What Content should I include on my Construction Website
1) Understand your Target Market
Before we get started with our website content, it is a good idea to understand our target market, the group of customers that we bring the most value to.
When identifying our target market we need to first understand the common attributes of customers within our target market. For example, in the construction industry our target market could include customers of certain age, income, lifestyle, taste etc. The greater our understanding of our target market the more value we can bring to our customer, and the easier it is to market to them.
2) Understand the benefits you offer your Target Market
It is essential that we understand the benefits we offer our target market. By doing so, we can better communicate the value we bring to our target market and create content that showcases our benefits.
For example, in the construction service benefits could be price, quality, speed, and friendly service. We should write a list of our service features and then write the corresponding benefit. For instance, in construction a service benefit could be quality workmanship, and the corresponding benefit would be the peace of mind that the job is done well and it is unlikely that future issues will come up because of poor workmanship.
After understanding our target market and the benefits we offer them. We then can create content such as value propositions, bullet points, project descriptions and blog articles that communicate these benefits. Really understanding our benefits and what's in it for the customer goes a long way in selling your services.
3) Include Trust Signals
Trust signals such as years in service, warranties, guarantees, industry organization memberships, and reviews are good ways to promote your business. All these trust signals take the risk out of hiring you and place trust in your business.
4) Have Service pages
Have one web page per each major service is a good idea because:
- Good for SEO Allows you to rank for more keywords. Potential clients will google your city and service and with any luck your business will come up.
- Display benefits and trust signals of that individual service A service page allows you to focus on the benefits of that individual service, trust signals, like warranties and what makes your services different than your competitors. Allowing you to sell your services easier.
5) Display call to actions
Call to actions like a button, a form, a popup can be vital to get potential customers information. Most people will never come back to your site and displaying a good call to action will allow to get their emails or contact information. Having call to actions that clearly defines where are visitor submitted the form will allow us to understand what marketing methods are working and give us the ability to retarget them with promos and offers through newsletters and emails.
6) Include Projects
Projects information such as project description, videos and photos are a necessity to a construction website. Nothing is going to sell your work like actually seeing your work. Don't forget to sell benefits in your project description: What is the problem, why did the homeowner start the project, what were benefits he or she was hoping for.
7) Start a blog
People are on Google searching for answers to questions. They will ask in person so why not put in writing in the form of a blog article. Besides people are going to search their for their question on the internet. Who knows they might find your article and contact you. Also, blog articles allow rank for longtail keywords, leading to more page visits from Google.