Any contractor that’s been in the home improvement game for a while knows that times have changed. Not too long ago, a home improvement company’s biggest source of new customers was referrals and word-of-mouth. People in need of a new deck talked to neighbors to find out who’d installed their deck or folks would ask around to be sure a company was reliable before hiring them for a kitchen remodel. But now we have this little thing called the “Internet,” and while people may still get referrals from neighbors and co-workers, a lot more of a home improvement company’s leads will be generated through their construction website.
However, things may not have changed as much as you might think. The method of delivery may be a little bit different, but people are still looking for the same info. While browsing home improvement websites, they typically search for quality work and a dependable team they know they can trust. So how do you use your construction website to deliver the message that you’re the right company for their next home improvement project?
Step One: Get Yourself Noticed
Before anything else, you have to be sure potential customers are able to find you. That may seem like it’s a lot easier said than done, especially when you consider the millions upon millions of websites out there. But that’s where a little thing called SEO comes into play – specifically, local SEO.
SEO, or search engine optimization, is a tool you can use to improve your website so search engines can find it and show it to people in search results. Local SEO narrows results even further. Rather than simply listing the millions of home improvement websites out there, using the right keywords can narrow a search to “home improvement Fort Worth”.
And voila! Now, rather than competing with millions of other companies, you only have to compete with your local competitors. This still leaves you with a bit of a challenge, and that’s why there are still various other methods you can use to make sure you’re getting noticed and contacted by potential leads. Some of these include:
- Email Marketing – Not everybody is going to be ready to contact you the moment they visit your website. Having an email signup form can be a great way to stay on their radar and build a relationship that will make them more prone to contact you when they’re ready to start their project. The form should collect their contact information so you can keep in touch with helpful information, special offers and other important company news via email or digital newsletter.
- Pay-Per-Click (PPC) Advertising – This is a traditional but effective digital marketing method. Signing up with PPC platforms like Google Ads or Facebook Ads helps get you noticed and directs people to your construction website. As with SEO, it’s important to have a good strategy when building PPC ads, using relevant keywords and messaging that speaks to what potential leads are looking for. An example is, “Affordable Kitchen Remodeling” or even “Patio Installation Cost”. When someone types in one of those search terms your ad shows up at the top of the list.
- Review Sites – Word of mouth hasn’t gone the way of the dinosaurs. It’s just gone digital. Encourage current clients to leave reviews on sites like Yelp, Angie’s List and Houzz. And don’t forget to highlight the positive reviews on a testimonials page on your website. Potential leads doing research on your business will be much more likely to contact you with evidence online of pleased customers and quality work.
Step Two: Have a Well-Designed Website
It should be noted that simply getting people to your site isn’t always enough. While it’s a critical first step, just as important is making sure your construction website is well-designed and filled with website content that speaks to your audience’s needs.
The website itself should be easy to navigate, allowing users to quickly find what they’re looking for, whether it’s the services you offer or your contact information. And on top of that, you need to be sure that all the information potential customers may be looking for is right there on your website.
Nothing is going to make someone click away from your website faster than if they can’t find the information they need. Unless you are a talented writer and have plenty of time, one of the most important things you can do when building your site is to have a home improvement writer who can craft content that describes the products you use, the services you offer, and how those products and services will benefit your customers.
But there are other things you will likely want to include when putting together your website content. Potential customers want to know:
- The history of your company
- What experience and qualifications you have
- Financing options you offer
- Before and after pics of previous jobs
Including these details helps brand you as trustworthy and makes it easier for someone to decide upfront if you’re somebody they want to work with. Consequently, the information that you’re the right person for the job boosts your chances of getting an email or a phone call.
Step Three: Develop a Continuing Content Strategy
One thing to remember: a content writer can do more than simply craft a few pages for your website. And the more content that has been SEO optimized and tailored to meet your audience’s needs, the more likely you are to get leads and continue to build trust with potential customers.
Construction writing isn’t always easy, but there are many ways to go when crafting content for a blog, social media accounts or even a value-packed ebook. Helpful DYI information (How to Paint Your Kitchen Cabinets), answers to common questions (Should My Toilet Be Doing That?!), and lists of ideas for remodeling projects (What’s Your Style? Farmhouse Chic or Modern Luxury) are all great starting points for well-crafted content.
If you’re interested in learning more about how you can improve your construction website, or you’d like help from our team of talented content writers to move your site from “Under Construction” to “Open House”, contact us today!