8 ways to increase website enquiries for small construction businesses

Once you’ve taken the plunge and invested in a website, this marketing resource has potential to point customers your way, 24 hours a day. If you want to increase website enquiries as a small construction business, review your site at least annually, if not more frequently. Our in-house team of digital marketing experts give tips below on ways to increase good quality leads from your site:

1) Stand out and be memorable

Where possible, your company name / logo / branding should be obvious and remain visible throughout the site. Use the company logo as a home page ‘link’ so visitors can always find their way back.

2) Make your contact number visibleIncrease website enquiries using a clear telephone number

A contact number clearly displayed throughout the site helps visitors to call if they are interested in your services and will increase website enquiries for your construction business. Don’t make this difficult for them by hiding your number away – your competition won’t!

3) Let customers reassure new visitors to the site

Potential customers who haven’t used you previously want reassurance from your site. If you have accreditations or testimonials which demonstrate the skills and standards of your work, why not sit them up front on your home page? The same goes for review sites where your company has been positively reviewed. It doesn’t matter how much you say about yourself, hearing it from happy customers is more convincing.

4) Use images to showcase your work

A picture is worth a thousand words and images give an instant feel for the type of work you do. Look at the images on your site as though you are a customer – do they show your work off to its best? What do you want to sell more of? Is that work represented in your images? Adding images of the type of building work you want to sell more of will enable website visitors to instantly recognise that you provide the construction services they need. This can help to increase enquiries from your website for the kind of work you want.

5) Get found on search engines for more of your services

Being found by search engines is primarily the responsibility of your website developer. However, you can help boost results too. Make sure the content on your site is relevant to typical searches potential customers make online. Think as a customer (better still, ask your customers); make a list of searches they might type into Google to find a company like yours. If you offer building services, think about the products and services you want to sell more of (e.g. loft conversions, roof repairs, patios and driveways). Check that the content on your home page contains the most important search term for you. Do the same for pages which relate to the products you want to sell more of. Don’t have a page for that product? That’s easily sorted! Include a separate page of information for all products or services you offer. This exercise has a double purpose, as it will also serve to help visitors find more information, relevant to their project.

6) Help visitors find your social accounts quickly

If you’re spending time developing a social media community through Facebook, Twitter or another platform, link to those accounts from your website. This is often the quickest way to find your business amongst the noise of those social spaces. It is also another way potential customers can see your latest news and projects for further reassurance.

7) “What’s in it for me?” Always sell the customer benefits

If you already have an ‘About Us’ or a ‘Meet the Team’ page, read it. Imagine you are a potential customer. Does it all say ‘us – the company’? Could you change it to talk about how this benefits ‘you – the customer’? Try to turn the important points of your history, experience and structure into a customer benefit by answering the question ‘what does this mean for my customer?’ For example, if you’ve got 30 years’ personal experience, this is likely to mean that your customer can expect a skilled, professional approach in their home and a quality finish for their project.

8) Add video content

If you can add relevant video content to your website, this is another way to tell your story (particularly for those people who prefer video to text). Professional video content is preferable to self-recorded videos on home pages and pages about products and services. Professional prices shouldn’t deter you from using video, however. If you have a news or blog section, use video content you’ve taken yourself here to showcase a recent project.
If you haven’t reviewed your website since you launched it and it has been more than a year since you did, the above checklist provides a good starting point. Taking this a stage further, ask some of your customers to suggest improvements to your site and/or speak with your website provider and ask for recommendations for boosting results. If doing what you can to maximise your return on the investment in your site generates just one extra high-quality job, it will have been worth your time.

For more ‘how to’ information, tips and advice from our team, click here