The days of standing up a website and not touching it again for several years are long-gone. This is no longer a set-and-forget realm of business; it has evolved. Because of complex search engine algorithms, adding new content to your website on a regular basis is one of the elements to consistently having your website listed when a consumer searches for the products and services you offer.
Complicating the issue a bit, is that search engines, such as Google, are also able to detect if your content is written for computers (this is called key-word stuffing) or if you are actually sharing good, useful content that real people would want to know.
This is why it is so important that when adding content to your website, you to focus on your ideal customer. Don’t worry so much about the search engines; instead write for the real people who trying to learn more about your company, your operations and potentially even considering you for a bid.
If you are stuck with brain-cramps and no ideas, here are a few ways you can keep your website content fresh.
1. Blog Articles. Make it a point to add new articles on a regular basis – ideas that will engage your readers and information that they will find valuable. Because if it is junk, they won’t come back.
If you can’t figure out what to write about, spend 10 minutes brainstorming ideas.
- What are the frequently asked questions your customers ask you?
What is your process?
- What is design/build and what is the benefits to me, your customer?
- What makes a project green, and what do the different certifications (Silver, Gold, Platinum) mean?
All of those questions can be turned into blog topics.
2. Projects. Your construction projects are probably the top way you have to sell your company to a prospect, yet so many contractors are not using them effectively online. Too many contractors neglect to upload photos to their website, and when they do, it is just a few okay photos to a project gallery – without any description. That isn’t good enough. Not even close.
If you have the capability to add descriptions to these photos, you must. Tell your prospects what the heck they are looking at – and why this photo is important. If you don’t have this capability, write a blog article about the project, with the photos.
[quote]If you have the capability to add descriptions to these photos, you must. Tell your prospects what the heck they are looking at – and why this photo is important. If you don’t have this capability, write a blog article about the project, with the photos. [/quote]
I can’t stress it enough that these projects are what sell your business to future customers. They instill confidence and credibility! They showcase that you are capable of turning an ugly, dysfunctional kitchen into the beautiful gourmet one.
3. New Resources. Every reputable contractor belongs to at least one trade association, and these associations produce a lot of great resources for contractors to use. Dig into your trade association’s resource section and select a few resources for your use. Write a short blurb about the resource and and link to it from your website (always open a link into a new window, though, so you aren’t losing a prospect). Some digital brochures even have space for you to add your own logo.
4. Video. The use of video is an excellent way to showcase your fine craftsmanship and share knowledge. A restoration contractor in my area uses video to show how inferior concrete crumbles over time. A painting contractor in Vermont, Topcoat Finishes, often uses video to showcase the skill that is needed to prep the surfaces and paint.
5. Drawings. Companies in the A/E/C market (architecture, engineering and commercial) will use drawings to help their prospects visualize the end result, and often the customer uses those drawings to sell the project – such as using a subdivision drawing to sell lots to homeowners. Homebuilders use drawings of home designs and floor plans, too. Think about how you can use your drawings to further the imagination of “what can be” for your prospects.
6. Photos. As mentioned in #2, photos are one of the strongest ways you can sell your construction services to new customers, and nothing sparks the imagination (and dreams of what can be) like drawings.
While adding content to your website on a regular basis may not be your absolute favorite thing to do each week, it is a necessary step in in keeping website relevant for search engines – and consumers. If you can’t do this, you may consider hiring a good blog writer to help you make it happen.
Photo Credit: Forgemind ArchiMedia
Need content ideas? Download my e-book, 52 Content Ideas for Contractors – Download Now.