Want a Website That Effectively Generates Leads? Check out these tips.
By Brad Shorr
Considering the high value of construction projects, the ROI potential of an effective lead generation website is extremely high for any company in the construction business, regardless of the scope of its operation. The following checklist highlights five website features that drive qualified leads — features many construction company websites fail to execute properly, if at all.
- Mobile-friendly website. Mobile-friendly websites improve organic search visibility on Google and accommodate the rapidly growing number of mobile device Internet users. Because potential customers are often on job sites or elsewhere in the field rather than sitting at a desktop, mobile users are a rich source of leads, far too important to be ignored.
- Powerful customer testimonials. Prospects for residential or commercial project work have built-in skepticism, since most people have had a bad experience somewhere along the line. The most powerful way to overcome skepticism and motivate prospects to inquire: strong customer endorsements. Brevity is good, but testimonials should be detailed enough to be convincing, drive home an important sales point, and if possible, include the name, title and/or a head shot of the customer.
- Strong credibility statements. To give prospects yet more confidence to inquire, provide ample credibility statements, including industry association memberships, certifications, logos of recognizable customers, the number of years in business and data points indicating financial strength and stability. Some or all of these credibility statements should appear on the website home page and in the footer or sidebar of every page template.
- High-quality, custom photography. Right behind customer testimonials in persuasive power: photos of construction projects at various points of completion. (For remodeling/renovation work, before-and-after photos are extremely effective.) Photos should include descriptive captions that highlight unique, challenging or skillfully executed aspects of the work.
- Easy-to-use, well-designed contact forms. A lead generation contact form should contain minimal fields; if a form is too complex, most people won’t bother to submit it. Contact forms should also display a phone number (with a clickable link in mobile screen views), since many prospects — especially those using mobile devices — will prefer to call rather than submit a form.
For a bit more detail on these and other lead generation techniques, review this short article written by a colleague. All of these suggestions are easy to implement; the key is to keep the company website from becoming so complex as to confuse or frustrate users.
Brad Shorr is director of content strategy for Straight North, a full service Internet marketing company that specializes in SEO, PPC and Web design. Brad’s marketing articles have appeared in many leading online publications, including Entrepreneur, the American Marketing Association and Forbes.