flexiblefullpage -
Currently Reading

Websites Done Right

Advertisement
billboard -
Business

Websites Done Right

3 essentials for an effective custom builder website that engages prospects and generates leads


By Kaitlin Schuler, Contributing Editor April 4, 2022
KLH website homepage
Attention-grabbing websites pair effective visuals with user-friendly navigation options to keep prospective clients engaged. (Photo: Courtesy KLH Designs)
This article first appeared in the CB Spring 2022 issue of Custom Builder.

“Effective” is one of those words that can have a vastly different meaning depending on context. When it comes to a custom builder’s website, one thing is abundantly clear: A website is effective if it helps generate leads and bring in new clients.

Consumers today will often peruse a company’s website before deciding whether to do business with a firm, making your website the first point of contact for prospective clients. “Before, potential clients would come into initial meetings pretty much ignorant about who we are and what we do,” says Anna Rudolph Pressma, director of marketing at award-winning custom home firm Tongue & Groove Design + Build, in Wilmington, N.C. “Now, those same potential clients come into initial meetings knowing a significant amount about our company. In a sense, our website allows clients and potential clients to do their homework about us before they ever set foot in our office.”

Here are three key tips for making that first online impression with prospects a successful one.

1. Make Eye-Catching Visuals the Main Attraction

Prospective clients want, and need, to see your work, and shots you’ve snapped on your phone just aren’t going to cut it.

“Your web content should walk the walk and talk the talk,” Pressma says. “You want your content to speak to clients logistically and emotionally because building a custom home is highly personal; it’s an emotional process for clients because you’re bringing their dream to life.”

You should schedule professional photography or video shoots of finished projects to feature on your site, but also consider capturing images and video throughout a project’s construction, if doing so is in your budget, to give prospects a glimpse of the process. Tongue & Groove’s website features both high-resolution, professional images and video footage of their work right on the homepage.

“I do foresee an influx in videography so custom builder websites can have the most impact,” Pressma adds. “If you think about it, the maj­ority of content we consume these days is video-based. Your website should take advantage of that: less written copy, more visuals. Professional videography is an investment, but done correctly, the returns can be tenfold.”

Additionally, keeping a website’s design clean and simple allows images to speak for themselves. KLH Custom Homes, in Kalamazoo, Mich., does this beautifully, using a single video, a few static images, and minimal, to-the-point language on its homepage and throughout the site.

 

Website image navigations
In a 2021 HubSpot survey on website preferences, consumers agreed that displaying images of work (27%) and providing company information (31%) should both be considered top five among the features “most important” to a business’ website.

 

2. Focus on Functionality

More than 40% of people would leave a website because of poor functionality, according to a 2021 survey by Top Design Firms, a directory of design, marketing, and development companies. Site visitors really do expect the gamut: compelling images that grab their attention, a clean design that doesn’t overwhelm, content that lets them get to know your business on a more personal level—and for all of it to appear (or “load”) in mere seconds. Google reports that a web page that loads in 5 seconds rather than 1 second increases the probability of a user leaving that page by 90%.

“The ease of navigating the website and ensuring it functions on desktop and mobile is one of the keys to your site’s effectiveness,” Pressma points out. “The bulk of website visitors come from mobile devices more often than not, so not having your site function properly in that format is a huge loss.”

Pressma is right: In the fourth quarter of 2021, mobile devices generated 54.8% of global website traffic, according to a January 2022 report from market and consumer data company Statista—a number that has consistently stayed above 50% since 2017 and is a clear indicator that mobile device users will certainly find your website that way.

Loading speed also plays an important role in a prospective client’s decision to stay on your site long enough to make a decision about whether to take the next step with your company, and most users won’t wait more than 3 seconds for a page to load. You can test page loading speeds using third-party tools such as Website Grader to help you understand where improvements could be made.

3. Include a Clear Call to Action on Every Page

You’ve hooked your prospective client with crisp, compelling visuals, a clean, functional design, and swift load times, but success hinges on your ability to turn a site visitor into a paying client. You must now ensure every web page has a call to action.

According to CLB Network, a luxury home builder consulting firm based in Naples, Fla., compelling, successful websites for custom builders almost always include client reviews, project photos, an introduction to the design/build process, information about services, and contact information. And, that information shouldn’t simply exist on its own pages, leaving a prospect wondering what to do next.

Instead, that information should be combined with a call to action that directs prospects to next steps. This could be a button leading to contact information, links to related pages on your site that will provide more information, or something else entirely.

Whatever the call to action, it should encourage prospects to learn more about your work and make it simple for them to reach out to you. For best results, your contact information should be easily accessible on every single page.


Bonus tip: Use SEO to your advantage

For search engine optimization (SEO), consider adding a blog and an FAQ tab to your website so you can present anticipated questions and their answers—a good way to end up in Google’s “People Also Ask” section.

Brevity and relevance are key in writing effective copy, according to a blog post from Canadian home builder marketing agency Velocity23. No one should leave your site confused about your business or your services.


 

Tags

Related Stories

Custom Builder

Building Relationships, Building a Business

Custom builder and Pro Builder Forty Under 40 awardee Chris Adams built his business from the ground up by first, and most importantly, building relationships

Business

Finding the Intersection of Architecture, Design, and Film

In celebration of the 15th annual Architecture & Design Film Festival, we recently sat down with its director, Kyle Bergman, to learn a little bit more about how and where architecture, design, and film come together

Business

Expanded Tax Credit for Energy Efficient Homes Will Benefit 'Eligible Contractors'

IRS guidance on the expanded 45L tax credit for energy efficient homes includes new opportunities for contractors 

Custom Builder

Take Part in Our Annual Housing Forecast

The best way to understand the residential construction industry is to speak with residential construction professionals. And with that being said, we humbly ask for your input in this year's survey

Custom Builder

Understanding Your Biggest Competitor

You may not think of yourself as a tour guide, therapist, doctor, marriage counselor, or investment advisor. But those are the skills custom builders need in today's market

Custom Builder

Women at WIRC: Jessica Cargile Talks Business Management and Work/Life Balance

Jessica Cargile owns and operates a custom building company with her husband, a dynamic that requires constant teamwork and an intentional effort to strike a healthy work/life balance 

Business

Entries Closing Soon for Best in American Living Awards

Custom builders have only one week left to submit their projects for recognition 

Custom Builder

The Power of Stories

At the 2023 Jeff Shore Sales and Marketing Summit, we sat down with author, speaker, trainer, and home building sales expert Ryan Taft to explore his thoughts on storytelling, including its role in successful sales and relationship building

Custom Builder

Building 'Living Architecture'

Master builder Jeff DuBro's novel approach to design and architecture embraces not only how clients intend to live in the home, but also how they intend to live in the surrounding community

Business

Guest Column: What I'm Seeing Out There

Industry expert and advisor Mark Richardson shares stories from the field, from what's changing to what's working 

Advertisement
boombox1 -
Advertisement
boombox2 -
Advertisement
boombox3 -
Advertisement
native1 -

More in Category

Custom Builder

Building Relationships, Building a Business

Custom builder and Pro Builder Forty Under 40 awardee Chris Adams built his business from the ground up by first, and most importantly, building relationships

Business

Finding the Intersection of Architecture, Design, and Film

In celebration of the 15th annual Architecture & Design Film Festival, we recently sat down with its director, Kyle Bergman, to learn a little bit more about how and where architecture, design, and film come together

boombox4 -
Business

Expanded Tax Credit for Energy Efficient Homes Will Benefit 'Eligible Contractors'

IRS guidance on the expanded 45L tax credit for energy efficient homes includes new opportunities for contractors 

Custom Builder

Take Part in Our Annual Housing Forecast

The best way to understand the residential construction industry is to speak with residential construction professionals. And with that being said, we humbly ask for your input in this year's survey

boombox4 -
Advertisement
native2 -
Advertisement
halfpage1 -