Mama was Right; First Impressions Matter in Building Product Marketing

4268291295_4a7755f533_zA well-executed building product website can do the job of 100 salespeople by helping to drive revenue. 

Just as our mamas told us when we were young, always make a good first impression. This is true with people and it’s especially true with brands. Increasingly, your customers’ first impressions are formed online and have a huge impact on what they decide to buy.

Today’s business marketing landscape of connected consumerism demands that your building product marketing strategically puts you at the right place, at the right time and with the right content. By paying attention to your customer’s experience, their buying journey and your relationship with them, you can recreate the experiences you want your customers to have and share.

Your building product website is your brand’s front door and is just as important, if not more so, than your company’s physical presence. 

When prospective customers land on the home page of your website and begin their journey of seeking information, what impression are you making? Is it clunky and slow? Can they find what they’re looking for? Is your information too restricted? Do they know what to click on next?

Your website is how your customers learn about your building products and where they go to stay connected with you. It needs to give them the information they come to your site for quickly and should lead them down their journey by always providing clear calls-to-action.

Fast and Furious.

I can’t remember a time when website speed didn’t matter–to users or to search engines. The accepted benchmark for page load time is three seconds or less. There are free tools that can show you how fast–or how slow–your website loads and can identify problematic areas.

Compatibility, Please. 

Avoid the risk of lost sales, damaged reputation and never having the opportunity to win back leads by optimizing your website for the devices customers are using. Smartphones and tablets may not be the go-to devices forever, but they are the preferred devices of choice for the time being.

Tell Me Where to Go. 

Your web users need help understanding where they should go, where they are in the hierarchy of the site and the most important feature on each page. Study your website analytics, including heatmaps, to know what your website visitors are looking at, what they are clicking on, downloading, etc. This will allow you to make adjustments to tailor content to suit your visitors’ interests.

Photo credit: Horia Varlan via flickr Create Commons license

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