When people visit your construction website, how long do they stay? Do they take the time to read your blog, and if so, do they keep coming back for new posts? If you have not thought about this, you should, because these factors help to determine your ability to convert the traffic into sales.
Many contractors make the mistake of thinking that just having a website is enough. Sometimes they think that the focus should be on getting more people to come to their website. They are wrong on both counts. If people are visiting your website without choosing your service, you are losing.
Your Content is What Creates Conversions
There are no tricks to traffic conversion, only proven techniques that can improve the profitability of your construction business. Here are some tips you can use to increase your conversion rate for existing web traffic:
- Focus on developing content: Your content, whether it is on your website or your blog, must be relevant to your market. Most people don’t have a lot of time to spend looking for information. If they don’t find what they want on your website quickly, they will go elsewhere. Some business owners underestimate the value of good content.
- Refine your site’s content: What exactly is it that you want your content to do? Think about it for a while. Do you want content that informs visitors, or that encourages them to buy or hire? This is important because contractor websites can sometimes fall short of one or the other. An experienced content developer can help you create the right mix of content that will educate visitors and inspire them to hire you.
- Learn more: Understanding the different types of content that attract readers will help your company gain its footing in the market. The ever-changing tech landscape has presented new ways to package your information for evolving tastes. Content now takes the form of videos, blogs, and infographics to name a few.
- Use content as a tool: Your content can do more than just provide information. Many people who visit construction websites want answers to specific problems. Shape your content to reflect public perceptions about the industry itself, and offer ways to combat negative ideas.
- Go social: Using social media is a great way to link a wider audience to your content. This is particularly ideal for people who want access to information quickly. Content developers help with research to determine which social media platforms will suit your business.
Regardless of the size of your business, one thing you should know is that getting more traffic does not automatically mean more sales. Once you build a website, you have to start thinking about how you will get visitors to become buyers.
Online marketing is much cheaper than more traditional methods, but you still have to understand it to reap the benefits. Many construction websites have traffic but few leads, so do not put your business in that position. Leverage your hits for potential sales leads by sharpening your focus and your strategy.