Want to demolish your competition? Just do something they're not doing.Once again, bye bye antiquated construction industry trends. Antiquated trend #101: "Just any old website will do." Nope, not any more - not if you're looking for more customers (or want to stay in business).
This article is based on our case study featuring Monadock Log Homes Services. Monadock Log Homes Services is a premier log homes builder located in the northeast, US. We designed a website for the company last year. Within 8 months, their website traffic, conversions, and even social media traffic have exploded.
In this article, I'm sharing our trade secrets of how to construct a website so you too can have a similar success story.
It's basically simple: If you're in a car race and everyone else runs out of gas, you win.
Monadnock had an old, outdated HTML website. We created a new website on the WordPress platform and did a lot of SEO. And their competition was asleep. It was a recipe for success.
Here's what it takes, step by step:
1. Analyze Your Current Website against that of Your Key Competitors’ Websites
Here are some things to look for:
- How is the overall look and feel of the site?
- Does the site have good navigation?
- Is the content helpful and relevant?
- Does the site load okay; are there pages that don’t load?
- Are there links to social media?
- Are there links to other industry sites, or to suppliers’ sites?
- Is there a contact form?
- Is there an active blog?
- Are there Calls to Actions linking to free offers?
2. Develop a Digital Marketing Strategy
Most people don’t think of a website as marketing. And this is where you can have an advantage.
What you’ll need to do:
- Write down who your ideal customer is.
- When looking for your services on the Internet, how are your prospects searching, what is motivating their searches?
- What are your goals over a finite period of time, like one year?
- How are you going to achieve those goals?
- Find out about your current website metrics and who's tracking what, so you can set a benchmark.
3. Develop a List of Keywords
What is this and how to do it:
- A keyword is a word or short phrase that serves as the baseline for what your page is communicating. You’ll need at least one keyword per page, or per blog post.
- Keywords provide a way to track visitors’ habits as they enter search terms.
It's important to use long tail keywords.
Learn how to really leverage the power of keywords from another article in this series: Construction Company Website Trends: How To Rank #1 in Google.
4. Create Really Great Content
A website that lacks exceptional content is really a waste of time.
The content you place on your website either attracts or repels potential customers. This is a no brainer. How to do this:
- Review your digital marketing strategy in point #2 above.
- Start by picking a keyword that best represents who your ideal customer is and what information they’re looking for on the web. Are they checking out new homes ideas? Your keyword then might be “new homes trends.”
- Write informative, educational content that will create a great user experience when visitors come to your website. Intimidated by this? Consider that much of the information on the web is not so great in the first place. Google is aware of this fact, and they are very open about their mission to de-rank sites with poor content.
5. Do On-Page SEO
On-page SEO is all about:
- Writing great content.
- Using keywords according to best practices.
- Linking out, and linking internally.
- Be sure to do linking (and everything else) according to SEO best practices.
6. Track Your Results
Let’s be gutsy honest about this: If you don’t hire a marketing professional, you’re probably not going to have the time or energy to track much.
What we do:
- For our non-inbound customers, we’ll place an analytics dashboard right in the backend of our clients’ website. In about 10 seconds, they can glance at the dashboard and see the uptick of their website traffic. If you're using WordPress, you can check out a number of plugins that can help with this. Here's one we'd recommend: Google Analytics Dashboard.
- For our inbound customers, we give access to an additional SaaS application that tracks and displays more marketing data. Our inbound clients are running CTAs, landing pages, forms, email campaigns, and automated marketing applications. There’s no sense in doing all that without measuring what’s working, what’s not, and what can be improved.
Key take-a-ways from this blog article:
- Having a great website is your least costly path to success. It's also no longer an option.
- To get ahead of your competition, just do things better.
- Content still rules, so if you focus on nothing else, write great quality content.