You’ve got a great construction company. You do great work. You’ve done a great job of creating some awareness for your construction company and your work. How can you now create some interest in your company? The key getting people’s interest is to create value, establish your brand as an authority, and offer something to people.
Creating Value
People will not be interested in your company if they do not see the value in it. You may know that your company is valuable, but how you communicate that to them is going to make all the difference in how people perceive the value of your construction company. There is certainly an intrinsic value in being able to provide a service to somebody. If that were all it took though, people would call you just by mere fact that you’ve started a business. The trick to creating value is in showing people how your company is more valuable than the other construction companies you are competing with. What can you do to give yourself added value?
Have An Impressive Website
How you present yourself online will reflect in how people perceive you and the value of your website. So much of the way people think and act is based on perceptions that they have which may or may not align with reality. The way your website looks and feels will heavily influence the way that people perceive your company. What does it say about your construction company if your website is poorly designed? It says a lot of things, and most of them are not things you’d want to say to your clientele. What will make your website add value to your company is not just what it says, but also the way it makes people feel. You can make your website go a long way for you by targeting people’s emotions.
The reason targeting people’s emotions works so well is because the way people usually decide is “with their gut.” This is just a metaphor for “with their emotions.” Some emotions that you may want to target are excitement for the construction project they want done, inspiration, and being nurtured or like they will be taken care of. If you make people feel that your company is the best it will do much more to bring in business than just telling them.
Establishing Your Brand As An Authority
People want to work with an authority. They don’t want just an amateur contractor to come in and do the job. They want a professional to come in and do the job right. The way people distinguish amateurs from professionals is the authority that any given company may have in the field. There are a few ways people discern authorities from amateurs.
- Salutations
- Salutations are who you’ve worked with. What projects have you done that not only show good work, but were for people who already have authority. They don’t necessarily need to be people who also work in construction that you’ve worked with. Just people who have some name recognition in general. If you built a new facility for Google, that’s something people will take notice of. Obviously landing a job that big is difficult and you may not have quite that kind of job in your portfolio. Take some time to think about the jobs you’ve done and which ones are going to have the most clout. Then leverage those jobs on your website by showing you’ve done good work for them, and asking them to approve a good review you can use.
- Portfolio
- Stability
People are going to want to see the work you’ve done. Having a solid portfolio is going to give your company more authority than if your portfolio looks thrown together and sloppy. Imagine having a potential employee give you a tattered, unorganized resume versus a resume that is clean and well put together. All other things being equal you’d hire the guy with the resume that was well organized and looked nice. Your portfolio is the same way. It needs to be presented in a way that reflects the quality of your work. Having a good showcase online that is easy to navigate and inviting to look through will show people that you care about your work, on the job, and off the job.
Showing that you’ve been around for a while shows that you will probably continue to be around. People want to work with someone who is stable within the industry. Lots of companies come and go. Seventy percent of companies that go out of business fail within the first year. This makes people wary of newer companies. Don’t let this discourage you if you’re a newer business though. You can use personal stability to show that you’ve got a great team that will be around for a long time to come. If people know that you came from a strong background they will have more faith in the future of the company.
Offer Something To People
There are many things you can offer to people. Besides offering a free giveaway like we talked about in our previous blog, you can simply offer knowledge, perspective, or consultations. Having something of value on your website that people can take away will make you stick out in their mind. By giving them some of your expertise you say to them “We know so well what we’re doing that we’ll teach you.” Imagine your contractor website has designed a rather extensive guide to decking. People who are do it yourself oriented may take the time and energy to build their own deck, inspired by your guide. Then down the line when they get to a project they don’t have the tools or expertise to build, your company will be in their mind. Some less ambitious people may begin reading the guide and realize they don’t have the time to get a deck built. They will also realize that you do and you will be first on their list of contractors to call.
Get Creative In How You Build Interest
This list is by no means comprehensive. There are many more things you can do to create interest in your construction company. Getting creative with how you stir up interest will yield double because people like to see something creative. Even taking a creative approach to some of the tips in this blog will show people that your company is something a little different from the rest. Standing out from the crowd is the surest way to create interest. How will you stand out?
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