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How to Address 5 Website Content Challenges

November 13, 2014 by Brian Fraley

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The Architecture, Engineering, and Construction (AEC) industry is fueled by competition, especially in today’s increasingly crowded marketplace. Our inclination to protect trade secrets, clients, rates, key staff, new technologies, etc. is stronger than ever. A heightened level of competition for a relatively static amount of work also prods us to more closely evaluate the competition. This creates a strange dichotomy because we want our website content to promote our firms, but we don’t want to divulge sensitive information to competing firms. The accessibility of information on the Internet has fanned the flames, leaving us to ponder a critical question: “what content should I include on my website.”

As we approach 2015, there are design and construction firms with no website. It’s hard to believe, but it’s true. The reasons vary, but one of the resounding concerns I’ve heard is the fear of exposing information the competition can use to sharpen its competitive edge. It’s a fair concern that we all share regardless of our online presence. So what can you safely reveal and why?

Clients

It’s okay to reveal the names of your clients. But what if my competition finds out who I work for and pursues those clients? News flash: It’s likely your client is already pursuing them. The odds increase if you have a smaller service radius with fewer potential clients. Not to mention, we’re slowly emerging from a depressed economy that drove firms to diversify in a way that most of us haven’t witnessed for decades. I heard stories of homebuilders that ventured into building wastewater treatment plants. What can your competition really glean from the knowledge that you work for a client? They have no details. If you have loyal clients, you’ll know when someone knocks on their door.

Client Decision-Makers

This is an area that probably sends your paranoia readings off the chart and it should. It’s a judgment call that should be based on the identity of the mystery person behind door number 1. You should be less inclined to reveal a name if this individual is generally unknown or difficult to identify. This is often the case at smaller firms where the client’s website doesn’t list the decision maker, or large corporations where they’re wrapped within layers of departments, and therefore, difficult to identify and access.

You might want to reveal the name when you’re dealing with a high-profile decision-maker because it adds prestige to your firm. Solicit a testimonial for maximum impact. The fact that this person is well-known means that your competition already knows of them and is hot on the trail. Public officials such as county commissioners and local municipal officials are prime examples of high-profile folks with lots of friends.

Pricing Information

The answer here is an obvious no, but I want to address it because I’ve seen Architecture and Engineering firms including rates on their websites. The competition’s rate schedule is the Holy Grail for A/E firms. This coveted information is discoverable, although often difficult to access. Don’t make your competition’s market research easier. The picture gets more complicated for suppliers of construction equipment, quarries, etc. Generally, speaking you should mimic the competition. Revealing this information gets complicated in this arena since the potential exists for Intellectual Property theft by overseas competition. Proceed with caution.

Key Staff

Include the names of key staff because the pros of doing so outweigh the cons. You don’t want the competition to cherry pick them. That’s a valid concern. But remember that they are leaders so they are already visible. LinkedIn has exacerbated the problem by making these key players even more accessible. Include them because they are leaders and you want to showcase them to prospective clients. You can hide your Indians, but you can’t hide your chiefs.

Projects

Assuming you have the permission of your client, always feature your best and most relevant projects on your website. But do think carefully about what details you reveal. Including scope of work and material quantities, for example, is typically harmless. But you may want to think twice about using project value, client contacts, secret construction or design techniques, or anything else that would benefit your competition.

Your website is your most valuable piece of marketing real estate because you own and have full control of it. It has, to some extent, replaced the extensive printed corporate brochure of years past. It’s the place where your clients turn to identify and learn about your firm and its capabilities so it must be taken very seriously.

When it comes to competition, remember this. Your competition has always watched you. They used to research you through magazines, phone calls, face-to-face meetings, and gossip amongst peers. We still engage in these activities, but the Internet has changed everything. Google your firm and you may be surprised how much information you find. One thing that’s always been the case is that you must use discretion when it comes to what you make public. Your website requires that same discretion.

Do you share these concerns? How have you addressed them on your own website? Please share your thoughts below, or send connect with us through the website with any specific comments or questions.

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Categories: A/E Marketing, Construction Marketing, Website Design, Writing

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No Spam. No Sales Pitch. Just Ideas for Making Great Content.


We found Brian and his team easy to work with and they did an outstanding job on our website. Brian offered editorial work when needed and his team put together a great layout and format for our site. Once we decided to get serious with the content, our site came together quickly and now we have a more professional representation of Earth Engineering on the Internet. I highly recommend Fraley Construction Marketing for anyone involved in the engineering or construction industry who wants someone… Read more
Ward McMasters, P.E.PresidentEarth Engineering Inc.
Brian was there for us when we had just a few days to put together a complex proposal for a P3 bridge replacement project we were bidding that involved detailed technical and financial plans. As a contractor, we had no experience in putting together the marketing and narrative pieces that the proposal required. Brian not only walked us through the process, he helped us put together a complete and professional looking proposal. His extensive experience and knowledge of construction and engineerin… Read more
Mark EckmanPresidentJ.D. Eckman Inc.
I’d like to thank you for the job you did redesigning our website. The site is more modern and MUCH easier to navigate. You listened and brought our ideas to life.
Bob HessPresidentFaddis Concrete Products
The services Fraley Construction Marketing provided to us were top notch.  We’ve hired photographers across the country to obtain photos of our equipment in use on various job sites, but Brian’s talent shined in this particular project.  He went above and beyond, was very informative and did a great job scheduling and coordinating with the jobsite.  We are very happy with the quality of his photos!  We would be more than willing to use his services again in the future.
Gretchen TremmierSecretaryPile Hammer Equipment
Fraley Construction Marketing has taken KB’s online presence to the next level. Brian utilizes multiple social media platforms to engage with our industry and drive traffic to our website. They also manage our e-mail marketing and we anticipate many long-term benefits. Fraley is a truly innovative online marketing firm.
Mark WaltersMarket ManagerKB International
We are extremely pleased with the work Fraley Construction Marketing has done. We had a massive amount of website content that needed to be edited and written within a tight schedule and it was all done in a timely manner. Brian is a great communicator and talked me through the entire process to make sure everything was exactly to our liking. 
Caitlin KitchensCommunications SpecialistSuperior Construction
We are very happy with Fraley Construction Marketing’s services. Brian helped us get into key industry trade publications and did a fantastic job writing the story of an unconventional project we performed. His experience and understanding of the construction industry is inherent. We continue to work with Brian, whose knowledge and hard work has raised our online presence!
Kay MiluskiPresidentCompaction Grouting Services
Fraley Construction Marketing has achieved incredible results in our company’s marketing efforts. Brian has taken our social media and press releases from zero to overwhelming. This is due to Brian’s industry knowledge and exemplary communication skills. His skill and guidance have led us beyond our expectations.
Ben DuttonPresidentEquipment Corporation of America
I was looking for an effective and precise way to market my new Black Splitter log splitting products to potential customers and that’s exactly what I got with Fraley Construction Marketing. Brian exceeded my expectations by suggesting a project application story instead of a standard new product press release, and identifying and getting it published in at least six industry trade publications. I will be doing more marketing projects with Brian in the future.
Eric RansomeOwnerRansome Attachments
Brian Fraley is an asset to any business that desires a stronger emphasis on construction marketing. In the past year, Brian crafted two job stories, opening doors to more than 10 publications, including PileDriver, Piling Canada, Deep Foundations, Foundation Drilling and Pile Buck to name a few. His in-depth knowledge of the construction industry, writing and photography skills, and relationship with trade magazine editors makes collaborating on stories a pleasure and helps ECA promote the cap… Read more
Jeff HarmstonVice President - Sales & MarketingEquipment Corporation of America
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