Creating a great construction website is not an easy task in today’s competitive digital landscape. There are a variety of complex elements involved in the proper planning, design and development with the end result of crafting a highly functional, useful website that not only gives you an appealing online presence, but also serves to meet your own business’s goals and objectives. That being said, plenty of websites are out there that miss the mark in regards to proper differentiation of your construction brand.
Remember, your brand is like your promise to the customer. It is who you are in the business world, built on a platform of authenticity, that shows people what they can expect from you or your products along with how you are different from your competitors.
Reflect your Brand Identity
Sort of a no brainer, right? While you might think that, many companies are still missing out on utilizing their web site to showcase their brand’s identity in the form of color schemes, logo use, style and images. Today’s website is the most visible face to the world. It serves as an introduction to who you are, and how you can help. Your website should work to strengthen your brand identity and position you properly in the marketplace. Your logo should be memorable and displayed on every page in some form. The colors should be the same scheme you use on letterheads, in the office and at tradeshows. Make sure when someone lands on your construction website, the overall feeling they get from interacting with that site is the same type of feeling you want them to get if they interacted with you personally.
Create a Brand “Voice”
What is the overall style and tone of your brand? Whether it is funny, serious, conversational or intellectual, the “voice” of your brand should have a certain, unique personality and style that represents who you are. Make sure to apply the same voice to all your digital marketing endeavors and all of your written communication from emails to web content and social media.
Strong Calls to Action
The purpose of a call-to-action is to instruct your audience on the next step you want them to take. Far too many construction websites are missing even a basic “Contact Us” button for perspective clients to use when looking to connect with you for business. Call-to-action buttons will increase your website’s usability and encourage users to stay longer on your site, especially when properly placed and emphasized. People want that direction of where they can go to “Buy It Now”, “Sign Up Here”, or “Contact Us” and if you don’t give it to them then your business and brand will suffer.
Create your Message
Your brand messaging is a very powerful way to set your brand apart. Ideally it should be concise, meaningful and memorable and immediately tell a user who you are. The message you use should also help you stand out from the competition, so avoid using generic statements that can be found on every other construction website.
Your style and imagery on the Home Page of your website should be the same as your Contact Us, About Us, 404 Error pages and even across the social media networks your company is active on. That consistency builds trust and is one of the most important aspects of building and improving a memorable brand. Even things that seem small like a “Contact Us” button in different locations on different pages take away from the consistency you have to relentlessly strive for.
The bottom line is that your brand needs to be strongly represented on your website because often it is the first contact a potential customer will have with your business, whether you know it or not. People spend more time researching and evaluating options online before they make a decision to buy or engage with your sales team. The last thing you want is for users to visit your site, not have a good idea of who you are and head back to the search engines.
If you’re in need of a compelling online presence for your construction company, contact our digital marketing experts now.