Okay, I get a few phone calls a week regarding underperforming websites that suck. As a construction marketing consultant, I like receiving these calls for the simple fact that you’re paying attention. You know that your website isn’t pulling its weight and you’re actively looking for a way to fix it. Just off the top of my head and without giving it too much thought, here are 12 probable ways your website sucks and how to fix it.
It Lacks Purpose
Ask yourself why your website exists to begin with. Why did you want to build a website? A website without a purpose simply sits there with nowhere to go.
Fix it – Give your website purpose. I can’t tell you what that purpose is here without a consultation because everyone’s ideas are unique. But call me and we’ll hash it out. Be prepared to answer several questions about your business and your future goals.
Lack of Content or Poor Content
Who wrote your original website content? Are they a professional writer with experience or did you ask your somewhat-intelligent cousin to write it up for you? Oooh did you hire some overseas writer for $2? (Ouch!)
Fix it – You’re not a writer. Your secretary probably isn’t a writer. Hire a writer to write high quality website content for your website and blog.
Poorly Placed Contact Information
Where is your contact information? Top of the page, bottom of the page… on a single “Contact Us” page…? If you didn’t honestly answer yes to all three of those, your contact information isn’t where it should be and you aren’t directing visitors to the right spots on your website.
Fix it – Add your contact phone number and other contact information to a few different areas. You can add your phone number to the top near the navigation bar or near your logo. It needs to be where people can see it easily. Also add your address and phone number in the footer of the page as well as the contact page. But get this – add links to the call to action paragraph to encourage people to contact you. “Hey, thanks for stopping by, give us a call, email us, or contact us here,” with a link to your contact page.
It’s Ugly. Sorry, but it is.
Okay, I’ve seen some seriously ugly websites. Seriously. Some of them only needed a monkey with cymbals and a little dog jumping across the screen to take me back to the mid-late 90s when that was cool. It isn’t cool anymore.
Fix it – Remove the outdated information, graphics, and color schemes. Replace them with modern lines and a responsive layout that looks as amazing on a computer as it does on a mobile device.
No Call to Action
So someone reads your questionable website content or blog and… that’s it. There’s nothing else to see here. They click away and go visit some other contractor’s website for the information and contact information they need.
Fix it – Properly written website content will end with a call to action that compels readers to contact you. Every page on your website should have a compelling call to action.
I can’t believe the number of websites I see on a regular basis that don’t have a blog or the entirety of their blog is before and after pictures. Okay. Yay. You build. You remodel. That’s your job. But what did you do? What did you change? Why did you do it? Does the homeowner love it? What would you recommend to do differently? What materials did you use?
Fix it – A well-written blog keeps readers on your site longer than the standard 90 seconds. Yes, you generally have 90 seconds or less to keep someone’s attention. People can glance through pictures in just a few seconds, there’s no real reason to stay because there’s no real content to read. Hire a writer.
No Social Media Outreach
I get it. Really, I do. Social media can be some of the most time consuming crap online. People are bickering about stuff, complaining about the service they received at the fast food restaurant, disgusted with their job, etc… But you still need that social media presence. You don’t have to stay there for hours every day, but you do need a presence.
Fix it – Start accounts with Facebook, Twitter, LinkedIn, Instagram, and whatever else you want to update occasionally. Share before and after images from job sites a couple of times a week, but your primary focus is going to be connecting with people.
No modern website should scroll from side to side. Ever. That’s poor web design at its finest. No one wants to spend time on a website that requires them to scroll from side to side and from top to bottom in order to see the content.
Fix it – Hire someone with proven experience to build a new website or modify your existing site.
Blue and purple? Red and fuchsia? Black and yellow? Maybe for a motorcycle, but not for your website. Contrasting colors should be used sparingly and in the proper places or your website hurts viewers’ eyes.
Fix it – Choose a modern color scheme that works well together. You and the homeowner may spend the better half of a day choosing a complementing color for the entry door or shutters. Spend the same type of energy choosing a color scheme for your website, and you’re golden.
Cell phone pictures on your website just aren’t cutting it. That’s now how this works. You can share random cell phone pictures on social media from time to time, but don’t overdo it there either.
Fix it – Take the time to provide good pictures when you’re showcasing your work. Buy a nice camera or hire a professional photographer occasionally for jobs that really rock.
It’s a Rushed Hack Job
Come clean with me here. Did you use a DIY free website builder or hire the cheapest person you could find? I know, I know… we all had to make that mistake at one time or another.
Fix it – Hire a website design company that will help you get your website where it needs to be and kickstart your construction marketing plan.
Your website reads like you hate your job. You don’t put effort or emotion into your work, so why should anyone hire you?
Fix it – Use words that show people how much you love your work without the words “I love what I do.” Your knowledge and experience should shine through in the content on your website.
So now what? You now have the reasons behind your underperforming website. The ball is in your court. Call me at 215-740-2713 or click here for a website review. I’ll thoroughly inspect your website and offer up my professional opinion as a construction marketing consultant on how to properly fix it so that it works for you as it should.