One of the most common questions I hear or read online is, “Why isn’t my website or blog generating more business?” The truth could be simpler than you think. Your website is outdated and your blog sucks. Okay, that may have been a little harsh, but I’ve always been a straight shooter, so here are 15 honest reasons that your website and blog are failing your construction business.
Outdated Website Design
Website design and functionality have changed dramatically over the years. A website built in 2013 should be considered outdated. Any website built without dashboard functionality and a user-friendly platform should be considered outdated. Your readers deserve better than an outdated website and so does your construction business.
Your Website is Not Mobile Friendly
More than 74% of people search for local business on their phone. Your customers are currently choosing to work with the competition because your website doesn’t render correctly on their phone.
The Website has No Personality
Social media websites are so popular because people have the ability to make connections with others. Facebook, Google+, LinkedIn, Twitter, and a host of other social networks allow users to use a profile picture, and share pictures and stories that are important to them or dear to their heart. That’s the type of connection your readers want from your blog.
They want to see your mug on the “About Us” page or a picture of the company dog keeping you company on a worksite. People want to know they’re working with a real person in today’s world of automated voices requesting “Please press 1 for English” as an excuse for customer service.
Lackluster Website Content
Did you almost fall asleep writing your website content? Is it so boring that you use it as bedtime reading material? How do you expect your website visitors to react to that? Treat your readers and potential customers to high quality content that engages their mind and makes them want to continue reading.
Outdated Website Content
Website content should be evergreen. “What is evergreen website content?” you ask. Good question! One quick example is, “Our business was founded in 1990,” vs. “Our business was founded 26 years ago.” Are you going to change the text to read “27 years ago” next year? Probably not; no matter when your readers see “in 1990,” they can do the quick math to see how many years you’ve been in business.
That. That is evergreen website content. Your readers now understand that you’re still in business and have been since 1990.
You Have No Content Strategy
You may have decent content on your website, and you update your blog with information about remodeling. Remodeling. Remodeling. Remodeling. And it gets repetitive. You lose readers because you don’t know your target audience well enough to craft content that catches their attention. No one wants to read the same thing in different words week after week.
You Have No Gallery of Past Projects
Let’s face it – you’re not going to buy a vehicle without seeing a picture of it. Don’t expect people who visit your website to trust your word for it that you’re a talented builder, craftsman, or tradesman. They need to see proof of your handiwork. Before and after pictures are great!
You Have No Blog
Everyone has a blog – why don’t you? And before you speak, “I don’t have time to update it,” isn’t a valid reason. Hire someone to blog for you if you aren’t comfortable writing for yourself.
Your Blog Content Just Sucks
Listen, we get it – not everyone enjoys writing, and not everyone has a flair for words. You need to recognize that you need blogging help if your blog still reads, “Hello! Welcome to WordPress,” or something similar. Blog content needs to be engaging so that you can draw potential customers into what you do; show them that you love your work and that you’re good at it.
You Don’t Know Your Target Market
Who do you sell your services to? Are you looking to attract couch potatoes who are always looking for a good deal, or is your ideal customer a professional with a career and a family that needs more space in their home? Once you realize your target market and understand what they want to read – the sky is the limit.
The Letters SEO Mean Nothing to You
SEO is an acronym for Search Engine Optimization. Optimizing your website for a specific set of keywords or key phrases is extremely important. This doesn’t mean throwing keywords onto a page as many times as you can, either. Search engines are smarter than that; they can tell if your content is geared toward helping people or just random words to attract traffic.
Example: Let’s say you use Google to search for something. The results page usually displays 10 links to websites that have something to do with the words you typed into the search bar. How often do you click to the second page of results?
Get it now? Your website needs to show up on that first page of results when people in your area are looking for services matching those you provide. A poorly optimized website will simply not show up on the first… second… or maybe even the third page.
You Have No Conversion Strategy
Your website is much more valuable as a business partner instead of an advertizing tool. Give it depth. Give it personality. Draw your readers into well-written content, and offer them the final step, which is the call to action. Let your business partner (your website) woo potential customers and offer them a way to contact you for more information. A website without a conversion strategy is simply an online brochure.
Your Call to Action is Crap
The words CALL NOW with a big flashing arrow toward the phone number are not an effective call to action. Your call to action needs to be a subtle invitation for the reader to pursue the next step. You want them to finish reading your content with the intent to make a purchase or call you to retain your services.
You Have No Social Media Presence
I touched briefly on the importance of social media, and I hope you took the time to allow that to sink in. Facebook alone has more than a billion active users every month. How many of those users live near you? Facebook and other social media platforms offer you the ability to generate a blog following that will get your name, face, and pictures of your work out into social media land.
You Push People Away
Content that isn’t well-written and enjoyable to read doesn’t get attention. It may, in fact, push people away. They see the site as a stale and unwelcoming place that they prefer to avoid. So they don’t recommend it, they don’t share it on social media, and they don’t visit more than once or twice.
Now does it Make Sense?
Wow! That’s a lot of fail just waiting to happen. Most general contractors and tradesmen I talk to don’t realize the importance of keeping their website updated. They feel like their 5-year old website should still be functioning as good as it did when it was new.
Have you built anything in the last five years since the website was updated? How do people in your target market know that? They can’t follow you around and see what you’re doing, so your website, blog, or social media need to do the talking for you. Give your failing website and blog a long hard look and call me to see what we can do to improve them.