Common Website Mistakes Kent & Sussex Builders Make
For building companies across Kent and Sussex, having a website is no longer enough—it needs to be a lead-generating machine that works around the clock. Many construction businesses have websites that showcase their work but fail to convert visitors into enquiries.
Based on our analysis of over 50 building company websites across Kent and Sussex, these are the most common mistakes that prevent websites from generating leads:
1. Prioritising Visuals Over Functionality
Many builders invest heavily in stunning project photography but neglect the user experience elements that actually convert visitors. While quality images are essential, they must be balanced with:
- Clear navigation pathways to contact information
- Fast page loading speeds (40% of visitors abandon sites that take more than 3 seconds to load)
- Mobile-friendly design (over 60% of building service searches now happen on mobile devices)
- Intuitive information architecture that guides visitors toward conversion
2. Weak or Missing Calls-to-Action
Surprisingly, 68% of the building company websites we reviewed had no clear call-to-action on their homepage beyond a standard "Contact Us" link in the navigation. Effective websites make it abundantly clear what step visitors should take next through:
- Prominently displayed contact buttons
- Multiple conversion pathways (call, email, form)
- Service-specific CTAs (e.g., "Get a Free Extension Quote")
- Urgency-inducing language ("Book Your Free Site Survey Today")
3. Ineffective Contact Mechanisms
Even when contact options are available, they often create unnecessary friction:
- Contact forms with too many required fields (each additional field reduces completion rates by approximately 10%)
- No phone number visible above the fold
- Contact pages that lack clear service area information
- No indication of response times or availability
4. Overlooking Mobile Users
Despite mobile accounting for over 60% of building service searches in Kent and Sussex, many construction websites remain difficult to navigate on smartphones:
- Text too small to read without zooming
- Buttons too close together for accurate tapping
- Forms that are cumbersome to complete on mobile
- Images that don't scale properly for smaller screens
Essential Pages Every Builder's Website Needs
A high-converting building company website requires these key pages, each optimised for both user experience and lead generation:
1. Homepage Strategy
Your homepage should immediately communicate:
- Who you are - Clear company identity and specialisations
- Where you work - Specific towns and areas in Kent and Sussex you serve
- Why choose you - Key differentiators from other local builders
- What to do next - Primary call-to-action that stands out visually
Include social proof elements like review ratings, accreditations, and a brief showcase of your best work to build immediate credibility.
2. Services Pages That Address Pain Points
Dedicated pages for each core service (extensions, renovations, loft conversions, etc.) should:
- Address specific client concerns for that service
- Include service-specific testimonials from local Kent and Sussex clients
- Feature relevant case studies with before/after images
- Contain service-specific calls-to-action
- Answer common questions about timelines, processes, and costs
3. Project Showcase with Before/After Transformation
Your portfolio should be more than just pretty pictures:
- Organise projects by type and location for easy navigation
- Include before/after sliders to demonstrate transformation
- Tell the story behind each project (challenges, solutions, client feedback)
- Highlight local Kent and Sussex projects with specific location mentions
- Include technical details that demonstrate expertise
4. About Page That Builds Trust
Your about page should establish credibility through:
- Your company's history and connections to Kent and Sussex
- Team profiles with photos and qualifications
- Accreditations, certifications, and insurance details
- Your company values and approach to client relationships
- Client testimonials that speak to your reliability and quality
5. Contact Page Optimised for Conversions
An effective contact page includes:
- Multiple contact options (phone, email, form)
- Clear service area information with towns and postcodes covered
- A simple form with minimal required fields
- Expectations for response time
- Office hours and availability
- Map showing your location (if applicable)
Lead Generation Elements That Work for Builders
Beyond standard website pages, these specialized elements significantly increase conversion rates for building companies:
1. Quick Quote Calculators
Interactive tools that provide rough estimates for common projects like:
- Extension cost calculators based on square footage
- Kitchen renovation budget estimators
- Loft conversion price guides
These tools not only provide value to visitors but also capture contact details for follow-up.
2. Project Planner Downloads
Gated content that requires an email address to download:
- Home extension planning guide
- Renovation checklist
- Kitchen design consideration worksheet
- Local planning permission guides for Kent and Sussex
3. Targeted Landing Pages
Specific pages focused on high-value services or locations:
- Service-specific pages ("Loft Conversions in Tunbridge Wells")
- Property-type pages ("Period Property Renovations in Canterbury")
- Solution-focused pages ("Creating More Space in Small Sussex Homes")
4. Financing Information
Content that addresses budget concerns:
- Guidance on phased project approaches
- Information about available financing options
- Transparent pricing structures
- Value-focused content that explains return on investment
Building Trust Through Your Website
Trust signals are particularly important for building companies, given the significant investment homeowners are considering:
1. Displaying Accreditations Effectively
Rather than simply showing logos, explain what each accreditation means for the client:
- How FMB membership protects customers
- What insurance coverage you maintain and why it matters
- The significance of specific trade certifications
- Memberships in local Kent and Sussex business associations
2. Showcasing Local Projects
Build geographic credibility by:
- Creating area-specific project galleries
- Including interactive maps of completed projects
- Featuring testimonials from recognisable local areas
- Highlighting work on distinctive Kent and Sussex property types
3. Guarantees and Warranties
Reduce perceived risk by clearly stating:
- Workmanship guarantees and their duration
- Material warranties and what they cover
- Your process for addressing any issues after completion
- Payment terms and schedules
4. Team Profiles
Humanise your company through:
- Professional photos of key team members
- Brief biographies highlighting experience and expertise
- Qualifications and specialisations
- Personal connections to Kent and Sussex communities
Measuring What Matters: Website Analytics for Builders
Improving your website's performance requires tracking the right metrics:
1. Key Performance Indicators
Focus on these critical measurements:
- Conversion rate (percentage of visitors who make contact)
- Cost per lead (marketing spend divided by number of enquiries)
- Lead-to-client conversion rate
- Average enquiry value
- Return on investment from digital channels
2. Understanding Visitor Behaviour
Analyse how potential clients interact with your site:
- Most visited pages and content
- Average time on site
- Traffic sources (where visitors come from)
- Common exit pages (where visitors leave)
- Device usage (desktop vs. mobile)
3. Continuous Improvement
Use data to refine your website over time:
- A/B testing different calls-to-action
- Experimenting with form layouts and fields
- Testing different content approaches
- Optimising for specific high-value conversions
Conclusion
Your website should be your hardest-working employee, generating leads while you focus on delivering quality building services. With strategic planning and implementation of these key elements, building companies in Kent and Sussex can transform their digital presence from a simple online brochure into a consistent source of qualified leads.
By addressing common mistakes, implementing essential pages, adding proven lead generation elements, and building trust through your content, you'll create a website that doesn't just look good—it actually delivers measurable business results.
