Credibility Is Key for Contractor and Construction Websites

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    When working on the website strategy, most people like to discuss visibility and conversion, but for many small construction businesses, generating credibility may be the most important factor to your web presence and online success. 

    Your website is the first place prospects will go when they want to learn more about your contractor business and what services you offer. Even if a potential client doesn’t find your business via search or online marketing, but rather through your sales team, or word of mouth, they’re still very likely to visit your website.

    Credibility Is Key For Constuction and Contractor Websites - MarketpathWhy? Possibly to learn more or maybe just give themselves peace of mind that your company is worth their time for further evaluation or to take that next step – whether that’s to start more serious research, pick up the phone and contact you, or to receive a quote. In other words, they want to quickly know whether your business is a credible option for their project needs.

    So when they take that logical first step to visit your website, what will that prospect’s reaction be when he or she clicks through to your home page? Will they immediately view you as a quality, professional contractor or will they see a low end, outdated site – reflecting poorly on your brand? If it’s the latter, they probably won’t stay on your site for long or contact you. You will have lost your only chance to make a positive first impression of your business.

    If, on the other hand, your home page (and entire website) provides that positive first impression of a high quality contractor, you’ll dramatically increase your opportunity for a long term relationship with that prospect. That credibility your site quickly provides, allowing you to build just a small level of trust and authority, can significantly improve your chances for:

    • Greater Site Stickiness (keeping prospects on your site longer)
    • Enhanced Engagement (interest in your content)
    • Higher Conversion Levels

    If you want to convert more prospects that visit your website, first consider the impact of your home page, and then think about your entire site. Does your site impress visitors and provide credibility for your organization? If not, it's time for a new website!

    How to Gain Credibility?

    Look for next week’s article on specific tips you can use to gain credibility for your construction business website.  Or visit our Contractor and Construction Website Program to learn more about our contractor solutions and how you can upgrade to a professional, high quality website to support your business.  

    View Part Two: 12 Ways to Create Website Credibility For Contractors

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    About the Author

    Kevin Kennedy

    Kevin Kennedy, Marketpath’s VP Marketing and Professional Services, has been working on business strategy, digital marketing, and website technology for over 20 years. Prior to joining Marketpath in 2009, Kevin worked for Delta Faucet Company, including roles as Director of E-Business, where he led the company's technology strategy, and Director of Interactive Marketing. 

    Kevin graduated with a B.B.A. in Finance from the University of Notre Dame and received his M.B.A. from Eastern Michigan University. In his free time, Kevin enjoys spending time with his wife, Bridget, and their five children, travel, and various sports activities, while also participating on the non-profit boards for The Children's TherAplay Foundation and Juega Como Campeon.

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