Guide to Marketing a Construction Companies: Comprehensive Strategies
Effective Lead Generation Strategies for Construction Companies: 5 Verified Approaches
February 9, 2024
Construction Marketing
Lead generation means finding new customers for construction companies. But it’s not easy. You don’t just want any customers. You want the ones who need the kinds of projects your company is best at.
If a construction company wants more customers, there are 5 good ways to do it. These ways don’t just bring in more customers, they bring in the ones who help the company make more money.
- Enhance Your Website to Attract Desired Construction Leads
- Craft Content to Attract Targeted Leads
- Focus on Local SEO Strategies
- Utilize PPC and Social Media Ads Effectively
- Evaluate Your Strategies and Improve Lead Generation for the Future
As one would anticipate, effective lead generation begins with your website.
01. Enhance Your Website to Attract Desired Construction Leads
Your website is like a superhero for your construction company when it comes to turning interested people into actual customers.
Think about it: when someone tells their friend about your company, where’s the first place that friend goes? Yup, you got it—your website! Even if it’s just to find your phone number, most people these days will check out your website before they talk to anyone from your sales team.
And once they land on your website, you want to make sure it’s easy for them to become a customer.
But besides just relying on people talking about you, you can make your website even better at turning visitors into customers. One way to do this is by offering helpful stuff, like guides or tips, in exchange for someone’s contact info. This way, they get something useful, and you get a potential new customer.
Apart from relying solely on recommendations from others, it’s crucial to improve your website so that it can effectively turn online leads into customers.
If you want to get more leads, you shouldn’t rely solely on word-of-mouth referrals. It’s essential to enhance your website and marketing tactics to attract more visitors (we’ll discuss this further in point #2), and you should use conversion tools to turn those visitors into leads once they arrive on your site.
Here are three essential conversion tools you should incorporate on your construction company’s website:
Calls-to-Action
This is like the superpower of your website for getting new customers. A call-to-action is just a button or a special page on your construction website that asks someone to do something. Buttons like “Ask for a Price Quote” or “Get a Project Estimate” are simple to add, and they make it super easy to get new customers.
When you have these buttons on your site and people can easily see them, it’s like rolling out a red carpet for someone who’s interested. It makes it really easy for someone who might want to work with you to get in touch with your sales team.
Content Offers
Calls-to-action are like friendly invitations for people who are almost ready to decide to buy something. But for those who are just starting to look for construction companies, asking for a quote might feel like too much.
That’s where content offers come in.
Content offers are like presents you hide behind a little door on your website. Usually, that door is a form you fill out with your info. Let’s say you’re a contractor looking to save money. A content offer like “Top 10 Money-Saving Tips for Contractors” might catch your eye. When you give your info to get the tips, the company gets your contact info in return.
And just like that — you’ve got a new lead!
Content offers are a sneaky way to turn interested folks into potential customers without your sales team having to do much. They’re like a gentle nudge that can bring in more leads for your construction company without making your sales team work extra hard.
Conversational Marketing
Conversational marketing is like having a friendly helper on your website to turn more visitors into potential customers. It’s super helpful for your construction company because it saves your sales team time while still bringing in more leads.
You can set up conversational marketing tools, like a chatbot, on the busiest pages of your website. Think about putting it on your homepage or pages where you show off your past projects.
When someone visiting your site has a question or wants to know more about a project, they can just type a message to the chatbot. The chatbot can either give them an answer based on what you’ve taught it, or it can connect them with someone from your sales team.
If the person seems interested and qualified, the chatbot can ask for their contact info so your sales team can follow up with them later. And if they don’t seem like a good fit, your sales team can guide them in the right direction.
Using conversational marketing helps make it easier for visitors to become leads. Studies show that when people can get answers to their questions quickly, they’re more likely to become leads.
So, by having a chatbot on your website, you’re always ready to help visitors, even when your sales team is away. It’s like having a 24/7 assistant who never takes a break!
02. Craft Content to Attract Targeted Leads
More traffic = more leads.
And you get more traffic by putting out more content.
In a nutshell, if you’re creating content that:
a) Targets keywords that people are looking for, and
b) Addresses the questions your best leads have,
then you’ll attract more of the right kind of visitors.
And when you get more of these quality visitors to your website, which you’ve already set up with ways for them to become leads (Remember step 1?), you’ll end up with more leads.
Write content that tackles the common questions and concerns your potential commercial construction clients have.
Think about topics like “How to Set a Budget for Your Business Construction Project” or “How Long Does It Take to Build an Office/Hospital/Apartment Building?” These are the things your ideal customers are likely searching for.
If those topics don’t resonate with you, consider what questions your customers often ask. Your sales team can be a great resource here. When you create blogs and articles that address these questions, you’ll attract the right kind of visitors to your site. And when they arrive, your conversion tools will be there to turn them into leads.
03. Focus on Local SEO Strategies
Many commercial construction companies operate within a certain area.
Even if you’re a big company handling industrial projects, you likely stick to a particular region, such as the Midwest or the Pacific Northwest.
While you aim to increase lead generation for your construction company, you want to make sure you attract leads that are actually relevant to your business.
Getting leads from other countries or regions you don’t serve is a waste of time.
A crucial way to make sure your lead generation efforts are focused on attracting the right leads is to focus on your local SEO.
This means optimizing your online presence — your listings and website — to clearly show where you operate.
Google My Business
Your Google My Business listing is a crucial place to focus on.
When someone searches for a “commercial construction company near me,” they’ll see a list of businesses with Google My Business Listings at the top of the search results. For instance, when I looked up digital marketing in our area, Grand Haven, three marketing agencies appeared first.
When you click on one of these listings, like Orlicarpio, you’ll see their Google My Business Listing.
This listing, provided by Google for free, helps users find the best businesses for their needs. It includes everything from business hours to the website link to pictures of the team.
It’s important to optimize your listing as much as possible.
At the very least, you should claim your construction company’s Google My Business Listing and adjust the service area details.
When you click on one of these listings, like Orlicarpio, you’ll see their Google My Business Listing.
This listing, provided by Google for free, helps users find the best businesses for their needs. It includes everything from business hours to the website link to pictures of the team.
It’s important to optimize your listing as much as possible.
At the very least, you should claim your construction company’s Google My Business Listing and adjust the service area details.
These details let you specify the areas where you serve customers and where your business is located.
This helps Google understand your location, which is beneficial for you. When Google knows where you are and who you serve, they’re more likely to display your business when someone searches for a commercial construction company nearby.
This means more qualified leads from your local area.
Pro Tip: If possible, try to gather some reviews for your Google My Business Listing. As you can see from our results, our high rating helped us rank at the top of local search results.
Improve Your Website's Local SEO Optimization
It’s a smart move to optimize your website for local SEO as well, especially if you want to outrank your competitors. This is another effective method to ensure you’re attracting the right, qualified leads and boosting your lead generation potential.
Here are a few strategies to optimize your construction company’s website for attracting more local leads:
- Create location pages on your website. If your company has multiple offices or locations, dedicate a page for each location. Include unique information such as hours of operation and services offered for each location. This helps improve your ranking for searches related to both locations.
- Produce local content. People planning commercial construction projects in your area likely have questions about local building codes and regulations. Developing content that addresses these location-specific concerns can enhance your visibility in local search results.
- Maintain consistency in your company’s name, address, and phone number across all online platforms. This ensures that people can easily find your business and establish its location.
By investing a bit of effort into your construction company’s local SEO, you can significantly improve your online presence. The better optimized you are for local search, the more qualified traffic you’ll attract. And as mentioned earlier, more qualified traffic ultimately leads to more qualified leads.
“No website can stand without a strong backbone. And that backbone is technical SEO.”
— Neil Patel
04. Utilize PPC and Social Media Ads Effectively
So far, the lead generation strategies we’ve discussed have mainly focused on organic methods.
However, paid advertising can also be a powerful tool for generating leads if used effectively.
Unlike organic efforts, which require time to gain momentum, PPC (pay-per-click) and social media advertising can deliver leads almost instantly. This makes paid advertising a valuable addition to any inbound marketing strategy seeking to quickly increase lead generation.
Both PPC and social media advertising offer great opportunities for construction companies.
PPC is effective because it allows you to select and bid on specific keywords. For those with smaller budgets, targeting keywords that indicate buyer intent, such as “commercial contractor quote” or “commercial construction timeline,” is recommended. While these long-tail keywords may not generate as many leads, the leads they do produce are likely to be highly qualified and more likely to convert into sales. Since you only pay when someone clicks on your ad, there’s minimal risk in trying out PPC.
Social media advertising is particularly beneficial for construction companies because it’s highly visual, just like your projects. You can showcase images of your completed buildings and utilize the robust targeting features of platforms like Facebook, Instagram (yes, Instagram can work for commercial construction companies), and LinkedIn to reach potential leads who are likely to be interested in your commercial construction services.
05. Evaluate Your Strategies and Improve Lead Generation for the Future
The most effective way to enhance your construction company’s lead generation is by analyzing your past efforts.
Which lead generation tactics have yielded the best results for your construction company? Conversely, which tactics have fallen short?
It’s crucial to monitor your efforts and assess what works and what doesn’t, enabling you to generate leads more efficiently in the future.
We always recommend using a CRM to track and analyze data associated with your marketing and lead generation endeavors. However, you can also glean insights from the people you interact with daily to understand what’s effective in generating leads for your company.
Here’s how:
- Engage with new leads: Ask them how they discovered your company. Understanding where your leads are coming from provides insight into the effectiveness of your lead generation efforts.
- Connect with customers: Inquire about why they chose your construction company. Did they find value in a guide or content offer on your website? Were you the top result on Google? Understanding their decision-making process sheds light on effective lead generation tactics.
- Consult your sales team: Identify which efforts, tools, or platforms are delivering the most qualified leads. Your sales team interacts with leads and customers regularly and can provide valuable insights into what resonates with them and aids in converting visitors into leads.
By comprehending your current lead generation strategies and their efficacy, you can tailor your future efforts more effectively.
Invest more time and budget into the lead generation tactics that yield the best results. If something isn’t working, take a break from it or approach it from a different angle.
Construction companies often face challenges in generating qualified digital leads, either due to a limited online presence or uncertainty about the desired leads. By addressing these factors and implementing a few of these lead generation tactics, you’ll likely notice an uptick in leads for your construction company.
If you’re seeking to enhance your construction company’s lead generation potential, the Orlicarpio team is available to assist. We’ve collaborated with numerous construction companies to increase website traffic, align sales and marketing efforts, and most importantly, generate and close leads.
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