4 website mistakes costing you construction leads

You never know what lead could transform your construction business, so it’s important to make sure you’re not missing out on any due to basic mistakes

Here are four common website mistakes which are costing construction businesses leads every day…

1 – Vague service descriptions

This is absolutely basic, but are you 100% sure it’s clear what services you offer? People need to know exactly what you do, and so do search engines.

Are you “speeding up site synergy” or are you providing a site management software solution which automates admin tasks between site and office staff?
Are you “engineering the next industrial revolution” or are you designing and building electricity networks?
Are you “enabling greener construction” or are you providing modular timber housing?

The bits in quotation marks are fine, but as an add-on when it is already clear what you do at a glance.

For example, I work quickly and accurately. I can speed up your marketing production and bring new ideas to the table. You don’t need to train me on the sector and can trust me to get on with things autonomously.

But what I advertise myself as first is a freelance construction sector copywriter, or an experienced technical copywriter for construction companies, or a construction marketing freelancer.

Do the basics, then add on the rest.

You would be amazed at how many construction sector (and adjacent) firms overcomplicate the basics of their sales pitch.

2 – Weak CTAs

Again, it’s about telling people what they want to know and what you want them to do clearly. There’s no point having a good website if your CTAs are ambiguous.

Keep it simple:

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Give clear instructions and you will be rewarded for it. Make people jump through hoops and they will click away.

3 – Be clear and honest about your location and areas of work

There’s nothing more annoying than finding what looks like a perfect service only to discover it’s nowhere near you.

Be open and honest about where you operate. There is SEO value in pretending you cover everywhere in the country, but if you don’t you’ll end up losing trust and people won’t come back after the initial enquiry.

Focus on dominating search terms and developing authority in your key business areas with targeted pages and keywords specific to each. For example:

If you need help determining the best way to do this for your construction company, contact me today for a free consultation.

4 – Jargon without context

Construction is a jargon-heavy industry, it’s unavoidable. But there’s ways to do it and ways not to. Most important is to provide context. It’s a technical industry and you can assume a level of knowledge safely, but you need to give people something.

A long list of assorted ISOs, British Standards, u-values and all the rest is fine but people need to know how it applies to your products or services.

This is especially true as the sector gets further into its digital transformation. There is suddenly a whole new layer of jargon which people might not be as familiar with. There’s no point just writing “we have a vast data lake” – you will need to tell people what that means, and why it’s a positive for them. Crucially, why they should pay for it.

It’s the same theme as the rest of the items in this article – make it easy for people on your construction website and you are more likely to get those all important new leads.

Want an audit for your construction website?

I’m an experienced copywriter and marketer with 15 years of experience in the construction industry. If your website isn’t working and you’re not sure why, I can offer pointers and advice to get it on track.

Contact me today to get started on your construction website audit.