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Being present on the internet is important, even essential, for all companies regardless of their activity. Beyond being a boost to develop sales, an online presence also allows you to create a community, develop brand awareness, build trust, show examples, demonstrate transparency, etc. For construction industry players, it is becoming essential to be present, but also and above all to stand out online to attract and retain an increasingly connected clientele. Below are the steps and some tips needed to develop your online presence.
Step 1: Create an attractive and functional website
Having a user-friendly and visually appealing (at least modern) website is essential for any construction company that wants to improve its online visibility. It is the first point of contact with any potential customer.
Objective: to capture and retain the attention of the Internet user through intuitive navigation, adapted to mobile (75% of traffic in France is now on a mobile) and a design guaranteeing a fluid and pleasant user experience.
The content of the site must be clear and well structured, highlighting the company’s services, examples of achievements that showcase its expertise through quality visuals and customer testimonials to reassure the prospect.
Finally: make a contact form and/or the company’s contact details (telephone, e-mail) accessible from the home page to make it easier for Internet users to get in touch.
Similarly, offering a form or even a dedicated tool to make online quotes simplifies the process for potential customers and increases the chances of conversion. If necessary, you can draw inspiration from a template for quote suitable for the construction sector.
*Source: Médiamétrie.
Step 2: Optimize your SEO on Google
The visibility of a company on the web necessarily involves the implementation of good practices for natural referencing (or “SEO”). The objective is to appear at the top of search results and thus make yourself visible to Internet users.
The presentation of an SEO strategy from A to Z would deserve a dedicated article, nevertheless here are the essential steps to put in place as soon as the company website is created:
– Optimize the technical base of the site using specialized extensions: cache management, reduction of image weight, reduction of code size
Optimize site load times using tools like PageSpeed Insights or GT Metrix
Conduct a keyword study to understand how the company’s target searches for services on Google and integrate these keywords into the site
Regularly publish quality content in the form of blog articles, practical guides or case studies to enrich the site and meet visitors’ expectations
Optimize the HTML structure of the site: title tags (title, H1, H2), image titles
And because the target of a construction company is often local, it can be very useful to create a Google establishment profile. The latter allows you to improve the visibility of the company with a local clientele, through a description of its services and photos.
Step 3: Use social media to promote your business
Social networks play a major role in promoting construction companies for whom digital technology is increasingly part of everyday life, as evidenced by the 2022 CAPEB & Batiactu Barometer.
They allow you to create direct interaction with prospects and communicate about the services offered.
Each social network has its own particularities and must be approached in a specific way. On Facebook, creating a professional page allows you to share news, photos of achievements and customer testimonials quickly and easily.
Instagram, for its part, is ideal for sharing photos and videos of construction sites in progress, with stories offering a more personal and engaging approach.
LinkedIn is particularly relevant for B2B, allowing you to publish in-depth articles on innovations in the construction industry, case studies and to join professional groups to expand your network.
Creating content on a regular basis and interacting with subscribers on these different platforms helps to strengthen customer relationships and increase company awareness.
Content marketing strategies adapted to construction
Whatever the communication channel used (website or social networks), content marketing is a tremendously effective strategy for developing your online visibility.
As a craftsman or construction company, you can test and juggle between these different formats:
Blogs and Feature Articles : to address various topics such as new construction techniques, innovations in materials or current regulations. These contents must be well documented and offer relevant information for readers.
Practical guides : to produce informative content on subjects that affect the company’s target audience, such as the maintenance of certain equipment, administrative procedures for building permits, tips for choosing the right materials, etc. This content reinforces the company’s image and positions it as an expert in its sector.
Case studies and customer testimonials : to present successful projects and include testimonials from satisfied customers, with before and after photos. This helps demonstrate the company’s skills and know-how while reassuring future customers.
Infographics and visuals : to summarize complex information in a visual and easily understandable way. This can be statistics related to the construction sector, advice/best practices, equipment comparisons, etc.
To improve their online visibility, construction industry players must use all the levers at their disposal: creating a website, optimizing SEO on Google, using social networks, creating content. Companies that follow this advice will be able to truly seize the opportunities offered by the digital transition and position themselves sustainably as leaders in their field.
For other advice related to creating your business in the construction industry, do not hesitate to consult our article dedicated to cost reduction.
Source: www.e-marketing.fr
