Content Length and SEO Impact: Blog by an SEO Consultancy for Construction Companies
If you’re running a construction business, you’ve probably wondered how much content you actually need on your website’s landing page. It might seem like a simple question, but getting it right can make a huge difference. It’s all about striking the right balance between information and readability. Too little, and your potential clients might turn away. Too much, and they could get bogged down trying to find the information they need. When it comes to Construction businesses SEO, knowing what to put on your landing page can feel a bit like constructing a building itself – you need the right blueprint.
The key is to ensure your content is clear, concise, and relevant to your audience’s needs. In the past, many construction companies have flooded their landing pages with big chunks of text, thinking it added value. However, what you really need is targeted, engaging content that answers visitors’ questions quickly and efficiently. This post will explore what that looks like and give you the tools to assess your own website’s content needs.
Understanding Your Audience
The first step towards creating an effective landing page is understanding who your audience is. Are you targeting contractors, property developers, or businesses looking for commercial construction? Each audience has different needs. When you know who you’re talking to, you can tailor your content to answer their specific questions. Think about their pain points – do they want to know about your company’s experience, project timelines, or budget estimates? Address those directly.
Ensure Essential Information is Present
For a construction business, certain information should be front and centre. Visitors will want to know who you are, what services you offer, and where you’re located. Make sure this information is easy to find and straightforward. Essential information like your contact details, a small section describing your core services, and case studies or testimonials should be visible without the need for your visitors to dig too deep.
Crafting Compelling Copy
While being concise is key, you don’t want your content to be dull. Engage your audience with compelling copy that reflects your brand’s voice and expertise. Use real examples of past projects and the benefits your clients received from working with you. Forget industry jargon; write as if you’re having a chat with a mate. Your message should be understandable to everyone, regardless of their industry knowledge.
Visuals and Their Importance
In the construction industry, images can be worth a thousand words. High-quality visuals of completed projects or ongoing work can speak volumes about your capabilities. Using headings, videos or gifs can also help to break down complex processes into digestible bits. Your landing page shouldn’t just be a wall of text. Mix up your media to keep it engaging and cover all your bases.
Finding the Right Word Count
So, how many words should you be aiming for? Well, there’s no one-size-fits-all answer. However, most successful construction business landing pages feature between 400 and 800 words. This range allows you to provide enough detail to showcase your services and expertise, while still being concise. Keep paragraphs short. This makes your content easier to scan, especially on mobile devices.
Focus on Quality Over Quantity
It’s tempting to go for a higher word count, thinking more equals better. However, quality trumps quantity. Every sentence, every word should serve a purpose. If it’s not adding value, cut it out. Review your content regularly to refine and update it. Over time, as your business grows, your content should evolve as well to reflect new offerings or changes in the market.
Utilising Data and Analytics
Looking at how your current pages are performing gives you insight into what’s working and what’s not. Use analytics tools to see which pages have high bounce rates or low engagement. If a page isn’t performing, look at both the content and the UX design. Is it clear? Is it answering questions your audience has? Based on this, make informed adjustments to your content strategy.
Conclusion
Creating effective content for your construction business’s website landing page can seem daunting at first. However, remembering the fundamentals—knowing your audience, crafting compelling content, and using visual aids—will guide you in the right direction. Collecting data on performance and continually refining your content ensure that your landing page remains a powerful tool in converting visitors into clients.
For those seeking comprehensive guidance, explore our SEO management for Construction businesses for tailored strategies to enhance your reach.
