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.  

For a potential client pick up the phone and take that next step they need to know: what you do, the value you bring, examples of your work, and any content that help along their customer journey. 

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

1) Have an Ideal customer

We can’t be everything to everybody.   Potential clients want to know when they they visit your website if you can solve their problem. If you have a portfolio of mismatched projects, or a bunch of unrelated content. That potential client might not see you as a right fit and bounce.  With a crowded industry such as construction we need to make the value we bring obvious and clear. And to do so we need to describe our ideal customer.

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.

Example of an ideal customer description:

“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.”

2) Have a Unique Value Proposition (UVP)

The stats say we have 3 seconds attract our ideal customer or they will bounce.  Nobody has the time and patience to scroll through content to find how you to bring value to their lives.  This is why 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? 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…

Example of UVP:

Your local contractor

Providing home renovations for the Greater Vancouver area for over 30 years

3) Have clearly defined services

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

Example of service description

4) Have a portfolio

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.

Examples of what to include in your portfolio:

-Project Description

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 -
-Before and after pictures
Before After
-Panoramas
A simple example
-Hot Spots

New ceramic tile

1 of 3

New Vanity

2 of 3

New potlights

3 of 3
-Timeline -

January 1, 2020

Phase 1 – Kithen Demolition

Remove preexisting cabinets and flooring

January 1, 2020

Jan 15, 2020

New Flooring

New ceramic tile flooring

Jan 15, 2020

January 31, 2020

New Kitchen cabinets

New kitchen cabinets

January 31, 2020
-Project Video -

5) Blog

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.

Example of blog posts:

11 tips to renovate your kitchen on a budget

Kitchen renovations can be expensive but they don't have to be. In this article I share 7 tips to have your luxury kitchen without breaking the bank...

7 rebates that will lower the cost of your remodel

There are numerous rebates that often overlooked when starting your remodel that can make help lower the cost. I list 7 rebates below...

6) Include reviews and testimonials

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.

Example of a logo carousel:

Example of a testimonial carousel:

7) Have a web app

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.

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