Creating a positive image for your company is essential for a number of reasons. Everything from bringing in new customers to retaining old customers and meeting your revenue goals depends on your construction company’s image. If your company has a negative public image or no image at all, it’s more likely to be passed over in favor of construction companies that have a well-established, positive reputation in the community. So how do you build a positive image for your construction company? This may sound like a daunting task, but it’s easily achievable if you break it down into different steps.
Create a Clean Website
In today’s digital era, most potential customers will make first-contact with your business via your website instead of stopping by your brick-and-mortar location. You can make sure that they love what they find by investing in your website’s design. The key is having a crisp, clear website. Your site needs to be easy to navigate since not all of your customers will be tech-savvy. Include vitals about your business, like your hours of operation, your location, and plenty of call-to-actions like pricing request forms and click-to-call phone numbers.
To be found online, you should structure your website for both human eyes as well as search engines like Google. That means writing helpful, fresh, and keyword-rich content for the types of searches you want to show up for. Your website is most likely to get the kind of attention you’re looking for if it ranks on the first page of search results. The better your SEO strategy, the more likely you are to appear as one of the first results.
Earn Positive Reviews
Having a positive reputation is key to a business’ success. Never underestimate the power of good (and bad) reviews. Platforms like Yelp, Google, and Angie’s List provide a public forum where your clients can share their personal experience with your business. Not every customer will hop online to share their reviews, so we recommend encouraging your clients to do so. The more positive reviews a potential customer sees, the more likely they are to form a good first impression of your construction company and choose you for future work.
Reduce Your Footprint
Building a positive image for your company isn’t all about marketing. Customers will quickly be able to detect if your reputation is genuine or if it’s just built on marketing. In today’s eco-conscious world, potential clients want to know that your business practices are environmentally-friendly with steps to reducing your carbon footprint, as well as that of your clients.
Featuring eco-friendly equipment is a great place to start. For example, a bottom dump hopper leaves a smaller footprint than others. Demonstrating how your company is decreasing its carbon footprint and increasing sustainability is a great way to build a positive reputation among your clients.
Respond to Complaints
Construction companies that have a reputation for taking customer concerns seriously and resolving them promptly tend to have better reputations than companies that don’t. It’s reassuring for potential clients to see that you’re committed to doing a job well-done and fixing anything that was initially done incorrectly. This is especially important in the construction industry, where clients are investing a huge amount of money into building projects; they understandably want to feel like they’re getting their money’s worth!
Understand Your Audience
Every construction business has a target audience. If you’re unsure who your audience is, you can ask yourself a few questions to narrow it down. Start with the basics. Think about what kind of clients you usually serve: residential, commercial, or both? Does most of your business come from a certain geographic area, or is it widely spread out?
For the best results, all of the content on your website and your social media posts should be tailored toward your target audience. Doing so will make sure your message is heard by the right people at the right time during the sales process.
Empower Your Employees
Some of your most powerful brand advocates come from within your construction company: your employees. When your employees and contractors love working for your company, they’re more likely to have positive interactions with your existing clients and prospective clients. They’re also more likely to make business referrals from their personal networks.
Unhappy employees, on the other hand, can have the opposite effect of satisfied staff members. They may voice complaints to clients, stop calling back sales leads, and perform poor-quality work on construction sites. This will immediately become apparent to your clients and potentially lead to negative online reviews. This is why it’s so important to include your entire organization, not just your marketing team. when building a positive image for your construction company.
Start a Blog
In the past, blogs were more akin to electronic diaries than marketing tools, but a lot has changed since them. Nowadays, having a company blog is an essential piece of an effective marketing strategy. Blogs are a low-cost way to stay in contact with previous clients as well as reach new audiences. Plus, sharing free content with your clients, including helpful listicles, how-to guides, newsletters, and DIY articles, demonstrates that your company sees your clients as real people instead of just potential sales.
There’s also a very practical reason to run a blog from an SEO perspective. The more often your website’s content is updated, the more likely it is to appear on the first page of search results. Updating monthly or weekly blog posts is a great way to ensure your website stays relevant and competitive.
Prioritize Customer Retention
Bringing in new customers is great, but retaining your existing clients is even better. Did you know that the cost of acquiring a new customer is up to seven times more expensive than getting new business from an existing customer? Construction companies with positive images have high customer retention rates because they love the service and are loyal to the company.
Creating a positive image for your construction company doesn’t have to be difficult. In fact, it can be a fun and exciting opportunity to craft your company’s brand and bring in new business. Plus, having a good reputation in the construction industry will lead to clients who are proud to do business with you!