Due to the competitive nature of the construction and engineering industries, it's more important than ever that your company has an effective website. A well-designed website will help you:
Attract Better People To Retain Them Longer
Reduce employee churn by attracting better candidates
Build Credibility and Authority
Increase Engagement with Your Audience
Keep reading to find out the latest developments in construction and engineering websites and what you need to know to stand out from the competition.
1. Audience-Focused Content
It is more important for your construction or engineering business website to focus on the problems or interests of your audience, rather than just being an online resume for your business with all your projects listed out.
Content that directly addresses your audience’s problems is more likely to be shared by visitors as they find it engaging and useful. It also increases your chances of successfully converting prospects who are searching for solutions to their problems in search engines like Google.
So how do you know what content to include on your website? Personas is the answer. Having accurate Persona profiles and Buyers Journey information will directly list what is important to your audience so you can add it to your website. This is what makes an Amazing Website stand out from the rest.
What Are Personas?
They are “semi-fictional representations of your ideal customers based on data and research”. They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across your organization (from marketing to sales to service).
Why Do You Need Personas?
When you have accurate personas created for your business, you’ll be able to attract high-value visitors, leads, and customers to your business who you’ll be more likely to retain over time. ( Hubspot article link – click here )
More specifically, having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow-up, and really anything that relates to customer acquisition and retention.
Here is an example of one of our Personas we use for The Best Media. We created Personas so we clearly understand what types of users are visiting our website and what truly matters to them.
Construction Marketing Executive Persona Example:
2. IP Lookup
IP Lookup allows people to retrieve geolocation information so they can provide solutions that are the most relevant to their customers.
From a design perspective, one of the coolest features is how IP Lookup allows users to customize content. For example, if a reader in Houston visits the website, they will see different content than someone who visits from Atlanta. This type of personalization is great for any construction or engineering firm with multiple offices or projects throughout the country!
For construction and engineering, this is a great way to showcase completed projects that are geographically near the user’s location. This is one of the most popular applications of this technology and serves well to provide a great user experience.
Another example is using IP Lookup to display the most relevant contact information for users, so they don’t need to search endlessly for the right office to contact.
3. Smart Content
Smart content is a term in marketing that refers to the ability to display different content to different audiences, depending on their specific characteristics. For example, if you’re running a business that operates in multiple cities, you could use smart content to display a city-specific phone number or address and directions using Google Maps links.
While IP Lookup can be incredibly useful when creating smart content, that’s not all there is to it. The most important thing is to make sure that smart content is personalized, engaging, and highly effective when it comes to converting leads.
4. Performance Metrics
Businesses often ask us how they can measure the success of their website. There are many ways to do this, the most common of which is to take a look at performance metrics: specifically time on page, number of pages per session, and bounce rate.
Engaging blogs and content perform better in these measures than project pages. As an example, let’s say that your homepage contains your blogs, whereas clicking on “Projects” brings the user to a gallery with pictures from various past projects you’ve worked on.
The latter will likely have a higher average bounce rate with less time spent per page view, and fewer pages visited per session than the former (where people scroll through the engaging blog).
The construction sector is no stranger to rapid change, and although the internet has become a driving force for innovation, there are still many challenges ahead.
To make it easier for your target audience to find you online, it’s best to start by measuring their needs from the ground up. If you’re not sure how to get started, reach out to The Best Media! Get in touch with us for a free consultation today.