In the age of Internet marketing, your website is the best piece of equipment you can have. It also needs to be customer-centric not company-centric. You first need to solve for the customer, then you get to talk about your company.
Let's drill down and take a look at six essential construction company website trends. These actionable items will bring your website up to speed and make it a lead-generating machine without breaking too much of a sweat.
Trend #1: Define Your Goals, Page by Page
What is your page about? One page, one goal. If someone visits your home page, are they going to know where to go next?
Construction industry trends for website design, more than ever, equate to common sense: Try to think how your ideal customer might think about your website. If you were visiting your website for the very first time, what might be your impression?
Knowing what your customers are looking for in advance is important. They are coming to your website to try find to some solution. Some will know exactly what they're trying to find, others will know it when they see it.
Stay away from company jargon or construction-specific technical language. It may be tempting for you to share your knowledge but how you make a website visitor feel is more important than what you say. Think about the impression you're going to make. Ideally, you want a visitor to come to your website and say, "I've come to the right place."
Trend #2: Use Clean Headers
By "headers," I mean the big typeface "H1" tags at the top of each page or the smaller header titles at the beginning of each paragraph.
Use the "blink test." Within 5 seconds, people will leave your website if they don't think it's relevant to them. Someone who's never heard about your company will know what's it's about in 5 seconds if you pass this test. If I'm looking for something on some website and see it in the header, I'll want to continue looking at other pages on the site.
The header will define what the page or paragraph is about, and should entice the reader to actually read more on that page.
Trend #3: Include Space for a Relevant Image
According 3M, our brains process visual content and imagery 60,000x faster than text, and 40% of people will respond better to visual information than plain text!
The construction industry is all about big-ticket sales, so stay away from crummy images. This means don't use stock images you find on the Internet. That would be a deal-breaker. No one wants to see work that someone else has done, or machinery you don't own. Always use original, high resolution, perspective-corrected images on your website.
Trend #4: Place Calls-to Action the Fold
According to the Nielsen-Norman Group, web users spend 80% of their time looking at the information above the fold. What's "the fold?" When you arrive on a web page, the fold is what you see without having to scroll. The point is, put high value information above the fold.
Use that space to entice them to scroll, but don't try to pack your entire page up there. And don't try to pack too much onto one page. That practice may work when someone's viewing your page on a desktop computer monitor, but you could cause annoyances for the many who will be using a tablet or smart phone.
Always place your calls-to-action (CTA's) a above the fold. Having a CTA on your page means you have something you're offering. For lead-generation, that CTA is the most important element on the page.
Trend #5: Implement Responsive Design
When was the last time you looked at a website on your smart phone or tablet? More than 50% of website visitors are on mobile devices and tablets. The world is moving so fast people don't have time to sit down at their computer.
Responsive design is no longer an option. Does it make any sense to have a website that attracts as many people as it repels?
Trend #6: Always be Testing
Share your work; get feedback from employees and customers. It's almost impossible to make an educated guess about what people are going to need from you and how they're going to use your content.
- All key pages: Home, About, Product and Service pages should have simple, action-oriented content.
- How do you stand out from your competition?
- Have a customer referrals and reviews on your site.
- Success indicators: Rewards, recognitions.
- Contact information and phone number - make it easy to contact you.
- "About Us" pages should have 150 words or less, and show customers that you're real people.
Your products and services pages do the heavy lifting. 57% of your leads will have spent some time researching their purchase decision before contacting you (source: executiveboard.com). Make your product and services content is loud an clear.
Two kinds of product and services listings:
- Feature-based listing.
- Benefit-based listing.
You should make sure your website has both.
Key take-a-ways from this blog article:
- Construction company website trends can be summed up in one thought: It's all about the customer.
- Each page should contain content relating to the page's main goal.
- Have some co-workers apply the "blink test" to your website. This can be fun!
- Having quality images are as important as what you say.
- On average, 50% of those who visit your website will use a hand-held device. Integrate responsive design on your website.
- Don't let your website go static. Test, review, analyze. Change what gets stale.