Trade Businesses Missing Out on Online Opportunities
Construction firms are failing to make the most out of their websites with many failing to provide contact details or other calls-to-action
Small businesses in the trade sector could be missing out on additional customers as a new report reveals that the majority of websites for construction firms and tradespeople don’t include a call-to-action and some have content which negatively affects their site’s performance.
The study from IronmongeryDirect, which polled over 200 trade company websites, found that a third of small trade companies don’t have contact details or an enquiry form on their site – meaning they could be potentially missing out on new business.
More than half (56%) of trade web sites contained duplicated content, which largely reduces a firm’s Google ranking, and only 10% contained blog posts – a valuable way for companies to communicate with potential clients and increase search engine optimisation (SEO).
Overall, the research indicated a lack of knowledge among the construction and trade industry with 54.5% of firms admitting that they do not use a content management system (CMS) such as WordPress, which makes creating and editing online content relatively easy and inexpensive.
This research follows on from a recent GoDaddy report which revealed that 60% of small businesses lack an online presence and indicated that this could be negatively affecting their confidence to grow.
Wayne Lysaght-Mason, managing director at IronmongeryDirect, said:
“Our research reveals that the majority of tradespeople are still not investing in a quality website to help attract new or existing customers, with many not even having a call to action or using duplicated content.
“Duplicated content on a website reduces its search engine visibility because the search engine does not know which version of the content is more valuable. As a result, the website will be pushed further down the search rankings, reducing the chances of customers finding the company. And if people can’t find them or can’t contact them, they are likely to take their custom elsewhere.”