So we’ve all heard of the term ‘lead generation’, but what exactly does it mean when applied to website design, and how are lead generation websites different from standard websites? This post will cover the importance of getting website design and development right from the word go, and how choosing a lead-generation approach will positively impact your construction business in the long-run.
First things first…
What exactly is the ‘lead generation’ process?
The lead generation process typically starts when a website visitor clicks on a call-to-action (CTA) located on one of your website pages or blog posts. That CTA, whether it is to download product datasheets, make an enquiry or request a CPD, will then lead them onto a landing page. This should include a form used to collect important customer information – such as an email address, company type, job role, etc.
What you then choose to do with this customer information will determine your success and overall business growth; ultimately the next steps should involve a refined follow-up process to ensure the customer is aware of how you can help them in order to generate a quick quality lead.
What difference does a lead generation website make?
Whilst a standard ‘brochure’ website simply provides your basic company information, a lead-generation website is carefully structured and formulated so that every page leads the prospect through a series of considered steps, closely aligned to the stages within the construction buying cycle. This ensures that the online experience you provide is tailored to their requirements at that particular time i.e. their current level of interest, how much information they require, whether they’re ready to make a final purchasing or specification decision.
How can it be applied to the construction buying cycle?
The funnel below demonstrates the construction buying cycle that an effective lead-generation website should adhere to:
Within this funnel, a blog post could typically be used to generate interest, and an ‘about us’ page for credibility and trust. These would fall into the ‘awareness’ stage – whereas product pages could be tailored towards prospects who are ready to provide an action and complete the funnel.
So why have a lead-generation website? All in all, it allows you to:
- Share your expertise with potential clients
- Increase the visibility and strength of your brand
- Generate and nurture new business leads
- Increase growth and profitability
- Establish new recruitment opportunities
For us it really is a no-brainer – take the pressure off your internal marketing team by letting your construction website work at its very best to obtain business.
For more information on what to consider when implementing a lead-generation website for your construction business, download our brand new eBook here.