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Engineering and construction webinar
This document discusses best practices for engineering and construction company websites. It analyzes data on what top companies in these industries include on their websites. Some of the key findings include that only 46% have descriptive headlines on their homepage, 26% include social media icons in the header, and 41% have full-screen looping videos on their homepage. The document provides recommendations such as using more descriptive navigation labels instead of generic ones, showing people and team member bios prominently, and including specific calls to action rather than generic ones like "learn more". It emphasizes the importance of including supportive evidence like testimonials and client logos.
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Engineering and construction webinar
- 1. Presentation Title Subtitle Month, #,Year Engineering and Construction Websites: 9 Best Practices What do top AEC companies put on their websites?
- 2. Engineering and ConstructionWebsite Best Practices ANDY CRESTODINA Co-Founder / CMO SHAHIN DEJY Business Development Lead Welcome AMANDA GANT Director of Marketing
- 3. What do thetop architecture, engineering and construction firms put on their sites?
- 4. Engineering and ConstructionWebsite Best Practices The Data
- 6. Engineering and ConstructionWebsite Best Practices Website Usability Study, 2004 vs 2016 source: NN Group
- 7. Engineering and ConstructionWebsite Best Practices source: NN Group Causes of User Failure
- 8. Engineering and ConstructionWebsite Best Practices Which of these online frustrations have you experienced in the last month? source: Drift, 2020
- 9.
- 10. Questions to askyour clients/customers…
- 11. Take me backto that moment when you first realized you needed help.
- 12. What almost keptyou from hiring us?
- 13. What made youconfident enough to give us a try?
- 14. When evaluating options, whatwas most important to you?
- 15. If you couldn’twork with us ever again, what would you miss the most?
- 16. Questions to ask yourtop salesperson…
- 17. What questions areyou just sick and tired of answering?
- 18. What should peopleask you, but they usually don’t?
- 19. What is thebiggest number you can get up to?
- 20. What is theA-ha moment prospects have during sales calls?
- 21. Fill in thisblank: people can work with us even if they ______.
- 22.
- 23. Engineering and ConstructionWebsite Best Practices Take me back to the moment when you knew you needed help. Well, it was the liquidity event. I was stressed about taxes. Tax Strategies for Liquidity Events Marketing Client
- 24. Engineering and ConstructionWebsite Best Practices Take me back to the moment when you knew you needed help. We were drafting the contracts and needed a hand Tax Strategies for Liquidity Events Marketing Client
- 25. Engineering and ConstructionWebsite Best Practices Take me back to the moment when you knew you needed help. We partner on contract language and administration… Marketing Client We were drafting the contracts and needed a hand
- 26. Engineering and ConstructionWebsite Best Practices When evaluating options, what was most important to you? Security was the top priority, then scalability. Security Marketing Client Scalability
- 27. Engineering and ConstructionWebsite Best Practices When evaluating options, what was most important to you? A team that knows documentation and is good with drones. Security Marketing Client Scalability
- 28. Engineering and ConstructionWebsite Best Practices When evaluating options, what was most important to you? …experts in detailed documentation … Marketing Client …drones with hi-res and thermal imaging… A team that knows documentation and is good with drones.
- 29. Engineering and ConstructionWebsite Best Practices What can you do now that you couldn’t do before? I know all the docs and contracts are backed up forever Your secure digital vault contains all past inspection docs Marketing Client
- 30. Engineering and ConstructionWebsite Best Practices What made you confident enough to give us a try? I saw you had done a lot of projects in our area 450+ industrial inspection projects Marketing Client
- 31. Engineering and ConstructionWebsite Best Practices What is the biggest number you can get up to? We’ve inspected 10M square feet of industrial projects 10 Million sq ft inspected Marketing Sales
- 32. Engineering and ConstructionWebsite Best Practices Companies can work with us even if _____? Even if they have their own inspectors! …together with your on-site inspectors… Marketing Sales
- 34. Engineering and ConstructionWebsite Best Practices source: Service Page Checklist Checklist for high-performing sales pages
- 35. Engineering and ConstructionWebsite Best Practices 1. Short descriptive headline 2. Keyword focus 3. Quick visual credibility 4. Meaningful subheads 5. Answers to top questions 6. Short paragraphs B2B Service Page Checklist 7. Testimonials / social proof 8. Strong supportive visuals 9. Faces of your people 10. Data and statistics 11. Clean, simple flow 12. Depth and detail (800+ words) 13. Compelling call to action
- 36. 1. Descriptive HomepageHeadline 46% of AEC company websites have descriptive homepage headlines
- 39. The Backyard BBQTest “So what do you do for a living?”
- 41. Is this thelanguage the audience would use?
- 42. Assumes that visitorsknow what AEC means
- 43. Not descriptive… butobviously they’re in construction
- 44. Just repeats thebrand
- 45. Ah, that’s whatthey do!
- 47. Repeats the brand allover the place!
- 48. Large text isunnecessary and vague Small text is specific and meaningful
- 49. Large text isunnecessary and vague Small text is specific and meaningful
- 52. “What does thiscompany do?” Results of 5-second test for orbitmedia.com New Site Current Site
- 54. “What does thiscompany do?” Results of 5-second test for orbitmedia.com New Site Old Site
- 55.
- 56. Engineering and ConstructionWebsite Best Practices Most homepage visitors don’t scroll Composite scroll heat maps for 10 lead gen website homepages (desktop only). On average 73% of homepage visitors do not see any below-the-fold content.
- 57. Visual Prominence That Guidestheir Attention
- 65. 2. Social IconsIn the Header 26% of AEC company websites have social icons in their headers
- 78. Source: Where’d TheyGo? Tracking Exit Clicks Using GTM
- 79. Source: Where’d TheyGo? Tracking Exit Clicks Using GTM
- 80. Source: Where’d TheyGo? Tracking Exit Clicks Using GTM
- 81. Source: Where’d TheyGo? Tracking Exit Clicks Using GTM
- 83. Source: Where’d TheyGo? Tracking Exit Clicks Using GTM
- 84. Source: Where’d TheyGo? Tracking Exit Clicks Using GTM
- 89. 3. Fullscreen LoopingHomepage Video 41% of AEC company websites have full-screen homepage videos
- 90. Engineering and ConstructionWebsite Best Practices source: NN Group Causes of User Failure
- 91. 4. Homepage TitleTags 17% of AEC company websites have “home” as the title of their homepage
- 92. “Home Page” doesn’tindicate relevance for anything…
- 95.
- 96. 5. Slideshows andCarousels 79% of AEC websites still use slideshows
- 98. Seven slides ona very short page
- 100. source: Do RotatingSliders Help or Hurt?
- 101. Slideshows were inventedto prevent stabbings in conference rooms
- 106. 6. Descriptive NavigationLabels …not just what we do, services, products. 6% of AEC websites do not use descriptive navigation labels
- 110. Engineering and ConstructionWebsite Best Practices Generic navigation labels, common to millions of websites.
- 111. Engineering and ConstructionWebsite Best Practices Descriptive labels that indicate relevance to search engines and visitors
- 112. Engineering and ConstructionWebsite Best Practices Simple dropdown with few options
- 113. Engineering and ConstructionWebsite Best Practices Mega dropdown with lots of options
- 114. How are visitorsusing our navigation?
- 122. Engineering and ConstructionWebsite Best Practices 1. Any small links getting clicked a lot? 2. Any big buttons getting missed? 3. Are calls to action effective? 4. What gets clicked the most in the main nav? 5. What never gets clicked in the main nav? 5 Questions to ask your Navigation Summary
- 123. 7. People Picturesand Bios Most AEC websites do not show their team up front
- 128. Make a pageper person
- 131.
- 134.
- 135. Engineering and ConstructionWebsite Best Practices Source: Personal SEO Tips
- 139. 8. Supportive Evidence Arethere testimonials, client logos, statistics? 13% of AEC websites feature evidence on the homepage
- 140.
- 142.
- 143. Data about aproject adds credibility
- 144.
- 145. Are all fourof these of equal importance?
- 146.
- 147. As-seen-in logos Video testimonials Reportsand case studies Statistics and data Fill your pages with evidence…
- 148. 9. Specific Callsto Action …not just contact us, learn more, click here 11% of AEC websites use specific CTAs
- 149. This is notreally a call to action
- 150. Engineering and ConstructionWebsite Best Practices BENEFITS COSTS
- 151. Engineering and ConstructionWebsite Best Practices RETURN INVESTMENT
- 152. Engineering and ConstructionWebsite Best Practices
- 153. Engineering and ConstructionWebsite Best Practices
- 154. Engineering and ConstructionWebsite Best Practices
- 155. Engineering and ConstructionWebsite Best Practices
- 156. Engineering and ConstructionWebsite Best Practices
- 157. Engineering and ConstructionWebsite Best Practices
- 158. Engineering and ConstructionWebsite Best Practices
- 162. Putting it alltogether
- 163. Engineering and ConstructionWebsite Best Practices source: Google UX Playbooks
- 164. Engineering and ConstructionWebsite Best Practices source: Google UX Playbooks
- 165. Engineering and ConstructionWebsite Best Practices source: Google UX Playbooks % of AEC firms doing it “right” 46% 59% 21% 11% 13%
- 166. Engineering and ConstructionWebsite Best Practices source: Google UX Playbooks
- 167. Engineering and ConstructionWebsite Best Practices source: Service Page Checklist Checklist for high-performing sales pages
- 168. Engineering and ConstructionWebsite Best Practices 1. Short descriptive headline 2. Keyword focus 3. Quick visual credibility 4. Meaningful subheads 5. Answers to top questions 6. Short paragraphs Service Page Checklist 7. Testimonials / social proof 8. Strong supportive visuals 9. Faces of your people 10. Data and statistics 11. Clean, simple flow 12. Depth and detail (800+ words) 13. Compelling call to action
- 169. Thank you. Reach outanytime. Andy Crestodina Co-founder / CMO 773.353.8301 andy@orbitmedia.com
- 170. “People looking forme are searching for what?”
- 171. “Which page onmy website is relevant for that phrase?”
- 172. “Is this pageone of the ten pages on the internet for the topic?”
Editor's Notes
- #164 Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels.
- #165 Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels.
- #166 Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels.
- #167 Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels.