The construction industry used to be purely a brick and mortar industry; advertising was done by word of mouth, services were local, and the World Wide Web was a phenomenon that had never been heard of, yet alone used for marketing purposes.

Today, however, the construction industry has changed dramatically. Rather than relying solely on great references or physical advertisements, those within the construction industry are being forced into the world of online marketing. And, just as other industries have employed industry-specific techniques and tools to drive traffic, so should those within the construction industry.

Unfortunately, not everyone has yet taken the bait and started to invest in online marketing; according to the Construction Marketing Association Blog, 67 percent of construction leads are currently gained by cold calls and emails (1). That means that only one-third of construction companies are using additional online methods to generate more leads, and that two-thirds of construction companies are missing out on BIG opportunities to optimize consumer outreach, traffic, leads, and sales.

If you are ready to take your construction business to the next level, online marketing is part of the solution. Here is a look at 10 construction website ideas that can be used to generate qualified leads:

1. Keep a Blog

You may not consider yourself to be much of a writer. Regardless, keeping a blog is an essential part of driving traffic to your website (this is true for all industries). In fact, in one case study published by devEdge Internet Marketing, one client gained four times as much website traffic in a single month simply by adding a blog (2).

Your blog can be about anything in the construction industry that a consumer will find relevant. Maybe a blog topic is on changes to the real estate industry; maybe your focus is hot home design trends. Whatever it is, your blog should be original, authentic, well written, and published on a consistent basis. Once you've gathered enough content, you can also consider writing an ebook.

Check out a shot of the blog of PC Construction . Notice the variety of topics, the ease of navigation, and the eye-catching photos!

PC Construction: 10 Construction Websites

2. Optimize for Mobile Use

A big mistake that many companies make is failing to make sure that their websites are mobile-friendly, too. Not only will failing to create a mobile-friendly site hurt your search rankings (Google’s algorithms now require mobile optimization), but it’s also likely to discourage a user from taking any meaningful action when using your site on a smartphone or tablet. Here’s an example of a construction website, courtesy of JeDunn , that is beautiful on the computer, the tablet, and on the phone.

JeDunn: 10 Construction Websites

Notice the easy navigation options on the mobile site? That’s exactly what your site should strive to do, too.

3. Provide a Free Consultation and Online Form

Just about every online business these days provides a free consultation and a form where people can leave their contact information and a description of their need or/and issue. A free consultation is a great way to encourage people to send you their contact information, especially when you assure customers that that the consultation is “no-obligation.” A consultation is also an awesome way to allow people to get more information about your businesses.

And, get this: an online form where people can submit inquiries works in your favor in two ways. First, it does the above—lures customers and gives them information. Secondly, it gives you access to customer and potential customer information. This information can later be used when compiling mailing lists, sending out newsletters, etc. Here’s a great shot of what an online consultation form should look like:

Example courtesy of Wyatt Construction .

Wyatt Construction: 10 Construction Websites

4. Offer an Email Newsletter Signup or Blog Subscription

It is not just enough to send out a newsletter or post a blog; you want to make sure you are actually getting readers, too. One way to help improve stats in terms of how many people actually are reading what you put out there is to target those who are interested in signing up. You can offer email newsletter or blog subscription sign-ups right on your website, or use social media to make it happen. McGraw Hill construction offers a newsletter called, “Constructionmail.” On their website, users can easily subscribe. Here’s an example of what it looks like:

McGraw Hill: 10 Construction Websites

5. Provide Downloadable Home Designs

Customers love free giveaways. If there is something that you can offer to a customer that showcases your abilities as a company, attracts the customer and encourages them to hire you, and doesn’t break an arm and a leg financially, you should do it. For construction companies, downloadable home design ideas are just the ticket. You can also create features on your website that allow customers to design their own rooms or floor plan. HOMESTYLER not only has a very stylish website, but also provides the interactive and free features listed above.

Homestyler App: 10 Construction Websites

6. Post to Social Media

If there is one must for all businesses that are hoping to grow their profits and expand their reach, it is to post to social media. This includes all of the major social media hubs, like Twitter, Facebook, and LinkedIn, as well as some less popular—yet often equally as important—social media sites like Google+ and Yahoo!.

Of course, some social media pages and posts are better than others. When using social media to draw traffic and generate qualified leads, you want to make sure you’re doing it right. Best practices for using social media as a construction company include:

Engaging with consumers and responding to others’ comments, tweets, questions, etc.;
Posting new and relevant information;
Providing customers with need-to-know info, like the fact that you’ll be closed during the holidays;
Using media (that is, after all, part of the entire premise) such as photos, videos, and gifs; and
Staying active – don’t create a social media profile and then disappear from the online world.

Here is a look at the page of Turner Construction Company , which is doing many things, at least on Facebook, quite well:

Turner Construction: 10 Construction Websites

In addition to using the best practices for social media briefly touched on above, also make sure that your social media accounts are findable. Have a “share” button on all of your website pages, something like this:

Kiewet: 10 Construction Websites

7. Publish Customer Testimonials

If you have done great work in the past, why not use this as evidence to draw in future customers? You can publish customer testimonials and reviews right on your very own website, or ask happy clients to leave a review on a site like Yahoo!. In one case study on how customer testimonials increase traffic, WikiJob saw a 34 percent rise in sales simply by adding a few customer testimonials front-and-center on their page (3). Killian Construction Co. has a full page of customer testimonials. Check it out:

Killian Construction: 10 Construction Websites

8. Do Not Forget About SEO

Search Engine Optimization, or SEO, is often considered to be the king of content marketing; without it, online efforts to drive traffic are subpar at best. But does SEO really have a place in the construction industry?

The answer is yes – absolutely. In fact, industry doesn’t make much of a difference in terms of who needs to use SEO and who doesn’t; the search engines simply use the algorithms, it doesn’t matter whether you’re a hair salon or a painting company. When you are creating content for your construction website, you need to incorporate targeted keywords to generate qualified leads. If you’re not familiar with SEO, the Construction Marketing Association has some great free information that you should definitely take a look at.

9. Consider User Experience

User experience, often just referred to as UX, is an overarching term that encompasses the entirety of the experience that a user has when he or she enters your site. It refers to how great your content is, how engaging your page is, how easy your website is to navigate, how eye-catching your photos are, how fast your site loads, etc. etc. Basically, the goal is to create a page that isn’t just user-friendly, but is also user-enjoyable. Some of the things we have discussed above will help you to achieve this – your blog, testimonials, freebies, and consultation form will all certainly enhance your website’s UX.

But you also need to focus on your website’s layout and ease of navigation, too. If things are too cluttered or too hard to find, a user will surely exit your page quickly. Take a look below at Kiewit’s projects’ page . Notice the easy-to-navigate side bar, the clean and crisp colors, and the way that things are organized into blocks. The page is certainly designed to enhance user experience.

Kiewit: 10 Construction Websites

10. Remember Your Calls to Action!

Last but certainly not least on the list of ways to generate qualified leads for your construction website is to make sure that you remember your calls to action (CTA). A call to action is a short, sweet, and simple request that you want the consumer to take. It could be to like you on Facebook, to join your mailing list, or to schedule a consultation with you. Your call to action should not overwhelm the consumer, and should be easy for them to do (i.e. if you ask them to schedule a consultation, is the how-to behind that easy to accomplish?). Check out the CTAs for KB Home:

KB Homes: 10 Construction Websites

KB Home kept it simple and easy for users: there are only three choices, learn more about local communities, design a new home, or discover personal experience. And, to do either of the three, the user just has to click.

Generating Qualified Leads for Your Construction Website

While the 10 tips above will certainly aid you in generating qualified leads, the list is not all inclusive; keeping your website and profile updated, making sure your website goal is clear, continually improving your site, and using email can all help you to drive traffic, too.

When was the last time you updated your website? If it is time for a refresh or complete overhaul, we can help. We work primarily for companies that are looking to grow in the industrial sector. Take a look at work we have done for other companies—most notably Windmill Homes and Myridium—so you can get an idea of what we can do for you.

If you are interested in working together, schedule a call.

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Warren Diggles
President and Creative Director
Warren Diggles - President/Creative Director

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