When you run a construction company, your usual concerns may include labor costs, equipment maintenance, planning and designing your next project, and reaching potential clients. Not many construction company owners think about digital marketing, but in 2021, you may need to consider changing your mindset. Construction companies benefit greatly from giving themselves an online presence because clients nowadays do their primary research on the internet. They will look at construction company websites and create a shortlist of companies to contact based on what they find online, so chances are, if you don’t have a professional-looking website, you won’t stand a chance against your competition, even if you offer great benefits like lower prices or a more extensive portfolio.
So how does one start building an effective online presence? You can start by implementing a technique called search engine optimization (SEO).
What is SEO and what does it do for my business?
SEO is a digital marketing technique that focuses on increasing your website’s search engine rank to attract more user traffic. More user traffic leads to more conversions, which is directly proportional to revenue.
If you’re still in doubt about SEO’s relevance, know that there’s a whole industry built on SEO, with some agencies even specializing in making SEO tactics for specific industries. Yes, that means there are construction SEO companies, and it’s highly likely that your competitors are working with them to ensure they get an edge over everyone else. Here are some statistics to prove how SEO impacts a business.
- 82% of business owners say that implementing an SEO strategy had a positive effect on their business
- 70% of marketers say that SEO drives better traffic than paid ads
- SEO drives 1000% more traffic than social media
- 68% of customers discover new brands and companies through an online search
- 28% of searches that include the words “near me” or a specific location result in a purchase, store visit, or some form of contact with the company
SEO and business growth
Besides the general benefits, SEO also contributes to business growth and expansion, which is perfect for construction companies seeking to set up bases in other cities and states. Here are the ways SEO can help your expansion efforts.
Increases brand awareness
Clients won’t contract your construction company if they don’t know you exist, and SEO is the perfect way to ensure your company is front and center when potential clients do a Google search on construction companies in your area. The higher your rank is on search engine results pages, the more likely people will click on your website and know about your business.
Boosts conversions and revenue
Everything that contributes to your SEO efforts is also geared towards improving your overall online presence. Decreased loading speed, professional layout and design, smooth navigability, comprehensive and well-written webpages; these improvements help create a better user experience and entice potential clients to make you their top choice for a construction company. SEO also helps you garner more valuable traffic, meaning, you can target keywords that are more likely to take you to where the paying clients are.
Gives valuable data for business expansion
Digital marketing holistic insight that you wouldn’t get with traditional marketing. For one, your analytics can show you a great deal of information about site visitors, from their search habits to their location. This information can help you determine what other services you can add to your lineup and which cities you can expand your business to.
Starting with SEO
Now that you know what SEO is and how it can help expand your business, the next question you have is most likely “how can I get started with SEO?”. We asked a few construction SEO companies for advice, and these were their wise words.
1. Keyword research
Part of doing SEO effectively is targeting the right keywords. Ranking high on irrelevant keywords won’t matter because the people on that search aren’t your target audience. There are many keyword research tools available online to help you narrow down productive keywords. Know that you’ll be facing a lot of competition when you target high-volume keywords like “construction company” or “construction services”. Instead of trying to rank high on generic keywords, it’s more worthwhile to target long-tail keywords, especially ones with location words as these are less competitive and will lead you to people who are most likely to convert. Examples of good keywords to target are:
- Construction services in Carson Nevada
- Construction service Nevada
2. Website optimization
Optimizing your website gives site visitors a great user experience which increases the chances of conversion. There are many ways you can improve your website, but primarily, you need to focus on improving site loading speed, ensuring all links are properly directing, and adopting responsive design to adapt your website to any device.
Ensuring your site is stylish and functional contributes not only to your SEO efforts but to your reputation as a business.
3. Working with an SEO company
As much as you may want to save money, the truth is, you’ll get faster and better returns on your investment if you work with an expert. SEO is a challenging and time-consuming process. There are many SEO techniques available and if you’ve never implemented an SEO strategy before, you’ll need to do trial-and-error to find which techniques are effective. An additional challenge arises when you learn that SEO takes months to a year to produce tangible results. Construction SEO companies have all the necessary talent to jumpstart your SEO efforts, from SEO analysts to web developers. These companies also have ample experience working with people from your industry, so instead of wasting time trying and testing different SEO techniques, you can get a foolproof SEO strategy already suited for your business.
The success of your construction company in 2021 hinges on your ability to market yourself online. Listen to experts and invest in your digital marketing strategies to keep your business afloat during the economic slump. Prioritize giving online users an informative, engaging, and streamlined experience so they’ll be easier to convert.
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