As the owner of a construction business, you know how to work with your hands and how to lead your team when it comes to crafting something from the ground up.
But, here at Greenstone Media, we find that a lot of construction companies aren’t fulfilling their business potential – but why is that?
Here’s the fact of 2023: if your business doesn’t have a streamlined, easy-to-navigate, enticing website, you’re not converting half the leads you could be.
We’re here to help. We want your business to be fantastic both on the job site and on its website, too!
In this article, you’ll find five great tips to create an effective construction website so you can tell customers how you can help them and get more business because of it.
Tip #1: Create A Tagline
The tagline is where you tell your customers what you can do for them – and don’t waste time when it comes to this aspect, either.
Don’t spend time trying to be witty or clever; instead, get straight to the point. Your customers want to know what your construction business can offer and, if they don’t get the gist within the first five to ten seconds, you’ll lose them.
People who need construction services come to your website in search of what you’re offering. But they don’t know your business like you do – so you’ve got to make sure everyone’s on the same page regarding what you’re capable of.
Here are a few tagline examples:
- “The custom pool you’ve always wanted.”
- “Beautifully crafted homes, with everything you want, just the way you want it.”
- “The best and fastest marine builds in the panhandle.”
Tip #2: Include A Clear Call To Action
You might have a call to action button on your website already, but the question remains: is it clear enough? People don’t have the time or the attention span to search for a way to contact you, or for the next steps they should take if they’ve got a project in mind. Instead of making them hunt for it, you’ve got to present this information to them.
If you don’t have a button that says “schedule a consultation” or “get a quote today,” you’re going to lose prospective clients. It’s just that simple!
There should be a call to action button on every page – sometimes even more than once. These buttons are the point of your whole website! Without them, you’re not going to capture the leads you need.
Tip #3: Place Important Information “Above The Fold”
The phrase “above the fold” comes from when newspapers ruled the media. The most important headlines are placed above the fold, because those headlines are what people see first. When it comes to your website, you want the most important information placed above the fold (AKA before any scrolling happens) for that exact reason – so it’s what people see when they click on your site.
You only have a few seconds to grab your audience’s attention, and the way to do that is by placing the information they’re looking for front and center. Make sure it’s clear and concise, and don’t forget to include the call to action.
It can be as simple as listing what you offer, who it’s for, and how it’s different from your competition.
Tip #4: Don’t Forget About The Stakes
You probably don’t have an issue when it comes to explaining the problem you can solve for your customers. But you have to take it one step further.
Along with telling your audience how you can solve their problem, you’ve also got to tell them what will happen if their problem goes unsolved – if they don’t work with you. These are the stakes that your customers are up against.
If you don’t have such stakes explained on your site, your audience won’t see what it’ll cost them to pass up your services. If there are no stakes, they probably won’t think much about your call to action button.
Ask yourself what it’s costing your audience not to do business with you, then make it very clear how unfavorable that outcome is.
Tip #5: Create A Three-Step Plan
Your website should not only offer your audience a solution for solving their problem, it should also offer them a plan for how to make it happen. Through this plan, your audience will get an idea of what it’s like to work with you.
The first step should include addressing their pain points and sharing how you can remedy them. After that, push your service as the method to solving their problem. Then, the third step should explain what their life will look like after their problem is solved!
Creating An Effective Website
At Greenstone Media, we’re dedicated to helping our clients create websites that convert leads and increase profits. We are well-versed in the construction industry, having helped a number of construction companies in the past, and would love to help your business achieve the same success. Schedule a call with us today to see what we can do for your website!