≡ Menu

contractors websiteI’ve written in the past about my preferred way to build your contractors website.

If you have the time and knowledge to get it done, I still prefer to build your site with WordPress and Bluehost. But I know that not everyone has the patience, time, or inclination to build their website with WordPress. So, if you are just getting started, or don’t have any knowledge about web design or the related technology, I have the solution for you.

Weebly is a drag and drop website builder that makes it very easy to make a contractors website.

Below there is a video of me setting up a new website from scratch in about 30 minutes total. In fact, the website I built in the video below (http://www.thetulsapainter) is now ranking on the second page of google for my preferred search terms. In less than a week google has recognized it. Amazing.

This is proof that you don’t need to spend a fortune to make an effective website for your construction company. With a few hours, and little effort, you can have a great looking website that can get the job done.

When you should use Weebly?

Of course, its not for everyone. The ideal candidate for this process is someone who needs to get their website up quickly. It is someone who has little experience with building website, and someone who wants to get their company presence online as quickly as possible.

If this sounds like you, please watch the following video.

Resources found in the video:

My New website http://www.TheTulsaPainter.com

My Prefered webhost:  Bluehost

Direct link to Weebly builder: Weebly. 

Subscribe to the show on iTunes. Get updates automatically when there is a new episode.

In this episode of the The Construction Marketing Pro Podcast, I answer your listener questions and discuss job-site proximity marketing

Links in this weeks episode:

www.MartyOnFacebook.com – Connect with me on Facebook
www.TheConstructionMarketingPro.com/bonus  Free 7 Part Video Series

Questions this week:

Q: 

I get a lot of customers asking me to itemize my bid when I meet with them.  Do you think this is a good idea? How should I deal with this when it comes up?

Q:

I’ve been thinking about utilizing Facebook ads to get more leads.  Are Facebook ads worth it?  Do you have any tips?

In this series about building a powerful and effective construction website, I’m going to talk about the services tab.

I’ve previously written an encompassing article that covers building your website and lists all the items you’ll need on a great contractors website.  If you want to see the overview click the following link. How to build a construction website in about 15 minutes.

Lets move on to the meat of this article.

Every contractors website needs to have a dedicated page that lists and outlines the services you provide.  You should have:

  • High Quality photos
  • Paragraph or two with an overview of your service area
  • Bullet list of the services that you provide
  • Links to service  sub-pages
  • Testimonials
  • Call to action

As you’ll see, you should include all of the standard page elements including the Call to Actions and the Client Testimonials.  But you’ll also include a bullet list of all the services that you provide. And the most important part is that the services page isn’t just one page.  You must have a separate webpage for each of the services that you provide.  I’ll explain why in a little bit.

The Goal of your Services Page

There are a few different goals that the services page fufils

To Inform and Educate:

The first goal that you should be using your services tab for is to educate your potential clients.  After the About us tab, the Services Tab is the most clicked on section of your website.  Your main goal is to let your clients know exactly what you do, and what you don’t do.

Like I’ve said before, be as detailed as you can because people like to learn as much about you as they can.  Make it clear exactly what you do.

To Give Google More Content to Index

The second goal of your services tab is to give google some more content to index.  This is the main reason you should put each of your services on a separate sub-page.  Remember, content is for your readers first, and Google second.  Make sure that the content is easily readable and full of useful information, not just packed full of keywords.

So lets look at some of the elements you need on your construction services page.

High Quality Photos

I can’t stress enough how important photographs are.  Make sure they are relevant to the page and look good.  If you don’t have a great camera or access to a photographer, it is okay to buy photos from places like Istockphoto.com (save 20% by clicking through this link).  Stock photography is perfectly acceptable on all marketing materials.

Paragraph or Two Describing the General Services that you Provide

Make it short and sweet.  You will be able to elaborate later on the sub-pages.  Just write a paragraph or two about what you do.

Bullet list of Services

After the written paragraph you’ll want to list out each service that you provide.  In my case, it looks something like this:

Interior Painting

 We are available for a number of interior painting projects, including:

– Wall Painting
– Trim Painting
– Ceiling Painting
– Kitchen Cabinet Painting
– Wallpaper Removal
– Drywall Patching
– Whole house repaints
– Partial repaints
– Floor Painting
– Apartment Painting
– Condo Painting

Exterior Painting

We are also available for all of your exterior house painting needs as well:

– Siding Painting
– Trim Painting
– Whole House Painting
– Deck Painting
– Deck Staining
– Deck Sealing
– Garage Painting
– Outbuilding Painting
– Floor and Stair Painting
– Concrete Painting
– Metal roof Painting

 Notice that the list is very detailed.  And each and every one of those bullet points will link to a new page.  The new page will outline that service in higher detail.  And that brings us to the next point.

Link to Service Sub-Pages 

Like I’ve been hinting at, you should create subpages for each of the services you provide.  Each subpage should have its own title and metadata written exactly for that specific service.  So if someone searches for “garage painter in Tulsa” you will have a better chance of coming up on the first page.

Testimonials and Call to Actions

I’ve covered this a lot in detail in the previous posts.  Here and Here. So I won’t bore you with the details.  Suffice to say, you need to put these on each and every page of your website.

To Review: The services page is super important on your construction website. Be as detailed as you can, and create sub-pages for each of your services.  And that is all you need to do.

The next article in this series will cover the Portfolio Page.

A couple of weeks ago, I wrote about exactly how to build your construction website.  I outlined the hosting (bluehost) and backend (wordpress) service that I use.  I also outlined the different elements that are needed in a construction website.  You can see all of the different sections that you need here.

Today I want to go over the About Us Tab.

As I’ve mentioned before, the about us tab is probably one of  the more important sections you can have on your contractor website.

After analyzing traffic data on my company websites, I’ve found that  about HALF of all website visitors check out the about us page first.  They land on your home page, then immediately go to the about us page.  This is why I say it is so important to get the about us page right.

It is really easy to get it wrong, and if used correctly, can be a powerful conversion tool, turning prospective clients into paying clients.  So lets get started.

Here are some elements that you should have on your about us page.

  • High quality photographs of you and your staff
  • Detailed history of your experience
  • Your company mission statement or goals
  • Profiles of your staff
  • Lots of good Testimonials
  • Calls to action scattered throughout.
  • Bonus – Video introduction

The psychology behind your construction company about us page.

There is a reason that the about us page is first thing people look at when they visit your website.  People want to know who you are and if they can trust you.  The whole purpose of the about us page is to build trust.    People like to buy from people that they know.  Let them get to know you.

The more information that you give to the client, the more likely they are to buy from you. You need to be detailed and lengthy.  You can’t just talk about your company either.  People want to know you personally, so tell your story.  You will sell more.

High Quality Photographs

By now you know that photographs cary a very high value when it comes to selling.  Let people see you and your guys.  Get a professional photo of yourself and your guys and put them all over this page.

Also include photos of your trucks, your family, and your previous jobs.  The more personal the better.

Put photos of your guys next to their profiles.  Put a photo of yourself right up top. The more photos you have, the better people feel about you. Think about it, if you are trying to hide who you are are signaling that you have something to hide and that you aren’t trustworthy.

Detailed History of your Experience. 

I don’t mean just your work experience either.  You need to write a lot about yourself.  Let the potential client get to know who you are. Write about where you were born, where you went to school, any big accomplishments that you have.  Write about the struggles you’ve had trying to run a business and the feelings of accomplishment you’ve had when overcoming those struggles.

The whole point is to be open and forthcoming, or at least appear that way. I’ll say it again.  People buy from people they trust.  Help them trust you.

Your Company Mission Statement and goals. 

In addition to the personal details you’ve included in your own personal history, write about your company history and goals.  Figure out your mission statement and goals.

Why are you in business?

What obstacles have you overcome in business?

Where do you plan to take the company in the future?

Once again, be as detailed as possible.  Don’t worry about being too long winded.  The more you write the better off you will be.

Profiles of your staff members

Write 1 paragraph bio’s of your workers and staff.  Let your potential clients see who will be working in their house.  Build up some trust between your clients and your employees.  Pro tip: don’t hire scumbags and you won’t have to worry about them looking bad your website.  If you can’t write about them on your site, you shouldn’t have them in your clients house.

Lots of Testimonials. 

I’ve written a lot before about testimonials.  5 Reasons you should be using testimonials.

Long story short, you must be using client reviews and testimonials on all of your marketing materials.  They are one of the most overlooked and most important thing you can do to build trust and get clients.

Put a testimonial between each of the sections of your about us page.  Two or Three should suffice.

Make sure to make them stand out with a different background color, or border, or text styling.  Not only will they help build trust and convert clients, they will help fill out the about us page.  Making it look longer and fuller will instill confidence in your clients.

Calls to Action 

Every single page in your website should have a call to action at the bottom.  You about us page should have two.  One at the bottom, and on in the middle.

Some people will be ready to schedule an estimate immediately, some will wait until the end of the page, and still others will need more convincing.  Make it as easy as possible for people to know what to do next.  If they person as read all the way down to the bottom of the page, they are primed to take the next step.

Place a call to action with your phone number and “book now” link in the middle and at the bottom of the page.  Also, at the bottom of the page put a link to your services page or your portfolio page.  It is the next natural step along your sales process.  Those who are not ready to call you should have something else to look at.

Video Introduction

This is for the advanced class.  If a written background story and some photographs are good.  Imagine how good a personal introduction video will be.  It will give your clients the chance to get to know you unlike anything else you can do.  The video should be short and to the point. One to Two minutes should do the trick.

Include everything mentioned earlier.

Introduce yourself, give a little history, tell them what your company is all about, and then ask them to call you.

But don’t skimp on this.  A bad video is worse than no video at all.  So spend some time working on it. Dress professionally and shot it on a good camera with good lighting.

To Recap, the About us page is one of the most important pages on your website and should not be excluded.  It helps build trust with your potential client, and trust sells.

Since you’ve read all the way to the end of this page it probably means you’ve found this information helpful.  And you are probably even ready to take the next step.  Fill out your info below and get instant access to my members only section.  You will get things like a “7 part video series” covering exactly how to get your website online fast and start getting leads right away.  You’ll also get updates about other members only material.  What are you waiting for, Sign up now.

Subscribe to the show on iTunes. Get updates automatically when there is a new episode.

In this episode of the The Construction Marketing Pro Podcast, I answer your listener questions, discuss choosing a domain name for your construction website, and update you on my construction company case study.

Links in this weeks episode:

www.MartyOnFacebook.com
www.TheConstructionMarketingPro.com/bonus
www.BoomerangCalendar.com
www.KansasCityCustomDecks.com

Your Questions. 

Q:
I am a year old start up doing pest control. My advertising is really on a budget because I refuse to skimp on the chemical. I make my own flyers. I use professionally made bandit signs, rent a table at the flea markets on weekends, I have a basic website and a facebook.

I am entertaining the idea of having one of those coroplast arrow signs made and actually spinning it myself at various locations around town on days when business is slow.

What do you think?

Q:
Lately I’ve been reading about how important it is to keep fresh content on your website. From what I understand, google loves it.

The thing is, I have been happy with my site,and I don’t want to mess with it too much. What I have done, is added a “recent projects” page. My intention is to keep the tab from now on. Every time I do a fair size, or interesting project I’ll change the text and add the pics from the new one.

Is this a good idea? or am I wasting my time.

Q:
I see a lot of contractors advertising stuff like,

“Our prices are very reasonable and we have our current economy in mind when pricing.”

Do contractors get a discount on food, fuel, rent, mortgage, tools, cell phone bills, clothing, vehicles, insurance, etc.. that I don’t know about?

I see many of these ads saying stuff like “recession prices”, “bad economy pricing” etc..

How do these contractors lower prices? I have bills to pay.

 

 

Contractor Website HomepageLast week I wrote a long article about your construction website.  In it I covered a step by step guide on how to build your website from scratch and a long list of things your website must have.

I wanted to start a new series going through these in detail.  I’ll start with the different sections of your website and then I’ll get to the smaller minutia that are important.

I’ll start with the Home Page.

Your Contractor Website Home Page.

So, Obviously every website should have a home page, and a construction website is no different.   Lets explore exactly what we should have on the home page.

  • Name, Number and Service area
  • Brief overview of your company and services
  • Call to action
  • Easy book now button
  • High quality photos of you and your services
  • Testimonials
  • Social Media icons (optional, but helpful)
  • Badges from professional associations and certifications. (option, but helpful)

Your Name, Number, and Service Area

I’m always surprised when I see the name of the company or the phone number left off.  However, I see it all the time.  And the service area is even more common.

This stuff isn’t just for the home page either.  It needs to be in the header of every single one of your pages. You must make it easy for potential clients to see exactly who you are, what you do, where you do it, and how to contact you, immediately.  If you’ve left this part off you are failing from the get go.  Just do it.

A Brief overview of your company and services.

Most people have a hard time coming up with content for the body of their home page. And it probably is the trickiest to come up with.  I coach people to write 1 paragraph to answer each of the following questions.

  • Who are you?  Be specific, include a little about your company and a little about the owner and workers
  • What Services do you provide? Just write a paragraph about what you do.  Easy enough
  • What sets you apart from your competetion? In other words, why should we hire you?

All you have to do is spend  little time thinking and writing and bam,  you’ve got the content for your home page.  And just after the content, you want the call to action.

A Call To Action

This can be as simple as “Call now”, or “Schedule now”.

It is even better if you give the prospect a reason to call.  A limited time offer, or special deal.

“Call before Jan 5th and get 10% off your project”
“Schedule a FREE estimate now and get 1 room painted free with you job.”

You get the idea.  Just make sure to include it.  It will increase your construction leads by a significant amount.

An Easy, Book Now Button.

I’ve talked about the importance of this before, but it is worth re-hashing.

There are some people in this world who would prefer to call you and book their estimate or proposal.  There are some people who would rather fill out a form online.  You want to make it easy for people, no matter their preference.

There is a very easy way to add a book now button your website.  Setster is a service that makes it easy to take appointments online.

When I added this service to my painting website, I saw leads jump up by about 30% immediately.  It is well worth the small investment to make it happen.

High Quality photos of your and your guys

Make sure you are included great photos.  Don’t use your cheap point and shoot camera.  Get a decent camera with good lenses to take photos.  If you don’t want to drop the money on a new camera, hire photographer to come out and shoot you and your guys in front of your truck and trailer.

Photos will do a couple of things, psychologically.

1. Will show the client that you know what you are doing, that you have experience in the field.  It may not be fully true, you may be just starting out, but that doesn’t matter.  If you have photos of you doing the service you are selling, it will convey confidence in you.

2. It will let the client get to know you as a person.  A client will almost always chose the contractor that they know the best.  Even they don’t really know you, all that matters is that they feel like they know you.  So add photos of yourself.  Do whatever it takes to make people feel like they know you.  It will pay off when it comes to landing construction jobs.

Testimonials

This day in age, most people know the power of client reviews and testimonials.  However, most contractors aren’t utilizing them to their full potential.  Its imperative that you have a page dedicated to testimonials, and I’ll write about that in a later post.  But you should also be putting them on all of your other pages, and even your offline marketing materials as well.

Intersperse a couple of testimonials in the actual content, between those 3 paragraphs I told you to write earlier.  2 or three will do.  And also put at least one in the sidebar of your website.

Make the testimonials stand out from the rest of the text. Change the color of the text, italicize, change the background color, indent the quote, put quotation marks around the testimonial.  Just make it stand out.

Social Media Icons

Social media icons are optional, I personally haven’t found that they do a whole lot.  If you have a lot of followers, they could convey social proof.  They also indicate that you are forward thinking.

What do you think? Have they worked for you?

Badges from Professional Associations and Certifications.

Is a painter by trade, there are a few of these that I use.  I use my EPA Lead Based Paint certification badge.   There are plenty of others.  Are you a member of the BBB? A Licensed contractor? A member of a professional association?  These badges aren’t strictly required, but they can convey confidence in your ability and your professionalism.

In the coming weeks I’ll be going over, in detail the other sections of your website.  Make sure to sign up for the mailing list to get the latest updates and special content that isn’t available to the public.