Top 5 Mistakes Construction Dealerships Make with Their Websites
Construction dealerships websites are a tool, just like your fleet of construction equipment. And just like your fleet, your website is useless if it’s just sitting around doing nothing. All too often, construction dealerships make simple mistakes that – when corrected – can turn websites into lead and customer generating machines. So let’s take a little walk around your website, to be sure you aren’t making any of these common mistakes:
#1: You make it hard to contact you.
You can’t sell anything if you don’t talk to people. So give ‘em your phone number, front and center where they don’t have to hunt it down. And give ‘em your email address – not that generic (and supremely annoying) “info@…” address, but real emails that go to real people, so folks can get their questions answered fastest, by the right expert.
#2: Your people are missing.
Yes, you sell equipment. Parts and service, too. But people buy from people, and your prospective customers want to know who you are. Seeing the faces associated with your business makes you more real. More personal. It reinforces the credibility and approachability of your sales, financing and service staff.
That’s important because personal relationships that drive customer loyalty, not just a great purchase price or convenient service hours. Make the most of this opportunity by using candid, real-life photos of your people – at their desk, in the shop, in the cab of your latest acquisition.
#3: Too much text.
Information is important, but a sea of type is off-putting. Your content may be great, but if it’s too long, people will click away rather than reading it. They’ve dis-engaged rather than engaging with you. If you have that much to say, create a whitepaper or an eBook, and offer it as premium content via your website or blog. But keep your construction dealerships web pages short and to-the-point.
Add visual appeal to your text by using short paragraphs, lots of bold sub-headings and bulleted lists of features or benefits. That makes it easy for skimmers to quickly capture your key points and know if they want to delve deeper.
#4: You’re perceived as nosy.
Study after study has shown that the less personal information you request from prospects, the more likely they are to connect with you. Of course your sales team wants all the juicy details, but start small – limiting your top-of-the-sales-funnel contact forms to just a name and email address. You can work up to more as you nurture that lead and build a trusting relationship with them.
#5: Your website isn’t mobile-friendly.
Did you just say “on, brother” under your breath? Think again. Who is more mobile than folks in the construction industry – your customers? They’re using their smartphone, or maybe even a tablet, to look up your contact information or parts desk hours and also to search for details about a possible new piece of equipment.
If your website is a visual nightmare on their small screen, you’re wasting their time. That’s tough on your reputation, and it subtly tells them you’re out of date. Better to call someone else. On the other hand, a website that’s easy to navigate via the small screen will make you plenty of new friends. It could be the start of a beautiful relationship.
Don’t wait to make improvements.
It doesn’t matter how small construction dealerships are, they won’t get any bigger – or more highly respected – if their website is sub-par. So if it’s time for a makeover, get to it. Look at your website through your customers’ eyes, and make the changes necessary to give them what they want – a site that’s visually pleasing, packed with valuable, easy-to-find information and populated with engaging people – your people.
And remember your website needs regular maintenance, to keep it in tip-top operating condition. Tweaking and improving as you go demands less time and helps keep your website up to date and fresh looking, too.