Building a website for general contractors is an exciting endeavor due to the extraordinary amount of potential keywords that can be used. When properly optimized, the amount of potential business is almost unlimited. Those who make the effort to create keyword rich educational content will be rewarded.

Where to start

There are 3 primary considerations

1. Keywords

2. Capabilities

3. Geographic Area

A general contractors’ first needs are to determine the keywords that relate to their area of specialization and the kind of business that is profitable. For example, general contractors could specialize in remodeling high end condos, lofts and townhouses in an urban market. Another might focus on luxury homes in the suburbs or office renovations or retail store build outs.

Each specialization has their own unique keywords to target. Though a general contractors’ website can make a handyman look like a big developer, it’s critical to target markets based on capabilities. One of the great things about online marketing is that general contractors’ can reach markets and develop niche markets that never otherwise would have been possible.

After choosing keywords to target, the next step is run economic feasibility studies based on capabilities. The results of an economic analysis of a target market will help determine the geographic market area to focus. General contractors who specialize in remodeling $5 million dollar luxury homes will need a broader geographic target than general contractors who remodels $300,000 homes.

It does get a bit tricky at this point determining how to attack a market. The easiest way to get a perspective on how to move forward is to lay out the keywords and geographic town or state names on a spread sheet. This step will provide a vantage point to determine how much content the general contractors’ website will need. The more keywords and content built into the site, the broader the amount of potential customers will be reached. It’s worth the research and expense to build out an extensive site considering that 1 project produced from the website will cover the investment many times over.

Content Creation For A General Contractors Website

Before building out the general contractors’ website and considering the design, the next step is to create the content of the website. Start the content by laying out the targeted keywords and relevant long tail keywords first. It’s ideal to write 500 words or more per page using the targeted keyword 2-3 times per 100 words. A simple solution to creating quality content is to lay out the keywords on a page along with 8 relevant long tail keyword sub categories. Then write 60 words for each category totaling about 500 words. This simple strategy will enable writing that stays on task while creating relevance through the article.

It’s also advisable to choose photographs before writing that will help support the general contractors’ content. It can be a challenge and time consuming to find the right photos to use after writing, then it is to choose them first. This step will save you time and improve the quality and relevance of your content. Since you will want to tag your photographs with keywords, choosing photos relevant to your keywords will enhance your search engine optimization.

In Site Link Building For General Contractors

This is a step to consider before writing your content. You will want to create links from page to page based on relevance by creating text links. Think of this step like building a house with hallways that lead room to room. You wouldn’t want to end up having to go from your kitchen to den via the bathroom. Link building is the same thing. Build your site architecture first, then create content with links from page to page based on keyword relevance.

Website Design For General Contractors

A website for general contractors should have visual appeal especially on the top half of each page. Each page needs to have a clear message relevant to the keywords being optimized for that page. If possible use photographs at the top, middle and bottom of each page. When a site visitor lands on the page, they should see photos enticing them to scroll down the page. The more time spent on each page the higher the conversion, repeat visits and word of mouth marketing. By following this strategy from page to page, you will increase the stick time of a visitor. Make phone numbers, contact us links and forms easily available, with calls to action increasing conversion of visits to a lead and sale.

Link Building For General Contractors

By following the strategies laid out here for a general contractors website, the foundation has been created for developing a local or regional brand. However, even with great content, perfect use of keywords and in site link building, it will not rank on the search engines by itself.

Once the site has been launched, an ongoing marketing effort for obtaining links from other sites will help drive the pages of the site to the top of the search engine results. It doesn’t take a lot to get to the top of a search result in local markets since the competition is not that fierce. But obtaining links the right way matters. Effective link building is a skill that requires ongoing efforts. Article submissions to article directories, press release sites, Web 2.0 sites, relevant forums and blogs using text links to each web page is extremely effective.

Since the search engines rank web pages, not web sites, the key is to use text links that correspond to pages based on keyword relevance. An example is a text link like “tile contractor” that links to a page on the site where the keyword “Tile contractor” is optimized rather than the home page where the term “general contractors” is optimized. The more relevant the text link, the better chance the search engines will view a site as a valuable source of information. Ultimately, the better the content and more relevant the links, the better a site will rank and the more business will come in.

There are many web site providers for general contractors starting at very low rates boasting tremendous visibility and performance. Don’t be misled into believing that any website will produce a fortune in new business. If looking for a web site with a strategy that delivers results, versus an online business card that nobody will find is your goal, do your due diligence first. There is business coming from online searches for general contractors in all price ranges nationwide in every geographic market, including projects well over $1 million dollars. If you want an online marketing strategy that produces profitable results, do your due diligence first and understand what the process is before jumping in.


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