What Does Positioning Mean to a Specification Audience?

Clear positioning is a massively influential element to an effective web presence and therefore crucial to your business’ success online and off.

Quite simply;

As a specifier, the easier it is for me to clarify the relevant applications and performance data of any particular building product the easier it is for me to specify.

This post will focus strongly on key customer perspective; understanding their thought process when searching for a product online will enable you to form a business as rewarding and stress-free as possible, for both prospects and existing customers.

The more confidence and credibility you can build around your brand then the more likely it is that prospects will be encouraged onto the next stage in the specification process.

Here are some examples of great positioning…




Visual elements such as these form a type of mental positioning which exists in the customer’s mind; psychological associations with your brand cannot be easily changed and is why positioning is crucial to get right from the beginning.

Customer Surveys

Customer surveys are the most valuable way of gathering honest information from the people that matter the most.

This information will help you to get business positioning right.

It is a sure-fire way of finding out how customers would best describe your company and whether this view remains consistent as a whole.

You can also find out what their main objectives are when searching online, and what has previously prevented them from purchasing a product.

An architect may state that a particular product is difficult to specify due to cost and risk factors, or limited knowledge on standards, for example.

You can also delve into how customers perceive other product manufacturer websites, which will enable you to gain scope on where you currently sit amongst your competitors.

From this information, you can identify and act upon consumer needs that are not currently being fulfilled within the construction industry.

Additionally, splitting these surveys between your target audiences; architects, specifiers, facilities managers for example, will enable you to provide a reputable service for all target personas.

An interesting read is Why Voice-of-customer is relevant to SEO’ by Smartinsights, covering a range of survey strategies and helpful tools to use.

Solving the customer’s problems.

Always remember, customers want to find answers and purchase solutions, which should now be apparent from your survey results.

So, how will your construction company provide solutions?

Assess your products and the benefits of each; what do they provide that stands them in good stead against your competitors?

How do they resolve common customer queries?

How would specifying your product satisfy customer needs?

For many construction product manufacturers, these include challenges in the design and specification to given performance requirements.

You could provide a U-Value calculator for thermal performance requirements, create a handy guide for new or amended standards, or even just offer support in the creation of a specification for their project.

Messaging content

Messaging needs to be consistent and to the point.

Something like this…

UK’s leading manufacturer of BSI graded timber roofing battens, scaffold boards, shingles and shakes cladding and commercial antislip decking” – John Brash

Technical experts in the design, manufacture and supply of precision engineered, architectural rooflights for residential and commercial buildings” – Glazing Vision

This is mainly because most people will simply scan over a piece of text when searching the web, and will quickly and unconsciously move onto something else.

When writing blogs, bear in mind that large paragraphs of writing are uninviting and will only encourage such distractions.

Keep content short, simple and problem-solve in a way that stands out from other product manufacturers.

A great post by MOZ, ‘5 Steps to Creating a Killer Content Strategy’, discusses motivational triggers.

Motivational triggers, or loss avoidance triggers, are a powerful motivator for most customers.

Reason being that people prefer to avoid losing what they already have as opposed to making gains.

Contractors, for example, would be highly motivated by the thought of losing current projects or business.

They do no want to be knocked out of the running against their own competitors.

Therefore, message your content around these motivational triggers by using titles such as ‘how to avoid….’  or  ‘how not to….’  

This will help to build a sense of trust amongst your audience and will ultimately perform well in search rankings.

Ultimately, in order to position products effectively, a business must identify the attributes that are most important to consumers in the construction industry.

Building a content marketing strategy must revolve around solving customer’s problems in order to build and maintain a strong reputation.

For our customers, good positioning is ultimately about making life as easy as possible when purchasing from a product manufacturer website.

If you’d like help with understanding your current positioning and how to improve it, please call us on +44 (0) 1908 671707

…or you could download our Digital Profit Hunter Program.

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s worked with over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

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