Common mistakes Construction, Engineering & Architecture (C.E.A) firms make on their website (and how to avoid them)!

It's no secret, C.E.A firms here in Aus are vital to our nations built environment, growth and infrastructure...

However, having researched a ton of Tier 3 websites (potentially borderline Tier 2) for a company I worked with to redesign and revamp their website, I noticed a few common themes where the smaller guys struggle to effectively showcase their work which impacts a business's ability to attract new clients.

In this article, I'm sharing some super common hiccups that many businesses seem to do (and this isn't limited to CEA firms), I'll share examples, some tips, and advice on how to improve your website that leaves customers engaged, while saving money.

Content mistakes

Lack of focus: Failing to define a clear target audience and message can lead to a disjointed website that confuses your potential customer and visitors.

• Example: You're an engineering company who provides a massive range of services, but you haven't identified your niche.
• Solution: Define a target audience and niche. If your business specialises in sustainable building practices, your website could focus on eco-friendly projects, showcase your awards and achievements in this area and of course share your relevant certifications.

Technical jargon: Overusing industry-specific terms (and this isn't just for your website, I see this in bids and tenders all the time) can alienate potential clients who may not be familiar with the terminology (granted its unlikely, decision makers can be across all levels of business).

• Example: Using terms like "structural analysis" or "geotechnical engineering" without explanation.
• Solution: Keep it simple, if your grandma can understand it, then you're good to go! For instance, instead of "structural analysis," explain it as "assessing the strength and stability of a building."

Neglecting the "About Us" page: This page is often overlooked, but it's a great opportunity to connect with potential clients on a personal level. Remember when you're submitting a tender, you never know who will come to your website. Your selling your people, skills, and value.

• Example: A generic "About Us" page that doesn't highlight your company's unique qualities and what your epic team bring to the table.
• Solution: Personalise your "About Us" page. Share stories about your team's experience, values, and commitment to client satisfaction. What makes your business stand out?

Poorly written content: Poorly written content can damage your company's credibility, and again this isn't just for your website, but bids, tenders/submissions, and all your brands' touchpoints.

• Example: Grammatical errors, typos, and inconsistent formatting (and please, for the love of the heavens do not capitalise each word in a sentence for your headers)

• Solution: Work with a business editorial consultant (hey... that's me!), who can review, edit and really level up your content. Additionally, get someone else in the team to review your content. When we spend hours working on the same message our brains often trick us, we see and read what we know it should be, not necessarily what is on the screen. A fresh set of eyes will help pick up any errors. Another tip I love - print it out and review it on paper! You'll spot way more errors this way...TRUST ME!

Weak hero text: Hero text is the main headline grabber or tagline that appears at the top of the homepage of your website. It's the first thing your new clients and visitors are going to see, which means, this is a crucial element in capturing attention and conveying your company's message!

• Example: Either no hero text, text that is too long, or overuse of power words in a short space.
• Solution: Get clear and concise with your hero text (5-8 words is ideal), pair it with an engaging clear image. As an example:

Duplicated and/or broken links: Links on your website are duplicated on the same page or close to one another, or links either do not connect to a page, or are linked to a different page.

• Example: You’re trying to showcase your projects across various sectors, but you show the same button for different sectors, or where they are not related. Another common mistake I’ve noticed is companies do not update their social media icons, they are either redirected back to Instagram, Wix, Shopify, not the company’s social media.

• Solution: Before publishing any updates and change to your site, ensure you have someone cast a fresh set of eyes over the site, allow all moving slides/objects to go through to ensure even the sneakiest duplication is identified.

Additionally, if you would like a quick website review please don’t hesitate to reach out to me, one of my favourite aspects of my job is reviewing existing content and providing suggestions for improvement. ?

Image Mistakes

Poor image selection: Using low-resolution, poorly lit images, or images that take away from y our logo making things hard to read can make your website look unprofessional.

• Example: Blurry or pixelated images of projects.
• Solution: Use high-resolution images that showcase your work in the best light. Check the recommended image dimensions for your website's back end, and resize images that will display best on your site. Additionally working with a professional photographer will provide you with a great library of high res images.

Too Many Images: Overloading your website with too many images can slow down loading times and make it difficult for visitors to navigate your site.

• Example: A cluttered website with too many images on each page. Just like a cluttered desk or home space, a cluttered website will leave people feeling stressed, anxious and they'll quickly lose interest.
• Solution: Use a limited number of high-quality images. Prioritise images or a clean clear video that highlight key features and benefits.

Lack of Image Optimisation: Large image files can significantly slow down your website's loading speed. This impacts your website in various ways, while also lowering your sites SEO.

• Example: Large image files that slow down website loading times (this is also on smart phones, tablets and desktops).
• Solution: Compress images and resize them to appropriate dimensions. Use tools like TinyPNG or Squoosh to optimise images.

Inconsistent Branding: Using inconsistent branding elements, such as fonts and colours that are not in your brands toolkit, will often leave website looking unprofessional and disorganised (again think cluttered workspace).

• Example: Using different fonts, colours, and logos throughout the website.
• Solution: Develop a consistent brand style guide and apply it to all visual elements. A strong brand identity will always be known instantly, even down to your EDMs.

Cost-saving tips

Use a Content Management system (CMS): Set up your website with user-friendly templates and tools that allow you to create and manage your website without extensive technical knowledge.

• Example: CMS platforms like: WordPress, Squarespace and Wix are fantastic options and are incredibly user friendly. With various price plans available you will be able to find the most cost effective CMS platform for your business. Keep in mind, these platforms may also have additional options that may be in a more expensive tier, or require additional plug ins, extensions that can quickly add up.
• Solution: These platforms offer user-friendly templates and tools to create and manage your website without extensive technical knowledge. When selecting the best platform for your website, be sure to clearly map out and plan what your sites purpose is, the requirements, and identify your companies needs vs wants. This forward planning can ensure that you are not spending unnecessary money on addons that are not needed.

Utilise free or affordable stock images: There are many websites that offer high-quality stock images for free or at a low cost. However, it is important to remember that your projects and work should be your primary images. Try to avoid over use of stock images on your site.

• Example: Pixabay, FreePik and Unsplash are all free sites where you can access high-res stock imagery. If you have an adobe account, Adobe Stock also provide fantastic images. Shutterstock is another great site for affordable images, with various price plans to suite any budget requirements
• Solution: These websites offer a vast library of high-quality images that can be used for free or at a low cost.

Create your own content: Instead of hiring a professional copywriter, consider writing your own content. This can save you money while still allowing you to showcase your expertise.

• Example: Write blog posts, case studies, and project descriptions.
• Solution: Share your expertise and insights to attract potential clients.

Outsource specific tasks: If you don't have the in-house skills or resources, consider outsourcing certain tasks, such as web design or SEO optimisation.

• Example: Hire a freelance designer or developer for specific projects.
• Solution: This can save time and money, especially for tasks that require specialised skills.

Monitor your website's performance: Regularly track your website's traffic, engagement, and conversion rates to identify areas for improvement.

• Example: Use Google Analytics to track website traffic, user behaviour, and conversions.
• Solution: Identify areas for improvement and make data-driven decisions to optimise your website, the infographic below shows 10 website analytic areas to monitor.

By avoiding these common mistakes and implementing these cost-saving tips, small to medium CEA company's in Australia can create a professional and effective website that attracts new clients and drives growth.

Additional suggestions to improve your website

• Focus on local SEO: Optimise your website for local search terms to attract clients in your specific region. Do some research on keywords, headlines that work, and be sure to maintain keyword consistency throughout your website and blogs.
• Leverage social media: Social media is a powerful tool when utilised properly. Know your target audience and find out which platform they are spending most of their time on. Your brands message and TOV needs to be consistent across each and every touch point, but still tailor and refine your social posts based on each platform.
• Partner with local businesses: Collaborate with other local businesses, such as architects, engineers, and contractors, to expand your reach and generate new leads. Also consider sponsoring your local sports teams to boost brand visibility.
• Stay up-to-date with industry trends: Keep on top of the latest trends and developments in the construction, engineering, and/or architecture industry to ensure that your business remains competitive. By stay up to date with industry trends, this allows you to further position yourself as a thought leader.

This isn't the be all or end all list, but by avoiding common mistakes, and making solution oriented change, your business can create a website that not only represents your brand but also helps you attract new clients and grow your business.

Want some help reviewing and editing your website? Shoot me a message and lets see what we can do!