By now you’ve no doubt heard that the specification process is changing.
Now, more than ever, businesses need to have a building/construction products website that attracts, engages and delights their target audience. These days 99% of specifiers are conducting their research online.
The problem these businesses may face, however, is knowing how to generate leads through their websites.
Construction product businesses need to analyse the steps their customers take whilst on their website, and ensure that their customer’s journey results in them taking the desired action... i.e., making an inquiry, purchasing a product or service, etc.
This blog will show you three reasons why your construction products website is not generating leads, and highlight the steps you can take to see a drastic change.
Confusing website design
Your website is likely going to be the first interaction a customer has with you.
We all know the old adage “you don’t get a second chance to make a first impression”. Within 7 seconds, new visitors to your website will make a judgment on you and your business.
Your website should be doing the heavy lifting for you in this age of technology. If nurtured correctly, your website can be your best salesperson. Quite simply, building a solid construction products website that generates leads will take time, testing and analysis.
So how can you improve on your website design?
- Create a brand that is clear, accessible and represents your business methodologies: Over the top design can drastically reduce your lead generation. Make it easy for new visitors to understand your site and your business.
- Make your site navigation simple: Numerous studies within eye tracking show a tendency for users to scan a page, rather than reading every word. Follow the ‘F shape’, wherein your important information is displayed at the header of the page and along the left-hand side. Your headline should be at the top with content broken up into sub-headers or bullet points.
- Champion your landing page: Your site’s landing page is like the initial handshake and introduction you would share with your potential customer. It sets the tone and should put people at ease. Don’t overcomplicate your landing page and ensure that content is comprehensive, succinct and displaying clear CTA’s (Calls-to-action).
Your website doesn’t make use of landing pages
A landing page on your website allows users to enter their personal and/or business information by filling out a form.
Websites that are strategically designed will be full of helpful content and resources that visitors to your website will interact with and benefit from.
These can be anything from e-books to demos; the key here is that the content is helping a customer answer their potential questions.
To acquire these resources, such as a downloadable e-book PDF, you should send your customers through a landing page where they can enter their contact details. In doing so, you are organically identifying potential future leads that have already been ‘warmed’ by interacting with you and your content.
So how can you best use landing pages?
- Include landing pages for every major CTA on your site: The e-books, guides, demos and comprehensive content on your site should all filter your customers through a landing page. In doing so, you can create a database of leads that have interacted with your content.
- Keep landing pages and contact forms simple: It’s important that these pages are not a chore for your customers, as they will likely abandon the content. Keep the pages simple, minimalistic and place the important information clearly and separate from the secondary info.
- Ask for the right information: Only ask for the details required to follow up on the lead. If you get greedy with the information you’re collecting, you will create a negative user experience and may lose the lead altogether.
Create meaningful CTAs (calls-to-action)
So you are creating useful content like blogs or articles and users are reading it. But what then?
Visitors to your website will only stick around if you give them a reason to. Many businesses mistakenly believe you shouldn’t be direct about what you want your customers to do. You’re a business, you don't need to hide this and you already have your customers' attention – make use of it.
The best way to generate leads on your construction products website is to make it clear to customers what you want them to do when they are on your site.
A strong call-to-action will be a sure-fire way to generate leads using your website. A bold call-to-action such as ‘Contact Us’ or ‘Request a Quote’ are just two simple ways you can direct the flow of traffic on your site to your desired aim.
So how can you create successful CTAs?
- Place CTAs strategically on your site: Whilst you shouldn’t just rely on one CTA, make sure you aren’t being too excessive either. Place one in your website’s header so it is always visible and then scatter others throughout your pages, ensuring that they are relevant to the page's content – such as a downloadable guide on lighting in your lighting products page.
- Make your CTAs easy-to-spot: There’s no need to hide them or your intentions. Customers expect businesses to have a desired goal for them, such as making a purchase. Make your CTAs bold, prominent and easy to interact with.
- Analyse and change your CTAs over time: You wouldn’t leave an underperforming sales rep to their own devices, so why ignore your CTAs? Just like your construction products website as a whole, your CTAs need your time and to be nurtured. Routinely analyse the performance of your calls-to-action and try new approaches to see if you can improve lead generation.
Take a look at Nimbus Engineering's homepage below and how they have strategically placed their CTA's. They've ensured they're visible and clear, this way the audience understands Nimbus' expectations for people on their site.
Don’t rest on your laurels.
As a general rule for your website, don’t forget to invest time into regularly rethinking your strategy. A successful construction products website will benefit from continued research, testing and analysis to identify how you can best increase your lead generation.
We hope that these three areas we have highlighted give you the springboard you need to begin to increase your lead generation.
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.