MARKETING MATTERS
Web Wonders
MONICA PITTS
Know the marketing strategy of your online presence
By Monica Pitts
What makes a good paving website?
What makes or breaks any website can
apply to your paving website: you need
original content, a good design that re-
flects your brand and professional look-
ing images. Technically it should be
fast loading, display well on mobile and
utilize modern coding standards. But
what a paving website needs specifically
to knock it out of the park is: a built
out services section, a robust projects
section and a targeted careers section.
Let me explain what I mean by each of
those items.
A Built Out Services Section.
To properly build out a services sec-
tion you need a page for each of the ser-
vices your company provides. A page
for each of your services will give you a
better chance of ranking for each of the
keywords people use to search for those
services in Google.
On each one of your services pages
you’ll need more than just a bulleted
list. Add around 500 words of original
content describing the service and why
you do it better than your competition.
Include your contact information and
examples for the different types of busi-
nesses you work for most often. And
last but not least, include links to proj-
ects you’ve completed using this service.
Link those projects to pages in your ro-
bust projects section.
A Robust Projects Section
By robust I mean functional for you
and your team to easily add and update
projects, upload photos and easily for-
mat the information about each project
into a similar formate. Did I mention it
should be easy for you? I’ll say it again,
it shouldn’t be like learning another
language to update your projects, if it’s
difficult or time consuming you won’t
do it. And you need to add projects to
your site regularly.
By robust I mean easy to use for your
site visitors. Share your projects on your
site, not just in an attractive way, but
also a way that allows visitors to sort
through the projects and find the ones
that are most relevant to them. Start
with a page sharing photos and just a
very very brief project overview. Give
them only what they need to evaluate
if they want to learn more about the
project but don’t overwhelm them with
words - I’m talking project name, loca-
tion and type. Let visitors sort projects
by type, location or industry if applica-
ble. And let them click on individual
projects to learn more.
And last, by robust I mean each project
Continued on page 12
www.callape.com
[10]
1.800.210.5923