This article was written for contractors who are considering building a new website, but they’re not sure whether that website will produce an ROI.
Whether you’re doing online advertising or not, the quality of your website, and how well it is optimized to convert visitors into leads, has a direct impact on your bank account.
How Do Your Prospective Clients Evaluate You?
Let’s imagine a scenario: you’re a medium-sized contracting business who’s seeking to expand your scope and pull in more high quality clients, resulting in higher paying jobs for you and your team. Perhaps you want to push into a new area, or start offering a new type of service, so you reach out to a company that handles lead generation and online marketing.
That’s a great step! But have you considered your website lately? Even the best online marketing and lead generation campaigns are not going to result in top-quality leads if your website isn’t strategically designed to turn your visitors into customers. If you have an older website – or worse, no website at all – you’re losing out on a large chunk of the clients you’re trying to attract, and missing out on a ton of opportunity to make more money.
Your 24/7 Salesperson
Having a website that’s strategically designed to be intuitive, engaging, and effective can drastically increase the amount of quality leads that you receive. It’s like having someone available 24/7 to answer customer questions and gather contact information that will lead to one-on-one conversations.
One of the most important aspects of a well designed website is making sure that your site is designed solely with the client in mind. You want a site that’s got easy-to-find information, no matter where your customer starts off. Something that includes effective CTAs (calls to action) that make a customer feel as though there’s nothing to lose and everything to gain from providing you with their contact information.
You want to make sure that you’re using a multi-tiered strategy; for instance, if a customer comes to your page from a blog you shared on social media, you want to give them an easy opportunity to get more information without having to search for it.
You also want to be sure that your website is mobile-optimized. As more and more people browse the internet on their phones and tablets, having a website that’s slow to load or difficult to navigate on a mobile device can cost you valuable clients. Not only that, it can also cause your website to rank poorly on Google, as search engines have begun to penalize sites that are not mobile-optimized.
Why Have a Website That’s Designed to Convert?
You may be asking yourself “well I already have lead generation, I have online marketing, isn’t that enough? Why do I need some updated, fancy website?”
The simple fact of the matter is that in today’s world, a potential customer will assess you based on the quality of your website before they assess you on an individual level. Your website is an extension and representation of your business. It’s a place where you can post photos and reviews, provide information, and build trust with your potential leads, and it’s where they will look before deciding whether or not to contact you. If your website is a single, outdated landing page with minimal information, or is so poorly designed that it’s impossible to navigate, you’re going to be missing the chance to connect with the clients who could potentially take your business to the next level.
Furthermore, you’d be surprised how successful a modern website can be in conjunction with high-quality online marketing and lead generation services. By focusing on inbound marketing – that is, pulling potential clients to you through social media, SEO and SEM best practices, blog articles, white papers, etc – you can better hone your lead generation efforts and make sure that you’re getting what you’re paying for. A better website that defines the customers you’re looking for and the work you do can help narrow the focus of your lead generation, resulting in more leads that turn into jobs and fewer leads that turn into headaches.
5 Reasons Your Website Is Not Getting Traffic
Getting traffic to your website is no easy feat.
- There’s more competition than ever.
- Consumers have short attention spans.
- And technology is constantly evolving.
As someone who owns or runs a contracting business, I understand it can be extremely difficult and confusing to try to keep up with all of this and get attention for your business.
The Core Problem with Contractor Website Visibility
The foundational challenge here is that business owners don’t know where to start. There’s a ton of information out there and just making sense of it all can be a full time job.
It’s for this reason that we recently started offering complimentary Website SEO Audits. We take a look at your site and your online presence and provide you with a 24-point analysis of what’s good, what’s not so good, and your areas for improvement. To see what it’s all about, click here.
After doing several of these audits, we’ve picked up on some common issues that hold you back from getting exposure for your site.
Plus, we own and manage over 50 contractor websites and have thousands of Page 1 search results to show for it, so we have a good handle on what works and what doesn’t.
1 – Your Site Lacks Relevant Content
In order for Google and the other search engines to display your site in search results, they need to know what your site is all about – what you do, for whom you do it, and where you do it. At the very least, your site needs to contain information about the services you offer and your geographic service area.
And you need to make an effort to provide some context. One thing we see over and over again are bullet point lists of services and lists of towns. While this tactic once worked relatively well, Google has caught on and is now focusing more on the context of all of the site content, rather than just a few bullet point lists.
Action: Choose your top 3-5 services and make sure you have a dedicated page on your website about each one. On each page, provide information about the towns and areas you serve.
2 – Your Site Lacks Descriptive Tags
If you’ve learned anything about Search Engine Optimization (SEO) or online marketing, you may be familiar with Title Tags and Meta Descriptions (meta tags or keyword tags used to be important, but are no longer relevant).
The meta title is the title of your page that shows up in search engine results. Similarly, your meta description describes what your page is about.
Below is an example from the About page on our website, so you can see how we’re using the title and description to tell search engines and prospective site visitors what this particular page is all about.
Titles and Meta Descriptions are extremely important to have on all pages of your site. This is how you tell the world who you are and what you do.
If you site lacks titles and descriptions, it’s going to be nearly impossible for you to rank high in search engines.
Action: If your site is built on WordPress, I recommend downloading the Yoast SEO plugin, which makes this process simple. If your site is not on WordPress, you probably need to sit down with whoever manages your website to accomplish this (or call us).
3 – Your Site Lacks Off-Site Authority
Search engines have gotten much better at analyzing your entire web presence, not just your site. This means that if your company information (Name, Address, Phone Number, Web Address) is only on your website and nowhere else online, it’s going to be extremely difficult to get traffic.
Google sees any other occurrence of your NAP (name, address, phone) on the web as a little vote for your site. The more high quality votes you have, the better off you’ll be. Google wants to know what you’re a real, legitimate company, and this is one way that they judge you.
Off-site authority can include social media profiles, directory listings, industry websites, and any number of things.
Action: Google your company name. If nothing but your website shows up, you probably need to build up your authority a bit. Again, get in touch with your marketing team or let us know if you need a hand.
4 – You Haven’t Embraced Social Media
Like it or not, nearly all business is social these days. As noted above, search engines take note of your social media accounts and how active they are. It also helps if you have your social media accounts linked on your website. This is not only good for search engines, but it’s what your website visitors want to see as well.
In addition to having your social media profiles linked on your site, you should also be updating your site regularly with news, blogs, new projects, new photos, etc. Then, when you share those updates on your social media profiles, you’re putting more tentacles out onto the web that give you more authority and generate more traffic to your site.
Action: Make sure your social media profiles are linked on your website where people can see them. If you’re not on social media, my recommendation is to pick one or two and commit to updating at least weekly. For builders, contractor, and remodelers, I recommend Facebook and Houzz.
5 – Your Website Is Not User Friendly
If your website uses old technology and/or does not offer users an optimal viewing and browsing experience, you’re going to struggle to rank in search engines, get traffic, and get new business.
We’ve seen too many websites that rely on old Flash technology, which doesn’t display on mobile devices.
We also see too many sites that don’t have a mobile-friendly or responsive site, which means that it’s very difficult to view these sites on tablets and smart phones.
Why is this important? If you track your website traffic with Google Analytics or another tool, you’ll see that around 40% of your website visitors are visiting your site on a mobile device. If your site doesn’t display properly for these people, you’re putting yourself at a sizeable disadvantage when it comes to winning their business.
These are all factors that search engines are putting more weight on so they can continue to serve the most relevant search results possible.
Great Website Content Is Even More Critical For Remodeling Businesses
The most important part of any contractor website is covering the essential informationthat allows your customers to learn about your offering and ultimately purchase your services. This includes key information such as the services you offer, the areas you service, your value proposition, and most importantly, a method of contacting you. Beyond the basics that every contractor website should have, you may also choose to display some content that adds to the credibility and trust of your business such as customer reviews, information about you and your team, awards, accreditations, and licenses. But what about content that really drives more traffic, engages your audience, builds trust, and gets them to purchase your service?
Adding fresh, unique, and relevant content that can be easily organized, categorized, and updated can serve your website in many ways. This content is typically put together as part of a blog and is referred to as “Content Marketing.” Content marketing can serve different purposes for different sites, but typically it helps most sites with search engine optimization and engaging potential customers with your brand. But what about remodeling business websites? Not only can you benefit from SEO boosts and customer engagement, but remodeling business websites are in a unique position to leverage content marketing to drive engagement and leads.
Search Engine Ranking
“Search Engine Optimization” is a technical strategy for your website to rank well in google search results relevant to your website in order to drive traffic to your website. Simply put, optimizing your website for search engines such as Google, Bing, or Yahoo will allow more customers to find your website when searching. So how does content marketing in a blog help search engine optimization? Google tries to match searches with the best possible search results using a complex algorithm, but if your only content is directly related to the service you offer, your only results will be for people directly searching for the services. By having content on your website that is useful to your target customers in different ways, you can drive visitors to your site with more search queries. Not only that, but more quality content that people find useful also helps your website’s authority with google, boosting your rankings for all search terms.
User Engagement and Trust
Providing good content in your blog keeps potential customers engaged with your brand, your website, and gives you promotional material that can be shared. When deciding on what content to create in order to generate this engagement, you should simply ask yourself: “Who are my target customers? And what type of information will they genuinely find useful?” It can be tempting to only include content about why they should use your services to remodel their home, but if it comes across too much like a sales pitch or marketing collateral for your service, it can disengage the reader. Some of the best content has little relevance to your service other than the fact it is relevant to the same target audience. If you can get your target audience interested in reading content on your website, even if not related to your offering, then they are more likely to engage with your brand and consider your services. It’s also a method of getting customers to consider your service that may not have previously been looking for remodeling work.
Here are the quick bullet points you should know about citations:
- A citation is any instance of a business’ name, address, and phone number on the web. Most citations also include a link to the company’s website. Some citations also include photos and even videos.
- When determining which results to display for a local service search (ex: plumber in Atlanta), Google looks for businesses with lots of consistent mentions on external websites. The best local businesses in a given area usually have prominent and consistent listings with lots of high quality reviews, photos, unique content, etc., so citations are an important factor when Google determines rankings.
- Because of this, there’s a strong correlation between businesses that are ranked in the top 3 results and those with a high volume of quality 3rd party mentions
The process of citation cleanup includes:
- Defining the real NAP of the business
- Making a list of current citations
- Filtering the citations that need to be corrected
- Logging into each citation source to correct the information
- Where login info is not available, the course of action is to email or call the citation sources to inquire about updating your information
- In many cases, email and phone confirmations are necessary in order to update the citation info
As you can imagine, this takes a lot of time and manual work. It can also take days or weeks to get responses from various citation sources. And consider that an established business could have 50-100 citations, or even more, the process can last months. While it may not be possible to achieve 100% citation consistency, 90% is a reasonable goal for an established business.
How Does This Affect Your Business?
If you’re doing any sort of search engine optimization (SEO), citation consistency is something that you definitely don’t want to ignore. Google has a hyper local focus. Their goal is to serve up the most relevant, local search results for any given search. One key way that Google’s bots determine “local” and “relevant” is by looking at the quantity, quality, and consistency of your citations.
If you’re paying for an ongoing SEO service, this is something that your web or marketing company should be doing (among other things). So if you’re not sure it’s being done for you, be sure to ask your web company. Ask them to do a citation audit to ensure that your citations are as consistent as possible.
Citations are one of those things that may seem inconsequential, but for local SEO, when combined with other consistent best practices, they can make difference that is difficult to overestimate.
Adding an About Us page to your website can increase your conversions by giving a personal touch to your company information. After all, as a contractor, you’ll be working with people over long periods of time – if you’re a remodeling business, for example, you may be in a person’s house for weeks or months. People want to know the faces of the workers they’ll be allowing into their space; adding an About Us page will give you an air of credibility.
People are more likely to hire someone when they know they’re passionate about their work. Including your personal information, as well as your years of experience, can make you look even more like an expert in your field. If you’ve got a big personality or find yourself able to connect successfully with people face-to-face, you might even consider an introductory video!
As a residential or commercial contractor, your customers are looking for information about your experience, your credentials, and your ballpark pricing. However, they’re likely also going to look for evidence that you’re a pleasant contractor to work with. As a contractor, you want to also be personable – showing your own personality and background information will help people choose you, because you’re not hiding behind a company name or refusing to give your personal information online.
For a general About Us structure, we suggest:
- An introductory video – if you believe you can come across in a video as open, pleasant, and personable, make an introductory video to embed on your About Us page. Talk briefly about your company and your experience, or show off some pictures of your work.
- Company history – this section is especially important if your company is a family-owned business or has been around for several years. Including a history of your company lends credibility to your business and shows that you’re not just a fly-by-night business that came out of nowhere and is likely to disappear quickly.
- Staff listing – including pictures of your staff, along with a brief bio, puts faces to the names of the people your potential customers might speak to on the phone or exchange emails with. Adding this personal touch can help put potential clients at ease, as well as make them more likely to contact you.
You may also want to consider these questions when writing your About Us copy; these are the things most customers are likely looking for when they visit an About Us page.
- Company information – How big is your company? How old is it? Is it family- or locally-owned, or is it a privately owned business? Where is it located?
A subset of this question may include something like a mission or values statement. Letting potential clients know your values and what you think makes your business stand out can help separate you from your potential competition.
- Why? – Why should customers choose you? While you should be covering this on your internal product or service pages in great detail, highlighting a few of the key reasons on your About Us page wouldn’t go amiss. For example, if you offer any FREE estimates or consultations, have any discounts (like military or senior) or have any coupons, mentioning them on this page may be a good idea.
- Is this new information? – If you’ve included some generic About Us information on your home page, you might want to rephrase it or go into more detail on your actual About Us page. After all, customers can have a short attention span; repeating information will cause them to leave your page, not stay and see what you have to offer.
- Is it factual? – We know you love your company! But we encourage you to stay away from hyperbolic statements. If you’ve won awards, absolutely discuss those! But don’t spend five paragraphs describing how you are for sure hands down the absolutely super best landscaper in your area. If you’re too boastful, you might put customers off – no one wants to work with someone who’s full of themselves.
All in all, an About Us page can be an effective marketing tool and can help you increase your site conversion rate without a ton of effort on your part. As long as you remember to consider your audience, be honest and open about your qualifications and your abilities, and keep a personable, pleasant, and professional tone, an About Us page will help potential customers feel more connected to you. And that initial connection can be the difference between a conversion and a potential customer bypassing you to go to your competitor.
7 Critical Elements for Increasing Conversions on Your Website:
1: Make sure your website isn’t an online brochure.
A lot of contractors start out making a website that talks a lot about them, what they do, and reads more like an informational pamphlet than a sales pitch. Your website needs to reach out and grab your potential clients, connecting with them on an emotional level. Identify their struggles (“Planning a bathroom remodel can be a tough job. Let our professional design team take the stress out of your home redesign.”) and their needs (“Tired of high heating bills? Talk to us about energy efficient windows that can lower your expenses by up to 25%!”). Present your solution to their problem in a way that makes your business look like their savior.
2: Have compelling landing page content.
A “landing page” is any page on your website that your customer might land on through a Google search, whether it’s your home page, a services page, or your contact page. Your pages all need to have compelling headlines and sub-heads, strong calls to action (“24-hour service,” “FREE initial consultation,” “Meet or beat any competitor’s estimate,” etc.), and prominently displayed contact information. After all, you want your customers to be able to get in touch with you easily once they decide to choose you!
3: Capture your potential customer’s information.
This goes hand-in-hand with having prominently displayed contact information. Whether you have a phone number that’s click-to-call enabled for mobile users or have strategically placed opt-in forms to gather their name, phone number, email, and what they’re looking for, ensuring that you have a way to get their information is key.
Not only do you have to have a form, you have to have an incentive for your potential customer to fill out the form. Offer a coupon, say “complete our form for your FREE initial estimate,” offer up a free guide to home renovations – whatever unique thing you have to offer, provide that as an incentive to get your customer to provide you their contact information. The more contact information you get, the more likely it is you’ll be able to add your own personal touch to the job your website started, securing you a paying client.
4: Create credibility.
Too often, contractors won’t include photos of their work or reviews from satisfied customers on their sites. You’re losing out on a valuable chance to generate trust with a potential customer and increase the likelihood of them choosing you. Including pictures of your work, short descriptions of your jobs, and testimonials from your clients provides additional evidence that you’re experienced, professional, and can handle whatever contracting work your customer needs – whether you’re a plumber, a roofer, an electrician, a landscaper, or a remodeling expert.
5: Have clean, easy-to-use navigation and design.
If you have a lot of great photos, or you have pages of specs and content written up, you might be tempted to throw that all onto your website. But stop and think about what your customer wants for a moment. Your customer doesn’t care about the exact dimensions of the wrench you use for your work. A few tasteful pictures are fine, but 100 pictures of the same project can be overwhelming. Keep your design simple and clean, with the most prominent information that your potential customer is looking for front and center – the services you provide and how soon you can provide them. Include a CTA (call to action) and a way for them to leave their information, and you’ll find that your lead generation will improve drastically.
If you need inspiration, check our article 10 Best Practices for Construction Websites
6: Target your traffic.
Say you’re a home remodeling contractor, and you want to advertise your site to people looking for home remodeling services. Well, that’s a great start, but do you want any home remodeling jobs to come to your website? Maybe you only want home remodeling jobs in New Jersey, or even more specific – you want home remodeling jobs in New Jersey from high-end clients who want to spend at least $10,000. Drawing targeted traffic to your site is a combination of on- and off-page SEO practices. On-page, make sure you’re talking about the cities you work in. If you work with high-end brands, fixtures, paints, etc., mention those somewhere in the content of their relevant pages. Include high-quality photos of your work, if applicable.
Off-page, consider using AdWords to increase focused traffic to your website. Choose keywords and services that you want to focus on, and use those to draw people to the specific pages on your site that you want them to land. Increasing your targeted traffic will increase the likelihood that these people actually want your services, as opposed to being people who simply want to browse or people who aren’t in your service area.
7: Have a strategic online marketing plan.
Honing your website to increase leads is an excellent start to your overall online marketing. But being able to back that up with clever, focused advertising, a strong social media presence, and a savvy understanding of how to use SEO to your advantage will really help you drive the leads you want to your business. At Contractor Dynamics, we’re here to help youfrom the ground up – whether you need a website, comprehensive SEO assistance, or all of the above. We’ll help you develop a long-term vision for your contracting company that will generate leads and ensure business for you all year long. Get in touch with us today to see what we can do for you!
Wondering if this strategy works for your particular business? Whether you’re a construction company, architecture or design firm, or a related professional firm, these are best practices that can be applied to any business with a web presence. If you’re looking for some more ideas to make your website convert at a higher rate, this article outlines several additional conversion tactics that you can implement immediately.
Best Website Practices
Exercise: Take 5 minutes to go through your website and grade yourself based on this checklist. If you’re lacking in any of these 10 areas, there’s a good chance you’re leaving opportunities and potential sales on the table.
Is your site mobile friendly?
It’s important that your site is optimized for viewing on smart phones and tablets. If you have website analytics, you know that nearly half of your website visitors are going to be viewing your site on a mobile device.
There are 2 ways to do this – pull up your site on your phone or tablet or use a handy free online tool called Responsinator.
Do you have a clear click-to-call phone number in the header?
Website visitors are conditioned to look for your phone number in the header, or top section of your website, usually in the upper right corner. Make it easy for people to call you. Also make sure that that users on a mobile device can click this number to call you instantly.
Do you have a Call-to-Action (CTA) button or contact form on every page?
Again, don’t make potential customers jump through hoops to get in touch with you. You should have a contact button or contact form on every page of your site. This is proven practise among converting websites.
Do you answer the 3 W’s?
After spending 5 seconds on the home page of your website, any visitor should know 3 things:
- Who you are
- What you do
- For whom you do it
Failure to answer those 3 questions in your copy and messaging could lead visitors to click away and go to the next website. (Yes, it’s unfortunate, we’re all terribly impatient these days.)
Do you have a Unique Selling Proposition (USP)?
Does your website communicate in some way how you’re different from your competition and why prospects should choose you over others in your field?
Do you have social proof and trust builders?
Make sure your website serves to build trust by incorporating testimonials, case studies, reviews, and ratings. Check out our testimonials for inspiration.
Does your site have your address and the areas you serve?
Search engines need to know where you are located so they can serve your website in their search results. If you don’t have your Name Address Phone number (NAP) on every page, preferably in the footer, you’re making it difficult for search engines like Google to find you.
Second, website visitors want to know whether you provide service in their area. Make sure your site communicates where you are located and the geographic areas you serve.
Read more about why NAP is crucial for local search.
Is your website personal?
Adding personal information, such as an About Us page, photos of the owners and staff, and company history build trust and differentiate you from your competition. People like to do business with people they know, like, and trust.
We actually wrote article How to Craft Your About Page to Increase Conversions
Do you have samples of your work?
Show website visitors photos of your past projects. People want to see that you are established and that you have experience with the types of projects they’re in the market for. They are also looking for indications of quality, so make sure you have an up to date portfolio on site.
Do you tell people where else they can find you online?
After spending 5 minutes going through your website with this checklist, how did you do?
Are you happy with what you have, or do you notice areas for improvement?
How Much Does A New Contractor Website Cost?
Contractor website prices range anywhere from a $500 for a template to well over $50,000 for a top-of-the-line, custom site.
(The websites we build for construction companies tend to be in the $5,000 to $20,000 range.)
What Should A Website Cost?
There’s no one answer for that. Construction companies are different and have different goals. We like to start out by asking contractors, “What is the goal of your website? What are you hoping to get out of it? What role do you see it playing in your business?”
If you’re just starting out, you have many expenses, so it doesn’t make sense to go all-in and spend $20,000 on a website. On the other hand, if you’re an established business, you don’t want your business to be represented by a hastily constructed $1,000 template website.
We approach all of our client relationships strategically, so the only way for us to make the proper recommendation for you is to learn about your business, where you are now on the web, and what your goals are. Get in touch with us if you’d like to discuss your situation and hear our recommendations.
However, it’s always useful to have ballpark numbers so you can plan and budget, right?
Our contractor clients tend to fall into three categories:
- A new company, or an existing company that’s trying to establish itself online
- An established company looking to grow to the next level
- A larger more established company that’s looking to grow significantly and also attract the highest quality talent (commercial construction companies often fall into this category)
Read on to learn what category you may fit into…
A Company Looking to Get Online For the First Time
If you’re just starting out in business, or if you’ve been in business, but have never had a web presence, you need a presence on the web to serve as a hub for all of your marketing efforts (even if that’s just word of mouth). Consumer buying behavior has shifted. These days, people want to do their own research, learn about their options, and make their own decisions. A website enables you to showcase your work and capabilities, and also build trust and credibility in the form of reviews and social proof.
Even if someone is referred to you by their best friend, they are still going to go online and do their own research. Having a nice, modern, professional website reinforces the power of that referral and helps you get more phone calls.
You’re likely in this position if you think you’ve lost at least a few good leads because you don’t have a website.
Recommended Budget: No more than $5,000.
What to Look For: A great starter website will have the following elements:
- A website that can be up and running in a few weeks.
- Is easy to navigate – Ideally you want a site that’s designed specifically for contractors, where you can showcase your work and capabilities, and make it simple for people to contact you.
- Has only a few pages – No need to go crazy at this point. Your site should have the basics – Home, About, Services, Reviews, Contact
- Has crisp photos – We live in a visual world. People would rather browse through your project photos than read about how great you are.
Example Business: Joe’s Plumbing
Joe has worked for other plumbing businesses for years, but has decided to start his own plumbing company. He’s been working plumbing jobs for about six months, and has had friends say that they’re recommending him, but hasn’t seen the resulting leads from those recommendations. One of Joe’s clients mentions to him that it would be much easier to recommend him if they had a website they could link to, especially on social media.
Joe would strongly benefit from a simple, clean website that lets potential clients learn about him and his business while allowing his satisfied clients to recommend him easily.
An Established Company Looking to Grow to the Next Level
If you’ve been in business for a few years and have a pre-existing website, but have noticed that your current site is not holding up to your competition or your growth potential, you likely need a more modern site that can provide a base for your online marketing. Your site may be dated, depending on when you had it built, and you haven’t really relied on any marketing, but you want to grow your company and focus on a higher-end market.
Being able to have a professional, customized website to use as a landing platform for your search and display ad campaigns, Facebook advertising, and other methods of marketing will help you continue to grow successfully and generate a steady stream of leads.
You’re likely in this group if you’re ready to generate more business from your site and recognize the need for a website that’s mobile-optimized and provides more specific information to your customers.
Recommended Budget: $5,000 – $10,000
What to Look For: A great website for business growth will include the following features:
- High-quality design – You’ll want to move away from a standard template style to truly distinguish yourself from the crowd. This will allow you more pages, video embedding, and included mobile optimization.
- Professionally written website copy – Using a professional copywriter ensures that your website content is both engaging and findable by search engines, which means persuading people to hire you while simultaneously making good use of on-page SEO.
- Tracking for marketing – You want to make sure you’re getting the best results for the money you spend on your marketing. Your site should incorporate quality website analytics and phone tracking so you can see what’s working for you and what isn’t successful.
- Additional trust-building features – Crisp photos (and videos, if available), social feeds, reviews (if you have them), and a clean, easy-to-navigate interface.
Example Business: Adam’s Custom Kitchen Remodeling
Adam runs a custom kitchen remodeling business in Charlotte, NC and has been in business for 15 years. He’s got a decent customer base, but has never really had a comprehensive marketing plan. He had a website built for him years ago, but hasn’t taken the time to update it, so it’s dated and doesn’t perform well for mobile users – a big disadvantage in the current market.
Adam wants to double his company in the next five years and is seeking to focus on high-end clients looking for big-budget kitchen remodels. He’d no doubt benefit from a website with location-focused content that fully displays his range of skills and experience while giving him a solid platform on which to base both his online and offline marketing.
A Large, Established Company Looking for Significant Growth and to Attract High-Quality Talent
If you’re established online with a trusted, high-quality business – for example, in home remodeling or commercial contracting – but want to take your business to the next level and differentiate your business from your competition, what you truly need is a custom-built site. Having a custom-built site will allow you to include features not used in the other levels, such as an HR section for people to upload resumes, slideshows, an interactive blog, a variety of videos, and more.
You’re likely in this group if you want a site that you can customize to your business’s exact needs and stand head and shoulders above your competition. Whether your goal is explosive client growth, finding the best talent to hire into your business, or a substantial push towards online marketing, a full custom site will provide you with the flexibility you need to be a market leader.
Recommended Budget: $15,000 – $30,000
What to Look For: A completely customized website that includes the following features:
- Customized site enhancements – Whether it’s a video gallery, an all-inclusive help section, or an interactive blog, you want your site to stand out from your competition by including customized elements that highlight the benefits of your business and the skills of your employees.
- Careers section – If you want to attract talented employees to your business, having a customized careers section that highlights your available positions and allows potential workers to apply online can attract more qualified candidates to your company.
- Dedicated project manager – You want to work directly with someone to make sure everything you’re looking for is included on your timeframe while meeting your goals. Your project manager will help you integrate external systems, get professionally written content, and more, so that your site is 100% customized to your needs, and so that it can grow as you do to continue to accomplish your goals.
Example Business: True Comfort HVAC
Peter runs True Comfort HVAC and has owned his business for over 30 years. He’s one of the largest HVAC companies in the Atlanta metropolitan area, but wants to expand his business to include more of Georgia and to let clients know he’s now also certified to handle electrical work. He has a website that’s worked well for him in the past but that can’t handle all the features he’s looking for – besides adding new pages, he also wants to include a place for people to submit applications and streamline his HR process so his HR department can hire more technicians to accommodate his desire for expansion.
Peter has a marketing adviser, Lisa, and he’s passed the task of updating the site to her. Lisa’s looking for a company that can design a customized site for the company that contains all the functionality and design the company needs to expand. True Comfort would benefit from a fully customized – and customizable – site that can be updated over time to continue to accommodate their business growth and incorporate new services as they become available.
Don’t Forget Your Marketing
All of these website levels talk about the importance of marketing. Having a great website is a strong first step, but you need to consider the rest of your marketing plan and ensure it will help you turn website visitors into paying customers for your business.
Contact Contractor Dynamics today and let’s talk. We’ll help you with your website and your marketing, so that you can stop losing customers to your competition and start or continue to grow your business successfully.