Our marketing Blueprint for Construction Companies is designed to get you leads and sales from inbound marketing. Anyone knows that having good prints is the first real step in the construction process.
When I speak of a marketing blueprint, I’m talking about setting up clear direction of what to do, how to do it, and doing things in the right order. You know how this works—garbage in, garbage out: Make bad plans and you’re doomed. But create a good marketing plan, and you’ll get the results you want.
What follows are three critical first steps to getting leads for construction companies. The steps specifically center on inbound marketing—not traditional, not push, not interrupt marketing. While there are a lot more elements to inbound that will help build a successful lead-generation strategy, if ignored, these three absolute foundational steps will prevent your whole marketing structure from ever getting off the ground.
In the digital marketing realm, “SEO,” (Search Engine Optimization) is the most misunderstood, mis-used, over-used, over-promoted, and often annoying terms I can think of. Yet, it is the single place to start, and get right, of any concepts pertaining to the Internet and marketing. Miss this one, and the everything fails—badly.
While doing SEO still requires brains—keeping up with the latest Google algorithms and best practices and techniques, it’s no longer enveloped in mystique. You can’t fool the search engines much these days, so it’s not worth trying. Today, SEO is a nuts and bolts process of building a foundational online presence that will allow people to find you. Allowing people to find you is the first step to getting leads for construction companies through inbound marketing.
8 Step Checklist to Be Sure Your Website is SEO-friendly
- Page Strategy. What’s the single purpose for any particular web page? What’s your message? Pick one theme per page and don’t get tempted to stray.
- Keywords. Keywords are the terms people enter into a Google search to find your content. Without keywords, your web content will get lost along with the zillions of other lost websites. Misery loves company. From your page strategy, pick one good keyword and use it 3 to 5 times on each page.
- Title. Simple. Make it catchy, clear, and use one keyword in your title.
- Title. Keep your title under 70 characters, if possible. Longer titles accomplish nothing, not better SEO, not anything. There’s a lot of research on this. Longer titles also get appended in search results, making them look foolish to people.
- Meta Description. This can be the description people will see in search results, although search engines may opt not to use it. Nevertheless, it’s still good SEO practice to write a meta description. Use one keyword in it.
- Images. Use at least one, per page. If you’re writing a blog article, make sure one image displays on your main blog excerpts page. Images significantly increase click-through rates.
- Alt tags. Sometimes an image won’t display, for whatever reason. And since search engines can’t see an image, you’ll need to write a description for each image and put it in the “alt” tag for that image. Use one keyword in each alt tag.
- SEO-friendly URLs. Severely outdated websites will suffer from having bad URLs. Non-SEO-friendly URLs mean it will be almost impossible to be found.
Non-SEO-friendly URL: www.mywebsite.com/34_&dah-48page
SEO-friendly: www.mywebsite.com/description-of-this-pageSee the difference? The search engines will see the difference too.
UX is web jargon for “user experience.” It’s a hot term and there are a lot of people writing about it. To get leads for construction companies you’ll want to be sure people actually can find what they need and like what they see. Those two elements: Finding and Liking are the two key elements of UX.
How Visitors Find Content via UX
Normally, when we think of finding, we think of SEO. But people don’t always think like a search engine. So if you have some content buried behind an obscure or unclear link, they won’t find it.
In today’s fast-paced world, you only have seconds to capture a visitor’s attention. We continually monitor and test our website for visitor habits. The average visitor will click off of our home page within 5 seconds of arriving on it. So we plan on that. Most won’t scroll, so if you’re placing high-value content below the fold, a large percentage of visitors simply may not see it.
Why Visitors Stay if they Like What They See
Simple psychology. Compare a mud pit with a flower garden. This is where graphics come into their one value proposition. This is why infographics and videos work so well—they are visually appealing.
If we’re unsure of using one graphic over another on a high-trafficked page, we’ll often do split or A/B testing. A/B testing is simply using software that will upload two different page elements and split the viewing audience in half. Fun! So 50% of your visitors will see one image and 50% will see the other. We’ll compare metrics like bounce rate, mouse hover time, and the all-important click through rate to see which element wins for the duration of our test. Then, we’ll dump the unpopular element and shut down the test.
Conversion Rate Optimization or CRO, is the secret sauce that turns your website from simple brochure-ware into an awesome lead-capturing machine. To generate leads for construction companies, you’ll need at least one conversion path.
What happens when someone comes to a page or blog post on your website? Without a conversion path, nothing will happen unless, luckily, someone clicks on your contact form. Having a functional conversion path will capture leads at every point in the funnel.
The graphic image above shows the sales funnel as it relates to inbound marketing. If your main focus in only on the “close” portion of the funnel, you are losing a lot of lead-generation potential.
- Top of the funnel leads are those visitors who are seeking solutions. They’re not ready to buy… not right now. But presented the right content, many eventually will.
- Middle of the funnel leads are those who have identified their issue whatever it is, but they’re still in the process of finding solutions.
- Bottom of the funnel leads are simply searching for a construction company. As soon as they find one, they’ll sign.
Most marketing today is focused on capturing bottom of the funnel leads. This segment is the smallest. Yes, they are ready to buy and that’s great. But they are ready to buy from anyone, including your competitors.
Your competitors are doing the same things you are: Talking about their projects, capabilities, and testimonials. All of this is good, but are you ready to take it much further? Inbound will accomplish that for you.