SYSTEM NOTICE

Auto translation by AI. Be sure, accuracy, nuances and authorial intent may not be fully reflected.
見出し画像

Get 10 Inquiries a Month! Website Improvement Tips to Become the No. 1 Local Builder

😊笑顔製作所所長😊

Hello! 🏠
Today, I will explain "SEO 💻"—a term that might sound a bit difficult—in a way that is easy to understand and detailed for all you builders out there. 😊
I usually spend several months with the builders I support, repeating the process of building systems, verifying, and trial-and-error to implement these measures. 💪
This time, I'm sharing a little bit of it for free. 📝

Introduction: Why do builders need SEO now?

In fact, a 2024 survey shows that about 92% of people considering buying a home look for builders on the internet. The days when customers came just based on "neighborhood reputation" like in the old days are over. But don't worry! If you read this article, anyone can understand the basics of SEO.

What is "SEO" in the first place? 🤔

SEO stands for "Search Engine Optimization." But you don't need to memorize such a difficult term!
Simply put, it means "making adjustments so that your builder's website appears higher up when searched on the internet."

Let's think about it with a concrete example.

Suppose Mr. Yamada is thinking about building a new home. Mr. Yamada searched on his smartphone for "Hamamatsu City Builder Custom Home."
Many builders appear in the search results. But Mr. Yamada only looks at the top 3 or 4. If your builder appears 20th, Mr. Yamada won't be able to find you. 😢
Comparing this to an actual store:

  • 1st to 3rd place in search results = A store in a prime location in front of the station

  • 4th to 10th place in search results = A store in a shopping street

  • 11th place and below in search results = A store located deep in a back alley

You already know where you want to open your store, right?

Why is SEO important for builders? 🏘️

The importance seen through numbers

Here, I will show you some surprising numbers:

  • 1st place in search results: Click-through rate of about 28%

  • 2nd place in search results: Click-through rate of about 15%

  • 3rd place in search results: Click-through rate of about 11%

  • 10th place in search results: Click-through rate of about 2.5%

  • 2nd page and beyond: Click-through rate of less than 1%

In other words, if 10 customers search, about 3 will visit the 1st-place builder, but if you are in 10th place, not even one might come.

The Reality for Builders

Many builders think, "We do good work, so customers will come to us." That is certainly true! However, you must first make sure people know that you do good work.
Past: Neighbors would say, "That builder does great work" → Spread by word of mouth. Present: Search on the internet → Doesn't appear at the top → Existence remains unknown.
It is sad, but this is the reality.

Understand the Mindset of Search Engines (Google)💡

Google is the most used search engine in the world (used by about 75% of people in Japan as well). It is important to understand the criteria Google uses to determine website rankings.

Google is the "World's Most Helpful Librarian"

Let me explain Google's job by comparing it to a librarian.
Customer: "I want to know about renovating a child's room..." Librarian (Google): "In that case, I recommend this book (website)! It has many photos and details the costs. It is a new book published last year and is highly rated by many people."
Google always wants to "provide the most useful information to the person searching." Therefore, it displays websites like the following at the top:

  1. Fresh information: Has the latest construction examples and price information

  2. Detailed information: Thoroughly answers customer questions

  3. Easy-to-view information: Can be viewed comfortably on both smartphones and computers

  4. Reliable information: Highly rated by others as well

3 Important Points to Improve Your Builder Website📝

1. Write content that answers customer questions (Content)🏡

Why is content important?

Customers who come to consult with a builder always have something they "want to know" or are "anxious about." It is important to anticipate this and answer it on your website.

Content that builder customers often search for

Looking at actual data, these searches are common:
Searches related to costs (about 40% of the total)

  • "New construction market price [City Name]"

  • "Renovation cost kitchen"

  • "Custom home price per tsubo"

  • "Exterior wall painting price estimate"

Searches related to choosing a builder (approx. 30% of total)

  • "Difference between builder and house manufacturer"

  • "○○ City builder reputation"

  • "Local builder benefits"

Technical searches (approx. 20% of total)

  • "Seismic grade 3 cost"

  • "Insulation material type comparison"

  • "Foundation construction method"

Other (approx. 10% of total)

  • "Mortgage loan screening"

  • "Construction subsidy ○○ City"

What kind of content should I actually write?

For example, if you are creating a page about "new construction costs":

【タイトル】○○市で新築住宅を建てる費用は？地元工務店が教える相場と内訳

【内容】
1. ○○市の新築相場（30坪の場合）
   - 建物本体：1,800万円〜2,500万円
   - 付帯工事：300万円〜500万円
   - 諸費用：200万円〜300万円
   合計：2,300万円〜3,300万円

2. なぜ工務店によって価格が違うの？
   - 使う材料の違い（写真付きで説明）
   - 工法の違い（図解で分かりやすく）
   - アフターサービスの違い

3. 実際の施工事例と費用
   - Aさま邸（30坪）：2,480万円
   - Bさま邸（35坪）：2,850万円
   （間取り図と写真付き）

4. 費用を抑えるコツ
   - 材料の選び方
   - 間取りの工夫
   - 補助金の活用方法

The point is to write it without using technical jargon, so that even a mother can understand it!

2. Make your website easy to view on smartphones (technical aspect) 📱

Why is smartphone compatibility necessary?

According to 2024 data, approximately 73% of people searching for builders use smartphones. In particular, the child-rearing generation in their 30s and 40s does almost all of their information gathering on smartphones.

Checklist: Is your website okay?

Open your builder's website on your smartphone and check the following:
▼ Is the text easy to read? (Readable without pinching to zoom)
▼ Are the buttons easy to press? (Can be easily tapped with a finger)
▼ Are the photos displayed clearly? (Not blurry)
▼ Can you see the whole page without scrolling horizontally?
▼ Does the page load within 3 seconds?
If you answered "no" to even one, you need to make improvements!

Regarding page loading speed

Actually, page loading speed is very important:

  • Within 1 second: Excellent! Customers can view it comfortably

  • Within 3 seconds: Passing grade

  • 5 seconds or more: 53% of customers will move to another site😱

The main cause of slowness is that the photo sizes are too large. Keep construction project photos under 200KB each.

3. Become a Trusted Builder (External Evaluation)🌟

What is a 'backlink'?

A backlink is a link from another website to your website. This is like a 'letter of recommendation.'
For example:

  • Being introduced on an architectural magazine site

  • Being listed on a local information site

  • Being introduced on a supplier's building materials manufacturer site

  • Having customers introduce you on their blogs

From Google's perspective, these all serve as evidence that 'this builder is trustworthy.'

Backlink strategies for builders

  1. Collaboration with the community

    • Register on the Chamber of Commerce site

    • Participate in local events and get introduced

    • Request a listing on local information sites

  2. Cooperation with business partners

    • Get featured in building material manufacturer construction examples

    • Get introduced as an installation case study by equipment manufacturers

    • Mutual linking with partner contractors

  3. Media Exposure

    • Feature in local newspaper housing section

    • Providing case studies to architectural magazines

    • Introduction in local free papers

SEO Strategy for Community-Based Builders🏘️

Aim for #1 in "[Region Name] + Builder" searches!

A builder's trade area is limited. You don't need to attract customers from all over the country. What matters is ensuring you are definitely found when searched for in your local area.

Specific Methods for Local SEO

  1. Register with Google Business Profile (formerly Google My Business)

    1. This is the most effective method you can do for free! Registering will also make you appear in map searches.

    2. Information to register:

      • Accurate address and phone number

      • Business hours

      • Photos of the builder (exterior, office, construction examples)

      • Detailed description of services

  2. Include local area names naturally

    1. Use local area names naturally throughout your website:

      • "We are a builder with 50 years of experience in XX City"

      • "We serve XX City, YY City, and ZZ City"

      • "Building homes suited to the climate of XX City"

  3. Content that leverages local characteristics

    • "Since XX City has heavy snowfall, we implement these measures"

    • "In YY City, which is near the sea, salt damage protection is essential"

    • "Regarding building regulations in ZZ City"

How to utilize customer testimonials💬

Customer testimonials are one of the most powerful SEO strategies. Here is why:

  1. They are written in natural language (with few technical terms)

  2. They contain actual concerns and solutions

  3. They have high credibility

Tips for collecting customer testimonials

  • Request them one month after handover

  • Make it a simple questionnaire format

  • Ask for professional photography (even if you don't want to show your face)

Effective Posting Methods

【お客様の声の構成例】

1. お客様のプロフィール
   「○○市在住 30代ご夫婦 お子様2人」

2. 工務店を選んだ理由
   「地元で評判が良かったから」
   「社長の人柄に惹かれて」

3. 建築中の感想
   「毎週現場の写真を送ってくれて安心でした」
   「質問にも丁寧に答えてくれました」

4. 住み心地
   「冬でも暖かく、光熱費が下がりました」
   「子供たちが走り回れる間取りで大満足」

5. これから建てる人へのアドバイス
   「地元の工務店なら、何かあってもすぐ来てくれます」

Photo Optimization: Appearance and Speed Both Matter! 📸

Why are photos important?

On a builder's website, photos of construction projects are the most important content. However, it's not enough to just post them.

Basic Rules for Photos

  1. Use appropriate sizes

    • Display size: Approximately 1200 pixels wide

    • File size: 200KB or less

    • Format: JPEG (photos), PNG (drawings and logos)

  2. Use descriptive file names

    • NG: "IMG_1234.jpg"

    • OK: "Hamamatsu-City-New-Build-Living-Atrium.jpg"

  3. Set alternative text (alt attribute)

    • Description for when the image doesn't display

    • "Living room with an atrium built in XX City"

Photography Tips for Construction Project Photos

  • Shoot during bright hours (10:00 AM to 2:00 PM is best)

  • Tidy up before shooting

  • Shoot from multiple angles

  • Including people increases approachability (with permission)

Creating seasonal content🌸🌻🍁❄️

Construction work has seasonality. By creating content that leverages this, you can provide timely information.

Examples of seasonal content

Spring (March–May)

  • “Children's room renovations for a new life”

  • “Home building that handles pollen”

  • “Basic knowledge of fixed asset tax”

Summer (June–August)

  • “Tips for a cool home”

  • “Building a typhoon-resistant home”

  • “Summer open house information”

Autumn (September–November)

  • “Home building schedule aiming for move-in by year-end”

  • “Insulation renovations for winter”

  • “Autumn subsidy information”

Winter (December–February)

  • "The Secret to Building a Warm Home"

  • "Renovation for Condensation Prevention"

  • "Financial Planning for the New Fiscal Year"

Common Mistakes and Solutions ❌→✅

Failure Example 1: Full of Technical Jargon

❌ Bad Example: "On the Importance of Reinforcement in RC Construction"
✅ Good Example: "Why Reinforced Concrete Homes Are Earthquake Resistant"

Failure Example 2: Updates Have Stopped

❌ Bad Example: Last updated 2 years ago
✅ Good Example: Add new information twice a month

Failure Example 3: Few Photos

❌ Bad Example: Page full of text
✅ Good Example: One photo for every 100 characters of text

Failure Example 4: Inquiry Method Is Hard to Understand

❌ Bad Example: Inquiry button is small
✅ Good Example: Large inquiry button on every page

Start Today! Practical SEO Measures🚀

Step 1: Current Status Analysis (Week 1)

  1. Register with Google Search Console

    • It is a free tool

    • You can see what terms are being searched

    • You can check for errors

  2. Check your website on a smartphone

    • Check on family and friends' smartphones too

    • Check for readability and ease of use

  3. Competitor Research

    • Check 3 neighboring construction companies

    • Note their strong points

Step 2: Content Creation (Weeks 2-4)

  1. List frequently asked questions from customers

    • Write down at least 20

    • Prepare detailed answers for each

  2. Organize construction case studies

    • Retake photos

    • Include costs and construction periods

    • Add customer testimonials

  3. Enhancing the Company Profile Page

    • Staff photos and introductions

    • History since founding

    • Commitment and strengths

Step 3: Technical Improvements (Weeks 5-6)

  1. Improving page speed

    • Optimize image sizes

    • Remove unnecessary programs

  2. Checking mobile compatibility

    • Adopting responsive design

    • Easy-to-tap button sizes

Step 4: External Measures (Weeks 7-8)

  1. Enhancing Your Google Business Profile

    • Upload 50 or more photos

    • Keep business hours accurate

    • Utilize the post feature

  2. Strengthening Local Partnerships

    • Register with the Chamber of Commerce

    • Participate in local events

How to Check Results📊

Items to Check Every Month

  1. Changes in Traffic

    • Did it increase or decrease compared to last month?

    • Which pages are popular?

  2. Changes in Search Ranking

    • What is your rank for '[City Name] Builder'?

    • Even a gradual increase is fine!

  3. Number of Inquiries

    • Phone, Email, LINE

    • Ask where the customer came from

  4. Actual Number of Contracts

    • How many people came after seeing the website?

    • Which page did they see that sparked their interest?

Improvement Cycle

  • Month 1: Grasping the Current Situation

  • Month 2: Implementing Improvements

  • Month 3: Checking Results

  • Month 4: Moving to the Next Improvement

By repeating this, you will definitely see results!

Boost effectiveness even further by linking with SNS! 📱

Why is SNS also important?

Recently, not only websites but also SNS may appear in search results. Also, by being shared on SNS, more people will get to know you.

Recommended SNS for Builders

  1. Instagram

    • Post photos of construction projects

    • Before-and-after photos are popular

    • Utilize hashtags

  2. Facebook

    • Easy to connect with local people

    • Share event information

    • Share customer testimonials

  3. Official LINE Account

    • Easy to make inquiries

    • Regular information updates

    • Accepting quote requests

Tips for SNS Posting

  • Regular posts 2-3 times a week

  • Post photos of ongoing construction (with customer permission)

  • Occasionally post about staff daily life

  • Use local hashtags

Summary: The customer's perspective is the key to success! 🗝️

Thank you for reading this long article to the end. SEO is certainly a bit complex, but the basic idea is simple.
Provide what customers want to know in a way that is easy to understand and easy to find.
As long as you don't forget this, you will definitely see results.

Final thoughts

You all have wonderful skills and experience as builders. If you can convey that value correctly on the internet, you should be able to make even more customers happy.
SEO is not magic. It is an effort where 'hard work pays off' and you will definitely see results by continuing to make steady improvements.
It might be tough at first, but let's take it one step at a time. I am rooting for you to become a builder loved by local customers and to be a presence that can be 'found' on the internet too! 🏡✨

📝 Practical Checklist

Finally, I have summarized things you can do starting today into a checklist:
□ Look at your own website on a smartphone
□ Write down 10 questions you are often asked by customers
□ Organize photos of recent construction projects
□ Search for 'Location Name + Builder' on Google
□ Look at one competitor's website
If you can check off even one, that is your first step!

There are many paid tools that can be used for SEO, but first, if you have any questions or concerns, please feel free to contact our official LINE.
Let's solve the 'I don't know's' of builders together 😊


いいなと思ったら応援しよう！