How To Transform Your Underperforming Construction Website Into a Pillar of Lead Generation

As you know, the construction industry is highly competitive. Business owners, operators, and managers are constantly looking for ways to generate more construction leads and convert them into their next lucrative project. Just like most industries, the construction market is becoming more and more digital every day.

That means to grab the attention of web users, you need to stand out in an incredibly crowded internet space. So, how do you increase website traffic? The answer is search engine optimization (SEO). SEO is the process of increasing the number and quality of leads to your website from organic search engine results.

What makes organic traffic especially appealing is that the user landing on your page is explicitly looking for more information about or to purchase a product or service you offer. Taking the time to develop and implement a tactical SEO campaign transforms your underperforming construction website into a lead-generating machine.

Keywords and phrases are used to reach your target audience by matching the terms and questions they’re searching for. Each service or product page should have a head keyword you’re trying to rank for and semantic keywords that provide further contextual information.

Research tools like Semrush help you choose the most effective keywords for your pages based on search volume, rank difficulty, and several other factors. For example, your new build commercial construction page may use a head keyword such as “ground-up commercial construction” with the related keywords “new construction contractors” and “new commercial construction services.”

While it’s important to be proactive and do everything you can to keep your CRM running efficiently, issues will occasionally need to be resolved in real-time. As an organization that uses Salesforce, expect to spend a few hours per week on the following activities:

• Unlocking user accounts and resetting passwords
• Helping users develop or make improvements to reports
• Troubleshooting email campaigns
• Expanding or refining sharing rules or access privileges so records can be viewed and manipulated by the appropriate team members
• Fixing data records that are inaccessible to users

Dealing with issues in real-time can be a pain, but it’s something that any growing organization must learn to deal with. If you have the right team of Salesforce administrators on board, you can solve real-time issues quickly and efficiently.

Once you’ve identified focus keywords and related phrases, it’s time to create SEO content around them. You want your pages to be informative, helpful, and easy to read. Overusing keywords or cramming them in unnaturally turns readers off and leads them to leave your site. Rather than over-optimizing your content with keyword stuffing, focus on using them naturally and in the most beneficial areas.

Strategically placing keywords in headlines, titles, and meta areas gives Google the context it needs to deliver the page to users. That allows you to focus on delivering engaging content that helps move your potential customers through the sales cycle by answering their questions, explaining the benefits of your products, or offering valuable insights. Images, videos, and infographics also make your pages more appealing.

Like using keywords in headlines helps Google and other search engines contextualize your site, linking also provides further clarity. Internal linking takes users from one of your pages to a page within your website. It’s a great way to lead your visitors to new information so they can further investigate services that interest them.

For example, someone interested in a remodeling project might be drawn to your services if you have a warranty that stands out from the competition. Linking content that mentions your guarantees to a warranty page that further explains it may be just what you need to convert a lead or at least get them to reach out to you.

Ongoing SEO content, such as blog posts, is ideal for combining keywords, content, and linking into a lead generation juggernaut. The primary purpose of a blog is to inform your targets and lead them to your services pages. You can build blogs around trending topics, seasonal services, or frequently asked questions.

An example of a compelling blog topic would be “Remodel vs. Addition.” This subject gives you a great chance to build your rank for remodeling and additions. Furthermore, the content should provide ample opportunities to link to those pages on your site and any other related services. By providing answers to your targets’ questions, you help build your brand as an authority and generate more leads.

You also want to keep a routine schedule of when you upload ongoing posts. Google tracks how often sites are updated and how much content they have. To improve your rank, and in turn drive more leads, make sure you’re keeping your potential clients informed.

The most engaging, informative, and helpful website that lands at the top of Google search results is a tremendous asset. However, if you’re not providing prospects a simple way to contact you to schedule a meeting, learn more about a service, or submit questions, it could all be wasted.

Calls to action (CTAs) are easily recognizable areas of web pages and blogs that encourage visitors to take a step. You probably recognize them as buttons that say “click here” or “learn more.” When strategically placed on a page, they become a powerful lead generation tool.

Using CTAs to guide targets to a contact page gives them easy access to your email address, location, phone number, and other contact information. But you can utilize CTAs for more than contact information. If you have an impressive portfolio or e-brochures you think help sway potential customers to your business, CTAs are an excellent way to get them to those pages.

Where and how often you use CTAs is up to you, but ideally, you should include them on every page. Don’t limit yourself to a set number of CTAs, but like keywords, too many can be a bad thing. To draw the most attention to them, you’ll want to design them to stand out from other content on your page.

Submission forms are a convenient feature for construction companies trying to generate more leads. You likely recognize submission forms as the boxes at the bottom of pages that ask you to fill out your name, contact information, and a brief description of why you’re interested in talking.

One of the most critical aspects of a successful form is making sure it is easy to understand and fill out. Few things are more frustrating and more likely to cause you to miss a lead than boxes that are not correctly formatted or difficult to fill out.

A visually pleasing and high-functioning website plays an essential role in generating construction leads. You need to factor in the user experience when developing and designing your pages and website as a whole.

We live in an impatient society that grows more frustrated with slow technology daily. According to Google, your page should be fully loaded and responsive in under two seconds. If it takes any longer than that, you risk visitors leaving the page and experiencing adverse effects on your search rank. It is critical to ensure your page loads quickly to keep your targets on your site.

Web searching is done on phones more and more now that almost everyone has a powerful computer in their pocket or purse at all times. If you don’t optimize your site for mobile use, the images, text, and formatting may be completely unreadable. Even if you can read it, if things are distorted or hard to follow, there’s little chance someone will want to stay on your page.

Design your pages to have an easy-to-read flow and naturally guide readers to the areas you want to highlight most. Designs that deliver readers to CTAs, submission boxes, or high-profit service pages pay off with more interest and leads coming your way.

Abstrakt Marketing is an award-winning B2B appointment setting firm that builds predictable sales pipelines for our client partners. Our comprehensive marketing services help businesses grow by delivering qualified leads to your sales teams to convert into new construction projects.

If you need help drawing more prospects to your website, we have over a decade of experience providing effective solutions in the construction industry. Contact us today to learn more about how we can enhance your website’s effectiveness.