Let’s say you have been searching and peeking at many websites lately. For sure, you bumped into a website that seems like its content is tailored to you and your needs. What you have just experienced is website personalization. Personalizing your website is a powerful tool for encouraging your target prospects to engage with and avail of or purchase services from your business.
But the real question is what website personalization is and what steps you should take to get started. So, in this blog, we will go over everything you should know to personalize your construction website. Stay put and keep reading to learn more about website personalization and some pro ways you can get started with it.
What is Website Personalization?
Personalization is the key in this digital age, where many companies of all shapes, sizes, and industries compete every minute to grab their target prospect’s attention. Personalization is when you are specific to your target audience, knowing and interested in their preferences and exact needs. Personalization also involves providing relevant content/web experience to your audience to make them stay longer on your website, nudging them to take the desired action.
Overall, it is the process and the action to create an excellent user experience by delivering the needs and wants of your target audience.
Major Benefits of Personalizing Your Construction Website
But why must you do website personalization? Below we list four major benefits of crafting a unique experience for your target audience.
1. Lead to more online engagement
Perhaps one of the most substantial benefits of personalizing your construction website is a more increased engagement. Today’s era is beyond busy and your target prospects may not have time to waste by looking at your list of services. Everyone wants more information and offers tailored to their interests, which is why website personalization is crucial in boosting engagement.
2. Leads you to more sales
A big advantage of website personalization is that it significantly increases your sales. If you deliver products, content, and other special offers fitting your target audience, they will take a huge interest in everything you offer. When they have the time to look into what you are offering, they are most likely to purchase because you offered what they need. As a result, your sales increase, and your construction business thrive.
3. Improve ranking on Google Algorithm
The ranking of your web pages depends largely on a series of algorithms. So, if you personalize your website, it effectively works on the search algorithm because the content and keywords you use are spots on. Google particularly focuses on the relevance of your overall website structure, content, and the experience it gives to the users.
4. Increased Your Customer Loyalty
If you are personalizing your construction website, you will get increased customer loyalty. Anyone will never want to feel like they are just another number to your company, and people right now want to feel recognized and valued as a client. So, when you personalize your construction website, you can make your clients feel more recognized while assuring them that you deliver a more personalized experience.
And as a result, they are most likely to believe and stick to your construction brand because they trust that you will provide what they want.
Go Personalize Your Construction Website Using these Tactics
So, how can you begin with your website personalization? Here are some pro tactics you can implement to personalize your website, helping you boost your conversion rates even more.
1. Serve personalized recommendations
One of the amazing personalized website ideas you can try is to serve customized recommendations to your target audience. When people visit your site, in many instances, they cannot discover every service you offer or product, nor do they have the time to explore every page of your website.
You could make things easier for them if you personalized their recommendations. You can offer personalized recommendations based upon the services and products your clients availed from your previously.
2. Track Pageviews
Know that customer surveys are important. Therefore, getting qualitative data helps you to figure out precisely what people are looking for in their own words. In fact, surveys are one of the best places to discover your customer’s preferences and habits. If you rarely do a survey and choose to be consistent with it, ensure to execute survey-based information.
Our point is you have to have a different and unique approach to your surveys if you want to get to know more of your clients. However, tracking pageviews is a huge part of personalizing your website, with the goal of understanding more of your web viewers.
3. Craft a dynamic content
Next on the list of website personalization tips is crafting dynamic content. Dynamic content is about the information on the page that often changes depending on the people who visit your construction website. Your content should be generated based upon:
- Characteristics: Your content has to adapt depending on the location and demographics of the user visiting your construction website.
- User behavior: Content should generate based on behavior, such as what services/products a user visits and how long they spend time on your website.
- Data: When having dynamic content, what will appear on your website usually depends on the user data. The data includes the previous purchase and online engagements with your marketing content.
4. Put Pop-Ups
Well, speaking of pop-ups, they are still the best ones to have for your website. Despite the negative feedback pop-ups received over the years, they have still considered a great website personalization idea you can always implement. Pop-ups allow you to instantly catch the attention of your target audience with a more personalized offer. You can use the customer data to create pop-ups tailored to particular users to make them more engaged on your construction website.
This website personalization idea is one driving factor that encourages your leads to avail of your construction services.
5. Check out the latest Google Update
Note that every single one of your target users is unique. So, your construction website must uniquely appeal to each user. With a single extra piece of code from your website, you can already execute website experiences. Amazing, right? In fact, doing so will help you personalize your construction website and even figure out the best optimal experience for your target audience.
Google has a lot of updates. In fact, Google created Google Optimize 360 (price upon request, paid) and Google Optimize (free) to help you with this.
6. Create custom landing pages
Another helpful website personalization tactic you can implement is to craft custom landing pages. With customized landing pages, you can drive more leads to your construction website. And they will land just exactly on your landing page.
So, personalizing them is the best way to go if you want to generate great results from your landing pages. Personalizing your landing pages can help you to deliver a more tailored experience for your target audience that encourages them to engage successfully:
A crafted and tailored landing page must:
- Remain clutter-free
- Have one main CTA or call to action to encourage your prospects to complete a particular action.
- Focus solely on the services and products marketed in your ads.
- Reduce visuals used on your landing pages to prevent overcrowding.
- Better to highlight your selling points for the users.
- When you create tailored landing pages, you deliver a more personalized website experience that will engage your target prospects.
Challenges You May Face with Website Personalization
Before you get started with personalizing your website, always keep in mind that you might face a lot of challenges with personalization. Below are two major challenges you might encounter as you try to implement the website mentioned above personalization tactics we shared with you in the previous section.
1. Scalability
Scalability is one of the biggest challenges when it comes to website personalization. When countless users visit your construction website every day, it is quite challenging to deliver a more personalized experience for those who visit it.
And as a result, it is quite a challenge to personalize on a large scale, particularly if you have a small-time business operation. You might need to enlist the help of a dedicated digital marketing agency like ConstructionMarketing.io that can assist you in managing large-scale personalization on your website.
2. Data privacy concerns
Another major challenge you will face with website personalization is data privacy concerns. Personalization relies heavily on data. So, whether it is user or demographic data, you should be equipped with this information to personalize the overall user experience better.
While gathering data from your users is an increasing challenge, it does not make web personalization impossible. For as long as you build a reliable brand solid reputation, people are more inclined to share their data with you. And for as long as you are responsible for the user data, people will certainly share it with you so you can best deliver a better web experience for them.
Do You Need Help with Website Personalization?
For sure, you have little to no knowledge and experience with website personalization. But our experts here at ConstructionMarketing.io can help you as you get started. We have a strong construction background and work exclusively with construction professionals.
Our team of digital marketing experts is equipped with extensive marketing knowledge, practical experience, and the best tools to help you create more personalized user experiences with your clients and target prospects. We also focus on providing top online marketing solutions that can help your business increase its online presence, boost sales, and get more leads!
We offer the following digital marketing services:
- Search Engine Optimization
- Keyword Research
- Website Maintenance
- Google Analytics
- Content Creation
- Social Media Marketing
- Many more
If you want to learn more about our service offerings, contact us today! Let’s begin personalizing your website.