Think of your website as a showcase. We believe there are two types: those that immediately invite you in because of how eye-catching and interesting they look; and those that, on the other hand, make you pass them by and think that another day with more time you’ll be able to entertain yourself. With websites the exact same thing happens.
So, if you take into account that digitalization has reached all sectors, definitely the building materials sector as well, and if your intention is to get more customers, you need to take advantage of all the benefits of a website, starting with attracting potential customers.
How to attract potential customers
Just as you need a flow of people coming into your physical store or warehouse, you also need to get traffic to your website. But unlike a physical space, on the Internet potential consumers of your products will find you through search terms, which we know in marketing as keywords or keywords.
To attract potential customers, we work these keywords based on an SEO strategy (Search Engine Optimization), which is responsible for improving the organic positioning of your website. That is, it is responsible for optimizing the pages of your site with the right keywords to appear in the first pages of results in search engines like Google.
How to work the keywords in the pages?
On the one hand, these keywords must be worked On Page in a more technical way, but they must also be worked at the content level. The content of your website (in formats such as image, text and video) and the way you present it (design) is extremely important to retain the attention of incoming users.
In the sector, decoration companies are at the forefront in terms of content creation and a web design adapted to the preferences of their consumers. Companies like Maisons Du Monde know how to retain their potential consumers once they enter the web, but businesses like Porcelanosa do too.
And if you browse their websites you can see that, although the target audience may not necessarily be exactly the same, and if it is, it is not at the same stage of purchase, they meet the needs of their potential consumers. And this is because the two websites have something in common, their catalogs, and a defined strategy around them.
What are the advantages of catalogs in the sector?
If you think about it, one of the most significant contents that bring the most value to consumers in the sector are catalogs. Whether online or printed, catalogs are still a highly demanded content by most of the potential customers who enter these websites. Because for them it is important to have a record of the products and find inspiration.
This type of content can be worked in two ways
If we follow the example of Maisons Du Monde, we can see that the content and design are worked in such a way that the user has no need to consume offline content. In this e-commerce has the entire selection of products they sell online and there are sections in which the user can be inspired.
But if so interested, the website gives the option to receive the printed catalog, for which they use a landing page (landing page) with a form form in which their contact details are requested. In this case, you have to think that this is possible because the purchase decision for B2C (Business to Client) companies is relatively easier, so you can request more information from a potential consumer.
On the other hand, in B2B companies (Business to Business) where the decision making can be more complex, the content strategy must be worked in another way, either because acquiring the products involves a higher investment for suppliers, architects, interior designers, decorators… Or, because it depends on the demand of their end customers.
For this reason, in the example of Porcelanosa, we can see that the ‘Catalogs’ section is already in the menu, i.e., it is easier to find the products you need.