Let me make something very clear, the content on your website IS THE BEST WAY TO CONVERT YOUR READER INTO A BUYER.
Keeping people on your site and reading your words means they aren’t reading anyone else’s. Anything on your website, from blog posts to service pages to how-to’s count as web content, but it’s not all created equal.
The goal of your blog for example, should be to get repeat visitors. The more someone visits your website to read your blog, the more likely they are to eventually hire you.
The content you add to your website should hold your customer’s interest, but you have to get them to click your link.
That’s Why Headlines Are So Important in Construction Website Design
The first thing your readers are going to see is the title of your page, so make it something good. You want your headline to be intriguing and get people to click on your link, not bullshitting your way through it with some spammy, keyword-soaked mess. Using something intriguing will help grab your reader’s eye and keep them interested. In addition, make sure that your subtitles (the thing under your title) accurately describes your article in a fun and intriguing way.
Ignoring Keywords in Your Title
One of the biggest mistakes people make is to assume that they have to insert keywords into their titles. Of course, keywords are important, search engines use them to determine which links to display first.
But I’ve never met a search engine who paid a contractor for work on it’s house. Although increasing your web search rating is important (it is the best way to get “first contact” with your potential customers), you can’t do so in a way that compromises your content.
People can spot an advertisement (and a fake headline) a mile away. People know bullshit when they see it and will react negatively to a fake headline by ignoring it. This is the worst thing that can happen to you because it means that not only won’t people click on your link, they will also associate your company with untrustworthy content.
Skip titles that have keywords in them like “Kitchen Remodeling in Philadelphia” or “Philadelphia Kitchen Remodeling” and stick with things that actually highlight your content.
Good content vs. Bad content
Content is the meat and potatoes of your website. It’s the thing that keeps people interested and coming back to your website. Getting repeat visitors to your website is the key to growing your business.
Of course, you can’t just put your product out there and hope that people find you and come back. You need to give them a reason and your product or service isn’t always enough.
You need to provide your visitors (and repeat visitors) with content to encourage them to visit you again and again. And the key to this isn’t just content, it’s providing good content such as a blog you update frequently.
Original vs. Reshaping Old Content
If content is the meat and potatoes of your website, then your visitors are your dinner guests. You wouldn’t have dinner guests to your house and serve leftovers, would you? Of course not.
So why do it with your website content? Always be sure that your content is original and not just rehashed versions of previous articles you wrote (or even just another person’s article with a few strategically placed changes). This type of content is not interesting and doesn’t keep people coming back for more!
Engaging Content vs. Advertisements
The purpose of your website content is to get visitors interested in buying you, your service and/or your product.
You might think that this means showcasing your products, but the opposite is actually true; remember, you want to get repeat visitors, and no one wants to read thinly-veiled advertisements that you call content over and over again.
So don’t expect people to respond positively to that kind of content, you need to provide them with something interesting to read, which isn’t how great your products are. Instead, give them interesting blog posts highlighting your business’ industry, not necessarily your company. This will provide them with a reason to visit and revisit your website.
Actionable Content vs. Information on Your Construction Website
Remember how bored you were in school when you learned about far off historical civilizations and old, long forgotten wars? This isn’t because you didn’t like history, it’s because it didn’t correspond directly with your life.
The same is true with your website, you can’t bore your readers. Just providing information isn’t enough, you need to make people understand how your information applies to them.
Make your information actionable by providing it in such a way that makes it applicable to their life. You want your customers to be able to read your information and take it out into the world. Make your content on your construction website and blog say “this is what you can do for THEM” as opposed to “this is what you’ve done.”