Your construction company website plays a vital role in driving new leads to your business. It’s one of the first things that prospective clients check out before they pick up the phone to contact you.
While the design, photos, and layout of your site all work to attract the attention of visitors, the content is critical to selling your construction services.
Read on to learn more about how and why to create excellent web content for your construction company.
Why Is Content So Important?
The content on your website can help differentiate your business from the competition—and that’s especially important in the highly competitive Seattle construction industry.
Keep in mind that the average visitor to your website knows nothing about you, your quality of work, or why you’re so great.
The words and content on your About Us, Services, and Home page help instill trust, tell a story, and persuade the reader to pick up the phone and give you a call.
Content also helps out from a Search Engine Optimization (SEO) perspective. Google and the other search engines love to see well-written content on every page of your website.
Search engines nowadays use artificial intelligence and machine learning to determine how well your content is written and whether or not it offers value to the reader.
Generally speaking, a website with great content tends to get more free organic traffic than one with so-so content.
What is “Great Content”?
The term “great content” means that it’s intentional and results-focused. Writing and adding content to your website to take up space on a web page serves no purpose and can turn people away.
Here are a few key elements of intentional and results-focused content:
- Persuasive
- Grammatically correct!
- Has the right tone
- Instills a feeling of trust
- Answers important questions
- Sells your construction services
How to Create Great Content
There’s a rather large caveat when it comes to creating great content for your Seattle construction company website.
You need to know what you’re doing—or at the very least, have a roadmap that guides you on what you need to do and how to do it correctly.
If not, you’re going to run into trouble.
The same principle applies to someone who’s never touched a hammer or screw gun in their entire life. They probably shouldn’t embark on a DIY project to demo and renovate their bathroom.
Even if they’ve gone to the “Bob Villa website” and downloaded a step-by-step checklist on how to demo a bathroom, install a sink, walk-in shower, and new windows—the chances of them messing something up are incredibly high.
If you’re planning on writing your own content, be mindful of your tone and use proper spelling and grammar. Typos, misspelled words, and the wrong tone of voice can subconsciously give off an unprofessional appearance.
If you don’t have anyone in your office who can proofread the content you write, consider using a free tool such as Grammarly to flag potential issues and offer intelligent suggestions.
The Most Important Page of Your Website
Your home page is often the first thing people see when they visit your website. Several studies have shown that you have around 1 second to capture their attention before they click the back button to visit your competitors.
The content on your home page should consist of the following:
- The Promise
- The Offer
- The Story
- The Proof
- Call to Action
Think of your home page as a path from Point A to Point Z. The end goal is to have your content take your visitor from knowing nothing about you or your business to excitedly picking up the phone to call your office.
Solve Client’s Pain Points
One of the keys to writing persuasively is to demonstrate that you understand your clients' pain points while at the same time offering viable solutions through your services.
For example, let’s pretend that contractors who aren't transparent and don’t communicate very well are a huge pain point for many Seattle homeowners.
After all, it’s frustrating and somewhat frightening if the contractor isn’t providing timely updates, being transparent, and keeping the client informed every step of the way.
You can add a paragraph or two on your About Us page that demonstrates you understand how nervous some homeowners are and how working with your company will provide them with total peace of mind.
Client Testimonials
A client testimonial is one of the most potent forms of marketing out there. It allows the reader to put themselves in the shoes of the happy client who’s now enjoying their new home addition or remodel.
People tend to trust testimonials more than anything else because someone other than the business provides the review. If you have a few over-the-top happy clients, consider asking them if they would be willing to allow a prospective client to call and talk to them about their experience with your business.
Create FAQ List
Consider adding a page that has several Frequently Asked Questions (FAQs). It helps to serve two purposes:
It answers many questions that prospective clients might have about your business or services. It can help move them down the sales funnel and take that next step of picking up the phone to call.
Google and the other search engines will sometimes take the FAQ questions on your website and list them on the 1st page of the search results. For example, if someone searches for more information about mother-in-law suites in Seattle, Google could potentially show them the FAQ on your website as the #1 result.
Create and Regularly Update a Blog
Blog posts can help attract new visitors to your website while at the same time instilling trust.
If you’re short on ideas, consider asking your office workers, managers, and crew about topics that would interest people—or check out your competitor’s blogs to see what they’re talking about.
You can also target certain keywords with your blog posts—such as “Denver kitchen remodeler.” There’s a chance that the search engines will pick up your blog post and show it when someone searches for the keywords that it’s targeting.
3 Ways to Get Started Creating Amazing Website Content
There are three different ways to get started:
- Do it yourself—or have an internal employee handle the research, writing, editing, and posting content to your website. Be sure to bookmark and reference this page as a guide to getting started.
- Hire a professional—this option is the easiest (if it’s within your budget). A professional content writer will create persuasive content for all pages of your website. You can take this one step further and have them write a few blog posts every month.
- Use a custom content strategy guide—this method is a combination of #1 and #2. While you’ll still have to write the content yourself (or via an employee), you can use and follow a professionally-created content strategy guide created specifically for your construction business—so it doesn’t feel like you’re in the dark.
The goal of any content strategy is to make the maximum impact with maximum effectiveness. And at the same time, it allows you, the business owner, to tell in your own words what is unique about your company.
Construction Company Marketing Agency
As the old saying goes, “content is king.” It’s one of the most essential elements of a persuasive construction company website that regularly drives new leads and clients.
At Bizango, we’ve been helping contractors and home builders market and grow their business for over 15 years. We take the guesswork out of creating great website content while providing you with peace of mind.
Give us a call today and we’ll show you how!