The entrance into the digital age has been a slow yet rewarding process for many construction companies. Although many have started to make the shift to digital, we hear time and time again that marketers aren’t sure where to begin when redesigning their construction websites. So – we decided to sit down with some of Boston Interactive’s experts to chat about their experiences working on projects such as Suffolk Construction and Black and Veatch. Our team came back to us with some crucial guidelines they go by when redesigning construction websites. From color schemes to messaging, find out how to optimize your online presence for full-funnel marketing success.
Tell Your Story
A website is often a prospect’s first impression of your company, so you want it to be perfect -right? It’s like a blind date, the first thing your date notices about you is your appearance, and if you have something on your face, they’re going to remember it. It’s the same with your website, if there’s something off about it, your prospective client will notice and remember.
Katey Marx, an Account Director at Boston Interactive, explains that there are a few critical elements that every construction website needs. “There must be a beautiful demonstration of successful projects through online portfolios,” says Katey. “These portfolios should tell the story of inception to delivery and the website should catalog the process to completion.” Katey explains that this strategy will show your prospective clients your past work and level of expertise right off the bat.
Understand Your Landscape
When aligning creativity with strategy, a company’s whole design can be transformed. Suffolk Construction came to Boston Interactive looking for a digital revamp, and we made the strategic decision to highlight their projects over their services. Since Suffolk Construction is a well-known industry leader, their audiences are already familiar with their services. Therefore, highlighting projects adds a novel perspective to their digital presence.
Boston Interactive’s Senior Visual Designer, Mary Primeau, remembers that drone video was getting popular around the time of the redesign. “We took advantage of that as an asset for the company’s new site by placing these striking videos in prominent locations.” So, with this information, Mary says, “the design promoted full-screen, auto-playing, exploratory animations that included a lot of movement and an enticing pulse feature. As users scroll, elements subtly transition, which comparatively nods to how a building is built.”
Set Yourself Apart
Reflecting on her work with Black and Veatch, Katey recalls that the web design process began with the client bringing a lot of ideas about what their new site should encompass. “They understood that the digital world had become a powerful lead generation tool and they wanted to be a part of it.”
Digital has become such an integral part of marketing that it can take a lot of work to stand out in today’s market. To differentiate your construction website from competitors, both Mary and Katey recommend becoming a “disruptor.” Being a disruptor means having a digital presence that’s different from the rest; it means that you’re changing the game.
We wanted to change the game for Suffolk Construction. When they came to us, their blue and red branding colors were similar to those of their competitors. In order to make them a disruptor, our designers introduced a subtle yellow and grey to their color scheme. This worked to set Suffolk apart in the mind of prospects who were likely inundated with a sea of of red and blue on every other construction website they visited.
Cater to Your Audience
Whether your company is looking to boost leads or recruit qualified applicants, you first need to define who your audiences are and what messages will resonate with them. For example, Suffolk Construction’s website visitors were mostly job seekers, not prospective clients. Knowing this, the design shifted to a more company-oriented feel to appeal to the qualified applicants visiting their site.
Katey explains that many of her construction clients want to improve their presentation of company culture. “My advice for this,” explains Katey, “is to create a culture section of the site that not only highlights the employees, but their link to the community and philanthropic involvement.” This tactic will help you illustrate the character of your company, as well as the connection to the local area in one fell swoop.
There are plenty of ways to highlight company culture on your website, from employee interview videos to classic team photos. Just be sure that if culture is a main focus of your website, try to avoid using stock images whenever possible. Using imagery of your actual employees breathes an authenticity into your digital presence that can’t be matched by stock photos.
Redesigning your construction company’s website is an exciting process, but it can also be overwhelming. Strategy and goals often get lost in the shuffle when there are countless decisions to be made. By following the advice of Boston Interactive’s experts you’ll be sure to effectively blend your goals, strategies and messaging for a website that grows and strengthens your brand.