Before we get started with our website content, it is a good idea to understand our target market, the group of customers that we bring the most value to.
When identifying our target market we need to first understand the common attributes of customers within our target market. For example, in the construction industry our target market could include customers of certain age, income, lifestyle, taste etc.
The greater our understanding of our target market the more value we can bring to our customer, and the easier it is to market to them.
For customers in our target market to buy our products or services they must properly understand the value we bring them. They must understand our Unique Value Proposition (UVP)
A UVP is a clear statement that explains the benefits of our products and services, how it solves their problems, and what makes us different from everybody else. In the construction industry What makes us different could be price, experience, quality workmanship and or customer service.
Really pinpointing our UVP will go a long way in determining our content on the website and the benefits we offer customers.
People don't buy features they benefits good to understand what the specifics of what you offer the customer and what is in it for them.
For example, in the construction service benefits could be price, quality, speed, and friendly service. When determining our benefits it is likely a good idea to write out a list of our service features and the corresponding benefit. For example, in construction a service benefit could be quality workmanship, and the corresponding benefit would be the peace of mind that the job is well done.
Understanding our target market and the benefits we offer them, will help us create value propositions, bullet points, project descriptions and blog articles that communicate these benefits and sell our services.
Trust signals such as years in service, warranties, guarantees, industry organization memberships, and reviews are good ways to promote your business. All these trust signals take the risk out of hiring you and place trust in your business.
Have one web page per each major service is a good idea because:
Don't be shy with service pages. The more services pages we have the greater chances we have for ranking for that particular service.
Not everybody is going to come to your website and come and social media account and come back. you need to get their contact info.
Having a Call to Actions (cta) like a button, a form, or a popup can be vital to get potential customers contact information. The purpose of cta's would be to get visitors to signup for our newsletter, or fill out a contact form.
Displaying cta's that communicate your benefits and entice urgent action will take your marketing to a new level.
Projects information such as project description, videos and photos are a necessity to a construction website. Nothing is going to sell your work like actually seeing your work. Don't forget to sell benefits in your project description: What is the problem, why did the homeowner start the project, what were benefits he or she was hoping for.
People are on Google searching for answers to questions. They will ask in person so why not put in writing in the form of a blog article. Besides people are going to search their for their question on the internet. Who knows they might find your article and contact you. Also, blog articles allow rank for longtail keywords, leading to more page visits from Google.
49% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. As a result it is a good idea to reviews, particularly Google reviews which can be quite beneficial for search engine optimization.
