Many Contractor Websites Need Remodeling
By Carl Sorensen
One of the biggest website mistakes we see contractors make is underestimating how many pages they need to effectively promote the services they provide.
It’s important to note that Google and other search engines don’t rank “websites.” They rank “web pages.” This poses a big problem for most construction or trades contractors because they often have websites with an average of about five pages.
Many contractor websites tipically have a home page, an about page, a services page, a gallery and a contact page.
This is a huge mistake, and it costs contractors dearly in lost opportunities. The most damaging mistake on these contractors webisites is often trying to cram all of one’s services into a single page called “Services.”
So how can you fix this problem? More importantly, why would you? This is why it is important that all contractors websites have a good page “footprint”. Your page footprint is all of the pages that make up your website. Each individual page you create has an opportunity to be found in search engines by people who are looking for what you offer.
If you want to be a competitive force online in your local area, then increasing your page footprint should be a top priority.
Don’t be stingy
The low-hanging fruit for most construction contractors is developing new pages for each and every service they offer, especially those they enjoy doing the most or those that make them the most money.
Rather than list all of your services on a single page, dedicate separate pages to each.
Consider the Paragon Exteriors LLC website shown above. By creating pages for each service they offer they are increasing their ability to be found by searchers looking for these services”.
Paragon Exteriors has a large page footprint that encompasses all of their most profitable services. Sites4Contractors created pages for roof inspections, roof replacements, and even the different types of residential roofs such as steep slope or low slope so we’re able to cover their keywords from many different angles.
This page footprint has helped Paragon rank well in Google and generate several hundred roofing leads per year including some very large projects from their Condo and Townhome roofing page, which really targets a very specific type of roofing client looking to re-roof large residential developments. Without these pages they would have lost out on hundreds of thousands of dollars in sales.
For a general contractor, this creates a ton of opportunity. Here is a list of a few of the pages you could create to better target your local market:
- Home remodeling
- Kitchen remodeling
- Bathroom remodeling
- Basement finishing
- Foundation construction
- Home additions
- Garage construction
And the list goes on. By creating individual pages for each one of your services, you will increase your page footprint. Each targeted page will have the chance to be found in search engines and may create many new project opportunities for your business.
What specific services on contractors websites deserve their own pages?
When creating these pages, try to include the following:
- Photos: Images of you or your crews performing the services or images of finished products.
- FAQs: Answers to commonly asked questions about the services.
- Benefits: For example, home additions add space for new children or elderly parents, new doors and windows enhance curb appeal and energy efficiency and kitchen remodeling can add space for entertaining and make a home more sellable.
- Testimonials: Quotes from satisfied customers.
- Any specific zoning issues or by-laws that might affect your region.
Remember, the purpose of contractor websites is not to convince prospects to “buy now.” It’s to convince them that you’re an expert in the services described so they will contact you for estimates.
Content can certainly be tough to sit down and write (it can be downright painful!). But once it’s done, it will work for you 24/7 and will set the foundation for a great marketing vehicle for your construction company.
If you have a website that hasn’t done much for you since it was built or you’re looking to build one in the near future, don’t overlook the importance of your page footprint and how it can apply to your business.
Your business offers many more content opportunities than you realize!