Rapid changes in the residential construction industry are providing new profit and diversification opportunities for builders. Those who see and understand these opportunities can position themselves as experts in the field and provide exemplary service to gain an important edge in the marketplace. Knowing where you stand in relation to your competition is paramount. Educating and communicating that position to prospective customers is equally important.

Part 5 of a 7-part series

5. Update your website

Homebuyers today surf the Internet for everything before they buy. Your website is the face of your business. Here are a few vital topics your website should address: what you want potential buyers to do first when they land on your home page; what you do; who you are; and how to contact you.

The question of what you want potential customers to do first when they land on your home page is seldom addressed by websites. But think about it: What do you want people to do when they find your website? Does the landing page provide direction to your visitors? Does it answer questions as they occur to visitors? Your website needs to capture your customers’ interest in the first couple of seconds.

Most websites do not direct visitors on how to navigate through the site, let alone express clearly and concisely what the company does, who its clients are, and what benefits those clients receive. This is where identifying your “ideal” customer comes in. Because you know exactly who your customers are, and you have a direct message that will resonate with them, you should be able to answer that first question or two before they occur to your customers. Make your website informative, content-rich, and easy to navigate.

The “What We Do” section should be clear and to the point. Here you should include pictures of the features and benefits that your homes offer.

Here’s a quick tip on websites: Don’t build one yourself. An amateur website will look amateurish. Hire a pro to do it; they can make it appealing and user-friendly. Keep it simple. Think quality over quantity.

Next week: 6. Embrace technology

Also in this series:

4. Get organized with a homeowner’s manual

3. Listen to your customers

2: Deliver great value

1. Identify your ideal customer