Ten Ideas for Creating Engaging Website Content
By Damon Burton, Construction Executive
The competitive space of construction-related websites dictates that businesses must continually generate engaging, professional content. Google ranks websites based on their credibility in the industry. Showcasing knowledge to build that credibility can position businesses as an authority in their trade—and it can be done by delivering high-quality content on a regular basis.
What’s the next step? Sit down and start generating content. And if fresh ideas for content are lacking, here are a few to get writers going in the right direction.
1. SHOWCASE SUCCESS STORIES
Share interviews with happy customers. Highlight construction projects with lively descriptions and vivid images. These real-life examples will boost credibility in the eyes of potential customers.
2. WELCOME FEEDBACK
Ask for readers’ help. Is there a problem to solve? A choice between two options? Ask the audience to weigh in with their preferences. Crowdsourcing is a great way to get customer feedback and keep people engaged.
3. CONNECT WITH READERS
When a reader can relate to content, they’ll be more likely to patronize that business. If a company’s area of expertise is walls and windows, talk about flashing. An expert in zoning can talk about various permitting processes. The name of the game here is authenticity. Share life experiences or lessons. Talk about struggles the company may have had and how they overcame those struggles. If potential customers feel a kinship in what they read, they are likely to be among the most loyal customers.
4. INTRODUCE NEW PRODUCTS OR SERVICES
Send out a press release or write a blog about the company’s latest offerings. Has staff changed? Has there been a recent completion of a brag-worthy project? Has the company won any awards? Is the company offering any discounts or promotions? All of this information makes for good content.
5. PRESENT SOLUTIONS
Consider challenges in the building and contracting industries. As these problems are presented, readers will be able to relate because they have probably experienced frustration as a result of these issues as well. Next, offer a solution. All of the right answers aren’t needed, but the ability to cast old problems in a new light and innovate solutions will be attractive to potential customers.
6. REFERENCE INDUSTRY “GREATS”
Think of venerable figures in building and contracting and share some of their stories or tips for success. By aligning with leaders in the construction industry, business owners improve their credibility.
7. STAY CURRENT
Track the latest trends in the construction industry. Reference articles and research and share opinions.
8. THINK AHEAD FOR CONTENT TOPICS
Try making a content calendar ahead of time. For example, plan four weeks of topics at the beginning of each month. That way it is easier to knock out four topics in one sitting instead of struggling every Friday to get into writer mode. Additionally, the wheel doesn’t have to be reinvented. Repurpose old content, but make sure to repurpose only the good stuff. If Google Analytics shows that a past article fell flat, don’t throw it out altogether. Give it a new twist or greater depth in a subsequent version. Sometimes a slight tweak is all that is needed.
9. MAKE A LIST
Top 10 lists are popular for a reason. Give people helpful lists to reference—lists can include tips, websites or gorgeous new construction projects. Lists are simple to read and resonate well with readers.
10. PUT SOCIAL MEDIA TO WORK
Companies have to jump on the social media bandwagon. Use platforms such as Facebook, Instagram and Twitter to encourage discussions, share humor, post images, introduce new products and services, and more. Social media keeps a community of potential leads engaged.
Maintaining a strong online presence is not a one-and-done pursuit. It’s imperative to keep quality content flowing to achieve top search engine rankings and increase sales.