In Cyberspace, Unique Homebuilding and Tech Services Will Put You in Demand, and the First Step Is Getting Discovered

Not all homebuilders build the same types of homes, serve the same types of homebuyers, or market the same home-tech offerings. It therefore stands to reason that they shouldn't have the same types of Web sites either.

The presentation "The Fundamentals of a Successful Web Site" at tecHOMExpo will help builders create Web sites that are right for their business and target audience. The session will discuss what homebuyers are looking for in a Web site and why they use the Web. It will tell you how to position your company to stand out from your competition; how to add value to your Web site, increase sales, and increase credibility. You will learn the different ways a Web site can help your company, regardless of your business goals (do you want to increase sales, qualify potential homebuyers, stay competitive, promote your available options, lower overhead, add value to existing clients, etc.?), the different costs involved and how to maximize your return on investment.

Whether you are a home-tech builder who does your own installation and integration, or one that works with a variety of subcontractors, creating your Web site is only the first step. Depending on how you plan to use your Web site, you'll need to market it—to get the word out. This article will explore different ways, including search engines, that can help attract the right visitors to your Web site.

The Elusive Search-Engine Ranking

Every business wants its Web site to rank No.1 in the search results. But getting and keeping your Web site ranked highly can be expensive and time-consuming. Remember, search results are sometimes ranked with priority rankings given to paying clients.

Otherwise, search engines will rank your site based on criteria that change frequently and differ from one search engine to another. Furthermore, search engines are inundated with millions of Web sites—all vying for a top position in the most popular searches.

For most homebuilders, search-engine ranking should be a piece of the overall Web site marketing strategy, rather than the main focus. Here are a few things that can improve search-engine position and visibility:

Keywords All searches are based on a set of keywords, whether they are a set of words that a user types into the search engines or the category and subcategories under which your site is listed in directories.

When choosing keywords that describe your Web site, and the home-tech products and systems you market, think about how people will search for your services, based on what they are most likely needing or looking for. What are the different names associated with what you do (e.g., contractor, new construction, homebuilder, remodeling, tech builder, etc.). One helpful way to approach the process is to think about something you would like to find yourself, whether general information or a specific resource. If you don't know what or who is available to help you, ask yourself how you would go about finding them. Your potential homebuyer is doing the same thing.

Your target keyword phrases should be two or more words long. For example, the word "homes" is too broad, while the phrase "new home construction" is more defined.

Paid Inclusions Search engines such as Lycos, MSN, and AltaVista "crawl" the Internet looking for both new and existing sites to add to their sites' databases. If you want to be more proactive, you can submit your site to some search engines for free.

Increasingly popular options are paid inclusions. These allow you to pay a fee to a search engine or group of search engines to guarantee that your site will be reviewed and included within a specified time period (most paid inclusions take 48–72 hours). For example, you could pay to be listed prominently when someone searches for "in-wall speakers." Not all search engines offer a paid inclusion feature, and paid inclusion does not guarantee a top placement in the search results.

Some popular paid-inclusion services include:

• Dogpile.com—includes search engines such as Excite, NBC, Verizon, Webcrawler, and Metacrawler
• Inktomi—includes search engines such as Hot Bot, About, Looksmart
• Fast—includes search engines such as Lycos, All the Web, Excite
• SureList—includes search engines such as HotBot, LookSmart, and Overture

Paid Placement Paid placement allows you to bid a particular amount of money on certain keyword phrases. Ranking is based on the highest bid for that keyword phrase. Every time someone clicks on your Web site link as a result of search listings, you pay the price of your bid. So, if you bid $.50 per click on the keyword phrase "new homes Westchester," and a competitor bid $.60 per click on the same search term, your competitor's Web site would be higher in the search engine results for that keyword phrase.

Web Site Tips

You'll need to decide which is more important to you: search-engine ranking or the design of your Web site. Some design elements that make a Web site look better may not be optimal for a search engine trying to "read" and rank your site.

For example, graphics look nicer than HTML text (text that is typed right into the Web page rather than created in a graphic), but search engines cannot "read" graphics. Have your Web developer use HTML text whenever possible. This rule of thumb includes making your links HTML text rather than images.

When writing Web copy, refer to your list of keywords. Home-tech builders should list the types of technology products and services they offer. This can include home theater design, distributed audio, home security, lighting control systems, etc. Make sure the copy reflects these words, without overcrowding the copy with them.

Listing Services

There are companies, such as 411web.com, that specialize in getting and keeping your site ranked highly in specified search engines for specific keyword searches.

Online Advertising and Listings

The Internet is filled with industry-specific and geography-specific directories and Web sites where you can list your site or advertise your business with a link to your Web site.

Some types of sites to consider:
Local Home Builder Associations. Your local Home Builder Association may market its Web site to local homeowners. If it does, the association probably offers great advertising opportunities to its members. Community Web Sites. Community Web sites are becoming popular. Often, these sites are marketed as a community resource guide to a targeted area, such as a town or county. In addition to attracting people already living in the area, the sites also pique the interest of people who are relocating.

Resource Web Sites. There are many Web sites that position themselves as resources for homeowners and homebuyers.

Directories. Industry directories can get a large volume of traffic from people searching specifically for builders to do business with.

Many of these types of sites spend the time and money on marketing their Web sites and getting them listed highly in the search engines. You can take advantage of their promotional efforts by asking them to include a link to your site. Some sites will provide free links. Otherwise, the site may offer advertising opportunities that include a link to your site.

As a side benefit, linking to other sites that are highly ranked and regarded in search engines will improve your own search engine position, because many search engines employ an analysis of the quantity and quality of links to your site.

Online marketing and advertising are not the only ways to promote your Web site. It is important to determine the best mix of online and offline marketing and advertising.

Remember, Web site marketing is just one piece of your overall marketing strategy and shouldn't be your only source for reaching potential clients. You'll get the best results with a combination of marketing efforts.