Twenty (20) percent of people decide which construction company they should hire based on information they find online. It’s important that you, as a roofing, or renovation or plumbing business owner, provide visual and written content that will steer these potential customers towards choosing your company. Whether you are in Langley, Burnaby, White Rock or Vancouver, the question to ask is what kind of information are clients looking for when they visit a construction website? The Farnsworth Group conducted a survey to answer that exact question.
Let’s discuss the answers below.
Construction Website Guests Want To View Your Portfolio
Twenty one (21) percent of homeowners revealed to Farnsworth that images are the most impactful element on a construction company website. Clients want to see what kind of quality they should expect from your business.
It’s important that the pictures capture your work in its best light. For this reason, hiring a professional photographer makes all the difference. The experience and equipment that a professional photographer provides will blow any smartphone snaps out of the water, and make your heating, electrical or flooring company stand out from the competition.
Here are a few things to keep in mind when you are choosing pictures for your construction website. Make sure to select the work that you are the most proud of. Post project photos that will spark the imaginations of your web site visitors. Details of your work shown close-up will display your skills and expertise. In addition, potential clients like to be kept in the loop on the newest fixtures, trends, and available hardware. So, share some pictures showing that your business stays up to date.
Adding a caption to your picture takes it up a notch. It may be easy for construction workers to understand the details in your images. For clients, an explanation of the features and materials used is important for them to recognize the value of your work.
Information Should Be Valuable and Concise
It’s been stated that the average reader spends less than 15 seconds on a webpage. If you want to hold your potential client’s attention, it’s imperative that the information they need can be found quickly.
Effective communication doesn’t require a lot of text. In fact, blank space is just as vital. A tried and true rule of graphic design states that a way to improve your customers’ reading experience is to break up blocks of text with whitespace. Your aim should be to keep the information on your construction website valuable, concise, clear, and minimal. Let them know where you do business. Is in all over the Lower Mainland, Greater Vancouver, the Fraser Valley, or is it just in Richmond, Vancouver, or North Vancouver.
The same goes for when you are answering questions from potential customers. Brief and beneficial is the name of the game. Here are some common inquiries:
- Does your construction company provide a detailed bid?
- Exactly who will the project be overseen by?
- Are you firm on your estimate costs?
- Will the home need to be vacated while the project is underway?
- Which suppliers and subcontractors do you work with?
Foreseeing such questions and providing your answers is a great way to fill the informational needs of your web page visitors. It provides value, which is important to your brand. This directly builds brand awareness which is vital for a construction company to thrive.
Customers Want to Know How Much Your Services Will Cost
According to the Farnsworth study, 14% of your web page visitors want to know the cost of your services. It’s important for them to know if they can afford to hire you before they take any further steps. We realize that the estimating process makes it difficult for construction companies to offer pricing, so here are some suggestions.
Instead of price totals post costs for certain materials, sample project costs, and price ranges. Let your potential clients know that the figures are just examples and that you would be happy to discuss customized bids if requested. Explain the differences between a detailed estimate and a bid in a short paragraph in order to clear up any misconceptions your potential clients might have. The AIA discusses this under “Detailed Cost Estimating.”
You’ll be pre-qualifying your leads more effectively by posting pricing information. People won’t contact you if they can’t afford to hire you and this will save you from having to deal with bidding jobs that won’t result in anything.
Without prices or a fee structure featured on your construction website, potential clients may think that your company’s services are too much for their wallet to handle. Instead of contacting you, they are likely to leave your webpage and seek out another construction company.
Reviews Are A Powerful Tool
The Farnsworth study states that reviews from past clients are an important consideration to potential customers who are deciding whether to hire you. Word of mouth is a powerful tool. Here are some tips to make the best use of it.
Ask your clients to write reviews after you’ve finished a job. They can do this on your company’s Facebook page or Yelp, for example. Now, only a small percent of your customers will write reviews if you email them to ask. Instead, during your final meeting with them, ask them to submit their critique on your tablet . This method will put them on the spot, and they’re more likely to provide you with their thoughts.
No company has reviews that are 100% positive. It’ll look suspicious to experienced web surfers if you’ve only chosen to display glowing feedback. So, don’t be afraid to post both the positive and the negative. Clients look for contractors that value honesty.
Humanize Your Website
People who are visiting your website for the first time want to get to know your construction company. They are looking for a reason to trust you. The About page is typically where they will seek that out. As a result, Inc. magazine says that it’s one of the most important pages on your website. Most companies don’t dedicate enough effort towards writing an effective About page. Let’s discuss how you can stand out from the rest.
You’ll want to include information such as when you started your business and how you went about honing your craft. Your construction company’s mission and philosophy are important to add. Customers are also interested in your involvement in the community. Mention any charity contributions or events your business has been involved with. Also, be sure to let your potential clients know which geographic area you service.
Now your crew may be averse to this, but photos and short bios humanizes your construction company website. It allows potential customers to become familiar with you. Having your smiling employees on the job will be a comfortable prospect to potential clients.
In review, the best elements to include on your construction company’s website are detailed pictures, concise text with valuable information, price estimates, customer reviews, and background details regarding your business and the hard-working people within it. Offer this valuable information to your webpage guests. You’ll gain their trust and their business.
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