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How to make the best use of your construction website

How to make the best use of your construction website

Chris Ashworth draws on recent research findings to give 4 tips for building product manufacturers to make the best use of their website.

In the last month we have seen two reports published which provide valuable information for the construction marketer. These are the Construction Media Index published by Competitive Advantage and the CPA’s Construction Product Information Survey. Findings from both show that the product manufacturer’s website is a top source of technical information for construction industry specifiers and users, closely followed by online search engines. And if your website is good, it should be the destination of the online search.

What we also learn from the CPA’s survey is that the information decision makers want when considering construction products is:
• Technical product information to complete the specification (87%)
• Certification (79%)
• Applications the product is suitable for (79%)
• Fire performance (77%)
• Product dimensions (77%)

And the format they are looking for is:
• Product data sheets (100%)
• Technical product literature (99%)
•Pictures or images of the product (92%)

So, it is then a matter of making it easy for the specifier to find the information. The CPA’s report tells us that only 6% of users find it very easy to locate manufacturer product information, although 49% said it was fairly easy. Which of course means that 45% don’t find it easy to locate product information – a cause for concern.

Finally, the CPA report tells us that product information from manufacturers is accurate:
• All of the time (11%)
• Most of the time (71%)
• Some of the time (19%)
Disappointingly, it is only considered of a high quality by just 5% of users.

Which clearly tells us there is room for improvement. So here’s my 4 point action plan:
1. Most important. Conduct a review of your product information in all of its forms to ensure all of the quoted date is correct.
2. Make it easy for specifiers and contractors to navigate your website. Clearly directing them to locations where they can download product data sheets, technical product literature, certification, product specifications and BIM content.
3. Provide a good selection of case studies, with third party testimonials and good quality pictures of your product installed. These should be grouped by application and project type (e.g. residential, education, offices, etc).
4. To improve SEO rankings regularly publish technical blog articles on your website and promote these via social media.

Further Information:

Competitive Advantage Consultancy specialises in helping building product manufacturers to be more effective at getting their products selected. Offering more than construction market research, we can work with you to inform and develop your strategy, with a range of sales and marketing tools all designed to help you effectively influence construction product selection.

Sign up to the Competitive Advantage newsletter for an overview of construction market activity as well as construction sales and marketing advice.

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