This Podcast Is Episode Number 466, And It's About Delight Your Online Prospects - Converting Visitors Into Clients Businesses are increasingly moving online to expand their reach and provide the best possible experience to their customers. Being online, however, means more competition, so business owners must come up with ways to amp up their game to gain a more significant market share. You won't build a loyal client base if you can't earn your visitors' trust, so companies value social proof so highly. But proving your construction business's value online takes a unique skill set, one you can nurture by learning from the marketing industry professionals. Great news for construction business owners like you since you're hyper-local and offer your services based on your location, which means you can target your online audience and optimize for better search engine results.
Connect with your prospective clients and "wow" them even before they reach out to you by implementing these strategies:
1. Put the buyer's journey at the forefront
The buyer's journey refers to your customers' path when they hire your services from your website. Your responsibility is to focus on the buyer's journey and give them a straightforward approach to navigating.
The homepage is the face of your business online, so be sure you make a positive first impression. By looking at the homepage, it should already be clear to your customers what services you're offering. This is also your first opportunity to show why your business stands out.
Aside from making your website easy to navigate, you should also ensure mobile-friendliness to meet the needs of homeowners that increasingly want to call or message you quickly from their smartphones.
Set clear expectations, such as using a "Start Now" button if there are a few steps to take or a "Schedule Now" button that implies immediacy.
Randal once talked about Customers Vs. Clients and how taking care of your clients is essential not just for acquisition but also for sustainability. After all, it is easier to maintain a client than to gain a new one.
2. Make the process easy
Customers love a convenient experience. A simple process makes it easier for them to keep saying "yes" and gives them fewer reasons to abandon the form when inquiring.
To make more sales, it's imperative to make it easy for your prospects to navigate your site and reach their goal. Ensure that the hiring process is as streamlined and smooth as possible. Ensure all links work on your site, and all service descriptions are accurate and up-to-date. If possible, have a one-click option available so people in a hurry can make a purchase quickly and easily.
If you offer services that encourage repeat purchases, have an option for your customers to repurchase the same service easily, either through a subscription or a "buy again" button.
Empathize with your client when addressing their needs. Make their experience fast and easy when reaching out to you.
3. Get reviews
Reviews are the most obvious form of social proof. Not only do visitors look for them to gauge a product's value, including websites, but they also value sharing their opinion. For example, a service-based business website that only showcases before and after photos will have weaker social proof than one that lets clients submit their reviews, even if no one has yet.
Reviews come in many forms. Lists count, and so do likes and dislikes on media websites. While you can ask others for reviews, this will annoy some people, making it easy to find and review your site is usually a better option.
4. Integrate the right apps into your business
As technology evolves, more and more apps are being developed to automate and streamline processes. To scale and grow your website effectively, it is essential to have the right tech.
Xero is a leading cloud-based accounting software that can help ease your accounting burden and save time working on your books. Aside from making your data secure and easily accessible from the cloud, what's great about Xero is that you can integrate a range of other apps that support retail businesses with things like inventory, payments, shipping, and many more--making this cloud accounting system even more powerful. We offer subscription-based accounting using Xero in case this is something you would like to integrate into your construction business.
Final Thoughts
The future looks bright for small construction businesses as customer preferences change and people turn their focus to local or independent companies.
To establish a successful website for your business, you also need to ensure your numbers are on track. So let our team of accountants take over the finance side of your construction business while you focus on doing what you do best–growing your business.
It is important to develop a growth mindset because there's still no one-size-fits-all marketing solution for every type of business, nor will there ever be. As a construction contractor, I trust that you are adaptable to change and resilient in all the challenges that come your way.
About The Author:
Sharie DeHart, QPA is the co-founder of Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on how to manage the remaining cash flow to operate and grow their construction company sales and profits so they can put more money in the bank. Call 1-800-361-1770 or sharie@fasteasyaccounting.com
