impressions happen online. Construction companies notoriously have bad, or even worse, no websites. Well-designed websites (or the lack thereof) directly influence lead generation, customer engagement, and brand positioning.
There are nearly four million construction businesses in the United States. Implementing an intentional digital marketing strategy is vital to stand out from the competition. Don’t miss the opportunity to attract potential clients, showcase projects, and build trust and credibility.
DON’T BELIEVE ME? HERE’S SOME STATS FOR YOU:
- 57% of internet users say they won’t recommend your business to someone else if your small business website isn’t designed to also be viewed on mobile.
- 38% of people will leave a small business’ website if the content and design is not visually appealing.
- 75% of users admit that they judge a small business’ credibility based on how the website looks and operates.
- 47% of users expect a small business’ website to load in 2 seconds after connecting.
Let’s explore five key characteristics of successful website design for construction companies:
- Accessibility: Websites make it easy for potential clients to learn about your work and contact you. Highlight your services and contact information.
- Showcase Portfolio: Create a custom digital portfolio. Share completed projects, feature the quality of your work, and demonstrate your range of services. Engage website visitors with high-quality images and detailed project descriptions.
- Search Engine Optimization (SEO): Reach a wider audience and attract organic traffic with website design optimized for search engines. Discover how SEO helps your business appear in search results.
- Competitive Advantage: Position your construction company as forward-thinking and up-to-date with current trends. Use your website to illustrate your unique value, strengths, and brand identity.
- Brand Building: A well-designed website contributes to your brand identity. Develop brand recognition, trust, and loyalty among clients. Learn the difference between branding and marketing.
It’s a common experience to call a builder, get his voicemail, and hear back weeks later, just to learn that his availability is months out. This is an outdated, downright frustrating way to communicate with a business.
People use search engines, such as Google, to find a nearby construction company. In fact, seven million people search Google for contractors every month. In order to ensure your target audience finds you online, you need an effective SEO strategy for your website.
Let’s discuss how we can harness these five marketing strategies for construction companies (listed above) into actual website design. Certain elements on a construction company website can engage visitors, answer questions, and convert leads into clients.
What do people look for on a construction company website?
As people are looking online, they expect to see certain things on your website, especially if you are a local construction company. Here are 7 things people look for:
The work you have already done is a powerful marketing tool. Display your skills, expertise, and quality work to demonstrate your capabilities and range to potential clients. Use high-quality images and descriptions to showcase your completed projects.
Curated online portfolios reach a broader audience. It allows potential clients to view your work right from the comfort of their home (the exact place they are dreaming up their own projects).
This crucial page on your website provides tangible evidence of your experience. Use it to foster professionalism and trust.
In addition to an online portfolio, it’s important to clearly distinguish the services you offer on your website. Provide details on your specialties, such as residential, commercial, renovations, or custom projects.
This is the chance for your website visitors to determine whether your business can meet their needs. Answer frequently asked questions to avoid pointless phone calls. Find the people who truly need the services you provide.
Share information about your licenses, certifications, and affiliations with industry organizations. Highlight any awards or recognitions. This will build confidence in your expertise.
Testimonials and Reviews
Construction workers rely on positive word of mouth. Endorsements from clients to friends, family, and acquaintances are crucial. Expand your circle of influence by sharing reviews and testimonials on your website.
Client reviews create trust and credibility. Positive feedback from previous customers provides proof about your company’s reliability and craftsmanship.
Where Should You Collect Reviews?
As a local business, you NEED to be collecting reviews, primarily on your Google Business Profile. That way, you will show up in more local search results. Once you get those reviews on your Google Business Profile, you then can use a plugin to bring those into your website or put them in manually.
About the Company
Humanize your business and brand. This is the best way to build trust and credibility online. Create an “About Us” page to share your company story, values, and mission. Show your face and share pictures of the team behind the projects.
Fun Fact: One of the most visited pages on your website will be the About page.
Curious as to why people care about our company’s about page? Here’s a few thoughts that I have:
- People want to know who is behind the business
- People want to work with people
- People want to know if you are just like them
- People want to figure out if they like you
Help potential clients get to know you. Check out my post about how to humanize your business, all without dancing online.
Accessibility through your website will help you stand out from the competition. Make it incredibly easy to get a hold of you. Post clear contact information, such as phone numbers and email addresses.
Turn website visitors into leads with a convenient process to inquire about services. This can also help your construction company to keep up with and promptly respond to inquiries.
Bids are key to a construction business. I can build a convenient scheduler or contact form into the website.
Blogs and Resources
Blog posts can offer informative articles, tips, or resources related to construction. Use this tool to position your company as an industry authority.
Statistics show that 75% of people don’t go past the first page of search results. Blog articles are key to developing search engine visibility because it allows you to appear in more search results, it gives great signals to Google that your website is alive and well (websites that never update their content get penalized), and it displays your authority in your specific space to potential customers.
Want to learn more? Learn how to harness the language on your website to get your business found online.
Potential clients appreciate transparency about pricing. This can help clients to budget and plan for your services. Add information about the project process and general pricing information to your website.
How do you add pricing to your website before you quote a project? Based on the type of construction you do, there are two great ways:
- You can list out an average price per square foot
- Simply say, “prices starting at . . .”
Obviously, you can’t always say what your pricing is, but you know as well as me that people want to know how much they should expect to pay! It’s not always easy (or possible) to add project pricing, but if you’re able to, it will give you a leg up on your competition.
Conclusion: Wrapping Up What Makes a Successful Website Design for Your Construction Company
In summary, your website is a one stop shop for everything about your construction business. Each aspect contributes to building trust and credibility, while showcasing your expertise in the industry.
I get it, you likely don’t work in construction to sit behind a computer screen. Focus your time, attention, and creativity on your projects.
My goal as an experienced website designer, developer, and digital strategist is to create a website that is:
- Visually appealing
- Easy to navigate
- Showcasing your work
- Highlighting authentic customer testimonials
- Clearly displaying your contact details and services offered
- Responsively designed to work well with mobile, desktop, and tablet devices
Most Recent Construction Company Website I’ve Built: TL Roofing & Siding
Do you already have a construction company website? Check out my article on 9 ways to grow your construction company’s website.
Hi! I'm Marc.
I serve businesses, bloggers, and organizations by way of creating great websites that are able to be found online. Web design is a passion, but serving you is my joy.
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