Your construction website has compelling pictures, valuable content, and a sweet portfolio section to proudly display your work. In the last three months, though, you’ve only had enough website visitors to fill a small venue rather than a huge stadium. What can you do about that?
Depending on how much traffic you want and how much money you have to throw at boosting it, you can either sprint toward an immediate spike in website traffic or you can marathon it to drive more visitors to your site over time.
To get fast results, sometimes you’ve got to lay down the dough. Not the baking kind, the spending kind. We’re talking paid advertising. Although baked goods are quite delicious, I don’t believe any of the online advertising platforms are accepting them as payment for running ad campaigns. Never say never.
HubSpot reports 64.6% of people click on Google ads when they’re searching online for a product or service, so advertising your construction company online will definitely land you more clicks to your site than running none at all. The quality of visitors you’ll get? That all depends on your ad copy and landing page quality, but in general, if immediate results are what you’re after, paid ads can help get you there.
Be warned, this isn’t the surest way to make a residual impression on traffic patterns. If you want something that sticks, you might consider taking the “slow and steady wins the race” approach.
Blogging is the way to go if you’re looking to generate some website buzz and maintain a solid and lasting flow of traffic to your website.
According to HubSpot, 1 in 10 blog posts are compounding, which means over time, organic searches bring more traffic to websites with blogs. HubSpot also reports compounding blog posts generate 38% of your overall website traffic. That’s a pretty substantial amount of traffic.
Not only does blogging help you optimize your website for certain key terms, it expands your ability to get in front of Internet users. Each blog post has the potential to be served among search results when people are searching for the topic covered in your post. In other words, each post acts as a door people can use to enter into your site, so in this way, the act of blogging can generate more traffic.
Blogging also creates opportunities for you to build credibility with prospects by offering reliable answers to common industry questions people often search for online, which alone can help you build a strong website following over time.
However you slice it, best practice, should you decide to start blogging, is to let people know you’re doing it, which takes us to Method #3…
They say word-of mouth-referrals are the surest way to build your business. Amazing, the principal applies to web traffic as well. The simplest and least expensive method for getting people to visit your construction website is to…ya know…maybe tell them about it.
We’re sad to say our world doesn’t yet possess magical fairies who travel to your prospects’ ears jubilantly informing them of the enlightening and wonderful information you just added to your website.
There are, however, amazing (and free!) email marketing tools like MailChimp you can use to automatically send email blasts to your client and prospect lists when you add useful or interesting content to your site.
If you have a projects section you update regularly or decide to start blogging to get more traffic, you can take advantage of what seems like a magical feature in MailChimp that, when integrated with your website, sort of acts like a fairy… An electronic fairy manifested in the form of an automatically generated email sent to your subscribers telling them about the awesome new blog posts and completed projects you just added to your site. Magically wicked, right?
There are equally magical plugins that automatically share your recent projects and new blog posts on social media, too. Or you can simply write and schedule social media posts as you’re adding new content to your site. All it takes is a little blurb summarizing your content with a link to your newly added project or blog post.
It’s called borrowed reach, and there’s no shame in taking advantage of it.
There are three ways you can harness the power of borrowed reach. You can either:
Regardless of how you go about driving traffic to your site, desirable results are anything but out of reach. The quality and quantity of your results ultimately come down to three things:
If you’re looking for an immediate bump up in traffic to your site and aren’t too concerned with the long-term, get some ads going on AdWords or Facebook, or whichever platforms serve your company best. Want lasting results? Blogging and/or maintaining an updated projects section can help your long-term goals by steadily driving more traffic to your website over time.
Whatever method you choose, take advantage of the sharing platforms at your fingertips and tell the world what you’re doing. You’ll see your efforts reflected clearly as you continue monitoring your website traffic. If all else fails, we’re here to help.
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