Construction Websites—What’s The Minimum?

Construction Websites and more specifically, website design, isn’t a set it and forget it proposition. Especially not in today’s fast-moving world of algorithm changes and SEO updates. And since the competition is fierce to gain new customers, it’s essential for contractors to develop an online presence through social media and other forms of contractor marketing to develop a solid campaign and website design that brings in plenty of marketing opportunities. The most vital part of your company’s online presence is your website, so it must have the essential elements required to draw people in and keep them there.


Your brand image must be consistent throughout your company’s communications. A shared color scheme, logo, and tagline should be an essential part of any printed material and signage you use. This applies to your website as well. For those who know you, your website should be immediately identified based on these familiar elements. For new or prospective clients, your website is often your initial contact. This first impression should set the stage for your relationship with them and express your brand image.

Navigation and The Construction Website’s Design Element

More related to the nuts and bolts of your website than the attractiveness of its appearance, the ease and responsiveness of navigation is vital. There is no better secret tip or secret sauce to construction marketing than this one point; your website navigation is THE key. With millions of pages to visit, blogs to read and social platforms to interact on, people are not going to feel around in the dark to find what they are looking for. Navigation must be intuitive and quick, with menus and links making all important information easily located with no more than one or two clicks.

Mobility and Construction Websites

No longer are your customers seated in front of a large PC monitor when they view your webpage. In fact, chances are they are doing the opposite and trying to find something on your website while using a two-inch-wide smartphone screen. As more and more people turn to phones, tablets, and other mobile devices for web browsing, you must ensure that your website is designed to adjust to these channels. If your website cannot be easily viewed or is functionality limited on mobile devices, you could be losing sales.

Content and Construction Websites

It’s an old adage but no less true, “Content is King.” If your website is not giving potential customers the information that they need, they are going to find a competitor’s website that will. Feature well-written content that serves your client’s needs, not just what you want them to hear. Include an impressive gallery so they can see past work. Offer to answer questions with a contact form that is not simply a request for a quote. Also, consider writing a blog for constant communication and a way of offering helpful tips and specials to your clients.


Each of the images on your webpage must be professional quality, but keep them to the minimum size required for optimal viewing without slowing down the performance of your website. You can insert watermarks on your images so when images are shared across social media, you gain additional impressions for your brand.


The goal is to create an interactive conversation on construction websites. Invite comments on your blog posts and respond when you receive them. Encourage website visitors to sign up for your email newsletter or contact you for more information on a construction project they are considering. Have clear, easy to use social media share buttons and plenty of calls to action that invite your clients to do something. The more interaction they have with you, the more loyal they will become.

Understand, the items listed above are the ante, they are the minimum needed for a high-performing website.

Darren Slaughter is the founder and president of, a digital agency focusing on website design, social media management, and content creation for home improvement contractors.