Are You Speaking Your Customer's Language?

Are You Speaking Your Customer's Language?

So you’ve got a new website for your building business. That’s the first step.  Now you need to make sure people are actually seeing it.  

If not it’s like having a beautiful shop on a quiet country street. All the work you put into designing it will be worth nothing if people aren’t aware it’s there.  

How can you let potential customers know about your website and turn your website into a powerful lead generating tool?  In this blog, I’ll share with you six things you can do to increase the traffic to your website.

1. Content!

Search engines like Google, Bing etc. are very good at recognising good content. So make sure you only put high quality photos and information on your site in order for it to show up in search results.

2. Speak Your Customer's Language

What questions are potential customers asking?  What problems are they facing?  What frustrations do they have with other building companies they’ve used?  Think about what your potential customers will type into a search box and include these words in your website and blogs.

Another option is to type a search into Google and scroll to the bottom.  There you’ll find a list of related topics or search queries.  For example you might type into Google, “Building a new home”.  When you scroll to the bottom the similar searches displayed are: “Steps to building a house in nz”, “how much to build a house in nz”, “building process step by step”.  

All of these tips will ensure you are hitting the nail on the head when it comes to speaking your customer’s language.  You can use this information to tailor the content on your website and to create relevant blogs that answer your customer’s questions.

3. Keywords with Google Adwords

Keywords are the words and phrases that define what your content is about.  These keywords are triggered when a person types a query into a search engine, like google, to find a website that matches what they’re looking for.

Researching keywords using Google's Keyword Planner tool is a good way to find out what people are searching.  This also shows you the estimated search traffic.

4. Optimise Your Titles

Use interesting titles and headings that include your keywords.  Google identifies titles and references these in search results.  For example, “Five benefits of building a new home in Queenstown over winter”.  So be sure to put some careful thought into a captivating title or heading that includes your keywords.

5. Descriptions

Descriptions are what potential customers will see in the results page of their search.  If your description is interesting and sells you’ll get a high click through rate. This is what motivates someone to actually click through to your website.  Make sure each page on your website has a unique description about 150-160 characters and include keywords that are socially catchy.

6. Readability

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Make it appealing.  Ensure you write in small paragraphs rather than one large chunk of text. Use headings with H1 and H2 headings to allow for skim reading. Give some thought to readability and customer experience.  For example, using white text with a black background is hard on the eyes and difficult to read.  Instead use crisp clean text that will ensure your website is user friendly.  Don’t forget to ensure your menu and pages are easy and clear to navigate.  

By following these six steps you will: help potential customers find your website, motivate them to click through to your website and ensure your readers have a positive user friendly experience.

All of these steps are essential when creating a powerful lead generating website for your building business.

Stay tuned for more helpful tips.  If you’d like help with the online marketing of your building business or creating a lead generating website, contact us.

For help in growing your building business and taking it to the next level you’ll find some more helpful and free articles over at