The home page of any website should be a sign post. It should be built to move your audience on.
You don’t want your audience on the home page, there is nothing of depth there.
The quest for quick targeted knowledge means the more focused, more relevant, faster loading pages will start ranking higher in the search engines.
If your home page is the only page your construction company is being found for in Google then you have a big problem…
This post is about how to leverage the popularity of your home page to get visitors to where they need to get to quickly and with minimum effort.
Your web site shouldn’t be about you – it should be about your prospect and customers. The average technical and trade website visitor is only interested in what benefits them as a business – they are self-centred. So your content language should not be concentrated on “our” and “we” but instead “yours” and “you”. The age old attitude of ‘my website is a shop window for my business’ is still present today, however, the prospect looking through the window no longer wants to know about you as much as the need to know WIFM…what’s in it for me? Providing value through your content is what makes the difference.
Way back, when the web was new, building product suppliers could be forgiven for merely copying their brochures and putting them online. Since then expectations of your web site’s content have changed vastly, so cutting and pasting your brochure copy simply won’t do.
When someone visits your web page they expect to find the information they seek immediately. They won’t want to be taken through an introductory paragraph of self-congratulatory spin, nor enjoy a portrait of your smiling chairman. No, they want to cut to the chase, to find the product they’re seeking, to find the relevant supporting information and to make contact easily.
Here are 6 tips for writing content for your website:Read More
For many construction product manufacturers, achieving product specification early on in the complex design and build process is a key sales and marketing objective. Early involvement from product manufacturers allows the education and collaboration process with Specifiers (Architects, lead engineers, designers etc), a key influencer, to become easier and to ensure the best product is specified for the job/project whilst also providing the manufacturer with the ability to better manage the process and ensure there is very little room for a change in specification.Read More
OUTCOMES!! GOALS!! ACTIONS!!
In the mid 90’s many businesses within the construction industry and professional practices set up their websites with the mindset of ‘My website is a shop window to my business’. If you still work with this mindset and attitude to your web presence then you are missing out on a massive opportunity to enhance your brand and gain more leads. You will also be totally unaware of where your prospects are and what they are looking for. What if I told you “Yes, your website is a window BUT… nobody is coming into your shop to have a look around!” or “You are getting visitors but they are not doing anything, they are going elsewhere”.Read More
You’d be amazed at the fickle way web site visitors flick from one site to another in order to find what they want as quickly as possible. If you spend a lot of time looking at stats as I do, you’ll know that you have to grab the attention of your visitors very quickly.Read More
“At Pauley Creative we have been designing and building websites and home pages for construction industry websites for over ten years and the trends for best practice in terms of design, build and strategy have changed sporadically over time. However, the basics remain the same. Within this piece I will give you a better understanding of what you should be expecting of your home page as well as the customer experience your users should expect too”.
Click here to read the full Article
By Nick Pauley – Principal – Pauley Creative
Internet guru Seth Godin, says: “If you have more than seven items in a pull down list, you have failed.” I don’t think he’s wrong particularly when he applies this to drop down lists; it’s worth reading [read Seth’s blog here].
There is undeniably something about seven… Read More
Speed, or lack of it, is going to become an issue again. How fast your page loads is already a factor in Google AdWords quality score but speed’s going to be added to the organic ranking algorithm. Now’s the time to check your loading speed.
Let’s say you’re selling construction sealants for instance. It might seem a good idea to show your visitors immediately the amazing range of epoxy sealants you sell but listing everything – from fixing sanitary ware to anti-vandal sealants -on the home page isn’t terribly clever and now it’s going to annoy Google too [Remember, relevant content is king].Read More
The – now rather inaccurately-named – search engine optimisation (SEO) business has been very hard at work for the past few years generating content to populate the internet and thereby raise search engine ranking. This is how it works.
A manufacturer of, for instance, vapour barriers and damp-proofing membranes writes an article containing all the relevant keywords. This is submitted and published by third party web sites – in this instance construction industry web sites and ezines. Prospective customers searching for the keywords “vapour barrier” or “damp-proof membrane” find the article, maybe they even click on the link to the manufacturer’s web site. But that’s not the only benefit of writing the article. The manufacturer’s web site is also rewarded with additional points towards its search engine ranking because the link is from a highly-regarded web site.Read More