How can User Experience improve your Construction business?
If you’re in construction, you’re probably wondering what the heck is user experience, and how can it improve business. What a load of old codswallop! Well not really, but we can see why someone would say that. Construction companies don’t think about the brand, and the brand story and marketing. They exist in this industry at different levels and they don’t feel the need to have a story around their marketing, if they even advertise or think about marketing. Many business owners in stable industries like these don’t really take into consideration that marketing can really set them apart from their competition, and it isn’t a bad thing, it does not mean that they are wrong, it is simply the culture of the industry.
However, the world has changed and there are many industries that are lagging behind on these changes, such as construction, oil and gas, and health and safety. You will find more of the industrial companies falling into that category since business for them isn’t really in the public eye; it’s mainly done between two companies and is based on reputation. What truly makes a difference is how that reputation is disseminated, how the story is told, but that’s for another conversation.
Companies are now playing on a global playing field. Decades ago, it would have been within smaller areas, with only a few companies operating regionally. Now companies strive to dominate the world, and the bridge that makes all of that possible, is the internet. No matter what business you are in, digital matters now. The internet fundamentally rules over everything.
User experience is colloquially known as a type of design thinking that software and website developers utilise. But user experience goes way beyond that. It can encompass how a person experiences the many touch points of your company, and can be known as customer experience. But today we are going to look at specifically your website’s user experience and how it impacts sales, customer service and your brand’s story.
User experience can impact sales. What? How can that possibly impact sales? It depends on how your customers buy. If you exclusively work through tenders, then maybe this blog is not for you, but even if you do, we recommend you read it, since your website and other aspects of your business are often included in your tender. Most pre-sale information gathering starts by asking the people around you for some recommendations. While we used to just call up a friend and ask, it’s common to just post a status on social media and let the comments come rolling in on recommendations.
Based on the results and testimonials, the customer would check out your website, and if it is out of date, lacks key information and is an overall unpleasant experience, they will click the X button and not return, unless their best friend has shown them work you have done for them specifically and it’s enough to persuade an enquiry, but that’s no longer always the case.
If your website does not have an option to contact you directly, then you might as well just turn off your website when you leave the office. People today shop online 24/7. We all live very busy lives, have many commitments and during working hours, few have the opportunity to ring up your office for a quote or try to narrow down the list of 20 recommended contractors for that extension. So this stuff happens an hour before bed, because that’s where people can carve out the time to get personal things done.
What if a past client wanted a quick quote and instead of emailing you, they went to your website to send a request through the contact form, but you didn’t have one? That’s a potential sale gone, since they may switch to a company that can be easily contacted. Not everyone wants to send a text minutes before midnight. Convenience is everything to a customer right now. How are you accommodating this need? Does your website have ample proof of your work? Do you have a clear demonstration of how you work, what the process is and what services you offer and don’t offer?
While you may believe that because you’re in the construction industry and your competitors aren’t thinking about this, that you don’t need to, but times have changed. Customers are looking for the companies that are accessible, convenient, cost effective and hassle free. While business might be booming for you, there are many revenue opportunities that your business is missing by having holes in your user experience.