How Contractors Are Successfully Using their Website for Digital Marketing

  • Valerie Echter

Take a moment to think about the last time you searched online for a product or service.  You likely selected the top search result and clicked it to see if the website you selected answered your question.

Within the first few seconds of arriving on a web page, most people can decide if the website has the information they are searching for.  A website that is engaging and quickly offers information and education about why the organization stands out from others who provide the same product or service is one that converts their browsing audience into buyers.  An example of this is a construction website geared toward property owners searching for local seal coating contractors or convenience store owners looking for someone to fill their potholes.  

Content is King

Contractors are utilizing high-quality construction-focused content to bring traffic to their websites.   Construction content consists of white papers, blogs, videos, podcasts, infographics, and more, which provide value to the consumer.  Having content that is engaging and targeted to a specific audience will produce higher conversion rates, meaning more consumers will eventually hire the contractor for their project.  

Contractors are being very strategic and targeted with the messaging of their content.  Example blog posts include, “Selecting the Best Preventative Maintenance Plan for My HOA” for residential associations or “Crack Sealing Tips” for property managers.  Compelling content builds trust between the consumer and contractor, while also helping establish the contractor as an authority within the industry.

Just as important as the type of content, is the frequency of creating content.  Whether the posting cadence is daily, weekly, or monthly – keeping consistent with the timing of fresh content allows a contractor to continually stay top of mind to their potential client, while giving search engines like Google frequent content options to put in front of the consumer.

Furthermore, regularly inserting links into website copy that, when clicked, takes the consumer to a web page with a contact form, order form, or appointment form is an additional way for a contractor to entice a consumer to work with them.  Links streamline the marketing funnel, allowing the consumer to get in touch with the contractor at any point in their search, only by a click of the mouse.   

Get Social!

Once a consumer lands on a contractor’s web page, the initial objective is to keep them there – with the end goal being to line up a meeting or get hired for a project.  That can take time, though, as the consumer needs to build trust with the contractor first.  With that in mind, it is imperative to grow brand awareness in every way possible, including social media platforms.  

Contractors utilize their social pages as an extension of their website by linking them in every way possible.  Having clickable links on their website that take a consumer to their Facebook, LinkedIn, Instagram, or Twitter social pages — along with reminders that solicit the consumer to “like” or “follow” the page – ensures maximum exposure on multiple platforms.  Being omnipresent helps to build brand authority and further entices the consumer to hire the contractor.  Realize that as many efforts as the contractor makes to have consumers follow their social pages, they have just as many enticing offers on their social platforms that will pull a consumer back to their website.   

Email Campaigns

Contractors are not known for their writing abilities; however, email marketing is an efficient and useful way to further connect with potential clients.  Contractors use email campaigns to share philanthropic stories, provide insight into the history of their organization, or show off new pieces of equipment.

The key to a successful email campaign lies in the subject line.  Creating an eye-catching and succinct subject entices the consumer to peruse further what the contractor has written within the email.   Examples of catchy email subject lines might be, “The Most Efficient Way to Prevent Pavement Cracking” or “Essential Resources to Help with Pavement Maintenance Budgets.”  Engaging with a targeted subject and delivering quality content within the email will always create a successful campaign. Investing in your construction business can be scary; particularly with so many unknowns the industry is facing.  A website is far more than an investment, however.  It is the most valuable tool a contractor can use to build brand awareness, generate leads, and influence sales.  Consistent development of the website and utilizing content to market it properly will directly impact any contractor’s bottom line.  Still not sure how to use a website to grow your construction business?  Step into the digital age with Lead Revenue!

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