The Biggest Mistake You’re Making with Your Building Materials Website
Mark Mitchell
Building Materials Sales and Marketing Growth Consultant. Win and keep more customers to grow your sales
Who is your company’s website designed for?
I bet you answered, “Our customers.”
That’s probably what you intended, but if I took a look at your site, I’m willing to bet I’d come up with a different answer.
Getting Your Message Across Immediately
The problem with many building material companies is that they create the website they want to see instead of creating the website their customers need.
What do your customers need from your website? The specifics vary, of course, but every single one of your customers needs a website that tells them what you do and tells them why they should care.
And it can’t be buried at the bottom of your landing page. It can’t be the third thing they read on your homepage, either. It has to be the very first thing they see when your webpage loads.
The opening copy of your page (and the images you use along with it), should very clearly tell visitors:
- Who you are
- What you do
- Who you do it for
- What kinds of benefits you provide or what kind of problems you solve
Messaging for the Wrong Customer
When you review your homepage, remember that it should not be designed first and foremost for your existing customers.
Your existing customers can look for the specific information they need. They’ll take a minute to click around and find what they need. They don’t need to be convinced that your website is for them – they know exactly why they’re there.
Your homepage should be designed, instead, to speak to new customers.
If someone who doesn’t know your company clicks on your page and looks at it for five seconds, do they know what you do? Do they know what kind of people benefit from your product? Are they able to tell what sort of problem your product solves?
If not, you’ve probably lost a sale.
There are two other common mistakes building material companies make – and yes, it’s costing them sales. Check out my full blog post to find out what they are.
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GM, NRG Insulated Block; Founder, RealStraw.com, GreenYellowRed.org (Alcohol Training Awareness Program)
6 年I'll just say this about Mark Mitchell. Anybody who doesn't read him is a dope. After reading his online posts, I bought his book. After reading his book, I hired him as a consultant. This past month, 10 months after tweaking our website (which still has a long way to go), we had 5600 website visits from over 2600 unique visitors. (Shhh.... Don't tell our competition.)