Most contracting businesses know the importance of having a company website to their business strategies in this day and age. Company websites are typically used for posting updates on current projects, company events, and other relevant information that current and potential clients would find helpful. This is often done with the ultimate goal of driving business.
However, it is not enough to own a website to ensure that your contracting business receives new clients. You also need to implement Search Engine Optimization (SEO). Simply put, SEO is the process of improving your website or online portals. As a result, your website can rank at the top of the non-paid listing (organic) rankings of search engines like Google, Bing, Baidu, and Yahoo.
Now more than ever, SEO proves to be essential to the success of contractors and construction companies. Below are some of the ways it can provide tremendous value for your business.
Increasing Website Traffic and Visibility
Back in the day, consumers used to refer to the Yellow Pages whenever they needed contracting services. A lot has changed since those days. A majority of the people now have access to the internet, so they’re most likely to visit search engines at least once a day to find the services that they need.
In fact, there might be a potential customer searching for the type of service you’re offering at this very moment. Since online experiences start with a search engine, organic traffic has become an essential asset for any business.
However, simply appearing in the search results is not enough. According to Hubspot, 75% of online users never scroll past the first page of Google search results. That means you can’t afford to rank on the second, third, or fourth page. Therefore, your website should be at or near the top of the first page to increase its visibility, traffic, and brand awareness.
The best way to get there is with SEO. Making a high-quality website and content can ensure that your services are displayed on the top of the search results. As the right people find your services, you get more inquiries and then sales.
Provides Higher Conversion Rates
High website traffic doesn’t automatically guarantee new clients. If you want to increase your chances of converting reliable customers, SEO campaigns got outbound marketing beaten. According to SEO statistics provided by Business 2 Community, outbound marketing strategies only have a 1.7% conversion rate far below the 14.6% closed rates achieved using SEO.
Construction SEO targets high-quality keywords. An online user searching for contractor services will likely avail of your services because they already want to hire someone to get the job done. This results in a higher conversion rate as compared to other outbound marketing tactics.
Having a high conversion rate is indicative of a successful web design. SEO will improve your website by ensuring it loads quickly and smoothly and accurately display its contents on all devices, including smartphones and tablets. This will attract the attention of many visitors who will, in turn, become loyal clients.
Therefore, the conversion rate achieved through Search Engine Optimization campaigns beats that of outbound marketing.
Builds Trust & Credibility
As with any business, trust and credibility with customers are essential for success. When you have a trustworthy and authoritative presence online, many people will come to you for information. Usually, the websites that have achieved higher search rankings are perceived as top players in the industry.
When you rank high on the Search Engine Results Page (SERP), your firm will get more recognized online. As a result, potential customers will see you as a credible source of information. However, establishing that authority can take time, patience, effort, and commitment.
This doesn’t just mean offering a quality service, but valuable offers that allow customers to trust the brand. An effective SEO campaign will add value to your site by creating quality content such as blogging, images, infographics, and videos.
Google’s ranking system provides users with search results that consist of high-quality websites containing content that directly applies to what the user searches for. Thus, creating more chances of establishing your site as a trusted authority and converting users successfully for your business.
Aside from improving your content, you should also implement SEO techniques to optimize each post. For example, add internal and external links that target your audience and using call-to-action (CTA.) As a result, you will find your rankings improving as you build trust and authority.
Move Ahead of the Competition
Back in the day, major construction firms manage to outperform smaller firms all the time. This is because traditional marketing strategies can get costly, and giant corporations have access to more funds. However, contractor SEO became a massive game-changer as it gives even small construction firm companies a fighting chance.
SEO is an advertising tactic that any construction company can implement, regardless of the size. This means that even if the leading players have rolled out their own SEO strategies, you can stay competitive or even move ahead within your industry.
Lower Marketing Costs
At some point, professional contractors will need to invest in some kind of marketing for their business. You cannot avoid the impact of the costs on your budget altogether, but utilizing SEO can help lower your advertising costs.
SEO is a business investment with a broader reach and a longer shelf life than traditional marketing tactics. Traffic for regular ads usually slows down after the ad campaign has ended. However, the same cannot be said for SEO strategies. Traffic will continue to flow for months or years as long as you are consistent and improve your efforts in posting great content and optimizing your website
As you increase your efforts and boost your site’s visibility, you will lessen the money and time you spend chasing down new clients.
As times changed, marketing techniques have also become different and will continue to change. Unfortunately, many contractor firms don’t fully understand the power of SEO. As a result, they rely on old methods and get left behind.
The effects of SEO may be gradual, but this long-term investment will provide guaranteed results. Implementing SEO procedures can help you stand out from the crowded market and make it easier for target customers to find your website. But, of course, this will need serious dedication and consistency to guarantee results for the firm.
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