Construction Accounting Article -
Construction Success Story
Contractor Builds Web Site to Sell Spec Houses
Target Audience: Construction Industry Professionals, Contractors, Construction Business Owners, Construction Accountant Interest, Web Site Interest, Profit Builders, Potential Buyers
A residential contractor with several spec houses on the market was concerned that her homes weren’t getting the attention they deserved, despite the number of unique and desirable features she had built in. She discussed the problem with her financial advisor, and the two agreed that a Web site might add visibility and help build profits.
Just having a presence on the Internet would set her apart from the competition, according to a 2007 study by the Small Business Research Board. That study found that 57% of construction businesses don’t have Web sites — the lowest Internet participation percentage of any industry.
As the accountant noted, a Web site could help the contractor in a number of ways. The most obvious would be to introduce the company and its products to a wider audience. By building the site with search engine optimization (SEO) in mind, the contractor could help ensure that her company was closer to the top of the list on Google or Yahoo! search results. And with digital pictures of the houses’ interiors and exteriors, the contractor could showcase the features and benefits most likely to appeal to prospective buyers.
Additionally, a Web site could be a fast, cost-effective way to educate potential customers about her company and its capabilities. The mere existence of a Web site would suggest stability and reputability, while a company history, customer testimonials, and statistics and photos of previous jobs would add status without a great deal of cost.
To be successful, however, she realized the Web site had to be different. She worked with professional Web designers and writers to craft a site that was easy for visitors to navigate and designed for SEO.
Within six months of the site “going live,” she had shown her spec houses to 15 potential buyers who found her online. The profit she made on just one of the sales was more than enough to pay for the Web site — and to make her a firm believer in the value of listening to her accountant.
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