Knowing you need a website and knowing what should go on it are very different things. Here, I’ll walk you through some essentials that will help you get the most out of your new website and turn it into a highly functional home base for your online marketing (and recruiting!) efforts.
Every website has a Home page. Even if it’s just a one-page site (which I strongly advise against), that one page is “Home” to all content featured therein. But what makes a good Home page for a construction company?
First, tell visitors who you are and what you do in just a few seconds so there’s no confusion as to whether or not they’ve reached the right place.
Second, think of your homepage as a springboard to the rest of the pages on your site. This springboard is two-fold: you want to anticipate what people are looking for on your site, and help them to find it as easily and quickly as possible and without much thought. You also have the opportunity to tell visitors where you want them to go. So maybe think of it like this: it’s your first opportunity to pitch your company.
A high-quality image slideshow featuring photos from your latest and greatest projects is always a win. Drone footage is all the rage right now — looks super slick.
The About page/section exists to give you credibility as a company, to show people you exist, that you’re capable and trustworthy. While this section isn’t typically the most visited area of a website, you’ll want to devote special attention to it, especially if you’re recruiting new hires or selling a high-dollar product.
If you’re a small company that’s just getting started, one page would probably suffice. If you’re a huge company with years of experience, you could have a whole section, in which case your values, mission, and vision would be on your main About page, and each other facet of what your company is about would become its own page (i.e. History, Team, etc.).
A lot of construction companies want to highlight their leadership and team members — those who plan to feature just a few members will carve some space for them on the About page. Companies with a lot of employees to feature will have a separate page or section accessible from the main navigation.
If you’re going for the separate Team page, let’s just say it’s mandatory to share team member names and titles, or else… what’s the point? Any other information you decide to include is at your discretion: Do you want to have contact info for each person, or just for some? Maybe you just need to provide it for your Sales Team or Project Managers, but probably not for your CEO. And what about team member photos? While I don’t consider this mandatory, I think including pictures of team members is a real positive for certain types of companies, like those that provide residential services (i.e. plumbers, electricians, HVAC techs). Customers can achieve peace of mind by referencing the website and seeing exactly who’ll soon be at their front door. That feeling of certainty and safety can go along way, ya know?
A well-built construction website has a Services section with each individual service on its own page. Having a separate page for each of your services boosts your chances of ranking for keywords and phrases your prospects are using to search for what you do on Google.
A robust project section means:
An added bonus: potential hires can use your projects section to determine whether or not you provide the type of work they specialize in, leading us to another critical must-have section on your construction company website…
Your website isn’t only for attracting business prospects, it’s an excellent tool for recruiting qualified hires. It’s 2019… people go online to shop for everything, so it’s important to be there when they’re looking for awesome places to work, like your company.
Give potential hires a clear route to your hiring section. Consider what they would want to see once they get there — woo them on your website the way you would in person. Tell them a story, talk about your values and your team. Share testimonials and pictures of your workforce. Make them want to work for you, and not just because you pay well and offer great benefits.
And perhaps most importantly, make it easy to apply online by including a submittable form that’s optimized for mobile (your hiring prospects will appreciate the convenience and efficiency, and so will your HR department once you’ve streamlined this part of the process for them).
I’m honestly not sure what the point of having a website is if you don’t have your contact info on it, and we certainly can’t always bet on visitors figuring it out for themselves. Best practice is to include a link in your main navigation.
Including a map of your location(s), an email form, and any important contact information helps you look even more legit.
People ask all the time if they really need a contact form, and it can depend. Email forms are great for prompting visitors to give information you may not have gotten from them otherwise, so if there’s a specific type of information you want from your prospects (ex. service type or project start date), including a contact form helps ensure you’ll get it.
Whatever you do — form or no form — definitely include a contact email address in a blazingly obvious place on your website so visitors do have a way of reaching you electronically.
Whether you’re starting from scratch on a new website or you’re looking to revamp the one you’ve got, this outline for what to put on it is sure to help your business gain prosperity by bringing in better leads and quality hires. Go get ’em.
Monica is the creative force and founder of MayeCreate. She has a Bachelor of Science in Agriculture with an emphasis in Economics, Education and Plant Science from the University of Missouri. Monica possesses a rare combination of design savvy and technological know-how. Her clients know this quite well. Her passion for making friends and helping businesses grow gives her the skills she needs to make sure that each client, or friend, gets the attention and service he or she deserves.
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