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SEO vs CRO: The Newest of Construction Company Website Trends

[fa icon="calendar"] April 28, 2015 - Fred Thompson

Tired of getting those cold calls from so-called SEO agencies promising to “get you top ranking?” Well, don’t worry, there’s a new game in town and it’s called, “CRO.” CRO is an acronym for “Conversion Rate Optimization.” money-chartI’m not saying you’ll get cold calls for CRO but, if you do, they probably won’t be from the same scammy agencies because CRO is a bit more involved.

For the past decade or so, Search Engine Optimization (SEO) has been the current and best of construction company website trends. To get website traffic (and leads), especially against stiff competition, your company website needed to be found when people performed searches. It, and you, still needs to be found, so SEO is not at all dead.

It’s no longer enough simply to have a good website; your website needs to be generating business.

What is SEO?

Translate: "What is SEO today." (It's forever changing.) Years ago, SEO involved a series of techniques designed to fool search engines in order to help rank a given website higher on search engine results pages (SERPS). Today, unfortunately, many SEO consultants still are using tactics like contrived “backlinks” to accomplish the same goals. Search engines, like Google, would say to such practices, “Thou shalt not cheat.”

Today, trying to cheat search engines can have very bad consequences – like getting your website penalized. Fortunately, there still are highly valuable SEO techniques that will help build website traffic.

Here's a complete list of SEO best practices:

  • Publishing good content, aka: content that adds value to information already on the web.
  • Writing content for a particular audience, not just writing what you feel like.
  • Using clear, descriptive titles.
  • Keeping titles concise – not more than about 70 characters.
  • Employing long tail keywords that help your audience (and thus search engines) find your great content.
  • Using at least one keyword for each page.
  • Using a keyword in the page’s URL.
  • Using a keyword in a META description.
  • Keeping a META description accurate and concise.
  • Not overly repeating keywords.
  • Using ALT tags for images.
  • Carefully using internal and external links.

What is CRO?

Conversion Rate Optimization… We look at it as a component of inbound marketing. Let’s think this way: Your website is not there just for show ‘n tell, correct? You should want to get some business out of it, not just have it as a place to post text and photos for the fun of it.


Anytime someone visits your website and becomes a lead from that visit, they have “converted” (from a visitor to a lead.)

“Conversion rate,” is an expression of the volume or percentage of traffic who become leads.

A “conversion path” is the route of method you have placed on your website to gain conversions. Complicated? Depends. You probably have one conversion path on your website right now: a contact form or request a quote form. When someone visits your website and fills out a form, they have converted. You now have a bottom of the funnel lead that you can chose to persue or not.

A functional conversion path will result in lower Customer Acquisition Cost (CAC). Correct me if I’m wrong, but the whole point of doing an effective marketing campaign is efficiency. If your advertising budget suddenly produced more at the same spend, you would advertise more, and produce even more.

A fully developed conversion path will include actionable items like:

  • Content offers that attract and entice visitors.
  • Calls-to-actions (CTAs).
  • Landing pages.
  • Automated “smart” emails.
  • Metrics, and more.


CRO is the newest, latest and most productive of construction company website trends.

I was having a status conversation with one of our inbound clients yesterday. He said to me, “You know, five years ago the top construction company trend was to just do blogging – which we did. If you were blogging, you really had it. Now, it’s moved way beyond just blogging.”

Staying ahead of your competition is not hard. You just need to stay ahead.

Key take-a-ways from this blog post:

  • SEO is not outdated at all, but its methods have changed.
  • If you want to get ahead, SEO + CRO will do it for you.
  • A good website that does not produce leads is like an employee on the payroll who’s just sitting there.
  • A good conversion path is a delightful, natural path visitors follow on the way to becoming customers.

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Topics: Construction Marketing

Fred Thompson

Written by Fred Thompson

Fred Thompson is the owner of New Destiny Media; Fred loves working side-by-side with business owners to create successful marketing campaigns that grown their business. When Fred is not working, he is spending time with his three very active children at home. He is an avid problem solver (MacGyver), Loves anything Martial Arts related and Social Media gets him excited about work.