As a construction company, your main focus is probably not on the Internet. Word of mouth, previous performance, and reputation tend to be the major ways in which construction companies earn and grow their business.
But if you’re not putting your name and work out on the web, you could be missing out on a large section of clients.
Contractor Gorilla, a website design company that specializes in building sites for construction contractors, posted a list of Dos and Don’ts for Contractor Marketing in 2015. The list can help contractors build a website and ensure their message is reaching all the right customers.
First, the Dos:
- Have a well-designed site. Not having a site at all just isn’t an option in 2015. People will search for you online, and if they can’t find you, it could cost you the job.
- Generate your own leads online. Contractor Gorilla advises hiring an online marketing expert to run your advertising, marketing, and public relations. They will know the best ways to get your name out there to reach your company’s goals.
- Implement proper SEO strategies. SEO stands for Search Engine Optimization. It’s basically the way people find your website—by searching a topic on Google or Bing, finding your web page using a link from another website, or seeing you on social media like Facebook or Twitter. Good SEO means a high likelihood that people will check you out. Bad SEO could mean you’re lost to the Interwebs.
- Be active on social media. You’re on Facebook to post pictures of your grandchildren and your delicious dinner, but, your company should be on there too, posting pictures of awesome jobs, interesting projects, and employee successes. It’s not just about clicking “Like” on your buddy’s photo of that 12-point buck. Social media can show that your company is an expert in your field by publishing great content. And your customers and potential clients can “Like” and share your post about the newest trends in erosion control on roads.
Now, the Don’ts:
- Don’t create your own website. That is, unless you have solid web design experience. Your job is to build roads and bridges, not web pages. You’re good at your job, right? Then hire someone who knows what they’re doing to represent you. And remember, you get what you pay for.
- Don’t use lead generation services. Don’t pay an outside company to bring business to you. Chances are you’ll pay per lead, whether it pans out or not, and you’ll likely be competing against other contractors for the same leads, which may or may not be valuable in the first place.
- Don’t attempt to do SEO on your own. Reading about it for a few hours online won’t cut it. There’s too much conflicting information about what works in SEO and what doesn’t, and the tips are constantly changing. The process takes time and effort to be successful.
- Don’t share bad content on social media. Just because you think your new truck is cool doesn’t mean your potential customers will. They want to see relevant, informative content, and they don’t want to be flooded with sales and promotions. Avoid any touchy subjects, and make sure the content you post reflects your company and your craftsmanship in a positive light. Treat your audience like paying customers.
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