You invested in creating a professional-looking website for your contracting company; congratulations! A few months have passed and your website performance hasn't improved. You wonder why your website isn't ranking higher on Google and leads are not increasing.
Creating a new website is just the start of your online journey. Like a car, your website needs regular maintenance to thrive and drive an easily found online presence.
In today's digital world, it has become increasingly crucial for construction contractor companies to establish and maintain a robust online presence. With the reliance on the internet for information and services, a well-optimized website, active social media channels, and engaging blog posts are essential.
Search Engine Optimization (SEO)
SEO is essential to improving your website's visibility and ranking on search engine results pages (SERPs). By implementing effective SEO strategies, you can ensure that your website appears higher in search rankings when potential customers search for construction contractors in your area. Here are some additional tips to enhance your website's SEO:
1. Use relevant keywords throughout your website content:
Incorporate keywords that your target audience will likely use when searching for construction services. This will help search engines understand the relevance of your website to specific queries.
2. Create backlinks from high-quality websites:
Building a network of backlinks from reputable websites can significantly improve your website's credibility and search engine ranking. Seek opportunities to collaborate with other industry professionals, guest post on relevant blogs, or participate in online directories.
3. Optimize your website's title tags and meta descriptions:
Title tags and meta descriptions provide concise summaries of your web pages. Optimizing these elements with relevant keywords and compelling descriptions can increase the chances of attracting clicks from search engine users.
4. Keep your website up-to-date with fresh content:
Regularly updating your website with new content engages visitors and signals to search engines that your website is active and relevant. Consider adding a blog section to your website where you can share industry insights, project updates, and helpful tips for homeowners and project managers.
By implementing these SEO strategies, you can improve your website's visibility, attract organic traffic, and ultimately increase your leads and conversions.
Remember that SEO is an ongoing process. It's important always to monitor and adapt your strategies to stay competitive in the online landscape. At Illumine8, we recommend auditing your website's SEO regularly, no less than once a month. Ideally, you should monitor your SEO weekly.
Social Media Marketing
Social media is a great way to connect with potential and current customers, build relationships, and promote your business. Ensure you have active profiles on your target audience's social media platforms. Don't feel your contracting company must be on every social platform.
If your ideal customer is a homeowner, consider their age, lifestyle, and geography. That information lets you determine their preferred social networks, such as Facebook or Instagram.
Consider other smaller less-known platforms for your contracting company, such as NextDoor or Yelp. If you primarily sub-contract to general contractors or bid work, consider LinkedIn for business-to-business networking.
Share informative and engaging content on your social media channels. Consider photos of your work, industry news, and tips for homeowners or project managers. You can also use social media to run contests and giveaways and to answer questions from potential customers.
Social media marketing has become a powerful tool for connecting with potential and current customers. You can establish meaningful relationships and promote your business by maintaining active profiles on your target audience's social media platforms.
Additionally, social media platforms offer opportunities to run exciting contests and giveaways and answer questions from potential customers.
Content marketing is the process of creating and sharing valuable content that attracts and engages your target audience. This content includes blog posts, articles, infographics, e-books, or videos. Content is the backbone of your inbound marketing strategy for growing your digital presence.
When creating content, ensure it is relevant to your target customer and provides them with valuable information. You can also use content marketing to promote your products or services. Content can include:
- drone fly-overs of job sites
- photos of in-progress and finished work
- infographics that help educate your customers
- bid announcements
- employee promotions
By offering insights, advice, and expertise in your content, you position yourself as a trusted authority in the industry. Content marketing can also promote your products or services. Use content marketing to showcase your expertise while highlighting the benefits of working with your contracting company.
Here are some additional tips for building a strong online presence for your construction contracting company:
Make sure your website is mobile-friendly
It is essential to ensure that your website is mobile-friendly. With customers accessing the internet through their smartphones and tablets, having a design that adapts to different screen sizes is crucial. A mobile-friendly website provides a better user experience and improves your website's visibility on search engine results pages. When your website is optimized for mobile devices, it loads faster, is easier to navigate, and makes it more convenient for potential customers to browse your services or contact you.
Use a call to action on every page of your website
A call to action (CTA) directs visitors to take a specific action on your website, such as requesting a quote, signing up for a newsletter, or scheduling a consultation. Including a clear and compelling CTA on every page of your website helps guide visitors toward taking the desired action.
CTAs also increase the chances of converting them into leads or customers. Your CTAs should be clearly displayed and accessible. Use persuasive language and visually appealing design on your CTAs to grab attention.
Optimizing your website copy
Optimizing your website copy is crucial to enhancing your online presence and attracting more potential customers. Regarding website copy, it's important to ensure your content is clear, concise, and compelling. Here are some tips to help you optimize your website copy:
1. Use relevant keywords:
Conduct keyword research to identify the terms and phrases your target audience uses to search for services like yours. Multiple tools can help you identify keywords, such as Google Search Console, SEMRush, or Ahrefs. Each tool requires training to use and set up, but the time invested pays off as your website performance improves.
Incorporate keywords throughout your website copy, including in your headings, subheadings, and body text. However, be careful not to overstuff your content with keywords, which can negatively impact the readability and user experience.
If you don't have a few hours a week to dedicate to your website SEO and content, consider delegating your content to another team member or outsourcing to an agency.
2. Write for your audience:
Understand your target audience's needs, preferences, and pain points, and tailor your website copy accordingly. Use language and tone that resonates with your audience and addresses their concerns. You can establish a connection and build trust by speaking directly to your audience and addressing their needs.
3. Highlight your unique selling proposition:
Communicate what separates your contracting company. Identify your unique selling points and include them prominently in your website copy. Whether it's your years of experience, exceptional craftsmanship, or outstanding customer service, highlight these strengths to separate yourself from competitors.
4. Use persuasive language:
Craft compelling and persuasive copy that convinces visitors to choose your contracting company. Focus on the benefits and value you offer customers rather than simply listing features. Use strong, action-oriented language to encourage visitors to take action, such as requesting a quote or scheduling a consultation.
5. Keep it concise and scannable:
Attention spans are shorter than ever. Make sure your website copy is concise and easy to scan. Use short paragraphs, bullet points, and subheadings to break up your content and make it more digestible. This allows visitors to find the information they're looking for quickly and encourages them to stay on your website longer.
Remember, your website copy is essential for communicating your brand, attracting visitors, and converting them into leads or customers. By optimizing website copy, you can convey your value proposition, engage your audience, and drive more business to your contracting company.
Track your results so you can see what's working and what's not
Tracking the performance of your online efforts is essential to understand what is working and what is not. You can gather valuable data about your website's traffic, user behavior, conversions, and other key metrics using analytics tools. This data provides insights into the effectiveness of your marketing strategies. It also helps you make informed decisions to optimize your website and online presence.
By regularly monitoring and analyzing your results, you can identify areas of improvement, discover trends, and adjust your strategies accordingly.
Partner with other businesses in your area
Collaborating with other businesses in your area can be mutually beneficial and contribute to the growth of your online presence. By forming partnerships with complementary businesses, you can tap into their existing customer base and gain exposure to a new audience.
For example, if you are a contractor specializing in home renovations, you could partner with interior designers, architects, or real estate agents to cross-promote each other's services. This can be done through guest blogging, social media collaborations, or joint marketing campaigns. By leveraging the networks and expertise of other businesses in your area, you can enhance your credibility, increase your visibility, and attract more potential customers to your website.
Attend industry events and trade shows
Industry events and trade shows provide excellent opportunities to showcase your expertise, connect with potential clients, and stay up-to-date with the latest trends and innovations in the construction industry. You can network with industry professionals, engage in meaningful conversations, and establish yourself as a thought leader by attending relevant conferences, exhibitions, or seminars.
Participating in trade shows allows you to showcase your products or services, demonstrate your capabilities, and generate leads. Ensure your website and social media information are available at events, so attendees can easily find and connect with your business online. You can build valuable relationships and gain exposure by actively participating in industry events and trade shows.
Get involved in your community
Getting involved in your local community is a great way to give back. Community events are also an effective way to enhance your brand's visibility and reputation. Sponsor local events, sports teams, or charities to show your support and promote your business. Participate in community initiatives or volunteering activities that align with your company's values and mission.
By actively engaging with your community, you can build strong relationships, generate positive word-of-mouth, and foster a positive perception of your contracting company. Additionally, local involvement can lead to valuable networking opportunities and referrals from community members.
Adding these tips to your online strategy can further enhance your construction contractor company's online presence.
By implementing these strategies and tips, you can build a robust online presence to help you thrive in the competitive contractor environment. Embrace the digital landscape, leverage the power of the internet, and watch your online presence thrive.