Ask any construction company CEO what they want the most, and they'll say, "more customers."
You can try many things get more customers:
- Register for more trade shows.
- Run more ads in local periodicals.
- Buy space on a billboard.
- Register for a local networking group.
There are a host of other things limited only by the creativity of those trying to sell you advertising. Here are some questions you need to ask yourself about these channels.
- Are you able to track the results of these efforts?
- Are you able to determine how much ROI is gained from these efforts?
- Are you getting more customers through these channels?
The most affordable path to ROI is through your company website. Your website is your 24/7 sales person, who never calls out sick, and is always pointing leads to your virtual front door.
Looking back a few years, construction company website trends meant having more photos, better photos, more advertising, and more content promoting your company’s secret sauce. Today, those methods are not only costly, they're not working as well as they did.
Here are 10 ways to increase website traffic:
#1: Remove Annoyances
Remove anything that lacks grace. AKA, anything that pops up, pops over, pops in, things that scroll, and videos that start playing automatically. How many times have you gone to a site and had some gaudy pop-over begging for you to subscribe by email? One click, and your precious visitor is gone.
#2: Speed Up Your Site
You can go webpagetest.org to test your site's speed. You'll get a grade, and possibly a severe one at that. At least one independent test has shown that slower websites repel visitors. You also can analyze your site with Google's tool.
There are a few main ways to increase speed:
- Get better hosting (more expensive, but the spend may be worth the pay back).
- Use lower resolution images or use smaller images. Ever wonder why many e-commerce websites have annoyingly small images? Because smaller images load faster, especially on touch devices.
- Use a Content Delivery Network (CDN). If your site is U.S.-based, and most of your customers are U.S.-based, a CDN may not help you very much. If you're marketing around the globe, then a CDN may be a great choice for you.
#3: Link Out
Since visitors are mainly looking for solutions much more than looking at your company, the more information you can provide, the better. Linking to other relevant sources on key topics will increase visitor satisfaction, and help position your construction company as a thought leader in your industry.
#4: Link Blogs to Google+
Google must crawl Facebook and Twitter (and the other zillions of social sites) to index fresh content. When you post to Google+ you're inside the Google network. What does this mean? It means that your content is cataloged almost immediately. So, if you post a blog article on your website and you mention it on Google+, Google can follow that link back to your blog, and bamm, you're indexed. Only indexed content is searchable.
#5: Upgrade to a Responsive Design
When was the last time you used a tablet of smart phone to check something on the web? It makes no sence to cite statistics any longer; so many people are using portable devices as their main method to search the web, if not their exclusive method. So not having a mobile-ready, responsive website is no longer an option.
#6: Use Geo-targeted Landing Pages
According to Google, 20% of all searches result from local queries. So, if you have more than one location, or serve a wide area, having a landing page for each major local area will give you significant SEO juice.
#7: List Your Company in Multiple Directories
Be sure to list your business on sites such as Manta.com and YP.com. Also, make sure your listings information is correct. For not a lot of money, you can hire a content aggregator, such as Moz Local, to do all the leg work for you.
#8: Build a Keyword List
Are you doing content writing for your website? If not, you should. But before you put one word on your website, you should have a keyword list. It’s important to spend a lot of time on keywords. Your list eventually may contain hundreds of keyword phrases. Most important: focus on long tail keywords. You’ll want to attract visitors to those niches in your construction company that are the most profitable. Keywords will do that for you.
#9: Master On-Page SEO
- Deliver outstanding content. Your content should be built around what people want. Hint: They don’t want self-promotion. They want educational content that will solve for their issue. Like many other industries, the construction industry is fraught with false notions causing confusion. Unravel the confusion and you win – big time.
- Use of keywords following best practices. Each page should be built upon at least one keyword. That keyword will keep you on the page’s topic and allow you to track how that keyword is performing.
- Internal linking. This is simply linking to other content in your website without the visitor having to hunt for similar content. Linking also helps search engines follow your content offerings from page to page.
#10: Stay Active on Social Media
This should be fun. You can join LinkedIn groups, share relevant posts you’ve found elsewhere, and post photos of your office party on Facebook.
Posting on Social Media shows you are human – basically. You’re not just some robot hoping to get more business. People don’t like to buy from robots. The increase in referral traffic back to your website is worth the time to engage social media.