Search engine optimization for a construction company can yield an increased annual revenue directly from internet inquiries and also yield the right types of projects. Many construction companies are faced with the problem of having their website produce requests for a proposal from people who are looking for something the company does not specialize in or for low-cost proposals.
An example is a client who is a remodeling company specializing in basement finishing, high end kitchen and bathroom renovations and garage or other additions. They do not specialize in roofing, window replacement, paving and other smaller projects that are not part of a larger renovation project.
We identified that the inquiries coming through the website via the contact form which sends an email to the estimator were often projects the company wasn’t interested in doing because they were too small to keep a large crew, who is directly employed by the company, fully leveraged. The ideal type of project for their crew is larger, so we identified this issue and made changes.
The first change was to the website. We made the focus of the website on the types of projects they are best suited to quote for their ideal clients. This also involved marketing the photos of these projects on social media and also optimizing the SEO campaign for these terms and not focusing on low profit terms like roofing, window replacement, etc.
As a result of this shift in focus with SEO and their overall internet marketing strategy, we noticed that their average sale went from $14,000 per sale to $23,000 per sale and the types of deals were better suited for their company. Although they had 40% fewer deals, their overall profit increased by 50%.
This shows that being strategic about your marketing will result in producing the right types of clients and increase profitability overall.
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