Marketing for Contractors: Website Design and Best Practices

When facilities managers want to find a contractor, the first place they turn to is the web. The sophistication of internet services and the complexities of the facility managers’ jobs are growing at exponential rates. This means that commercial contractors looking to get their messages out into the field must make savvy decisions. The best way to do this is to design an efficient website.

5 Tips for Building Successful Contractor Websites

Design to be Identified.
Identity is the most important component of a contractor’s website. A potential client must be able to view a commercial contractor’s website and understand immediately who they are and what they do.

Analysts estimate that a user will spend five seconds absorbing a website before judging whether to continue browsing or go elsewhere. In those five seconds, the contractor’s logo must be clearly visible. The contractor’s mission statement must also be prominently and clearly displayed; boiling down a company’s mission to its core elements makes it easy for users to quickly scan and evaluate the site’s usefulness.

It is also important that contractors maintain a distinct “About Us” section. If a website leaves potential clients to guess about the contractor’s services and expertise, chances are they will look elsewhere to find a contractor they can be sure meets their needs. To this end, contact information should also be easily accessible.

Make Your Website Accessible.
Once commercial contractors are sure of their message, they should make sure that their website is viewable to as many people as possible. Accessibility issues can keep even the clearest message from being delivered to a potential client. For instance, a website’s loading time should be minimal so it’s best to avoid overloading on large graphics and videos.

In terms of design, font size and spacing should be adjusted to make web pages comfortable to read. The level of contrast between the text and background should also be such that readers will not have to strain their eyes. Because monitors vary widely, it is best for contractors to keep the contrast high; old-fashioned white on black is perfectly inviting.

Simplify Site Navigation.
The best site messaging in the world doesn’t matter if navigating through it is confusing. Navigation and links should be consistent and easy to identify: “home” always means home. By this time, most users expect logos to link back to the home page, so contractors would do well to implement this design feature.

The number of buttons and links on the home page should also be kept reasonable. Too many choices will overwhelm potential clients and lead them to question contractors’ competency and adeptness to explaining their business.

Publish Only the Best Content.
A website is only as engaging as the content it provides. Headings should establish a hierarchy of information and to make browsing easier. Contractors should remember to place the most important content in the top section of the page that is visible without scrolling (“above the fold”). All text should be concise.

Get Exposure Through Smart ROIs.
A facilities manager will easily find a contractor whose site is listed in high-traffic places. As the world’s most popular search engine, Google is an important target for contractors. Google Analytics, a free service, helps contractors monitor site statistics worldwide and Google AdWords provides cost-effective advertisement by offering contractors the option of purchasing keywords used in the search engine based on their chosen daily budget.

Once you’ve built a useful website, it’s important to market it. One of the most useful marketing tools available to contractors who want to maintain a competitive edge in the digital age is a high quality contractor directory like fixxbook. Listing your website and services on a commercial contractor directory like fixxbook can provide a platform for both facilities managers and contractors to make successful partnerships and make a big impact on lead generation. Find out more in our How it Works section.

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