Marketing Do's and Don'ts for Your Custom Building Website
Your website is one of your most valuable marketing tools, often serving as potential customers' first impression.
A well-designed site can boost credibility, engage visitors, and convert leads, while a poorly executed one can drive people away.
Here are some key do's and don’ts to help ensure your website works effectively for your business.
DO: Keep Navigation Simple
One of the most important aspects of a good website is intuitive navigation.
Do make it simple for visitors to find the information they’re looking for by keeping your navigation clean and concise.
A good rule of thumb is to limit your top-level navigation to no more than seven items. By clearly organizing your site structure, you reduce visitors' frustration when searching for specific content.
DON’T: Overcomplicate Navigation
Avoid cramming too many links or categories into your top menu. Overloading visitors with choices can confuse them, leading to a poor user experience and higher bounce rates.
Prioritize quality over quantity in your site’s navigation menu.
DO: Use Keywords Naturally
For better search visibility, integrate your ideal keywords naturally throughout your website copy.
Search Engine Optimization (SEO) is essential for ranking well in search results and ensuring your audience can find you.
Thoughtfully including relevant keywords makes your content both informative and SEO-friendly.
DON’T: Keyword Stuff
Keyword stuffing—overloading your text with as many keywords as possible—hurts readability and the user experience. It can also get your site penalized by search engines like Google, harming your rankings instead of helping them.
DO: Leverage AI for Ideas
Artificial intelligence can be a useful tool when creating website copy. Use AI tools to help generate ideas, outlines, or even first drafts.
AI can kickstart your writing process and provide inspiration, allowing you to quickly build a foundation for your website content.
DON’T: Rely Solely on AI
While AI can be a great starting point, never rely on AI-generated content without human review. AI lacks the personal touch and nuance that only a human can provide.
Always take the time to edit and personalize AI content to ensure it resonates with your audience and reflects your brand voice.
DO: Keep Your Website Updated
Websites need regular updates to stay relevant. Take a fresh look at your site every few years, refreshing the design, content, and functionality as needed.
As trends and technologies evolve, so should your website. An updated site boosts credibility and enhances user experience.
DON’T: Let Your Website Become Stagnant
A neglected website can give the impression that your business is out of touch. Like an outdated storefront, a site with old content or design can discourage visitors.
Regular updates keep your site modern and functional.
DO: Use High-Quality Images
Images are powerful for showcasing your work, especially in the home building industry. Use high-quality, professional images to highlight your projects.
Visual content plays a huge role in how your brand is perceived, and sharp images can enhance your website’s appeal.
DON’T: Use Low-Quality Photos
Don’t make the mistake of using low-quality, poorly lit, or unprofessional photos.
The quality of your visuals reflects the quality of your work. Investing in professional photography will make a significant difference in how your website is perceived.
DO: Incorporate Video Content
Video is one of the most engaging forms of content. Use videos to showcase your homes, communities, and homeowner testimonials.
Whether it’s an intro video, virtual tours, or homeowner stories, video enhances the user experience and conveys your message more effectively. It also helps build emotional connections with your audience.
DON’T: Neglect Video
Don’t underestimate the power of video. In a world where users expect dynamic content, showcasing video can set your brand apart and create a more immersive experience. Failing to include video means missing opportunities to engage more deeply with your audience.
Keep your site evolving alongside your business, ensuring it remains relevant and reflects your brand’s values.