Using your construction online presence to generate leads can be an efficient and cost-effective platform when done right. It does take some work, though on your part, unless you opt to hire a marketing firm to help you. Following are some tips for generating organic traffic to your website for more leads and opportunities for additional projects.
But first, what is organic traffic? Organic traffic refers to the visitors who come to a website through unpaid, natural, or “organic” search engine results. When someone uses a search engine like Google to look for information, products, or services and they click on a link to a website from the search engine results page (SERP), that visit is considered organic traffic.
How does organic traffic work? Websites are ranked on search engine results pages based on their relevance and authority with regard to a user’s search query. Search engines use complex algorithms to determine these rankings. A user, for example, will enter a specific keyword or query into a search engine, such as “who are the best roofing companies in San Mateo.” The search engine will display a list of web pages considered relevant to the user’s question. These results include both paid advertisements (paid search) and organic listings (organic search). If the user finds a link in the organic search results that seems relevant and trustworthy, he or she may click on it to visit the website. This visit is considered organic traffic because it was not influenced by paid advertising.
How do you get potential customers to find you and visit your site?
- Utilize Google Business Profile. A free tool, Google Business Profile enables you to manage your online presence on Google search. Create a business profile, as this is the first place a potential customer will be looking for a contractor. Optimize your profile by choosing a main category, adding relevant and valuable secondary business categories, filling out your business description, and adding a business start date, your logo, a cover photo, and any relevant images. Also, ensure your business hours are accurate. Complete the list of services under each business category, including a description. Add any relevant business attributes (online estimates, veteran- or woman-owned, etc.).
- Optimize local search. Local Search Engine Optimization (SEO) makes your web pages rank well when residential or commercial customers in your geographic area search for a construction company on Google. Be sure your company name, physical address, and phone number are prominently displayed on all your web pages. Also, create business listings on all reputable local business association sites and on local and national construction industry-related websites and blogs.
- Build content clusters on your website. Google loves websites that demonstrate expertise, authority, and trust. Your web pages will rank well in Google if the search engine considers the content relevant to a query. One way to accomplish this is to create content around content clusters, which consist of a pillar page and associated articles.
A pillar page is a high-quality piece of long-form content that gives readers a broad overview of a key topic. Articles between 2,000 to 2,250 words usually do well when it comes to Google search rankings. Use common keyword phrases and questions on your pillar page. Tools such as Google Keyword Planner, SEMRush, Ahrefs, and Moz can help you fine-tune your keywords and make your content unique.
A pillar page for a roofing contractor may, for example, include these topics: “What Should You Look for When Choosing a Roofing Contractor,” “What Are the 5 Top Roofing Materials & How to Choose What’s Right for You,” “How Much Does a Roof Replacement Cost,” “When Is It Time for a Roof Replacement,” and “How to Prevent Roof Damage.”
In addition, create content articles with a narrow focus on a specific topic relevant to the main keyword theme. These are short-form articles that link back to the pillar page.
- Encourage positive online reviews of your company on reputable review sites. This includes sites such as Angi, BBB, Yelp, Google, and trusted sites within the construction industry. Post the reviews on your website. Google prioritizes companies that have favorable Google reviews. Also, customers are increasingly looking at testimonials and reviews to gauge what the customer experience will be, so focusing on these efforts will build credibility.
- Blog, blog, and blog. Blog regularly on your website and publish content on external sites. Distribute the content via social media platforms (like LinkedIn, Facebook) and email marketing pieces, as well as printed inserts in branded collateral marketing materials. Include your website URL in all of your company email signatures and social media profiles.
- Share your experience and know-how. Post engaging video clips and webinar information on relevant topics of interest to homeowners and business owners. For example, if your construction firm is located in a catastrophe-prone area, create a webinar providing tips on protecting one’s roof during a hurricane or on using the most optimal roofing materials to help withstand hailstorms.
These are just some ideas to help you generate organic traffic and leverage your online presence. It’s worth the time and effort, as over time you will be able to expand your footprint and gain additional customers.