Converting visitors into leads is the main purpose for having a website—especially for an under-utilized vertical like the construction industry. Why am I bloging so often about lead-generation? Because of the massive gain in positive marketing ROI you stand to gain.
Inbound methodology for commercial construction marketing is unlike conventional or “outbound” marketing. Inbound isn’t about running ads, or spending on trade shows—in fact, there’s nothing conventional about it at all. Inbound is about attracting leads, not pushing your company’s products or services at the customers you’re trying to reach.
What’s Inbound? In its most fundamental reduction:
Step A: Someone types something into Google. They find your website pages.
Step B: They click on something. Once they do, you have a lead
Do you have a website with little or no things to “click on?” If so, you have little chance of converting visitors into leads, and leads into customers.Let’s fix that. Here are five great tips to turn your website into the lead generating machine it was meant for.
Tip #1) Analyze Blog Traffic and Fix What’s Broken
You’ll need a software package for your analysis. There are a mind-blowing number SaaS marketing automation applications on the market. I’m only going to cover two main ones we use: Hubspot’s and Google Analytics.
Analyze which of your blog articles are producing traffic and which aren’t. Chances are, some are performing very well while others are not. You can view traffic in Google Analytics or most easily by running a custom attribution report within Hubspot’s marketing automation tool. This report will show conversions as well as traffic.
>>Station break: If you want to try Hubspot for free for 30 days + get a free marketing analysis along with your trial, click here. We’ll get you going with it.
For the blogs that aren’t performing well, here are some potential fixes:
- Do you have a catchy title? If not, change it, but be sure to do a 301 redirect from your old title to the new one. Otherwise, you’ll lose whatever SEO juice you have from the original post.
- Edit the content. Make sure you are saying what you intented to say, and that your blog post added value to your audience.
- Revise or edit keywords. Use keywords, but don’t stuff. Don’t use one keyword more than five times in one article.
- Featured image. You need to have a relevant image—at least one, and it also needs to be visually appealing, and pertain to the article itself.
- Metas, ALT tags. You need to have a META description for search engine results pages (SERPS) and each image needs to have an ALT tag. That tag should include at least one keyword.
Tip #2: Align CTAs with Web Pages
Each of your web pages, especially your active content like blog articles, needs have at least one Call-to-Action (CTA) on the page.
Your CTA needs to align with your content. Worst case scenario—and we see this a lot: A website’s only CTA is a “click to get a free estimate” button or link. This will work, but only for buyer’s who are at the decision stage of the buyer’s journey. If a visitor is at an earlier stage of inquiry, he or she is unlikely to click on a free estimate or consultation only because they are not at that place.
To maximize your conversion rates, you’ll need premium offers and CTAs linking to them, for every stage your website visitors are at.
This is work, but it’s high value work. There are many things you can do such as create e-books, podcasts, webinars, white papers, downloadable case studies, etc.
Tip #3: Feature New Offers
Commercial construction marketing usually means a long lead-to-sales cycle. This means that, most likely, one lead will revisit your website many times before signing.
If you have a static website (that never changes), you’re neither providing the opportunity for conversion nor lead nurturing.
Tempting as it may be, self-promotion is not an avenue for lead-generation. Why not? Because all your competitors are doing the same thing. Everyone self-promoting will generate the escapable impression from visitors you don’t want to hear: “I guess all construction companies can do one thing: construction.”
Add new, relevant content that will entice visitors to engage and convert, and will position you above your competitors.
Create and add new content.
Here’s where you focus on personas. You need to take your expertise, knowing what your leads might search for on the web, and deliver the premium kind of content they’re looking for (that I listed in Tip #2).
Tip #4: Reduce Friction
The “snooze or lose” rule states that if a visitor lands on your website and they don’t find what they came for within five seconds, you stand a great chance they’ll click off and go somewhere else—like to a competitor’s website.
Reducing friction means that your website needs to deliver your valuable content in ways that are accessible while giving the user a great experiences. This requires a lot of detail.
Take a detailed look at all of your conversion paths. Here are nine things to consider:
- Make sure navigation is clear and direct.
- Create attractive, targeted landing pages.
- Make sure relevant, key information on landing pages (or the entire landing page) is above the fold. If visitors have to scroll too much, you many lose some of them before they convert.
- Remove sidebars and navigation on landing pages to reduce clutter and distractions.
- Remove other CTAs on landing pages.
- Make sure the images on your landing pages are not obtrusive or irrelevant.
- Keep form length appropriate—short forms for new visitors, longer forms for returning visitors or visitors who have converted on a previous form.
- Use “smart” forms.
- Share landing pages on social media.
Tip #5: Try Adding Middle of the Funnel CTAs
If all you have is a top or bottom of the funnel CTA on a page, all you’re going to convert are top or bottom of the funnel leads.
Make sense? Our rule of thumb is to put a top of the funnel offer at the bottom of key pages, and a middle of the funnel offer in a sidebar.
Our most popular middle of the funnel (MOF) offer is our free website analysis. It’s offering a very high value because it reveals so much in a very short period of time and it's great for visitors who are considering launching Inbound campaigns, and who want to take action to get ahead of their competitors.
Come up with a great MOF offer for your industry.
A high value content offer that could be downloaded would be a place to start. Ideas:
- White papers.
- A case study.
- A plans e-book.
- A budgeting guide e-book.
Key take-a-ways from this blog article:
- Because commercial construction marketing, as a niche industry, is just beginning to become aware of Inbound marketing, opportunities for big marketing ROI abound.
- Your biggest single key to conversion success is through blogging. If you do nothing else but fix poorly performing blog articles, you’ll see more conversions.
- Overall, you website needs to be the one thing that generates the most new leads. It is your best marketing investment.