Websites are no longer a luxury, but rather a necessary marketing tool for home builders. Without a website, builders miss the opportunity to get in front of potential clients actively searching for their services. In fact, 65% of people see online search as the most trusted source of information about a company.
The cost of a solid website is worth every penny and it’s a critical component of your company's future success.
It's easy enough to hire a designer to put together a website, but it's the information and content you choose to include that has the most significant impact on engagement. The most attractive website design isn't going to be of much assistance if the information on it doesn't intrigue readers and entice them to contact you.
The difference between an awesome website and one that’s just ho-hum is purposefully written content directed at potential clients.
It should be immediately clear to visitors that you’re a home builder and the kind of clients you’re interested in working with. If you build traditional log homes in the Midwest, for instance, you might find that a casual, family-friendly approach is the best way to engage your online audience. If you primarily build high-end, luxury homes, your website should reflect that.
It's important that your website speaks to geographically relevant clients. Although it's great to have site visitors from all over the world, your real goal is for those in the local area to contact you.
For this reason, it's important to specifically speak to and attract local clients. Local clients will be more apt to choose a home builder who is familiar with the region and tuned into the community.
Pro-tip: Include keywords relevant to your geographic area throughout your website and be sure to include a map of your office location.
No home builder's website is complete without an informative blog. While your website should show potential clients what types of homes you build and details about your company, the blog is an opportunity to illustrate to visitors just how knowledgeable and helpful you are.
Regular posting, combined with well-written and keyword-friendly articles, will make it easier to get your website on Google's first page.
The way to success is to position yourself as a trustworthy authority by offering readers information and solutions with no strings attached. Write topics that are relevant to your industry or niche, like common concerns in a kitchen remodel or whether to build an attached or detached garage. By providing a little free advice, you’ll position yourself as a reliable source and build trust in potential clients.
Social media is a great place to share your before-and-after iPhone photos, but lower quality images shouldn't be on your main website. Your website should be visually appealing and reflect your professional quality work. The best way of doing this is to show off professional quality photos on your website and blog whenever possible.
Clients looking for a home builder are more apt to choose a company with a website that exudes the same quality of work that they want for their home. If possible, hire a professional photographer to snap photos of your biggest projects. Or you could invest a small amount in a quality point-and-shoot digital camera of your own.
The whole purpose of your website is to entice potential clients to work with your company. Ideally, these leads will contact your company directly for more information after browsing around your website. But don't fret: even site visitors that don't call aren't a lost cause. You can still keep them engaged with your company, even after they leave your website.
The best method of doing this is to offer some type of lead magnet (a free digital gift) in exchange for their their name and email address. A great example would be a free eBook featuring top home building trends or a collection of your most popular blog posts turned into a PDF. Compile this list of emails and connect with that list through a newsletter or a simple follow-up email to see if they have any questions or want a free consultation.
When designing your company's website, keep in mind that the best layout is one that is simple, professional in design, and allows for easy website navigation.
With that foundation in place, focus on adding in content and creating a blog that aligns with the components featured above. A well-written, informative website that speaks directly to potential clients will help ensure your business doesn’t just get by, but thrives in your local market.