I’m a construction marketing consultant, so I get a good variety of calls from contractors and tradesmen every month. Some are requests for help while others aren’t quite sure why they called me, but in the end, they’re glad they did. The worlds of construction and marketing are so different that a lot of contractors throw in the towel instead of calling on a construction marketing consultant for assistance.
That being said… I’m glad you’re here today. The simple fact that you’re visiting my website today and seeing this blog post right now means that you know something is amiss with your blog and you want it fixed. Here are the primary reasons websites and blogs fail to hit the mark.
Poor Blog Design
Your blog should be as clean cut and nice looking as other areas of your website. People want to visit, read, click around, and leave when they’ve gotten the information they needed. They don’t want to be jerked around in circles until they feel confused and close the window with a frustrated sigh.
It’s Too Technical
Your blog shouldn’t ever explain how to build a house or remodel a kitchen. That isn’t the type of information your readers want. They want to see your work via your gallery and see your ideas and your passion for what you do on your blog. Be more conversational and less technical. Your goal is to engage your readers and attract traffic.
Your Content Sucks
You’re a builder and remodeler or a tradesman, you’re not a blogger. Hire a writer who understands search engine optimization and knows how to cater your blog posts to your target market. You wouldn’t hire a mechanic to fill a tooth or a dentist to change your spark plugs. Don’t write your own content.
Your Posts are Boring as Hell
Yes, there’s a difference between content that sucks and boring content. Your content may be informative week after week. After week. After week. Or you may be sharing before and after pictures of your most recent projects. Week. After. Week. After. Week. After. W… you get the idea.
No Social Sharing
You can’t expect to throw a few blog posts up on the wall and magically attract readers because they’re online. Share your own posts on your social media accounts as soon as they’re posted and make damn sure your readers have access to social sharing buttons while they’re reading.
You Don’t Have a Focus
What are your keywords? If you’re still staring blankly for a couple of minutes after reading that question, you probably don’t have a specific focus for your blog. Keywords for most contractors may be along the lines of kitchen remodeling, bathroom remodeling, home remodeling, custom home design, or similar keyword phrases.
Those words are in very high demand on search engines, so it’s difficult to rank for them without a specific construction marketing plan in place. I also focus on long-tail keywords and phrases that focus more directly on a product or service. So in addition to using the words bathroom remodeling or remodel your bathroom, I would include best flooring for the bathroom or modern accessories for a remodeled bathroom for example.
You Gave Up too Early
If your “Hello World” blog is still visible on the first page after a few months, you gave up too early and didn’t post as often as you should have. A successful blog should be updated at least once or twice a week. If you’re really pushing for traffic in your area, update your blog three to four times a week. I have blogging clients who use two blog posts per month and others who use 15 posts per month. It all depends on your keywords and your desire to drive qualified traffic to your website and build your business.
So What’s Next?
Call me at 215-740-2713. I can help you pinpoint what’s going on with your underperforming website and blog. Let’s dig to the bottom of this problem so we can get your construction marketing plan up and running. My goal as a construction marketing consultant is to help you achieve a higher level of success with your online presence than you’ve seen in previous years. Hopefully, this blog post helps you with your own construction marketing plan. If you need some help, you can start by reading my take on marketing in the construction industry. -Darren