What to include on your website for the construction professional

Whether a lead comes from social media, Google, or a referral from a past client. That potential client will always visit your website.  

Whether they take the next step and call you is ultimately up to you do they see the benefits you offer and do they trust you to achieve those benefits for them.  Our website needs to communicate this

In the following article I outline ideas to make your website stand out and turn that lead into a conversion. 

-Have an ideal customer

We can’t be everything to everybody.   Potential clients want to know if you can solve their problem. And the truth is we can’t solve everyone’s problems.  We need to pick a target market or a more specifically an ideal customer and focus on bringing them value.

When defining our Ideal customer we need to think about  i.e. the location, budget, personality type of our ideal customer and other similar characteristics that our ideal customers share.

“Debra and Jerry. Have two young kids live in upscale neighbourhood both have a six figure income, have contemporary tastes, busy lives and enjoy their downtime  with their children.”

-Attract our ideal customer with a UVP

We have 3 seconds attract our ideal customer or they will bounce.  Because nobody has the time and patience to scroll through content to find how you to bring value to their lives.  We need to be upfront and be concise with our value communication – we need an Unique Value Proposition (UVP).

A UVP basically indicates who we work with, where we work and the major benefits of choosing us.  Often will be located on our home page above the fold, often over top or close to a hero image. 

What benefits should we include in our UVP?

basically are best selling points.   If we have a five star rating on Houzz include that, if we have been in business for over 30 years also good, if we have the exclusive right to product in demand, might be a good idea to include that. 

Our UVP should include a call to action.  Something that attracts your ideal customer to take that next step.  Examples include sign up to your newsletter, fill out your contact form, and view your latest discount offer. Make your call to action enticing – a must click.  Highlight the benefits, make that discount too enticing to pass up and give out something for filling out your contact form.

Your local contractor

Providing home renovations for the Greater Vancouver area for over 30 years
-Major services should have a unique page

Visitors to coming to your website either have a problem that needs solving or are or in the research phase before starting their project.  They are trying to understand what needs to be done in their project and if you can help.

Having clearly defined services and helpful content for that service will demonstrate trust to your ideal that you can solve their problem. Also, will customers find us on Google with service related searches. 

What to include on your service page:

  • Benefits – benefits of your services
  • Problems – if services are not performed
  • Meta tags – to help get you found on Google for those search terms
  • Portfolio – show your work relating to that service
  • Blog posts – that are relevant to that service
  • Testimonials – from project home owner
-Project Description

When visitors come to their website they want to see your work.  Putting time into building your portfolio and updating your portfolio consistently can extremely beneficial in converting leads.  To have your portfolio stand out include a project description, before and after pics, home owner testimonial etc.

When thinking about what to include in our project description we should think about:

  • Why did the homeowner want to start the project: increase space, replace appliances, remove asbestos…
  • Description of the tasks completed
  • The benefits of the project after it was completed
-Gallery -
A simple example
-Hot Spots
New Shower

Complete redo of shower

New Flooring

Complete redo of flooring

-Project Video -

Customers are always asking you questions. Why not turn your answers into a blog? Because they are not just asking you but typing their answers into Google as well.

Benefits of a blog are numerous:

  • Rank for more keywords on Google
  • Refer articles to your clients
  • Post articles on social media
  • Become a valued and trusted source for ideal customers
  • Content for newsletters

I know who has the time to blog.  But done right can increase leads, build trust, and save time answering the same questions to every home that calls you.

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-Previous Clients

It would be an understatement to say reviews and testimonials are not important for construction professionals.  There are numerous third party sites like Houzz and Yelp that potential clients will check out before hiring you. Reviews also indicate to Google that you are trustworthy and increase your rankings on Google searches and Google Maps.

It also a good to place reviews on your website home page, services pages, and or maybe having a testimonial page.


Having a web app whether that is an estimation app, a scheduling app, or detailed form can be a good idea.

Apps can help homeowners take action such as a scheduling app or it can provide useful information such as an estimation app.  Apps are a good provide value to the homeowner, generate more conversions on ads, and get more backlinks to your site. All in all good way to generate leads.

-Project Description

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