Maintaining an effective construction marketing website
Once you have a website built with all your services, experience, and advantages available for visitors to review, you need to maintain it to be an effective construction marketing website. Maintaining doesn’t just mean it is functioning correctly. It means keeping it active because search engines like active websites. Search engine optimization, or SEO, is the strategy used to improve your website’s ranking when someone searches using keywords relating to your services. While many SEO strategies exist, the simplest is keeping your website active. This approach will tell search engines you have a valuable site for people searching those keywords, resulting in a higher ranking.
How to keep a construction marketing website active
When I say keep your site active, I don’t mean rewriting content or redesigning it every month. You need a plan you can commit to implementing. First, assign an in-house team or outsource a firm to develop a plan to update your website regularly. Next, the team must create, manage, and implement the plan.
Tactics to regularly update your website
To start, review what you are doing in other marketing areas to see if they could be part of your construction marketing website. For example, if you do press releases or a newsletter, these could be additions to a NEWS section on your website. Other topics for the NEWS section could be employee anniversaries, new hires, or company milestones. Finally, update team bios and project portfolio sections every quarter.
Start a blog
Incorporating a blog into your construction marketing website is a perfect way to keep it active. Of course, now someone has to write the thing. It can be a challenge to think of topics and write a blog on a regular schedule. If you are not hiring an outsourced blogger, start by brainstorming topics based on customer concerns or questions. I think you will find that other ideas evolve from those original topics.
Regarding the blog schedule, keep it one that you can actually manage if you are writing it. Generally, start with a monthly blog and build from there. The schedule could be more frequent if you have in-house staff that can write or hire a blogger.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.