For our latest installment of Wednesday Website Wisdom, we’re dispensing tips for optimizing a commercial construction/architecture website. As top construction and architecture web developers in Charleston, we pride ourselves on how well we know this industry in the Lowcountry and throughout the US.
As anyone in this business is well aware, the top priority for a commercial construction/architecture firm’s website is not to increase organic traffic, but to optimize the experience of the visitors who are checking out your site (typically via referral).
In other words, our focus here is more about what to do once the fish (potential client) is on the hook (your site), as opposed to how to get them on the hook in the first place.
Before we dive into everything you need to know, take a look at a few recent editions of Wednesday Website Wisdom:
Now, without further ado, let’s get to the keys to maximizing your chance of converting site visitors into satisfied clients.
Your industry is not the only one where showing your work is pivotal, but it’s especially important — if not more important — in this one. There’s no such thing as overdoing it when it comes to highlighting your previous work. So, if it’s not already in your typical closeout procedure, be sure to compile professional photographs of each project you’ve completed, and be sure to display those front-and-center, in as much detail as possible. Unfortunately, as good as the iPhone 17’s camera is (my wife just got one), you should still hire a professional photographer to ensure the best quality. Trust us: Your marketing team will thank you!
One technical suggestion to ensure the best possible user experience: make your photo galleries easy to navigate and mobile-friendly. A “portfolio” (or otherwise aptly named) landing page highlighting each project you want to showcase is a must, and an interface that facilitates navigating each of these is also crucial. Be sure to include captions describing each photo, as well as “breadcrumbs” allowing your customers to easily move back-and-forth between each specific project’s details page and the main “portfolio” landing page.
This is another piece of wisdom that we regularly find ourselves sharing across a number of industries (and not just on Wednesdays). We repeat it so often not only because of its importance, but because of how many companies shy away from letting customers get to know them via their website. So, beef up those bios! Each member of your leadership team should have a page featuring a high-quality headshot and a bio that includes information about not only their professional credentials, but who they are and what their interests are outside of work. You might be amazed by how often you’ll hear from clients whose interest was piqued by a hobby they share or personal touch that resonated with them.
And if you haven’t already, be sure to create an easy-to-find “About Us” page telling your company’s story. This is where you can explain what makes you unique, how your company has grown and evolved over time, and what your vision, values, and mission are going forward. Articulating the unique culture of not only your company, but also your staff, will pay dividends from a marketing perspective. As the saying goes: “People want to do business with people.”
No one gets far in construction or architecture without a big hand from their trusted partner companies. Whether it’s a landscape architect or an interior design firm that regularly helps you complete your work, don’t be shy about naming them and telling potential clients why you keep coming back to them. Back-linking to your partners will help their own websites, and this can be a great way to increase their exposure. And they hopefully will return the favor for you! Online networking by shouting out partners and providing links to their sites should not be limited to social media, and doing so on the website is a quick and easy way to do you and your partners a huge favor.
Like we said at the top, most visitors landing on your site arrive with a general idea of what you offer. But in a crowded (and, crucially, segmented) industry, it’s imperative to have a “Services” page that spells out in great detail exactly what you provide. Within that “Services” page, we also recommend dedicated pages for each service. The more specific you are in your explanation of everything your company can do, the more it will resonate with your current and potential clients that are reading on the website.
Be sure to get as many pairs of eyes as possible on your copy to ensure that A) everything you can do for clients is included on your “Services” page and B) it’s all crystal-clear. Nuanced, detailed descriptions can be hard to lay out with clarity, so this is something worth as much of your time and effort as it takes to get right. Speaking of clarity: to be extra sure that you’ll end up in touch with leads that are good fits, it is a good idea to let it be known what you do not do. While this may seem counterintuitive, qualifying this up front helps answer crucial FAQs about your business in an early phase (for leads) or a working phase (for your customers), saving you time.
Showing off your work — as discussed in the first item on this list — is great. But when it comes to proving the level of quality and customer satisfaction that you deliver, it’s more effective to let someone else vouch for — and/or brag on (whatever you want to call it) — your business.
Testimonials always resonate, and we’ve found that short videos of clients singing your praises are even more effective than written reviews. Other recommended forms of client testimonials include Google Business Reviews. We typically install a live feed of positive GBP reviews within a site so that customers immediately understand you’re a credible source with an established foundation of great work. Another proven way to flex your credibility is to list the industry certifications and awards you’ve received over the years.
Few things can make you stand out from the competition better than prominently displayed evidence of your track record. You’ve probably heard some version of “Show, don’t tell” ad nauseam, but hopefully, these examples will help you understand how to make this happen. And given the high price-points this industry commands for projects, we would argue that “ad nauseam” does not equal “excessive”!
Our first five tips work for everyone in this space, but we want to wrap up by reminding you about all the specific things you should consider that are unique to your site, and your site alone.
For example, spell out everything you want customers to know about your approach process, RFP process, and how you work with your subcontractors for your web developers to think through. And yes, this can and should still be done with information that is proprietary. Fortunately, it is simple to make this info private on a platform like WordPress by requiring a login for access. Think of what you’re creating as customer or subcontractor “portals.” These pages should have the key forms, processes, workflows and other information that you’re constantly being called or emailed about.
Quick, easy online access to all the necessary paperwork = less of your team’s precious time spent answering questions and delivering said documents.
Overall, you want your site to answer each FAQ for not only prospective clients, partners, and subcontractors, but also your current partners and clients. And if a “portal” isn’t completely applicable to your business, adding an “Our Approach” page can often be a good way to provide some clarity, confidence, and public trust in your process.
That’s all we’ve got for today, but we’re just a click away if you have any questions about how we can help. We’re proud to be a leader in the website and marketing space for our construction and architecture customers in Charleston, the Lowcountry, and all over the United States. Thanks for reading, and we look forward to hearing from you!
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