As a contractor, marketing your business to potential clients is one of your most important activities. Without clients, you can’t provide your service and generate an income, so it’s crucial to take advantage of all the marketing channels you have available.
To find the most effective marketing method, it is worth considering what people typically do when they have a problem – and the answer is they conduct an online search. This is why having the right construction SEO company is so important.
People search for businesses online instead of keeping contact details and ads on record, as it is more convenient. Users also know that the results Google shows them will be relevant in terms of location. They also know that Google will provide the highest-quality results that the search algorithm can find.
It is safe to say that most potential clients use online searches to find contractors in their area. Not only this, but 3 out of 4 people never get past the first three spots of Google’s search results pages. Therefore, if your website is not among the first few results on a search engine’s first page, you are losing out on traffic to your site. This means you are potentially losing customers and, ultimately, income.
Construction Organic Search Marketing (for General Contracting Companies)
Getting your construction company website to rank on the first page of Google and other search platforms should be one of your highest business priorities. Unlike conventional marketing that doesn’t offer any measurable results, SEO and digital construction marketing as a whole allows you to monitor and track your expenses to make sure you’re getting the most out of your marketing budget.
Fannit specializes in helping local, regional, and national firms with all parts of their construction marketing plan. If you’re looking for a reliable agency to help you build a wholesome marketing strategy that includes web design, social media management, and other elements that drive organic traffic to your construction site, let’s have a chat to find out how we can help.
What is Organic Search Marketing for Construction?
Since a search platform’s objective is to provide its users with relevant, high-quality search results, you should aim to improve your site so that search platforms regard it to be related to specific keywords. The process you use to increase your site’s ranking is called construction search engine optimization (SEO).
Construction SEO consists of several techniques to enhance the overall quality and relevance of the site for specific search terms. Optimization tactics fall into two categories, namely, on-page optimization and off-page optimization.
- On-page optimization is the foundation of your construction SEO and consists of improvements you make to your site’s content and HTML source code. Examples of on-site optimization include optimizing your website for mobile and creating high-quality content that focuses on specific keywords. Another example is improving your website’s load speed and navigation settings.
- Off-page SEO happens away from your website and includes activities like link building, social media marketing, and social bookmarking. While the site owner has less control over off-page optimization than on-page optimization, this category is crucial. It gives search engines an indication of how the world perceives your site.
We specialize in providing marketing to construction companies including, but not limited to specialties like:
- Home Services
- Junk Removal
- Tree Services
- Home Builder
Is Organic Search Marketing Effective in the Construction Industry?
Whether you provide construction services for residential, commercial, or industrial companies, there’s a strong chance your customers start their search on the internet. In addition to being convenient, potential customers can look at your online reviews and check out your website to see examples of your work.
Through General Contractor SEO, you can make sure that your users can find you through Google and that visitors have a positive experience when going to your site. Consumers look for a variety of things when browsing your site, including blogs, descriptions of your services, and contact information. With a solid construction marketing and SEO strategy, you can guarantee that they will have easy access to anything they’re looking for.
Benefits of Construction Organic Search Marketing
Construction SEO is beneficial to contractors for several reasons. The most significant is the low costs. Ranking organically on Google is completely free, unlike advertising campaigns. Construction SEO also increases your online visibility on places where prospective clients look for services while ensuring that they have your contact information available to reach out to you.
In addition to the above, some of the benefits of working with construction marketing experts include:
Better User Experience
One of the biggest benefits of a construction SEO marketing strategy is the improvement of user experience. Your website should be treated like our online storefront, and just like a physical shop, you want to keep it neat and tidy for when visitors come. Making sure that your site is visible on all devices, intuitive, and sound from a design perspective is essential to both SEO and good user experience.
Users generally trust Google to provide them with the most valuable results. A high ranking can help you establish trust and credibility in the eyes of prospective clients.
The best way to achieve long-lasting organic rankings is to use ethical SEO practices that gradually increase your position. This approach allows you to achieve top rankings and stay there, as long as you keep your site updated.
More Traffic and Leads Flowing Through Your Website
Since the first page of search results is the most effective source of traffic, a high ranking will also result in more clients and more income for your business. Having SEO as part of your construction marketing plan can help collect contact information about your clients through forms and other features on your site.
Our construction SEO and General Contractor digital marketing experts set up a nurturing campaign through email that helps prepare each prospect, which we then pass on to the sales department when the customer is ready to get in touch.
Improve Your Online Reputation
Social media and online review sites have empowered consumers to give their opinion about their local providers and that includes your construction business. Even if you haven’t opened an online account on any platform, it’s possible to have a bad online reputation. The good news is that SEO marketing ensures that all review sites, local listings, and other relevant platforms are updated and reflect the quality of your services.
Create Brand Awareness
Your construction business should have a company identity and a memorable brand that makes a good impression on your customers.
SEO and other construction marketing strategies can help amplify your branding efforts and make sure that clients recognize your brand whenever they see it. Keep in mind that your construction marketing plan should not only focus only on your logo and color scheme. Instead, it should showcase your team, highlight your business’ capacity, and use creative marketing ideas to increase engagement.
Establish Your Company as Thought Leader in the Construction Industry
Thought leaders are companies that seek to answer the most burning questions in the construction industry either through research or by applying their knowledge. These firms regularly release new blogs, whitepapers, ebooks, and other content that potential clients find valuable, thus establishing themselves as a knowledgeable source of information as well as construction services.
Better Understanding of Your Audience
The only way to create engaging content is to understand your audience. In order to create valuable construction marketing resources, you need to carefully study and analyze your customers and leads to determine what they have in common. This will allow you to make better marketing decisions and get more construction leads through your site.
Develop Structured Marketing and Sales Workflows
Developing marketing ideas is the fun part, but before a construction company gets to that stage, it needs a sound structure. As part of our marketing services, we create a structured approach that includes web design, social media management, email sequences, and numerous other elements that work in unison to attract more visitors.
Target Specific Audiences
A construction company’s ideal customers can come from different demographics, all of which have unique search and purchase patterns. Focusing on SEO can help target different audiences by designing content around their habits and interests. For instance, if you want to target residential remodeling and commercial flooring, we’ll design specific pages to attract new customers in these areas.
Establish a Consistent Approach for All Online Channels
If your business doesn’t have a consistent voice, branding, and approach through all channels, there’s a chance your potential customers won’t trust your company. Maintaining consistency throughout your business website, social media profiles, and company review sites will tell users that you’re actively investing resources into your image.
How to Build a Lead Generating Machine Through Organic Search Marketing
In addition to driving more traffic, the biggest challenge that businesses in the construction industry face is generating leads through their company website. This is one of the reasons why our marketing services aim to create intuitive pages that produce qualified leads for your sales department.
With the above in mind, creating a construction marketing plan takes time and you need to include creative marketing ideas such as SEO if you want to make a good impression on your audience. Some of the steps you’ll have to take include:
Understand Your Potential Customers
When creating a construction marketing plan, the first step should be to study your potential customers and create buyer personas. Clients in the construction industry come from a huge variety of different backgrounds and buyer personas help you understand how these potential customers think, which should give you different marketing ideas for your campaign.
Make Your Site Useful
If you have an outdated site with slow load times and features that don’t work properly, there’s a strong chance your visitors will hit the back button and move on to the next company. In case your website is not up to scratch, your construction marketing plan should include the development of a new site that includes a responsive design and functional features that visitors find valuable.
Transform Your Blog Into a Knowledge Fountain
Users looking for a new construction firm conduct extensive research before contacting any company. If these visitors find the information they’re looking for on your site, there’s a good chance they’ll get in touch and ask more questions. For this reason, having a comprehensive blog that’s full of useful information is crucial for the success of your construction marketing and SEO strategy.
Capture Information Through Contact Forms
Your new website design should feature contact forms and other tools that allow you to capture information from interested visitors. Contact forms can be extremely effective, but they need to be built properly to convince users to give up their information, especially in the construction industry. If you’re not sure what works best, a series of split tests will help determine the best approach, so this should also be included in your construction marketing scheme.
Build an Effective Sequence for Email Marketing
A good SEO marketing strategy should include an email marketing plan that starts nurturing new leads as soon as they enter your sales funnel. This is important because customers who are in the early stages of research may not be ready to buy, so approaching them may result in a negative experience.
Instead of sending the information to sales right away, we design a marketing email sequence that slowly ushers new leads through the buyer’s journey.
Invest Resources Into the Right Social Media Channels
It doesn’t matter if you already have multiple accounts or if you need to create new ones from scratch, companies in the construction industry have to have a strong social presence to succeed. Good SEO should include social profile management services that focus on distributing your content and replying to potential customers.
Emphasize Online Reviews
Reviews are extremely important to get new customers online. Imagine if you were looking for “marketing consulting UK” and found a review site. Which construction companies would you call, the ones with negative feedback or the ones with the best review scores?
Contact Fannit’s Construction Internet Marketing Team
If you are not familiar with online construction marketing, optimizing your site for search engines can be a daunting prospect. We can provide you with construction SEO marketing strategies that are specially formulated for your business.
Contact us today to learn how our construction marketing services can help you grow your business.