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We’ve all been working very hard here at The Lightwurx as the year comes to a close. In business there are always lessons to be learned every year as your business grows older. As the climate changes in the business hemisphere we have made numerous advances to be able to bring our new website to you.
As modern design continues to rage on in the field we have certainly taken notice. Without losing the feel of who we are, we feel that we have successfully incorporated elements of modern design in a very usable way. Of course as time goes on we will continue to see our results in the analytics and work day to day to get the conversions up. Yes we are in the same business you are. Leads, conversions, work. It’s the way the world works.
Thank you to all of our clients we’ve had the pleasure of working with over the past year and for all the wonderful new ones to come!
Welcoming in a new year of love, life, and business.
You’ve got a great construction company. You do great work. You’ve done a great job of creating some awareness for your construction company and your work. How can you now create some interest in your company? The key getting people’s interest is to create value, establish your brand as an authority, and offer something to people.
People will not be interested in your company if they do not see the value in it. You may know that your company is valuable, but how you communicate that to them is going to make all the difference in how people perceive the value of your construction company. There is certainly an intrinsic value in being able to provide a service to somebody. If that were all it took though, people would call you just by mere fact that you’ve started a business. The trick to creating value is in showing people how your company is more valuable than the other construction companies you are competing with. What can you do to give yourself added value?
Have An Impressive Website
How you present yourself online will reflect in how people perceive you and the value of your website. So much of the way people think and act is based on perceptions that they have which may or may not align with reality. The way your website looks and feels will heavily influence the way that people perceive your company. What does it say about your construction company if your website is poorly designed? It says a lot of things, and most of them are not things you’d want to say to your clientele. What will make your website add value to your company is not just what it says, but also the way it makes people feel. You can make your website go a long way for you by targeting people’s emotions.
The reason targeting people’s emotions works so well is because the way people usually decide is “with their gut.” This is just a metaphor for “with their emotions.” Some emotions that you may want to target are excitement for the construction project they want done, inspiration, and being nurtured or like they will be taken care of. If you make people feel that your company is the best it will do much more to bring in business than just telling them.
Establishing Your Brand As An Authority
People want to work with an authority. They don’t want just an amateur contractor to come in and do the job. They want a professional to come in and do the job right. The way people distinguish amateurs from professionals is the authority that any given company may have in the field. There are a few ways people discern authorities from amateurs.
Salutations are who you’ve worked with. What projects have you done that not only show good work, but were for people who already have authority. They don’t necessarily need to be people who also work in construction that you’ve worked with. Just people who have some name recognition in general. If you built a new facility for Google, that’s something people will take notice of. Obviously landing a job that big is difficult and you may not have quite that kind of job in your portfolio. Take some time to think about the jobs you’ve done and which ones are going to have the most clout. Then leverage those jobs on your website by showing you’ve done good work for them, and asking them to approve a good review you can use.
People are going to want to see the work you’ve done. Having a solid portfolio is going to give your company more authority than if your portfolio looks thrown together and sloppy. Imagine having a potential employee give you a tattered, unorganized resume versus a resume that is clean and well put together. All other things being equal you’d hire the guy with the resume that was well organized and looked nice. Your portfolio is the same way. It needs to be presented in a way that reflects the quality of your work. Having a good showcase online that is easy to navigate and inviting to look through will show people that you care about your work, on the job, and off the job.
Showing that you’ve been around for a while shows that you will probably continue to be around. People want to work with someone who is stable within the industry. Lots of companies come and go. Seventy percent of companies that go out of business fail within the first year. This makes people wary of newer companies. Don’t let this discourage you if you’re a newer business though. You can use personal stability to show that you’ve got a great team that will be around for a long time to come. If people know that you came from a strong background they will have more faith in the future of the company.
Offer Something To People
There are many things you can offer to people. Besides offering a free giveaway like we talked about in our previous blog, you can simply offer knowledge, perspective, or consultations. Having something of value on your website that people can take away will make you stick out in their mind. By giving them some of your expertise you say to them “We know so well what we’re doing that we’ll teach you.” Imagine your contractor website has designed a rather extensive guide to decking. People who are do it yourself oriented may take the time and energy to build their own deck, inspired by your guide. Then down the line when they get to a project they don’t have the tools or expertise to build, your company will be in their mind. Some less ambitious people may begin reading the guide and realize they don’t have the time to get a deck built. They will also realize that you do and you will be first on their list of contractors to call.
Get Creative In How You Build Interest
This list is by no means comprehensive. There are many more things you can do to create interest in your construction company. Getting creative with how you stir up interest will yield double because people like to see something creative. Even taking a creative approach to some of the tips in this blog will show people that your company is something a little different from the rest. Standing out from the crowd is the surest way to create interest. How will you stand out?
Every construction company knows they need leads from their website. If you read our last blog about the AIDA Funnel then you know the first step is to create awareness about your company. This is something that is rather intuitive. Of course people need to be aware of you. The trick is answering the question: how do you create that awareness? This blog will give you a few tricks and ideas for getting your name out there onto the web.
Create A Construction Oriented Blog
One of the best ways to get your name out there is to start a blog on your website. By having a blog you are able to accomplish a few different things that will help create awareness of your company.
Gives you a place to communicate with your market.
By having a blog on your website you are able to build a relationship with people who may be researching some work that they will need, but are not ready to act on. A blog is a way for your company to show that you know what you’re talking about, without having to do a lot of selling. People will appreciate that you’ve given them some advice, and will remember that when they are ready to choose a company.
Allows you to get links to your site on blog registries.
Having links to your website is a very important aspect of Search Engine Optimization (SEO). Blog registries have been set up for a lot of different industries and they are relatively easy to register for. Once you have a few blogs posted, search for blog registries in your industry, or even blog registries in general. When you have a list compiled it’s as simple as taking the time to register for them. After you’ve registered your blog in a few (really as many as possible) it is just a matter of waiting for the registry to approve your blog.
Creates a place to target your market.
Having keywords that you want people to search on your website is an important part of SEO. Your blog is a perfect place to add a few targeted keywords. This can be a fine line to walk. You don’t want to be spammy with the keywords. Your blogs need to read naturally, but if you do find an opportunity to add a targeted keyword here and there it will be very beneficial to the SEO of your construction website (see what I did there?)
Design & Offer A Free Give Away
People love free stuff. If you are giving away something that people find useful, that will make you stick out in their mind. This doesn’t mean that you need to be giving away a car every month. What you’re giving away can be as simple as an estimate. Lots of companies give away free estimates though. So much so that it has become something people expect, and therefor does not set you apart. What things can you give away that will set you apart without breaking the bank? Downloadable E-books are a great option. If your business does renovations then you could create an E-book that teaches your clients about how to do their own project, or how to select the right materials they’ll need. The key is making sure that it is useful. If they know you have valuable information then they will think of you when they have a project they can’t do themselves. The more you can cement themselves in your market’s minds the more leads you will begin to get.
Stay Active On Social Media
These days, social media is king. This doesn’t mean not to have a website. Quite the opposite, it means that you want all of your social media to lead people to your website. The only way to do that is to stay active on social media. It takes time to do this. So you don’t want to spread yourself too thin. There are a million social media channels and it is a full time job to stay active on all of them. If you pick two, maybe three, and really focus on those you will be much better able to stay active. What does it mean to stay active? By posting two or three times a week you will stay relevant in people’s minds. Your posts don’t need to be real fancy. If you’re already posting a blog on your website then post a link on your social media about it. If you just completed a project, post some pictures. Post some pictures while you’re building the project to! Think about what your friends post, they post things like what they had for lunch. Your social media doesn’t need to be super fancy, it just needs to be consistent.
This is a point that a lot of people hem and haw at. Lots of people don’t want to admit that advertising is worth the money. The fact is that it is that it is. It doesn’t take a whole lot of money though. You don’t need to advertise everything you do. Advertising on some KEY social posts will go a long way. Say you’ve just created an E-book for people that want to start a do it yourself construction project. This is definitely something you want to plaster all over your social media. By setting aside maybe 40$ to boost the post on Facebook, you can get much return on your efforts. Selecting the posts that you really want people to see and advertising on them, you will get your name out there much more effectively than without it.
Be An Authority
Being an authority is all about how people perceive you. By doing things like creating quality content, staying active, and blogging, you will grow your online web presence and authority. When you are a bigger presence, people will take notice. Then you can begin to prove your value to them with the content that you have. When people see quality content, they assume that the people providing that content do quality work. Conversely, if you don’t have that quality content, people will assume that you are not an authority. By doing some, or all of the things on this list, you will grow your authority and begin to get more leads from your website. It’s paid off quite while at our web design firm that we’ve planted ourselves as an authority in our field. We know it will do the same for you!
Building Awareness Takes Time
These are all tips that you can begin to apply today. The results that they yield will be fruitful, but it will take a bit of time for registries to pick up your blog, people to see you on Facebook, and to create all the content you need to put out. The question you need to ask yourself is “Is your business worth the time?”
One thing every contractor knows is that marketing your business is important. Whether your website is selling a product or a construction service, people won’t buy it if they don’t know about it. Even if they know about it that doesn’t mean that they will buy it. Not only do you need to get your name out there in the market place, you need to make people who see it want to buy it. How you go about marketing your business is an important aspect of how you will do in the industry. The AIDA funnel is both a simple concept, and a powerful tool.
AIDA is an acronym that stands for Awareness, Interest, Decision, and Action. Already you may be able to see how this simple acronym can change the way you think about marketing your business, both at your brick and mortar location, and in your web design. By breaking up the idea of marketing into some smaller steps it makes it not only less daunting, but also lays a clear path from where you are to where you want to be. Perhaps more importantly, AIDA is a system you can put in place to continuously generate leads and sales. So let’s break down the AIDA funnel.
Awareness is number one in the funnel. The best marketing, through web design or any other medium, all starts from awareness. After all, how are people going to buy from you if they aren’t even aware you exist? Essentially marketing can be construed of your ability to create awareness of your brand. Think about the biggest brands in the world. Even if you don’t drink soda, you know who Coke is. That is because they’ve done such a good job of creating awareness that the entire world is in their funnel. They are certainly an extreme example of awareness, and you can’t expect to build a brand like theirs with just an understanding of the AIDA funnel, but they are certainly someone to learn from. By creating awareness you are taking the first step towards making a sale and growing your business.
The next step in the AIDA funnel is creating interest. It may seem obvious, but even if you create all the awareness in the world no one will want to use your construction company if they aren’t interested in it. This next step is where you may want to get creative in your strategies. Another brand we can use as an example is Apple. How did they create interest in their products? They had been around for quite some time before they released the ipod. Until the ipod was released though, they were not seen as the technology giant that they are today. What changed? When they released the ipod they came out with something that people hadn’t seen before, and so they were interested.
From there, Apple was able to build intense customer loyalty and entirely recreate their brand based on the public’s interest in their one product. Any contractor you ask will tell you that customer loyalty and repeat clients are the back bone of a business. So how do you use web design to create interest? That can be anything from showing your value, as Apple did with their ability to innovate, to maybe creating a bit of mystery. When GoDaddy.com came out the commercials didn’t even say what it was they did. They relied entirely on creating awareness, then allowing people to investigate on their own to find out what they did. How your website creates interest in your construction company is up to you, but it is essential that it does.
Once someone is interested in your service or product, you need to get them to decide on that product. This is often done by demonstrating value. What are you providing them that will make their life better? In the construction industry often the need for a remodel other service is already desired. Your potential client knows that they need a general contractor to get their bathroom redone, or have a new wing put onto the school they run. You don’t need to sell them on that, you need to make them decide on your construction company. What value can you add to their project that the other guy can’t? What do you do better than everyone else? Why do they want to work with YOU? By having a website that shows them that you not only do what they need done, but that you are unique within the construction industry, you create desire for YOUR services. There are many ways to create this desire, but the bottom line is that you need to create that decision on you and your service, instead the rest.
The final step in the AIDA funnel is the action phase. This step is possibly the most important. After they’ve decided that they want your product, they then must act on that decision for you to turn it into a sale. If they don’t act on the decision then you’ve essentially lost the business. On many websites there is what is known in web design as a “call to action” button. This can be as simple as a contact form, or a link to a shopping cart function. Think about it, you’ve seen it on a million websites. “Contact Us,” Order Now,” even as simple as “Download” are all calls to action. In the case of the contact form, you’ve gotten them to reach out to you. All you have to do is close the deal. The best web design companies create effective calls to action. If your s is designed well, you will gain many leads from the traffic on your website. Even if your call to action is as simple as “call us,” when it’s done right, your phone will begin to ring. Once you begin to get those calls it opens up a whole new source for leads that you may not have even known existed before your construction company ever looked into effective web design.
Implementing the AIDA Funnel
With these simple guidelines you can begin to grow your understanding of marketing your construction company online by using the best web design techniques available. How you use the AIDA funnel can be as varied as the fish in the sea. What you do with this knowledge is dependent on your own needs, resources, and creativity. The framework of the AIDA funnel is very simple, but that makes it very flexible and effective when applied intelligently. Hopefully you have learned a little something about online marketing and now have a new tool you can use to build your business.
In a broad sense, nature encompasses the natural world, the physical universe, and the material world. The artwork of nature can take on many different sizes, shapes, and forms, giving the artist plenty of subjects for his paintings. Just a few subjects of nature, for example, include flowers, plants, trees, animals, botany, weather, and geology. Art imitates nature, as many artists and photographers replicate nature in their paintings and photographs as well.
As a true pioneer of nature photography, Ansel Adams was the renowned expert for capturing the beauty of nature in his surrealistic photographs. Adams is considered a visionary hero of nature photography and preservation. His best known pictures were taken of Yosemite National Park in the early 1900’s. Photography experts say his black and white photos have a beautiful, silver-like quality. Today, the Ansel Adams Gallery has become a gathering place for celebrating the arts and the natural grandeur of the environment.
One of Ansel Adams’ most famous photographs is Monolith: The Face of the Half Dome. The photograph is absolutely beautiful, and it definitely captures the rugged elegance of Yosemite National Park.
Nature Inspires Art
Nearly every aspect of nature—including the land and water we rely on for survival— definitely shape and support the way everyone views the world. The paintings and photographs that artists create come from the inspiration that they experience all around them.
Since the earliest dynasties, the mountains of China have provided an expression of nature’s power called “qi,” which attracts rain clouds, waters the crops, and provides medicine for healing the sick, as well as beautiful backdrops for the portraits and paintings that artists create. No doubt, the power of nature and beauty is a vital part of life.
Across the seas in the United States, people still raft down one of the country’s oldest River (the Mississippi) and sing of the country’s “purple mountain majesties” in reference to Pike’s Peak in Colorado. Both Pike’s Peak and America’s great river provide great scenic landscapes for the painter’s brush and the photographer’s camera.
Archaeologists still discover rudimentary cave paintings and drawings of horses, deer, and bulls in France, Greece, and other parts of the world that date back more than 17,000 years.
Both nature and art are an important part of our lives, culture, and history, and as such, everyone needs to appreciate and conserve nature and the artistic spirit, in order to ensure that our sons and grandsons can appreciate the world around them.