This post outlines one of the key areas we should consider when planning a new website.
As well providing great practical advice at the early stages of your web build project this post also identifies areas of opportunity for ‘Search’ even before your website is built.
A sitemap is visual representation of the structure of your website. It shows all of your website pages and the hierarchy of these pages.
Its important to understand this structure up front in order to get a birds eye view of your site and to make sure that all the topics you want to cover are included.
Building a sitemap should be pretty simple process yet there are plenty of pitfalls to avoid.
Getting your sitemap right, before you start the build, is vital to the success of your new product manufacturer website.
The Pauley Creative philosophy on digital marketing strategy is, put simply, that your website should be at the heart of every tactical marketing channel you employ.
We’ve recently been privileged enough to build a number of complex websites for building product manufacturers that have handed control back to the client’s in-house marketing teams.
We kindly asked Stephen Hamil, Director of Design and Innovation at NBS/RIBA Insight to answer some questions which we had regarding BIM and getting started.
We’ve had lots of conversations with clients and prospects over the past 12 months and many are in the ‘wait and see’ boat and then there are some who are doing the hard work now to maybe reap the rewards later on when everyone will be playing catchup. Following on from our infographic on BIM Survey 2012 I thought it’d be good to get a quick low down on what manufacturers need to know about BIM and where to get started.
PC – If there was one message to manufacturers with respect to their BIM strategy what would it be?Read More
A few weeks back I discovered SpecifiedBy via LinkedIn Groups, a digital file sharing platform for building product manufacturers. I approached the founder of the platform, Darren Lester to see if he would be up for explaining what SpecifiedBy is and who its for.
We know our readers are predominantly marketers from building product manufacturers and therefore felt this would be useful for our readers. If you would like to be part of the BETA testing team of SpecifiedBy platform then please email them here. You will also receive a 12 month FREE subscription to the platform for doing so.
Following on from our EU Cookie Law Taking the first steps post published a few days back there has been a number of sites now who have started to introduce various ways of informing visitors about cookies and ways in which to get visitors to opt in to have cookies set on their computers.
Econsultancy have just released this useful infographic containing some interesting numbers. One which sticks out in my mind is 93% of marketers survey think the consumer has no idea about what cookies are.Read More
This post was updated in 2015.
Over the past few months I have noticed a growth in the use of QR codes in advertising from construction companies, especially by those who advertise in RCI Mag for some reason. I personally think QR codes are great and a very innovative way to deliver specific messages and add value to the user, customer or prospect. I just want to repeat the phrase again ‘and add value to the user, customer or prospect’! One more time ‘and add value to the user, customer or prospect’!
Ok, so I’m not going to go into how it all works but what I do want to highlight are 3 good reasons why I think you should not use QR codes as part of your online marketing campaigns. Here we go:Read More
A website creates a global identity for your construction business. This makes website design a critical factor in your success online. Websites are like a first impression, which as you know, are lasting and difficult to change. Visitors need to be attracted to your website within a few seconds because many people do not have the time or patience to go through all the sites that feature in search results.
Give visitors a reason to stay on your site, explore it and hopefully return. You might ask, ‘but how do I do this?’ One of the best tips is to ensure that all the relevant content and information that prospects need to make a qualified decision is easily visible and available on your website. The homepage is like a shop window, if there is nothing attracting you to stay and go inside, you will just leave.Design your homepage so that it guides the user through to the most relevant pages quickly.
If you are targeting specifiers or architects, install simple web applications like product selectors that will make their job easier. Providing a valuable resource for them will instil loyalty as they will continue to visit your site for information which could result in future business. See Richard Burbidge (below) as an example of a construction company making use of online applications to simplify the customer journey, giving them the necessary tools they need and thereby increasing lead generation.
We have compiled a list of 5 digital marketing trends that we think will affect the construction industry this year. Before adapting any of these strategies, look over your company objectives to determine whether it will work for you and your business. Always have your goals in mind and don’t rush into anything without taking a step back and asking ‘what is my target audience looking for and how will this benefit them?’
1. Social Media Marketing
In 2010 social media exploded onto the marketing scene and several savvy construction companies jumped on board. Now in 2011, social media marketing will evolve from experimental campaigns ‘testing the waters’, to becoming an essential part of integrated marketing campaigns. Social media does not simplify a marketer’s job because, like traditional tools, it still requires investment, attention and innovation to keep prospects interested. But its greatest strength is the ability to reinforce and humanise brands by energising advocates to talk about the company. It helps foster meaningful relationships with potential clients through online conversations and sharing of industry knowledge.
We’ve spent a lot of time over the last few years re-analysing clients’ web data and measuring the performance of their website(s) against their competitors, business objectives and plans set out for the forth coming year in preparation for the next. Mining through the data to find the insights which will enable me to answer real business questions such as:
- “Is my website attracting quality traffic?”
- “Are visitors, and in particular Architects, engaging with my website?”
- “How many visitors entered my website via my key product pages?”
- “Is my website converting traffic into leads?”
- “Which sources are performing the best in attracting traffic and then converting?”
- “Why do people leave the site from the homepage?”
- “Which search terms are performing the best against their rankings in Google?” (Hint: Ranking first in Google does not always produce results)
Following on from my previous post on 5 reasons why construction companies should be blogging, we now look at how construction companies can use online video and in particular YouTube as the tool of choice.
Online video usage and consumption is on the increase. Fact. Forrester Research recently reported that videos were 50 times more likely to receive an organic first page search ranking than traditional text pages. So, if you want to get some of your content onto the first page of Google very quickly then make sure it’s a video.
A quick search on the web for ‘Rainwater Harvesting Systems’ returns a mix of video, image and text based results. This is called ‘blended results’. What I want to point out here is that the video on the left (circled below) is produced by a company called ISW (Innovative Water Solutions) and yet they don’t have a single text or image based listing on the first page of Google, but the video is there driving traffic to the YouTube channel and then if viewers are wanting to know more they then have to option to visit the company website.Read More