A lot of construction and home services companies have swung towards this modern design… and they think that because most people won’t read more than a couple paragraphs about their service (on their homepage or service pages) … that they don’t need to write that much.
Google needs that content! You can find ways to class it up by using show/hides, Q&As, or alternating text and images on the left and right, but you NEED to have at least 500+ words per key page on your site to rank.
- What do people need as info to do business with you?
- How can you answer any common questions they might have in an compelling way?
- Yes… what words will they be using to search for you… But always imagine someone in the room with you and TALK HUMAN. Just get to 500 words… 1,200 words + is ideal
Hey, how’s it going? It’s Tim Brown, and this is “Construction Wise,” and I am your construction company marketer. I’m ready to talk to you about why you need to have more words written on your homepage and your key service pages.
A lot of people swung in other direction, partly because we have this passion for simple design. That is legitimate. I think people want that Apple-esque or clean feel on their website, they want something that feels clean. And they know people don’t always read most of the content on their site. But, if you think that having a paragraph or a couple paragraphs on your homepage and your key service pages is enough, you would be wrong.
It’s not just for humans, but from the search engine or algorithim persepctive, it is an issue when there’s not enough words to describe what that page is about. And not enough evidence for what that page is about, for instance, Google’s algorithim. You need to figure out how to write content on your homepage and your key service pages, at least 500 words. I strongly suggest, if possible, 1200 words. I know this seems like a lot, but that’s why there are ways to create design conventions on your homepage and key service pages, so it doesn’t feel overwhelming to people. It’s okay if not everybody reads all that content.
For instance, you could alternate image, text, image, text – left, right, left, right. You can also use show/hides (accordion dropdowns to hide areas of test and allow the visitor to see more), or have a frequently asked questions section on each of your pages at the bottom. It’s not something where you need to overwhelm people right away, and I like that sparse up top. You do need content below, and you need a lot of it.
Here are a couple ways to get started writing that content, now that you know it’s important:
- What are the key pieces of information people need to know to do business with you? – Don’t assume that everybody that comes to your website knows everything about your already. Think about those key pieces of information that they need to do business with you. And, think about how you can answer any common questions that people often have during the sales process. Answer objections, answer anything that has to do with your competitors and why you’re better than them. Figure out how you can be useful to humans, but also how you can get to that 500, and ideally, 1200 word count. Think about humans and what kind of information they need to do business with you and any of their questions. Think about their common questions.
- Lastly, yes, you want to think about the words that people are using to Google to find you. So the variations, the synonyms, the related topics, you want to include there. But, you really do want to talk human. Imagine someone’s in the room with you, and you’re really describing your service and the information that they need to know.
Get to 500 words, and ideally get to 1200, you’re going to have a lot easier time getting ranked on Google, and that is important. I hope you guys have a great day and join us next time for the next episode of “Construction Wise.”