How to Build a Great Project Showcase to Convert Clients
What’s the first thing you notice when you visit a website? If you’re like most people, your eyes are immediately drawn to the photographs on the page. Since 55 percent of website visitors leave a site in just 15 seconds, photographs can help convince potential clients to linger a little longer on your homebuilder marketing website. Improving your project showcase page is a simple way to keep clients on your site, show off your work and attract higher end clients.
The Ideal Project Showcase
Not sure how build a showcase? Great project showcases have these features in common:
High-Quality Photographs
Blurry long shots aren’t going to convince anyone that you perform excellent work. No matter how impressive the camera on your new smartphone, it’s best to leave photography to the professionals. Although professional photography doesn’t come cheap, experienced photographers know how to stage and light your projects to display them to the best advantage.
Arrange for your photographer to visit the job site at the completion of every project, just before you turn it over to your client. When everything is still shiny and new, you’ll get excellent photographs that focus on the quality craftsmanship and attention to detail your company offers.
A Strong Story
The photograph may be the main attraction, but the text that accompanies the photo plays an important role in converting clients. Instead of a dry recitation of the facts, tell your readers a story. Perhaps the homeowner’s wife wanted a new kitchen for years, and he secretly stashed away money to make her dreams come true. Maybe demolition uncovered an old stone fireplace that was then incorporated into the project. Those stories engage website visitors, and clients do remember them.
Testimonials Linked to Project Photographs
Testimonials are an excellent customer conversion tool. In fact, 88 percent of consumers say they trust online reviews as much as a personal recommendation. Instead of interspersing testimonials throughout your website, why not include them on the same page with the photographs of the project? Your clients’ words will have a much greater impact when readers can see the project mentioned in the testimonial.
The Happy Homeowners
Although the project is obviously the focus of the photographs, it’s not a bad idea to include a few photographs that feature the homeowners, if they’re available during the photo shoot. An image of the happy clients in their new family room or kitchen sends a strong message that complements the content in the testimonial.
Videos
Videos not only showcase your work, but also provide an introduction to your team. Keep these tips in mind when creating a video:
- Keep it Short: Your video should be no longer than two minutes. Shoot multiple short videos rather than one long one.
- Write a Script: Create a short script that includes the things you want to say and the aspects of the project you want to feature. Although you don’t have to stick to the script completely, writing one will help you ensure that your video flows well.
- Light the Area: Make sure the room is well-lit before you start shooting. Bring in extra lights if you need them.
- Use a Professional Videographer: Look for a photographer who can not only shoot still photographs but can also film and edit videos.
The project showcase on your homebuilder marketing website can be a very powerful marketing tool. Why not take advantage of it to generate more sales leads?
Sources:
Fast Company: Why We’re More Likely to Remember Content with Images and Video
MIT News: In the Blink of an Eye
http://news.mit.edu/2014/in-the-blink-of-an-eye-0116
Chartbeat: Tony Haile’s Date State of the Union
http://blog.chartbeat.com/2014/10/14/data-state-of-union/
Searchengineland.com: 88% of Consumers Trust Online Reviews as Much as Personnel Recommendations
http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803