Welcome to Part 2 of our 6-part blog series, Marketing Your Paving Company. Our first post guided you through the process of learning and setting marketing goals for your paving company. (You can read it here.) In today’s post, we move on to the topic of your website. 

Many paving companies don’t realize the power of their website. They fail to see it can offer the same rewarding experience that customers have when they walk into their local hardware shop and have a leisurely look around. We understand that many of you have physical storefronts, but as a service company who more frequently visits clients at their own location instead, you probably don’t get a lot of curious walk-in traffic. This is where your website comes in–it can win over those curious window shoppers. And even better, if it’s built right, it will attract serious buyers. 

Just like any other company, you only get one chance to make a first impression. So let’s start by focusing on what will make your homepage outshine all other paving company websites in your marketing area. Here’s a list of recommendations for your homepage. Use it as a checklist to complete an audit of your current home page. Let’s find out, is it impermeable, or does it have alligator cracks that need to be repaired? 

Your homepage should have: 

  1. Who/What/Where/When:  This includes who you are, what you do, where you’re located, and the best ways (and times) to contact your paving company.
  2. A Hero Image:  If a picture is worth 1,000 words, this would be the one to focus on! This is the first photo that visitors will see on your site and captures the essence of who you are and what you do.
  3. Company You Statement:  This is the statement that further draws people in and pairs with your hero image. It could be fun, such as, “Keeping you crack-free since 1999,” or more serious, such as, “Helping families build beautiful driveways since 1999.”
  4. Services:  List your paving services in a simple fashion, so visitors can click on each one and get more information.
  5. How:  Lead the reader’s attention to an easy summary of how to hire you.
  6. Why:  Not only do they need to know how to hire you, you should tell them why they should hire you. Use this “Why Us” section to highlight your business and what sets you apart from competitors. 
  7. Raving Reviews:  An important part of why they should hire you comes in the form of rave reviews and testimonials from previous customers. 
  8. Discounted Services:  Don’t make a potential client search for a discounted offer. Make sure you have a mention of it on your home page.
  9. Email Signup:  Websites that follow up with consistent email marketing campaigns potentially see more revenue, since they are following up with clients. The home page is the place to capture potential client email addresses so you can follow up with an email campaign.
  10. CTA (Call-to-Action):  Your CTA should clearly and simply state what you want your visitor to do, and more importantly, should feature how they will benefit from working with you! Don’t forget, make it very clear what they should click on!
  11. Footer:  Use the footer for important links to other areas of your site, such as legal information, contact information, blog access, and links to your most popular pages.

Having a strong homepage is where we start, but not where we end. Here are recommendations for the rest of your paving company’s website: 

  • Services Pages:  Make sure you speak in your customer’s language, not industry terms that only you and your staff will understand. Keep the pages relevant to what customers want to know. Include specific information for specific services, and cover any major questions you hear most often, like how it works, how long it takes, pricing, etc.  Make sure your images are current and relevant. Also, each service page should have a CTA (call-to-action). 
  • How it Works Page: Create a process overview that begins when a potential customer contacts you for an estimate. Outline the estimate process, then move to them hiring you, and your first day on the job. Cover the work you do until the project is complete, the project is closed, and how you receive payment. Write down the entire process so the customer knows exactly what to expect when they hire you.
  • Frequently Asked Questions (FAQ’s):  Every paving company gets frequently asked questions. Compile them and put them on your website. It empowers your customers and potential customers by allowing them to look up information for themselves.
  • About Us:  In a world of social content, your About Us should read like a mini-story, not a dry term paper. If your paving company has a story behind it, share it here. This is where you want to write if you are generational or veteran-owned. Include the year you were founded, how you got started, why you got started, and any other interesting tidbits about your business.
  • Contact Page:  Your contact form should be designed to capture leads from your website. It should have an easy way for visitors to call or email you. Also, be sure to include links to all your active social media accounts.

If you have specific questions on how to market your paving company, get in touch with us. We would be happy to complete an audit of your current website. Schedule an appointment here.

Look for our next blog post coming soon. In Part 3 we’ll discuss the importance of On-Page Search Engine Optimization (SEO).