It’s a good idea for construction firms to take a hard look at their website every couple of years, both to compare it to the competition and to make sure it still accurately reflects what the company does well.
Following is an industry-standard checklist for what a construction website should include.
1. Large, full-color project photos. Sites often have small photos where it is difficult to see exact details, or the photos are in black and white and make the work look old-fashioned and grainy. Big, beautiful pictures are worth a thousand words.
2. Explanations of what the photos represent. Just because a picture is worth a thousand words doesn’t mean it can completely speak for itself. It’s always a good idea to add an explanation about what the company contributed to the project, the challenges that came up during construction and how those challenges were resolved. This narrative becomes part of how the company markets itself.
3. Easy navigation. Visitors frequently want to search by their specific industry or project type, so having a search box or some other means of navigation on the site will help them quickly get what they need.
4. Up-to-date information. A website is an active document that should be updated on a regular basis. At the very least, all finished projects should be included. Many sites also include interim progress reports on significant projects that will take years to complete.
5. A blog. Even if a company doesn’t think it generates enough news to have a regular blog, a skilled marketing professional can identify news items and write them in a way that is compelling and clear. Just remember that a blog needs to be regularly updated. Often, companies stop blogging when the blogger has other things to do. That shows a lack of attention to detail, which is not a message companies want to convey to their audience.
Commitment to having a good website starts at the top, so management should make its online presence a priority in marketing plans. Following the five-point blueprint for construction, and committing to keeping the site up to date, will help construction companies showcase their talents and stay top of mind when the next RFP rolls around.