Construction companies make great clients for website developers because they understand the basic principles of project management and use skills to create something unique. We would like to thank them by offering advice on things that help make a great construction industry website. There are many different types of businesses relative to construction that can benefit from this advice, such as commercial construction, residential construction and remodeling, contractors, roofing, woodworking and millwork, custom home building, fixture installation, and architecture.
Building An Online House
You may think that a website is not the focal point of your business if you are building things outside in the real world and not worried about things that happen behind a computer. But let’s be honest, even your oldest client uses the Internet to check things out. Your online presence is an important piece of your company’s reputation. Construction is a competitive industry that is constantly moving and battling challenges, and the most successful players have websites. It is important that the online presence represents the same quality and specialties that your staff conveys on the ground. This will instill confidence in your brand and capabilities at all points of the process, from the bid to the execution.
Before and After Examples
Remodeling and renovation is a process of transformation best described with visuals. Remember to capture the history of a project before it begins and even during the process of construction, to demonstrate the amazing transformation clients enjoyed at completion. When great projects like restaurant remodels are finished, the property owner will often have a professional photographer take final shots to market the new business. Collaborate with the client to acquire more professional shots, but don’t forget to snapshots of the before scene as well. Your before and after photos can be presented as a case study, with a description of the initial project requirements and challenges besides the before image, and a description of the benefits of the new renovation besides the after shot. Even a few pairs of these examples can make a dramatic first impression.
A Portfolio of Current Examples
A construction website should have at least a basic photo gallery with featured project examples. Although it is not necessary to include hundreds of photos, the portfolio should include examples that show current capabilities and a breadth of projects. Select examples that represent the type of work you want to attract more of. Do not include photos that are irrelevant to the company’s current focus; a construction business focusing on commercial architecture design and build should refrain from showcasing residential work or “side projects”. A typical website photo gallery should include thumbnail images on a web page, however, a better presentation will allow those thumbnail images to link to larger versions and may also include a short description of the project. Some galleries go deeper by linking photos to separate web pages with a full description of the project and additional photos. This is a good way to build up quality content in your website that strengthens SEO.
Landing Pages for Each Construction Focus
Besides visuals, a good construction website required content that helps the visitor understand what to expect. In a sea of construction-oriented sites competing for attention, the website needs to clearly define what your company specializes in (types of projects), what your capabilities are (your skills), and what your target markets are (where you service clients). Besides a basic overview paragraph, establish a landing page for each core focus area; for example, a page for Kitchen Remodels, a page for Restaurant Interiors, and a page for Exterior Treatments. Give each page a decent amount of content to help prospects and search engines gain a better perspective. Here are some great things to include:
- an overview paragraph
- a list of feature examples
- a list of capabilities
- a list of clients served in that area
- a map of the service area
- a featured testimonial quote
- a few photos of that type of project
Associations and Certifications
LEED-certified? Member of a National Association? When you have special recognition, flaunt it. Some certifications are specialized and help differentiate you from competitors. Others may be more common, but if your competitor is showing it, you need to as well. Recognized symbols like Better Business Bureau, Angie’s List, Yelp, and the National Association of Roofers give visitors peace of mind. These can be displayed on a single web page or in part of the design theme, such as the footer of your website.
By paying some attention to these features, a construction company’s website will perform stronger in search engines and provide a better customer experience, which can improve branding and increase conversion rates.
