Feb 15, 2019
This Podcast Is Episode Number 0302, And
It Will Be About The Top 5 Online Marketing Trends In 2019 With
Actionable Tips For Contractors
Whether someone found you via a referral, a word of mouth, or
through the search engine results page, chances are not all of them
will contact you instantly. Most likely, people will check and do
an online research of your credentials and company’s credibility.
That is what your website is for. Why should a browser choose your
plumbing company? Can the site visitor afford your
services? What are their options? It could be as simple as someone
looking for faucet repairs and you only do brand new installations.
Not only will your website provide essential details about your
business, but it can also screen clients for you based on the
information you provided. Serves both ways, right?
You probably spend most of your working hours at the
construction site but understand that your prospective clients (and
former ones) are spending their time on your business site. Your
online presence makes you a trusted source and a reliable expert
that they can go to and come back to all the time.
Make Google love you by creating a cohesive website with
high-quality pages and show your website visitors why you do what
you do so they will hire your services by implementing these 12
crucial elements to your website.
1. Responsive
I take it some of you are reading this blog post from a
smartphone or a tablet right now. According to Statista, mobile currently
accounts for more than half of all global pages served in 2018.
Simply put, your website needs to adapt and respond to its
environment (desktop, laptop, tablet, or smartphone) to give your
visitor the best browsing experience.
2. A Compelling Landing Page
Selling your services to homeowners involves art and creativity.
Words are powerful and visuals are captivating, fused them together
to make a fascinating page that will attract the right audience.
I’ll take you back to the “grunt test”: Donald Miller, founder
of StoryBrand, has an easy and powerful way of
evaluating your website. As a rule, upon visiting your site, one
should understand what you offer within five seconds. Does your
website pass the "Grunt Test" (Assuming a caveman were to open a
laptop, look at your site for 5 seconds, and close the laptop, will
it be able to “grunt” what is your website about?) With just a
quick glance at your homepage, can your visitor answer these
three questions:
- What is it that you offer?
- How will it make my life better?
- What do I need to do to buy your product/hire your
services?
3. An Obvious Call-to-Action (CTA)
(fictional company
and sample website homepage)
A Call-to-Action is a term used in online marketing and selling.
CTAs are strong command verbs that prompt your visitor to take a
desired action. Using bright, bold colors, direct your prospective
client to click this feature button: such as “hire me”, “call for
pricing”, “subscribe now”, “schedule a meeting”, or “ask for a
quote”. Determine your purpose, have an end goal for each CTA, keep
it simple and always be clear. Already implementing CTAs on your
site? Test different action words and track your results. Compare
which works better. Be sure to place your CTA above the fold for
better visibility.
4. Contact Details
A well-placed contact info will prompt the browser to get in
touch with you. Make your phone number a clickable link that opens
a dial dialog on smartphones and mobile devices, do the same thing
with your email address. Do you have a “Contact Us” page? Include
Business Address, Service Hours, and Service Location. (If you have
an office where clients can come and meet you, a map is useful). A
Contact Form with a redirect Thank You page is another worthy
function when you have premade questions for your prospective
clients (price quotes, flooring options, etc.). Offering multiple
ways to contact you demonstrate you’re accessible and personable,
not to mention the convenience it brings to your website
visitors.
5. An About Page
This is a clear description of who you are, what your business
is, how long have you been in the business, etc. This is helpful
for clients to know more about your background and for Google to
know who is responsible for the website. People want to feel they
have an actual connection to your brand, so tell your backstory and
be authentic. Engage your reader by letting them know why you do
what you do. Remember to use a CTA at the end of your narrative
leading to your services or project gallery.
6. Services
Give a brief overview of the work you are providing and that you
have obtained licensing and other necessary permit to implement it.
If you have a list of services, be clear and specific by
creating headings and including a photo for every service. Create a
buyer persona and write as if you’re talking to one individual and
highlight the advantages of why they should hire you.
7. Client Testimonials
Build your reputation by showing off your satisfied client’s
recommendations and affirmative reviews. Plus-points if you could
post their photo and title along with their statement. This will
wow your visitors since you have credible professional references
who endorse your work.
8. Portfolio/Photos
Large, clean, high-resolution images of your finished projects
would be greatly appreciated by your potential clients. Showcase
your work and feature your best before and after photos for site
visitors to picture similar renovations in their own home.
9. Quality Content
Think of Article Resources, Tutorials, Tips, or even a Blog
(with author byline). In the world of marketing and sales, “Facts
tell but stories sell”. Capture your reader’s attention by sharing
your expertise and helping them solve their “pain points”. Consider
your past clients and what they’ve been through before hiring you.
Take note of their questions, concerns, and biggest issues while
you’re working on a project for them - these could make up for a
wealth of information for your future clients and website visitors.
Be casual, conversational, and emphatic. This humanizes your
company and builds a relationship with your audience.
10. Frequently Asked Questions (FAQ)
I’m assuming you can’t be answering phone calls and emails 24/7.
By providing a compilation page of commonly asked questions, you’re
establishing support and eliminating your browser’s anxiety that
your Services page doesn’t fully cover. It can answer
questions such as "Do you have insurance?" and "Do you offer
warranty for your roofing work?". Being one step ahead of your
prospective client’s “What if”, “How do I”, or “When can I”
demonstrates you’re looking out for their best interest and shows
them how well you care.
11. HTTPS (Hypertext Transfer Protocol
Secure)
Browsers expect a secure and private online experience when
using a website. Google encourages you to
adopt HTTPS in order to protect your visitors’ connections to your
website, regardless of the content of the site. Since security is a
top priority for Google, it also uses HTTPS as a ranking signal. Websites that
use HTTPS are likely to rank better in SERPs (Search Engine Results
Pages) over the sites with unsecured version (HTTP).
12. SEO (Search Engine Optimization)
Google makes hundreds of algorithm changes per year, last August
they made a core update on how they calculate the ranking of
websites on their SERPs (a key to creating relevant content is
found here). Appearing on the top 3
results would be great but how do you achieve it without knowing
the technical side of it? Easy! To enhance the search quality,
Google made emphasis on a high level of expertise,
authoritativeness, and trustworthiness (E-A-T). That is great news
for you since you're already in an industry-specific niche.
Optimize your site’s E-A-T by simply implementing items 1 to
11.
As you build and/or edit your pages, keep in mind your USP
(Unique Selling Proposition): What your business does, whom it
serves, why it’s different from other businesses, and how it is
beneficial to your prospective client. Note that some of these
elements can be placed into sections and published in one page, for
instance, Services and Testimonials can go well together. It gives
your visitors much-needed assurance that you have successful
projects and happy clients in the past. Don't forget to include
your Awards and Recognition (if you have any) and place it
strategically. Add value to your website footer by including your
contact details, policies, and other important links. Make sure to
include appropriate CTAs throughout your site so your prospective
client can take the necessary steps and of course, hire your
services.
In conclusion:
These 12 crucial elements along with the design, look and feel
of your website contribute to your professional online presence -
it puts you ahead of your competition, builds your authority,
and brings more income-generating clients to your contracting
business.
Need Help Now?
Call Sharie 206-361-3950
Thank you for stopping by. Please know that we do care about
you and your construction company regardless of whether you
hire our services or not. For help with your accounting and
bookkeeping needs please fill out the form on the right and we'll
be in touch with you shortly.
About The Author:
Norhalma
Verzosa is a Certified
Construction Marketing Professional and works as the
Webmaster of Fast Easy Accounting located in Lynnwood, WA. She
has a Bachelor's Degree in Psychology and a Certified Internet Web
Professional with a Site Development Associate, Google AdWords
Search Advertising, and HubSpot Academy certifications. She manages
the entire web presence of Fast Easy Accounting using a variety of
SAAS tools including Hubspot, InfusionSoft, Shopify, and
WordPress.
We are here to Help “A Little or A Lot” depending on your
needs.
I trust this podcast helps you understand that outsourcing your
contractor's bookkeeping services to us is about more than just
“doing the bookkeeping”; it is about taking a holistic approach to
your entire construction company and helping support you as a
contractor and as a person.
We Remove Contractor's Unique Paperwork
Frustrations
We understand the good, bad and the ugly about owning and
operating construction companies because we have had several of
them and we sincerely care about you and your construction
company!
That is all I have for now, and if you have listened to this far
please do me the honor of commenting and rating the Podcast
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Tell me what you liked, did not like, tell it as you see it because
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This Is One more example of how Fast Easy
Accounting is helping construction company owners across
the USA including Alaska and Hawaii put more money in the bank to
operate and grow your construction company. Construction accounting
is not rocket science; it is a lot harder than that, and a lot more
valuable to construction contractors like you so stop missing out
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Contractor Bookkeeping Done For You!
Thinking About Outsourcing Your Contractors Bookkeeping
Services?
Click On The Link Below:
www.FastEasyAccounting.com/hs
This guide will help you learn what to look for in outsourced
construction accounting.
Need Help Now?
Call Sharie 206-361-3950
sharie@fasteasyaccounting.com
Thank you very much, and I hope you understand we do care about
you and all contractors regardless of whether or not you ever hire
our services.
Bye for now until our next episode here on the Contractors Success
MAP Podcast.
Our Workflow Removes Your Paperwork Frustrations
For Contractors Who Prefer
To Do Your Bookkeeping
Most Contractors Setup QuickBooks Or Xero Online
Accounting Using:
#1 EZ Step Interview inside QuickBooks Setup
#2 Asked Their Tax Accountant To Setup QuickBooks
#3 They Attended A How To Setup QuickBooks Class Or Seminar
And QuickBooks Does Not Work The Way They Want It
Too!
The Answer:
Short List Of Construction Contractors We
Serve
Additional QuickBooks Templates, Resources, And
Services
QuickBooks Set Up
TemplatesSolopreneurQuickBooks Chart Of
AccountsFree StuffQuickBooks Item Lists
TemplatesConsulting
We Serve Over 100 Types Of Contractors So If Your Type Of
Company Is Not Listed
Please Do Not Be Concerned Because If You Are A
Contractor
There Is A Good Chance We Can Help You!
Additional QuickBooks Templates, Resources, And
Services
QuickBooks Set Up
Templates Solopreneur
QuickBooks Chart Of Accounts
Free Stuff
QuickBooks Item Lists Templates
Consulting
We Serve Over 100 Types Of Contractors So If Your
Type Of Company Is Not Listed
Please Do Not Be Concerned Because If You Are A
Contractor
There Is A Good Chance We Can Help You!
If you are a blogger, who writes about construction
we would like to hear from you.
