In a previous article, I wrote how website credibility, or creating credibility with your website, should be a contractor’s number one objective. In my post, titled Credibility Is Key for Contractor and Construction Websites, I suggested that creating credibility for your contracting business should be a significant part of your website strategy, possibly even more so than site visibility (via search engine rankings) - although both strategies should be connected. The reason for this is that credibility can dramatically impact not only your online conversions, but offline conversions as well, which can lead to greater sales and enhanced brand perception.
If credibility is so important, what can you do to positively impact your organization’s credibility on your construction website and in your digital space? The truth is that every business is different, so your plan to improve credibility for your organization should also be different from other contractors. Your plan will be impacted by the specific construction services you offer, as well by the types of clients you work with. Home owners, for example, will certainly be looking for different information about your business than commercial or business prospects would.
One more thing. Think of credibility as trust. Trust is the foundation of any successful business relationship, so as you improve your credibility, potential clients will have greater trust in your capabilities, and your reputation.
As you read through the rest of this article, use it as a starting point for improving your organization’s credibility, digital presence, and online reputation.
As I mentioned in my previous article, your website is the first place most prospects will go when they want to learn more about your organization and what you do. With that said, you don’t want them arriving at your homepage and immediately having a poor experience (and opinion of your company), which is what will happen if your site is old, outdated or poorly designed.
“A poor website design can negatively impact a company's brand perception. According to a Stanford University study, 75% of users judge a company's credibility based on its website design. A poorly designed website may turn visitors away, as they may view the business as untrustworthy or unreliable.”
If your site looks unprofessional, unorganized, or simply dated, a prospect may never even take the step of browsing your site for specific content. The same can be said for your site’s usability. Nowadays your website needs to be fast, and mobile-friendly, so that visitors can easily find what they want on any device. You need to make a positive first impression, in the first three to seven seconds a visitor is on your site, or they will move on to other options. So make sure your site and homepage look professional and are easy to use.
Contractor and Construction Websites
Once a visitor gets a generally favorable impression from the site’s overall appearance, then they’ll move on to their specific need or reason for searching or visiting that site. As a contractor, you’ll want to provide information and content that will portray you as a leader in your field, or at the very least, show off your competence and experience in providing specific construction services. The best content will help the visitor trust your capabilities, and make them more comfortable or likely to take a desired next step (conversion), whether that next step is asking for a quote, making a call, or downloading a brochure. Below are some ideas to boost your credibility.
"A picture is worth a thousand words" is certainly true when considering a contractor website. Professional, high quality photos from a home builder or remodeler are one of the best ways to quickly communicate the quality of your work. “Before and After” visuals also do a nice job of communicating your capabilities.
Short videos (30 seconds to 2 minutes) of your work add value similar to photos, but also allow you to focus on details, your process, and more. Before and after shots, overhead drone shots, client interviews, and more will add credibility, while also getting prospects excited at the prospect of working with you.
Photos are great, but if you stop there, you're missing an opportunity. Project specific pages or case studies allow you to tell a more detailed story about your work, that can help to land clients that want a contractor with specific expertise. For example, I might want a GC or commercial builder that has experience with my type of company or in a particular industry (restaurants, warehousing, retail, churches, etc.). Viewing projects similar to my own will give me a much greater level of comfort that you are a viable option to hire.
Case study and project pages also allow you to provide details like location, products used, special features, or services provided, that photos alone can’t achieve. These pages also support search engine optimization (SEO) much better than simple photo galleries.
Nothing speaks louder than satisfied clients. Testimonials and reviews help build trust on construction websites by providing visitors with proof of your own claims. Include these on your project pages for even greater impact.
Reviews on Google, FaceBook, and other construction-specific review sites are similar to testimonials, but even better, as most people trust them more. Positive reviews, especially on Google, will also improve your website search rankings and drive more traffic. If it is not already, asking satisfied clients to leave reviews should be part of your normal business process.
Qualifications, certifications, and memberships from recognized organizations show your expertise and commitment to industry standards. Showing you’re insured adds further piece of mind.
Never underestimate the potential impact of an award you have received, even if you think it isn't a big deal. While a prospect may never heard of the award, they may still be impressed!
If you have business clients, one of the best ways to gain credibility is to leverage their brands, whether they are nationally or locally known. “If they did work for them, they must be good” is a common reaction. Simply showing off client logos can have a positive impact on you and the same idea works with business partners. Make an even bigger impact by adding their testimonials too.
Sharing your ideas, tips, and insights about your specific contracting niche can position you as an expert in your field. Featuring press releases, awards, employee features, charity involvement, and well known customers, can provide basic confidence that your organization is credible, while also creating a personal connection with your company.
Highlighting statistics is a great way to quickly communicate your competence or expertise. Years of experience, retention rate, completed projects, safety records, number of states worked in - these are all pieces of information that can positively influence a prospect about your competence and capabilities.
If you have a quality website, with content that promotes your abilities, you can further enhance your organization’s credibility and online presence via social media. A strong social presence can reinforce the positive impression your website provides, allowing you to leverage some of that compelling content across multiple channels that encourage sharing and that will drive more eyes to your site.
Nowadays, some people may also start their search via social media channels such as Instagram, Facebook, LinkedIn, YouTube, Pinterest, Houzz, or TikTok. Having a strong presence on these sites will drive visitors to your website, but will also provide yet another level of comfort for those prospects that use that particular social marketing site. Reviews via sites like Google My Business, Facebook, Yelp, or Citysearch can also enhance credibility and help drive conversions, in the construction industry where reviews are prevalent. With that said, most small organizations don’t have the resources to have a positive presence on all the sites I mentioned. I’d recommend starting small and doing one or two social sites well, rather than trying to manage too much too soon. Remember, a poor impression on a social media site can be much worse than not having a site, and will hurt your credibility.
A quality website can help your construction company establish credibility and professionalism, which can help build trust with potential clients and customers. Whether you are designing a new website or just updating your current site, you should spend some time developing a content strategy that focuses on creating credibility for your website and your overall business.
If you need help developing your website, or your social media or content strategy, contact Marketpath today or visit our Contractor and Construction Website Program to learn more about our contractor website solutions.
Drive Traffic, Get More Leads, and Increase Your Credibility.
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