For construction companies, the internet is a powerful tool for growth. Using a combination of original content, an integrated CRM platform and a results-focused strategy, we can transform your website into 24/7 lead generating machine. In this blog, you’ll learn 5 of the most impactful ways to improve your website’s conversion rates.

#1: Create a blog

The simplest way to generate leads from your website is by having a blog on it where you publish helpful and engaging content regularly. For some companies, the majority of their conversion happens from people reading what they post on their blogs or checking out their latest videos.

#2: Use Video Marketing

Use video marketing campaigns to show the quality of your work, your team and your dedication to getting the job done right. Video marketing has become one of the most effective ways to not only reach more potential buyers but also close them faster with higher quality prospects: in fact, Live Action’s recent study found that “63% of customers said they were likely or very likely to buy after watching an online video.” Adding short videos about your projects onto your site can help increase site traffic as well as conversions rates while making your company appear more trustworthy and knowledgeable.

It’s not just about reaching prospects who are looking for services like yours; it’s about creating a meaningful connection with your best fit prospects by giving them the right information, at the right time, in the right way. It can feel like a daunting task but like any big construction project, breaking it down into small steps is the key to sustainable growth.

#3: Email Marketing and Automation

Using an integrated CRM Platform like HubSpot is essential to organizing your contacts and creating personalized marketing based on their interests and website viewing behaviors. HubSpot allows you to create and send targeted email campaigns that will not only be more effective, but also save you time.

There are other advantages of using HubSpot’s CRM platform as well:

-Better account management capabilities with the ability to assign leads or accounts to your team members for follow up. By automating this process, your sales team is able to respond faster and more accurately.

-Integrated lead scoring and website optimization tools give you the ability to more easily track which leads are most interested in your company’s products or services. This saves time by allowing sales personnel to spend less time on uninterested prospects, and more time with those who want solutions that you offer.

-Gain insights into what is working and what is most impactful to your customers.Use those insights to create an even better customer experience for current customers as well as future potential ones.

#4: Use S.M.A.R.T. Goals to Align Marketing and Sales Initiatives

At Mellowest, we use a S.M.A.R.T. goal setting framework to help our customers drive scaleable growth. Here’s the gist:

-S.M.A.R.T.: Specific, Measurable, Achievable, Relevant and Timely

Specific: The goal should be specific so that the team knows exactly what they are trying to accomplish and how it will benefit them in both the short term (ease of execution) as well as long term (scaleable). For example: “Increase web leads by 50% over previous year” or “Double sales revenue from new product line.”

Measurable: Make sure you can accurately measure your goal so everyone knows what success looks like! Without measuring progress against things that are quantifiable and objective, there’s no way to see whether our efforts are contributing to the success or failure of the SMART goal we set.

For example: “Decrease web lead contact form abandonment rate by 20%.”

Achievable: Set goals that are achievable for your team. Not setting ambitious enough goals is just as bad as not being able to measure progress! For example, if you only have a budget of $1000 to spend on marketing and we set the goal at $25k in revenue increase from new product line but we haven’t even sold one yet – it’s going to be hard to make an accurate prediction!

Relevant: Ensure that the goal is relevant and meaningful so that teams will want to work towards achieving it. If the goal isn’t important or interesting then people won’t really care about working towards it with any fervor (and it’ll be a lot harder to measure progress).

Time-bound: Goals should have an explicit end date or timeframe. If you don’t set the time limit, then people won’t know when they’re done and will lose momentum in their work. For example, if we only say “increase web leads” without setting any other goals specifically related to web leads – it’s going to be hard for anyone on our team (or outside of) to tell how well that goal is being met.

Measurable: Make sure you can accurately measure your goal so everyone knows what success looks like! Without measuring progress against things that are quantifiable and objective, there’s no way to see whether our efforts are contributing to the success or failure of the SMART goal we set.

#5: Evolve Your Process

Building an inbound marketing engine can seem like a dauting task; but the truth is, the key is to get started, and keep creating. A/B Testing, data insights and social engagement provide an analytical way to understand what your audience is responding to most. Keep testing, keep refining, and keep creating! In a matter of months, you’ll have built your own 24/7 lead generating machine.