A company’s website is a key piece in its brand identity, and it serves as the first touchpoint for potential clients. That’s why it must be designed well and optimized for search engines.
1. Keep It Simple
When you have a construction website, there are two key things it needs to do: display your company’s work and attract new customers. Keeping it simple is the best way to achieve those goals. Over complicated sites are difficult to navigate and will turn visitors away.
Adding too much information can make your construction website feel overwhelming and unorganized. If users can’t find what they are looking for within a few seconds, they will leave. A clean, well-organized site will keep people on your page longer and increase the chances of converting them into leads.
Contractor websites need to showcase their work and demonstrate that they are the best choice for a project. Using high-quality images of your projects is a great way to do this. Original photography is always preferable, but you can also find affordable (and sometimes free!) images on websites like Unsplash and Envato Elements.
In addition to beautiful images, your contractor website should feature testimonials and case studies from happy customers. These will help to build trust and credibility, which is so important with today’s consumers. Testimonials can be added to the homepage or on related service pages. Including video testimonials can be even more powerful, as they can give viewers a personal connection with the company and humanize the brand.
Many construction companies use their homepages to waste valuable space by talking about how long they have been in business or listing all of their services. Instead, focus on what makes your construction company different from the competition. Whether it’s a specialized service, unique approach, or advanced equipment, visitors want to know why they should choose you for their project.
2. Make It Easy To Navigate
The best construction website design takes a clear, consistent look and feel to it. It also has a clear navigation that leads users where they need to go, whether that’s to view photos of past projects, learn more about the company’s history and services, or contact them for more information.
Using consistent colors, fonts, and styles can help make your construction company’s site easy to navigate. It can also make the user experience more pleasant. If you have a lot of content, you can split it into sections and provide navigation for those sections, like the example of Culpepper Construction. This way, it doesn’t get too crowded and overwhelming to navigate through.
The right web copy can truly separate a great construction website from a mere okay one. It can capture a user’s attention, draw them in, and make them want to work with your construction company. This is what makes Rogers O’Brien such a great example—their homepage copy uses value-driven language that speaks to users in an inspiring and uplifted way, and that creates brand loyalty.
Many construction companies rely on their websites to bring in new business, so it’s important that they can showcase the results of their work. This can be done through an online gallery, video, or a portfolio. By showing potential customers what the outcome of working with your construction company can be, you’ll set yourself apart from competitors who don’t do this.
3. Make It Easy To Contact
Even if you’ve built an impressive portfolio of projects for customers, the reality is that people who are looking for a construction company will go online to research and compare companies. Buyers can make a decision to put your company on their bid list, or decide not to, based on the information they find on your website.
Whether they’re looking for contact information, project galleries or other details, your site should be easy to navigate. If someone clicks on a page and doesn’t find what they’re looking for within seconds, they’ll likely move on to another site. If your web copy is unclear or confusing, they may never convert into a paying customer.
A good website shows off your professionalism and allows potential clients to connect with your team. It also helps new customers find you, a critical part of any business’ growth. Having an experienced digital marketing agency with designers and writers skilled in search engine optimization (or SEO) is essential. They can optimize your website for the terms that customers are typing into Google when they’re looking for a contractor.
Once you’ve optimized your website and optimized it for the keywords that your customers are searching, you need to ensure that the website is visible. Having an SEO strategy in place will help you rank higher in searches and attract more traffic to your site. There are several ways to do this, but the most important is to claim your Google My Business listing and start updating it regularly with new photos and content.
4. Make It Easy To Convert
Depending on the nature of your construction business, word-of-mouth referrals can be a significant source of new customers. However, it’s still essential to have a professional website to ensure that potential customers can find you online. Search engine optimization (or SEO) is an ever-changing science, but a digital marketing agency can help you stay on top of the latest trends and practices to boost your visibility in search results.
When potential customers visit your site, they’re looking for information about your services and how you can solve their problems. This includes the specifics of how you do each service, but also what makes your company stand out from the competition.
If you’re looking to hire employees, be sure to include a dedicated career section on your site. This allows people interested in working for your company to easily submit their resumes, and can help you fill positions quickly.
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