The blueprint for a high-converting construction home page
A common conversation I have with general contractors is…
“Katlyn, we’re running ads and getting plenty of traffic to our website, but no one is calling us.”
Or…
“Yeah, we have a website, but we don’t get much business from it.”
If this sounds like you, here’s a couple of things you should know:
You’re not alone in the battle for gaining business through your website
There IS something you can do about it.
Your website is not just a digital business card! But if it’s only acting like one, I totally get your frustration.
What matters more than what your website looks like is whether it works FOR you!
So yeah, if your website isn’t making ya’ money, it’s time to rethink your website strategy.
Let’s focus on the homepage and some things you can do to keep new website visitors on your site and gain more qualified leads from it!
The blueprint for a construction website homepage that converts
1 - Craft a clear headline that communicates VALUE
If you had less than a half a second to grab someone’s attention and tell them what you do, what would you say?
This is what you should be thinking about when it comes to the headlines on your website. According to the latest data, you have just 50 milliseconds for users to form their first impressions of your website.
0.05 seconds. That’s it.
In that split second, users develop a “gut feeling” that helps them decide whether they will stay on your website or leave.
Puts a lot of pressure on the first couple of words on your website, doesn’t it?
When I say that your headline needs to be clear, I really mean that.
So, what happens when people don’t know what you do?
They leave your website as fast as they came. They aren’t going to spend the time searching for the answer.
They won’t spread the word and tell others about what you do – because they don’t even know what you do. (Bye, bye potential referrals)
They don’t trust you because, well, they don’t know you.
Because of all these things, they don’t do business with your company.
A clear “here’s what we do” headline is super important.
But that’s not enough.
You also need to show the value they get from working with you.
When people land on your site, they already know the basic industry you’re in. Whether you’re a plumber, electrician, home builder, landscaper, or architect — the user found you because they were looking for that particular service on Google.
You don’t need to tell them that again in your headline.
Now, it doesn’t hurt to include keywords in your title, but that shouldn’t be it.
Look at the difference of these two headlines, for example.
What does this headline tell you about the business?
They do construction and remodeling in Portland. Oh, and we have their phone number.
Not bad, but it doesn’t really have any compelling reasons why they are a better choice than one of their competitors.
Using keywords in your headline is good for SEO, but what good is getting found online if the people who land on your site just leave anyways?
Now take a look at the next example.
This headline makes a much greater impact because it communicates the value they offer and appeals to the inner wants, needs, desires, or frustrations of the user.
“Kitchen and Bathroom remodels shouldn’t consist of spiraling budgets and open-ended schedules.”
If I am a homeowner thinking about investing in a major renovation project, I’m most likely worried.
“What if we go over budget?”
“What if this takes longer than we planned?”
“Can we really afford this?”
In this simple headline, this contractor cleared up those worries right away. (And they were still able to use their main keywords for SEO).
Now I’m intrigued.
Now I want to know more and begin scrolling through their website to get more information.
While you may be tempted to go for the catchy or clever headline, a short, clear headline that taps into the value you offer your prospective clients will go a long way in increasing your website conversion rate.
Hook them with the headline and they’ll stay on your website. The longer they stay on your website, the better the chances are that you’ll get them contacting you for the services you offer.
Sit down and write out the potential fears, conflicts, or objections people have about booking your particular service. And then address that in your headline.
Or, keep it simple. Get straight to the point and offer up the end value in a simple statement.
It might take some brainstorming, but it’s well worth it to clearly communicate what you do, keep people on your website, and increase website conversions.
2 - What do you bring to the table?
The benefits of working with your company ties in with having a clear and value-filled opening headline. You want to communicate quickly what the client will get for working with you?
Same day estimates? No obligation consultations? Quick service? Luxury materials?
Whatever it is, showcase it.
Use icons and short descriptions to elaborate on these benefits to keep it visually engaging.
As people skim your website homepage, it’ll grab their eye, and they’ll understand why they will benefit from working with your company over the competition.
3 - A single, clear call-to-action
A call to action can be text, a popup, or button that tells people what you want them to do next. On your website, a call to action is most often a button.
Here are some examples:
Depending on what you offer in your business, you will have your own unique call to action.
Your users are smart, but we don’t need to confuse or distract them with links going to a bunch of places that aren’t the end goal.
Throughout your home page, keep a single, clear call to action in every section directing them to what you want them to do.
Want them to call? Make your call to action a click to call button.
Want them to fill out a form to get in touch with you? Have the call to action buttons on your website lead them directly to your contact page.
Have online scheduling software and want them to book an appointment online? Have all the buttons direct them to your bookings page.
It can be tempting to link users to all of the different pages on your website, but the reality is, it only distracts them.
4 - Keep your website navigation simple
A common issue I see on construction websites is a cluttered navigation.
It’s recommended that you don’t have more than 7 links in your navigation, but even that is pushing it.
Less is definitely more when it comes to your navigation.
Keep it to 4 or 5 if possible (with a big bold call to action in the upper right-hand corner).
The more options you give website visitors, the less likely they are to do what you want them to do.
When in doubt, “KISS” - Keep It Simple, Stupid.
“Well, my website has more than 5 pages. What should I do with them?”
TIP #1 - USE YOUR FOOTER
An informational footer can be a powerful tool on your website!
It’s common knowledge that there is additional information about every website in their footer. So, this is a great place to put links to other pages that might not be as important as your main services. Don’t be afraid to make a huge footer and organize it so people can easily find more information about your company, services, and contact information.
TIP #2 - LINK FROM OTHER PAGES ON YOUR WEBSITE
If you have multiple services, create a single page with a section on that page for each service, each with a call to action to more information on that service.
(Plus, inner linking like this is great for your on-page SEO.)
TIP #3 - IF YOU HAVE TO USE DROPDOWNS, KEEP IT TO A MINIMUM
Dropdown folders sound like a great idea, but they’ve been shown to only annoy users more. Avoid having 10-link dropdowns under each of your menu items. That defeats the purpose of having a clean and clear navigation.
The goal of a minimalistic navigation is to keep your users focused on the end goal. Only include pages that will lead to a sale in your main menu. Everything else is secondary.
Want people to buy from you or book your services? Keep your website navigation simple.
5 - Hero Image
The homepage of your construction website is often the first page people land on, so it’s important to make a lasting impression.
This isn’t just the first impression people will have of your website, but your company and brand.
That’s why, along with a killer headline, it’s important to have a great hero image.
A hero image is that first picture people see on your website, and it should be a visual representation of your service. It allows prospects to see what it would be like to work with you, or the end results you deliver.
Most sectors of the construction industry might be classified as “dirty jobs”. But y’all put out some beautiful work. Showcase that in your hero image!
I’ve seen beautiful hero images in the websites I’ve designed for concrete companies, home builders, landscapers, and even plumbers!
6 - Portfolio
A portfolio of work is so important for construction industry websites. It’s not enough just to SAY that you do great work. We wanna see it.
Humans are visual creatures. You could go on and on, page after page, describing what services you offer, how great you are, blah, blah, blah.
But put some stunning before and afters in front of me, or a gallery of a recent project you did? Now I understand!
Take a look at the Pence Construction website homepage, where they feature some featured projects.
A picture is worth a thousand words. Let your work speak for itself with a stunning portfolio section!
7 - Social Proof
When you’re going out to grab a beer or bite to eat, how often do you go somewhere without checking the reviews?
What if you’re hiring a nanny, finding a place to rent a car, or booking a hotel stay on vacation?
Exactly. Every day, people go to Google to find reviews and recommendations for local products and services to help make their buying decisions.
Want even more proof? Take a look at these stats:
88% of consumers trust user reviews as much as personal recommendations.
85% of consumers think that online reviews older than 3 months aren’t relevant.
91% of shoppers read online reviews before making a purchase.
This is the power of social proof. It is necessary to get your business more sales.
Incorporating social proof into your website is a great way to build trust and remove some of the natural doubt, fear, or concerns surrounding making decisions.
Here are a few ways you can implement social proof on your website home page:
REVIEWS AND TESTIMONIALS
It’s common to have reviews for your business on Google, but you should display those reviews in other marketing channels, including your website and social media!
People don’t always land on your Google page first to read reviews. Sometimes they find you on LinkedIn or Facebook. Or maybe they read about your company in the newspaper or an online magazine and they’re directed to your website.
If you haven’t put your Google reviews in all of those places, then there’s a good chance people won’t see them. Don’t take that chance!
CASE STUDIES
Case studies are probably the most powerful way a contractor can establish confidence for consumers.
Case studies are a deep dive into the entire experience of working with a satisfied customer, from start to finish. Talk about what the issue that needed to be solved was, how you solved it, obstacles you ran into along the way and how you overcame them, and finally, the amazing end results. Finish it off with a glowing testimonial from your client, and you’ve just created a powerful marketing strategy you can use on your website and social media.
Check out this amazing case study example from Procore for inspiration on how to write one.
The best way to implement this on your home page? Feature a section on your homepage with a quick summary or statistic about your case study, with a call to action to read more, linking to the full case study on another page.
PAST OR PRESENT CLIENTS
Being associated with big names builds instant credibility.
If you’ve done work for well-known companies, brands, or people – that’s a great way to get prospective clients to believe you do work. It instantly builds up trust. “If those guys trust them, than I’d be stupid not to.”
Take a look at this section added to the home page for a commercial concrete client.
McDonald’s, 7-Eleven, Jacksons, and Public Storage are huge names! Including the work they did for these companies establishes a great amount of trust, as well as attracts more high-end clients.
Whenever it makes sense, this banner is always something I include on the home page for my client websites because it can make a big impact.
And don’t worry about coming off as cocky or bragging. It’s a big deal and just shows the legitimacy of the work that you do. Show it off!
AWARDS
Has your business won awards or ranked in top lists for your industry? Put that out there for the world to see! It’s another great way to build confidence and trust.
You can display the badges of those awards in the footer of your website or in a specific section of your homepage.
Don’t forget to share those on social, too!
Wow, I nerded out there. (A LOT). But I hope it has helped you in putting together crucial elements for your homepage.
By implementing these tools, you’ll see an increase in engagement and get more quality leads to your business from your website.
The blueprint to a high-converting construction website homepage includes:
A clear headline that demonstrates the value in doing business with you
The benefits you offer
A single call to action
A minimalistic navigation
A hero image that leaves a lasting impression
A portfolio of past projects that display your best work
Social proof that build trust with prospective clients
Increase your conversions and scale your business this year!
I’ve helped dozens of blue-collar businesses scale by optimizing their website for increased conversions. I’d love to serve you and help you achieve the same! Learn more about custom Squarespace website design services by booking a consultation today!
