Building an Effective Online Presence for Paving Companies

Paving companies are generally known for their hard work on things like sidewalks, driveways, parking lots and road patches — not necessarily their online presence. However, building an effective online presence is an important way for a paving company to let people know that you’re ready to help them when they need you. Creating and maintaining a great website guarantees that people who need your services will find you, not your competitors!

Getting a website up and running may sound easy, but getting it done and ensuring reliability is something else altogether. Just like you wouldn’t suggest someone pave their own driveway, you probably shouldn’t create your own website, especially if you want reliable results. Here are some suggestions to get you well on the way to building an effective online presence 

Optimize Your Website for Mobile Users

Mobile devices are responsible for over 50% of all web traffic. You have to make sure your website is mobile-friendly or optimized for mobile viewing!

If a potential client has a hard time loading your website, they will likely go to your competitors. You want a website that loads quickly and is easy to use. When you don’t, you lose opportunities to attract business. 

Ensure Your Website Works With Voice Search

More and more people today use voice search to look for nearby services. Many people are driving or otherwise engaged, so they need to be able to use voice searches on the go. If your paving website doesn’t appear in customers’ search results when they use voice search, you miss another serious load of potential clients.

Of course, like all web-centric technology, voice search parameters evolve quickly, so your site must stay up-to-date. Having an updated mobile-friendly design plus voice search will help your website stand out. 

Make Sure Your Website Uses Search Engine Optimization and Visuals

This one is really important because it hits on all parts of your digital marketing efforts.

Search engine optimization (SEO) involves using keywords and phrases to make your site rank better in search engine results. This is another area where a professional can really help. It is hard for a small business owner to stay abreast of all the latest technology and run their own business, but SEO is one of the most lucrative investments you can make.

Hiring an individual or a firm experienced in the nuances of the SEO world saves you both time and money on the front end. Professionals have the skills and training to do specific tasks, saving you time that you can devote to your business. This gives you the ability to concentrate on jobs that they are already trained to do for you.

Visuals are also another important component of an effective website. Visuals are crucial in local SEO because they enhance user experience, increase engagement and provide valuable information to both users and search engines. Here’s how:

  • Elevated user experience: Images, videos and infographics make your local listings stand out and promote interaction. 
  • Increased click-through rates (CTRs): Eye-catching visuals in local search results yield increased CTRs because they are more likely to attract clicks compared to listings containing only text.
  • Better engagement: In a paving business, visuals provide social proof and give potential customers a glimpse into what they can expect from your business. 

Have Reviews on Your Website

Displaying your reviews is a surefire way to get business — and it’s free. When real people and real customers leave reviews on your site, potential clients see them, read them and take them to heart. 

A whopping 95% of consumers read reviews before buying a product. This statistic alone should show you the importance of having reviews on your website. 

Crafting Your Paving Company’s Online Success

Building, configuring and optimizing a website takes time. Take the time to make sure you build an effective online presence from day one. If you’re a paving contractor looking for a way to stay updated with the latest industry information, we’ve got you covered. Subscribe to our mailing list and download the latest edition of the North American Sweeper Magazine!

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