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What should a small construction company's website focus on?
Depends. There is no one fit answer but the general rule would be - whatever gets the results they want. For some builders it might be to back up offline marketing, others might be looking to boost profile, others might be actively using online as a main marketing strategy which will change things again.
In general though...
The first main thing I would focus on is experience. Showing they are qualified, experienced and capable. This means showing accreditation, past projects and lots of social proof. Using real picture, with real projects is going to get you x10 results.
Next up is screening. Focus on the areas that are most profitable and in demand for that particular company. Make sure the visitor to the site can quickly tell the main areas of expertise and what this particular company excels in. Many sites give equal focus to all areas of a business while one area brings in 80% of revenue. Without alienating others areas its best to focus on your strengths and improve on what is already working. By the time people call they should already be somewhat pre-sold and the conversation will be more about details then creating interest. Basically only target the customers that you really want in the first place (this will depend on business size, focus and experience).
Creating Interest, not educating. This is a common small business mistake - the site starts listing off technical info and trying to inform people about the fine details of the product they offer. The focus should be on showing results and letting them know that this is the company they want to work with. People don't buy a process, they buy a result.
Those are just 3 quick points that give an overall approach.
I am pitching a larger construction company at the moment that does around 30 million revenue a year.
It is a great niche and construction companies are usually great people to work with.
Depends. There is no one fit answer but the general rule would be - whatever gets the results they want. For some builders it might be to back up offline marketing, others might be looking to boost profile, others might be actively using online as a main marketing strategy which will change things again.
In general though...
The first main thing I would focus on is experience. Showing they are qualified, experienced and capable. This means showing accreditation, past projects and lots of social proof. Using real picture, with real projects is going to get you x10 results.
Next up is screening. Focus on the areas that are most profitable and in demand for that particular company. Make sure the visitor to the site can quickly tell the main areas of expertise and what this particular company excels in. Many sites give equal focus to all areas of a business while one area brings in 80% of revenue. Without alienating others areas its best to focus on your strengths and improve on what is already working. By the time people call they should already be somewhat pre-sold and the conversation will be more about details then creating interest. Basically only target the customers that you really want in the first place (this will depend on business size, focus and experience).
Creating Interest, not educating. This is a common small business mistake - the site starts listing off technical info and trying to inform people about the fine details of the product they offer. The focus should be on showing results and letting them know that this is the company they want to work with. People don't buy a process, they buy a result.
Those are just 3 quick points that give an overall approach.
I am pitching a larger construction company at the moment that does around 30 million revenue a year.
It is a great niche and construction companies are usually great people to work with.