There is no such thing as a great construction website – or any website for that matter – without quality content. However what sets lead-generation websites apart from the rest, is their ability to attract target visitors by supplying a range of content that engages, educates, builds trust and provides solutions.
Our infographic below is a great example of how content is the sole driver of engagement, with your construction products website sitting at the heart of the strategy.
This version of the traditional ‘push and pull strategy‘ focuses on website content as the ‘pull driver’ and promotional activity as the ‘push driver’. The ‘pull technique’ includes all website content, such as video, CAD files, a case study or a campaign landing page. These are ways of getting the customer to visit your construction products website, and it is this type of content that is crucial to success simply by being present in its own right.
However in order to optimise this content, the ‘push technique’ generates further outreach by using promotional tactics to push prospects towards your website. This may be an email campaign, editorial related advertising or social media activity, which will generate higher levels of quality-led traffic to your website.
You can read more about the push and pull strategy in another blog post .
For now however we’ll focus on the type of content that needs to sit on your website – the ‘pull’ content, as this will form a crucial part of the website development stage.
Blog Posts
Short blogs are engaging and digestible. On a weekly basis align the content you produce with popular on-site search terms.
What are your construction audience searching for that you can be answering? Offer specification considerations or give advice as to how a new legislation may affect their product choice. Provide installation guidance or the benefits of a particular service.
Regular blogging will provide you with content to distribute across your social platforms, whilst improving your keyword rankings within search.
Case studies
Anyone can say that they’re the ‘leading UK manufacturer’ or ‘technical experts’ but can they actually prove it?
Present a range of projects you’ve worked on, accompanied with quality, high-res images, to demonstrate your industry skills and expertise. Focus on the challenge that was presented, how your product provided a solution and any additional benefits it brought to the project.
Architects will want to know as much technical detail as possible whilst being inspired.
Want to find out more about creating ‘killer case studies’? View our blog post here.
Ebooks/whitepapers
These are an instant credibility builder and are used as a proven lead generation technique to attain email addresses and customer information, from a campaign landing page.
Whitepapers allow you to create more high-level technical content on a specific topic, such as the latest changes to building regulations, and are very appealing to specification audiences.
The whitepaper eBook below covers the process of creating, promoting and following up effective white paper campaigns.
Videos
Video provides a great way to repurpose existing case study and blog content in a more engaging format. Try a simple interview-style video with an architect or contractor who worked to specify your product for a job on-site.
A great example is a case study by Glazing Vision, where SOUP architects supplied a video detailing the reasons as to why Glazing Vision’s bespoke rooflight was specified, as well as their thoughts on the project as a whole.
You can view the video here.
Product pages
Keep product pages clear and concise.
What is it and what purpose does it serve?
What are the advantages?
What is the unique selling point?
What next step do you want them to take?
Find out more about creating effective product pages in our blog post.
The Content Marketing Process, if done well, leads to improved brand awareness, better user experience on site, heightened customer engagement and ultimately, good quality leads.
For every piece of website content created, always refer back to the following:
- Why is it being created?
- What purpose does it serve?
- Who is the target audience?
- Am I educating or hard-selling?
- What next step do I want them to make?
For more information on what to consider when implementing a lead-generation website for your construction business, download our brand new eBook.
Hi Kayley
Short blogs are very much a ‘bone of contention’ here at Supreme Landscaping Products.
I like to blog on a weekly basis, however, I’m told to spend less time blogging despite a very significant rise in website traffic, improved website sales and improved Page Ranking.
What do you consider a short blog? I’m told that any post worth considering should be around 1000 words.
Thoughts please.
Thanks
Peter
Hi Peter,
A combination of both short and long-form blog posts are key to a successful content strategy – I’d say a long blog post is typically around 800-1000 words and a short post 4-500. Short posts are great for both targeting keywords in search, as well as to increase your chances of appearing within the ‘google knowledge box’ – this is especially suited to those ‘FAQ’ style blog posts that people are searching for. Shorter posts are also great for capturing the attention of the reader. With long-form blog posts, people typically skim-read the content, which is why it’s so important to include clear call-to-actions throughout rather than just at the end of the article.
Hope this helps.
Thanks,
Kayley