UX is one of the most crucial principles of your construction web design. So, there is no hesitation that you need to focus on your UX with every single page of your website, whether it is the homepage, landing page, or the entire website. Unfortunately, many must remember that UX, or User Experience, does not apply to digital pages. And this only means that you have to know and learn the right UX principles for almost everything, from your homepage to your listings on Google and your marketing messages.
In this blog post, we will explore ways and methods to apply UX principles to search engines.
Why does Your Search Engine Listing Matter?
First, let’s start with the basics. Almost 90% of your clients begin their buying process via the search engine. This only means that whether you are building a website for your prospects or creating a portfolio to market your services, your customer’s first connection with your design is not your homepage.
The truth is, often, you are driving an online experience for an end-to-end user even before you realize it. For instance, before you can wow your audience with a compelling CTA or an appealing website design, you must convince them to click on your Google link.
Just as UX on your construction website is all about giving your target audience what they need in a strategic and informative manner, UX in search engine result pages works the same way.
How to Make Your Search Listing Standout with User Experience (UX)?
Applying the eight principles of UX to search results is easier than you think. So, let’s get started.
Step 1: Deliver immediate value
Delivering a great experience on your website often means providing online users with the information they need as faster as possible. Imagine designing your landing page. You will prefer your target audience to scroll only to find what they need. Instead, you will ensure that your web page’s value is apparent.
You must apply the same approach when creating an image for your Google search engine listing. This often means carefully thinking about two things:
- Your meta descriptions
- Your headline
Know that the best titles deliver immediate value. Before you do anything to enhance your SEO tactics, you have to make sure that the title of your page is compelling and will grab the attention of your target audience. A great title delivers instant value and drives action with clearer highlights and direction.
Step 2: Establish trust with your URLs
Another part of a great user experience is trust factors. When structuring and designing your website for your construction brand, know that it is your job to make your online visitors feel at ease. In today’s digital world, many customers will feel uncomfortable giving their details just for a service.
We suggest you implement reviews, testimonials, and trust logos to enhance your brand credibility. Search engine starts with your URLs, and URLs that are search-friendly can highlight the nature of your webpage, putting your target audience’s minds at ease.
Step 3: Make sure your meta descriptions are informative and complete
To deliver great UX on your website, you must ensure that your visitors can search for all the answers to their most asked questions as quickly as possible. This often includes providing the correct details on every page and using the correct navigational structure to strengthen your visitor’s journey.
In the SERPs, you can similarly deliver an informative experience using a meta description. While meta descriptions are often ignored, they can provide significant value and help your client make the right impression.
To master meta descriptions, start to:
- Include CTAS: Call to Actions can help guide your clients through the pages on your website. A compelling CTA can assist in pulling in clicks on Google search engines.
- Use full 160 characters: Make the most of your meta des by providing as much helpful information as you can within that small space.
- Focus on value: Concentrate on giving your clients insights into what they can get if they click on your listing.
Remember that adding keywords to your meta des is very helpful too. Keywords can boost your chances for a higher ranking and show your target audience that they are looking at the right results.
Step 4: Create rich snippets
You probably noticed the search engine result pages had changed a bit in the last few years. As Google strives to make online results more informative and relevant, we have witnessed the rise of new trends like rich snippets. Rich snippets are great for telling your target audience where to look.
On a website, you will typically use design elements, such as contrasting animation and colors, to pull your target audience’s attention to a particular space. In search engines, surprisingly, rich snippets can drive the same outcomes. The only difference is that instead of telling a web visitor what to do next on your page, you are telling them to click on your website, not any competitor.
Step 5: Provide Diversity
So how can you best deliver diversity in the SERPs? The easiest option you’ve got is to take up more of the SERPs. Today, Google provides different ways for online users to get the answers they want. For instance, if people search for “How to Use Google My Business?” they will see a list of links to blogs, a list of YouTube videos, and the “People Also Ask” section.
Different rankings for the same keywords can further improve your customer’s experience on the SERPs.
In addition, you can also add a FAQ page and another way of answering questions concisely and quickly on your blogs. Doing everything so is a means of providing diversity on search engines.
Step 6: Add authority with your Google My Business
Another great tool for enhancing UX in Google search results is adding authority to your GMB profile. With Google My Business, a business leader like you can manage how details appear in the search results. Taking advantage of GMB, you can then effectively manage your company’s reputation on online reviews, Google Maps, etc. Establishing your construction company’s reputation is one of the most vital things you can do to help your target audience find your business quickly.
Remember, half of your target customers that do a local search visit your firm within the same day or week. So, start by setting up your GMB listing. Hit the “Start” button and fill out all the relevant fields. The more details you add to your GMB profile, the more listing stands out.
Ensure also to:
- Pick a category for your construction business.
- Ensure all information matches on every single platform
- Load up high-resolution and high-quality images
- Use a local number for contact
- Encourage and ask for online reviews to give your GMB listing a five-star rating.
Taking advantage of GMB listing guarantees that your target audience has all the information they need to make informed decisions about your company and the services you offer before clicking through to your website. In return, you will get more leads.
Step 7: Use structured data markup in answering questions
Assuming you already take advantage of rich snippets in your GMB listing, you should also start planning for structure schema markup. In Google, schema markup will tell search engines what your data means. This way, you can add extra information to your current listing, giving a more accurate guide to your clients.
Baking structured data into your overall design process while working on your website does many benefits. One, your listings will become more valuable and comprehensive. Second, you will rank higher on search engines.
UX does a great job of giving your target audience the best possible experience with your construction brand. But it all starts with ensuring that your target audience gets the information they need in the SERPs.
Make the Most of your UX with ConstructionMarketing.io
Getting a high ranking on the search engine can be challenging. Every day, millions of websites are competing for the top spots. If your construction website does not have a great UX and is not optimized for search engines, you may find yourself on the tenth page of Google search results, far away from getting your target customer’s attention.
Ranking higher on SERPs takes a lot of effort and time. And this is a very good reason for you to partner with a full-service digital marketing agency for your web design requirements and SEM marketing needs. At ConstructionMarketing.io, we have broad expertise, tools, and the best teams to help you surpass competitors and increase traffic to your construction website.
Our expertise covers web designing and development, SEO marketing, content creation, social media marketing, and more.