Content…Content for your website is what makes people pick up the phone and call you. It’s what sells. It is the difference between making ends meet and making it big with your online brand.
Here’s a great example that I want to share with you from a client we just delivered new content to for his website.
I asked him “what do you think, do you like it?” his response was awesome. He said, and I quote;
“Well, my wife got finished reading it and now she wants to remodel the house.”
That’s not humblebragging, that’s just making a point. So when someone says that to you, you know you nailed it on the content side.
So I wanted to give you a rough layout to putting together content for your construction website, your blog posts and even your long form social media.
First and foremost, you have to know something about who you want your prospect to be. I work with contractors all day every day. I know what makes you tick because I’ve been doing this for 20+ years, so I have a really good idea that if it works for the first 57 electricians, it’s probably going to work for you too.
So know who you are talking to and know who you are talking about, and know how to position yourself to be the best you can be. I don’t mean quality craftsmanship, good communication, blah blah blah, that’s stuff is the ante. You are expected to deliver that. What I’m talking about is this; when you can convey to your reader that you are a trusted expert who is not preaching to his/her community but serving it, they will feel it. It will come through in your words.
The second tip is you have to make sure that you convey that you know what THEIR needs are. Mrs. Jones needs a new addition because she just had another baby and the house is packed to the gills. Mr. Jones needs to make room because his mother is coming to live with them. Both need the addition, but for entirely two different reasons. You need to be able to get the point across in your words that they understand that you GET what their needs are.
The third tip is to be able to express the fact that you have something to offer, but not in some overly-salesy way. Obviously, you are in the business of doing remodeling or plumbing or electrical work, but you have to tell them you have something to offer, and you do that with a call to action at the end of each page of content on your website.
The next thing you need to do is make your offer valuable. Your time is valuable. But more importantly to THEM, so is theirs. There is going to be a sale on your site, either they are going to buy from you or you are going to sell them the fact that you aren’t right for them. That’s why you have to make sure you explain that the offer you make has value.
Next, you want to make sure that they know that there is an opportunity for them to miss out. If they like you, they like your work and they like the references you provide, you need to let them know that you are in demand and that you get busy.
If they want to get this done, they need to act now! Obviously, you are not going to put the hammer down on Mrs. Jones because she will throw you right the hell out of the house, but you get my point. Let them know that there is a time element involved in getting you because there is always a time element involved in getting good people to do good things.
Make sure that they understand you are also trying to help them. That’s important. Let Mrs. Jones know that you feel her pain. Tell her that you can see she’s up to her eyeballs in kids and toys and whatever else, so you are there to help. That’s easy to do with words, I’m doing it right now, just a bit more subtle.
Bad writing on a contractor website comes across as desperate. We know what desperate selling feels like, smells like and tastes like. It’s obvious, right? Desperate selling vs confident selling is night and day, and that’s why you need to look at the words on your site and figure out which one they are; desperate or confident.
If you can craft content addressing these main points, you will have a much better chance of conveying that message. Putting your best foot forward in your content on your website means less time selling during sits, maintaining price quotes and closing more sales, and isn’t that the point to having a construction website in the first place?